Universal Search and Digital Asset Optimization with Anne Kennedy (8:44) Dr. Ralph F. Wilson , Web Marketing Today - Mar 30, 2010

In this video interview, SEO expert Anne Kennedy explains the power of universal search and digital asset optimization, that is, the optimization for SEO results for not only text, but images, videos, podcasts, etc., and gives tips on how to do it.

Since 2004, Google has been showing images, videos, news, etc. within its search results. The effect is to change eyetracking patterns from the familar "Golden Triangle" to an immediate eye movement to the image, then a circular pattern around it. If you don't have images on a search page for your keywords, you're missing traffic.

Kennedy encourages placing keywords in a title within an image file as well as in the file name, then embed images within relevant text on the webpage. Search engines are now looking at "meta data" within images and audio, but the text surrounding the image is the most important factor.

To begin, (1) catalog the digital assets that you currently have. Then (2) insert relevant keywords into text around images. (3) Be sure to give images keyword-rich filenames, even if you have to ride herd on website developers.

Kennedy gives an example of how one of her clients, The Concrete Network, began developing short instructional videos hosted on a YouTube channel. At first it increased branding and traffic to their site. Now, traffic from YouTube is greater than search-driven traffic.