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Dynamic Content - Fix it Now or Suffer Later
By - Pamela Upshur
Sites that use Macromedia
Flash are often beautiful animated works, but when it comes to the search engine
game, these graphic elements do not enhance the site's visibility. The spiders
are blind to the content in that beautiful Flash image. This problem is
particularly significant when the Flash content is on the index page of the
site.
The time to determine the
impact of a dynamic platform for content creation on your site's SEO program is
before you get locked into the platform and before you design the database. If
you don't do it now, you will find yourself looking for "workarounds"
and other rescues to keep your site from sinking into the quicksand of search
engine oblivion.
Search engine visibility
begins with your site design. The time to bring in a SEP specialist is during
this phrase...before decisions are made regarding platform and templates are
prepared. Unfortunately, the SEP professional is often brought in too late,
after the site is ready for use or when the site owners are perplexed by its
lack of traffic from search engines.
We are all familiar with
the traditional usability issues that are constantly thrown around: Is it easy
to read? Is the branding consistent from section to section? Does the site load
so slowly that the user leaves, frustrated by a long wait? A key usability issue
for a commerce site might be whether it is easy to make a purchase on the site
or the process is confusing. These issues impact "stickiness" and
overall performance. While they are important to the success of a site, they are
not, by themselves, central to its search engine visibility. The impact of site
design on visibility goes way beyond these considerations.
It's a simple as this: The
secret to increasing search engine visibility is to focus on interaction with
the search engine. What I mean is that our "customer," for all
practical purposes, is a spider or other robot that must find, navigate, and
read the site.
Search engines spiders are
a very old, primitive technology. In recent years, spiders have evolved that
crawl the Web faster and can capture more data, but they are still the same
basic technology. Today, Google displays and index dynamic content pages, but
only when the pages are submitted.
Your workaround for
creating search-engine-friendly Flash alternative pages is to use a keyword text
and phrase-rich entrance page that offsets the copy that is buried in the Flash.
Another solution is to create a two-frame frameset where one frame is only one
pixel in height. In this mini-frame, you can use the tag to create an area where
you can put your content. Still another, less visible pleasing, option is to
alternate your use of Flash with static content. Remember: Search engines don't
read Flash or text in graphics, and you must include an alternative source.
It's simple as this: The
secret to increasing search engine visibility is to focus on interaction with
the search engine. What I mean is that our "customer," for all
practical purposes, is a spider or other robot that must find, navigate, and
read the site.
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About The Author:
Pamela Upshur, Internet Business Opportunity
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