Improve Your Company’s Visibility with Digital Asset Optimization
Digital Asset Optimization (DAO) is the part of a sea change being undertaken to meet online consumer search needs. DAO is different from Search Engine Optimization (SEO), which concentrates on the text files of a website, focusing on keywords within that text. DAO identifies content in all its forms and uses filters to identify what is material is most promotable. The Internet is no longer a text-only environment, and search engines are adapting to meet the standards of the new content available through the Internet.
If your company markets products or services online, then you know that having a strong online presence is an essential part of your business, and this presence is only valuable if your company can be found on the internet. Digital Asset Optimization ensures that search engines pick up all of the content that a company has available on the web: videos, animation, podcasts, message boards, maps, images, and other non-text based files. To prepare for all of this new information, almost every search engine now offers media-specresources to your online consumers, your will benefit tremendously from implementing DAO strategies.
By implementing Digital Asset Optimization strategies, your company can gain an increased presence with:
- Multimedia indexing
- Increased page rank
- Increased traffic
- A more targeted audience
- Increased back links to your site
DAO is similar to SEO in that everything from your file names to metatags are an important when implementing DAO. It’s important to use text and keyphrase-rich descriptions with your images so they can be crawled. For example, instead of naming your video, “Online Marketing,” change it to a more specific title such as “How Marketing Firms Help Online Marketers Grow Their Business.” By being as specific as possible, individuals searching for you will have a better chance of finding your video online.
It is also a good idea to upload your videos to sites such as YouTube and Vimeo, which are visited much more frequently than your individual website.
It’s important to keep a few things in mind when implementing DAO. DAO concentrates on focused keywords and keyphrases as well as metatags. Although a polished engaging website is still important, if your customers and prospects can find you online, your website is not going to help you sell. To get the most from your website using DAO, install an analytics service such as Google Analytics. These services provide you with a clear picture of how individuals see your site and alerts you to any problems. Digital Asset Optimization concentrates not only on how search engines crawl and rank your content, but on repurposing all your content to get the most exposure online.
Are your company’s internet marketing campaigns focused on web pages or do you optimize and monitor search performance for other digital assets also? Technology marketing agencies versed in DAO can jumpstart your campaigns.
Web Analytics Integrated with Call Tracking to Monitor Offline Purchases
Incorporating phone tracking into a web analytics tool such as Google Analytics can give your business the boost it needs in gaining a picture of its offline conversion rate. Being able to easily monitor a vast range of incoming data such as a visitor viewing duration, most viewed pages, and a whole array of statistical data allows you to gain a deep insight into the functionality and efficiency, and to interrogate areas of your advertising campaign that are losing you valuable advertising money. Having the data at hand, web analytics allows you to make an informed and confident decision towards reaching a higher conversion rate.
There is no underestimating the power and clarity that web analytics brings to any business, but what about offline telephone calls? If a large portion of a business’s revenue is generated from orders that the customer has researched online but telephoned to actually place, this means there is a blind spot in the otherwise far-seeing picture that web analytics has conducted with one’s online activity. The calls cannot be interpreted through web analytics, therefore it is impossible to make intelligent choices as to changing or maintenance of advertising campaigns. Calls resulting in sales and leads are indistinguishable in themselves from lost leads, as is the data reflecting the distribution of that revenue over the different calls themselves.
Phone tracking is the solution to this problem. With call tracking, call data can be processed in an intelligent manner similar to the powerful online data collection provided by web analytics tools such as Google Analytics. Call duration, conversion ratios, and other criteria is arrayed in a dashboard where it can be monitored, and as the tracking is routed instantly and the data logged, its collection poses no disruption to the customer or to your company’s sales team.
There are many benefits of this to the monitoring of actual purchases made from offline phone calls. The nature of a call, whether it was a lead or a sale, and the sale amount can be logged alongside other data and displayed on the dashboard. Therefore, phone tracking allows that same far-seeing picture of call sales (and the advertising generating them) available to web analytics for online conversions. The blind-spot in the picture of your business’s offline purchases is eliminated; all you have to do is watch your conversions rise.
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