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Dev Summit Sf Flash Search V5

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How to make Flash applications easily crawlable and indexable by search engines for maximum acquisition through search

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Dev Summit Sf Flash Search V5

  1. 1. Search Strategies for Rich Internet Applications Presented by: Damien Bianchi ~ @DamoB Regional Director of Client Strategy www.GlobalStrategies.com
  2. 2. About Me <ul><li>Global Strategies International (GSI) </li></ul><ul><ul><li>Enterprise Search Marketing Agency </li></ul></ul><ul><li>What I Do: </li></ul><ul><ul><li>Consult with Enterprise-level Search Marketing Programs </li></ul></ul><ul><ul><li>Spent 6+ years as a Flash Developer & Flash Dev Manager </li></ul></ul><ul><li>Follow Me At: </li></ul><ul><ul><li>@DamoB </li></ul></ul>
  3. 3. My Work With Adobe <ul><li>Adobe’s New SEO Technology Center - www.adobe.com/go/seo </li></ul><ul><ul><ul><li>How To Factor Search Into Your Interactive Strategy </li></ul></ul></ul><ul><ul><ul><li>How To Establish Search-Related Goals </li></ul></ul></ul><ul><ul><ul><li>How To Provide Alternative HTML Content for Search Engines </li></ul></ul></ul><ul><ul><ul><li>Code Samples and Examples </li></ul></ul></ul><ul><ul><ul><li>Importance of Unique URLs </li></ul></ul></ul><ul><ul><ul><li>Design and Animation Recommendations </li></ul></ul></ul><ul><ul><ul><li>How To Create XML SiteMaps </li></ul></ul></ul><ul><ul><ul><li>Other Helpful Tips </li></ul></ul></ul>
  4. 4. Uh Oh!... Flash & Search… <ul><li>They don’t play well together, right? </li></ul><ul><li>Many opinions out there & Different techniques </li></ul><ul><li>Sure, it works if you enable: </li></ul><ul><li>Flux Capacitor + Christmas Lights + A Full Moon </li></ul>
  5. 5. What We Know <ul><li>Dynamic content does not consistently get indexed. </li></ul><ul><li>Google does not index “deep links” within SWF applications </li></ul><ul><li>(# marked URLs) </li></ul><ul><li>It’s not just a Flash Challenge – indexing dynamic content is an issue with other technologies (AJAX, Curl, JavaFX, Silverlight, etc.) </li></ul><ul><li>New Adobe Flash Player For Search Engines is a step in the right direction. </li></ul>
  6. 6. Deep Linking Is Not There Yet One URL – multiple pieces of content Common Solution is to add # for deep linking
  7. 7. Great! So…. What Are We Supposed To Do? <ul><li>This conversation tends to focus on the “accessibility” aspect of providing Search Engines with content they can understand. </li></ul><ul><li>Now that we know the challenges, you still need strategy… </li></ul><ul><li>Lets say you have answered YES to the following: </li></ul>Flash Is a Must-Have For My Site My Flash Site MUST Rank In Search Engines +
  8. 8. What’s Your Strategy? <ul><li>The fundamentals don’t change… </li></ul><ul><li>Always start with your business objectives: </li></ul><ul><ul><li>You want to increase awareness of your products, solutions, or services </li></ul></ul><ul><ul><li>You are targeting a new audience that is not familiar with you </li></ul></ul><ul><ul><li>You want to take down your competition </li></ul></ul><ul><li>Apply that to your web site objectives: </li></ul><ul><ul><li>Flash is the medium that will give your audience the best branded experience </li></ul></ul><ul><ul><li>Must drive traffic to the important PLPs </li></ul></ul><ul><ul><li>10 Business-Critical Keywords = Rank in the Top 5 </li></ul></ul><ul><ul><li>Push your competition off of the SERPs </li></ul></ul>
  9. 9. Applying the Strategy with a Flash site Search Goals <ul><ul><li>1 - Drive traffic to the important PLPs </li></ul></ul><ul><ul><li>2 - Rank in the Top 5 for 10 Business-Critical Keywords </li></ul></ul>Site Architecture Decision = Must Establish 10 Unique HTML URLs
  10. 10. Applying the Strategy with a Flash site One SWF for Entire Site HTML URL #1 SWF shows content for Keyword #1 FlashVars = Show State #1 HTML URL #10 SWF shows content for Keyword #10 FlashVars = Show State #10 HTML Text <no script> HTML Text <no script>
  11. 11. Disney World is heavy Flash but…
  12. 12. Easy to navigate to all the inner pages
  13. 13. SWF Content
  14. 14. What the Search Engine Sees
  15. 15. Testing Is Easy <ul><ul><li>Turn off Javascript to test out your PLPs </li></ul></ul><ul><ul><li>Firefox Plugin – Web Developer Tool </li></ul></ul>
  16. 16. Easy Content Maintenance Use XML data source for BOTH the HTML and the Flash content. Extensible Stylesheet Language (XSL) can be used to alter the format of XML data, either into HTML or other formats that are suitable for a browser to display. XML + XSLT = HTML XML SWF HTML Makes for easy maintenance and accuracy of content
  17. 17. Visual Site Maps
  18. 18. HTML Site Maps
  19. 19. XML Site Map - example
  20. 20. Process <ul><li>To set up an individual Google site map requires the following: </li></ul><ul><li>Google Webmaster Tools account </li></ul><ul><li>List of pages on domain (or directory) </li></ul><ul><li>XML document of list (Sitemap Protocol 0.9) uploaded to root directory </li></ul><ul><li>Verification code (to ensure site owner is approving site map) </li></ul>
  21. 21. Search and Flash Nirvana HTML SWF HTML SWF HTML SWF HTML SWF HTML SWF HTML SWF HTML SWF HTML SWF HTML SWF HTML SWF <ul><li>10 Unique URLs (1 for each Keyword) </li></ul>XML SiteMap Points the Engine to your Unique URLs 1 - Unique URLs = Get Indexed, Link Building 2 - Content to crawl 3 - Keeps the Flash functionality and interactivity
  22. 22. Applying the Strategy with a Flash site <ul><li>Organizational Tips: The Planning </li></ul><ul><ul><li>In-House Flash Developers or Agencies – make sure they are up to speed with best practices </li></ul></ul><ul><ul><li>Search should ALWAYS be a part of the project “scope” </li></ul></ul><ul><ul><li>Ensure that your Developers are part of the initial planning stages and avoid oversimplifying the IA decisions like this: </li></ul></ul>FLASH CONTENT
  23. 23. Applying the Strategy with a Flash site <ul><li>Organizational Tips: The Production Cycle </li></ul><ul><ul><li>Developers should apply the best practices </li></ul></ul><ul><ul><li>Designers and Content creators should be on the same page regarding the Search Goals </li></ul></ul><ul><ul><li>Make strategic design decisions. Don’t “overdesign” the animation and transition effects between the PLPs since the browser will have to reload the SWF </li></ul></ul><ul><ul><li>Save this for the content you don’t care about ranking for. </li></ul></ul>
  24. 24. Resources <ul><li>Adobe’s New SEO Technology Center - www.adobe.com/go/seo </li></ul><ul><ul><ul><li>How To Factor Search Into Your Interactive Strategy </li></ul></ul></ul><ul><ul><ul><li>How To Establish Search-Related Goals </li></ul></ul></ul><ul><ul><ul><li>How To Provide Alternative HTML Content for Search Engines </li></ul></ul></ul><ul><ul><ul><li>Code Samples and Examples </li></ul></ul></ul><ul><ul><ul><li>Importance of Unique URLs </li></ul></ul></ul><ul><ul><ul><li>Design and Animation Recommendations </li></ul></ul></ul><ul><ul><ul><li>How To Create XML SiteMaps </li></ul></ul></ul><ul><ul><ul><li>Other Helpful Tips </li></ul></ul></ul>
  25. 25. Next Steps <ul><li>Follow @DamoB Regional Director of Client Strategy </li></ul><ul><ul><li>10+ Years Enterprise Marketing </li></ul></ul><ul><li>Visit our Web site: www.GlobalStrategies.com </li></ul><ul><li>Twitter : http://twitter.com/DamoB </li></ul><ul><li>Thank You! </li></ul>

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