Importance of web assets in SEO

A website's digital assets, such as content, images, videos and documents, have become increasingly important in the advent of universal search, it has been claimed - which may make them vital to search engine optimisation (SEO).

Herndon Hasty, in a post for Search Engine Watch, said such files will need to factor "heavily" in any marketing plans businesses have for 2010, particularly in light of Google's planned update of Caffeine.

However, he adds that there is one additional factor which can "make or break" a firm's search presence - location.

Mr Hasty described this as "an element so important that its presence can literally take up 100 per cent of the above-the-fold natural search real estate for critical keywords, representing something so tangible that your customers don't just touch it - they live in it".

He advised the place where companies can have the most control over location is the website itself, urging organisations to set up pages for individual stores.

Local search potholes and comparison and review sites could also be useful tools to look into when promoting a business locally.

Meanwhile, Search Engine Watch's Mark Jackson recently asserted making a site accessible to its visitors is another key to SEO success.

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