If an asset can be searched on, it can be optimized. Identifying all the promotable, digital assets available to a web site gives companies that are not content-rich the additional resources needed to be competitive in today’s search environment.
Each web site has digital assets including web pages, images and increasingly video, podcasts, blogs and RSS feeds. A digital asset optimization strategy identifies content in all its forms, formats and intentions and applies filters to qualify what is most promotable. Keyword mapping to each promotable asset (both on and offsite) along with a content promotion plan helps organize and keep accountable the digital asset optimization effort. Web sites that do produce substantial varieties and quantities of content types gain even more advantage when leveraging digital assets.
For example, if you take a displayed graphic image of a Coke logo, the keywords could be Coke, soft drink, cola drink, beverage, and Coke logo. For a video, there should be a summary blurb near the icon that tells the viewer and engines what the video is about.
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