Journalist and author Doc Searls, uses the term "splinternet" to describe the problem, which contribute to the various, and sometimes incompatible standards which often make it hard for search engines to use the data. As new devices incorporate their own ad networks, format, 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。