The search marketing industry is rich with acronyms: SEO, SEM, PPC, ROI, SERPs (even LMAO) as well as buzz phrases such as “search engine optimization” and “social media optimization”. Do we really need another?
One of the few things to be counted on in search marketing is that there will be change. That change comes in many forms including search engine algorithm changes (albeit more gradual than large, single events), changes in consumer search behavior and the introduction of evolving search channels such as social search and the semantic web.
With these changes come opportunities whether they are consumer, search engine or marketing driven. “Digital Asset Optimization” refers to the practice of taking inventory of a company’s marketable, digital assets and implementing a process for keyword optimization and promotion to relevant channels.
How is “DAO” different than “SEO”? Search engine optimization typically focuses on the optimization of a company web site to improve discovery and indexing by search engine spiders as well as organizing content, keyword placement and links to give standard search engines the signals they need to rank pages in favor of the company.
It’s not enough to retain a competitive advantage with search driven online marketing programs though a singular focus on web page optimization. The increasing popularity of media specific search engines and content sharing web sites as well as the advent of Universal search creates a matrix of promotion opportunities.
Consumer search and information consumption trends towards video, interactive and content sharing presents a different set of expectations within the search experience. Content creators and marketers are challenged to meet those demands through more robust asset optimization efforts.
continues @ http://www.toprankblog.com