These results are taken from a database of searched carried out over last 60 days within all of major search engines, directories and Pay Per Click directories.

This list should highlight some keyword phrases that are being searched for, but that are not being overly competed for, these are keyword phrases that you should be looking for.

Now some more in-depth research can be carried out which will tell consultant, out of those pages said to be competing for a given keyword phrase, how many of them are actively competing rather than incidentally.

Step 3 – Final Draft

Now it is time to go back to client with detailed list of actual search phrases used, and decide which of those are relevant to type of visitor you want to attract to your website.

Step 4 – Focus your content

Armed with this final list, content can now be written using relevant, searched for keyword phrases.

THE EFFECT

Getting it wrong

You can have most professional website in world, with most user friendly interface, but if you are targeting wrong keywords then you are targeting wrong people. Therefore, your objective (to get more business, sell more products etc) cannot be met. All of your hard work will have been in vain as it will fall upon deaf ears (so to speak).

Getting it right

However, target right keyword phrases will attract in exactly those people that are looking for precisely what you are offering. Of course, when they find you, you will need to make sure you have also fulfilled rest of criteria of professional design and user-friendly interface!

CONCLUSION

As with all marketing campaigns, you need to know your target audience, know what they want and then meet their demands. The internet offers opportunity for you to get up to date marketing research data that means you can effectively achieve this quickly and cost-effectively. So make most of it.

©Crystal Clear Internet Marketing Consultants Written by Nicky Nelson July 2004

The keywords that were input into Document Metadata menu appear as a sort of list like this: treeswoodchips

Of course, this doesn’t mean anything really – it is how search engines read this that counts.

How does it really work?

I’ve run some preliminary tests (and by this I mean very preliminary) and more testing will need to be completed to verify these results, but here is what I have come up with so far. When a PDF file was first opened in Acrobat 6 Document Properties or Document Metadata title and author fields were already filled in with file name and author’s initials (information received from MS Word)

Without filling in any extra data into Document Properties or Document Metadata menu, Google used Title field information for title in results and description in results was acquired from body copy. Yahoo!, in older PDF’s use largest text on page as title text. In regards to more recently indexed PDF documents, however, Yahoo! is using Title field information as title text in search results. At this writing, description text in search engine results comes from body text of PDF and not Document Properties or Document Metadata text.

Thinking I might just get lucky (and hoping for quick results), I ran a few optimized and non-optimized PDF’s through some of more popular search engine spider simulators on web, but these spiders did not handle binary code very well. None of them returned title or meta tag information and most popular keywords were snippets of binary code.

So, at this point, does it really pay to optimize a PDF?

The simple answer is, yes. The title tag and body copy can still be optimized and major search engines will index it accordingly. As far as Keywords and Description meta tags, well Google ignores this in PDF’s just as it does in HTML documents and Yahoo!, which does use description tag, is only half way to where it needs to be.

But Google and Yahoo! aren’t only two search engines / directories around and with algorithms changing all time, perhaps someday soon either SE’s will be able to fully read a PDF file or Adobe will offer a patch that will make PDF’s more SE-friendly. It’s only a matter of time, my friend. Will you be ready?

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