Optimising PDF Files

Although they are often overlooked, optimising PDF files can be an important marketing tool for your web site. Here are the key points:-

• Specify the reading order. This is one of the most important steps for optimising PDF's. Make sure you understand the reading order of the PDF and use the Touch Up Reading Order tool to manage what the search engine will read first.
• Make sure your PDF's are text-based. A PDF created from a MS Word document should be ok, however other programs like InDesign or Quark, can create text-based issues. Remember to optimise your copy to reflect the targeted keywords phrases.
• Pay attention to Accessibility. The accessibility tools can be found under the advanced options. With them, you can order the priority of text on a page and create alt tags for images.
• Customise your PDF properties. The title in the properties becomes the title tag, not the title of the file, so be sure to write a keyword rich title for your PDF properties. This is what searchers will see in the results of their favorite search engine.
• Don't forget about usability. Optimisation of a PDF is only good if web users can read it. Be aware that not everyone has the latest version of Adobe Reader. Save your PDF at a version lower than the most recent update. Also, make sure file sizes are as compressed as possible and use properties to see if you have a "fast web view." If not, go to your General Settings panel under preferences to make it web-friendly.
• Build links into PDF's. Be sure you include links in your PDF's, and use keyword rich anchor text. Whilst search engines recognise these links, they have another role to play. Email recipients who receive the PDF from an associate or friend, can easily click into your site for more information or to make contact. Also use keyword-rich anchor text to link to PDF's.

• Watch where you place PDF's in your site navigation . Keep links to PDF's closer to the root level of the site’s file structure and within a few clicks of the home page.
• Use simple file names. Chose brief, relevant file names that are easy for visitors to recall. This helps visitors to relocate the PDF file if they re-visit your web site, plus it makes it easier for folks to refer others to your PDF file by name, using 'word of mouth' to advertise your message/product to their network of friends or business connections.

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