Google has done it again.  If there is one thing Google has proved they can do is develop sophisticated algorithms.  Now, in cooperation with Adobe, Google has announced a new algorithm that can read the text content of Flash files.  This is a big deal for SEO results.

For years, those of us in the SEO industry have known that Flash content was not able to be indexed by search engines.  So, we’ve always recommended against heavy use of Flash in websites, at least in part for good SEO rankings.  Of course, there are other reasons for caution against the use of Flash in a website.

For the record, our website uses Flash files.  We think our use of Flash is not excessive in terms of the user experience.  Of course, that is our opinion.  If you feel differently, please drop us a comment in this blog.

Besides the user experience, our use of Flash is balanced by keyword-rich, text content on the topics important to Find and Convert, namely SEO, PPC and Social Media strategies.

This announcement is indeed a significant one both for Google and for Adobe.  But, most notably it’s a big deal for marketers who have Flash websites, or who like to use Flash in their websites.

I offer a caution on this announcement.  First, note that Google makes the statement: “we’ve greatly improved our ability to index Flash.”  I wouldn’t bet on this until some evidence is in and I wouldn’t be surprised if this achievement will evolve in its effectiveness. 

Secondly, I especially caution against over use of Flash in a website.  Remember that in addition to the SEO impact of Flash, your user experience is where the rubber really meets the road.  After all, if you work hard to drive traffic to your website through blogging, other social media strategies, organic SEO or paid search strategies, the last thing you want to do is distract your visitors with excessive Flash content. 

Allow your Flash content to work for you.  Complement your text content with Flash.  Don’t put all your messaging into Flash content.  If you don’t get it right (from your visitor’s perspective) you could be betting it all on your Flash content and you could lose that bet.

So, while this announcement from Google and Adobe is good news, I advise marketers to proceed with caution.  I’ve always been a fan of doing things incrementally so we can test, measure and react.

What do you think about this announcement?

Tags: Adobe, Flash, PPC, SEO, Social Media strategies