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What is rich media and how does it affect SEO?


Rich media, as per the definition by Google Ad Manager, is a digital advertising term for an ad that includes advanced features like video, audio, or other elements that encourage viewers to interact and engage with the content. Rich media can be used in multiple formats: in-banner, in-page, expandable and floating ads. They can come in various formats including HTML5, Flash, streaming video/audio, and downloadable content, among others. These interactive advertisements can make your branding more engaging and memorable, leading to higher click-through rates.

However, the question remains as to how these rich media elements will affect your website’s Search Engine Optimization (SEO). Traditionally, implementing rich media on a webpage has sparked a debate among SEO analysts and digital marketers about the impact of rich media on SEO. It is generally considered that search engine spiders encounter challenges in understanding the content of a rich media file, which could potentially affect keyword relevancy and ranking.

But, it’s interesting to note that Google’s algorithm is increasingly becoming more sophisticated and it continually adapts to changing internet technology trends for a more effective ranking system. According to a Google Webmaster Central Blog post, the algorithm has been improved to better interact with pages that use rich media like JavaScript, CSS, and images. Specifically, it has begun to interpret text within Flash and other rich media files, enabling it to understand and index this content. However, while Google has learned to crawl and index Javascript, SEO best practices still recommend that essential content and links should be in HTML.

Furthermore, according to Moz, an authority in SEO, video content particularly can considerably boost search engine optimization. Videos can increase engagement, time-on-page, and they are heavily prioritized by Google, especially if they’re on YouTube (which Google owns). This generates tons of SEO value and can help your site rank for key terms and phrases.

Though keywords and backlinks are still essential for SEO, today engagement metrics are equally important. As a rich media format, video can drastically improve these engagement metrics, making your website more attractive to search engines.

Therefore, while rich media can potentially pose some challenges in SEO, when executed properly, they can enhance your website’s user experience and engagement, which are significant factors in today’s SEO world.

Sources:
Google Ad Manager Help Center
https://support.google.com/admanager/answer/183282?hl=en

Google Webmaster Central Blog
https://webmasters.googleblog.com/2014/05/understanding-web-pages-better.html

Moz
https://moz.com/blog/building-a-video-seo-strategy


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