When I first came across this subject, I was really in the dark as this was the first time I had heard of it. As it turns out, I have been exposed to this area of search engine optimisation (SEO), but under another alias, namely image- or video optimisation.
We all know the classic Heraclitus saying: “the only constant is change”. He was adamant that change was central to the universe as we know it. And today we, as search marketers, know that those words could have been cast in stone. In search marketing change happens on a daily basis. Usually there are gradual changes that are necessary for maintaining a competitive advantage over the chasing pack. Search engines periodically change their algorithms based on subtle changes in consumer trends and the introduction of evolving search channels such as social search. Along with change come opportunities, which can be market, consumer, or search engine driven. Digital asset optimisation (DAO) can make the most of these changes.
Digital assets are anything and everything representing you and your company in an online environment, and that are marketable. These could include images, sound, content, and/or social media profiles. These all need to be managed and optimised to extract maximum effect and hopefully increase business.
In today`s search world, retaining a competitive advantage through a singular focus on web page optimisation is just not enough anymore. The increase of media specific search engines and the popularity of content sharing websites, have given wind to a surplus of marketing opportunities. Consumer trends are leaning towards video, interactivity and content sharing, which in turn leads to altered expectations of search. SEOs all over are now challenged to live up to these expectations through effective asset optimisation.
The search engine results pages (SERPs) have evolved over the last few years. Search results now include images, videos, blogs, and news feeds. This is owing to consumers no longer just looking for text-based information or websites. Consumers prefer a variety of results so that they can make better informed choices. Search engines want more content so that they can ensure relevance.
If a digital asset can be queried, it can be optimised. Every website has digital assets which include web pages, images, and video. A decent DAO strategy ideally identifies content in all its forms, formats and intentions and applies various filters to qualify what is promotable. These promotable assets need to have keyword mapping applied in conjunction with a content promotion plan to help organise and properly document the DAO effort.
We all know that SEO is constantly changing. It is vital for any search marketing company to stay on par with these changes. Exploring newer and better channels of search, and properly grasping the consumer demand for better and richer content types, is an opportunity for search marketers to really show their mettle. The evolution of SEO continues. When will it stop?