• They retain the looks and format of the original documents.
• They provide restricted editing.
• They support compression when there are images.

During the initial days of SEO many website owners used to consider PDFs as not friendly to search engine crawling, however, now it is widely known that nothing could be farther than truth. PDF documents are as friendly to search engines as Word documents. However, the friendliness of PDFs depends a lot on the way it is created. If the file is created with Photoshop, it remains an image file whose fate with search engines is same as other image files. As you know, search engines don’t recognize or crawl images. Whereas when you create it from a Word document or Adobe Pagemaker, the content remains text and hence remains crawlable for search engines.

Optimising for PDF documents is just the same as optimising the content for HTML or Word documents. Just make sure you follow these tips while creating the PDF.

• Ensure that the file name, title, headings (H1, H2) and body text are rich in keywords.
• Link the PDF document to the remaining pages of your website. This will not only increase internal linking but also enhance the user experience.
• PDF documents have the special feature of including meta data, which lets you edit the meta description, meta keywords and the page title.

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Social media can increase your online popularity and make your web presence felt, thus bringing in more and more visitors to your website. More importantly, it is a big source of incoming links for your business website, one of the best ways to increase your ranking in search engines. But don’t be under the impression that just by creating a profile and updating it with some random information you can grab those links.

Many prominent websites like Digg, Youtube, Flicker, Facebook and Twitter apply the “nofollow” attribute that prevent the search engines from leaving them through external links. So you don’t benefit much from adding your links there. Then what is the advantage of these sites? Well, the advantage is that they let you have an RSS feed of your content in them. Meaning, if the readers, especially bloggers, click your link and find the content worthy, they will follow you from their own website.

So how do you make people take the trouble of following you through your RSS feed? Well, social media requires a little more attention from you to get what you want. Here are a few tips for you to get people link to you through blogs and micro blogs:

• Don’t add just any content in the social media sites. Make sure that the readers would find it important. If you add something regarding the internal projects in your company nobody would be interested. Readers will follow if they find the content useful and interesting to them.
• Be cordial to other members in the community. This is your business profile and you cannot afford to sound rude or, worse, silly here.
• Be active in the account. Keep updating frequently, comment for others’ entries and reply punctually for the comments others posted.
• Constructive criticism is good. But keep away from criticizing someone harshly. If you have nothing positive to tell someone it is better to keep silent. Same way, be open to good criticism from others.
• Get to know the website well. Sometimes you might just stick to updating and commenting and nothing more. It is good to know all the aspects of a website.

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Google News is one of the prominent news website that is followed religiously by many individuals and organisations. To establish your presence in Google News you need to play a very different game. In other words the algorithm for Google News is quite different. Let’s see some of the factors that can affect the ranking in Google News:

• Freshness

When it comes to news, whether it is online or offline, freshness matters most. If you come across an event that happened some 2 weeks back you are not going to be very amused or thrilled, right? It’s the same principle that you follow for offline news. Nobody reads a newspaper that is a week old. Same way, if you post some news that is just not the latest or the most updated you can’t expect Google to rank it high.

• Relevance

Being relevant to what a user is looking for is what qualifies a news article to be listed by Google. Google is believed to classify news articles based on the topic. If your article is original and contains substantial information regarding the topic with the right keywords, it would naturally get a good listing.

• Treatment of recent developments

If you post an article about a hurricane that happened last week and another about an archaeological discovery you can rest assured that your article about the hurricane would get more clicks and therefore more ranking. This is because when it comes to news, users would prefer to hear more about something that involves more urgency and directness than something that wouldn’t affect them, however breathtaking that news is.

• Local reporting

The idea of local reporting strikes with Google News. If there is an event that happens in a particular place Google would prefer those in that region to report it with their own local version.

• Credible authority

The best thing about Google News is that you don’t have to have the label of BBC or CNN to report something. Google gives weight to the news source for each news and each category. Therefore, all you need to do is to become a trusted source for the category of news you report and your article will be ranked accordingly.

• Speed

Do you want Google to rank you high as well as other news sites to refer your site? Then be the first to report an event. It is of course not news for you that speed matters a lot in news reporting. This is one field where “early bird actually catches the worm”. Hence, report something as soon as it happens and before someone else reports it and get your position safe in Google.

• Originality

Remember that if you copy and paste the news from another site or even reproduce sentences from other news sites Google would recognise the similarity. Make sure that the content you provide is original and unique. Even if you provide the original source of the content Google would rank that original source higher than your content.

Reporting for Google news is almost like reporting for a newspaper or television channel. Not only from an SEO perspective but also from a journalistic perspective the factors mentioned above would help you in creating and submitting news that can bring you under the visibility span of Google News faster.

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• Comprehensive pre-analysis free of cost

We have a unique offer of providing a pre-analysis of your site absolutely free! Once you provide your website address, name, and email ID, we will study your website, its design, usability, and results. We provide you details on the strengths and weaknesses of the website from the perspective of the visitors. This gives you an idea of what more has to be done for the site to be more alluring and profitable.

• Efficient diagnosis

Upon your signing a contract with us we begin a 12 month long business relationship with you which you are never going to regret. We start with a thorough diagnosis of your website to study all its aspects. Here are the information we collect as a part of your diagnosis:

1. The current position of the website in the search engines and the current page rank it has.
2. The performance of your competitors in the market and the visitors their website gets per day.
3. The performance of the key phrases that your website currently focuses on and the potential keywords that can be effective.
4. Once we complete the detailed study of your site we send you a diagnostic report with all the details we found, the steps we plan to take to bring your website up in the search engine pages and our suggestions to bring more visitors as well as make them stay in your site.

• Effective search engine optimisation work

Here is the start of the real search engine optimisation of your website. The following are some of the steps that we take to optimise your website:

1. Meta data updates – Your keywords and phrases are added in prominent locations in the website like header tag, title tags, text titles and headings, alt tags etc.
2. Site map creation – We create a map of your entire website and apply for a Google site map submission.
3. Code clean up – We find and rectify the broken links, bad designs and irrelevant pages and URL in the site.
4. Content creation and submission – We create original and keyword-rich content for your website. We also create articles, blogs and press releases for your site and submit them in respective directories to ensure that your site remains the favourite of search engines as well as human visitors.
5. Directory submission – To ensure that your site gets more quality inbound links we submit your site URL to various directories.
6. Search engine submission – Every time you add a new page in your website we submit it in various search engines through site map XML feed.
7. Monthly reporting – During the 12 months that we work for you we ensure that you are kept informed of our work. For this we send you a work report every month that includes the details of our work as well as our suggestions to make the site more appealing.

The Web Clinic believes that maintaining a website in the front page is as important as bringing it there. Therefore, we keep working on your website even after it reaches the top positions in search engines. We believe in a mutually beneficial relationship and for us your success is synonymous with ours.

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The growth of internet marketing is now faster than the growth of traditional marketing. Lots of companies now give serious thoughts about search engine marketing due to its ability to bring good returns of investment. SEM has a fantastic potential for:

• Increasing sales
• Creating brand awareness
• Providing website visibility

Search engine marketing can be done in different ways. The most well-known and well-accepted techniques of SEM are search engine optimisation (SEO) and pay per click (PPC).

Search engine optimisation

As we all know, SEO is all about creating and enhancing your website in such a way that it is easily found by search engines and are brought to the front pages, facilitating quick and easy viewability for human visitors who are the potential customers. Here the marketing is virtually free as you pay no amount to the search engines for displaying your website, be it in the front pages or back. The catch here, as you would know, is the time it takes to reach the front and the constant efforts you need to put forth to retain the high position.

Pay per Click

Pay per Click or paid search brings your website under the viewability span of the search engines very fast. It is taken up as the primary option of SEM by more and more companies recently. Its advantage is that it catches attention very fast. By bidding for the keyword that you think your prospective customers would use to reach your site you come to the front pages of the chosen search engine and is easily and quickly noticed by readers. It is expensive but brings quick results.

If you think that just by bringing the website into the users’ and search engines’ notice your job is done, you cannot be more wrong. Because, search engine marketing is not only about increasing the traffic to your site but about increasing the right traffic. What you need is not readers of your site but buyers of your products. Which brings us to the end of this post and the most important point that should remain in your head: People pay not to see your website but to get a good product or service. Hence provide what they pay for and your website about it will automatically turn out effective.

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