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Flash Technology Enhances Search Results (I Don’t Think So!)

Posted on 11. Jul, 2008 by Dave in Dynamic Flash Galleries, Flash 8, Tutorials, XML

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Up till now search engines (Google, Yahoo! etc) weren’t ever able to crawl Flash files and when they did end up indexing some it was never completely free from error. So if you wanted to built a website and actually have people find it, then it made sense to do without the Flash. Nonetheless Flash still became very trendy among developers because of its knack for, shall we say, overlooking the obvious and putting together very unusual websites.

However a couple of days ago Adobe joyfully announced their teaming up with search industry leaders to “dramatically improve search results of dynamic Web content and rich Internet applications (IRAs).” Better late than never, I guess.

Adobe also says it’s “providing optimized Adobe® Flash® Player technology to Google and Yahoo! to enhance search engine indexing of the Flash file format (SWF) and uncover information that is currently UNDISCOVERABLE by search engines.”

Sweet! Now that Adobe has finally admitted (despite arguments to the contrary) that SWF format has never been properly index by anyone of the search engines (or that its always been pretty much crap) that should finally shut up all you evangelical Flash pushers and feens clamming Flash is the holy grail of the Internet. Shouldn’t?

So has Adobe really done what its says its done? Frankly I’m not sure. Adobe claims that this stuff will provide more relevant search results and rankings for RIA content. And in a separate blog post, Google also seems to affirm that claim stating that they’ve already launched a “Flash indexing algorithm”, which will result in better search results. Well, before you all start heading to Starbucks and buying each other those skinny soy decaf lattes, the real questions is, how much better is this as opposed to plain old static HTML text and what are the confines?

They say that in the land of the blind the one eyed man is king, similarly if up till now flash files were not being indexed whatsoever, then the fact that there’s been a little progress may indeed be called “better”, but Flash indexing algorithm or not there’s still a lot of reasons why you should never go for a 100% flash-based website.

Yes Google can now discover and index text content in SWF files of all kinds etcetera, etcetera, but there’s some limitations. For example, Googlebot does not execute some types of JavaScript. Which means that if your webpage uses JavaScript to load a Flash file. Guess what? They may not be able to discover and index the contents of that file.

Google has also admitted they “can’t attach content from external resources that are loaded by your Flash files.” In other words so if your Flash file loads another file – such as an HTML file, an XML file, or another SWF file – what their saying is that they might index the contents of those files, but they won’t consider that content to be part of the content in your Flash files. That doesn’t sound very impressive, does it? What then? The Flash indexing algorithm does exactly what it sounds like it does NOTHING, other than the rendering of incomplete documents and the dramatic equivalent of inaccessibility.

Generally speaking when designing sites for my clients, I tend to make my content driven Flash applications run off of external XML files that are read at runtime. That way even a novice web developer with no understanding of Flash can have the functionality of editing their website’s content in notepad, and not have to recompile the swf file. Are you seriously suggesting not attaching the contents of those files to the rest of my Flash file? Seriously? Are you kidding? What the f$#@ are you talking about!

Does Adobe really expect us to believe that this will provide more relevant organic search rankings? Listen, I want my Flash files to be indexed just as much as the next guy and while this is a welcomed and important step in the right direction on the part of Adobe there’s still a lot of work to do.

So, if you do decide to use Flash (God help us all), do it in moderation and remember while Google can index the content of Flash files, other search engines wont. On that note, don’t forget to provide text equivalents of these files to help other search engines crawl and index your content.

Tags: css, Flash, SEO, XML