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As competitive as the online world becomes, it also is crucial that a website is noticed online.As repetitive as this might be, Search Engine Optimization ensures that your web content appears when a user is searching for it. It is essential that search engines can read the content from a website therefore optimizing PDF files as well as normal HTML/ XHTML web content would be an excellent step to take.Search Engines rate websites based on their relevancy to content and keywords, but also on many quality links the sites has - outgoing and incoming.