TAILIEUCHUNG - Taking Your Talent to the Web- P26

Taking Your Talent to the Web- P26:It was a simple solution to a complex problem. On one side, thousands of designers and art directors are eager to take their talents to the Web but aren’t sure how. On the other, web agencies could not find enough good web designers to get their work done. | 356 HOW Beyond Text Pictures Rich Media Romancing the logo For the purposes of this little exercise we ll assume that the client s logo involves letterforms rather than nonverbal swooshes or swirls. We ll further assume that you re developing the logo in Adobe Illustrator and that you have not yet converted your text to outlines. After it becomes outlines it ceases to be text thus losing the SVG benefit we re about to explore. First the traditional methods If you export your client s logo from Illustrator to Photoshop and embed it on a web page as a GIF image search engines will not index it because it is not text. You can work around that limitation by adding ALT text to your image tag but not all search engines index all ALT text. If you create that same logo in Flash it can spin and whirl and glow but search engines will not index it because it is not text. Flash 5 has added some accessibility features allowing you for instance to include ALT text for a Flash file but this is global text not image-specific text and we already talked about the limitations of ALT tags as a guarantor of search engine placement. Now the SVG method Take that same Illustrator logo and export it as SVG using Illustrator s built-in support for that web standard. The resulting logo looks great smells fresh and it remains text. That means search engines can index it. Your client s logo no longer blushes like a maiden when the search engine comes courting. From every page of the site the text-based logo calls out to the search engine and the search engine rewards it with the Web s greatest mark of love a high ranking. To the eye the logo is a logo to the search engine it is a word. If the word Widgets appears at the top of every page of the site that site will rank high when users search for widgets. When the client cries Make the logo bigger you can answer We ve made it number one. By contrast under the old methods when a GIF image of the word Widgets appears at the top of every page of .

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