Is it possible to position a PDF and if so, then does it make sense?
It does! Google robots (Googlebot) consider the text inside a PDF, as similar to the text that is on the website or in a written code. Everything that we can include in a document will be read by Googlebot. That is why it is important to think about optimizing your file.
However, while creating the document, we have to remember that it has to have a text file format. If we create the document as a graphic file, Googlebot will not be able to read it. Whole content will lose its value and become worthless.
What content should we include in a PDF file?
Not every content is suitable for PDF. Apart from different kinds of books that we can find on the Internet (often with no copyright or license), it is worth to create PDFs with business offers, manual guides, price lists or analysis. If you think that your content can be included in PDF file then do it. Currently, this practice is in the niche and we should explore its potential.
What should we remember about while positioning a PDF file?
Positioning a PDF is not difficult if we remember a few important practices. Everyone who is familiar with positioning knows what to do. If it is your first time and you have never tried it before you will be able to do it on your own. Just follow these few simple rules.
Most of all – the title
You probably know that the meta title is very important. In the case of a PDF file, we have to remember about the title. This is the first thing that the user sees in Google search. The title should include exactly what is inside the file and match search criteria.
The keyword should be placed at the beginning. Thanks to this, a user, as well as the Googlebot, will have an idea of what the document is about. We can not forget about the maximum number of 50-60 characters. That way we can be sure, that the title will appear as a whole. We can also add an author or keywords.
If our PDF creator allows us to add more information, such as the description or some keywords, it will be better to do it.
The title vs the name of the file
Apart from giving our PDF a title, we can not forget about the name of the file. The elements should be connected with a dash. It is also better to use some keywords in the file’s name. Some people suggest starting each word of the name with the big letter.
Very similar to positioning website, we can not forget about proper keyword saturation. Our PDF file should be written clearly and contain all the necessary information. We can not forget about using keywords. The time when we used to put them everywhere has already past. Now it is more important to be natural and user-friendly. Remember this golden rule: write for the user and optimize for the robot.
It is one of the most important aspects of good content and optimization. Creating a PDF file, remember to link it to websites in your domain and the other way around – put a link to your file in proper places on your websites. Thanks to this, Google robots will know that the file is a part of your website’s network of connections. Google will receive a clear message that this element is important.
Size of the file and ALT
While creating a PDF file we can not forget about it’s “weight”. If the file is too heavy, it will slow down your website and you can loose more rather than gain. Not only the robots will judge this situation as bad but also the users may leave your website bored and frustrated because of the long loading speed. It is good to remember that loading speed is one of the most important factors. All of us are in a constant rush and even one second of our personal time seems really valuable. That is why it is good to optimize our domain and PDF file.
If you include photos in a file, remember to use the ALT attribute. It allows robots to read those pictures like any other standard website. Without it, your pictures will stay worthless.
Proper URL address helps to optimize PDF
Every URL address should be properly optimized. The one from your PDF file as well as from every other subpage. Even though this factor does not influence the ranking, it is much better if the URL is short and contains the name of the subpage. Long URLs, full of random letters look sloppy. If we locate a keyword in the URL, it will bring users’ attention to itself.
Do not bore the user
Good content should drain the subject but not the user. Write to describe the subject in 100% but remember that the form should be appealing. Different styling, pictures, graphics, videos, contents page, and short paragraphs – all of this will make your file even more appealing. Go through your favorite websites and blogs- you will probably notice that long blocks of text are boring and unattractive. Most of us pay attention to the beginning and the end of the text just scanning through all the lines. That is why bolding, linking, underlying/highlighting is very necessary. They attract attention and at the same time, they keep the user’s attention.
Also, remember about proper segmentation- use titles, subtitles, and headings. Use keywords whenever possible.
Avoid duplicated text
When the same content is published on more than one page, no matter if it is in the same domain or different, Google considers it as text duplication. More often a content that was published first is in advantage. However, it is best to think about it before we publish the duplicated text in our domain.
In a situation like that, all you need is a proper use of the meta tag “rel=canonical”. Using that we can emphasize which version we prefer. The second option is to add a “rel=nofollow” tag. That way we can avoid any future problems.
Take care of your file’s safety
Most of the PDF creators has a safety function. Make good use of it and set your file to not allow edition. You can avoid a situation in which someone will make changes in your property.
Optimize a PDF for mobile devices
Nowadays people use mostly mobile phones or smartphones. We have to remember that and try to optimize best for mobile devices. If our file will not be mobile user-friendly we can lose a lot.
As you can see optimizing a PDF file is possible and profitable. Because this topic is currently in the niche we could gain a lot focusing on it. Make a user-friendly document with properly placed keywords. Afterward, take care of every aspect of SEO such as meta titles, descriptions, links and proper use of meta tags.
https://anchor.team/wp-content/uploads/2019/08/how-to-position-a-pdf-2.jpg315600Wojciech Kmitahttps://anchor.team/wp-content/uploads/2018/10/anchor_team_logo_grayscale-1-1-80x80.pngWojciech Kmita2019-08-12 10:46:062019-12-10 10:17:19HOW TO POSITION A PDF? - A SHORT GUIDEBOOK
Searching for the best words for our website is the very first, and also the most important step in the work of SEO!
Working on a website with well-selected keywords allows us to climb up the search engine ranking. Keywords research allows us to properly plan our website structure, subpages content and, most importantly, reach the best target consumer.
What is keyword research?
Keywords research is an act of finding codewords (key phrases), for which users look for in the search engine to find the information they want. The goal of the keywords research is to find the most suitable keywords. During the process, these keywords are analyzed to establish the user’s intentions, the potential traffic, and competition. SEO/the positioner chooses phrases that will assure the highest website position in a search engine.
This guidebook is created for you, to conduct this research yourself (if you have the time). Here, you will find the methods and tips to help you choose the best keywords.
Let us start from the beginning!
What are the keywords?
Keywords – a sequence of words entered by a user in a search engine to find the desired information.
Types of keywords
As we mentioned before, we can divide keywords according to:
– the length of the phrase, or
– the user’s intention.
Keywords based on length
Single are words entered by a user in the search engine. Usually, such words have a lot of competition and very little value. Such codewords are dominated by informational websites:
Two-, three elements
Here is where the fun begins. Examples:
Call center poznań
Suitcase for the plane
We can enter whatever we want
For such keywords, research is most efficient. Depending on the business, location or intention of the words, they can differ in popularity or competition.
The difference of 5 432 820 000 results with two similar sentences.
Such type of phrases often has a small number of results. Moreover, they are extremely easy to position and they are often at the end of shopping decisions. Without putting much effort, we can get a very good position in a search engine for our subpage. If our page is new, this is a very good choice!
Of course, there are some exceptions. Phrases such as “How to create an ad on Facebook” are quite difficult to work with. Longtail phrases, despite being “less” popular, occupy over 90% of monthly search volume distribution.
Can you now see why the less popular words are called “longtail”?
Every day, people search hundreds of thousands of words that were never searched before. That is why doing research on those types of words, does not make much sense… We just do not have enough data on it yet.
There is some kind of intention behind every Google search. We can divide the types of Google search depending on what a user wants to achieve. Proper identification of keywords is necessary to achieve valuable advantages from our SEO work.
Intentions of the research can be divided into:
Navigational searches are those that include names of websites or companies. In this case, users know what they are looking for but do not know the URL of the website. Such type of research is not valuable for SEO.
The Internet was created to share information and that intention stands behind most of the searches. Informational codewords characterize a high number of searches, but it does not really mean that the user wants to buy something. They may only get to know about the product.
Let us look at the picture below, which shows how many phrases contain words “how much or how many”.
This is just the tip of the iceberg.
If our website is in a high position for such phrases we probably will not make any direct profit out of it.
Most of the informational phrases appear when someone is at one of the 4 steps of the consumer’s journey (awareness, interest, consideration, purchase)
The user will remember us! (As long as we gave them valuable information)
Here lays the biggest potential for informational phrases. While answering as many of them as we can, we become trustworthy and thanks to this during the next steps of the consumer’s journey our brand will be more appealing.
Intent to buy
Those are the most valuable phrases and at the same time, the most competitive. Here, users know exactly what they want and what they are looking for.
A lot of these phrases are also “longtail” phrases.
Keyword’s research – how should we start?!
How should we start research based on the type of our website?
Depending on the type of website, we should have a slightly different approach. For example, when creating a blog, we should not focus on phrases related to intent to buy. At the same time, when looking up phrases for eCommerce, it is important to focus on both phrases related to intent to buy and also the informational ones.
The goal of an internet shop is, of course, to sell products. That is straightforward.
But how do we encourage the user to buy the products in our shop?
For an internet shop, we should focus on shopping keywords, which will guide people to both the category of products and the products themselves.
The domain of an internet shop should also include a blog or a place, where users will be informed about new products or reviews. That way new users will be able to reach our shop.
In the case of a blog, we should focus on keywords that will suit the topic of our page. We should also do research every time, there is a new blog post.
If we already have a well-known, active, travel blog – we should focus on keywords that are often searched.
If we have just started our blog, we should focus on longtail phrases.
Looking for keywords
Here, we will move on to the most important aspects of the keyword’s research.
Why should we avoid Google Planner at the beginning
Most of people and guidebooks suggest using Keyword Planner for Google Ads.
That is a serious mistake!
This tool is very good at giving us similar words to the one we are looking for. However, it has some limitations.
What comes to your mind when you think about “Portugal”?
What Planner gives us:
Planner Google Ads shows us phrases that are very similar to our keyword. It doesn’t show us actual word associations. Using this tool while doing research, can limit our VALUABLE phrases.
We also need to remember that the Planner focuses on data for paid searches, so it gives us really distorted results.
Of course, the Planner is really useful, but I would suggest to use it only for checking the estimated number of searches.
Seed Keyword- a top-down approach
We start the keyword research from the broadest phrases.
Let’s imagine that we have a travel agency.
The most obvious broad phrases are:
If we don’t have a well-known internet brand, these phrases are difficult to reach.
That’s why we have to look for more specific phrases. If we have a travel agency, we probably organize trips to different destinations. The number of those trips doesn’t matter. Let’s say that we organize trips only to Georgia.
Now we can expand our phrases:
These types of phrases are much more accessible. They have a good amount of searches but still, have a lot of competitions.
We should dig deeper. Georgia has a lot of amazing cities and regions.
Thanks to this, we can find more detailed phrases:
Holidays + [city]
Holidays + [region]
Holidays + Georgia + [city]
Holidays + Georgia + [region]
Each of the phrases differs in competition, depending on the popularity of the region or city.
That way we got quite an expended list of keywords that we should analyze, whether SEO actions will be effective, or not.
Protip: While checking the words from a list above we are able to find a lot of informational phrases, that we could also include.
The screenshot is from the end of the google search page, after typing the phrase “Tbilisi”.
Looking for niche topics for our business
The more we get to know the business, the more popular topics we can find!
As I said before, some of the word associations that show while working on our topic, might not be so obvious for us.
Being an expert at every available business might be difficult if you have a lot of websites to manage (like we do). So we have to start thinking like people who are good at this. Doing so, we can use the help of :
While doing keyword research, it’s good to create a “virtual person”. It may seem too much but actually, it helps us imagine what potential clients may think. It may also help us looking for keywords.
If you want to know more, Ruth Burr Reedy clearly explains this topic:
Well-prepared personas might be useful in the future.
Internet forums are immortal. They are often irreplaceable sources of knowledge, full of business language and topics you are searching for.
Based only on titles, we can find a lot of topics suitable for SEO actions.
https://www.quora.com – it is a Q&A service in English, where users themselves can give and moderate the answers. Doing research, we can find a lot of information on the topics we are interested in. Searching for “restaurant Warsaw” we can find a lot of inspiring keywords.
Reddit.com is another example of an interesting source of keywords. The website is also in Engish and there you can find the so-called “subreddits” full of interesting materials.
For example, let us look at the subreddit for SEO 🙂
During the time of “Content is king” or rank Brain, we don’t have to focus on optimizing for each phrase individually. If we have a restaurant with pierogies in Poznań, we can focus on such phrases as:
Pierogis in Poznań
Pierogis restaurant Poznań
Pierogis restaurant in Poznań
However, all of these phrases are more or less the same. That is why I recommend focusing on one, main phrase for each of the subpage or product. Let’s remember about putting interesting descriptions and keywords that are used in our common language.
We should find keywords for every important subpage in our domain.
If we have a business website- then for every service we provide.
If we have an online shop- then for our main page, each of the categories and products.
It is an indicator that informs us how competitive a given keyword is. On the internet, we can find plenty of words that will bring us a lot of values. That is why companies focus on them when they want to sell their product or service.
The competitiveness of a keyword makes us work harder, give better content or find links from stronger sources. Because that is something that everybody does.
Ahrefs Difficulty tool
My favorite tool tells us how difficult our keyword is.
However, it works best with English keywords. It isn’t working well for Polish phrases.
CPC rate in Google Planner
This tool is a good determinant for planning keywords.
Most PPC campaigns focus on keywords that intent to sell. Usually, the more profit a keyword gives, the more people want to use it. It mirrors our SEO activities- bigger CPC, more intense SEO work.
Searches, intention, and the number of results in Google
A simple indicator that shows us how valuable given keyword is, is a number of results in search engine.
And the number of monthly searches
Analysis of the keyword’s potential
Analysis of CTR for a phrase
CTR- an indicator in percentages, which tells us how many times a user clicks on a link to a website, when using a search engine. For the top 10 positions it looks like this (not many people check page number 2):
As the name suggests, this model of settlement is based on fixed, monthly payments. The price of SEO subscription depends on many aspects such as:
the condition of web optimization,
website size/ the number of subpages,
website size/ the number of subpages,
website purpose (shopping site/ business website/ lead-gen page),
the type of the “engine” or Content Management System (CMS) the website is based on,
the condition and quality of link profile,
arrangements with the end-client about changes made to the website,
complexity of the client’s needs and goals set for subcontractor,
the complexity and competitiveness of keywords important for the client.
Additionally, following the term “SEO Subscription” we can find another term “SEO Effect”. This effect is nothing more than an “effectiveness bonus” which subcontractor adds if the client’s goals are achieved. The approach and the presence of this effect in settlement model is extremely flexible in our opinion.
How to estimate the amount of SEO subscription?
To understand better how this subscription works, please look at the example below.
We get a question from a client about website XYZ.PL
Website has about 10 subpages,
the condition of web optimization is rather poor and it has never been optimized before,
The website has a business purpose – its goal is to make a company present on the Internet and to generate contacts via contact form or telephone numbers,
the website runs on a very popular and simple CMS-Wordpress
there’s not a lot of links to the client’s website but their competition has many of them
the client understands that competing for the most popular keywords will be time-consuming, but they know which of those keywords could identify their website
Evaluation of SEO subscription
Optimization of titles and web descriptions- to create titles and descriptions for specific subpages in accordance with artistic directions requires remarkable imagination, knowledge of good SEO practices and experience. For an “experienced” specialist to write the title and description for a single subpage takes from 30 to 60 minutes (the cost of research on competition is included). Also in this time, the creation of other titles and descriptions outline is included, so depending on the page’s structure it lessens the time needed for constructing similar content for others subpages. In the end it takes us between 5 and 10 hours for 10 subpages.
Each one of the subpages should be verified by paying special attention to heading hierarchy. Additionally, for every subpage there should be a written guideline about the content on said subpage (we like to use this tool for this https://surferseo.com/). The analysis of each of the subpages according to elements stated above takes about 1-1,5 hours. For 10 subpages it takes us 10-15 hours.
Applying changes to analysis is an action that can be done by an experienced SEO specialist or, depending on the client’s needs, by web-developers. We estimate that applying changes for one subpage (if we apply those changes in friendly CMS system- WordPress) takes about 1-2 hours. For 10 subpages it gives us from 10 to 20 hours of work.
Optimizing page load speed- we can do it using Google Speed Insights. Nowadays, page loading speed, especially while using mobile devices, has a very high impact on ranking the page in google search. There can be many reasons for slow loading speed, from graphic designs being too “heavy” (which has been made in wrong formats) to overly complicated page coding. Estimating time for this action is extremely difficult. From many projects we made we know that an average time of this optimization for website containing from 10 to 20 subpages is about 10-15 hours (with rare exceptions, using WordPress is usually the fastest).
The quality and size of the link profile of the page and comparing them to the most competitive domains is very important. Link-building specialists should estimate the time needed for acquiring referring links of adequate quality. Unfortunately, estimating that time without familiarising oneself with the competition and without earlier analysis is very problematic. An average, the number of hours spent on this subject in our projects (considering we have our own, huge contact database with many businesses) ranges from 10 to 20 hours per month. Additionally, it is necessary to estimate monthly cost of “media” which contains payments for copywriting and content posted on other web portals. Even though specialists think of it as so called “Grey Hat SEO” practice, we worked out a very healthy way of getting our client’s domains a maximum value without unnecessary actions.
On-going communication is in our opinion an underappreciated yet very valuable element of SEO work. Proper communication in business relations between the agency and the client is an absolute necessity to come to understand plans and values of each business. It is thanks to this communication that we are able to specify set goals and check their progress during SEO work. An average time per month spent on communication (e-mails, phone calls, meetings, reports) during a 6 months project is about 5 hours.
Check out our other posts!
SEO Subscription- what does it depend on?
Keywords research- complete guidebook
Case study of e-commerce for leaders in the press industry
How to perform an actionable SEO Audit in Trello
Of course there are many aspects that impact the price of SEO subscription but it would be difficult to mention them all in one article. I think it is a really good topic for another entry.
However, getting back on track, all of the aforementioned factors influencing the evaluation of SEO subscription show us that the costs of lower estimate for an average project is 4500 pln (after-tax). Upper limit is about 7650 pln (after-tax).
The amounts above are of course the price for the work of the SEO specialists. The costs of media (mentioned above) should also be added to the budget.
Dividing this amount by 6 months, we can estimate that monthly SEO subscription will present like this:
We often get asked “Why is it so expensive?” or we hear “Competition wants to do it cheaper”. Well… If one is satisfied with a basic quality work – every solution or path will be satisfying. However if one wants to focus on getting better results and satisfying paybacks, they have to be ready to pay more for the costs explained above. It is important to approach the price evaluation in a way that fulfils both the mutually set goals and meets the clients’ expectations. Otherwise, the SEO subscription may not be used to its full potential.
https://anchor.team/wp-content/uploads/2019/07/seo-subscription.jpg315600Wojciech Kmitahttps://anchor.team/wp-content/uploads/2018/10/anchor_team_logo_grayscale-1-1-80x80.pngWojciech Kmita2019-07-11 12:05:362019-12-10 09:58:30SEO SUBSCRIPTION - WHAT DOES IT DEPEND ON?
If you’ve been in business for a while, you’ve more than likely heard the term “SEO audit”. If you’re unfamiliar, SEO (or Search Engine Optimization) is the process of optimizing your website and digital presence to make it easier for potential customers to find you and your business in search results. This is tremendously important, and most digital marketing experts recommend performing an SEO audit at least once per year.
I was inspired by an article and methodology on Quicksprout to create an SEO audit template that you can access to easily perform an audit of your own website. Grab the whole SEO audit in Trello that we recently completed for a large e-commerce client. In this audit, you will find our analysis, recommendations, and guidelines.
Let’s begin with the Technical SEO audit
By following technical SEO best practices as outlined in this audit template, we can ensure that our site is optimized to receive organic search traffic from the targeted keywords and phrases. On-page SEO can be time consuming and tedious, but is incredibly important in today’s digital age.
Ensure proper indexing on Google
The first thing we need to check before we begin our audit is that Google’s web crawlers are indexing our site properly. To do this, we go to www.google.com and type “site:www.yourdomain.com” into the search bar, replacing “yourdomain” with your website’s URL. This should return all the pages of our website, in most situations with our homepage as the very first result.
Check robots.txt and meta robots tag
Check XML sitemaps
An XML sitemaps helps web crawlers explore the pages of your website and determine the relationships between them. It is recommended that when changes are made to your website, you update your sitemap as well.
Check status codes
Using SEO tools like ScreamingFrog or GWT, we can check that all of our links are working properly and that we don’t get any error codes (404s, 500, etc)
Architecture – Check Www. or non-www.
According to most search optimization professionals, the choice of using a www. or non-www. domain is up to personal preference and won’t impact your search rankings much. However, it’s important to stick to your choice and ensure all links, both internally and externally, use the same prefix.
If you’ve done a Google search recently and been offered up a quote at the top of the search results page, congrats – you’ve discovered Rich Snippets. These little blurbs greatly increase click-through rates and boost the traffic to your website significantly. So how do websites show up in the Rich Snippets box?
Welcome to structured data. In short, structured data better informs search engines about the content and contextual elements of each of your website’s pages, allowing the search engine to utilize your content in unique ways. There are several ways you can set up structured data on your website, but Google typically recommends using JSON-LD.
“Pagination” is when content spans multiple pages on your website. If not properly configured, this makes it very difficult for search engine crawlers to index your pages properly.
The importance of Content Audit
Below, we’ll walk through the necessary steps to optimize your website’s content for proper search engine performance. The content on your website should be the most important part of your SEO strategy as it’s what attracts visitors (and potential customers) to your website.
From the very beginning of creating your website, it’s crucial to consider the exact keywords you want to rank for in search results. Google has repeatedly stated that each page of a site needs to have a single, clearly defined main topic. The best way to achieve this is to assign each page of your website a keyword, then build the page’s content around that keyword.
If you aren’t in the SEO field, you might not think that the URL of your website’s pages are important – however, that’s not the case. It is a good practice that each page’s URL should contain the main keyword of the page for the search engine to index more easily.
Furthermore, URLs are important not only to search engines but also for users. When the URL exceeds about 100 characters than it is truncated in the search results. It is recommended to write URLs that are shorter than 100 characters.
The most important place to put the keyword of your page is in the title tags. The title tag is the headline that shows up in the search results, so it’s a user’s first impression of your website. Here are some tips:
Title tags should be about 50-60 characters in length
Don’t re-use title tags, each page should be unique
If it’s relevant, utilizing a geo-qualifier (such as London or Sydney) can help increase click-through rate
The heading tag should be the first body element of every webpage, and should be text only (no images or logos). Search engines and users alike look to the heading tags to determine the content of the page, so it’s important to use the page’s keyword in the heading tag as well.
Meta description tags
While they don’t affect your ranking in search results, the meta description is the blurb that appears underneath your title tag in SERPs. This is the first contextual piece of content the search user will see, so make sure it’s well-written and engaging to your audience.
Doing a Content Marketing on your Blog
One of the best ways to boost traffic to your website and engage your audience is to write and publish content to your website. This can be in the form of video content, writing a blog, or publishing articles that provide value to your target audience. When done properly, content marketing can produce astronomical results for your business.
Image alt tags
Since web crawlers rely on text, they can’t comprehend images – unless, of course, you utilize “alt tags”. Alt tags describe the images to web crawlers, helping them better understand the content of your webpage. Image file names are also important; they should be text-based (not numbers or a query string) and include the keyword if relevant.
SEO for Local Businesses
When you’re looking for a product or service in your area, most people turn to Google Maps – if your business doesn’t appear at the top of the list, you’re losing potential customers! So how do we make sure our listing is ranked #1 in local search results?
Google MyBusiness page
If you do business locally in 2019, an accurate, professional Google MyBusiness page is essential. The most important things to consider here are setting up your location information, keeping business hours up to date, and garnering positive reviews.
Citations are helpful in helping Google establish that your business actually exists. A citation is when a credible source mentions any combination of your business’ name, phone number, address, zip code, or web URL. The great source for local business you can find on Whitespark site.
Again, we’ve created an SEO audit template for folks that would like an in-depth, step-by-step walkthrough of the process. The SEO audit in Trello goes further in-depth on many of these topics, making it easy for you to complete your own audit.
https://anchor.team/wp-content/uploads/2019/01/how-to-perform.jpg315600Wojciech Kmitahttps://anchor.team/wp-content/uploads/2018/10/anchor_team_logo_grayscale-1-1-80x80.pngWojciech Kmita2019-01-07 10:47:012019-12-10 09:54:56How to perform an actionable SEO Audit in Trello