There has been an update to the Google Webmaster Blog about the whole Flash Search index issue. I still have 2 issues.

1) There is no way to predict what Google will see. What would be ideal would be a tool or SDK from Google that would allow Flash developers to see what Google sees before it puts a flash file online.

2) It is unproven technology. There just aren't enough examples online to show how this new search feature is being used. Until more Flash files start showing up properly in the index I am going to keep doing what I have been doing to serve searchable content up to Google.

http://googlewebmastercentral.blogspot.com/

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.

@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.

@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.

@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.

After reading more about the whole Adobe announcement, they really seem to be pushing SwfObject 2.0. Why? Simply because it not only makes use of Javascript, but uses the older embed tags that we used to make use of before the whole IE "Click to Activate" issue.

This may also seem familiar if you publish an HTML file directly from Flash. It not only uses JavaScript, but has a no-script area that uses the older embed tags. To my knowledge Flash has already been doing this since Flash 8.

The problem with doing this is that it doesn't allow you the opportunity to make a search engine friendly version of your site. I know that this is the purpose of the Adobe announcement, but it is unproven technology. Additionally there is no way for a developer to test it or program Flash to have things show up properly in Google or Yahoo.

Currently creating an search engine friendly version of your flash site affords you the ability to have control over the way search engines will see your content. It also affords you the ability to create a non-flash version of the site for users that don't have Flash at all. So in theory you are creating a highly accessible version of your site by using .NET or something similar to transform the XML and assets that are used by the Flash into an XHTML version of your Flash.

It isn't all about search, it is also about making your content accessible to everyone, even those that don't have Flash.

Ever since Adobe has made its recent announcement about the improved ability to index Flash I have had a question. Where is the SDK for developers? Late last year when Google announced that they were using the Adobe Search SDK to begin to index flash files it was great because it was an SDK that developers could download.

What is the benefit of this you may ask? If Adobe was to release a new SDK based on the new tech that they are providing to Google & Yahoo developers could use this to build a Flash file that would be indexed properly. If they expect developers to simply hope that their file would be indexed properly they are mistaken. Files need to be built to optimize it for SEO, much in the same way that we optimize html files for SEO.

If the search engines were able to index most of the current flash sites, us as developers have no idea what will show up in Google? Do we have to wait for the file to be indexed before we can fix issues? How do we test it locally before deployment? The older flash SDK at least allowed you test and see what would be indexed from the file.

Adobe, we need a new SDK based on this "headless" flash player.

Yet again, I had to deal with another email about Adobe's announcement that millions of swf files would start showing up in search results. The misconception on Adobe's part is that by providing the ability to Google and other search engines to search within a Flash file that magically swf content will show up in search results. I am sorry, but it won't do anything for search results until Google and other search providers start indexing JavaScript or at least allow the JavaScript in SwfObject.

While what Adobe is doing is great, it isn't going to matter at all in the end. Google on it's own blog says:

"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."

What does this mean? This means that 99% of all websites will never show up in Google. If a site isn't using JS to embed flash content, then the site isn't being built properly. So in essence swf files will be indexed, but it will be the junk swf apps of the net.

While it is great that Adobe is trying to work with Google and Yahoo to provide a better search experience, it isn't anywhere near perfect.

A) Google/Yahoo will not execute JS. This means the majority of Flash sites will not show up. This is because almost ALL of the Flash online is put on the page via JS.

B) If your swf file even showed up in google... External content isn't indexed as part of the primary swf file. If there is content that is external (html, xml, flv, swf) they show up as being separate files in the index and they don't show up as content in that first swf. The way most sites are built, the swf will show up in the search results as being empty.

C) If your swf file even showed up in google... No indexing of Images or FLV's

While it seems that Adobe is trying to make the swf indexable, it seems that nobody else is even making an effort. Google, Yahoo, etc. need to adapt to the new market and improve what they search for. They are completely missing the mark here.

You can read some of Ben Forta's comments here:

http://www.forta.com/blog/index.cfm/2008/7/1/Flash-Content-Is-Now-Searchable

With the ongoing spread of social media and social networking applications it only makes sense that the automotive sector would get in on the action. Unfortunately there are some car brands that still do not see the benefits of using social media to build a brand... :(

Chevy Tahoe "Create you ad" - 2006 Perhaps one of the earliest examples (and boldest) was the advertisement where anyone could create their own Chevy ads. Many anti-SUV/Auto ads appeared, and some suggest it was a failed campaign. I believe it was a success for the very reasons it was criticized, at least GM took a bold move to embrace what everyone was talking about, aside from the residual buzz from the campaign itself.

Jeep's Have Fun Out There To me, this is really a great way of reaching with these tools, rather than create all the content themselves, Jeep has aggregated content from the community. I'm sure it's been filtered, so nothing inappropriate is added, but it's a good way of letting the community 'drive' their own agenda. Essentially they are "fishing where the fish are" by linking and aggregating communities where they already exist on flickr, youtube, and facebook.

Honda/Acura Has launched several campaigns such as this 'create your own profile' for your social network, featuring Honda Pilot. Other examples inlcude Acura TSX Facebook page, and a Honda YouTube channel that features a variety of innovation lead videos.

GM launches a Community program -2008 From Neville and Shel of the For Immediate Release program (podcast) "GMnext is more or less a year-long online initiative around the 100th anniversary of the company. Here's a bit of an overview in the event it's close to what you're looking for. Shel did a few podcasts when they launched." Aside from this community initiative, GM continues to push the envelope and has created a 'social media newsroom'.

Chrysler Listens with Insight Community -08 Forming an online community is one thing, but using it to listen to customers, then making changes is another. Chrysler has launched a Customer Advisory Board that allows customers to be involved in a two way dialog to make suggestions. This one was powered by Passenger. Mini's Owners' Lounge By creating an extranet for customers, Mini has let their owners self organize, self-express, and communicate.

GM's many blogs This Chrysler auto focused blog is rich with media, appears to be frequently updated, by void of many comments. Of course many of you know the GM Fast Lane blog, which has been around since 2005, authored by employees such as Bob Lutz, and the GMNext blogs.

Jeep's Patriot Adventure: Choose your own Adventure -2008 Really an example of interactive marketing, not social media (aside for videos going on Youtube) Jeep launches an interactive campaign where members can direct which choices video actors make.

Ford's Social Media Press Release I've never really understood the value of the social media press release, as I'd rather see corporations/employees joining the conversation, as the level of trust will be higher. In any case, Ford has developed a social media press release for it's cars, the layout and visualization of the cars looks fantastic.

Toyota: Master of Africa -2008 I applaud this community site that talks about 4X4 best practices and sharing, as it discusses not only the sponsored brands' discussion of their products, but other companies. Great way to really join the authentic conversations that the market will already have, and attempt to build trust.

Scion Speak let's owners self-express By encouraging owners to create their own personalized emblem, they strengthen member affinity. This is really an example of interactive marketing, not social media. Now, if members were able to take that emblem to their social networking site, then it could spread. Also, there should be a way to print out that emblem and adhere to car.

BMW 1 Series Graffiti Facebook campaign -2008 This is perhaps one of the best case studies of brands getting social media right, like the Dell Regeneration campaign (both by Federated Media) BMW reaches to existing Grafiti users to draw what they think the BMW 1 means to them "What drives you?". The result is astounding, thousands of beautiful pieces of art created, and spread across Facebook.

Saturn gets Community -2008 I've always been impressed with the friendly Saturn brand, from user group sponsorships to the no pressure selling, they offer more of an easy going lifestyle brand. Now, their online community reflects their ethos, with groups, member profiles, and other social networking features

Nissan Finland launches Social Map Mashup This interactive map let's members upload their destinations and images and let's them share with others. It's themed around the various offroad vehicles, trucks, and SUVs by Nissan. It looks like it's a flash app, but I question if that's very useful for mobile users.

United Auto Workers Community The UAW, according to Chuck Gose, "allows workers to submit their stories to about what it means to be a part of the UAW and then other readers can comment or rate the story. They can also submit video."

Various Brands: Social Networking Campaigns Many of these are too minor to point out individually, but there are dozens of brands that have created social network marketing groups or campaigns, and thousands of groups created by owners themselves, a few examples: BMW, Facebook