Swf search final
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This document summarizes a presentation on search engine optimization (SEO) for Flash content. It discusses how search engines index Flash, including breakthroughs that allow indexing of text, links, and interactions. It emphasizes the importance of dynamic page ranking and getting links over initial page rank. Testing over long periods is recommended to understand how content is indexed. Tips provided include using descriptive text, metadata, and linking to optimize Flash content for search engines.
Swf search final
- 1. Secrets, Technology and Magic Behind FlashFlash and the City 2010Duane NickullSr. Technology Evangelist1
- 2. 2Speaker bio - Duane Nickull Chair - OASIS SOA Reference Model Technical Committee (2005-2009)Community Member (Planning Committee) - OntologForum (2002 – current)Contributor - OASIS SOA Reference Architecture Technical Committee (current)Contributor – Most Web Services SpecificationsHost – Duane’s World TV (http://tv.adobe.com)Contributor/architect - W3C Web Services Architecture (2000-2002)Chief Architect/Chair - United Nations CEFACT Technical Architecture (SOA) (2001-2006)Chair - OASIS eBusiness SOA Technical Committee (2003-2005)Chief Architect - ebXML Technical Architecture(1998 – 2001 first major SOA)Co-inventor - GoXML Contextual XML Search (1998 - 51 unique patent points)Co-Inventor - XML Commerce Pro (1997-1998) first fully XML commerce engineAuthor (books, white papers, technical articles0Speaker (Conferences, Universities …)22nd Century http://www.myspace.com/22ndcentury
- 4. This beat out MSDN, IBM Developer Networks and Sun DNhttp://www.google.com/search?hl=en&q=enterprise+developer+resources&btnG=Search
- 5. 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 resultsWeb 2.0 Architecture (23,100,000 results)Search Engine Optimization Tricks (4,120,000 results)Understanding REST (74,900,000 results)
- 6. 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!
- 7. AgendaA breakdown of what SEO really entails.Understanding the basic forces working against you.A look at Ichabod and other breakthroughsWhat testing needs to be doneSome tips you can employ today.
- 8. Search Engine Optimization phasesCan be broken into two main phases: The initial crawling, indexing and page rankDynamic page rank scoring using adaptive algorithms1 2
- 9. It takes time. Shortcuts are not always in your best interest….
- 10. 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 resultshttp://www.blogger.com/publish-confirmation.g?blogID=17460203&postID=8164939958507135964×tamp=1224750925988&javascriptEnabled=true
- 11. RULE #1: Do not get too worried about initial page rank!Why 8/10 for the admin page; 7/10 for the public page????
- 12. Dynamic Ranking is FAR more important than initialYahoo and Google watch what you do!
- 13. Where to startWhat 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 worldwideExample #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!
- 14. 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 doneSome tips you can employ today.
- 15. The problem of binary/dynamic content accessLink CrawlerHTML ContainerStateStateStatePage Relevance/IndexingBinary Black BoxSearch engines have trouble accessing content in different states, unlike humans.???Remote data provided to app
- 16. Deferred Creation – could be an issue if not created?DEMO TABS
- 17. Binary ContentContent needs to be able to be read, indexed…Silverlight and other rich media formatshttp://www.google.com/support/webmasters/bin/answer.py?hl=en&answer=72746#Top ”Google can crawl and index the text content of Flash files, but we still have problems accessing the content of other rich media formats such as Silverlight.”
- 18. Forces can be mitigated – Speech Search in F4Vhttp://www.adobe.com/products/creativesuite/production/videosearch/DEMO
- 19. AgendaA breakdown of what SEO really entails.Understanding the basic forces working against you.A look at IchabodWhat testing needs to be doneSome tips you can employ today.
- 20. A breakthroughAdobe 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 GoogleThe 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 experienceText and link data from the runtime areare available to be indexed.Users don’t have to do anythingNew search results and more accurate search results are availableContent owners don’t have to do anythingWorks with all versions of SWF contentWorks with Flex applications
- 21. Link CrawlerIchabodHow Ichabod works with a Search SpiderPage Relevance/IndexingVirtual UserNetwork ManagerSWF ParserHTMLParserThis slide contains animation. For a PPT version email dnickull at adobe.comDuane to demonstrate – the demo is recorded athttp://technoracle.blogspot.com/2009/01/flash-search-engine-optimization.html
- 22. What you really need to know:???Wedo not understand fully how much content Search Engines will index or how they will weight it.
- 23. 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)
- 27. 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
- 28. Remote data loading and linking to parent!
- 29. Google follows Flash links (AS2 and AS3)?As reported by guava, yes.The two very simple Flash movies were created using Flash MX. Both contained a standard button and a GetURL action in layer within the movie. The button had the following action script added:on (release) {getURL("http://www.example.com/flash-test/scs.php?pageid=5"); }We then added the following to keyframe 10:getURL("http://www.example.com/flash-test/scs.php?pageid=6");http://www.search-engine-war.co.uk/2008/07/flash-time-to-c.html
- 30. Google follows Flash links (AS2 and AS3)?The results! 1. Text link crawled: (Googlebot IP: 66.249.73.27, Time: 16.18) 2. Standard embed flash link crawled: (Googlebot IP: 66.249.73.27, Time: 17.29) 3. Standard embed hidden flash link crawled: (Googlebot IP: 66.249.73.27, Time: 17.29) 4. SWFObject flash link crawled: (Googlebot IP: 66.249.73.27, Time: 18.28) 5. SWFObject hidden flash link crawled: (Googlebot IP: 66.249.73.27, Time: 18.28)http://www.search-engine-war.co.uk/2008/07/flash-time-to-c.html
- 31. 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.”
- 32. Breakthrough – Google now indexing Deep LinkingDeep linking causes the URL in the location bar to reflect the state of the application.Several kits available.
- 33. Deep Linking – more restful!Deep linking relies on communication between the browser and the Flex applicationEnable deep linking in Flex Builder 1. Select Project > Properties. 2. Select the Flex Compiler option. 3. Select the "Enable integration with browser navigation" option.http://tv.adobe.com/#vi+f1537v1483Here is a cool concept:http://ontolog.cim3.net/cgi-bin/wiki.pl?DuaneNickullHow did that get indexed??
- 34. Getting non-REST style URI’s in search results.Here is a cool concept:http://ontolog.cim3.net/cgi-bin/wiki.pl?DuaneNickullHow did that get indexed??
- 35. AgendaA breakdown of what SEO really entails.Understanding the basic forces working against you.A look at IchabodWhat testing needs to be doneSome tips you can employ today.
- 36. Study over 1, 3, 6 12 monthsData ProvidersTextLabelsmetadataHTML:Unique1HTMLData ProvidersTextLabelsmetadataSWF:Unique1All Unique TermsPure – no one can search and click.
- 37. AgendaA breakdown of what SEO really entails.Understanding the basic forces working against you.A look at IchabodWhat testing needs to be doneSome tips you can employ today.
- 38. Dynamic Page Ranking – understanding your main focus!Dynamic page rankingSearch 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
- 39. 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=nNH5vIakDgirDg8dMpz7RQTry one:ei=AOKlSaLSBMTMnQfhs5GjBQusg=AFQjCNHtxRnR1RWVZrM6TD0uYFmK8GWFTAsig2=eFYPDz8WzdtLw9OB_y00qATry two:ei=Lv2lSYXeL8TMnQePtZWjBQusg=AFQjCNHZFyB7San73Hj6Lb0zkcUbGq_N0g sig2=nNH5vIakDgirDg8dMpz7RQ- Base 67 systemHighest observed value is 67^34a VFLN!
- 40. A change in Google Architecture?
- 42. This won’t do much. Why?WRONG!!!
- 43. 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=NMIGHT HELP!This does help!
- 44. XHTML as a data provider!
- 45. Best solution: As many links as you can attract!DO NOT USELINK FARMSFor hire!!
- 46. Blah blah blah – the other obvious stuffIn HTML, based on many factorsThe text of a pageThe text hyperlinked to the pageThe meta tags (keywords), BUT only if they also appear in the articleThe URLThe page namePage titleNumber of pages relevant for a topic pointing at that page
- 47. Some general tipsResearch your search term(s) carefullyNo more than 3 wordsEnsure your domain has these termsRegister the local country domain too.Use alt text for all imagesUse meta keywords and add your terms in the body of your page, but no more than 7%.Use email signaturesPage titlesH1 near top of pageName the images, SWF’s the search term names
- 50. 46Speaker bio - Duane Nickull CurrentChair - OASIS SOA Reference Model Technical Committee (OASIS Standard as of 2006)Community Member (Planning Committee) - Ontolog ForumContributor - OASIS SOA Reference Architecture Technical CommitteeContributor – Most Web Services SpecificationsHost – Duane’s World TV (http://tv.adobe.com)Past:Contributor/architect - W3C Web Services ArchitectureChief Architect/Chair - United Nations CEFACT Technical Architecture (SOA)Chair - OASIS eBusiness SOA Technical Committee (2003-2005)Chief Architect - ebXML Technical Architecture(1998 – 2001 first major SOA)Co-inventor - GoXML Contextual XML Search (1998 - 51 unique patent points)Co-Inventor - XML Commerce Pro (1997-1998) first fully XML commerce engineAuthor (books, white papers, technical articles0Speaker (Conferences, Universities …)Duane’s band 22nd Century http://www.myspace.com/22ndcentury
Editor's Notes
- #21: If you only have time to read one slide…
- #22: 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.
- #23: 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.
- #29: If you only have time to read one slide…