When the subject of SEO comes up, there’s often a lot of talk about working keywords into content, headers and meta descriptions. But did you know that you should also optimize your digital assets? Digital asset optimization is the process of correctly tagging, naming and placing your digital assets – photos on your website, the PDF file names you link to, the movies on your YouTube channel. Yet most companies overlook their digital files.
In fact, a Forrester study from 2009 found that less than 20% of marketers insert keywords into the filenames of videos on their sites and even fewer marketers write keyword-rich captions or create online video libraries. And, years later, the odds are that these stats haven’t changed much.
What is Digital Asset Optimization?
In short, “digital asset optimization” refers to making online assets easier to find. Anything that can be searched for on the Internet (PDFs, movies, photographs, etc.) can be optimized for better “findability.” Doing so helps improve search engine traffic and increase the number of potential customers.
Here are a few tips to help you optimize specific digital assets:
- Ensure that the file name for each image is optimized. It’s better to go with “10-main-street-anytown-one-bedroom-apartment.jpg” than “IMG30495436.jpg.”
- Always include an ALT tag, which is the text that is shown for people with visual impairments or people surfing the web with images turned off on their mobile devices. ALT tags are a best practices approach for accessibility reasons, but they also provide an additional opportunity to add keyword-rich content. In creating ALT tags, be concise and descriptive. For a photo showing a one-bedroom unit in one of your buildings, the ALT tag might be “living room view of one-bedroom apartment at 10 Main St., Anytown.”
- In addition to incorporating keywords into your photograph names and ALT tags, you should take advantage of social media. Push out image content on Facebook, where users are more inclined to share photos. You can also use charts, unit photos and other graphics on your blog, making it more visually appealing.
- As with photos, you should ensure that the file name for each PDF is meaningful. For instance, try “property-management-toronto-brochure.pdf” rather than “PM-brochure.pdf.” Be sure to use your keywords in PDF headings, the body of the copy and PDF meta data.
- Again, make sure you optimize each video’s file name. If a video is embedded on your site, be sure to include a text-based description in your content of what viewers can expect to see. Be sure to include keywords: for example, “View a video tour of this one-bedroom apartment located at 10 Main St., Anytown. Available for rent, contact Joe Smith (555) 555-5555.”
- If you have many videos, build a Google Video Sitemap so users can easily find what they’re looking for.
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