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Wednesday, April 09, 2008

SEO to Give Way to DAO?

Leafing through this month's issue of PROFIT magazine (sorry but the current issue is not yet online as I write this), I came across a sidebar about a concept called DAO or "Digital Asset Optimization." The argument is that a more comprehensive strategy is required today for websites trying to maximize their visibility for all types of searches for all types of media and content (for example, video, products, news, images, etc.). Lee Odden was quoted in the piece. I had to say to myself "nice PR work, Lee, getting quoted in that story!"

Looking back to the first mention of this term around June 2007, it turns out that our good friend Lee Odden at Toprank may have coined the term, but it hasn't yet fully caught on (after enjoying a brief heyday). A number of people responded to his June 2007 post, and seemed willing to use the term, but you don't see a million "DAO" references in Google. One SEO from India got so excited about the term, though, that he registered the domain "daodigitalassetoptimization.com" in February 2008.

What we are seeing, if not lighting-fast growth of the term DAO, is growing acceptance of the idea. People are coming at the idea of "being more visible" from a variety of angles: talking about the growing importance of blended and universal search; deliberate & planned use of video to augment written articles and promotions; properly labeling & tagging your existing digital media content; etc.

What you call something seems to have an impact on whether people think it is something worth talking about. Greg Jarboe mentioned that attendance to training sessions (Incisive Media - in conjunction with SES) rose when they changed the title from "Getting Found in All the Right Places" (people didn't know what it was supposed to mean) to "Universal and Blended Search" (people cottoned onto the fact that it was something new and technical that Google was doing that we'd better be aware of).

So, I guess we probably won't all be calling it DAO (but just in case, I've stuffed this post with the term), or GFIATRP, but rather, "Universal and Blended Search," "Online Reputation and PR," and "Social Media Marketing." They're interrelated, but they can be discussed as if they were separate topics.

The general idea is unlikely to go away, and it will keep marketers mighty busy keeping on top of these trends.

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