Comments on: Search Engine Optimization Tips for White Papers

By: angelia110

angelia110 — Tue, 03 Nov 2009 11:12:04 +0000

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By: Marcus

Marcus — Mon, 23 Feb 2009 08:45:27 +0000

The title and description meta tags are a very important factor, perhaps you can set the title tag as the topic of your paper and write a short description for the description tag.

By: Paul

Paul — Wed, 19 Nov 2008 08:42:14 +0000

Like a few people have said, inbound links to your site are the most important factor. I haven’t seen page size mentioned, the smaller your page is, the easier and faster googlebot can crawl your site. This *may* result in more of your pages being indexed and *may* put you further up a little.

By: Kolin Djastirel

Kolin Djastirel — Tue, 14 Oct 2008 17:42:10 +0000

I in SEO industry for 5 years. Now i have SEO company, we work a lot and we are using different methods and so on. But the main think (as it was and 3 and 5 years ago) - is high quality links to you site. It’s so, and it’s a RULE. And only google could change it.

By: Rick

Rick — Mon, 13 Oct 2008 21:05:13 +0000

That helps. Thanks for the elaboration.

By: Kim Cornwall Malseed

Kim Cornwall Malseed — Mon, 13 Oct 2008 20:56:31 +0000

Hi Rick, sorry I wasn’t more descriptive on the META info. I meant the title, subject, and keywords within the description tab. When the PDF document appears in search engine results, the title you enter for the document will appear as the web page title, document subject is web page description. The keywords entered in the PDF will help the document appear in results for those words (among other things, keywords are just one aspect).

For example, I recently wrote a research report for B2B tech marketers and will use the following for the META info:

Title: The Most Powerful Online Tool for Influencing B2B Technology Buyers

Subject: Marketing research report and survey reveal what online methods are effective in persuading sales decision makers

Keywords: b2b; technology; btob; marketing; business-to-business; software; hardware; online; Web; Internet, sales; lead generation; research; survey

Hope this helps!

By: Rick

Rick — Mon, 13 Oct 2008 20:30:55 +0000

In the context of white papers, what would be considered the META information that Kim Cornwall Malseed suggests entering into the PDF properties description tab? Examples?

By: Eva Polovsky

Eva Polovsky — Mon, 13 Oct 2008 09:44:57 +0000

Thanks for the tips. I think one of the best ideas is giving out white papers to my partners and customers for getting them to post it on their websites.

By: Kim Cornwall Malseed

Kim Cornwall Malseed — Fri, 10 Oct 2008 12:49:29 +0000

Many companies post white papers to their websites in PDF, but forget to optimize the PDF for search.

To correctly format PDFs in Acrobat, you need to open your image-based PDF and run “optical character recognition.” Go to the “document” menu. It will scan your document and translate the image-text into text that can be edited so search engines can read it.

Then go to the “file” menu, select “properties” and in the “description” tab enter META information.

After doing keyword research, re-formatting a client’s white paper and re-posting it, after 4 months the number of downloads went from about 10/month to averaging 50/month.

By: Kari

Kari — Sun, 05 Oct 2008 22:10:21 +0000

“Try to ensure that each page (i.e. each URL) has approximately 500 words on it with your most important keywords repeated 10-12 times per page”

Make sure to use variations on your main keywords, especially those long tail ones that relate directly to the purpose of the white paper.

“Give out your white papers to your partners and customers and try to get them to post it on their websites”

Do some blogger outreach to find those high-authority blogs that may be willing to promote your white paper. Also, optimized press releases may be a good option and can provide incoming links to the white paper (especially if the press release is picked up by more authoritative industry blogs or websites).

Kari’s last blog post..Whole Lotta Link Love Friday, October 3