Just like your website's pages, you can optimize PDF files for search engine findability. Keep the following things in mind when doing so:
Google crawls billions of documents a day. Documents can be for instance pages, images or PDF files. Often people forget to optimize their PDF files. That’s a missed opportunity as PDF files have - just like regular pages - the potential to generate enormous amounts of traffic.
In this article we’ll show you how you can SEO optimize your PDF files. Millions of websites are using PDF files to serve for instance whitepapers, manuals and e-books.
Optimizing PDF files is slightly different from optimizing pages, but the same principles apply: perform keyword research and incorporate keywords.
When we’re talking about optimizing PDF files, this comes down to:
The filename of the PDF file will often be shown in the search results. It has to be meaningful for visitors, which often means it includes relevant keywords and it shouldn’t be too long.
Say you’ve written a PDF manual for the 46" Samsung F6320 Series 6 Smart TV, you could make the filename:
samsung-f6320-series-6-45-inch. Hyphens are included to indicate spaces, separating the words.
Similar to pages, PDF files have a title and meta description too. Define these to make sure your PDF file is well optimized for both search engines and visitors.
In Acrobat Reader, go to File > Document Properties. On the Description tab, look for the fields Title and Subject. The Title field is equal to the
title element of a page, and the Subject field is equal to the
meta description element.
For the Samsung TV you could fill in:
Remember, titles and meta descriptions should be unique across your entire website. That means a PDF file’s meta description can’t be the same as a page’s meta description.
Again, similar to pages: use headings to structure your PDF files. They’re important for visitors as well as search engines to quickly understand the hierarchy and content of the document.
The same rules apply: you should only use one H1 heading per PDF file and it has to be unique. You can use multiple H2-H6 headings as you see fit, but keep the hierarchy of the PDF file in mind.
Search engines treat PDF files similar to pages. This means PDF files carry page authority too, and the links included in the PDF files pass link authority just like normal links would. Include links to relevant sections in the website, and if it makes sense to link out to external websites feel free to do so too.
Part of optimizing your PDF files is making them an integral part of your website. This means they have to be linked to from within your website too, just like regular pages. These internal links will pass on link authority to the PDF file, enabling it to rank for relevant keywords.
Remember, PDF files are treated as normal pages so that means they can cause duplicate content too. A pages and a PDF file can compete with one another just like two pages. In case the PDF file is a copy of content that’s available elsewhere, be sure to apply the canonical URL via the HTTP header to signal search engines about this.
Often applications that allow you to create PDFs offer you to save the PDF as an image. While this allows visitors to still read the contents it will prevent them from selecting text. For search engines it’s much more limiting: they’ll have a hard time understanding the content of the PDF file. That's why it's important to save the PDF file with textual content, not with image content.
At this point, there’s no such thing as a responsive PDF file. You can left align the content of the PDF file as much as possible, thereby decreasing horizontal scrolling on mobile. Imagine having an image on the left hand side, and text on the right hand side. On a desktop this may look just fine, but on mobile it would be better to have the image above the text so visitors can just scroll vertically.
Be mindful about the size of your PDF files. Not just for mobile visitors, this is an important best practice in general. Be mindful about using high quality images in the first place, and compress images if you find your PDF file to be larger than 5 MB.