One issue that surfaced recently in the contextualized advertising world is “cloaking”: presenting a different site to the Google bot than the one you present to users.
There can be good reasons for doing this. If you’ve got a forum for example, the bot could read all the information on your page related to forums, links and the design etc., find that it outweighs your forum content and serve you ads related to forums in general instead of your site in particular.
You could also find that your search engine listings are affected too: instead of appearing nice and high on the results page following a search for your topic, you might only appear to people looking for forums. That’s not likely to win you much traffic.
One solution is to strip the site down using javascript or one of the tools available online so that when the Google bot comes, it only reads the content.
Of course, you could also fool the bot into thinking that your site is about... well, anything really. You could spam Google into showing your site to anyone who was searching for anything.
And that’s why Google banned the practice altogether.
Any form of cloaking, whether it’s to get better targeted ads, improve your search engine rankings... or spam the search engines is a breach of Google’s TOS and could get you banned.
The best — and simplest thing to do — is to make sure that the description and keyword meta tags are all filled in properly with terms relevant to your content.
Section Targeting can de-emphasize problematic areas of your website and might well affect your search engine rankings (it’s certainly worth a try).
And if these don’t solve your problem, you might want to think of a redesign.
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