The search engine focus is changing from search engine optimisation (SEO) to digital asset optimisation (DAO), it has been claimed.

DAO uses images, video and audio content to attract relevant users to a website rather than the page-based text of SEO.

Search engines are continually becoming more sophisticated to match the development of web design, which has seen growth in the use of DAO.

Commenting on the Search Insider blog, Andrew Hazen explains that digital assets are becoming an increasingly important tool for businesses.

He writes: "Companies must figure out how to best adjust their internet marketing strategies to maintain a competitive advantage.

"To find the right balance, they must decide the most opportune way to optimise standard text while also optimising and promoting their other digital assets."

Meanwhile, ABI Research forecasts that global revenue from digital asset management (DAM), as opposed to SEO content management solutions, are set to triple by 2013.

Will DAO overtake SEO?

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