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Making the Most Out Of Digital Assets for SEO

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Search engines have been evolving drastically over the years to improve user experience. From the boring search result pages, Google search page have evolved into vibrant listing with images, videos, and news. All these improvements give brands great search engine optimization opportunities to reach the target audience.

With this improved algorithms and machine learnings, SEO is not just about website optimization anymore. It is time to look beyond website optimization and start investing in digital assets. By identifying and optimizing all the relevant digital assets a brand can easily rank in the search engines and maximize their business performance.

Types of Digital Assets

Digital assets can be broadly divided into three, owned media, earned media, and paid media.

SEO - Digital Assets

Social media platforms of a brand like Facebook page, Twitter account, Instagram account and blogs comes under owned digital assets. Owned media are additional online platforms that helps a brand to interact with their customers. Optimizing these accounts makes it faster for a brand to rank in the search engines. To keep the engagement going on these social platforms with shareable and sociable content will be challenging task for SEO success.

Earned media in simple words can be translated into ‘online word of mouth’. Through owned media, a brand talk about themselves whereas in earned media a third-party talk about the brand. This gives more authority and powerful online presence to a brand. Recommendations, reviews, mentions, content picked up by a third-party all comes under earned media. Earned media a very powerful tool to attract traffic and improve conversion.

All paid channels that a brand utilize to bring traffic to their website and owned media platforms comes under paid media. Paying to promote content or pages helps in reaching potential audience easier and faster. Social media sites like Facebook, Twitter, LinkedIn and Instagram provides advertising options for brand to promote their content for maximum reach. Using methods like re-targeting, Pay Per Click and display ads are also very effective in attracting the audience and driving traffic to the website.

Optimizing Digital Assets

Optimizing Digital assets is all about creating and tweaking content that compels audience to like, comment and share. If content is king, engagement is the queen. Understanding the audience and creating shareable content is very essential to improve the reach. Search engines track social media activities and popular contents can easily help in higher ranking of your website in SERP.

Blogs

Blogs are very important in SEO. Blogs give additional and relevant information’s to the audience that keeps them coming back to the website. Optimizing the blog posts makes your website more visible to potential customers who are searching for keywords related to your brand.

Social Media Sites

Tweets, Facebook shares, likes, and comments have direct correlation with URL ranking. If a brand is successful in connecting and interacting with the audience on their social media sites, the chances of them being on top of the search results are high. Optimizing the content on social media platforms using proper keywords and hashtags aid in reaching a larger audience.

News

Optimizing earned news coverages should be part of a brand’s SEO strategy to improve online ranking. Integration between PR and SEO is an integral part in SEO success. PR and SEO team should work together to make sure the online news coverages and paid/non -paid articles are optimized for the search engines.

Location

With Google’s updated algorithms, local map listing and directories are more prominent in search engines now. It is very common for a local map result to come above the website listing in the result page. This makes setting up a Google My Business Account essential for a business. Optimizing the business listings and Google business account with correct information, URL, and reviews assist in SEO.

Images & Videos

Videos and images are very powerful in alluring the audience. Videos are actually one of the most used tool in SEO today. Product images, infographics, and funny videos can easily attract audience. Optimizing the title and description of images and videos using keywords improves views and SEO ranking.

Mobile App

Every business by now know the relevance of mobile app. As the use of mobile app is growing rapidly, it plays a very vital role in bringing traffic and conversion. As search engines don’t crawl App’s it is essential to have a page for marketing the app in your website. Optimizing the App store page and the marketing page of your App helps the audience find your App easily.

Digital asset optimization provides multiple opportunities for brand to improve their online presence and visibility. Creating content that are sociable, shareable, portable, and measurable is the key to SEO. Optimizing the website content alone won’t be enough for Search engines rankings anymore. All the elements that comes under Digital assets have its own role and importance in SEO and a brand have to invest wisely to make most out of the digital assets.

Image Credit: searchengineland.com

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