Make Your PDFs Work Well With Google
Content
9/29/13
Make Your PDFs Work Well with Google | Talking PDF
T he Place for PDF Information
Make Your PDFs Work Well with Google
Pos ted on A ugus t 14, 2009 by Duff Johns on in T alking PDF
A u t h or ’s Not e: In Ju ly , 2 0 0 9 , A dobe Sy st em s a sk ed m e t o u pda t e t h is a r t icle, or ig in a lly w r it t en for A cr oba t User s.com in 2 0 0 6 .
I pr oba bly u se Goog le h ou r ly , if n ot m or e oft en . I a lso sea r ch loca l a n d n et w or k h a r d dr iv es look in g for pr oposa ls, r efer en ce m a t er ia ls a n d so on . W h et h er I t h in k a bou t it or n ot , fu ll-t ex t sea r ch is a big pa r t of h ow I do m y job a n d liv e m y life. On m a n y sea r ch es, especia lly for r efer en ce, officia l or
pr in t a ble con t en t , lot s of PDF files a ppea r in m y sea r ch r esu lt s. A s fa r a s Goog le is con cer n ed, a PDF docu m en t is ju st a n ot h er w eb pa g e, so sea r ch en g in es in dex PDF files, w h ich r epr esen t a la r g e v olu m e of g loba l pa g e v iew s. PDF is a fa ct or in w ebsit e SEO (Sea r ch En g in e Opt im iza t ion ) in dir ect pr opor t ion t o t h e v olu m e of PDF-ba sed con t en t on t h a t sit e. So t a k e a close look a t t h e PDF files list ed in y ou r sea r ch r esu lt s pa g es. A ft er a ll, in m a n y ca ses, t h is is h ow people decide w h et h er or n ot t o click on t o y ou r sit e. V iew ed t h r ou g h t h e pr ism of sea r ch r esu lt s, m a n y PDF files a ppea r u n pr ofession a l a n d cou n t er pr odu ct iv e — a t best . PDF a u t h or s a n d con t en t m a n a g er s sh ou ld t a k e t h e t im e t o m a k e t h eir PDF files w or k r ig h t w it h sea r ch en g in es. Not on ly do opt im ized PDF files g et m or e click s, bu t for u ser s seek in g t h a t file in t h e fu t u r e, t h ey sa v e t im e, t oo.
How bad is the problem?
Most cor por a t e a n d g ov er n m en t w ebsit es con t a in PDFs, a n d t h ose files oft en con st it u t e t h e m ost im por t a n t con t en t on t h e sit e — im por t a n t in t h e sen se t h a t t h ey m u st be ea sy t o fin d a n d m u st look g ood w h en fou n d. Pr odu ct ca t a log s, pr icelist s, r epor t s, br och u r es, m a n u a ls, docu m en t a t ion , filla ble for m s, a r ch iv a l r ecor ds — y ou n a m e it a n d PDF files pla y a v it a l r ole in com m u n ica t ion s, t h e deliv er y of pr odu ct s a n d ser v ices, a n d in bu sin ess a dm in ist r a t ion it self. I per for m ed t h e follow in g sim ple ex per im en t , a n d y ou ca n do it , t oo. I con du ct ed a n u m ber of sea r ch es u sin g con v en t ion a l bu sin ess t er m s, lim it in g t h e sea r ch in ea ch ca se t o r et u r n on ly PDF files. Ex a m ple: “ for m ser v er w h it e pa per filet y pe:pdf” , or “ sh eet st eel r esea r ch
talkingpdf.org/make-your-pdfs-work-well-with-google/ 1/5
W a n t t o focu s on PDFs in y ou r sea r ch r esu lt s? Sim ply a dd “ filet y pe:pdf” t o y ou r sea r ch u sin g Goog le, Y a h oo or Bin g .
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Make Your PDFs Work Well with Google | Talking PDF
filet y pe:pdf” . T h en I pr oceeded dir ect ly t o Goog le’s 1 0 t h r esu lt s pa g e (t o a v oid t h e v er y “ best ” con t en t on t h e w eb), a n d st a r t ed look in g fr om t h er e. Y ou r m ilea g e m a y v a r y , bu t I’m h a ppy t o sa y t h a t t h e ov er a ll qu a lit y of PDF sea r ch r esu lt s seem s t o h a v e im pr ov ed sig n ifica n t ly sin ce I la st r ev iew ed t h is qu est ion . Ba ck in ea r ly 2 0 0 6 , a bou t 6 0 per cen t of pu blic PDF files h a d m ea n in g less t it les t h a t w ou ld n ev er in spir e a click . T oda y , I’m seein g a r ou n d 3 0 per cen t of PDF files in t h a t sa m e con dit ion . Of cou r se, r esu lt s v a r y w ildly depen din g on y ou r ch oice of sea r ch t er m s, bu t clea r ly , a w a r en ess t h a t PDF files a r e pa r t of w eb con t en t — ju st lik e HT ML — is ca t ch in g on . How do t h e PDF files on y ou r ow n w ebsit e look t oda y ? Goog le’s A dv a n ced Sea r ch m a k es it ea sy . T est in g y ou r ow n sit e is sim ple; ju st Goog le a s follow s: sit e:y ou r sit e.com filet y pe:pdf. Her e’s h ow t h e PDF files on t h e A pplig en t Docu m en t Solu t ion s sit e a ppea r t oda y (t sk , t sk ). Let ’s look a t h ow y ou ca n m a x im ize t h e effect iv en ess of PDF docu m en t s y ou m a k e a v a ila ble on lin e.
Every PDF needs a title
In t er m s of PDF files, t h e blu e u n der lin ed t ex t in Goog le’s sea r ch r esu lt s com es fr om on e of t w o pla ces. Fir st , Goog le look s in t h e “ T it le” docu m en t in for m a t ion field. If it fin ds n ot h in g , Goog le’s in dex er t r ies t o g u ess t h e docu m en t ’s t it le by sca n n in g t h e t ex t on t h e fir st few pa g es. T h is u su a lly doesn ’t w or k , pr odu cin g in cor r ect a n d im pr oper ly for m a t t ed r esu lt s. Of cou r se, if t h e in dex er DOES fin d t ex t in t h e T it le field, it w ill u se it — r eg a r dless of w h et h er t h a t t ex t is g a r ba g e or n ot . A s a r esu lt , t h er e a r e m illion s of PDF files on t h e w eb w it h g lor iou sly in for m a t iv e t it les su ch a s: “ Br k g 2 Rech Br n t Gr t A 1 2 2 a .qx d” . W ell, a pa r t fr om t h e fa ct t h a t t h e desig n er u sed Qu a r k , t h er e’s n ot h in g else I k n ow (or ca r e t o k n ow ) a bou t t h is docu m en t fr om look in g a t t h e sea r ch r esu lt s. Be su r e y ou r PDF files’ docu m en t in for m a t ion fields cor r ect ly r epr esen t y ou r docu m en t . T o ch eck a PDF file’s T it le in for m a t ion in A cr oba t , t y pe a Con t r ol-D, or g o t o t h e File > Docu m en t Pr oper t ies m en u , t h en click t h e Descr ipt ion t a b, w h er e y ou ca n a dd or cor r ect PDF t it le, a u t h or a n d ot h er m et a da t a a s desir ed. T h er e a r e a v a r iet y of t h ir d-pa r t y ser v er t ools for r ea din g a n d w r it in g PDF m et a da t a t o su ppor t or pr ocess la r g e collect ion s of PDF files. W h ile it ’s t h e sim plest t h in g for PDF a u t h or s t o in clu de a m ea n in g fu l t it le, r ea l-w or ld sea r ch r esu lt s clea r ly dem on st r a t e t h a t m a n y lea v e t h eir t it le fields em pt y , bog u s or ju st don ’t bot h er a t a ll. A s in t h e a bov e ex a m ple, m a n y a u t h or in g a pplica t ion s sim ply pla ce filen a m e in for m a t ion in t h e T it le field, pr ov idin g a sea r ch -r esu lt s “ look a n d feel” t h a t r a n g es fr om cr y pt ic t o com plet ely m ea n in g less. W h a t ev er else y ou do w h en post in g PDF files for pu blic v iew , qu a lit y t it le m et a da t a is essen t ia l.
talkingpdf.org/make-your-pdfs-work-well-with-google/ 2/5
Be su r e y ou r PDF files’ docu m en t in for m a t ion fields cor r ect ly r epr esen t y ou r docu m en t .
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Make Your PDFs Work Well with Google | Talking PDF
En su r in g t h a t ea ch a n d ev er y PDF file con t a in s a v a lid a n d m ea n in g fu l t it le is t h e sin g le ea siest w a y t o en su r e t h a t sea r ch r esu lt s w ill displa y in for m a t ion t h a t ’s v it a l t o g et t in g u ser s w h er e t h ey w a n t t o g o. Lea v e PDF t it les u n a t t en ded, a n d t h e cer t a in r esu lt is slow er , less-r elia ble sea r ch es for ev er y u ser , ev er y t im e t h ey sea r ch .
Other considerations
PDF Specifica t ion : In ea r ly 2 0 0 6 , Goog le cou ldn ’t in dex PDF files a bov e t h e 1 .5 specifica t ion . A s of Ju ly 2 0 0 9 , Goog le in dex es con t en t fr om ev en A dobe’s la t est specifica t ion v er sion — 1 .7 A dobe Ex t en sion Lev el 3 (A cr oba t 9 .x ). Fi l e-si ze l i m i t s: No sea r ch en g in e I’m a w a r e of in dex es ev er y w or d in ev er y PDF file. W h ile in 2 0 0 6 , Goog le didn ’t in dex PDF files la r g er t h a n a cou ple of m eg a by t es, t oda y I obser v e Goog le in dex in g t ex t fr om PDF files of u p t o 1 0 MB. Mu ch la r g er , h ow ev er , a n d Goog le sim ply ig n or es t h e PDF file en t ir ely . Of cou r se, it ’s a lso possible t h a t Goog le’s lim it in g fa ct or on PDF files is ba sed on t h e t im e r equ ir ed t o dow n loa d t h e file fr om a g iv en ser v er . If so, t h en fa st er w ebsit es w it h la r g er pipes w ill g et m or e of t h eir la r g e PDF files in dex ed t h a n t h e sa m e size files w ou ld g et on a poor ly per for m in g ser v er . T ext -v ol u m e l i m i t s: File size is on e w a y of lim it in g con t en t , bu t for sea r ch en g in es, it ’s t h e t ex t it self t h a t r ea lly cou n t s. PDF files ca n be pa ck ed w it h m eg a by t es of pu r e t ex t . W h ile I don ’t k n ow Goog le’s cu r r en t u pper lim it on t ex t it ’s w illin g t o in dex , I did t est t h e Repor t of t h e 9 1 1 Com m ission , on e of t h e m ost popu la r PDF-ba sed r epor t s on t h e w eb. A t 5 8 5 pa g es, t h e pla in t ex t is 1 .3 m eg a by t es, a n d ev er y w or d is in dex ed. If y ou r files a r e a lot la r g er , post a n d t est t h em fir st , by sea r ch in g for a u n iqu e t ex t st r in g t ow a r ds t h e en d of t h e docu m en t . If post in g la r g e PDF files (du e t o t h e size of t h e in clu ded im a g es, for ex a m ple) a n d it ’s cr it ica l t h a t Goog le in dex es a ll of t h e con t en t , con sider post in g by ch a pt er . T h is w a y , Goog le is less lik ely t o st op in dex in g a t , sa y , pa g e 5 7 of a 1 1 2 -pa g e docu m en t . OCR: Ma n y PDF files a r e sim ply sca n n ed pa g es w it h n o sea r ch a ble t ex t . Un t il r ecen t ly , t h ese PDF files w er e effect iv ely in v isible t o sea r ch en g in es beca u se, w ell, t h er e’s n o t ex t t o sea r ch . A s of Nov em ber , 2 0 0 8 , Goog le OCRs t h e im a g e-ba sed PDF files it dow n loa ds, n o ex t r a ch a r g e. T h is m ea n s t h a t ev en pla in , sca n n ed pa g es w ill be sea r ch a ble, ev en if t h e ow n er didn ’t ex plicit ly m a k e t h em so. So fa r a s I k n ow , Goog le is (st ill) t h e on ly sea r ch en g in e t o offer t h is fea t u r e. Now Goog le’s OCR isn ’t t h e g r ea t est ; it ’s opt im ized for speed r a t h er t h a n a ccu r a cy . Y ou ca n do t h is y ou r self, a n d g et bet t er sea r ch r esu lt s, by r u n n in g a n d qu a lit y con t r ollin g y ou r ow n OCR, t h en post in g t h e r esu lt in g PDFs. Secu r i t y : T h er e a r e m a n y r ea son s t o secu r e PDF files a g a in st u n w a n t ed ch a n g es, or t o disa llow t h e ex t r a ct ion of con t en t . Don e w r on g , it ’s possible t o in a dv er t en t ly block sea r ch en g in es fr om in dex in g t ex t in a secu r ed docu m en t . T o en su r e t h a t secu r ed PDFs a r e sea r ch a ble, be su r e t o ch eck t h e “ En a ble t ex t a ccess for scr een -r ea der s” box w h en en cr y pt in g y ou r files. A ddit ion a lly , w h en select in g A cr oba t 6 .0 com pa t ibilit y or h ig h er , be su r e t o “ En cr y pt a ll docu m en t con t en t s ex cept m et a da t a ” t o en su r e PDF m et a da t a is a v a ila ble t o sea r ch en g in es. Con t en t r ea di n g or der : T a k e a close look a t sea r ch r esu lt s sh ow in g y ou r sea r ch t er m s in con t ex t , a n d y ou m a y fin d oddly spa ced, du plica t e or ju m bled t ex t . If y ou t a k e Goog le’s offer t o “ V iew a s HT ML” , a s I oft en do, t h e t ex t oft en look s REA LLY ba d, w it h disjoin t ed pa r a g r a ph s, h ea din g s dem ot ed t o t ex t a n d t a bles, colu m n s a n d sideba r s h opelessly con fu sed. If t h e w a y sea r ch en g in es r et r iev e a n d displa y sea r ch r esu lt s m a t t er s t o y ou , or if y ou m u st a dh er e t o a ccessibilit y or Sect ion 5 0 8 st a n da r ds for w eb con t en t , pla n t o g et fa m ilia r w it h r ea din g or der in PDF-ba sed con t en t a n d t a g g in g , t h e st r u ct u r e in for m a t ion (h ea din g s, list s, t a bles, et c), of PDF files.
talkingpdf.org/make-your-pdfs-work-well-with-google/ 3/5
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Make Your PDFs Work Well with Google | Talking PDF
T o en su r e a qu a lit y r epr esen t a t ion in sea r ch r esu lt s, PDF cr ea t or s (soft w a r e a n d per son n el a lik e) m u st en su r e t ex t is cor r ect ly or der ed for ex t r a ct ion pu r poses. Gen er a lly spea k in g , PDF files w it h soph ist ica t ed la y ou t s, fon t s a n d t ex t effect s (i.e. t y pica l m a r k et in g lit er a t u r e, or h ig h -v a lu e r epor t s) a r e t h e m ost lik ely t o h a v e con t en t or der in g a n d st r u ct u r in g pr oblem s. Sim pler docu m en t s pr odu ced in W or d, In Desig n a n d t h e lik e t en d t o h a v e v a lid (or a t lea st , bet t er ) st r u ct u r e. A deep div e in t o con t en t or der a n d t a g g in g in PDF files is bey on d t h e scope of t h is a r t icle, for en su r in g cor r ect con t en t or der in g is n ot a sim ple ch eck box opt ion . How ev er , pa y in g a t t en t ion t o con t en t or der ca n dr a m a t ica lly im pr ov e t h e w a y sea r ch r esu lt s a r e displa y ed. Bot h con t en t or der a n d t a g g in g m a y be a ddr essed in A dobe A cr oba t Pr ofession a l. (V iew > Na v ig a t ion Pa n els > T a g s, a n d V iew > Na v ig a t ion Pa n els > Or der ). Con t en t St r u ct u r e: Ju st lik e a n y w eb pa g e, PDF docu m en t s a dd t o t h e SEO v a lu e of y ou r sit e w h en t h ey con t a in k ey w or ds in pr om in en t pla ces a n d en closed in h ea din g (H1 , H2 ) t a g s in t h e PDF files. Be su r e t o in clu de lin k s in t h e PDF files ba ck t o y ou r ow n w ebsit e. User s w h o post y ou r PDF files on ot h er ser v er s w ill be post in g lin k s ba ck t o y ou r ow n sit e — h ow n ea t is t h a t ? T o beg in defin in g con t en t st r u ct u r e in A cr oba t Pr ofession a l, fir st fin d ou t w h et h er y ou r file is T a g g ed. (Con t r ol-D k ey boa r d sh or t cu t , t h en ch eck t h e “ Descr ipt ion ” t a b)…. If y ou r PDF isn ’t st r u ct u r ed a n d t a g g ed, y ou ca n qu ick ly t a g it u sin g t h e A dv a n ced > A ccessibilit y > A dd T a g s t o Docu m en t com m a n d. On ce t a g s h a v e been a dded, v iew h ow t h e con t en t is cu r r en t ly or der ed, v ia t h e Con t en t pa n el, or else st a r t fr om A dv a n ced > A ccessibilit y > T ou ch Up Rea din g Or der . T o m a k e y ou r PDF files t r u ly a ccessible a n d m a x im ize t h eir SEO v a lu e, v a lida t e t h e t a g s, en su r e im a g es h a v e g ood a lt er n a t e t ex t (a lso in dex ed by sea r ch en g in es) a n d en su r e t a bles, list s a n d ot h er st r u ct u r e elem en t s a r e in g ood or der . T h is lit t le t ell t a le is pr im a -fa cie ev iden ce of in a ccessible con t en t . Not on ly sh ou ld T a g s sa y “ Y es” , bu t t h e t a g s
talkingpdf.org/make-your-pdfs-work-well-with-google/ 4/5
Get t h e r ea din g -or der r ig h t , a n d so w ill Goog le. W h y does t h is file n eed h elp?
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Make Your PDFs Work Well with Google | Talking PDF
In g en er a l, t h in k of PDF files a s w eb pa g es t h a t u ser s ca n t a k e w it h t h em offlin e, a n d y ou ’ll st a r t t o g et lot s of
sh ou ld be v a lida t ed, t oo.
idea s a bou t h ow t o m a k e y ou r PDF files w or k for y ou r sit e, w h er ev er t h ey a r e. Na m e t h a t file! A PDF file’s n a m e is oft en a v it a l pa r t of con t en t -m a n a g em en t st r a t eg ies. T o en su r e t h e filen a m e a lso ser v es sea r ch en g in e opt im iza t ion in t er est s a s w ell, t r y t o g iv e y ou r files m ea n in g fu l n a m es t h a t in clu de k ey w or ds or r eflect t h e file’s T it le.
What about other engines?
Goog le isn ’t t h e on ly sea r ch en g in e ou t t h er e, a n d w h ile it is (cu r r en t ly ) dom in a n t , ot h er pla y er s boa st a v a r iet y of st r en g t h s. Y a h oo, t h e n ex t -big g est pla y er a lso in dex es PDF files, a n d displa y s sea r ch r esu lt s u sin g a lm ost pr ecisely t h e sa m e look a n d feel a s Goog le, in clu din g a “ V iew a s HT ML” opt ion . In a br ief r ev iew , I cou ld n ot discer n a su bst a n t ia l differ en ce bet w een t h e w a y Goog le a n d Y a h oo displa y s PDF-or ien t ed sea r ch r esu lt s. W it h ju st ov er eig h t per cen t of sea r ch es w or ldw ide in it s fir st fu ll m on t h a ft er la u n ch , Micr osoft ’s Bin g sea r ch en g in e is w or t h a look . Lik e Goog le, Bin g in dex es PDF files ir r espect iv e of v er sion . Un lik e Goog le a n d Y a h oo, Bin g does n ot pr ov ide a “ V iew a s HT ML” opt ion for PDF-ba sed con t en t . A s m ig h t be ex pect ed. a ll t h r ee en g in es r a n k PDF files u sin g v er y differ en t a lg or it h m s. Pr oper ly st r u ct u r ed PDF files sh ou ld im pr ov e sea r ch per for m a n ce on a n y sea r ch en g in e, n ot ju st Goog le.
Conclusion
Most or g a n iza t ion s post in g docu m en t s t o t h eir in t er n a l n et w or k s or t o w ebsit es w a n t t h ose docu m en t s t o be ea sily fou n d by ot h er s. Cor por a t e in t r a n et s r ely on sea r ch en g in es t o in dex a n d r et r iev e a ll m a n n er of in t er n a l docu m en t s ev er y da y . T o t h e ex t en t t h a t PDF files com pr ise a m ea n in g fu l v olu m e of y ou r sea r ch a ble con t en t (a n d y ou w ou ldn ’t h a v e r ea d t h is fa r u n less t h ey do), y ou ow e it t o y ou r self t o m a k e su r e y ou r PDF files w ill look t h eir best u n der t h e r elen t less g a ze of t h e sea r ch en g in es.
Key Takeaways
V er ify ea ch PDF file’s “ Descr ipt ion ” (in Docu m en t Pr oper t ies) befor e post in g . Ma k e su r e t h a t a ll PDF files h a v e m ea n in g fu l T it les, if n ot h in g else. A dd st r u ct u r e a n d pr oper t a g s t o PDF files t o im pr ov e t h e qu a lit y a n d a ppea r a n ce of sea r ch r esu lt s. File-size lim it s m a y a pply . T r y t o en su r e t h a t PDF files post ed on lin e a r e a s sm a ll a s possible, t o m in im ize t h e ch a n ce t h a t sea r ch en g in es w ill g iv e u p a n d fa il t o in dex t h e docu m en t . If y ou ’r e post in g sca n n ed docu m en t s, OCR t h em pr ior t o post in g . Originally pos ted on acrobatus ers .com . Met a da t a , Opt im ize PDF
talkingpdf.org/make-your-pdfs-work-well-with-google/
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Make Your PDFs Work Well with Google | Talking PDF
T he Place for PDF Information
Make Your PDFs Work Well with Google
Pos ted on A ugus t 14, 2009 by Duff Johns on in T alking PDF
A u t h or ’s Not e: In Ju ly , 2 0 0 9 , A dobe Sy st em s a sk ed m e t o u pda t e t h is a r t icle, or ig in a lly w r it t en for A cr oba t User s.com in 2 0 0 6 .
I pr oba bly u se Goog le h ou r ly , if n ot m or e oft en . I a lso sea r ch loca l a n d n et w or k h a r d dr iv es look in g for pr oposa ls, r efer en ce m a t er ia ls a n d so on . W h et h er I t h in k a bou t it or n ot , fu ll-t ex t sea r ch is a big pa r t of h ow I do m y job a n d liv e m y life. On m a n y sea r ch es, especia lly for r efer en ce, officia l or
pr in t a ble con t en t , lot s of PDF files a ppea r in m y sea r ch r esu lt s. A s fa r a s Goog le is con cer n ed, a PDF docu m en t is ju st a n ot h er w eb pa g e, so sea r ch en g in es in dex PDF files, w h ich r epr esen t a la r g e v olu m e of g loba l pa g e v iew s. PDF is a fa ct or in w ebsit e SEO (Sea r ch En g in e Opt im iza t ion ) in dir ect pr opor t ion t o t h e v olu m e of PDF-ba sed con t en t on t h a t sit e. So t a k e a close look a t t h e PDF files list ed in y ou r sea r ch r esu lt s pa g es. A ft er a ll, in m a n y ca ses, t h is is h ow people decide w h et h er or n ot t o click on t o y ou r sit e. V iew ed t h r ou g h t h e pr ism of sea r ch r esu lt s, m a n y PDF files a ppea r u n pr ofession a l a n d cou n t er pr odu ct iv e — a t best . PDF a u t h or s a n d con t en t m a n a g er s sh ou ld t a k e t h e t im e t o m a k e t h eir PDF files w or k r ig h t w it h sea r ch en g in es. Not on ly do opt im ized PDF files g et m or e click s, bu t for u ser s seek in g t h a t file in t h e fu t u r e, t h ey sa v e t im e, t oo.
How bad is the problem?
Most cor por a t e a n d g ov er n m en t w ebsit es con t a in PDFs, a n d t h ose files oft en con st it u t e t h e m ost im por t a n t con t en t on t h e sit e — im por t a n t in t h e sen se t h a t t h ey m u st be ea sy t o fin d a n d m u st look g ood w h en fou n d. Pr odu ct ca t a log s, pr icelist s, r epor t s, br och u r es, m a n u a ls, docu m en t a t ion , filla ble for m s, a r ch iv a l r ecor ds — y ou n a m e it a n d PDF files pla y a v it a l r ole in com m u n ica t ion s, t h e deliv er y of pr odu ct s a n d ser v ices, a n d in bu sin ess a dm in ist r a t ion it self. I per for m ed t h e follow in g sim ple ex per im en t , a n d y ou ca n do it , t oo. I con du ct ed a n u m ber of sea r ch es u sin g con v en t ion a l bu sin ess t er m s, lim it in g t h e sea r ch in ea ch ca se t o r et u r n on ly PDF files. Ex a m ple: “ for m ser v er w h it e pa per filet y pe:pdf” , or “ sh eet st eel r esea r ch
talkingpdf.org/make-your-pdfs-work-well-with-google/ 1/5
W a n t t o focu s on PDFs in y ou r sea r ch r esu lt s? Sim ply a dd “ filet y pe:pdf” t o y ou r sea r ch u sin g Goog le, Y a h oo or Bin g .
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Make Your PDFs Work Well with Google | Talking PDF
filet y pe:pdf” . T h en I pr oceeded dir ect ly t o Goog le’s 1 0 t h r esu lt s pa g e (t o a v oid t h e v er y “ best ” con t en t on t h e w eb), a n d st a r t ed look in g fr om t h er e. Y ou r m ilea g e m a y v a r y , bu t I’m h a ppy t o sa y t h a t t h e ov er a ll qu a lit y of PDF sea r ch r esu lt s seem s t o h a v e im pr ov ed sig n ifica n t ly sin ce I la st r ev iew ed t h is qu est ion . Ba ck in ea r ly 2 0 0 6 , a bou t 6 0 per cen t of pu blic PDF files h a d m ea n in g less t it les t h a t w ou ld n ev er in spir e a click . T oda y , I’m seein g a r ou n d 3 0 per cen t of PDF files in t h a t sa m e con dit ion . Of cou r se, r esu lt s v a r y w ildly depen din g on y ou r ch oice of sea r ch t er m s, bu t clea r ly , a w a r en ess t h a t PDF files a r e pa r t of w eb con t en t — ju st lik e HT ML — is ca t ch in g on . How do t h e PDF files on y ou r ow n w ebsit e look t oda y ? Goog le’s A dv a n ced Sea r ch m a k es it ea sy . T est in g y ou r ow n sit e is sim ple; ju st Goog le a s follow s: sit e:y ou r sit e.com filet y pe:pdf. Her e’s h ow t h e PDF files on t h e A pplig en t Docu m en t Solu t ion s sit e a ppea r t oda y (t sk , t sk ). Let ’s look a t h ow y ou ca n m a x im ize t h e effect iv en ess of PDF docu m en t s y ou m a k e a v a ila ble on lin e.
Every PDF needs a title
In t er m s of PDF files, t h e blu e u n der lin ed t ex t in Goog le’s sea r ch r esu lt s com es fr om on e of t w o pla ces. Fir st , Goog le look s in t h e “ T it le” docu m en t in for m a t ion field. If it fin ds n ot h in g , Goog le’s in dex er t r ies t o g u ess t h e docu m en t ’s t it le by sca n n in g t h e t ex t on t h e fir st few pa g es. T h is u su a lly doesn ’t w or k , pr odu cin g in cor r ect a n d im pr oper ly for m a t t ed r esu lt s. Of cou r se, if t h e in dex er DOES fin d t ex t in t h e T it le field, it w ill u se it — r eg a r dless of w h et h er t h a t t ex t is g a r ba g e or n ot . A s a r esu lt , t h er e a r e m illion s of PDF files on t h e w eb w it h g lor iou sly in for m a t iv e t it les su ch a s: “ Br k g 2 Rech Br n t Gr t A 1 2 2 a .qx d” . W ell, a pa r t fr om t h e fa ct t h a t t h e desig n er u sed Qu a r k , t h er e’s n ot h in g else I k n ow (or ca r e t o k n ow ) a bou t t h is docu m en t fr om look in g a t t h e sea r ch r esu lt s. Be su r e y ou r PDF files’ docu m en t in for m a t ion fields cor r ect ly r epr esen t y ou r docu m en t . T o ch eck a PDF file’s T it le in for m a t ion in A cr oba t , t y pe a Con t r ol-D, or g o t o t h e File > Docu m en t Pr oper t ies m en u , t h en click t h e Descr ipt ion t a b, w h er e y ou ca n a dd or cor r ect PDF t it le, a u t h or a n d ot h er m et a da t a a s desir ed. T h er e a r e a v a r iet y of t h ir d-pa r t y ser v er t ools for r ea din g a n d w r it in g PDF m et a da t a t o su ppor t or pr ocess la r g e collect ion s of PDF files. W h ile it ’s t h e sim plest t h in g for PDF a u t h or s t o in clu de a m ea n in g fu l t it le, r ea l-w or ld sea r ch r esu lt s clea r ly dem on st r a t e t h a t m a n y lea v e t h eir t it le fields em pt y , bog u s or ju st don ’t bot h er a t a ll. A s in t h e a bov e ex a m ple, m a n y a u t h or in g a pplica t ion s sim ply pla ce filen a m e in for m a t ion in t h e T it le field, pr ov idin g a sea r ch -r esu lt s “ look a n d feel” t h a t r a n g es fr om cr y pt ic t o com plet ely m ea n in g less. W h a t ev er else y ou do w h en post in g PDF files for pu blic v iew , qu a lit y t it le m et a da t a is essen t ia l.
talkingpdf.org/make-your-pdfs-work-well-with-google/ 2/5
Be su r e y ou r PDF files’ docu m en t in for m a t ion fields cor r ect ly r epr esen t y ou r docu m en t .
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En su r in g t h a t ea ch a n d ev er y PDF file con t a in s a v a lid a n d m ea n in g fu l t it le is t h e sin g le ea siest w a y t o en su r e t h a t sea r ch r esu lt s w ill displa y in for m a t ion t h a t ’s v it a l t o g et t in g u ser s w h er e t h ey w a n t t o g o. Lea v e PDF t it les u n a t t en ded, a n d t h e cer t a in r esu lt is slow er , less-r elia ble sea r ch es for ev er y u ser , ev er y t im e t h ey sea r ch .
Other considerations
PDF Specifica t ion : In ea r ly 2 0 0 6 , Goog le cou ldn ’t in dex PDF files a bov e t h e 1 .5 specifica t ion . A s of Ju ly 2 0 0 9 , Goog le in dex es con t en t fr om ev en A dobe’s la t est specifica t ion v er sion — 1 .7 A dobe Ex t en sion Lev el 3 (A cr oba t 9 .x ). Fi l e-si ze l i m i t s: No sea r ch en g in e I’m a w a r e of in dex es ev er y w or d in ev er y PDF file. W h ile in 2 0 0 6 , Goog le didn ’t in dex PDF files la r g er t h a n a cou ple of m eg a by t es, t oda y I obser v e Goog le in dex in g t ex t fr om PDF files of u p t o 1 0 MB. Mu ch la r g er , h ow ev er , a n d Goog le sim ply ig n or es t h e PDF file en t ir ely . Of cou r se, it ’s a lso possible t h a t Goog le’s lim it in g fa ct or on PDF files is ba sed on t h e t im e r equ ir ed t o dow n loa d t h e file fr om a g iv en ser v er . If so, t h en fa st er w ebsit es w it h la r g er pipes w ill g et m or e of t h eir la r g e PDF files in dex ed t h a n t h e sa m e size files w ou ld g et on a poor ly per for m in g ser v er . T ext -v ol u m e l i m i t s: File size is on e w a y of lim it in g con t en t , bu t for sea r ch en g in es, it ’s t h e t ex t it self t h a t r ea lly cou n t s. PDF files ca n be pa ck ed w it h m eg a by t es of pu r e t ex t . W h ile I don ’t k n ow Goog le’s cu r r en t u pper lim it on t ex t it ’s w illin g t o in dex , I did t est t h e Repor t of t h e 9 1 1 Com m ission , on e of t h e m ost popu la r PDF-ba sed r epor t s on t h e w eb. A t 5 8 5 pa g es, t h e pla in t ex t is 1 .3 m eg a by t es, a n d ev er y w or d is in dex ed. If y ou r files a r e a lot la r g er , post a n d t est t h em fir st , by sea r ch in g for a u n iqu e t ex t st r in g t ow a r ds t h e en d of t h e docu m en t . If post in g la r g e PDF files (du e t o t h e size of t h e in clu ded im a g es, for ex a m ple) a n d it ’s cr it ica l t h a t Goog le in dex es a ll of t h e con t en t , con sider post in g by ch a pt er . T h is w a y , Goog le is less lik ely t o st op in dex in g a t , sa y , pa g e 5 7 of a 1 1 2 -pa g e docu m en t . OCR: Ma n y PDF files a r e sim ply sca n n ed pa g es w it h n o sea r ch a ble t ex t . Un t il r ecen t ly , t h ese PDF files w er e effect iv ely in v isible t o sea r ch en g in es beca u se, w ell, t h er e’s n o t ex t t o sea r ch . A s of Nov em ber , 2 0 0 8 , Goog le OCRs t h e im a g e-ba sed PDF files it dow n loa ds, n o ex t r a ch a r g e. T h is m ea n s t h a t ev en pla in , sca n n ed pa g es w ill be sea r ch a ble, ev en if t h e ow n er didn ’t ex plicit ly m a k e t h em so. So fa r a s I k n ow , Goog le is (st ill) t h e on ly sea r ch en g in e t o offer t h is fea t u r e. Now Goog le’s OCR isn ’t t h e g r ea t est ; it ’s opt im ized for speed r a t h er t h a n a ccu r a cy . Y ou ca n do t h is y ou r self, a n d g et bet t er sea r ch r esu lt s, by r u n n in g a n d qu a lit y con t r ollin g y ou r ow n OCR, t h en post in g t h e r esu lt in g PDFs. Secu r i t y : T h er e a r e m a n y r ea son s t o secu r e PDF files a g a in st u n w a n t ed ch a n g es, or t o disa llow t h e ex t r a ct ion of con t en t . Don e w r on g , it ’s possible t o in a dv er t en t ly block sea r ch en g in es fr om in dex in g t ex t in a secu r ed docu m en t . T o en su r e t h a t secu r ed PDFs a r e sea r ch a ble, be su r e t o ch eck t h e “ En a ble t ex t a ccess for scr een -r ea der s” box w h en en cr y pt in g y ou r files. A ddit ion a lly , w h en select in g A cr oba t 6 .0 com pa t ibilit y or h ig h er , be su r e t o “ En cr y pt a ll docu m en t con t en t s ex cept m et a da t a ” t o en su r e PDF m et a da t a is a v a ila ble t o sea r ch en g in es. Con t en t r ea di n g or der : T a k e a close look a t sea r ch r esu lt s sh ow in g y ou r sea r ch t er m s in con t ex t , a n d y ou m a y fin d oddly spa ced, du plica t e or ju m bled t ex t . If y ou t a k e Goog le’s offer t o “ V iew a s HT ML” , a s I oft en do, t h e t ex t oft en look s REA LLY ba d, w it h disjoin t ed pa r a g r a ph s, h ea din g s dem ot ed t o t ex t a n d t a bles, colu m n s a n d sideba r s h opelessly con fu sed. If t h e w a y sea r ch en g in es r et r iev e a n d displa y sea r ch r esu lt s m a t t er s t o y ou , or if y ou m u st a dh er e t o a ccessibilit y or Sect ion 5 0 8 st a n da r ds for w eb con t en t , pla n t o g et fa m ilia r w it h r ea din g or der in PDF-ba sed con t en t a n d t a g g in g , t h e st r u ct u r e in for m a t ion (h ea din g s, list s, t a bles, et c), of PDF files.
talkingpdf.org/make-your-pdfs-work-well-with-google/ 3/5
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Make Your PDFs Work Well with Google | Talking PDF
T o en su r e a qu a lit y r epr esen t a t ion in sea r ch r esu lt s, PDF cr ea t or s (soft w a r e a n d per son n el a lik e) m u st en su r e t ex t is cor r ect ly or der ed for ex t r a ct ion pu r poses. Gen er a lly spea k in g , PDF files w it h soph ist ica t ed la y ou t s, fon t s a n d t ex t effect s (i.e. t y pica l m a r k et in g lit er a t u r e, or h ig h -v a lu e r epor t s) a r e t h e m ost lik ely t o h a v e con t en t or der in g a n d st r u ct u r in g pr oblem s. Sim pler docu m en t s pr odu ced in W or d, In Desig n a n d t h e lik e t en d t o h a v e v a lid (or a t lea st , bet t er ) st r u ct u r e. A deep div e in t o con t en t or der a n d t a g g in g in PDF files is bey on d t h e scope of t h is a r t icle, for en su r in g cor r ect con t en t or der in g is n ot a sim ple ch eck box opt ion . How ev er , pa y in g a t t en t ion t o con t en t or der ca n dr a m a t ica lly im pr ov e t h e w a y sea r ch r esu lt s a r e displa y ed. Bot h con t en t or der a n d t a g g in g m a y be a ddr essed in A dobe A cr oba t Pr ofession a l. (V iew > Na v ig a t ion Pa n els > T a g s, a n d V iew > Na v ig a t ion Pa n els > Or der ). Con t en t St r u ct u r e: Ju st lik e a n y w eb pa g e, PDF docu m en t s a dd t o t h e SEO v a lu e of y ou r sit e w h en t h ey con t a in k ey w or ds in pr om in en t pla ces a n d en closed in h ea din g (H1 , H2 ) t a g s in t h e PDF files. Be su r e t o in clu de lin k s in t h e PDF files ba ck t o y ou r ow n w ebsit e. User s w h o post y ou r PDF files on ot h er ser v er s w ill be post in g lin k s ba ck t o y ou r ow n sit e — h ow n ea t is t h a t ? T o beg in defin in g con t en t st r u ct u r e in A cr oba t Pr ofession a l, fir st fin d ou t w h et h er y ou r file is T a g g ed. (Con t r ol-D k ey boa r d sh or t cu t , t h en ch eck t h e “ Descr ipt ion ” t a b)…. If y ou r PDF isn ’t st r u ct u r ed a n d t a g g ed, y ou ca n qu ick ly t a g it u sin g t h e A dv a n ced > A ccessibilit y > A dd T a g s t o Docu m en t com m a n d. On ce t a g s h a v e been a dded, v iew h ow t h e con t en t is cu r r en t ly or der ed, v ia t h e Con t en t pa n el, or else st a r t fr om A dv a n ced > A ccessibilit y > T ou ch Up Rea din g Or der . T o m a k e y ou r PDF files t r u ly a ccessible a n d m a x im ize t h eir SEO v a lu e, v a lida t e t h e t a g s, en su r e im a g es h a v e g ood a lt er n a t e t ex t (a lso in dex ed by sea r ch en g in es) a n d en su r e t a bles, list s a n d ot h er st r u ct u r e elem en t s a r e in g ood or der . T h is lit t le t ell t a le is pr im a -fa cie ev iden ce of in a ccessible con t en t . Not on ly sh ou ld T a g s sa y “ Y es” , bu t t h e t a g s
talkingpdf.org/make-your-pdfs-work-well-with-google/ 4/5
Get t h e r ea din g -or der r ig h t , a n d so w ill Goog le. W h y does t h is file n eed h elp?
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Make Your PDFs Work Well with Google | Talking PDF
In g en er a l, t h in k of PDF files a s w eb pa g es t h a t u ser s ca n t a k e w it h t h em offlin e, a n d y ou ’ll st a r t t o g et lot s of
sh ou ld be v a lida t ed, t oo.
idea s a bou t h ow t o m a k e y ou r PDF files w or k for y ou r sit e, w h er ev er t h ey a r e. Na m e t h a t file! A PDF file’s n a m e is oft en a v it a l pa r t of con t en t -m a n a g em en t st r a t eg ies. T o en su r e t h e filen a m e a lso ser v es sea r ch en g in e opt im iza t ion in t er est s a s w ell, t r y t o g iv e y ou r files m ea n in g fu l n a m es t h a t in clu de k ey w or ds or r eflect t h e file’s T it le.
What about other engines?
Goog le isn ’t t h e on ly sea r ch en g in e ou t t h er e, a n d w h ile it is (cu r r en t ly ) dom in a n t , ot h er pla y er s boa st a v a r iet y of st r en g t h s. Y a h oo, t h e n ex t -big g est pla y er a lso in dex es PDF files, a n d displa y s sea r ch r esu lt s u sin g a lm ost pr ecisely t h e sa m e look a n d feel a s Goog le, in clu din g a “ V iew a s HT ML” opt ion . In a br ief r ev iew , I cou ld n ot discer n a su bst a n t ia l differ en ce bet w een t h e w a y Goog le a n d Y a h oo displa y s PDF-or ien t ed sea r ch r esu lt s. W it h ju st ov er eig h t per cen t of sea r ch es w or ldw ide in it s fir st fu ll m on t h a ft er la u n ch , Micr osoft ’s Bin g sea r ch en g in e is w or t h a look . Lik e Goog le, Bin g in dex es PDF files ir r espect iv e of v er sion . Un lik e Goog le a n d Y a h oo, Bin g does n ot pr ov ide a “ V iew a s HT ML” opt ion for PDF-ba sed con t en t . A s m ig h t be ex pect ed. a ll t h r ee en g in es r a n k PDF files u sin g v er y differ en t a lg or it h m s. Pr oper ly st r u ct u r ed PDF files sh ou ld im pr ov e sea r ch per for m a n ce on a n y sea r ch en g in e, n ot ju st Goog le.
Conclusion
Most or g a n iza t ion s post in g docu m en t s t o t h eir in t er n a l n et w or k s or t o w ebsit es w a n t t h ose docu m en t s t o be ea sily fou n d by ot h er s. Cor por a t e in t r a n et s r ely on sea r ch en g in es t o in dex a n d r et r iev e a ll m a n n er of in t er n a l docu m en t s ev er y da y . T o t h e ex t en t t h a t PDF files com pr ise a m ea n in g fu l v olu m e of y ou r sea r ch a ble con t en t (a n d y ou w ou ldn ’t h a v e r ea d t h is fa r u n less t h ey do), y ou ow e it t o y ou r self t o m a k e su r e y ou r PDF files w ill look t h eir best u n der t h e r elen t less g a ze of t h e sea r ch en g in es.
Key Takeaways
V er ify ea ch PDF file’s “ Descr ipt ion ” (in Docu m en t Pr oper t ies) befor e post in g . Ma k e su r e t h a t a ll PDF files h a v e m ea n in g fu l T it les, if n ot h in g else. A dd st r u ct u r e a n d pr oper t a g s t o PDF files t o im pr ov e t h e qu a lit y a n d a ppea r a n ce of sea r ch r esu lt s. File-size lim it s m a y a pply . T r y t o en su r e t h a t PDF files post ed on lin e a r e a s sm a ll a s possible, t o m in im ize t h e ch a n ce t h a t sea r ch en g in es w ill g iv e u p a n d fa il t o in dex t h e docu m en t . If y ou ’r e post in g sca n n ed docu m en t s, OCR t h em pr ior t o post in g . Originally pos ted on acrobatus ers .com . Met a da t a , Opt im ize PDF
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