Flash SEO Secrets

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Max 2009 presentation that I co-presented with Adobe\'s Duane Nickull. This was a featured top 3 MAX presentation. Watch at http://tr.im/JzGf

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  • If you only have time to read one slide…
  • The value of Ichabod’s approach comes from the way it is designed. Previous solutions treat RIAs as static content and decompile files to get text content out. Ichabod uses the runtime to provide a search engine the same content that a real user would see if they were viewing the SWF. The search engines then provide a virtual user that will click through all of the possible paths an application can take.
  • Using the runtime is significiant because it provides context in a way that can make search results more accurate, but also because there is a lot that happens at runtime that would be lost through static search. Since we are the only RIA technology going down this route, we have an excellent opportunity to lead.
  • If you only have time to read one slide…
  • Flash SEO Secrets

    1. 1. The Black Magic of Flash SEO<br />Duane Nickull<br />Sr. Technical Evangelist<br />Adobe Systems<br />July 2008<br />
    2. 2. Our work<br />http://www.google.com/search?source=ig&hl=en&rlz=&=&q=soa+white+paper&btnG=Google+Search<br />http://www.google.com/search?hl=en&q=search+engine+optimization+tricks&btnG=Search<br />
    3. 3. This beat out MSDN, IBM Developer Networks and Sun DN<br />http://www.google.com/search?hl=en&q=enterprise+developer+resources&btnG=Search<br />
    4. 4. Demo search in Google for: <br />SOA White Paper (2,110,000 results)<br />Adobe Cloud Computing (2,570,000 results)<br />Sombrio (Sombrio is done in Flash) 1,510,000 results<br />Web 2.0 Architecture (23,100,000 results)<br />Search Engine Optimization Tricks (4,120,000 results)<br />Web 2.0 Architecture (23,100,000 results)<br />Understanding REST (74,900,000 results)<br />
    5. 5. Before we tell you how we did this – ETHICS!<br />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;<br />Take the time to STUDY THE DOCUMENTATION from the search engine vendor on how they rank web pages! <br />Utilize the publicly available information and you will find plenty of ways to elevate your site without resorting to “tricks”;<br />ask yourself if your contemplated action is something a general member of the public would do before doing it.<br />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. <br />The rules and systems are in place for a good reason, Respect them!<br />
    6. 6. Agenda<br />A breakdown of what SEO really entails.<br />Understanding the basic forces working against you.<br />A look at Ichabod and other breakthroughs<br />What testing needs to be done<br />Some tips you can employ today.<br />
    7. 7. Search Engine Optimization phases<br />Can be broken into two main phases: <br />The initial crawling, indexing and page rank<br />Dynamic page rank scoring using adaptive algorithms<br />1 2<br />
    8. 8. It takes time. Shortcuts are not always in your best interest….<br />Front wheel drive car<br />Only 15 feet of run-up to beach it on the rock!!<br />Nice!!<br />
    9. 9. RULE #1: Do not get too worried about initial page rank!<br />This is only a starting point, all is dynamic afterwards.<br />Google’s page rank has some funny results<br />http://www.blogger.com/publish-confirmation.g?blogID=17460203&postID=8164939958507135964&timestamp=1224750925988&javascriptEnabled=true<br />
    10. 10. RULE #1: Do not get too worried about initial page rank!<br />Why 8/10 for the admin page; 7/10 for the public page????<br />
    11. 11. Dynamic Ranking is FAR more important than initial<br />Yahoo and Google watch what you do!<br />
    12. 12. Where to start<br />What term do you want to optimize for?<br />Too many people do not do the proper research here.<br />Example #1 – I want to be #1 for the term “Ottawa Mobile Spa”<br />That term garners only 3 search per month worldwide<br />Example #2 – I want to be #1 for the term “Berlin books”<br />Does that mean “Books in Berlin” or “Books about Berlin”?<br />Use https://adwords.google.com/select/KeywordToolExternal or similar!<br />
    13. 13. Agenda<br />A breakdown of what SEO really entails.<br />Understanding the basic forces working against you.<br />A look at Ichabod and other breakthroughs!<br />What testing needs to be done<br />Some tips you can employ today.<br />
    14. 14. The problem of binary/dynamic content access<br />Link Crawler<br />HTML Container<br />State<br />State<br />State<br />Page Relevance/Indexing<br />Binary Black Box<br />Search engines have trouble accessing content in different states, unlike humans.<br />???<br />Remote data provided to app<br />
    15. 15. Binary Content<br />Rule #2 – content needs to be able to be read, indexed<br />
    16. 16. Demo – Speech Search in F4V<br />Demo of the search<br />http://www.adobe.com/products/creativesuite/production/videosearch/<br />
    17. 17. Agenda<br />A breakdown of what SEO really entails.<br />Understanding the basic forces working against you.<br />A look at Ichabod<br />What testing needs to be done<br />Some tips you can employ today.<br />
    18. 18. A breakthrough<br />Adobe has created a server technology enabling computer applications to understand the content of a SWF file by using the Flash Player runtime.<br />Adobe has partnered with the leaders in search, Yahoo! and Google<br />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<br />Text and link data from the runtime areare available to be indexed.<br />Users don’t have to do anything<br />New search results and more accurate search results are available<br />Content owners don’t have to do anything<br />Works with all versions of SWF content<br />Works with Flex applications<br />
    19. 19. Link Crawler<br />Ichabod<br />How Ichabod works with a Search Spider<br />Page Relevance/Indexing<br />Virtual User<br />Network Manager<br />SWF Parser<br />HTML<br />Parser<br />DEMO<br />
    20. 20. Deferred Creation<br />DEMO TABS<br />
    21. 21. What you really need to know:<br />???<br />We do not understand fully how much content they will index or how they will weight it.<br />
    22. 22. New Google SWF Capabilities<br /><ul><li> Index textual content displayed as a user interacts with the file. We click buttons and enter input, just like a user would (DEMO)
    23. 23. Discover links within Flash files (DEMO)
    24. 24. Load external resources and associate the content with the parent file
    25. 25. Support common JavaScript techniques for embedding Flash, such as SWFObject and SWFObject2.
    26. 26. Index sites scripted with AS1 and AS2, even if the ActionScript is obfuscated.</li></ul>Reference:http://googlewebmastercentral.blogspot.com/2009/06/flash-indexing-with-external-resource.html<br />
    27. 27. Update on June 19, 2009: <br />“We index sites with AS3 as well. The ActionScript version isn&apos;t particularly relevant in our Indexing process, so we support older versions of AS in addition to the latest.”<br />
    28. 28. Breakthrough – Google now indexing Deep Linking<br />Deep linking causes the URL in the location bar to reflect the state of the application.<br />Several kits available (Code Sample)<br />
    29. 29. Deep Linking – more restful!<br />Deep linking relies on communication between the browser and the Flex application<br />Enable deep linking in Flex Builder<br /> 1. Select Project &gt; Properties.<br /> 2. Select the Flex Compiler option.<br /> 3. Select the &quot;Enable integration with browser navigation&quot; option.<br />Demo: http://tv.adobe.com/#vi+f1537v1483<br />
    30. 30. Agenda<br />A breakdown of what SEO really entails.<br />Understanding the basic forces working against you.<br />A look at Ichabod<br />What testing needs to be done<br />Some tips you can employ today.<br />
    31. 31. Study over 1, 3, 6 12 months<br />Data ProvidersText<br />Labels<br />metadata<br />HTML:<br />Unique1<br />HTML<br />Data ProvidersText<br />Labels<br />metadata<br />SWF:<br />Unique1<br />DEMO DWSEOTEST<br />All Unique Terms<br />Pure – no one can search and click.<br />
    32. 32. The Test Results! <br />Results will be announced at MAX in Los Angeles!<br />
    33. 33. Agenda<br />A breakdown of what SEO really entails.<br />Understanding the basic forces working against you.<br />A look at Ichabod<br />What testing needs to be done<br />Some tips you can employ today.<br />
    34. 34. Dynamic Page Ranking – understanding your main focus!<br />Dynamic page ranking<br />Search engines constantly monitor what you search for and what you click on.<br />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<br />
    35. 35. What is Google really doing?<br />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<br />Try one:<br />ei=AOKlSaLSBMTMnQfhs5GjBQ<br />usg=AFQjCNHtxRnR1RWVZrM6TD0uYFmK8GWFTA<br />sig2=eFYPDz8WzdtLw9OB_y00qA<br />Try two:<br />ei=Lv2lSYXeL8TMnQePtZWjBQ<br />usg=AFQjCNHZFyB7San73Hj6Lb0zkcUbGq_N0g <br />sig2=nNH5vIakDgirDg8dMpz7RQ<br />- Base 67 system<br /><ul><li>Highest observed value is 67^34</li></li></ul><li>
    36. 36. This won’t do much. Why?<br />WRONG!!!<br />
    37. 37. This would work, but Google would detect a spike!<br />http://www.google.com/search?hl=en&pwst=1&q=Adobe+max+2008&start=10&sa=N<br />MIGHT HELP!<br />This does help!<br />
    38. 38. Remote data loading – now supported<br />
    39. 39. XHTML as a data provider!<br />
    40. 40. Best solution: As many links as you can attract!<br />DO NOT USELINK FARMS!!<br />
    41. 41. Blah blah blah – the other obvious stuff<br />In HTML, based on many factors<br />The text of a page<br />The text hyperlinked to the page<br />The meta tags (keywords), BUT only if they also appear in the article<br />The URL<br />The page name<br />Page title<br />Number of pages relevant for a topic pointing at that page<br />
    42. 42. Some general tips<br />Research your search term(s) carefully<br />No more than 3 words<br />Ensure your domain has these terms<br />Register the local country domain too.<br />Use alt text for all images<br />Use meta keywords and add your terms in the body of your page, but no more than 7%.<br />Use email signatures<br />Page titles<br />H1 near top of page<br />Name the images, SWF’s the search term names<br />
    43. 43. More Resources<br />http://technoracle.blogspot.com/2008/07/searchable-flash-some-early-tips.html<br />http://www.businesswire.com/portal/site/google/?ndmViewId=news_view&newsId=20080630006649&newsLang=en<br />http://www.sitemaps.org/faq.php<br />http://www.adobe.com/devnet/flashplayer/articles/swf_searchability.html<br />http://technoracle.blogspot.com- for research announcements<br />
    44. 44.
    45. 45. 42<br />Speaker bio - Duane Nickull <br />Current<br />Chair - OASIS SOA Reference Model Technical Committee (OASIS Standard as of 2006)<br />Community Member (Planning Committee) - Ontolog Forum<br />Contributor - OASIS SOA Reference Architecture Technical Committee<br />Contributor – Most Web Services Specifications<br />Host – Duane’s World TV (http://tv.adobe.com)<br />Past:<br />Contributor/architect - W3C Web Services Architecture<br />Chief Architect/Chair - United Nations CEFACT Technical Architecture (SOA)<br />Chair - OASIS eBusiness SOA Technical Committee<br />Chief Architect - ebXML Technical Architecture (first major SOA)<br />Co-inventor - GoXML Contextual XML Search (51 unique patent points)<br />Co-Inventor - XML Commerce Pro (1997-8) first fully XML commerce engine<br />Author (books, white papers, technical articles0<br />Speaker (Conferences, Universities …)<br />Duane’s band 22nd Century http://www.myspace.com/22ndcentury<br />
    46. 46. 43<br />Speaker bio – Rich Tretola<br />Current<br />Web Applications Development Manager – Herff Jones Inc.<br />Community/Content Manager – InsideRIA.com<br />Adobe Community Expert – RIA (AIR, FLEX)<br />Owner – EverythingFlex.com<br />Author (Web) – InsideRIA.com, EverythingFlex.com<br />Co-Author (Book) – O’Reilly Flex 4 Cookbook (2009)<br />Past:<br />Co-Author (Book) – O’Reilly AIR 1.5 Cookbook (2008)<br />Author (Book) – Wrox Beginning Adobe AIR 1.0 (2008)<br />Co-Author (Book) – Wrox Professional Flex 2 (2007)<br />Adobe Flex Derby Award Winner<br />Adobe AIR Award Winner<br />Speaker (Conferences)<br />
    47. 47. Div layers<br /><ul><li>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.
    48. 48. This is not manipulation.
    49. 49. BUT – Do not use terms that are not relevant! This is illogical.
    50. 50. Example:</li>

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