On April 18th 2005, Adobe announced that it was going to acquire Macromedia.
Besides delivering a critical blow to competitive balance of two highly recognized and respected companies, it has inadvertently created a new form of optimization.
That's right. PDF optimization.
The main technology that Adobe wanted from Macromedia was Flash. Now that they have it, they will be able to incorporate all power of Flash into a PDF. With one fell swoop, they have changed face of search engine optimization.
As a site owner, I can now potentially have my entire site reside within content of a PDF. Sure, it was textually available before, but now I can even have compressed video, dynamically generated content and visually appealing content conveniently wrapped up into web's only cross-compatible portable platform.
No more worries about having a Flash player installed - that will be incorporated into PDF reading software. No more worrying about needing Quicktime and Media Player versions of video clips. They'll all be in Flash.
Not only is PDF web friendly, but it is also PDA and Kiosk ready. Now content can be delivered anywhere to any device that can read a pdf. It can also be included on CD's, DVD's and even your cell phone.
From a user perspective, this is awesome. From a search engine perspective, it is great to push boundaries, but we may also see end of optimizing for client sites, instead a client will pay a one-time fee to optimize a pdf.
Anyone who makes a living optimizing sites can see potential loss of revenue as companies move forward and place their marketing efforts into promoting a pdf instead of a web site.