Why DAM is an SEO specialist


With the rise of e-commerce, search engine optimization – SEO for short – has become an integral part of marketing. SEO measures aim to ensure that your own website climbs to the top of the results lists of search engines such as Google, Bing or Yahoo! But SEO marketing is not only useful and important in this context – a well thought-out SEO strategy is also becoming increasingly essential for the results lists of online stores and marketplaces. In this blog article, we will show you how a DAM system can help you implement your strategies and improve your company’s overall web presence.

Have you ever wondered why your competitors’ websites and content are ranked higher in Google search results than your own? The answer to this question can be found in a variety of criteria that search engine providers use to determine their results lists. While a few years ago it may have been enough to concentrate on text optimization and the use of keywords in SEO marketing, today several adjustments have to be made simultaneously in order to keep your own content visible in the flood of content on the Internet and to promote it to the top rankings in the results lists. In SEO, a distinction is generally made between on-page and off-page measures, in this blog post, we want to focus on the former, i.e. on what happens on a page and can be optimized there. We will also show how the best practices in SEO – which incidentally also apply to search engines in online retail, i.e. Amazon and Co. can be implemented directly with a DAM system and without requiring a great deal of resources.

Why DAM is an SEO specialist using the example of OMN DAM

How to: SEO

The aim of SEO is to make the website or individual product detail pages and content more attractive for search engines and users in order to achieve a good ranking and thus increase the action and conversion rate. To this end, it is essential to deal with the search engine criteria and, above all, to take the user’s perspective into account when taking measures. They want user-friendly pages that are displayed without delay on their various end devices, as well as content, information and interaction options that are easy to find – and this is precisely where DAM comes in.

Increase visibility with the right keywords

In the context of SEO, one of the first steps is to get an overview of possible search queries and, on this basis, to select the relevant search terms, i.e. keywords, in order to optimize the textual components – whether on the website or in the online store – in line with search engine requirements. In addition to headlines, titles, long texts and bullet point lists, the focus is increasingly on the file names of the media content used. With a DAM system, these can be optimized in a central location for all application contexts and without great effort, for example by integrating product names or predefined keywords from the PIM system. The state-of-the-art systems also enable automated indexing of files using artificial intelligence. For example, individual image elements (such as objects, logos, etc.) are integrated directly into the file names. This not only saves time, but also ensures that all possible keywords are covered in the name – and that products can also be found via image search, for example.

Ensure web performance with the right file formats

The performance of the website, or more precisely its speed, plays a decisive role in the context of SEO. Not only because the website is the figurehead of a company and users have a certain expectation of the loading time, but also because search engines regularly measure the core web vitals and rate long loading times negatively in the ranking. The main reason for slow page speed is often large image and video files or complicated animations, which delay the loading time of the entire website enormously, even with a good internet connection. The advantage of a DAM system is that the files do not have to be converted and adapted manually. A DAM automatically converts images and videos, as well as other assets such as operating instructions and certificates, into the required sizes and formats so that the loading time and layout shift remain low in every application context and on every end device. This DAM feature not only ensures the performance of the website, but also helps with the provision of product content for third-party retail platforms and omnichannel marketing.

Providing an impressive user experience

In addition to the keywords and the performance of the website, the search engine algorithms naturally also take into account the click frequency of a search result and the length of time users spend on a page. Even Google recommends optimizing websites and their content not only with search engines in mind, but primarily for users. On the one hand, this includes making them mobile-friendly, as search queries are increasingly being made via smartphones. However, it is even more important to provide users with multimedia experiences and opportunities for interaction, whether on your own website or on the product detail pages in the online store. 3D images, picture galleries, videos and catalogs are particularly suitable for attracting prospective customers, persuading them to make a purchase decision and building long-term customer loyalty. The associated asset volumes can ultimately be easily managed with a DAM system, which acts as a central asset archive and data hub in companies, enriched with search engine-relevant metadata and accurately forwarded to the various communication and sales channels.

DAM system screenshot using OMN DAM as an example

Why SEO and DAM belong together

Today, companies are constantly creating new content in order to remain visible in the various channels and within the flood of content on the Internet and to address their target groups in an impressive way. A DAM system can not only help with the management, preparation and channel-specific distribution of this content, but can also positively influence some SEO factors such as loading time and findability, thereby improving your ranking in the various search engines in the long term. This is all the more true in combination with other product and communication-relevant systems, such as a PIM system.

Would you like to get to know our OMN DAM?