How could I begin to research this to find out why we have less total links and a lower domain authority. Our DA has gone down two points and our total links dropped by a few thousand.  I'd like to find out why that happened but I'm just not sure where to start.  Thanks!

I was watching his session and it sounds like he is saying tag crab or tag cloud?  As someone who has never heard of either or anything close I would really like to know what he is talking about. Appreciate any help!

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.