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1. DanyaShea Digital Marketing ©
www.danyashea.com
Digital Asset Optimization
Beginner’s Guidebook
Whitepaper
Creative Commons License Granted with Citation
By Danya Shea Glenny

2. 1
Digital Asset Optimization: Beginner’s Guidebook
Table of Contents
What is Digital Asset Optimization? ............................................................................. 2
Why is Digital Asset Optimization important? .............................................................. 3
Is Digital Asset Optimization really that complex? ..................................................... 4‐5
Who can help me with my Digital Asset Optimization needs? ...................................... 6
References…………………………………………………………………………………....…………………………..7
By DanyaShea Digital Marketing

3. 2
Digital Asset Optimization: Beginner’s Guidebook
What is Digital Asset Optimization?
Let’s start by reviewing search engine optimization (SEO),
which is how we help content get found on the web by
people who are searching for it. By using research to
determine keyword use and statistics, using web content
writing principles, properly entering meta data and various
other techniques we identify our content in such a way that
search engines can find our content better than our
competitors (ideally). Then, when a consumer conducts a
search for our product or service, the content we have
developed and the way we have identified it allows our
company’s listing to appear in the top search results. That’s
the elementary overview of search engine optimization.
Digital Asset Optimization (DAO), therefore, is the newest
term applied to the evolving field of search engine
optimization so as to intentionally include ALL forms of digital
content you produce (your “digital assets”). One of your
digital assets is your web site but now you have other forms of
digital assets such as whitepapers, podcast, videos, images,
pdf files and more. That content has to be accurately
identified, too, so it can be found by the people who are
looking for it.
So, we use the term DAO (also known as SEO 2) to signify that
we are applying old and new SEO principles to all of your
company’s digital assets, better identifying them to be found
by search engines and other social search sites across the web.
By DanyaShea Digital Marketing

4. 3
Digital Asset Optimization: Beginner’s Guidebook
Why is Digital Asset Optimization important?
That’s a fair question. If it used to be enough to have your
web site found by people searching for your products or
services, why do they now need to find your other digital
assets such as images, video and whitepapers?
Part of the answer to that question is in understanding the new
way searches are being made and the new way results are
being delivered. No longer do web users (users) feel
compelled to exit their current social media site to launch
their favorite search engine when making an inquiry. Now,
many social sites incorporate search directly into their own
site, delivering results for the users from the major search
engines, but also from within their social networking spheres.
If you’ve never run a social search, log on to your Facebook
account and search for “coffee”. You will get results of
relevant pages, posts by friends and Bing search listings all on
one page. Even the major search engines like Google and
Bing incorporate video results, image results, social network
stream results and more for any search you run. Everyone is
delivering results that include more than a link to your web
site. If your competitor’s digital assets are being found in
search results, shouldn’t yours? Obviously users want search
results that deliver the information they need in the format
they want. This is why digital asset optimization is crucial to
your business success.
By DanyaShea Digital Marketing

5. 4
Digital Asset Optimization: Beginner’s Guidebook
Is Digital Asset Optimization really that complex?
Yes it is. The development of digital assets, their marketing
and their overall management has led to major industry
revolutions in digital asset management tools. These complex
management systems give a peek into the value of digital
assets and the necessity of their careful care and marketing.
Consider the following partial list of potential digital assets
your company may develop, your target market may be
searching for and your competitors may be marketing:
• Web Site
• Facebook Page (& up to 200 other social site profiles!)
• Whitepapers
• eBooks
• Mobile Applications
• Images
• Videos
• Podcasts
• Slideshows
• Business Flow Charts
• Instructional PDFs
• Press Releases
• Blog Posts
• And More
By DanyaShea Digital Marketing

6. 5
Digital Asset Optimization: Beginner’s Guidebook
In preparing to properly identify your digital assets to be found
on the Internet, consider this partial list of essential tasks for
successful optimization:
• Research appropriate keywords for each asset and each
niche market the asset is targeted to
• Register the assets in the appropriate directory or social
sharing site
• Generate interactivity around the asset by target market
• Gather comments and reviews about the asset
• Stimulate social sharing of the asset
• Use these keywords in the right density, in the right
places, as follows
o File Names
o Alt Text
o Page Names
o Captions
o Product Names
o Video Scripts and Transcripts
o Tags
o Descriptions
o Links
o Tweets
o Status Updates
o URLs
o Headers
o Meta Data
o File Properties
o And More
By DanyaShea Digital Marketing

7. 6
Digital Asset Optimization: Beginner’s Guidebook
Who should help me with my Digital Asset
Optimization needs?
Prefer an optimization specialist who demonstrates a macro
perspective of both the history and the future of optimization.
Look for a moderate attitude from your consultant; don’t let
them make it sound too easy or like a simple solution, but
don’t let them convince you DAO is a new, incredible,
awesome, dynamic, revolutionary, bleeding-edge (or any
other exaggerated adjective) quick-fix solution, either. Proper
DAO takes patience, an eye for detail, tolerance of repetition,
commitment to steady growth and creative exploration paired
with smart risk management of new ideas and methodologies
as they emerge.
DanyaShea Digital Marketing strives to give you the information you need to make
the right choice for your organization. We’re happy to help with all your DAO
needs.
Give us a call today or request a quick quote.
By DanyaShea Digital Marketing

8. 7
Digital Asset Optimization: Beginner’s Guidebook
References
Casneuf, P. (2011, January 31). Digital Asset Management, Whats Next? Retrieved
March 5, 2011, from Digital Asset Management:
http://digitalassetmanagement.org.uk/2011/01/31/digital-asset-management-
what%E2%80%99s-next/
Gold, H. (2010, March 29). ClickZ. Retrieved March 6, 2011, from Digital Asset
Optimization: Social Media Meets SEO:
http://www.clickz.com/clickz/column/1717009/digital-asset-optimization-social-
media-meets-seo
Sannino, G. (2011, January 31). Will Digital Asset Optimization Be the New SEO?
Retrieved March 5, 2011, from Search Engine Journal:
http://www.searchenginejournal.com/will-digital-asset-optimization-be-the-new-
seo/27508/
By DanyaShea Digital Marketing