if the file size is too big (due, for example, for having several images) you can change the file compression from ZIP or LZW (as default) to JPG inside the Publish to PDF / settimgs under the "objects" tab. If you use less compression, you didn't experience big damage of the image, but if you use too much file compression it will affect the quality of the image. Since it's for web and not for print, the JPG file compression will not a problem. Also, you don't need to use "300 dpi" output for web, 150 dpi will be enough
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