Journalist and author Doc Searls, uses the term "splinternet" to describe the problem, which contribute to the various, and sometimes incompatible¹ standards which often make it hard for search engines to use the data. As new devices incorporate their own ad networks, format², and technology, many are able to "hide content" from search engines.

记者兼作家Doc Searls用splinternet（分裂网）这个词来指代上述问题，该问题导致各种标准的出现，有时不同标准互不兼容，使得搜索引擎无法正常使用数据信息。新兴的设备合成了自己独有的广告网络、格式以及技术后，大部分都能够将内容信息“隐藏”，从而不被搜索引擎发现。

For example, web pages don't look the same because of the screen size and don't work the same since the iPhone doesn't support Flash.

例如，因为硬件屏幕尺寸的问题，网页的显示会有差异；或者因为iPhone不支持Flash软件，所以有些网页就不会正常显示。