SWF searchability FAQ
Adobe is teaming up with search industry leaders to dramatically
improve search results of dynamic web content and rich Internet
applications (RIAs). Adobe is providing optimized
Adobe Flash Player
technology to
Google
and
Yahoo!
to enhance search engine indexing of the Flash file format (SWF) and
uncover information that is currently undiscoverable by search engines.
This will provide more relevant automatic search rankings of the
millions of RIAs and other dynamic content that run in
Adobe Flash
Player. Moving forward, RIA developers and rich web content producers
won't need to amend existing and future content to make it
searchable—they can now be confident that it can be found by users
around the globe.
Why is this news important?
Adobe is working with Google and Yahoo! to enable one of the
largest fundamental improvements in web search results by making the
Flash file format (SWF) a first-class citizen in searchable web content.
This will increase the accuracy of web search results by enabling top
search engines to understand what's inside of RIAs and other rich web
content created with Adobe Flash technology and add that relevance back
to the HTML page.
Improved search of SWF content will provide immediate benefits to
companies leveraging Adobe Flash software. Without additional changes
to content, developers can continue to provide experiences that are
possible only with Adobe Flash technology without the trade-off of a
loss in search indexing. It will also positively affect the
Search
Engine Optimization community, which will develop best
practices for building content and RIAs utilizing Adobe Flash
technologies, and enhance the ability to find and monetize SWF content.
Why is Adobe doing this?
The openly published
SWF specification describes
the file format used to deliver rich applications and interactive
content via Adobe Flash Player, which is installed on more than 98
percent of Internet-connected computers. Although search engines already
index static text and links within SWF files, RIAs and dynamic web
content have been generally difficult to fully expose to search engines
because of their changing states—a problem also inherent in other RIA
technologies.
Until now it has been extremely challenging to search the
millions of RIAs and dynamic content on the web, so we are leading the
charge in improving search of content that runs in Adobe Flash Player.
We are initially working with Google and Yahoo! to significantly improve
search of this rich content on the web, and we intend to broaden the
availability of this capability to benefit all content publishers,
developers, and end users.
Which versions of the SWF file format will benefit from this
improved
indexing and searching?
This solution works with all existing SWF content, across all
versions of the SWF file format.
What do content owners and developers need to do to their SWF
content to benefit from improved search results?
Content owners and developers do not have to do anything to the
millions of deployed SWF files to make them more searchable. Existing
SWF content is now searchable using Google search, and in the future
Yahoo! Search, dramatically improving the relevance of RIAs and rich
media experiences that run in Adobe Flash Player. As with HTML content,
best practices will emerge over time for creating SWF content that is
more optimized for search engine rankings.
What technology has Adobe contributed to this effort?
Adobe has provided Flash Player technology to Google and Yahoo!
that allows their search spiders to navigate through a live SWF
application as if they were virtual users. The Flash Player technology,
optimized for search spiders, runs a SWF file similarly to how the file
would run in Adobe Flash Player in the browser, yet it returns all of
the text and links that occur at any state of the application back to
the search spider, which then appears in search results to the end user.
How are Google and Yahoo! using the Adobe Flash technology?
Google is using the Adobe Flash Player technology now and Yahoo!
also expects to deliver improved web search capabilities for SWF
applications in a future update to Yahoo! Search. Google uses the Adobe
Flash Player technology to run SWF content for their search engines to
crawl and provide the logic that chooses how to walk through a SWF. All
of the extracted information is indexed for relevance according to
Google and Yahoo!'s algorithms. The end result is SWF content adding to
the searchable information of the web page that hosts the SWF content,
thus giving users more information from the web to search through.
When will the improved SWF searching solutions go live?
Google has already begun to roll out Adobe Flash Player
technology incorporated into its search engine. With Adobe's help,
Google can now better read the SWF content on sites, which will help
users find more relevant information when conducting searches. As a
result, millions of pre-existing RIAs and dynamic web experiences that
utilize Adobe Flash technology, including content that loads at runtime,
are immediately searchable without the need for companies and
developers to alter it. Yahoo! is committed to supporting webmaster
needs with plans to support searchable SWF and is working with Adobe to
determine the best possible implementation.
How will this announcement benefit the average user/consumers?
Consumers will use industry leading search engines, Google now
and Yahoo! Search in the future, exactly as they do today. Indexed SWF
files will add more data to what the search engine knows about the page
in which it's embedded, which will open up more relevant content to
users, and could cause pages to appear at a higher ranking level in
applicable search results. As a result, millions of pre-existing rich
media experiences created with Adobe Flash technology will be
immediately searchable without the need for companies and developers to
alter content.
When will the new results register on Google?
Google is using the optimized
Adobe Flash Player
technology now, so users will immediately see improved search results.
As
Google
spiders index more SWF content, search results will continue to get
better.
How will this announcement benefit SWF content producers?
Organizations can now dramatically improve the rich web
experiences they deliver to customers and partners by increasing the use
of
Adobe Flash
technology, which is no longer impeding the ability for users to find
those experiences in highly relevant search results. RIA creators and
other web content producers can now be confident that their rich media
and RIA experiences leveraging Adobe Flash technology are fully
searchable by users around the globe who use the dominant search
engines. Furthermore, the ability to index information extracted
throughout the various states of dynamic SWF applications reduces the
need to produce an HTML or XHTML backup for the RIA site as a workaround
for prior search limitations.
Does this affect the searchability of video that runs in Adobe
Flash Player?
This initial rollout is to improve the search of dynamic text and
links in rich content created with Adobe Flash technology. A SWF that
has both video and text may be more easily found by improved SWF search.
Will Adobe Flex
applications now be more easily found by Google search, including those
that access remote data?
Yes, any type of SWF content including Adobe Flex applications
and SWF created by Adobe Flash authoring will benefit from improved
indexing and search results. The improved SWF search also includes the
capability to load and access remote data like
XML
calls and loaded SWFs.
Does Adobe recommend a specific process for deep-linking into a
SWF RIA?
Deep-linking, in the case of SWF content and RIAs, is when there
is a direct link to a specific state of the application or rich content.
A variety of solutions exist today that can be used for deep-linking
SWF content and RIAs. It's important that sites make use of deep links
so that links coming into a site will drive relevance to the specific
parts of an application.
To generate URLs at runtime that reflect the specific state of
SWF content or RIA, developers can use Adobe Flex components that will
update the location bar of a browser window with the information that is
needed to reconstruct the state of the application.
For complex sites that have a finite number of entry points, you
can highlight the specific URLs to a search spider using techniques such
as site map XML files. Even for sites that use a single SWF, you can
create multiple HTML files that provide different variables to the SWF
and start your application at the correct subsection. By creating
multiple entry points, you can get the benefits of a site that is
indexed as a suite of pages but still only need to manage one copy of
your application. For more information on deep-linking best practices,
visit
www.sitemaps.org/faq.php.
Is Adobe planning on providing this capability to other search
vendors too?
Adobe wants to help make all SWF content more easily searchable.
As we roll out the solution with Google and
Yahoo!,
we are also exploring ways to make the technology more broadly
available.
Where to go from here
For for more information from Google on SWF search, read
Improved Flash indexing on the Official Google
Webmaster Central Blog.
About the author
This content was authored by Adobe Systems, Inc.