Integrating Your Keywords into Your Content - Using CMS, WYSIWYG Editors, Flash, and Images
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It is important to understand that using technologies such as Flash, image files, and video do not have much of an impact on rankings because these files can not be indexed by search engines. The content embedded in these files may provide a better user experience. However, it means nothing to the search engines. Using ALT tags can help the search engines understand what it is the file is displaying, but nothing can compare to the use of pure text on your web site.
Another common issue that arises often enough that it's worth mentioning here is the use of content management systems and "What you see is what you get" (WYSIWYG) editors. These tools are becoming more common because they can be used immediately by novices to update their web sites. While these tools definitely do make the web site publishing process more efficient, there can be some pitfalls.
First, you need to ensure that the tool you use produces your content as pure text. I have seen a number of sites that use a CMS tool and the system changes the content that is displayed to the public into a Flash file or an image file.
The use of these tools can also produce poorly written HTML code, which can cause search engine spiders not to index your web site. So it is important to make sure if you use a content management system that the HTML code validates. It's even better if you can work with your developers and programmers to ensure your web management system produces search engine friendly content.
Secondly, the "abuse" of CMS tools can hurt your search engine rankings because it's so easy to change the content on your web site. Changing your content a lot does not give the search engines a good idea of what your site is about. Your pages need to be published and remain constant if you want to perform well.
I always recommend a tool that allows you to add pages to your web site and build your content. Avoid CMS tools that only let you change the information on a set number of pages. Your web site needs to be able to grow and expand. A system that only allows changes will force you to consistently remove content. The result will be diminished rankings.
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