Embedding a PDF in a page is the option most site builders offer and the one that works worst on a phone.
The three options
| Approach | Mobile | SEO | Best for |
|---|---|---|---|
| Plain link | Excellent | PDF indexed separately | Almost everything |
| Embedded iframe | Poor | PDF indexed separately | Desktop-first internal tools |
| Converted to HTML | Excellent | Indexed as your page | Content that matters for search |
| Page images inline | Fine | Images, no text | A single-page poster |
That third row is the one people overlook. Google does index PDFs, but it indexes them as separate documents — so the traffic lands on a file rather than your page, with no navigation, no related links and no way to convert a reader into anything.
Linking properly
A link is the default answer and there are three small things that make it much better.
- Say it is a PDF and how big. "Annual report (PDF, 2.4 MB)" respects someone on mobile data. This is also a WCAG recommendation, not just courtesy.
- Do not force a new tab without saying so. Most browsers already handle PDFs in their own viewer, and hijacking the choice is worse than leaving it.
- Use a descriptive filename.
annual-report-2026.pdfis what appears in the download folder and in search results;doc_final_v3.pdfis not.
A "PDF icon" beside the link is a nice touch and should never be the only signal — an icon alone is invisible to a screen reader unless it carries alt text, and the file type belongs in the link text where everyone gets it.
Embedding, and why it disappoints
Embedding puts the document inside your page with an <iframe>, <object> or <embed> tag. It looks good in a desktop mockup.
On mobile it frequently does not work. iOS Safari has historically rendered only the first page inside an iframe, Android browsers vary, and several show a blank box or a download prompt instead. Since around half of traffic is mobile, an embed is a feature that fails for half your visitors.
If you must embed, always provide a visible fallback link inside the container — the content between the tags shows when the embed fails, and that is the difference between a degraded experience and a blank rectangle.
Site builders
The mechanics differ slightly and the advice does not.
WordPress. Upload to the media library, then link to it. A block plugin can embed, with the mobile caveats above. For a download button, a plain styled link is better than a plugin — it adds no JavaScript and cannot break on update.
Wix. Upload as a document, then use a button or text link. Wix's document viewer element embeds and has the usual mobile behaviour.
Squarespace. Upload the file through the link editor, which stores it and produces a link. There is no native embed, which is arguably a feature.
In all three, the platform hosts the file and gives you a URL. What you do with that URL is the actual decision, and the answer is nearly always a plain link.
When the content matters for search
If the PDF contains information people search for, publishing it only as a PDF costs you.
Google will index it, but the result sends visitors to a file. There is no navigation, no internal linking, no call to action, and the page authority accrues to a document rather than your site. Bounce is high because a PDF on a phone is an unpleasant place to land.
Publishing the content as a real web page and offering the PDF as a download alongside gets you both — an indexable page you control and a document for people who want one. If the PDF is a scan you no longer have the source for, run Image to Text to recover the text, which is faster than retyping.
Weight
A PDF on a page is a download, and its size is a real cost to a visitor on a phone.
A 20 MB report is close to unusable on mobile data. Compress before publishing: at 150 DPI a scanned document typically loses 60–80% with nothing visible gone.
For long documents, consider splitting. Nobody wants a 200-page manual to read one section, and Split PDF makes chapter-level downloads that are faster to fetch and more likely to be read.
Frequently asked questions
Should I embed a PDF or link to it?
Link, in almost every case. It is faster, works everywhere, and lets the browser use its own viewer. Embeds look good on desktop and fail on mobile — iOS Safari often shows only the first page, and other browsers show a blank box.
Why does my embedded PDF not show on phones?
Because mobile browsers handle inline PDFs inconsistently. Several refuse to render one inside an iframe at all. Always put a visible fallback link between the embed tags — that content shows when the embed fails.
Does Google index PDFs?
Yes, but as separate documents. Traffic lands on a file with no navigation, no internal links and no call to action. If the content matters for search, publish it as a web page and offer the PDF as a download alongside.
Should I say the link is a PDF?
Yes, with the file size — "Annual report (PDF, 2.4 MB)". It respects someone on mobile data and it is a WCAG recommendation. An icon alone is not enough, since it is invisible to a screen reader without alt text.
How do I add a PDF download button in WordPress?
Upload to the media library and link to the URL, styled as a button with CSS. A plugin can do it but adds JavaScript that can break on update, and a plain styled link cannot.
How big should a PDF on a website be?
As small as it can be while remaining readable. A 20 MB report is close to unusable on mobile data. Compress at 150 DPI — usually 60-80% off a scan — and split long documents so people can fetch just the section they need.