Publishers of technology books, eBooks, and videos for creative people

Home > Articles > Design > Adobe Creative Suite

Creating Flash Content that Even Search Engines Like

📄 Contents

  1. Progressively Enhanced Flash With SWFObject
  2. Passing So You Don't Fail
  3. Conclusion
  • Print
  • + Share This
Flash is often perceived as an SEO albatross that will ensure search obscurity for anyone who dares to use it in his or her website. However, you might be surprised to learn that this commonly held perception is not entirely true. Aarron Walter explains how to create flash content for your site that's actually findable.
Like this article? We recommend

Sure, Flash content has its findability issues, but that’s only because we’ve been using it in our sites incorrectly. If you embed Flash in your pages, you won’t have to forsake the rich user experience it can create in your pursuit of findability.

Anyone who regularly follows Web technology news has probably read that Google and Adobe recently teamed up to improve indexing of Flash content. Contrary to what this announcement might lead you to believe, Google has actually been indexing Flash files for some time now.

Historically, Google has translated content in SWF files into HTML, which spiders can then index. But the translated markup that is generated is straight out of the 1990s with an abundance of font, bold, italic, and other presentational tags that convey the content with little or no information hierarchy or semantic meaning. As you can tell from Figure 1, it’s some ugly stuff.

Figure 1

Figure 1 Historically, Google has translated Flash content into some ugly HTML for spiders to parse.

With the recent Flash indexing improvements Google has made, this nasty, auto-generated code that once trumped content in search results appears to be slowly trickling out of the index, replaced by real content results.

Before you get too excited that the Flash SEO utopia you’d once dreamed of has finally come to fruition, let’s take a hard look at reality. Although Flash content is legible to search engines, it still struggles greatly to rank above a web standards compliant HTML page that communicates meaning through semantic markup. A logically structured document that uses heading tags, lists, emphasis, and other semantically meaningful markup currently still does a much better job of communicating the hierarchy and meaning of a message than a SWF will.

This might cause most web designers to either abandon Flash altogether in favor a standards compliant interface, or give up on findability in favor of fancy Flash effects. A more palatable solution lies somewhere in between.

Progressively Enhanced Flash With SWFObject

In my previous article on improving findability through Web standards, I introduced progressive enhancement as a technique you can use to ensure your content is legible to search engines, disabled users, and users on alternate platforms when JavaScript isn’t supported or has been disabled. The secret to making Flash findable lies in using much the same solution. Rather than embedding Flash directly into a page using XHTML’s object element or HTML’s embed element, it makes more sense to provide a meaningful alternative, and only serve up the Flash-enhanced version when the user’s platform supports it. This provides more control over the way your content is presented to search engines, and can result in higher search rankings.

Think of Flash as yet another layer upon the multi-tiered stack that forms the foundation of a well-built website. The HTML structure, CSS formatting, and JavaScript behavior serve as the foundation for the rich interaction and animation of Flash, as illustrated in Figure 2.

Figure 2

Figure 2 Flash is the top layer of a progressively enhanced interface.

SWFObject is an easy-to-use JavaScript library that will first detect which version of Flash the user has installed in her browser, and then embed your SWF. If Flash is supported, it replaces the content in a particular element in the page with code to embed a SWF. Since JavaScript isn’t supported by search engines, spiders will see a semantically meaningful text alternative to the content in the Flash movie, which will make your page more accessible and help ensure it receives an appropriate search ranking.

Let’s take a look at how SWFObject might be used to display a simple slideshow with various promotions or news.

<script type="text/javascript" src="swfobject.js"></script>
<div id="flashcontent">
 <h2>Introducing our new product</h2>
 <p>save 20% on our new, super-cool product</p>
 <h2>An exciting event happening May 1</h2>
 <p>Come to our exciting event on May 1 at 4PM</p>

<script type="text/javascript">
  var so = new SWFObject("slideshow.swf", "mymovie", "400", "200", "8", "#336699");

A <div> with a defined id contains semantically marked up content that is consistent with the text in the Flash movie. SWFObject replaces the contents of <div id=”flashcontent”> with a SWF, resulting in a progressively enhanced, search engine friendly Flash presentation.

Although Google would certainly be able to read the content of this page if it were embedded in a Flash file, the weight of heading tags would allow this page to be more competitive because it communicates a strong information hierarchy.

If you want to get really fancy, you can pass the content of your HTML page into your Flash movie, which would make maintaining your content much easier. When the SWF and HTML files share content you can edit once, and automatically publish to two locations.

  • + Share This
  • 🔖 Save To Your Account

Peachpit Promotional Mailings & Special Offers

I would like to receive exclusive offers and hear about products from Peachpit and its family of brands. I can unsubscribe at any time.


Pearson Education, Inc., 221 River Street, Hoboken, New Jersey 07030, (Pearson) presents this site to provide information about Peachpit products and services that can be purchased through this site.

This privacy notice provides an overview of our commitment to privacy and describes how we collect, protect, use and share personal information collected through this site. Please note that other Pearson websites and online products and services have their own separate privacy policies.

Collection and Use of Information

To conduct business and deliver products and services, Pearson collects and uses personal information in several ways in connection with this site, including:

Questions and Inquiries

For inquiries and questions, we collect the inquiry or question, together with name, contact details (email address, phone number and mailing address) and any other additional information voluntarily submitted to us through a Contact Us form or an email. We use this information to address the inquiry and respond to the question.

Online Store

For orders and purchases placed through our online store on this site, we collect order details, name, institution name and address (if applicable), email address, phone number, shipping and billing addresses, credit/debit card information, shipping options and any instructions. We use this information to complete transactions, fulfill orders, communicate with individuals placing orders or visiting the online store, and for related purposes.


Pearson may offer opportunities to provide feedback or participate in surveys, including surveys evaluating Pearson products, services or sites. Participation is voluntary. Pearson collects information requested in the survey questions and uses the information to evaluate, support, maintain and improve products, services or sites; develop new products and services; conduct educational research; and for other purposes specified in the survey.

Contests and Drawings

Occasionally, we may sponsor a contest or drawing. Participation is optional. Pearson collects name, contact information and other information specified on the entry form for the contest or drawing to conduct the contest or drawing. Pearson may collect additional personal information from the winners of a contest or drawing in order to award the prize and for tax reporting purposes, as required by law.


If you have elected to receive email newsletters or promotional mailings and special offers but want to unsubscribe, simply email

Service Announcements

On rare occasions it is necessary to send out a strictly service related announcement. For instance, if our service is temporarily suspended for maintenance we might send users an email. Generally, users may not opt-out of these communications, though they can deactivate their account information. However, these communications are not promotional in nature.

Customer Service

We communicate with users on a regular basis to provide requested services and in regard to issues relating to their account we reply via email or phone in accordance with the users' wishes when a user submits their information through our Contact Us form.

Other Collection and Use of Information

Application and System Logs

Pearson automatically collects log data to help ensure the delivery, availability and security of this site. Log data may include technical information about how a user or visitor connected to this site, such as browser type, type of computer/device, operating system, internet service provider and IP address. We use this information for support purposes and to monitor the health of the site, identify problems, improve service, detect unauthorized access and fraudulent activity, prevent and respond to security incidents and appropriately scale computing resources.

Web Analytics

Pearson may use third party web trend analytical services, including Google Analytics, to collect visitor information, such as IP addresses, browser types, referring pages, pages visited and time spent on a particular site. While these analytical services collect and report information on an anonymous basis, they may use cookies to gather web trend information. The information gathered may enable Pearson (but not the third party web trend services) to link information with application and system log data. Pearson uses this information for system administration and to identify problems, improve service, detect unauthorized access and fraudulent activity, prevent and respond to security incidents, appropriately scale computing resources and otherwise support and deliver this site and its services.

Cookies and Related Technologies

This site uses cookies and similar technologies to personalize content, measure traffic patterns, control security, track use and access of information on this site, and provide interest-based messages and advertising. Users can manage and block the use of cookies through their browser. Disabling or blocking certain cookies may limit the functionality of this site.

Do Not Track

This site currently does not respond to Do Not Track signals.


Pearson uses appropriate physical, administrative and technical security measures to protect personal information from unauthorized access, use and disclosure.


This site is not directed to children under the age of 13.


Pearson may send or direct marketing communications to users, provided that

  • Pearson will not use personal information collected or processed as a K-12 school service provider for the purpose of directed or targeted advertising.
  • Such marketing is consistent with applicable law and Pearson's legal obligations.
  • Pearson will not knowingly direct or send marketing communications to an individual who has expressed a preference not to receive marketing.
  • Where required by applicable law, express or implied consent to marketing exists and has not been withdrawn.

Pearson may provide personal information to a third party service provider on a restricted basis to provide marketing solely on behalf of Pearson or an affiliate or customer for whom Pearson is a service provider. Marketing preferences may be changed at any time.

Correcting/Updating Personal Information

If a user's personally identifiable information changes (such as your postal address or email address), we provide a way to correct or update that user's personal data provided to us. This can be done on the Account page. If a user no longer desires our service and desires to delete his or her account, please contact us at and we will process the deletion of a user's account.


Users can always make an informed choice as to whether they should proceed with certain services offered by Adobe Press. If you choose to remove yourself from our mailing list(s) simply visit the following page and uncheck any communication you no longer want to receive:

Sale of Personal Information

Pearson does not rent or sell personal information in exchange for any payment of money.

While Pearson does not sell personal information, as defined in Nevada law, Nevada residents may email a request for no sale of their personal information to

Supplemental Privacy Statement for California Residents

California residents should read our Supplemental privacy statement for California residents in conjunction with this Privacy Notice. The Supplemental privacy statement for California residents explains Pearson's commitment to comply with California law and applies to personal information of California residents collected in connection with this site and the Services.

Sharing and Disclosure

Pearson may disclose personal information, as follows:

  • As required by law.
  • With the consent of the individual (or their parent, if the individual is a minor)
  • In response to a subpoena, court order or legal process, to the extent permitted or required by law
  • To protect the security and safety of individuals, data, assets and systems, consistent with applicable law
  • In connection the sale, joint venture or other transfer of some or all of its company or assets, subject to the provisions of this Privacy Notice
  • To investigate or address actual or suspected fraud or other illegal activities
  • To exercise its legal rights, including enforcement of the Terms of Use for this site or another contract
  • To affiliated Pearson companies and other companies and organizations who perform work for Pearson and are obligated to protect the privacy of personal information consistent with this Privacy Notice
  • To a school, organization, company or government agency, where Pearson collects or processes the personal information in a school setting or on behalf of such organization, company or government agency.


This web site contains links to other sites. Please be aware that we are not responsible for the privacy practices of such other sites. We encourage our users to be aware when they leave our site and to read the privacy statements of each and every web site that collects Personal Information. This privacy statement applies solely to information collected by this web site.

Requests and Contact

Please contact us about this Privacy Notice or if you have any requests or questions relating to the privacy of your personal information.

Changes to this Privacy Notice

We may revise this Privacy Notice through an updated posting. We will identify the effective date of the revision in the posting. Often, updates are made to provide greater clarity or to comply with changes in regulatory requirements. If the updates involve material changes to the collection, protection, use or disclosure of Personal Information, Pearson will provide notice of the change through a conspicuous notice on this site or other appropriate way. Continued use of the site after the effective date of a posted revision evidences acceptance. Please contact us if you have questions or concerns about the Privacy Notice or any objection to any revisions.

Last Update: November 17, 2020