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Pubcon: SEO Tools For Your Business

By Navneet Kaushal

This session mainly focused on various optimization tools like Feeds, PDFs, and SEO Blog which, finally go on to improve a site ranking.


• Joe Laratro


• George Aspland, Founder & President, eVision, LLC

• Greg Jarboe, President and co-founder, SEO-PR

• Stephan Spencer, Founder & President, Netconcepts

• Rick Klau, Strategic Partner Development, Google

Mr. George Aspland initiated the session by talking on various optimization techniques for PDFs in search engines. He suggested that to increase site’s ranking and maximum click-throughs for pdfs, one needs to create active links within a pdf document. This method helps readers, going through the document, to visit your website and contact you online. The process also helps search engines to track-down your content and use them for further internal inking.

One needs to use a formatable text since, search engines like google can’t read text from images. The content of a pdf document needs to be optimized as per the SEO best practices. Headline of the pdf document should be given special attention, as search engines create a list from the entire pdf document that are in bold. In the session, it was also suggested to rebuild old pdfs and update document titles. In case your document doesn’t have a title, then google tries to extract text from the pdf and create the list. This method however isn’t that helpful, as it won’t attract user to click-through. At present, there are many applications available which help in creating titles for pdf documents. For instance, MS Word 2003 generally adds “Microsoft Word” to all untitled documents. This title then acts as a headline during the organic Google listing.

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To improve click-through for your site which consists of pdf document, all their links need to be indexed and active hyperlinks should be added. To create active hyperlinks all you need to do is click on the Advanced option in the Acrobat document and then select Link option to Create Link. This procedure will convert any text or image into an active link. This technique helps search engines locate your site and think of ways to get other websites to link you.

The second speaker of the session was Greg Jarboe, who discussed various tips, tools, and techniques on non-traditional optimization, which can be applied for both indexing and ranking purposes. We all are aware of the fact that, GoogleNews often removes a month old content, at times, even corporate news gets dispersed as a Word Doc. In the session, he explained various ways for optimizing a Word Doc. Older the ranking of a website, the lesser would be its relevance. To avoid such situation try SEOSamba, which helps optimize website and create RSS feeds. This procedure would definitely help improve site’s ranking.

Social networking sites like YouTube examine dozens of aspects, which also include hits and rating. Even YouTube videos counts is comparable to Yahoo! search count, they also shed light on the popularity of video search and YouTube. When we talk of Google’s Universal search, it generally means the presence of blog posts, videos and other channels in the SERPs. The entire search process takes around 30% of the organic search results. Therefore, it becomes necessary to optimize even for that percentage.

Stephan Spencer was the next speaker in the session. He mainly talked about his daughter’s [famous] Neopets site. He also discussed some of the common SEO mistakes that bloggers make:

Continue reading this article.

About the Author:
Nav is the founder and CEO of Page Traffic, a premier search engine company known for its assured SEO service, web design and development, copywriting and full time SEO professionals. Navneet has wide experience in natural search engine optimization, internet marketing and PPC campaigns. He is a prolific writer and his articles can be found in the "Best Articles" section of many websites and article banks. As a search engine analyst , he has over 9 years of experience and his knowledge is in application here

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