Optimizing .pdf and .doc Files

Are you doing this?

[pageoneresults]

I haven't seen much discussion on the optimization of .pdf or .doc files. Anyone here performing this as part of an optimization campaign? With the number of .pdf's appearing in the SERP's these days, I would think there would be more active discussions on this topic.

[ggrot]

With the amount of bandwidth required for a pdf, id be trying to hide them from spiders.

[mnw]

Hmmm... depends on the source/reason for the .pdf. If it is a document that is also a print document i.e. fact sheet, advertising brochure for a product etc, the chance to optimize for SEO will take a back seat to the "viewablity" of the document. Traditional advertising will rule. Not to say that SEO can't offer some advice or that traditional advertising and SEO are incompatible. If it is not a traditional print piece, then the .pdf may be able to be optimized for decent rankings. Most of my clients are using .pdfs as a way of putting traditional print pieces on their site, not designing .pdfs specifically for their site.

[agerhart]

Yeah, I would say that we usually follow mnw's approach. We put most of the PDF's up online for tow reasons:

- people like that they can download and read them or view the offline.
- it gives the opportunity to have double listings with the same content without coming across as duplicate content.

PDFs are a good advertising and marketing medium, and I do agree with you Pageoneresults, there should be more discussions on this topic.

I think that when having them rank well, there are different criteria than regular web pages.

[topboy2]

i have seen pdfs work well for one off are competitors - i have some but but dont know realy how to use them i am using dreamweaver 4

[pageoneresults]

My initial research shows that Google indexes the first visible text that it sees on page one of the .pdf document. It almost appears as if Google is indexing .pdf's in the same manner it would a web page.

I'd guess that it would be wise to set your .pdf documents up under the same premise as if you were optimizing a web page.

Acrobat does give you the option to assign properties to a document under the General Info tab. You have four pertinent fields available and those are...

1. Title
2. Subject
3. Author
4. Keywords

But, my initial searches show that Google may not be looking at that area. It looks like on page content is the target and that first opening line on page 1 of your .pdf usually ends up as the page title in the SERP's.

I'll keep looking and documenting my findings but it sure would be nice if someone could save me the time involved to do that. There has to be someone here who has targeted .pdf files in the optimization scheme of things.

[pageoneresults]

Okay, just confirmed my statement above. Google indexes the first visible text on page one of the .pdf. Anything that is part of a header or footer seems to be invisible. So, if you had a logo, address and corporate tagline at the top of your document in a header element, Google won't see it. What it does see, is that first headline text on the page.

The more .pdf's I look at, the more convinced I am that you would treat them just as you would when building web pages. Important content towards the top and utilize your keyword phrases strategically! An on page title as the first visible text appears to be the key!

[agerhart]

Thanks for keep bringing us this good information.

If what you say is true about Google's ranking criteria for PDF's being similar, do you think that the same external linking factors apply?

[Friday]

I typically create an optimized html or .txt version cloaked for the spiders.