PDF or HTML Page?

[Sika22]

One of our sales team members has created a 25 page word document as a topical page.  The plan was to make this into an html page with a table of contents.  My thoughts were why not make it a pdf?  Is there any con to using a PDF vs an html page?  If the PDF was properly optimized would it perform just as well?  The goal is to have folks click back to our products and hopefully by after reading about how they work.

[LesleyPaone]

This is what I came say. Have the html document, then the link to the pdf download. That way the html document can rank and also the PDF can too. I think some people over look the fact that the page a pdf is downloaded from can rank AS WELL as the pdf itself.

[Atlanta-SMO]

Create the page(s) in HTML and offer a downloadable PDF format.  Win/Win

[anthonydnelson]

As Kevin said, HTML is a better format for the web.

Perhaps you can offer this as a downloadable PDF on a lead generation page? You can certainly use this asset in more than one way.

[KevinBudzynski]

Pdf's are great--but html is better. For a few reasons: Usability (html pages look better in a browser), lack of navigation (however, we can have hyperlinks in pdf's), PDF Download/View is an extra step (ways around this, but for the most part) and etc.

Matt Cutts sums it up pretty well during an interview w/Eric Enge (from 2010):

"We absolutely do process PDF files. I am not going to talk about whether links in PDF files pass PageRank. But, a good way to think about PDFs is that they are kind of like Flash in that they aren't a file format that's inherent and native to the web, but they can be very useful. In the same way that we try to find useful content within a Flash file, we try to find the useful content within a PDF file. At the same time, users don't always like being sent to a PDF. If you can make your content in a Web-Native format, such as pure HTML, that's often a little more useful to users than just a pure PDF file."

**"**People can certainly use that if they want to, but typically I think of PDF files as the last thing that people encounter, and users find it to be a little more work to open them. People need to be mindful of how that can affect the user experience."

Certainly, you can have both and there are many best-practices you need to implement before doing this.