A Portable Document Format (PDF) facilitates the seamless exchange of files across various operating systems, ensuring compatibility regardless of whether the recipient uses a PC, Mac, or other devices.PDFs are favored by government entities, academic institutions, and businesses for their consistent and universal compatibility.Google converts PDFs into HTML format before indexing and displaying them in search results, maintaining their original appearance but with a PDF tag for identification.While PDFs are not renowned for their SEO capabilities, they are not detrimental to search engine optimization either. While web pages generally offer superior SEO, certain strategies can enhance PDFs for better Google indexing.This article delves into the following aspects of SEO for PDFs:
Is it beneficial to use PDFs for SEO?
Are PDFs indexed by Google?
Can PDFs rank on Google?
Can PDFs be optimized for SEO?
Best practices for PDF SEO
Formulating an SEO strategy for PDFs and web pages alike can boost brand recognition and drive targeted traffic to your website.PDFs are neutral in terms of SEO—they do not adversely affect your SEO but lack certain metadata that search engines rely on to comprehend pages. Here are some areas where PDFs may underperform in search engine results pages (SERPs):
Not mobile-friendly
Difficult to track engagement metrics
Not frequently re-crawled for updates
Not user-friendly navigation
Lower click-through rates
While PDFs are acceptable when no alternative exists, standard web pages are more advantageous for SEO as they provide Google with comprehensive information for analysis and ranking.Since 2001, Google has been indexing PDFs, excluding those that are password-protected or encrypted. To verify if a PDF is indexable, simply attempt to copy and paste text from the document; if successful, Google should be able to crawl and index the content.Yes, PDFs can rank in Google’s search results like any other web page. The more value they offer, the higher they will rank in the SERPs. However, Google often prioritizes regular web pages over PDFs, potentially making it challenging to rank highly for competitive keywords using a PDF.Yes, SEO can be applied to PDFs, though the process differs from that of typical web pages. Continue reading to discover how to optimize a PDF for search engines.While not ideal for SEO, there are ways to optimize PDFs. Follow these tips to enhance a PDF’s search engine visibility:Primarily, Google aims to deliver quality content to users. Enhance your PDF’s ranking potential by filling it with valuable, educational content that offers unique insights and distinguishes itself from other web pages.Ensure your PDF has a title; if not, Google will display the file name in the SERPs. The title functions similarly to a regular web page’s title tag. To craft the optimal title for your PDF, consider the following guidelines:
Indicate what readers can expect to find in your PDF.
Incorporate your target keyword for SEO optimization.
Keep the title between 55-70 characters.
Assign a unique title to each PDF to avoid keyword cannibalization.
Here’s how to add a title to your PDF:
Select File > Properties > Description
Enter an SEO-optimized title in the Title field
The filename plays a crucial role in SEO; it appears in the URL and as the document title if you neglect to add a title.The filename should provide a concise yet descriptive preview of the content. Including the target keyword in the filename can also enhance rankings for that term.To modify the filename of your PDF:
Select File > Save As
Enter your SEO-optimized File Name
Meta descriptions, although not a direct ranking factor, can boost click-through rates. By adding a description to the PDF’s properties, you can control the text displayed in the SERPs.Here’s how to provide a description for your PDF:
Select File > Properties > Description
Click Additional Metadata
Enter an SEO-optimized meta description in the Description field
The filename becomes part of the URL when you publish a PDF online. Optimize your filename and URL by incorporating your keyword target. For simplicity, you can use your keyword-optimized page title as the filename.Adding alt text to images in your PDF aids search engines in crawling and ranking your content. Alt text serves as a placeholder for slow-loading images and enhances accessibility for visually impaired users.The alt text for images should be:
Descriptive
Concise
Keyword-rich
Use headings in your PDF as you would on a typical web page to make the content more skimmable and aid search engine indexing. Organize headings hierarchically, starting with an H1 and utilizing H2s and H3s as needed. Incorporate keywords into headings to support SEO.Including links within your PDF, like on any web page, is essential for SEO. Links transfer value and authority, aiding search engines in understanding your content and encouraging readers to explore other site pages.External links from reputable sites also boost your page’s authority, demonstrating research and credibility. For instance, link to scientific studies or government reports to support your facts and statistics.PDF readers support a limited selection of standard fonts, which include:
Courier (regular, oblique, bold, bold oblique)
Helvetica (regular, oblique, bold, bold oblique)
Symbol
Times (roman, italic, bold, bold italic)
ITC Zapf Dingbats
Embedding other fonts increases file size and may slow document loading. Using multiple fonts and styles can also contribute to a larger file size. Stick to standard fonts and limit styles to minimize file size and ensure fast loading.Vector-based and bitmap images are the two primary types of digital images that can be included in a PDF. Vector-based images are preferable for PDFs due to their smaller size and higher quality compared to bitmap images.While web pages are generally more beneficial for SEO, optimized PDFs can achieve high rankings in search results. These strategies can also be applied to enhance existing PDFs on your site.For assistance with SEO strategies or access to top-tier SEO tools, WebFX can help. We develop results-oriented SEO strategies to elevate your content’s Google rankings.For inquiries about crafting an effective SEO strategy for your business, contact us online or call us at 888-601-5359 to speak with a digital marketing expert!
