Improved Flash Indexing

We've received numerous requests to improve our indexing of Adobe Flash files. Today, Ron Adler and Janis Stipins—software engineers on our indexing team—will provide us with more in-depth information about our recent announcement that we've greatly improved our ability to index Flash.

Q: Which Flash files can Google better index now?
We've improved our ability to index textual content in SWF files of all kinds. This includes Flash "gadgets" such as buttons or menus, self-contained Flash websites, and everything in between.

Q: What content can Google better index from these Flash files?
All of the text that users can see as they interact with your Flash file. If your website contains Flash, the textual content in your Flash files can be used when Google generates a snippet for your website. Also, the words that appear in your Flash files can be used to match query terms in Google searches.

In addition to finding and indexing the textual content in Flash files, we're also discovering URLs that appear in Flash files, and feeding them into our crawling pipeline—just like we do with URLs that appear in non-Flash webpages. For example, if your Flash application contains links to pages inside your website, Google may now be better able to discover and crawl more of your website.

Q: What about non-textual content, such as images?
At present, we are only discovering and indexing textual content in Flash files. If your Flash files only include images, we will not recognize or index any text that may appear in those images. Similarly, we do not generate any anchor text for Flash buttons which target some URL, but which have no associated text.

Also note that we do not index FLV files, such as the videos that play on YouTube, because these files contain no text elements.

Q: How does Google "see" the contents of a Flash file?
We've developed an algorithm that explores Flash files in the same way that a person would, by clicking buttons, entering input, and so on. Our algorithm remembers all of the text that it encounters along the way, and that content is then available to be indexed. We can't tell you all of the proprietary details, but we can tell you that the algorithm's effectiveness was improved by utilizing Adobe's new Searchable SWF library.

Q: What do I need to do to get Google to index the text in my Flash files?
Basically, you don't need to do anything. The improvements that we have made do not require any special action on the part of web designers or webmasters. If you have Flash content on your website, we will automatically begin to index it, up to the limits of our current technical ability (see next question).

That said, you should be aware that Google is now able to see the text that appears to visitors of your website. If you prefer Google to ignore your less informative content, such as a "copyright" or "loading" message, consider replacing the text within an image, which will make it effectively invisible to us.

Q: What are the current technical limitations of Google's ability to index Flash?
There are three main limitations at present, and we are already working on resolving them:

1. Googlebot does not execute some types of JavaScript. So if your web page loads a Flash file via JavaScript, Google may not be aware of that Flash file, in which case it will not be indexed.
2. We currently do not attach content from external resources that are loaded by your Flash files. If your Flash file loads an HTML file, an XML file, another SWF file, etc., Google will separately index that resource, but it will not yet be considered to be part of the content in your Flash file.
3. While we are able to index Flash in almost all of the languages found on the web, currently there are difficulties with Flash content written in bidirectional languages. Until this is fixed, we will be unable to index Hebrew language or Arabic language content from Flash files.

We're already making progress on these issues, so stay tuned!

Update: Everyone, thanks for your great questions and feedback. Our focus is to improve search quality for all users, and with better Flash indexing we create more meaningful search results. Listed below, we’ve also answered some of the most prevalent questions. Thanks again!

Flash site in search results before improvements


Flash site after improved indexing, querying [nasa deep impact animation]


Helping us access and index your Flash files

@fintan: We verified with Adobe that the textual content from legacy sites, such as those scripted with AS1 and AS2, can be indexed by our new algorithm.

@andrew, jonny m, erichazann, mike, ledge, stu, rex, blog, dis: For our July 1st launch, we didn't enable Flash indexing for Flash files embedded via SWFObject. We're now rolling out an update that enables support for common JavaScript techniques for embedding Flash, including SWFObject and SWFObject2.

@mike: At this time, content loaded dynamically from resource files is not indexed. We’ve noted this feature request from several webmasters -- look for this in a near future update.


Interaction of HTML pages and Flash

@captain cuisine: The text found in Flash files is treated similarly to text found in other files, such as HTML, PDFs, etc. If the Flash file is embedded in HTML (as many of the Flash files we find are), its content is associated with the parent URL and indexed as single entity.

@jeroen: Serving the same content in Flash and an alternate HTML version could cause us to find duplicate content. This won't cause a penalty -- we don’t lower a site in ranking because of duplicate content. Be aware, though, that search results will most likely only show one version, not both.

@All: We’re trying to serve users the most relevant results possible regardless of the file type. This means that standalone Flash, HTML with embedded Flash, HTML only, PDFs, etc., can all have the potential to be returned in search results.


Indexing large Flash files

@dsfdgsg: We’ve heard requests for deep linking (linking to specific content inside file) not just for Flash results, but also for other large documents and presentations. In the case of Flash, the ability to deep link will require additional functionality in Flash with which we integrate.

@All: The majority of the existing Flash files on the web are fine in regard to filesize. It shouldn’t be too much of a concern.


More details about our Flash indexing algorithm

@brian, marcos, bharath: Regarding ActionScript, we’re able to find new links loaded through ActionScript. We explore Flash like a website visitor does, we do not decompile the SWF file. Unless you're making ActionScript visible to users, Google will not expose ActionScript code.

@dlocks: We respect rel="nofollow" wherever we encounter it in HTML.

Note: Post taken from- http://googlewebmastercentral.blogspot.com/

Import your Google Analytics Goals into AdWords

Last month we published a post showing how you can setup Goals in Google Analytics. Today you can now import your Google Analytics Goals and Transactions into your AdWords account to use as conversion actions. This lets you track campaign ROI and optimize your account for conversions directly inside the AdWords interface.

In the past, you needed to install a separate tracking code to make use of this feature (called AdWords Conversion Tracking). Today all you need is a Google Analytics account and a Goal that receives traffic from AdWords.

One of the benefits of importing your Google Analytics Goals and Transactions into AdWords is that you can use them with the Conversion Optimizer, an AdWords CPA bidding tool that has been shown to help advertisers get more conversions from AdWords. Conversion Optimizer makes it a lot easier to manage your AdWords bidding and maximize results.

For more information including step-by-step instructions on how to import your Goals, visit the Inside AdWords Blog.

Note: Post taken from- http://analytics.blogspot.com/

Bagging the Conversion Elephant

In reading an Occam’s Razor blog post from earlier this year, “Aggregation of Marginal Gains: Recession Busting Analytics!," I noted that Avinash is discussing exactly the same experience we at FutureNow underwent. Ten years ago, low hanging fruit in the conversion improvement space meant high traffic, high impact changes from fixing obviously-wrong calls to action: bad linking, non-obvious next steps, poor UI (user interface).

In fact, for several years conversion improvement was all about UI. Remember that? The theory was (mostly from the UI people, of course), that if you just improved the UI then conversion would follow. What we found out was that if you had a weak UI then of course fixing it would help... but only so far. When it worked you got big fireworks-busting improvements, but only at a singular point in the sales process.

A few years after that it was analytics. If you simply measure everything, then (wave hands here, sprinkle magical pixie dust) you’ll “just know” what to do to improve. If you want to improve more well then just “measure more” — get more analytics apps installed. Or buy more expensive ones.

In the last year or so, the buzz word technique seems to be testing. If you just test everything then somewhere, somehow you’ll know what helps conversion. And when I say “everything”, I mean “EVERYTHING.” Testing is great — in fact, I wrote a best-selling book on this very topic, "Always Be Testing", centered specifically on Google Website Optimizer — but if there’s a bee on your grandmother’s nose, do you honestly have to do a test to determine whether to swat it away? Yet, some companies out there imply to clients they should freeze like a deer caught in the headlights unless and until they have a test to back up every decision made. And if you don’t have enough traffic for the test to be valid just drive more traffic, any traffic, even if precision comes at the cost of accuracy. It's lunacy. No thanks, m’am, that bee on Granny gets swatted and I don’t need 95% statistical confidence to make that decision.

Each time the industry thinks it’s got the elephant in its sights, that five-ton peanut-eater slips away. I think it’s because everyone keeps chasing technology as the solution to pachyderm-sized conversion improvement. If you install the right mix of digital toys, then whamo you’re sure to be the next market leader in your space. Again with the pixie dust.

But it just doesn’t work that way. What we’ve learned is that the big wins come from a long series of small wins, accumulated over time. And small wins come from experienced insight and hard work. And it has to be the type of hard work that a company is willing and able to perform. Not pie-in-the-sky goals without any mechanism for implementing.

I'd recommend focusing less on "big projects" and more on iteration. At FutureNow we did just that, re-tooling our entire business model around this "OnTarget" concept, letting clients decide how many resources they have to devote to improvement in a current cycle, and delivering experienced recommendations specifically for that cycle, and using analytics tools to measure the improvement and testing tools to back up any conclusions. "Rinse and repeat". How do you eat the conversion elephant? One small bite at a time. Exactly what Avinash was speaking about.

Note: Post taken from- http://analytics.blogspot.com/

Flash Indexing with External Resource Loading

We just added external resource loading to our Flash indexing capabilities. This means that when a SWF file loads content from some other file—whether it's text, HTML, XML, another SWF, etc.—we can index this external content too, and associate it with the parent SWF file and any documents that embed it.

This new capability improves search quality by allowing relevant content contained in external resources to appear in response to users' queries. For example, this result currently comes up in response to the query [2002 VW Transporter 888]:


Prior to this launch, this result did not appear, because all of the relevant content is contained in an XML file loaded by a SWF file.

To date, when Google encounters SWF files on the web, we can:

• Index textual content displayed as a user interacts with the file. We click buttons and enter input, just like a user would.
• Discover links within Flash files.
• Load external resources and associate the content with the parent file.
• Support common JavaScript techniques for embedding Flash, such as SWFObject and SWFObject2.
• Index sites scripted with AS1 and AS2, even if the ActionScript is obfuscated.

If you don't want your SWF file or any of its external resources crawled by search engines, please use an appropriate robots.txt directive.

Note: Post taken from- http://googlewebmastercentral.blogspot.com/

Reconsideration Request: Now with Notification

If you've submitted a reconsideration request via Webmaster Tools, you've probably wondered what happens once Google receives it. We've always done our best to act upon these requests as quickly as possible, but until now we haven't notified webmasters once we've processed their requests.
As of last week, after your request has been processed, we'll confirm this by sending a message to your Message Center in Webmaster Tools. (Prefer to be notified by email? You can do that too.) Sometime after you receive a reconsideration request confirmation message, check your site's performance in search results. If it's doing well, it means that Google has reviewed your site and believes that it adheres to our Webmaster Guidelines. If your site still isn't performing well in search, we recommend reviewing our Webmaster Guidelines and also checking out these possible reasons why your site might not be doing as well as you expect.

Note: Post taken from- http://googlewebmastercentral.blogspot.com/

Google SEO Starter Guide

Webmasters often ask us at conferences or in the Webmaster Help Group, "What are some simple ways that I can improve my website's performance in Google?" There are lots of possible answers to this question, and a wealth of search engine optimization information on the web, so much that it can be intimidating for newer webmasters or those unfamiliar with the topic. We thought it'd be useful to create a compact guide that lists some best practices that teams within Google and external webmasters alike can follow that could improve their sites' crawlability and indexing.

Our Search Engine Optimization Starter Guide covers around a dozen common areas that webmasters might consider optimizing. We felt that these areas (like improving title and description meta tags, URL structure, site navigation, content creation, anchor text, and more) would apply to webmasters of all experience levels and sites of all sizes and types. Throughout the guide, we also worked in many illustrations, pitfalls to avoid, and links to other resources that help expand our explanation of the topics. We plan on updating the guide at regular intervals with new optimization suggestions and to keep the technical advice current.

So, the next time we get the question, "I'm new to SEO, how do I improve my site?", we can say, "Well, here's a list of best practices that we use inside Google that you might want to check out."

Note: Post taken from- http://googlewebmastercentral.blogspot.com/