flash seo secrets

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Copyright 2008 Adobe Systems Incorporated. All rights reserved.

The Black Magic of Flash SEO

Duane Nickull

Sr. Technical Evangelist

Adobe Systems

July 2008

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Our work

http://www.google.com/search?source=ig&hl=en&rlz=&=&q=soa+white+paper&btnG=Google+Search

http://www.google.com/search?hl=en&q=search+engine+optimization+tricks&btnG=Search





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This beat out MSDN, IBM Developer Networks and Sun DN

http://www.google.com/search?hl=en&q=enterprise+developer+resources&btnG=Search



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Demo search in Google for:

SOA White Paper (2,110,000 results)

Adobe Cloud Computing (2,570,000 results)

Sombrio (Sombrio is done in Flash) 1,510,000 results

Web 2.0 Architecture (23,100,000 results)

Search Engine Optimization Tricks (4,120,000 results)

Web 2.0 Architecture (23,100,000 results)

Understanding REST (74,900,000 results)

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Before we tell you how we did this – ETHICS!

Mechanisms are in place to prevent one person from cheating to elevate their rankings. Consider what you do in the “spirit and intent” of the search engine architects;

Take the time to STUDY THE DOCUMENTATION from the search engine vendor on how they rank web pages!

Utilize the publicly available information and you will find plenty of ways to elevate your site without resorting to “tricks”;

ask yourself if your contemplated action is something a general member of the public would do before doing it.

Ask yourself why you want to achieve the end goal. If you employ black magic tricks to get your site in the top ten for “donuts”, yet your site is totally irrelevant to donuts, you have essentially wasted everyone’s time.

The rules and systems are in place for a good reason, Respect them!

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Agenda

A breakdown of what SEO really entails.

Understanding the basic forces working against you.

A look at Ichabod and other breakthroughs

What testing needs to be done

Some tips you can employ today.

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Search Engine Optimization phases

Can be broken into two main phases:

The initial crawling, indexing and page rank

Dynamic page rank scoring using adaptive algorithms

1 2

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It takes time. Shortcuts are not always in your best interest….

Front wheel drive carOnly 15 feet of run-up to beach it on the rock!!Nice!!

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RULE #1: Do not get too worried about initial page rank!

This is only a starting point, all is dynamic afterwards.

Google’s page rank has some funny results

http://www.blogger.com/publish-confirmation.g?blogID=17460203&postID=8164939958507135964&timestamp=1224750925988&javascriptEnabled=true



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RULE #1: Do not get too worried about initial page rank!

Why 8/10 for the admin page; 7/10 for the public page????

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Dynamic Ranking is FAR more important than initial

Yahoo and Google watch what you do!

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Where to start

What term do you want to optimize for? Too many people do not do the proper research

here.

Example #1 – I want to be #1 for the term “Ottawa Mobile Spa”

That term garners only 3 search per month worldwide

Example #2 – I want to be #1 for the term “Berlin books”

Does that mean “Books in Berlin” or “Books about Berlin”?

Use https://adwords.google.com/select/KeywordToolExternal or similar!

https://adwords.google.com/select/KeywordToolExternal

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Agenda



A look at Ichabod and other breakthroughs!



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The problem of binary/dynamic content access

Search engines have trouble accessing content in different states, unlike humans.

Binary Black Box

Link Crawler

HTML Container

State

Remote data provided to app

StateState

???Page Relevance/Indexing

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Binary Content

Rule #2 – content needs to be able to be read, indexed

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Demo – Speech Search in F4V

Demo of the search

http://www.adobe.com/products/creativesuite/production/videosearch/



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Agenda



A look at Ichabod



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A breakthrough

Adobe has created a server technology enabling computer applications to understand the content of a SWF file by using the Flash Player runtime. Adobe has partnered with the leaders in search, Yahoo! and Google

The solution is a true collaboration with between Adobe and the search engines designing APIs that let their code talk to Flash Player and drive the search experience

Text and link data from the runtime are are available to be indexed.

Users don’t have to do anything New search results and more accurate search results are available

Content owners don’t have to do anything Works with all versions of SWF content

Works with Flex applications

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SWF Parser

Link Crawler

Ichabod

How Ichabod works with a Search Spider

Page Relevance/Indexing

Virtual User Network Manager

HTMLParser

DEMO

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Deferred Creation

DEMO TABS

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What you really need to know:

???

We do not understand fully how much content they will

index or how they will weight it.

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New Google SWF Capabilities

Index textual content displayed as a user interacts with the file. We click buttons and enter input, just like a user would (DEMO)

Discover links within Flash files (DEMO)

Load external resources and associate the content with the parent file

Support common JavaScript techniques for embedding Flash, such as SWFObject and SWFObject2.

Index sites scripted with AS1 and AS2, even if the ActionScript is obfuscated.

Reference: http://googlewebmastercentral.blogspot.com/2009/06/flash-indexing-with-external-resource.html

http://googlewebmastercentral.blogspot.com/2009/06/flash-indexing-with-external-resource.html

http://googlewebmastercentral.blogspot.com/2009/06/flash-indexing-with-external-resource.html

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Update on June 19, 2009:

“We index sites with AS3 as well. The ActionScript version isn't particularly

relevant in our Indexing process, so we support older versions of AS in addition to

the latest.”

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Breakthrough – Google now indexing Deep Linking

Deep linking causes the URL in the location bar to reflect the state of the application.

Several kits available (Code Sample)

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Deep Linking – more restful!

Deep linking relies on communication between the browser and the Flex application

Enable deep linking in Flex Builder

1. Select Project > Properties. 2. Select the Flex Compiler option. 3. Select the "Enable integration with browser navigation" option.

Demo: http://tv.adobe.com/#vi+f1537v1483

http://tv.adobe.com/%23vi+f1537v1483

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Agenda



A look at Ichabod



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Study over 1, 3, 6 12 months

HTML

HTML:Unique

1

SWF:Unique

1

Data ProvidersTextLabelsmetadata

Data ProvidersTextLabelsmetadata

All Unique TermsPure – no one can search and click.

DEMO DWSEOTEST

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The Test Results!

Results will be announced at MAX in Los Angeles!

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Agenda



A look at Ichabod



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Dynamic Page Ranking – understanding your main focus!

Dynamic page ranking

Search engines constantly monitor what you search for and what you click on.

http://www.google.com/url?sa=t&ct=res&cd=10&url=http%3A%2F%2Fwww.techcrunch.com%2F2008%2F04%2F08%2Fadobe-launches-media-player-adobe-tv%2F&ei=r9igSKvYG5muoQSFvIDhBw&usg=AFQjCNHebfp3kT5hwlNu5XEqDAnJbzNEOQ&sig2=ROLkXy5aMzo4XQAEi4dSRw

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What is Google really doing?

http://www.google.com/url?sa=t&source=web&ct=res&cd=2&url=http%3A%2F%2Fen.wikipedia.org%2Fwiki%2FArchitectural_pattern_(computer_science)&ei=Lv2lSYXeL8TMnQePtZWjBQ&usg=AFQjCNHZFyB7San73Hj6Lb0zkcUbGq_N0g&sig2=nNH5vIakDgirDg8dMpz7RQ

Try one:

ei=AOKlSaLSBMTMnQfhs5GjBQ

usg=AFQjCNHtxRnR1RWVZrM6TD0uYFmK8GWFTA

sig2=eFYPDz8WzdtLw9OB_y00qA

Try two:

ei=Lv2lSYXeL8TMnQePtZWjBQ

usg=AFQjCNHZFyB7San73Hj6Lb0zkcUbGq_N0g

sig2=nNH5vIakDgirDg8dMpz7RQ

- Base 67 system- Highest observed value is

67^34

http://www.google.com/url?sa=t&source=web&ct=res&cd=2&url=http://en.wikipedia.org/wiki/Architectural_pattern_(computer_science)&ei=Lv2lSYXeL8TMnQePtZWjBQ&usg=AFQjCNHZFyB7San73Hj6Lb0zkcUbGq_N0g&sig2=nNH5vIakDgirDg8dMpz7RQ




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This won’t do much. Why?

WRONG!!!

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This would work, but Google would detect a spike!

http://www.google.com/search?hl=en&pwst=1&q=Adobe+max+2008&start=10&sa=N

MIGHT HELP!This does help!

http://www.google.com/search?hl=en&pwst=1&q=Adobe+max+2008&start=10&sa=N

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Remote data loading – now supported

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XHTML as a data provider!

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Best solution: As many links as you can attract!

DO NOT USELINK FARMS!!

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Blah blah blah – the other obvious stuff

In HTML, based on many factors The text of a page

The text hyperlinked to the page

The meta tags (keywords), BUT only if they also appear in the article

The URL

The page name

Page title

Number of pages relevant for a topic pointing at that page

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Some general tips

Research your search term(s) carefully

No more than 3 words

Ensure your domain has these terms

Register the local country domain too.

Use alt text for all images

Use meta keywords and add your terms in the body of your page, but no more than 7%.

Use email signatures

Page titles

H1 near top of page

Name the images, SWF’s the search term names

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More Resources

http://technoracle.blogspot.com/2008/07/searchable-flash-some-early-tips.html

http://www.businesswire.com/portal/site/google/?ndmViewId=news_view&newsId=20080630006649&newsLang=en

http://www.sitemaps.org/faq.php

http://www.adobe.com/devnet/flashplayer/articles/swf_searchability.html

http://technoracle.blogspot.com - for research announcements

http://technoracle.blogspot.com/2008/07/searchable-flash-some-early-tips.html



http://www.sitemaps.org/faq.php

http://www.adobe.com/devnet/flashplayer/articles/swf_searchability.html

http://technoracle.blogspot.com/

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Copyright 2008 Adobe Systems Incorporated. All rights reserved. 42

Speaker bio - Duane Nickull

Current Chair - OASIS SOA Reference Model Technical Committee (OASIS Standard as of 2006) Community Member (Planning Committee) - Ontolog Forum Contributor - OASIS SOA Reference Architecture Technical Committee Contributor – Most Web Services Specifications Host – Duane’s World TV (http://tv.adobe.com)

Past: Contributor/architect - W3C Web Services Architecture Chief Architect/Chair - United Nations CEFACT Technical Architecture (SOA) Chair - OASIS eBusiness SOA Technical Committee Chief Architect - ebXML Technical Architecture (first major SOA) Co-inventor - GoXML Contextual XML Search (51 unique patent points) Co-Inventor - XML Commerce Pro (1997-8) first fully XML commerce engine

Author (books, white papers, technical articles0 Speaker (Conferences, Universities …) Duane’s band 22nd Century http://www.myspace.com/22ndcentury

http://tv.adobe.com/

http://www.myspace.com/22ndcentury

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Copyright 2008 Adobe Systems Incorporated. All rights reserved. 43

Speaker bio – Rich Tretola

Current Web Applications Development Manager – Herff Jones Inc. Community/Content Manager – InsideRIA.com Adobe Community Expert – RIA (AIR, FLEX) Owner – EverythingFlex.com Author (Web) – InsideRIA.com, EverythingFlex.com Co-Author (Book) – O’Reilly Flex 4 Cookbook (2009)

Past: Co-Author (Book) – O’Reilly AIR 1.5 Cookbook (2008) Author (Book) – Wrox Beginning Adobe AIR 1.0 (2008) Co-Author (Book) – Wrox Professional Flex 2 (2007) Adobe Flex Derby Award Winner Adobe AIR Award Winner

Speaker (Conferences)

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Div layers

DIV element with search-engine-accessible, primary content, and an open source Javascript function called swfobject() to detect when browsers are capable of viewing Flash.

This is not manipulation.

BUT – Do not use terms that are not relevant! This is illogical.

Example:

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