If being found online is your goal then you need to know.
You are probably by now aware – because Website and Internet Marketers like me and the guys at Search Internet Marketing will keep telling you – there is not much point having a website if it is not capable of being found by your target audience.
To get your website found effectively you need to be appearing at, or very near, the top of the search engines page returns (SERPs) and to help achieve that you need to make sure your website is fully search engine optimised at all times.
For most people – including some Internet marketing companies – their focus on Search Engine Optimisation would be on the words on the pages and the creation of in-bound links, and this is the still the logical place to start. However if you want to maximise your optimisation efforts you must pay attention to you digital assets as well.
What are these Digital Assets?
Digital Assets are typically, but not exclusively, non text based files. So this would include such things as videos, podcasts, maps, images, flash elements and we’d also include Google Shopping and RSS feeds and PDFs in this Digital Assets list too.
How do you Optimise Digital Assets?
Well I can’t go through every element or asset here but I have picked out three of the more popular ones to have a look at;
Video optimisation – with YouTube being the second biggest search engine at the moment and the boost that Google can give to websites using video this is a good one to start with.
If you have video embedded in your site, be sure that you enable a ‘text wrapper’ so that content of the video can be described following SEO best practise rules. Be sure to optimise video titles and descriptions, both on your site and on the video hosting sites.
If you are syndicating video content work hard to gain positive reviews and build a dedicated Google Video Sitemap to help your video assets be found.
Finally, don’t forget to get some links to point at your YouTube videos to give them a chance to gain positions in Google’s universal search results.
Podcasts optimisation – just like video, make sure that text is wrapped around your podcasts so that the search engines can index the content and understand the context of this digital asset. Summary paragraphs or short transcripts of the first couple of minutes can work well here.
Don’t overload a page with podcasts and assume that the search engines will index them for you. Instead, help the search engines to do their job by building a structured webpage for each asset so that it can be uniquely titled and properly tagged.
Optimising images – like video search, image search is becoming increasingly important in pulling in relevant traffic to websites. If you want a ‘gucci handbag in black leather’ an image search will give you plenty of pictures and websites to look at.
Make sure you name your image files with appropriate keywords, and wherever possible position optimised text close to the images on your page code. Ensure that you have also labelled the image using the alt text tag. Finally in Google Webmaster Tools give permission for Google’s Image Labeller to access your images.
The bottom line here is that so many websites are fighting to be found online and the competition is so fierce that you need to maximise every opportunity to get your site optimised and ranked as highly as possible. Paying attention to your digital assets might just give you that edge.
If you would like more advice on how to optimise your Digital Assets or you need assistance with Search Engine Optimisation or search marketing in general, please feel free to contact me firstname.lastname@example.org or call me on 01793 886294. I would be delighted to hear from you.