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Getting your reports and website to the top of search
engines
Susan Andersone-Cocreate Solutions
July 2007
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What you need to know about search engines
Top ranking a mix of art, science, best practices Needs ongoing commitment Search algorithms are “smart” Rankings increase when PDF docs and web pages
have metadata Search engines spider or crawl like people prefer to
read on the web: bullets, hyperlinks, subtitles, short paras, most important info up front
If you’ve written well for the web, you’ve written well for search engines
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The Secret
3 Steps to getting PDF reports to the top of search engines
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3 Steps to Get Your Reports to the Top of Search Engines
1. Title your report to be found by googling
2. Include metadata in the the PDF 3. Include metadata in the report’s
webpage
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Step 1: Title your report to be found
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Step 2: Include metadata in your PDF report properties
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Step 3: Include metadata in your report’s webpage
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Case Study
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Naming your report
No “plain language” report title and no metadata
= No ranking
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Title is essential
Title added to PDF properties
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Adding title to PDF metadata
gives a 4th page ranking
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Webpage title added, gives a 2nd page ranking
After adding new web page title:
“Wait Times Report 2006”
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What if?
The report was titled to be found and metadata was added to both the PDF and webpage?
Is your organization doing this? Doing it well? Doing it consistently?
Are your reports going to be found?
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4 Steps to getting your information to the top of
search engines
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The 4 secrets to getting information to the top of search engines
1. Write content that is optimized for reading on the web
2. Add key words and key word phrases 3. Include key phrase hyperlinks within your
web pages pointing to other important info within your site
4. Get external links from reputable sources linking to your information
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Step 2. Add key words and key word phrases
Frequency of keywords and phrases 3-4 times per page
Use questions for subheadings “What are Canadian
hospital wait times?” “What percentage of
body fat is acceptable?”
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Step 3: Use Key Phrase Hyperlinks
Important pages on a site have the most internal links
Pages linking to external sites can be penalized when the external site is not linking back
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Step 4: Get external links
Suggestions to get external links pointing to your information: Send an invitation to partners, suppliers or
relevant industry associations with your link and download path
Request reciprocal links
