Why optimize PDFs?
(by Ellen Ferlazzo - writer for webmama.com)
Basically, PDFs are full of content and any content page ought to be optimized. Search engines don’t just look at the home page of a site to determine its “value.” Plus, people tend to email and share those PDFs. You want to make sure any readers who might have PDFs but did not download them directly from your site have an easy path back to your web site. If other people post the PDFs to their sites (partners, etc.), those incoming links to your site will be beneficial.
How to optimize for PDFs
1. Include the targeted key phrases in the file name if possible. If not, don’t worry about it.
2. Use the key phrases in headlines and as active links in the content of the PDF with active links to specific pages on your web site.
3. On the cover page, reference the URL of the company and make it and the logo link back to the home page.
4. In the Document Properties, set the PDF document’s title to include the name of the document plus a key phrase if you can make it make sense and they don’t appear in the title. E.g. “Document Title: key phrase – Company Name.” This is much friendlier for users to see in the browser title than terse file names and it helps with optimization.
5. Enter the keywords in the keywords field and fill in the description field as well.