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07.30.09
Optimizing Your Digital Assets Within Your Website
 By
Lee Odden
It's likely you've heard plenty about search engine optimization but what about "Digital Asset Optimization"? Many companies that have applied basic SEO principles to standard web site content see substantial benefits. Adding new content and attracting links help maintain search marketing performance but is that all you can do to be competitive with SEO? No.
A natural progression of SEO is a holistic approach that considers all of a company's searchable assets that can be keyword optimized and promoted online. Standard optimization of content in the form of web page SEO is a starting point that can be extended to various media types that are increasingly prominent in both standard search as well as media specific search such as images, video (see below for 5 video DAO tips) and audio. Digital Asset Optimization (DAO) can be applied to various document/file formats such as RSS, MS Office, Flash, PDF, etc as well.
In the screenshot above from Google on the search query, "social media", you can see images, video and news results are incorporated into standard search results. All are opportunities for optimization.
Search Engine Optimization is challenging enough for organizations rich with digital assets. An effort to optimize and promote those assets to bots can be both challenging and rewarding. Digital Asset Optimization is how we describe for clients what new opportunities there are to enable their customers to pull themselves via search to client content.
Companies that are not rich in digital assets can leverage the variety of assets offline and online that they DO have for improved search marketing benefit. A common example is the repurposing of offline content and digital media for online marketing purposes.
For example, tradeshow or training videos used offline could be remixed & edited to provide online content in the form of online video, images and text. Each media type can be optimized for standard search such as Google or Bing, as well as promoted on distinct media sites such as YouTube and Flickr.
Continue reading this article.
About the Author:
Lee Odden is CEO of TopRank Online Marketing, a digital marketing and public relations firm in Minnesota that specializes in search, social and online PR consulting and training for companies worldwide. Odden has been cited for his internet marketing expertise over the past 10 years by the Economist, Forbes and U.S. News and contributed a chapter to the book, "Online Marketing Heroes" published by Wiley. For the past 5 years he has also been the editor of TopRank's Online Marketing Blog, a Technorati 100 favorite blog and one of the top marketing blogs according to Advertising Age.
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