PDF Files - Your Undiscovered Gold Mine

Written by Ralph Tegtmeier

It is a well established fact that search engines simply adore (relevant) textual content above anything else. However, in our experience many corporate web sites are at a loss when required to generate search engine optimized content, be it for cloaking, be it for more conventional techniques of optimization.

Yet, quite a few of these companies entertain a plethora of textually rich material which would literally be gobbled up with glee byrepparttar search engine spiders. These are typically files in Adobe Acrobat's PDF format featuring manuals, features lists, technical specifications, White Papers, andrepparttar 128424 like.

Unfortunately, PDF files are not, as a rule, spidered and indexed by any ofrepparttar 128425 major search engines. (The notable exception being - as of fairly recently - Google.) Of course,repparttar 128426 PDF format is widely favored because it allows for easy cross system transfer of formatted documents. Allrepparttar 128427 recipient has to do to read them is to download Adobe's free Acrobat Reader program which plugs itself intorepparttar 128428 major browsers upon installation.

Branding, Sloganizing and Search Engine Marketing

Written by Ralph Tegtmeier

The descriptions search engines offer when displaying search results are generally retrieved from two sources:

a)repparttar displayed page's title tag;

b)repparttar 128423 displayed page's description meta tag or, in default of same,repparttar 128424 first characters ofrepparttar 128425 page's body text;repparttar 128426 number of characters displayed is limited, with some engines picking up a maximum of 150 characters, other offering slightly more;

c)repparttar 128427 displayed page's keywords meta tag - while this meta tag's content will not be excerpted forrepparttar 128428 displayed text's description proper, it is one of several factors determining which search results are displayed at all and in which order (ranking). (Note that this is a generalization - some, though few, search engines refuse to take into account any meta tags. Obviously, different rules apply in their case.)

Both a), b) and c) should relate torepparttar 128429 specific page's content, notrepparttar 128430 web site's or its corporate owner's overall theme! That is why they are placed individually in each page's header inrepparttar 128431 first place.

There is a popular misconception amongst web marketeers regarding search engine positioning mechanics, namely that web page meta tags and titles are to be employed as instruments of branding. However, if true at all, this would typically apply exclusively to a web site's main or index page. One ofrepparttar 128432 metaphors commonly used in propagating this erroneous marketing policy is that ofrepparttar 128433 "business card".

While it is true that a search result functions as a site's public representation it must also be noted that this should always relate torepparttar 128434 specific page displayed: anything else may legitimately be deemed diversionary tactics, meaning thatrepparttar 128435 page could be penalized for "spamming". (Yes,repparttar 128436 respective search engines' definition of "spam" varies widely and is all but consistent. Also, in several cases it notably lacks a consistent logical basis, but that is notrepparttar 128437 topic at discussion here.)

This aside, it should be remembered that it will be both, a page's title and its description which will induce a searcher to actually click onrepparttar 128438 link and visitrepparttar 128439 site.

Hence, a page's description as displayed in search results is more akin to a product precis or summary than a general corporate business card and should be construed that way.

A unified approach, presenting one andrepparttar 128440 same promotional text on each and every page displayed byrepparttar 128441 search engines, while seemingly making sense fromrepparttar 128442 corporate image point of view, actually constitutes a severe and unnecessary self-restriction, effectively hamperingrepparttar 128443 overall online marketing efforts.

A practical example -------------------

Let's assume that you are running a used car dealership with an online presence (web site). Your company's name is "Honest John Autos Inc." and your main corporate marketing slogan which made you famous all over your home town is "Used Cars Galore: The Fairest - The Squarest - The Best!(TM)"

You offer a fairly extensive variety of used cars in your products palette, ranging from farmers pickup trucks to vintage American autos, foreign luxury and sports cars, etc.

Your web site has some 150 pages, all of which you will submit torepparttar 128444 search engines for indexing. The pages are well focused and carry specific titles, e.g.:

- "50s Chevvy Beauties" - "As good as new - Oldsmobile special offers" - "Luxury finally made affordable -repparttar 128445 Porsche Paradise" - "Agro Cars -repparttar 128446 Pickup Center" etc.

Now if you insist on putting your "Used Cars Galore: The Fairest - The Squarest - The Best!(TM)" slogan in every page's description tag, all you will be able to rely on to pull visitors to your site is your page title. But while it may appear to you thatrepparttar 128447 slogan is a nice marketing reinforcement ofrepparttar 128448 page title "Agro Cars -repparttar 128449 Pickup Center", fact is that you might as well qualifyrepparttar 128450 title message with a specific description which is a lot more torepparttar 128451 point in relation torepparttar 128452 title - and torepparttar 128453 surfer's original request.

Hence, you might wish to describe your Agro Cars page in a more focused manner, e.g.:

----------------------------------------------------- "California's largest selection of second hand agricultural pickup trucks - excellent condition, and no-questions asked 30 days full refund guarantee!" ----------------------------------------------------- (150 chars.), or similar.

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