Transcript Jonathan Hochman

How to SEO Flash
Jonathan Hochman
www.jehochman.com
The Big Idea:
Progressive Enhancement
• Basic content and functionality should be
available to all browsers
• Browsers with additional capabilities can enjoy
enhanced formatting (CSS), content (Flash),
and functionality (JavaScript), optionally loaded
from external files.
>>> Sites that use PE are better prepared for
SEO because of excellent accessibility.
2. Use a JavaScript function, such as SWFObject,
or UFO, to detect Flash Player. When
available, replace primary HTML content with
enhanced Flash content by modifying
Document Object Model (DOM).
Advanced tip: You may need to set WMODE transparent to make your Flash
work with layers or CSS hover menus. If you need to fiddle with parameters
like WMODE, check the SWFObject documentation to learn how.
But does Flash Accessibility work?
• Yes! Search engines read and index the
primary content, and follow those links.
• We’ve tested this programming method on
dozens of sites with millions visitors.
• Adobe uses a version of SWFObject on their
home page, as do many other high profile sites.
Example: 99% Flash Page
An SEO Nightmare
Primary Content (No Flash)
Google’s Text-only Cache
Showing the primary content
Search Results
Note that Google has deep indexed the site
Google Matches Keyword “Boats”
in the Alternative Content
Is this Spam or Cloaking?
No! Flash accessibility isn't spamming if the primary
content matches the visible Flash. Spam depends on
intentions, not the choice of programming tools.
Nor is this cloaking because we serve the same files to
every visitor. Search engines can choose to read the
primary content, or to analyze the Flash. There’s no
deception.
Basic content is necessary to build an accessible web.
The World Wide Web Consortium (W3C) Web
Accessibility Initiative (WAI) specifically states that
multimedia content should have an alternative
representation available.
Will Search Engines Mistake this for Black
Hat Trickery and Ban My Site?
• It hasn’t happened yet.
• Search engines aren’t looking to ban you.
• Many users benefit from primary HTML content:
– Corporate IT departments may block Flash
– Mobile phone users don’t have Flash
– Geeks often use Flash Blockers.
• Search engines don’t rule the world. Do what’s
right for your users.
• Black hats have sneakier, faster tactics. They
don’t need this.
Provide more info on mouse over:
Display multiple pictures in same
space, simplifying layout:
Use slide show to explain complex product:
All-Flash Sites <Cringe/>
• A Flash movie that simulates web pages
isn’t a web site. A web site is a set of
linked (X)HTML pages.
• Without pages we can’t use page titles for
SEO, nor can we link to specific content
from outside the movie.
• Resolution: Create (X)HTML pages, and
install a Flash piece on each page.
Does Flash Accessibility Programming
Improve Rankings and Bottom Line Results?
• It depends:
– For competitive search terms, you need to do
more than just use the keyword a few times.
Flash SEO isn’t a magical solution.
– Can produce search hits for “long tail”
keywords that appear only in the Flash movie.
– Can produce a more effective site with a
higher conversion rate.
– Avoids the need for duplicate HTML pages,
saving development and maintenance costs.
References
Examples, code, discussion, mailing list and installation instructions are available:
• http://www.jehochman.com/articles/seo-friendly-flash.shtml, Jonathan Hochman
• http://blog.deconcept.com/swfobject, to download SWFObject and join mailing list
• http://www.adobe.com/devnet/flash/articles/swfobject.html, by Geoff Sterns
• http://en.wikipedia.org/wiki/Progressive_Enhancement, Wikipedia page on
Progressive Enhancement
Contact:
Jonathan Hochman
[email protected]
www.jehochman.com