How to optimize a complete flash website as seo requirements?

[823]

How to optimize a complete flash website as seo requirements?




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[GS]

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[Canonical]

Building a complete site in Flash is a terrible idea. Adobe did give the major engines their specs so that they can now read the Adobe binaries, but this will do little to increase the visibility of Flash sites in the search engine results. Google has been reading most of the content of flash with their own homegrown tools for years.

Matt Cutts from Google said at Pubcon 2008 that though Adobe had shared their specs with them, that it will be 10 years at least before Flash starts ranking any where close to an equivalent HTML site and that HTML will ALWAYS outrank Flash.

The problems w/ building entire sites in Flash are many. First of all, the ENTIRE site gets indexed under a single URL. Imagine a 50 page Flash site... That would be the equivalent of taking a 50 page HTML site and cramming all of the content from the 50 pages into a single home page. By doing so, you reduce keyword density to roughly 1/50th of what it was on each individual page. It means instead of having a separate title, h1, h2s, etc. for each page (so times 50) to help with on page SEO, you get basically a single title element and no h1s, no h2, etc.to help rank. It's ALWAYS easier to have 50 different pages each rank for a different keyword phrase for a total of 50 keyword phrases than it is to have a single page rank for 50 different keyword phrases. Flash web sites are almost 100% dependent on inbound links to rank and the content within the Flash has almost nothing to do with how the site will rank.

Also you are going to get a single meta description element for Google to show in the SERPs regardless of the keywords searched for by users. So you get one meta description for the entire site in the case of Flash sites. Optimizing meta descriptions for each individual page is one way that HTML sites can dramatically increase click-thru-rates when it's used by Google as the text snippet in the SERPs.

Even if the search engines can read the Flash, even if you manage to get the Flash site to rank for targeted keywords, even if you get them to click-thru to your Flash site... it's a terrible user experience. Unlike HTML where Google can send you exactly to the page that ranks for that phrase, when some page 3 levels deep in a Flash .swf file's navigation causes it to rank, the search engines are going to send users to the home page... And then the user has to click around the navigation of the site and hunt down the page that was relevant to their search.

Sure... You could maintain a total copy of the Flash site in HTML but why? Why double the work? And every time you change the Flash you are faced with changing the HTML.

If you don't care about rankings and being found in the SERPs or if you just think it's cool to develop in Flash (which is 99% of the reason most sites end up in Flash... not because the client wants it... but because the developer finds it more fun) then stick with Flash. If you want to write web sites that users can find in the SERPs then I'd highly recommend that you convert the site to HTML.

If you want to "play" with Flash then add a link to the Flash version of the site on the home page of the HTML site. I would however flag the Flash page in this case w/ a <meta name="robots" content="noindex"> so that both the HTML and Flash sites are not indexed leading to duplicate content issues. But again, this is a maintenance nightmare having to modify both the HTML and Flash versions of the site each time you add or modify content.