Flash and Search Engine Optimization

You've probably heard that Flash and search engine optimization don't mix. Generally, most search engines can't read the contents of a flash file and won't follow links embedded in flash. (note I said generally, I've seen evidence Google can understand *some* flash content). In the past, this has meant applying a few fixes to make flash-heavy sites search friendly. For example, it's advisable to include an alternate path to deeper pages using html links. An example of this can be found at my advertising agency home page. Notice the main navigation is through a flash object, but html links are also provided at the bottom.
What about flash content? Search engines don't understand what a flash video is about, they just know your page includes a flash file. One way around this that *supposedly* works is to include a description in the flash file itself. Apparently, Adobe/Macromedia have a feature that allows you to include this description, although its intent is more for visually-impaired web visitors. The text only appears in text browsers (such as Lynx), which works since search engine 'spiders' are basically text browsers as well. One problem with this approach: I've never seen it done, and haven't yet met a Flash designer who took advantage of this.
So what is the right way to optimize Flash content? I believe I've run into the perfect solution (can't take the credit though, I didn't come up with it). Here's how it works:
- Include alternate content in the HTML for the page
- Use Javascript to check if the browser has a Flash reader (& the right version). If yes, the Flash content is displayed (in place of the html text)
Here's why this works. Search engine spiders don't execute Javascript. Hence, Google will see the HTML text, but a human visitor (the 98% who have Javascript) will see the Flash file.
For an example, check out the Bennett & Bennett website and take a look at the source code. If you didn't have javascript turned on, you'd see the text instead of the flash product animation.

CAUTION: There are other Javascript solutions out there that work the other way around, the default is to display the flash file, but alternate text is displayed instead if the script determines that flash is not available. While this may work for human visitors, this defeats the purpose for search engines. Remember that the search engines don't execute javascript, so they'll never 'see' the alternate text.

TIP: There are text browsers you can download and even use online to simulate how the search engines see your site. Just google "text browser". If you want to do this using Internet Explorer, it's pretty simple. First disable Javascript (tools- security options- custom -disable active scripting). Turning off Flash is a little more difficult, but I installed a free tool that makes it a breeze. It's called FlashSwitch and turns flash on and off with the click of a button

Tags: Flash, SEO, Search Engine Optimization