Can search engines read PDF files and if so how well? This is a great question posed by one of our developers this morning at our staff meeting. So, guessing that others are asking the same question I thought I would create a post about it.

The quick answer is, Yes. All search engines can read PDF files. Therefore it’s important to optimize your PDF for the search engines.

How to Optimize your PDF for SEO -

1. First step is to make sure that you create your PDF in a text based program like Microsoft Word or Adobe Pagemaker. If you create your PDF in Photoshop, it is considered a large image and is not an actual readable PDF.
2. Optimize your title, header tags and descriptions. There are a few ways to do this.
   -  If you are working in Microsoft Word, use the H1, H2, H3 tags provided where necessary.
   -  Also, make sure that when you go into Adobe Acrobat you fill out the proper description fields. This means adding a title, subject and keywords into the appropriate content fields.
   -  Title your PDF with a keyword, for example it should be named keyword.pdf.
   -  And, lastly create alt text and captions for any images used in the document.
3. Don’t bury the PDF on your site. Make sure that you create a link to the PDF from a page on your site that is crawled often, like your homepage.

There has been a bit of discussion about how well a PDF will rank compared to html content. And, while we recommend html over a PDF, there have been cases where a PDF ranked for a certain search term quicker than the html version, however, eventually the HTML landed at the top.

Joan Woodbrey Crocker
If only Google Bots were as Cute as that Dog!

The following is a recap from a session at Search Marketing Expo (SMX) East. Follow the conference on Twitter. Follow the presenter – @mathewguiver

Google +still in infancy.

As the community grows the usage of +1 votes will increase.

Google+ is on a trajectory to surpass Twitter, LinkedIn and Myspace being second only to Facebook.

Google + and +1’s are intertwined.

Prediction 1: +1’s to Have More Impact on Average Position Than Quality Score

When you search for something and you are not logged into a Google account your search results will be different than when you are logged in.  For example if you search for Britney Spears products the results page shows the one he would choose as the 3rd result.  But, once logged in, since he has #1′d the result, it shows up number one.  This also works if a friend has #1′d the search result.

When click on it, while logged in, you will see a friend of yours that has recommended that page, Google has done research saying you are more likely to click on that page – lifting personalized results, could apply across the board and to sponsored results.

Prediction 2: The Value of a +1

If a +1 decreases your CPA, then it also increases your ROI.

When money talks, the big bosses listen.

Assign value to a +1 vote, because you get more click throughs when it is referred, which also has a higher conversion rate, more likely to take action.

Say one +1 vote increased CTR, and then it reduces your CPA, which gives you a higher return on Investment

Google +1 will be a great way to leverage paid search

Prediction 3: The End of The PPC Landing Page As We Know It

+1’s are shared between organic and sponsored listings…
start to see advertisers using pages that are designed for SEO and page search

Usually we create lots of pages, uncrawlable, because you don’t want to get knocked for dup pages, so that you can use landing pages for these PPC campaigns, instead, you can recommend within the ad, and then all related search results will always give you the page you shared, or had a +1 from a friend, in top results

So, now you are not paying again for a click, because the organic search will keep coming up,

Prediction 4: Bridging The Gap Between PPC and Social

Should see more overlap

Say you create an Ad for the term “Landing page Optimization”.  Then you create a landing page for the ad to send the person who clicks on the ad to.  It stops with that.  Instead, you should be creating Ads that send them to shareable content, like a blog post on “Landing Page Optimization” where they can +1 the blog post.  Now, that the post has a +1, it is going to show up as a top result on their SERP and potentially there friends SERP,  which leads to more clicks, traffic, possibly more +1′s and hopefully will also help it to start performing better in the organic results.

You will want to be driving traffic to Google plus profiles once businesses are on there.  Because then when anyone searches for that company their page is going to get that lift if you add them to a circle.

Prediction 5: Promoted +1’s
Google to monetize Google+ and +1’s

Google real time search used to incorporate promoted messages from twitter

Even confirmed splitting revenue with twitter

Google will do more outside the box, type ads for money, so Promoted +1s may make sense
Google+ to remain ad free?  Maybe companies offer incentive to +1 them

Prediction 6: Demographic Bidding for Sponsored Search Ads

In the future:
-  Race sex orientation
-  Religion
-  Interests
-  Income levels
-  Activity on profiles, who you block etc.

Prediction 7: Prediction Targeting

Google related, toolbar launched in august

Toolbar suggests sites to visit, based on social activity

Say you search something like a plane ticket, then the PPC that pops up, based on past behavior it might be a ticket sales item for a Britney spears concert in that place you are searching for on Google for tickets.

Be part of the future and stay ahead of the crowd.

Whether you are celebrating it’s arrival or wishing it away because you don’t want to keep track of yet another social network, Google Plus is here.  We will soon find out whether it is here to stay or a quick fad, but my guess is that this is the real deal.  If you haven’t had the chance to join yet make sure to go check it out.  And, If you are like me and you are thinking HOLY COW there is so much to learn and read.. Here are a few resources I found helpful gathered all in one place.

What is Google Plus and How Do I Use It:

How to Get Started With Google Plus: This is a great guide to getting started on Google + it gives great info and screenshots, but it’s a little less overwhelming than the Google Plus Collaborative Doc (below).

Google Plus a Collaborative Document: This is literally a guide to using Google Plus.  The Table of Contents lays out the document so that you can jump around and learn about the areas that you need help with.  This is probably the most in depth and useful guide I have come across.

The Google Plus Cheat Sheet: Exactly what it sounds like, a cheat sheet or glossary of terms on how to use Google Plus and what things mean…So, in case you don’t have the time (or patience) to go through the doc above.

10 Awesome Video Tips for Getting More out of Google + Don’t like to read? Check out these quick video tips!

How to: Get Your Own Google+ Vanity URL: Since Google Plus doesn’t offer vanity URL’s as of now for fear of spammers figuring out millions of Google+ users email account information, gplus.to has created a small app that makes it easy to create your own Vanity URL to make it easy to share your Google Plus Profile with your friends.

How to Get Google+ On My Phone:

Get Google+ On Your iPhone! And iOS App was released today making it possible for iPhone users to get Google Plus on their iPhones.  It’s been available since the beginning on Android phones and all you need to do is go to the Droid Market, to download your Google+ app for Free.

How To Use Google Plus for Business/Marketing:

10 Things CMOs Need to Know About Google+ Chris Brogan compares Google+ to the launch of Facebook and the leap people made from Myspace to Facebook.  Giving reasons such as Google is the King of Search so they will probably have their social network affect search, they are starting up business pages, it’s connections with gmail and other Google tools you already use and it’s fast growth in it’s first two weeks of it’s launch he thinks it’s the next BIG thing!

3 Ways to Use Google Plus in Your Content Marketing Efforts A lot of great tips here on Google Plus for content marketing as well as  a great list of related articles about Google Plus, such as “Can Google+ Rival Facebook and Twitter? Some Initial Thoughts” and “Top 6 Articles On Google Plus to help you Get the Most Out of Your Experience.”

Google + Now Part of Google Analytics: You can now track your social interaction as well on your Google Analytics by adding a bit of code to your sites.  Currently this tracks Facebook, Twitter and Google Plus.  There isn’t a code yet to track LinkedIn interactions.

More On Google +:

5 Ways Journalists are Using Google Plus
5 Chrome Extensions that Improve Google+
What Your Business Needs To Know About Google+
How does the Google +1 Button Affect Search

The more I research, explore, play and use Google + the more I like it.  It’s incredibly connected, dynamic and the uses are endless. For example…

It recognizes when I take a picture with my Android, and then without me uploading or doing anything it is already in my photos on Google Plus asking me if I want to share it.

My new Tag line: Google Plus… It’s So Smart, It’s Spooky!

Joan Woodbrey Crocker
Maine SEO

I’m sure by now you have heard talk about Google’s new Plus One button.  It’s a button that you can add to your website/pages, ad, or blog pages that will allow users to essentially recommend your page or content.  The idea is very similar to retweeting or Facebook’s “Like” button except instead of sharing the page with others via a social network, it will show up as a recommendation in someone’s search results on Google.

When your friends are signed into their Google accounts and try to search for a specific topic, say “shoes” for example, they will be able to see if any of there friends recommended that particular URL in the search as something worth there while to look at.  Google uses the example of searching for a movie.  “You can always get a review from a professional critic, but wouldn’t it mean more to get a review from a friend that has your same taste in movies?”

If you are in Google and you are not signed into your account or if you don’t have anyone you know that +1′d something you are searching for, instead of seeing names of those that recommended the site, you will just see the aggregated number of folks that have +1′d it.

The theory behind all of this is that you are more likely to click on a search result that you trust, and you are more likely to trust something that others or friends have recommended.

Google hasn’t stated for sure yet whether this will have baring on the page’s ranking, however they have hinted that they are always updating their algorithm’s and therefore it may be a way to help your search results.  Just like linking back and forth between sites allows for some of the trust from that site to be passed on to you and help your ranking, the +1 Button is a way for a person to pass a little trust your way.

Because the +1 Button may help traffic it can’t hurt to add it to your sites, ads, etc.  Here’s how you do it, just grab a snippet of code and add it to whichever pages you think it will be most effective.  See the screenshot below…

You can go to Google’s +1 Button Your Website page to learn more and grab your code.

I don’t think it can hurt to add it to your sites.  However, at this point I haven’t seen a lot of traction with this button. If it starts to get big I will definitely put some more energy into it, but for right now it’s on the list of things to watch.

Photo Credit: Mike Licht, NotionsCapital.com

Joan Woodbrey Crocker
Maine SEO

Google is still king, but Microsoft’s Bing has been getting a lot of press (I do enjoy the Bing! noise). So while I will forever optimize for Google first, it’s important to understand what other search engines care about.

For the most part, Bing follows the trends of other search engines: title tags, headers, meta-descriptions, and links (both incoming and intra-site) are all important. There are, however, some differences that Bing appears to hold near and dear; and here’s what you can do to accommodate the newest search engine…

1. Get the Bing Toolbox

Like Google’s Webmaster Tools, the Bing Toolbox is a great way to discover errors more quickly. It also has a unique set of interesting data for your statistical pleasure, including backlinks and outbound links, crawl dates, and a keyword tool to show how well your site is optimized for them. You can also submit your site to Bing through the Toolbox.

2. Focus on your URLs

Bing is especially aware of keywords in domains and URLs. Just take a look at the screen shot below. A search for “Maine SEO” lands this blog in the first two spots!

As I’ve talked about before, Google puts little, if any, weight on keyword rich domains or URLs. Established URLs are the name of the game for Google, but it seems that if you want to rank well at Bing, you’d best get yourself some keyword rich URLs.

3. Rely on exact match

Similarly, Bing focuses on exact match keywords. While Google is of the school of related match, you’d best know which keywords your customers are searching for. Obviously this has both benefits and downfalls.

4. Age matters

Unfortunately for bloggers and new sites, it seems that Bing is focused on older sites that have built reputation with age. Not a whole lot you can do here other than sit around and wait. It does cause you to think twice before creating a new domain, rather than sticking with an established one (hint: always pick the latter).

5. Think about anchor text before quantity…or quality

Anchor text is important to all search engines, but evidently with Bing it’s even more important than the quality or quantity of backlinks. Most likely, this is the reasoning behind #3 and coincidentally #2, as more often than not, sites will link using the same keywords used in the domain/URL.

See how the two compare for the same “maine seo” query:

Nicki Hicks
All search engines were not created equal