As he explains to WebProNews, digital asset optimization is essentially the optimization of non-text content within web pages and the role it plays in search engine rankings. In other words, it pertains to content such as video, images, and even rich, Internet applications like Flash.

This type of content is becoming increasingly popular in certain verticals including retail and health care. For instance, “how-to” videos that explain a process or provide insight into a condition are continually growing in value for consumers.

“There are a lot of reasons that people may look to the Internet and do a type of search that lends itself better to a video result, or an image result, or even an interactive application,” says Boggs.

He goes on to say that the search engines have recently updated their landscape to allow more of this non-text content in the top pages of search results. Although people often view digital asset optimization as a way to get additional listings in search results, Boggs points out that there is a better way to utilize it.

By taking a holistic approach, he says users have the opportunity to have all their web pages gain rankings. Since it gives users a greater chance of ranking, it is very important that they have non-text content on their web pages. In many cases, Boggs says the non-text content is described as a web page in the search results.

Are you taking advantage of the opportunities of digital asset optimization?

“It’s easy to optimize the site, but you have to make it search friendly – big difference.”

Making your website search friendly is actually the first step. Your url needs to be search friendly. If you are a marketer, you need to work closely with the IT department on joint goals and strategies.

Secondly, work on optimization. Remember that optimization is an ongoing process and it usually takes a lot of time and money. As you add content to your site, you will need to continue to optimize each entry or item that you add.

If you really are trying to successfully optimize your site and are spending a lot of money and time, you also need to have unique content. Good content is essential because you want your customer to be able to take action easily. If your optimization and search friendly efforts pay off and you get people to your site, you want your content to be good enough to keep them there.