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PDF: Accessibility and SEO




                                                            CSUN 2012
                                                     March 1st, 2012 – San Diego

2012. AccessibilitéWeb Toll Free: 1 (877) 315-5550      1
Intellectual property
                   These contents are completely under a Creative
                   Commons license.
                     • 2012. Some rights reserved
                     • Attribution – Noncommercial – Share Alike
                   http://creativecommons.org/licenses/by-nc-sa/2.5/ca/deed.en_CA




2012. AccessibilitéWeb Toll Free: 1 (877) 315-5550     2
Speaker
       Vincent François
                   General manager,
                   Coopérative AccessibilitéWeb, Montréal, Québec
                   9 years experience, Web accessibility
                   W3C invited expert, Evaluation and methodology Task
                   force (2011)
                   E-mail: vf@csaw.ca
                   Twitter: @vincent45nord




2012. AccessibilitéWeb Toll Free: 1 (877) 315-5550         3
Overview
       PDF: Accessibility and SEO
                   Google is often described as the Internet’s biggest
                   blind user.
                   Is this true when it comes to PDF?
                   AccessibilitéWeb shares research results on the
                   subject.




2012. AccessibilitéWeb Toll Free: 1 (877) 315-5550         4
Agenda
       Project Questions
       Testing Scenario, Tools, Categories, Data
       Categories Results
       Summary
       Questions




2012. AccessibilitéWeb Toll Free: 1 (877) 315-5550        5
Project Questions
       1. Do the accessibility guidelines help the PDF
          files being indexed by search engines?
       2. Can accessibility guidelines hurt indexing
          efforts?
       3. For PDF, is Google really the biggest blind
          user on the Internet?



2012. AccessibilitéWeb Toll Free: 1 (877) 315-5550   6
Testing Scenario
                   First tests conducted by AcceDE in France.
                   Complementary testing done by AccessibilitéWeb in
                   Québec.
                   Developed specific PDF test files (tagged, partially
                   tagged, untagged), to measure different test
                   categories.
                   No prior determination of the accessibility level of
                   tested PDF files.
                   No specific SEO strategy or optimization changes
                   brought to the PDF files.


2012. AccessibilitéWeb Toll Free: 1 (877) 315-5550   7
Testing Tools
                   PDF converted from OpenOffice Writer 3.3.0 and
                   final tagging with Acrobat Pro X.
                   Indexing with Google Web Master Tools.
                   Search with Google on specific domain name, with
                   specific file extension (.pdf).




2012. AccessibilitéWeb Toll Free: 1 (877) 315-5550       8
Testing Categories
           •       Titles
           •       Main content language
           •       Replacement text
           •       Semantic structure tagging
           •       Reading content order
           •       Metadata
           •       Language changes
           •       Color contrast
           •       Complex Table

2012. AccessibilitéWeb Toll Free: 1 (877) 315-5550   9
Testing Data
       Different files sets for each category, including:
           • Basic text : litteral English background text.
           • Target text: short technical English text meant to
             be found by Google, without significant common
             words within the basic text.
           • French quote: short French paragraph of text to be
             found by Google.



2012. AccessibilitéWeb Toll Free: 1 (877) 315-5550       10
Reporting Structure
                   OK : Indexed file and target text found.
                   NO : Indexed file and target text not found.
                   N/A : File not indexed.




2012. AccessibilitéWeb Toll Free: 1 (877) 315-5550   11
Titles
                   Does the metadata title impact Google?




2012. AccessibilitéWeb Toll Free: 1 (877) 315-5550            12
Titles
       Files set
                   1.      No tag, no title.
                   2.      No tag, title.
                   3.      Tagged file, no title
                   4.      Tagged file, title




2012. AccessibilitéWeb Toll Free: 1 (877) 315-5550            13
Titles
       Results
                   Title is used by Google and displayed in the results
                   page.




2012. AccessibilitéWeb Toll Free: 1 (877) 315-5550            14
Main content language
                   Is Google taking into consideration the specified
                   main content language?




2012. AccessibilitéWeb Toll Free: 1 (877) 315-5550   15
Main content language
       Files set
                   1. No tag, no language specified.
                   2. No tag, language = “French”.
                   3. No tag, language = “English”.




2012. AccessibilitéWeb Toll Free: 1 (877) 315-5550   16
Main content language
       Results
                   Google does not take into consideration the
                   specified language.




2012. AccessibilitéWeb Toll Free: 1 (877) 315-5550   17
Replacement text
                   Is Google reading the replacement text?




2012. AccessibilitéWeb Toll Free: 1 (877) 315-5550   18
Replacement text
       Files set
                   1. No tag, figure without replacement text.
                   2. Tagged file, figure with replacement text.




2012. AccessibilitéWeb Toll Free: 1 (877) 315-5550   19
Replacement text
       Results
                   Google does not read the replacement text.




2012. AccessibilitéWeb Toll Free: 1 (877) 315-5550   20
Semantic structure tagging
                   Is Google taking into consideration the semantic
                   structure in tags?




2012. AccessibilitéWeb Toll Free: 1 (877) 315-5550   21
Semantic structure tagging
       Files set
                   1. No tags.
                   2. Tagged file, with some <H1> and <H2>.




2012. AccessibilitéWeb Toll Free: 1 (877) 315-5550   22
Semantic structure tagging
       Results
                   Google does not take into consideration the
                   semantic structure in tags.




2012. AccessibilitéWeb Toll Free: 1 (877) 315-5550   23
Reading content order
                   Is Google taking into consideration the content
                   order reflow?




2012. AccessibilitéWeb Toll Free: 1 (877) 315-5550   24
Reading content order
       Files set
                   1. Target text: “ordrematusbalatum belli”.
                   2. Tagged file,
                      reading order = “ordrematusbalatum belli”, reflow
                      order = “ordrematusbalatum belli”.
                   3. Tagged file,
                      reading order = “balatum belli ordrematus”,
                      reflow order = “ordrematusbalatum belli”.
                   4. Tagged file,
                      reading order = “ordrematusbalatum belli”, reflow
                      order = “balatum belli ordrematus”.


2012. AccessibilitéWeb Toll Free: 1 (877) 315-5550   25
Reading content order
       Results
                   Google does take into consideration the content
                   order's reflow.




2012. AccessibilitéWeb Toll Free: 1 (877) 315-5550   26
Metadata
                   Are other metadata (Author, Summary, Update
                   date) taken into consideration by Google?
                     • These are mandatory metadata according to
                       SGQRI 008-02.




2012. AccessibilitéWeb Toll Free: 1 (877) 315-5550         27
Metadata
       Files set
                   1. Basic text with correct tags,
                      Author metadata = “Vincent François”.
                   2. Basic text with correct tags,
                      Summary metadata = Target text.
                   3. Basic text with correct tags,
                      no Author, no Summary.
       Test scenario
                   Searching Target text.
                   Searching modification date.

2012. AccessibilitéWeb Toll Free: 1 (877) 315-5550         28
Metadata
       Results
                   The other metadata have no impact on the search.




2012. AccessibilitéWeb Toll Free: 1 (877) 315-5550         29
Language changes
                   Does indicating the language changes help to find
                   content?




2012. AccessibilitéWeb Toll Free: 1 (877) 315-5550   30
Language changes
       Files set
                   1. Basic text including the French quote, no tag.
                   2. Basic text including the French quote,
                      French tagged only.
                   3. Basic text including the French quote,
                      basic and French tagged.
       Test scenario
                   Searching French quote.

2012. AccessibilitéWeb Toll Free: 1 (877) 315-5550   31
Language changes
       Results
                   In our test, indicating language change helps to
                   find the entire French quote.




2012. AccessibilitéWeb Toll Free: 1 (877) 315-5550   32
Colour contrast
                   Does the colour contrast have any impact on
                   indexing?




2012. AccessibilitéWeb Toll Free: 1 (877) 315-5550   33
Colour contrast
       Files set
                   1. Target text, black on white
                      along with unique word = “First”
                   2. Target text, pale grey on light grey
                      (#D4D1CD/#EBEBEB, contrast = 1.3:1)
                      along with unique word = “Second”
                   3. Target text, white on white
                      along with unique word = “Third”


2012. AccessibilitéWeb Toll Free: 1 (877) 315-5550   34
Colour contrast
       Test scenario
                   Searching Target text.




2012. AccessibilitéWeb Toll Free: 1 (877) 315-5550   35
Colour contrast
       Results
                   Color contrast have to impact.




2012. AccessibilitéWeb Toll Free: 1 (877) 315-5550   36
Complex Table
                   Does a well tagged complex table help finding the
                   data in it?
                     • Target text: explanations to choose a specific form,
                       depending upon birthplace and age




2012. AccessibilitéWeb Toll Free: 1 (877) 315-5550    37
Complex Table
       Files set
                   1. Target text in a complex table, without tag.
                   2. Target text in a complex table, with tag but
                      without explicit link between data cells and
                      headers.
                   3. Target text in plain text.
                   4. Target text in a complex table, with tag and
                      explicit link between data cells and headers.


2012. AccessibilitéWeb Toll Free: 1 (877) 315-5550    38
Complex Table
       Test scenario
                   Searching Target text.




2012. AccessibilitéWeb Toll Free: 1 (877) 315-5550    39
Complex Table
       Results
                   No impact at all.




2012. AccessibilitéWeb Toll Free: 1 (877) 315-5550    40
Summary
       1. Are the accessibility guidelines helping the
          PDF files being indexed by search engines?

                   Very little help.
                   Yes for titles, reading content order.
                   No for main content language, replacement text,
                   semantic structure tagging, metadata, language
                   changes, color contrast, complex table.


2012. AccessibilitéWeb Toll Free: 1 (877) 315-5550        41
Summary
       2. Can accessibility guidelines hurt indexing?
                   No.




2012. AccessibilitéWeb Toll Free: 1 (877) 315-5550        42
Summary
       3. For PDF, is Google really the biggest blind on
       the Internet?

                   Not really, but in order to maintain it's title,
                   Google should learn to benefit from the work
                   coming from the accessibility field.




2012. AccessibilitéWeb Toll Free: 1 (877) 315-5550        43
More information
                   PDF accessibles et référencement (AcceDE, French)
                   http://www.pdf-accessible.com/fr/pdf-et-accessibilite/accessibilite-pdf-et-
                   seo/

                   Raw files
                   http://accessibiliteweb.com/pdf-seo/pdf-seo-test-page.html

                   AccessibilitéWeb (French)
                   http://accessibiliteweb.com




2012. AccessibilitéWeb Toll Free: 1 (877) 315-5550           44
Questions?




2012. AccessibilitéWeb Toll Free: 1 (877) 315-5550          45
Thank you
         Vincent François                                 Email: vf@csaw.ca
         General Manager                                  Web: www.accessibiliteweb.com
                                                          Blog:
         Coopérative AccessibilitéWeb                     Twitter : @vincent45nord
         1751 Richardson street, suite 6111
         Montreal (Quebec), Canada H3K 1G6                Spkr8 - Comments, suggestions
         Toll Free: +1 (877) 315-5550                     http://spkr8.com/t/9363




2012. AccessibilitéWeb Toll Free: 1 (877) 315-5550           46

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PDF: Accessibility and SEO

  • 1. PDF: Accessibility and SEO CSUN 2012 March 1st, 2012 – San Diego 2012. AccessibilitéWeb Toll Free: 1 (877) 315-5550 1
  • 2. Intellectual property These contents are completely under a Creative Commons license. • 2012. Some rights reserved • Attribution – Noncommercial – Share Alike http://creativecommons.org/licenses/by-nc-sa/2.5/ca/deed.en_CA 2012. AccessibilitéWeb Toll Free: 1 (877) 315-5550 2
  • 3. Speaker Vincent François General manager, Coopérative AccessibilitéWeb, Montréal, Québec 9 years experience, Web accessibility W3C invited expert, Evaluation and methodology Task force (2011) E-mail: vf@csaw.ca Twitter: @vincent45nord 2012. AccessibilitéWeb Toll Free: 1 (877) 315-5550 3
  • 4. Overview PDF: Accessibility and SEO Google is often described as the Internet’s biggest blind user. Is this true when it comes to PDF? AccessibilitéWeb shares research results on the subject. 2012. AccessibilitéWeb Toll Free: 1 (877) 315-5550 4
  • 5. Agenda Project Questions Testing Scenario, Tools, Categories, Data Categories Results Summary Questions 2012. AccessibilitéWeb Toll Free: 1 (877) 315-5550 5
  • 6. Project Questions 1. Do the accessibility guidelines help the PDF files being indexed by search engines? 2. Can accessibility guidelines hurt indexing efforts? 3. For PDF, is Google really the biggest blind user on the Internet? 2012. AccessibilitéWeb Toll Free: 1 (877) 315-5550 6
  • 7. Testing Scenario First tests conducted by AcceDE in France. Complementary testing done by AccessibilitéWeb in Québec. Developed specific PDF test files (tagged, partially tagged, untagged), to measure different test categories. No prior determination of the accessibility level of tested PDF files. No specific SEO strategy or optimization changes brought to the PDF files. 2012. AccessibilitéWeb Toll Free: 1 (877) 315-5550 7
  • 8. Testing Tools PDF converted from OpenOffice Writer 3.3.0 and final tagging with Acrobat Pro X. Indexing with Google Web Master Tools. Search with Google on specific domain name, with specific file extension (.pdf). 2012. AccessibilitéWeb Toll Free: 1 (877) 315-5550 8
  • 9. Testing Categories • Titles • Main content language • Replacement text • Semantic structure tagging • Reading content order • Metadata • Language changes • Color contrast • Complex Table 2012. AccessibilitéWeb Toll Free: 1 (877) 315-5550 9
  • 10. Testing Data Different files sets for each category, including: • Basic text : litteral English background text. • Target text: short technical English text meant to be found by Google, without significant common words within the basic text. • French quote: short French paragraph of text to be found by Google. 2012. AccessibilitéWeb Toll Free: 1 (877) 315-5550 10
  • 11. Reporting Structure OK : Indexed file and target text found. NO : Indexed file and target text not found. N/A : File not indexed. 2012. AccessibilitéWeb Toll Free: 1 (877) 315-5550 11
  • 12. Titles Does the metadata title impact Google? 2012. AccessibilitéWeb Toll Free: 1 (877) 315-5550 12
  • 13. Titles Files set 1. No tag, no title. 2. No tag, title. 3. Tagged file, no title 4. Tagged file, title 2012. AccessibilitéWeb Toll Free: 1 (877) 315-5550 13
  • 14. Titles Results Title is used by Google and displayed in the results page. 2012. AccessibilitéWeb Toll Free: 1 (877) 315-5550 14
  • 15. Main content language Is Google taking into consideration the specified main content language? 2012. AccessibilitéWeb Toll Free: 1 (877) 315-5550 15
  • 16. Main content language Files set 1. No tag, no language specified. 2. No tag, language = “French”. 3. No tag, language = “English”. 2012. AccessibilitéWeb Toll Free: 1 (877) 315-5550 16
  • 17. Main content language Results Google does not take into consideration the specified language. 2012. AccessibilitéWeb Toll Free: 1 (877) 315-5550 17
  • 18. Replacement text Is Google reading the replacement text? 2012. AccessibilitéWeb Toll Free: 1 (877) 315-5550 18
  • 19. Replacement text Files set 1. No tag, figure without replacement text. 2. Tagged file, figure with replacement text. 2012. AccessibilitéWeb Toll Free: 1 (877) 315-5550 19
  • 20. Replacement text Results Google does not read the replacement text. 2012. AccessibilitéWeb Toll Free: 1 (877) 315-5550 20
  • 21. Semantic structure tagging Is Google taking into consideration the semantic structure in tags? 2012. AccessibilitéWeb Toll Free: 1 (877) 315-5550 21
  • 22. Semantic structure tagging Files set 1. No tags. 2. Tagged file, with some <H1> and <H2>. 2012. AccessibilitéWeb Toll Free: 1 (877) 315-5550 22
  • 23. Semantic structure tagging Results Google does not take into consideration the semantic structure in tags. 2012. AccessibilitéWeb Toll Free: 1 (877) 315-5550 23
  • 24. Reading content order Is Google taking into consideration the content order reflow? 2012. AccessibilitéWeb Toll Free: 1 (877) 315-5550 24
  • 25. Reading content order Files set 1. Target text: “ordrematusbalatum belli”. 2. Tagged file, reading order = “ordrematusbalatum belli”, reflow order = “ordrematusbalatum belli”. 3. Tagged file, reading order = “balatum belli ordrematus”, reflow order = “ordrematusbalatum belli”. 4. Tagged file, reading order = “ordrematusbalatum belli”, reflow order = “balatum belli ordrematus”. 2012. AccessibilitéWeb Toll Free: 1 (877) 315-5550 25
  • 26. Reading content order Results Google does take into consideration the content order's reflow. 2012. AccessibilitéWeb Toll Free: 1 (877) 315-5550 26
  • 27. Metadata Are other metadata (Author, Summary, Update date) taken into consideration by Google? • These are mandatory metadata according to SGQRI 008-02. 2012. AccessibilitéWeb Toll Free: 1 (877) 315-5550 27
  • 28. Metadata Files set 1. Basic text with correct tags, Author metadata = “Vincent François”. 2. Basic text with correct tags, Summary metadata = Target text. 3. Basic text with correct tags, no Author, no Summary. Test scenario Searching Target text. Searching modification date. 2012. AccessibilitéWeb Toll Free: 1 (877) 315-5550 28
  • 29. Metadata Results The other metadata have no impact on the search. 2012. AccessibilitéWeb Toll Free: 1 (877) 315-5550 29
  • 30. Language changes Does indicating the language changes help to find content? 2012. AccessibilitéWeb Toll Free: 1 (877) 315-5550 30
  • 31. Language changes Files set 1. Basic text including the French quote, no tag. 2. Basic text including the French quote, French tagged only. 3. Basic text including the French quote, basic and French tagged. Test scenario Searching French quote. 2012. AccessibilitéWeb Toll Free: 1 (877) 315-5550 31
  • 32. Language changes Results In our test, indicating language change helps to find the entire French quote. 2012. AccessibilitéWeb Toll Free: 1 (877) 315-5550 32
  • 33. Colour contrast Does the colour contrast have any impact on indexing? 2012. AccessibilitéWeb Toll Free: 1 (877) 315-5550 33
  • 34. Colour contrast Files set 1. Target text, black on white along with unique word = “First” 2. Target text, pale grey on light grey (#D4D1CD/#EBEBEB, contrast = 1.3:1) along with unique word = “Second” 3. Target text, white on white along with unique word = “Third” 2012. AccessibilitéWeb Toll Free: 1 (877) 315-5550 34
  • 35. Colour contrast Test scenario Searching Target text. 2012. AccessibilitéWeb Toll Free: 1 (877) 315-5550 35
  • 36. Colour contrast Results Color contrast have to impact. 2012. AccessibilitéWeb Toll Free: 1 (877) 315-5550 36
  • 37. Complex Table Does a well tagged complex table help finding the data in it? • Target text: explanations to choose a specific form, depending upon birthplace and age 2012. AccessibilitéWeb Toll Free: 1 (877) 315-5550 37
  • 38. Complex Table Files set 1. Target text in a complex table, without tag. 2. Target text in a complex table, with tag but without explicit link between data cells and headers. 3. Target text in plain text. 4. Target text in a complex table, with tag and explicit link between data cells and headers. 2012. AccessibilitéWeb Toll Free: 1 (877) 315-5550 38
  • 39. Complex Table Test scenario Searching Target text. 2012. AccessibilitéWeb Toll Free: 1 (877) 315-5550 39
  • 40. Complex Table Results No impact at all. 2012. AccessibilitéWeb Toll Free: 1 (877) 315-5550 40
  • 41. Summary 1. Are the accessibility guidelines helping the PDF files being indexed by search engines? Very little help. Yes for titles, reading content order. No for main content language, replacement text, semantic structure tagging, metadata, language changes, color contrast, complex table. 2012. AccessibilitéWeb Toll Free: 1 (877) 315-5550 41
  • 42. Summary 2. Can accessibility guidelines hurt indexing? No. 2012. AccessibilitéWeb Toll Free: 1 (877) 315-5550 42
  • 43. Summary 3. For PDF, is Google really the biggest blind on the Internet? Not really, but in order to maintain it's title, Google should learn to benefit from the work coming from the accessibility field. 2012. AccessibilitéWeb Toll Free: 1 (877) 315-5550 43
  • 44. More information PDF accessibles et référencement (AcceDE, French) http://www.pdf-accessible.com/fr/pdf-et-accessibilite/accessibilite-pdf-et- seo/ Raw files http://accessibiliteweb.com/pdf-seo/pdf-seo-test-page.html AccessibilitéWeb (French) http://accessibiliteweb.com 2012. AccessibilitéWeb Toll Free: 1 (877) 315-5550 44
  • 45. Questions? 2012. AccessibilitéWeb Toll Free: 1 (877) 315-5550 45
  • 46. Thank you Vincent François Email: vf@csaw.ca General Manager Web: www.accessibiliteweb.com Blog: Coopérative AccessibilitéWeb Twitter : @vincent45nord 1751 Richardson street, suite 6111 Montreal (Quebec), Canada H3K 1G6 Spkr8 - Comments, suggestions Toll Free: +1 (877) 315-5550 http://spkr8.com/t/9363 2012. AccessibilitéWeb Toll Free: 1 (877) 315-5550 46