Lee Odden

SEO 2.0 – Digital Asset Optimization

Lee Odden     Online Marketing

Digital Asset Optimization: The future for keyword optimization of content and media for search.

At the past two conferences I’ve spoken at, Search Insider Summit and Media Relations Summit, one of the popular topics that has been floating around the after session meet-ups and dinner conversations concerns the changing nature of search optimization. Some speculate SEO is on the way out. Others say social media is the new SEO.

Whatever the speculation, companies need to figure out how to best adjust their search marketing strategies to maintain a competitive advantage. One way to do that is to focus the right proportion of effort on standard text optimization as well as the optimization and promotion of all other digital assets.

Both Google’s Universal Search and the new Ask3D interface that show users more information from more sources (news, images, products, video, etc) in the first page of results illustrates the need to consider more media types than standard text documents. There are already quite a few opinions on what effect such a combination of data sources presented within first page search results will have on the future of SEO. Google offers some advice here.

Universal search and personalized search means the kinds of search results SEO consultants have become accustomed to and optimizing for are either on the way out or on the decline. The task of optimizing any electronic files that can be crawled, indexed, categorized and sorted is where the opportunity lies. This is more than just optimizing social media, it’s a more holistic perspective on helping content become easier to find via search than simply relying on text documents. Most organizations produce an array of different content types and search engines are doing their best to index that content so they can run ads next to it.

Optimizing holistically starts with an inventory of a company’s digital assets. Text, images, audio and video are all considered along with the incorporation of keyword messaging across company communications. Matching digital assets with channels of distribution provides marketers with even more opportunity to reach customers since each channel can drive traffic independently as well as improve standard search visibility.

This all sounds fine a good but the reality is that it can be very difficult and complex to implement with a mid to large sized organization. Substantial changes may be necessary with content creation, approval and publishing processes along with the need for ongoing education. However, the upside is that a substantial increase in media types indexed and linking to a company web site will provide the kind of advantage standard SEO no longer offers.

As long as there are search engines, there will be some kind of optimization for improving search engine visibility. What companies need to consider are all the digital assets they have to work with to give both search engines and customers the information they’re looking for in the formats they’ll respond to.

PoorSo SoOKGoodAwesome (8 votes, average: 4.00 out of 5)

Lee Odden About Lee Odden

@LeeOdden is the CEO of TopRank Marketing and editor of Online Marketing Blog. Cited for his expertise by The Economist, Forbes and the Wall Street Journal, he's the author of the book Optimize and presents internationally on B2B marketing topics including content, search, social media and influencer marketing. When not at conferences, consulting, or working with his talented team, he's likely running, traveling or cooking up something new.


  1. Avatar Suchmaschinenoptimierung says

    Can somebody tell me where i can get a „realtime“ backlink check for free for the SEO Results?
    I have the problem that every backlink checker in the Search Engines gives a different result – sometimes more than 500 + or -.
    Do you also know which is the best backlinck checker in web for an SEO beginner?
    Thank you for your answer and greetings.

  2. Avatar Chimpy789 says

    This will be especially true if and when Google decides to implement an SERP comparable to the organization and depth that the new ASK3D has.

  3. Suchmaschinenoptimierung, you can find some great tools for seo here: http://tools.seobook.com/

  4. Wow… 2001 revisited. Ain’t SEO wonderful? The more Google changes, the more SEO remains the same.

  5. You know how it goes John, marketing tactics just keep recycling themselves.

    The difference now is that web site owners are nearly forced to participate in a broader online marketing mix rather than chasing loopholes in text based search.

  6. It amazes me that this story is already over a year old and most professional SEO’s still haven’t picked up on this. Being able to efficiently optimize a client’s multimedia assets will soon be standard and commonplace. Too many educational pdf’s, podcasts, powerpoint presentations and documents floating around in limbo not being able to be found by most web searchers. Digital Asset Optimization is here and should be recognized as a discipline of SEO.


  1. Leverage Web 2.0 » Blog Archive » Digital Asset Optimization says:

    […] I came across this article today from the Online Marketing Blog, SEO 2.0, Digital Asset Optimization. I haven’t seen much or anything on this term yet, so it caught my attention. It points to the fact that search engines are now finding ways to search content in the various kinds of documents and ways/places that we post material online — video, photo, social media, etc. […]

  2. This Week In SEO - 6/15/07 - TheVanBlog says:

    […] SEO 2.0 – Digital Asset Optimization […]

  3. […] Google Universal Search will change the SEO market landscape, and SEO activities has to be spread to variety of digital assets, as it is said by Lee Odden on Online Marketing Blog. I recommend to read the very detailed article about implications of Google Universal Search from Danny Sullivan. […]

  4. […] 3. Lee Odden (TopRank Blog): Holistic approach, “Digital Asset Optimization” http://toprankblog.wpengine.com/2007/06/digital-asset-optimization/ Lee Odden claims that in the future only a holistic approach that encompasses all digital media and the ability to make it crawlable and thus findable will allow to be noticed in a personalized search world. He calls his approach therefor “Digital Asset Optimization” as the value of text alone andconventional SEO wisdom will diminish. […]

  5. […] This is huge challenge for marketers because the search cheese has moved in ways never really experienced in the past. Google is the gigantic game-changer again. If you’re lucky enough you have digital assets in an area like video, recurrent content, graphics, blogs, news, and other worthy universal spider bait…great. He noted that many companies are naturally rich in certain digital assets.  […]

  6. […] So companies must ask themselves, “Are you leveraging all of your digital assets to be effectively indexed in across all of Google’s search properties?” Here are six opportunities that website owners need to review and evaluate, and examples of how this information can get seen in traditional search engine results (note that there are 14 different vertical search strategies, but these 6 are most important to our current clients). […]

  7. […] late 2007, Top Rank Blog also wrote a post on Digital Asset Optimization, which argues that it’s not that SEO will go away, but how we’ve been accustomed to […]

  8. […] Odden talked about the increasing atomization of the internet in his post about digital asset optimization and I touched on this in my post The Death of the Homepage. In my opinion, search engine […]

  9. […] first step is to take inventory of the digital assets you have to work with. For PR organizations, that means developing keyword glossaries relevant to […]

  10. […] the top SEO’s now are getting heavily involved with social media, reputation management, and digital asset optimization. On-page factors and link building may become less important in the future, but that doesn’t […]

  11. […] 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 […]

  12. Quo Vadis: SEO Has 5 Futures | SEOptimise says:

    […] 2.0 SEO 2.0 has almost gone main stream when Lee Odden coined it’s most popular definition of “digital asset optimization” in 2007. Others have come up with numerous other definitions. Then the talk of the town kind of […]

  13. […] 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? […]