PDF files don’t get picked up as easily as HTML files.
Even if you include a PDF file to make it easy for a visitor to download something, include the same content as an HTML file, search spiders live on diets of rich-HTML and key words.
Smart Tip: HTML trumps PDF
About the Author: Karen Post
Karen Post is an entrepreneur, international branding authority, and author. Her books include: Brand Turnaround: How Brands Gone Bad Returned to Glory and the 7 Game Changers that Made the Difference (McGraw-Hill); and Brain Tattoos: Creating Unique Brands That Stick in Your Customers' Minds (AMACOM).
