One of the things I discovered is Google can ready PDF almost the same way it reads HTML. Companies that have a lot of product sheets, technical documentation, white papers etc should be made available online.
1) PDFs must be text based
2) Add a title to the document properties
3) Optimize the copy (the same way you would optimize HTML pages, i.e. at least 300 words per PDF and watch out for keyword stuffing)
4) Include backlinks in PDF
5) Ensure the file is no too big so that Search Engine can read it easily. If necessary break the PDF into various elements
6) Have one or two sentences describing what the PDF is abut on the very top of the document
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