When Bad Websites Happen to Good People When Bad Websites Happen to Good People When Bad Websites Happen to Good People
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Tip 7: Digital Assets – Your New Best Friend.

Take advantage of your digital assetsMany companies are sitting on a goldmine, but just don’t realize it. Product photos, videos, blogs, consumer reviews – they all represent a potential treasure-trove of optimization goodness.

On many websites, these types of digital assets represent a missed opportunity. Digital assets (those photos, videos and the like) are elements that could be optimized to help your marketable materials show up in a lot more places than just regular search-engine results.

We know the topic of “digital asset optimization” sounds like a bit of an eye-glazing yawn-fest, but bear with us.

Website content has morphed from solely text-based web pages to richer and more diverse types of content. Search has gone vertical, with niche search engines and powerhouse search engines such as Google, Yahoo and Bing delivering shopping, image, video, audio and local search results. In today’s online market, everything is content. Absolutely everything.

How mind-bending is that?

Go from “page results” to “page share.”

It’s a more holistic way of thinking – not about just optimizing your page content for good search-engine page results, but also creating content that can be shared and passed around. Let's say you run a dance studio, and have a few videos of different types of dance steps. Why not set up a YouTube channel under your dance studio's name, and share your videos? Be sure the video's title and description are accurate (and include keywords, naturally) and share it through social bookmarking. Use relevant, descriptive tags, and if you embed it on your own site include a description of what viewers can expect to see.

And you don’t have to be one of those podcasting, social-media scenester, user-generated content-2.0 types to take advantage of these new opportunities. Even the most staid of traditional companies has digital assets. The problem is they might still be offline. With a little willingness to look around and dust off marketable materials, such as sales presentations, training videos or informative newsletters, they can be turned into very cunning digital assets that can be found in search engines and in turn bring more traffic to your site.

More content + more channels = More reach.

Is there a trick to this? No BUT, the content has to be:

  1. Relevant to your audience.
  2. Able to stand alone.
  3. Informative or entertaining.

That's it. So, take a good look at your existing website content as well as offline materials. What interesting, unique content do you have that could be turned into marketable digital assets? What keywords should be assigned to each asset? How can you best promote your digital assets – YouTube, SlideShare, Flickr, Twitter, Delicious? By taking advantage of all of your content, you make it easy for people to find richer, more diverse types of documents, and increase incoming links along the way.

Creative Commons LicenseYou are free to use this tip's graphic under this Creative Commons license as long as you provide attribution to When Bad Websites Happen to Good People and provide a link back to this site.

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