Before Lee Odden waxes poetic about DAO (Digital Asset Optimization) he ponders whether the search industry needs another acronym. After all, we've already got PPC, CPA, ROI, and so on. But DAO seems
like a necessary addition, as it helps marketers understand that their images, video and audio clips, blogs and press releases are all assets that need to be paired with keywords and made searchable
from a plethora of properties.
Since users aren't just searching for info on the core search engines, companies need to meet them wherever they are--and DAO facilitates that. "If
an asset can be searched on, it can be optimized," Odden says. "Identifying all the promotable, digital assets available to a web site gives companies that are not content-rich the additional
resources needed to be competitive in today's search environment."
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