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If you consistently see the IP address and redirect, or change content, based only on that then you will want to exempt Googlebot from those personalizations in one way or another. There are many options to this, like blocking the resources that handle this (i.e. the JavaScript.js file associated with personalization based on history or geo-location), or what was suggested above. Blocking that piece of script in the robots.txt file is less likely to be seen as cloaking. All of this begs the question though: If you're looking at the IP, then setting a cookie, then updating the content based on the cookie, it shouldn't be an issue in the first place. Googlebot isn't accepting your cookies. So if I were to browse in Incognito mode using Chrome (and thus not accept cookies), would I see the same site and product assortments no matter which location I was in? If that's the case, maybe you don't have a problem. This is pretty easy to test. Ultimately, I think you're going to want a single product page for each Sku, rather than one for each product at each location. The content, pricing, etc.. can be updated by location if they have a cookie, but the URL should probably never change - and the content shouldn't change by IP if they don't have a cookie. 1. Check IP 2. Embed their location in a cookie 3. Set cookie 4. If cookie is excepted and thus exists, do personalize. If the cookie does not exist, do not personalize. You can show a message that says you must accept cookies to get the best experience, but don't make it block any major portion of the content.