Itโs true; PDFs can be crawled, indexed, and even ranked by search engines. However, most PDFs lack crucial information (more on this later) that helps search engines understand what the document is aboutโand this negatively impacts your position in search results. Additionally, PDFs arenโt as easily accessible, as they donโt always allow the user to scan, scroll, or navigate the content with ease.
In this article, weโll cover common pitfalls of PDF usage and help you decide if your PDF content should be converted to a stand-alone landing page instead. And if you must use a PDF, weโll cover some best practices to keep in mind.
PDFs and Use Cases
The PDF, which stands for a โPortable Document Format,โ was first developed by Adobe in 1992. Since then, PDFs grew in popularity because they allowed people to share links, buttons, form fields, audio, video, etc., regardless of the operating system on which they were viewed. In other words, PDF files were (and still are) universally accessible on Windows and Mac.
Today, PDFs are still alive and well. In most cases, PDFs are uses because of the false assumption that theyโre faster and easier to create than a webpage. And while it may be easier to upload the final version of a PDF file, it still takes time to plan, design, and develop its content.
Perhaps the place where websites get into the most trouble with PDFs is the fileโs ongoing maintenance. This is especially true if youโre expecting your customers to interact with the PDF content frequently (think restaurant menus or gym class schedules). Keeping track of PDF versions is a huge pain!
If someone downloads a static PDF, thereโs no guarantee theyโll come back to your site to get the new version. Not to mention the time-intensive labor of redirecting any links pointing to the version that is no longer up to date.
And if youโre still not convinced of the headache, read on to learn when your PDF usage should be kept to a minimum.
Reasons to Minimize PDF Usage on Your Website
PDFs negatively impact user experience and SEO. Hereโs how:
Lack of Navigation
PDFs were designed as stand-alone pages, which means that when a user navigates to a PDF, they typically lose access to the main navigation. And if they decide that the PDF they ended up at wasnโt what they were looking for, they must use the back button or go back to the websiteโs homepage to continue their research.
In short, PDFs make it challenging for the user to explore the content beyond the PDF file, causing frustration and ultimate abandonment of the website.
Not Mobile-Friendly
PDFs look consistent across all devices, favoring the layout that fits a desktop screen. While this may be ideal for printing, on mobile, the text is typically too small.
For mobile users, PDF files can be rather taxing, mainly because they require users to pinch to zoom before seeing the content. This is especially important to consider for users with limited fine motor skills who cannot complete the pinch-zoom action altogether.
Lack of Meta Data
While itโs possible to add or edit the metadata of a PDF document, most PDFs get published without it. If a PDF is published without optimized metadata, search engines will defer to the document title as the appropriate title tag and will likely decide on their own meta description. Although this could work in some casesโyour metadata is just the right length, includes target keywords, and is written to attract clicksโin most cases, document metadata isnโt written with SEO in mind.
Sure, meta descriptions donโt always make it to the SERP results; what really matters here are your title tags. Title tags are an important ranking factor. If itโs too long, search engines will likely truncate it. And if it doesnโt clearly represent what the document is about, the user could get thrown off and not view you as a reliable source.
Information Overload
PDFs are generally text heavyโwhich can easily overwhelm a user looking for quick takeaways. They are typically made up of countless pages and are tricky to scan and digest.
Before adding yet another PDF document to a website, think about the userโs search intent. How much time do you anticipate the user will want to spend with your content? If itโs very visual and made to be viewed as a magazine or a brochure, a PDF format may very well be okay here. But if youโre hoping to answer frequently asked questions or product details, perhaps it makes more sense to add that information directly on the product or service page.
You never know, that hidden info could very well be whatโs stopping them from purchasing from your brand!
Makes Tracking Challenging
While itโs possible to track PDF downloads in Google Analytics, our ability to understand PDF engagement beyond that is limited. Did the user read all of the 10, 20, or 40 pages of content? What elements did they engage with the most? Was it worth all of the 100+ hours youโve spent writing, designing, and planning this piece of content? If you want answers to any of these questions, PDFs are not the route to take.
To put it simply, if itโs user engagement youโre after, stay clear of PDF files.
Internal Links Lose Value
Internal links establish the hierarchy of a website. They also help distribute page authority while allowing users to navigate the website more seamlessly from page to page. However, because PDF files are built as stand-alone pages, the path users take to get from a PDF to a webpage (and vice versa) feels disjointed. Even if internal linking best practices are followed, the flow is broken, and the value is diminished.
How to Format PDFs for Search
We get it, PDF documents are still relevant. PDFs may be hard to avoid, especially if you donโt get as much say about what gets published on a websiteโmany websites must list large quantities of PDF files, just so they donโt get sued.
If you know that users absolutely love downloading your PDFs, itโs okay to offer them as a downloadโjust make sure the key takeaways are also listed on the live website!
And if adding that extra info isnโt in the cards, follow these rules from Ahrefs to keep your PDFs web-optimized:
- Write good content
- Add an optimized title
- Add an optimized description
- Use a relevant filename
- Include image alt attributes
- Use headings
Above all else, remember to always think about the user! As long as the style in which you share your information meets their demand, youโre doing your part.
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