All entries for Tuesday 01 July 2008

July 01, 2008

Flash SEO, Adobe manoeuvres

Kudos to Adobe, Google and Yahoo for creating the mechanism for Flash content to be indexed on search engines. With one or two reservations (like how to distinguish between application content and a site) I think this is another significant move towards maintaining the ubiquity of Flash. It seems as though Adobe is steadily, but impressively quickly, removing piece by piece the most-cited drawbacks of Flash. Some of the most significant announcements (in no particular order):

  • H.264 video support
  • Open-sourced Flex SDK, BlazeDS
  • Opened access to Flash Player APIs
  • 3D support (thanks to Papervision, Away3D etc.)

Obviously it doesn’t take a genius to work out that, in part, Adobe has had to make some of these moves – HTML5, advances in Javascript and browser technologies promise or already offer many features that up until now Flash had to itself; the canvas and video tags in HTML5, DHTML effects, processing.js, SproutCore, the list goes on – it was inevitable that some of Flash’s functionality would be adopted and integrated into other technologies, but I think that those people who still maintain that they ‘hate Flash’ should still agree that it has been a primary driver of change on the web. This is particularly true in three areas; animation, user experience and video. Flash may responsible in their eyes for evil banner ads and inaccessible sites/UIs, but those things are created by people, and a technology that provides a degree of creative freedom is open to abuse – there are plenty of bad DHTML sites around and more than a fair share of annoying DIV-based floating ads out there already, but there is also a great number of fantastic and successful experiments in user interface design, animation and application experience. Flash has enabled developers to do things on the web they could not have easily done by other means, and those people that attribute bad practice to Flash are both ignorant and in for shock if they believe the same things won’t happen when other technologies catch up. Up until now it’s been far too easy to blame Flash, when Flash isn’t the problem. Use it where it works, not where it doesn’t (like whole sites).

In addition to the technology itself, Adobe has provided the means to develop and deploy it effectively, with the Flex SDK and FlexBuilder. Personally I have no objection to proprietary technologies when they a) work, b) don’t break anything and c) positively drive change and allow people to do things that standards-based technologies often take much longer to enable (and often not quite as well). Flash and Flex won’t be the standard, they will peacefully co-exist with other technologies (along with man, and fish); a single unified standard just isn’t possible in a competitive world, nor is it always desirable. Someone has to innovate, and attacking Flash (or Apple come to to think of it) for being proprietary is like attacking Ferrari for making a better sportscar (and charging for it). If it enables you to go faster, better, and (similar to Java and JS) is on 90-something% of desktops, who can blame Adobe for adding features and functionality that will maintain or increase edge and adoption? And at the same time if it is making key components of its platforms open, regardless of motivation, it’s A Good Thing*. So long as the standards do catch up, it’s fine.

There is I think, one thing left to do at the moment, the final hurdle as I see it – accessibility. It’s kind of in there, but if Adobe could make Flash and Flex as accessible as a typical web page, or at least as easy to make accessible as a web page, it would remove the one last stick with which it gets beaten. In fact and to bring this full circle, the same mechanism by which search indexing now works may also prove the key to unlocking accessibility, so maybe that’s already possible?

*None of these arguments apply to Microsoft, especially the Ferrari analogy. Silverlight is neither better or faster.


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