By Lee Odden

In the world of using search engine optimization tactics for extending the reach of media relations, optimizing press releases alone leaves a tremendous opportunity untouched.

Increasing numbers of companies have realized this and are adopting more formal holistic news content optimization strategies. Digital Asset Optimization is a SEO Point of View that our search marketing agency, TopRank started developing in early 2007.

Limiting news content optimization to press releases with a web site rich with news, media coverage and digital assets leaves a lot of the “good stuff” out of the scope of SEO attention. There’s a tremendous opportunity for a competitive advantage in search engine PR when all of the news content digital assets involved with the SEO effort.

The first step to managing a news digital asset optimization program is to take inventory of the media assets and content types that are currently being created. It is important not to discount content because it is not published online. Many types of press clippings, news coverage, digital communications, video and image assets can be repurposed for news content optimization and promotion.