![]() It’s a basic lead generation technique, but it only works if the visitor completes the landing page form. The visitor completes a short form on a landing page to gain access to the PDF file. In many cases this offer is a piece of downloadable premium content, like a PDF file. Protect Your Lead Generation MachineĪs Inbound Marketers, you’re goal is to attract visitors to your website with quality relevant content and convert them into leads via an appealing offer. The easy solution is to make sure the search engines can’t find or read the PDFs. Now, when the search engine sees those same portions of content in the old blog posts, it will flag those posts (or the PDF file) as duplicate content. If the search engines robots can find that PDF, they will index all the text inside the ebook. Say you collect a number of related blog posts into an ebook PDF file and use that as a premium for lead generation. Google and other search engines penalize websites that use the same content in different places on the same website. The duplicate content penalty is quite simple, so let’s get it out of the way now. In my opinion, the two biggest reasons why Inbound Marketers should consider hiding their PDF content form search engines are the duplicate content penalty and loss of leads. Content from other sources that you are redistributing (with permission, of course), like articles, whitepapers, ebooks, etc.Marketing collateral intended for downloading, printing, or redistribution, including brochures, data sheets, spec sheets, etc.Content intended for printing, like worksheets, maps, how-to lists, mind maps, etc.Your own premium content, like ebooks, tip sheets or whitepapers for lead generation purposes.Here are some examples of PDF content you might offer on your website: But my suggestions are also applicable for most business websites. ![]() For this blog post I’m going to focus on using PDFs in an inbound marketing website. I made a few suggestions in the LinkedIn discussion about hiding PDFs from search engines, but I realized that this topic required a much longer treatment to be useful. (Note: This group is a closed group, so you won’t be able to view the discussion if you’re not a member, sorry.) This blog post is the result of a recent discussion started on the LinkedIn HubSpot Partners Group about PDF files and duplicate blog content penalties.
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