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Are interactive websites becoming marketing wallpaper?

15 Mar 2006 09:538 commentsBizLike
Interactive websites utilising Flash have been en vogue since this technology became more accessible during the mid to late Nineties. With the ascent of broadband connectivity, the need for optimising .SWF file sizes became even less of an issue. This in turn saw online audio and video streaming becoming commonplace across Europe, North America and further afield.
Postmodernism informed websites such as www.requiemforadream.com and "big" online presence sites started setting the tone, with corporate companies insisting on sophisticated websites featuring slick Flash elements. These include complex navigation systems, interactive games, interactive elements where users can drag things around, compile informative elements and navigate content intuitively, etc.

Even relatively low profile website designers emulate these benchmark "interactive" traits to this day, insisting that the website user has the right to be treated to slick graphics and be given the opportunity to make interactive choices online.

Pretty - but can it be found online?
Except that, with the ascent of Google.com as global number one search engine, the rules start changing. As Google increasingly emphasises quality content and authoritative text-based website material, the slick window dressing that forms the foundation of "interactivity" is exposed for what it is.

In line with this valuation trend, pure Flash websites that don't feature at the very least a HTML navigation system, simply don't get indexed. Although they look very pretty and often feature high levels of interactivity, and - arguable - higher levels of stickiness, these sites are not accessible as .

Even though Flash websites may carry significant amounts of textual content, they are predominantly graphics-focused, as it would simply not make sense to build a purely text-based website in Flash.

Yet accessible, useful content is what the search engines want, and without indexation, a website is an isolated island, far away from the eyes of website visitors.

So what does the future hold for Flash oriented websites?
In terms of website users finding what they are looking for, relevant, accessible content is king. The proliferation of the Search Engine Marketing industry attests to this. Increasingly, Search Engine Optimisation is being leveraged and content modified accordingly to appeal to the search engines' search algorithms.

For the foreseeable future, however, the only people who will benefit significantly and specifically from having a Flash website are Flash website designers, online graphics artists or parties who only wish to reference their site in an offline context - a digital trophy piece of sorts; something to slap on corporate communications documents or a business card, perhaps.

Yet it seems extremely foolhardy to invest significant amounts of effort and money in creating websites which simply cannot compete at any level within a global online context.

Search engines make big brands even bigger
As a business entity wishing to leverage the Internet as a marketing medium, however, having only a slick Flash-driven online corporate presence is a futile and costly indulgence - with the obvious exception of graphics industry agents or large brands with a pre-established offline awareness.

Similarly, a big brand such as BMW wouldn't necessarily need Search Engine Optimisation or website indexing to get traffic. Yet if they do, the effects are significant. In an online environment, usage almost invariably starts with a search query; disregarding this reality is foolish.

The workable conciliating between search engine functionality and website aesthetics lies in building HTML, XML or related mark-up language driven sites, and then incorporating modular Flash driven components that plug into a crawlable website structure.

Essentially, Flash for the sake of Flash equates to art for the sake of art. And websites that aren't accessible to search engines will sukkel making money online.

Read these Search Engine Tips if you want to find out more about optimising your website for search engines.

Article issued by Purple Cow Communications
Website: www.purplecow.co.za

Contact Leon Lategan on (021) 422 1833 or for more information on this topic.
 
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here we go again
Oh shut up Leon-
Such a clown, why not try working with some real brand sites instead of the media giant that feathers your bed.

As for your comments: don't you think brands such as coca cola, have er..... the url coca-cola.com?

Not everything needs to be funneled into the crock of shit you're trying to peddle.

And by the way, why not try get a real company name instead of Tom Peterising yourself, got it? Posted on 16 Mar 2006 16:27
Hear Hear!-
Best retort of the year! Posted on 17 Mar 2006 09:40
smg
These SEO "basic tips" articles are tired-
I think that this article would be better suited to 2003 or 2004. It's all been said before by more established online marketers. How about something a bit more ground breaking? Posted on 17 Mar 2006 10:29
Alan
Poephol Cow?-
Anyone worth his salt knows that search engine indexing for flash sites or portals is easily possible (for what it is worth). Particlulary the XML driven sites that many of the best Flash sites are.

Search Engine listing/optimisation is now becoming pretty much obsolete without taking a different direction.
Try searching for 'Search Engine Marketing' and Google will return 228 million results! Useful!

The only way to reliably get listed now is not by optimising and indexing your site but by putting your hand in your pocket and simply buying a sponsored link or Adwords from Google. Then surprisingly enough, Google will not care whether your site is built out of HTML, Flash or horse manure!

Remember that its all very well being found, but stickiness and repeat vists are everything. People demand a lot more from sites these days and there are some incredible flash portals / sites out there that knock spots off HTML sites for content delivery (eg. Roadrunner (USA), EntertainmentAfrica (is South African!), Macromedia etc.)

When Flash is done well it easily outshines, outperforms and more often than not a lot more cost effective and expandable. (and search engine indexable!)

These type of sites not only compete globally, but outshine every other equivalent HTML site out there and are 100% accesible by all platforms and browsers unlike many HTML sites. Admittedly there are only one or two companies in SA that are able to produce Flash to that level - but they are here.

It is a little unfair to use rediculous scare tactics such as these to sell your products. The future of the web in South Africa worryingly lies in hands such as yours. Hopefully SA brands will research the importance of these issues a little better with the help of people who know what they are talking about.

Alan Posted on 17 Mar 2006 11:45
Thank-you-
I am so glad that somebody could set the record straight and present the facts in a clear and concise manner. Maybe you should publish a counter article Alan? Posted on 21 Mar 2006 10:23
Katherine
if you don't have anything nice to say...-
While I agree that attacking flash is not necessarily the best way to sell SEO services I don't think it's necessary to be so nasty. It just makes you sound elite and pretentious. Rather put all that energy to good use by writing your own articles and teaching SA's marketing professionals about the effectiveness of the internet as a sales tool when it is well executed.

Perhaps us web people need a portal or community of our own so we can work together to pull up the standards of websites in this country. Maybe we can start by getting this country's proudly south african brands to buy .co.za domains . For instance kulula.com, flysaa.com and onetime.aero ... what the hell is that about? .com is an American domain, who are they trying to appeal to? It's an embarrasment. Posted on 22 Mar 2006 10:33
Kurt
Tend to agree-
We need to be more constructive and encourage debate instead of levelling comments that do nothing to properly inform those in the industry, and those not.

The Flash/non-Flash debate becomes irrelevant if it's not being implemented properly. An earlier post mentioned 1 or 2 companies who can do it properly in SA. Out of how many?

As far as the comment on the .com domain, as I understand it, it's used for COMmercial enterprises (.edu for educational, .org for non-profit organisations), but I do understand your sentiment. Posted on 22 Mar 2006 14:04
Jehanne Kloke
Not so flash...-
I think the novelty of flash is wearing off. We have been building websites for years now, and yes great gimicky websites of flash are still out there, but don't expect great SEO or easy navigation. I think at this stage in SA, we are better off with basic flash elements, but the design of your website and the viral marketing around it is key.

Remember your website is like a ship in the middle an ocean called the World Wide Wed, without viral marketing, how are you going to get people there....?

www.halpernkloke.com Posted on 24 Mar 2006 12:15
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