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Hello, We are currently setting up a way of customising a client's site based on PPC campaign. I am wondering whether or not there are any SEO issues we need to be aware of. Overview Our client’s site, as accessed by a user through Google Organic, will be the complete site; the same site Googlebot will see. The site, as accessed by a user through a particular Google Adwords campaign, will return a customised version of the site. How the Customisation is Happening The Adwords campaign will be set up to target a particular region, using Adwords’ built-in location targeting. Its ads will link to pages on the regular site, but each URL will be appended with a URL parameter that will trigger the customisation. A cookie will also be planted in these users’ browsers to ensure that the customisation continues as the user browses from page to page on the site. The majority of the content will be the same but the site will promote a particular store of the client, one local to the searcher. Other stores won’t be promoted on this customised version of the site. SEO Thoughts All pages will have canonical tags on them referencing the original, unmodified version of the page. I personally can’t see any issue with regard to SEO because we are approaching this in the spirit of helping the user. But with launch on the horizon I am starting to worry slightly and would welcome the feedback from anyone else here – are there any SEO issues that may arise from this?

As above, really. I've crawled a new client's site to find the Moz crawler has identified a handful of 404 errors. The Moz crawler says these pages have '0 linking domains', and OSE has no data for these pages. So how are these pages being crawled by Moz and what should I advise my client?