Search 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.
The fundamental premise for good SEO or DAO or whatever you want to call optimizing content is that: If it can be searched on, it can be optimzed. “Searchability” implies a digital asset is crawled by a search engine bot or spider and subsequently available for sorting within search results when consumers perform queries. As such, each type of searchable content presents an opportunity for optimization and improved visibility where people are looking.