I caught a great article for search marketers the other day titled The Search Visibility Plan, Not Your Average SEO Campaign, by Will Fleiss. The article builds a case for digital asset management solutions to help search marketers leverage rich media content for blended search. No marketer can ignore the power that search has in our daily lives. Furthermore, no marketer can ignore the growing adoption and hunger for images and videos by online content consumers. Fleiss maintains that having searchable content in different mediums distributed to your customer’s virtual hangouts and resources will become more important.
Digital asset optimization is the term for leveraging rich media and its associated metadata for blended search. The article gets into defining and constructing a Search Visibility Plan, which is the umbrella strategy for all online efforts from the standpoint of search. For any piece of content that is found in search, you benefit from the visibility. Fleiss explains that DAM should be considered a sizable chunk of your Search Visibility Plan because it allows the distribution of content to run smoothly. More specifically, when digital assets are well organized and easy to find, they can be distributed and used more effectively in online channels. What’s more, a DAM system helps marketers ensure that the digital assets are used by only those who have permission and are used within the rights and release dates set for those assets.
DAM serves as a necessity for brand management and control for an organization’s brand assets. Digital asset embed links are one way Widen is making it easy for marketers to leverage rich media in online mediums while at the same time making it easy to control rights and release / expiration dates. Fleiss’ article ends with guidelines on creating a Search Visibility Plan, which includes these main topics:
- Keyword Strategy
- Search Engine Optimization
- Distribution Channels
- Distribution Courses of Action