Flash and search engine optimization
Google isn’t a fan of flash. In truth, only a small percentage of the population does. The main reason for this is that it creates a security concern. When it’s loaded by your browser, it’s easy for malevolent people to utilize it to infect your device. Many people’s browsers (including mine) have flash disabled by default. HTML5 has now taken over much of the functionality that flash formerly provided. Flash is being phased out of display adverts in favor of HTML5. As a possible death knell, Google Advertisements will no longer enable you to publish flash-based ads starting in July and will stop displaying them throughout the network starting in January next year.
To say the least, Google isn’t a lover of flash. Aside from the issues with accessibility and security, flash sites lack URLs. As a result, Google has a difficult time accessing and comprehending the content. Text in flash can be indexed, but with the advent of mobile devices that don’t support flash, this is becoming more difficult. Mobile searchers are actively steered away from flash-heavy sites by Google:
On your website, there is no reason to use flash. Although you can get anything made in flash for less than HTML5, there’s a reason why flash developers are cutting corners these days. Rebuilding your flash website in HTML5 is the best method to optimize it.
Usability is becoming a more important aspect of SEO, with dedicated elements of the algorithm looking at things like page layouts and changes being put out explicitly to address it. From Google’s perspective, it makes sense because a poor user experience leads to individuals hating the search experience and a potential loss of money.
Page loading time
If your page takes a long time to load, the user will have a negative experience. They’re more inclined to return to the search results and look for a different result. Because Google understands that slow pages give a bad user experience, it uses load times as a ranking factor.
According to Google’s developer guidelines, a page load speed score of 85 or higher (as measured by their Page Speed Insights tool) indicates that the page is ‘working well.’ As a result, it’s logical to assume that there is a page speed barrier you must reach, rather than incremental rankings improvements across page speeds.
The PageSpeed Score is a number that runs from 0 to 100. A higher score implies that the page is performing well, and a score of 85 or above indicates that the page is performing well.
Google may use a variety of methods to assess page performance. One method is to use a network agnostic test, which means that any elements that may affect load time, such as connection speed or location, are ignored. This is the same mechanism used by the Page Speed tool to measure page speed for webmasters. Another technique it has is to examine user data returned from Chrome, which is, of course, subject to all of those varied variances. If a user has a high-speed 40mb connection, it may load much faster than if they have a slow 2mb connection.
The measurement is divided into numerous variations within this. It’s safe to assume that the various data provided by the page speed tool represent the metrics Google considers essential.
Desktop page loading time : The time it takes for a page to load on a desktop device.
Mobile loading speed is the time it takes for a page to load on a mobile device.
The time it takes to load the portion of the page that is immediately visible above the fold.
Time to load the entire page: How long does it take for the complete page to load?
It will have a negative impact on rankings if your page is plastered in adverts that make the content difficult to access or read. This is a challenging one for webmasters to achieve since it necessitates striking a balance between page availability and rankings. In the end, the lower the position, the fewer visits, but the page may only make money from advertisements.
Ad placement above the fold, as well as ads that interfere with the content itself, are both troublesome. If you have a lot of adverts above the fold, try if moving them down the page has an effect on rankings. Google prioritizes content above advertisements.
Layout of the page
Google looks at the page layout as a whole, similar to how it looks at problems with too many advertising. If your material is below the fold, you may run into issues. Make sure the written text is visible above the fold. Consider including a heading above the image if you start your postings with large photographs.
Last but not least… Debunking readability as a ranking criteria
This is a more debatable point. Readability used to be displayed in Google’s search results, however it has since been removed. There was a lot of conjecture that it was an actual ranking component because it was utilized as a search filter. I don’t believe it is, nor has it ever been.
The following is how Google used to display the result:
The use of this as a ranking element has a significant flaw. What is an appropriate reading level? If your site is geared at children, an advanced level might not be appropriate; but, if it’s an article about the complexities of quantum entanglement, it’s definitely ok.
With auto-generated material using strategies like exchanging words with synonyms to make scraped content original, it’s more likely that there is a readability threshold. If Google can determine how well-written information is, it makes obvious that unreadable or machine-generated pages would be automatically removed.