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is achieved by running a program at the server side to deliver different pages to different visitors. Hence for robots or spiders, you can display them a search engine friendly page to get high ranking, while for your human visitors, display another beautiful, attractive, techniques (Java, Flash, etc) built-in page to win clients.
Doorway pages and cloaking
These are two different things, though both have the same aim to acquire high ranking in search engines.
Cloaking
The first thing you shall make sure your server supports cloaking function and has the program installed. Second you shall make some html files, with the same content as your site, removing images, Java and flash techniques, and upload them to the domain server. This has the same workload as the primary pages, or even more, because it's the same as you're designing another website with text only.
Now how to tell whether the visitor is a search engine robot or a human being? Usually it is done by identifying the visitor's IP number. Therefore, you need a comprehensive up-to-date database of known spiders' IP address. You can find it one by one for each search engine manually by yourself, but because there are so many engines, definitely this is a time consuming and hard working job.
Luckily you can buy the IP list for most of the spiders. But you can't buy a list updated to today, and though the big engines will not change their server, we can't promise all. You have to spend your time and effort to check it regularly, add and change some IP numbers in the database. If you miss one or have a wrong IP for a spider, as we are going to state below, you will get in trouble with that search engine.
A deceptive action
As you can see, cloaking cheats the spiders with another page, and consequently this process is banned by more and more search engines. If you are caught doing this by these engines, count for click and link popularity on the entire website will not be enumerated anymore, or completely banned. You can be caught if a revised spider detects what you are doing, or if a user sees what you are up to and reports you.
An open news is that Altavista and Inktomi have been known to punish cloaking sites every now and then. For Google, just searching any keyword in it, and you will find in the last line for each listing and just after the url, there are two links: Cached - Similar pages. This "Cached" function will display to human visitors what their spider sees from your domain. Fortunately you can stop Google from doing this and display a "Cannot find server" page by inserting the following meta tag into the <HEAD> section:
<meta name="googlebot" content="nonarchive">
Conclusion
As mentioned above, cloaking is a time consuming and hardworking job, so make sure you have the time and effort to prepare the pages and maintain the IP database. Part time can't help you do a good cloaking job, it's the work for a full time webmaster.
Even if you have enough time and effort, you should be prepared for the worst when cloaking - the site can't reach top position or get completely banned. Ask yourself the question before going ahead.
If you are fighting for top ranking and traffic, and if you're very familiar with the cloaking process and can prevent your site from being banned, and if you can bear this hard work, then .
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