What you don’t know about optimizing PDFs can hurt you | 17 Strategies for success

Galen De Young | Search Marketing | April 1st, 2008

This is true both in terms of optimizing PDF for search as well as for human visitors. Recently, there was an article on MarketingSherpa (membership required) that set forth 10 tips for optimizing PDFs for search. The tips listed excluded some of the most crucial factors in PDF optimization, including specifying the reading order and how to influence PDF search result descriptions to promote actual click-through. Without these and other matters addressed, your PDF stands little chance of clicked on, even if it does rank highly in the search engine results. (more…)

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Why B2B Websites Need More Content

Galen De Young | Search Marketing | March 31st, 2008

Investments in B2B websites have traditionally been much smaller than B2C counterparts. Often the approach has been somewhat minimalistic, incorporating only what is necessary to have a credible presence. The creation and addition of what some deem “supplemental” content often gets pushed aside as other marketing initiatives take priority.

While this may seem prudent in terms of the marketing budget, it is actually hurting your site from a search marketing perspective. (more…)

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