Flash and search engine marketing – Like Oil and Water

We often address customers planning to “revamp” their sites with Flash, with SEO already generating super profits in their income. The factor that we most dread to hear is that they have hired a skilled “Flash clothier” to take their websites to the “next stage.” Unfortunately, that “next degree” is regularly the basement—at least in terms of SEO effects.

The bottom line here is that a website constructed entirely in Flash nonetheless faces significant boundaries. While there have been current movements from Google and Yahoo! to try and index the content from mixed Flash/search engine marketing websites, the one moves have not, from my experience, translated into search engine optimization results or success (at least when compared to HTML web sites).

We should distinguish between embedded Flash and sites built entirely from Flash. For instance, a place that incorporates Flash elements but still incorporates simple HTML elements will not overly go through, as the Flash element (typically a film in a field on the homepage or some other place) is externalized. A search engine spider will commonly no longer attempt to parse through any files externalized inside the code – they will use the most detailed index of the code that is readily apparent on the supply page.

However, from a search engine optimization consequences perspective, there are still predominant troubles with sites constructed entirely in Flash, and search engine optimization is usually the first element that suffers. First, the URL typically never adjusts regardless of how human beings navigate the website online. As any first-rate search engine marketing practitioner will inform you, every page of your website is a capacity access page for a seek engine. With a website constructed in Flash, SEO suffers even more remarkably as you most effectively have one capacity access page, the primary URL. This cuts off dozens, hundreds, or heaps of capacity pages that might, in any other case, be indexed in Google and Yahoo! (and all different engines). When your only access web page in the seek engine listings is your home page, it is very tough to goal a wide assortment of keyphrases, potentially getting rid of search engine optimization outcomes or ratings.

Content is another very huge problem. Search engines rank pages based on some criteria. Still, one of the most critical aspects of search engine optimization outcomes is the textual content they can “recognize” on male or female pages. At present, engines like Google examine by. Large HTML text (even though a few additionally study textual content in the PDF format) – which means that if you make a decision that you want to apply a rare and fancy font that ought to be displayed in graphic form (for the reason that vacationer won’t have that particular font to be had on their computer at the same time as browsing), the engine will now not examine the text and therefore will not recognize what the web page is ready that could damage search engine marketing results. Naturally, this also includes any of the text contained in Flash. While Yahoo! and Google have recently introduced more relevant skills in studying content material within Flash, I am not personally visible, translating into extraordinary SEO results for competitive keyphrases.

Another rising component is that as seek evolves, an increasing number of humans search out records while they’re far away from their computers. Many mobile devices are currently incapable of showing Flash content, even though the latest actions by Adobe to make “Flash Lite” available may alternate this. However, it remains to be seen whether humans searching for records on a mobile device may also need to navigate via Flash, mainly if they can get the facts they seek from a fast-loading HTML web page. I think lean HTML content material will be at a top rate when a company attempts to reach a mobile target audience.

Despite the difficulties, it isn’t always the cause of this newsletter to claim that Flash and search engine optimization will usually be incompatible – simply that it’s for the nation of the modern-day scenario. You can find many different reviews on Blending Flash and SEO online. However, the proper check is to try to find a Flash web page (that is to say, a domain constructed entirely in Flash) that you appreciate and notice if it ranks well in search engine optimization effects for fifty+ competitive terms that are related to the specific enterprise (in Google or Yahoo!). In my experience, such sites that combine Flash and SEO are almost impossible to discover. If everyone available is aware of one, please permit me to recognize it.

Flash can be used regularly to significantly impact the net, interactive kiosks, and many other programs. I’m not from the “any Flash is awful” college, even though I do think that many Flash practitioners generally tend to get a bit carried away and often ignore fundamental usability problems. However, websites built absolutely in Flash with SEO elements are, nonetheless, again, in my view, like oil and water – Flash and search engine marketing are manifestly, in my opinion, beneficial. However, they do not mix well. Until they do, I will continue to suggest to my customers not to build websites totally out of Flash – or, no less than, to have a trade HTML choice for seek engine and person preference functions. Many clients are surprised to discover the number of site visitors who pick “old-faculty” HTML.