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Do you have a leaky lead generation funnel?

14 August 2018
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Are you leaking your gated content in organic search?

Personally, I’m not a fan of finding portable document format (PDF) documents in the search results.

There are multiple reasons why PDFs are not ideal for an organic searcher to land on:

  • Most PDFs do not have navigation, so users are forced to read through to find what they want.
  • More often than not, webmasters don’t link to their website from the PDF.
  • If there are no links in a PDF, so the opportunity for a call to action is lost.
  • PDFs can’t house analytics tracking code.
  • PDFs aren’t as malleable as web pages. You can’t add many fancy enhancements to a PDF.
  • PDFs generally do not contain lead generation forms.

I could go on forever about my dislike of PDFs, because I believe they are a problem for marketers. While they are easy and fast to generate, they can be problematic when it comes to SEO, tracking and conversion.

Do you have a leaky lead generation funnel?
If you’re using PDFs on your site for any type of lead generation and you are gating that content (requiring registration via a landing page), you need to find out if the PDF has been indexed and is available in the organic search engine results pages (SERPs).

If the PDFs can be found in the SERPs, potential leads are bypassing your sign-up form, since they can find the content directly. A simple way to test for this is to use the site and filetype search operators together. For example, for my own website, I would perform this search:

A recent search for a client’s white papers found they have 633 white papers produced as PDFs in Google’s index. Yikes!

How do you know it’s a problem?
Because lead generation filetypes like PDFs are not trackable in Google Analytics, you may be wondering, “Are these exposed PDF resources really that big a problem?” Using Google Search Console (GSC), you can get some idea of just how impactful these PDFs might be.

Using the Search Analytics report in GSC, set the data type to “Pages” and filter to show those with .pdf in the filename.

Over the last 90 days, the client with 633 white paper PDFs had over 12,075 clicks from Google organic search to the PDF pages.

Read more: Do you have a leaky lead generation funnel?

 



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