Are interactive websites becoming marketing wallpaper?

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 leon@purplecow.co.za for more information on this topic.