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Lee Odden

10 Steps to Optimize Your Content Marketing Strategy

Lee Odden on Mar 24th, 2010     Content Marketing, Digital Asset Optimization, Online Marketing, SEO

SES New York kicked off with an excellent keynote presentation by David Meerman Scott (interview) followed by a panel on Digital Asset Optimization including Mark Knowles, Chris Boggs and myself. Richard Zwicky moderated.

The rising importance of optimizing one’s digital assets came out of Google and other search engines’ decision to start including information and file types from other sources than their main search index. Some queries trigger search results that go beyond web pages, MS Office docs and PDF files to include sources such as images, blog posts, news, video thumbnails, books and shopping.

While many SEOs were responding to the changed landscape of the Search Engine Results Page (SERP) and optimizing for other file types, many others were already optimizing holistically under the premise of, “What can be searched on can be optimized“.

Lee Odden

5 Ways to Show Digital Assets a Little Respect

Lee Odden on Feb 5th, 2010     Digital Asset Optimization, Online Marketing, SEO, SEO Tips, SEO Tools

Don’t ignore digital assets in your optimization efforts

Don’t fight it: Blended search results, and hence digital asset optimization, are here (at least for now).

Text content may be your SEO poster child, but with images, video and audio content often appearing in standard search results, digital assets can no longer be treated as the ugly stepsister in the online marketing family. Many companies produce a variety of content and media that never make it to the public web.

To this point, the majority of marketers have either overlooked or ignored optimization of non-text digital assets. In fact, a recent Forrester study found:

  • Less than 20% of marketers insert keywords into the filenames of videos on their sites
  • Even fewer marketers write keyword-rich captions or create online video libraries
Lee Odden

What is Digital Asset Optimization?

Lee Odden on Jul 29th, 2009     Digital Asset Optimization, Online Marketing, SEO

digital asset optimizationIt’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.

Lee Odden

18 Questions to Assess Readiness of Content SEO

Lee Odden on Jul 8th, 2009     Content Marketing, SEO, SEO Tips

digital asset optimizationA big part of helping companies with Search Engine Optimization and content based marketing efforts is to assess the assets available. Digital Asset Optimization (DAO) involving multiple media, file types and distribution/search channels isn’t going to be efficient or effective unless there’s a firm grasp of a company’s available media and content production processes.

When TopRank works with prospective companies that want to take advantage of search and content based marketing, we go through a discovery process with them.

Here are a few of the questions companies should ask themselves to determine readiness for optimizing digital assets:

Resources:

  • Is there a person or committee that “owns” the search marketing or social media marketing initiative?
  • What departments, business units, cost centers and approval entities will be involved with the SEO program?  Social Media?
Lee Odden

New Perspectives on Digital Asset Optimization for 2009

Lee Odden on Dec 9th, 2008     Digital Asset Optimization, Online Marketing, SEO

daoSearch engine optimization can be challenging enough, especially for large, enterprise organizations rich with digital assets.  They’re also rich with policies, procedures and often times a labrynth of  content approval and publishing processes.

An effort to optimize and promote those assets to search engine bots can be even more challenging than standard SEO. And yet it can also be far more rewarding. The notion of Digital Asset Optimization came out of TopRank’s efforts in early in 2007 to describe for internet marketing clients what new opportunities there were to enable prospects and customers to pull themselves via search to company content.

Lee Odden

DPAC II: Digital Asset Optimization for Publishers

Lee Odden on Oct 29th, 2008     Digital Asset Optimization, Marketing PR Conferences, Online Marketing, Other Events, SEO

Thank you to Jonathan Dingman, who writes the Google News, Inside blog, for attending the DPAC II conference in New York this week and blogging the session, “SEO: Is Finding Your Inner DAO the Answer?” which included: Ron Belanger, Vice President, Agency Development at Yahoo!, Anne Kennedy, Managing Partner at Beyond Ink, Jolina Pettice, Senior Account Manager at TopRank Online Marketing and Noah Elkin, Vice President of Corporate Strategy at Steak as moderator.

Digital Asset Optimization (DAO) is something that any publisher, of any kind, ought to be doing on a regular basis. Alright, so if you should be doing it, what exactly is DAO?

DAO is, essentially, optimizing what you own as an asset, digitally. It’s pretty straight forward. Whether it’s a video, an image, presentation, or a podcast, as a few examples, those are your digital assets. A video is an asset which should be optimized for maximum exposure.

Lee Odden

Extending SEO with Digital Asset Optimization

Lee Odden on Jun 3rd, 2008     SEO

Digital Asset Optimization

The search marketing industry is rich with acronyms: SEO, SEM, PPC, ROI, SERPs (even LMAO) as well as buzz phrases such as “search engine optimization” and “social media optimization”. Do we really need another?

One of the few things to be counted on in search marketing is that there will be change. That change comes in many forms including search engine algorithm changes (albeit more gradual than large, single events), changes in consumer search behavior and the introduction of evolving search channels such as social search and the semantic web.

With these changes come opportunities whether they are consumer, search engine or marketing driven. “Digital Asset Optimization“ refers to the practice of taking inventory of a company’s marketable, digital assets and implementing a process for keyword optimization and promotion to relevant channels.

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