RKG INTRODUCES DIGITAL VISIBILITY FOR ENHANCED SEO AND KEY PERFORMANCE INDICATORS
New Strategies Align with Google Link Quality Updates and Focus on Optimizing the User Experience
August 5, 2013, CHARLOTTESVILLE, VA – Digital and search marketing leader RKG today announced it has enhanced its SEO offerings with Digital Visibility Strategies. These strategies are developed utilizing proprietary processes and techniques focused on user experience while aligning with search engine best practices.
RKG has fundamentally shifted away from link building and instead is focused on increasing relevant and measurable KPIs for clients; treating links and social engagement as natural byproducts of identifying target audience personas, developing relevant and compelling content that those target personas want to consume, and disseminating that content through vetted marketing channels.
“Earlier this year in Q2, we recognized the importance of shifting focus away from links in our off-page optimization initiatives,” said George Gallate, CEO of RKG. “For the last few months we have been laying the groundwork for these digital visibility processes, which align perfectly with Google’s recently updated link quality guidelines. Incorporating the robust content and persona development offerings from the recent Nine By Blue acquisition also play a pivotal role in this evolution.”
Digital visibility exists within an ecosystem that integrates cohesively with RKG’s content, social, and on-page SEO offerings. These services are interconnected and are most powerful when working in tandem. Ultimately, our purpose is to create well researched, end-user experiences that provide strong audience value.
“Historically, SEO has focused on obtaining links for search engines to rank pages more highly,” said Adam Audette, Chief Knowledge Officer of RKG. “RKG believes this is a flawed understanding of the end goal, and ultimately unsustainable. Our focus using SEO strategies is to target identified audiences through search engines. It’s people we’re marketing to, not search engines, and anything that puts focus on search engines over people is flawed. Links are a result of creating compelling digital experiences, as are traffic, social shares, and brand awareness. We put the user and content first.”
Persona Modeling and Development
Through comprehensive research and modeling the target audience(s) is identified, personas are developed, and content demand for these identified personas is established. Searcher personas are discovered using processes established from recently acquired Nine By Blue. One of the important criteria from a persona exercise is to understand what queries people are using; putting keyword focus and research into the context of a persona who’s looking to accomplish a specific task.
Keyword-Driven SERP Analysis
Strategy development originates with a keyword-driven SERP analysis. This technique results in benchmarking a target site against competitors from three areas  authority and trust,  share of voice, and  average rank. Based on this competitive landscape, a primary strategy is established.
Develop Compelling Content
Concepts are developed to meet the need of identified personas and are designed with the objective of user engagement. Content fills the void of what identified personas want to consume, resulting in natural and organic audience engagement, links, social shares, and editorial opportunities.
Engage Target Audience Through Marketing Channels
Utilizing vetted tactics that adhere to search engine quality guidelines, RKG identifies influencers to disseminate engaging content. It is perfectly reasonable for a company to engage their relevant audience(s) through news, promotions, offers, reviews, etc. The critical distinction with these distribution mechanisms is how campaigns are framed, not dictating requirements, anchor text, or social sharing.
“Links are valuable and are a significant ranking factor, but they are not the end goal,” said John Negrau, the Digital Visibility Manager of RKG. “Digital Visibility Strategies are tied to clients’ business goals and focus on increasing relevant KPIs such as qualified traffic, sales, CTR, social engagement, visibility, and brand awareness.”
RKG Introduces Digital Visibility Coverage:
RKG is a search and digital marketing agency that combines superior marketing talent with leading edge technology to create the industry’s most effective data-driven online marketing solutions. Founded in 2003, RKG specializes in working with clients in retail, travel, financial and B2B organizations ranging in size from small startups to Fortune 500 companies, including CareerBuilder, Drugstore.com, Express, Herman Miller, Jones Group and Urban Outfitters. In 2013, RKG acquired ex-Googler Vanessa Fox’s company, Nine By Blue – creating one of the most powerful search marketing offerings globally. In 2013, Advertising Age ranked RKG the fastest growing search agency. A privately held company, RKG is headquartered in Charlottesville, VA with offices in Seattle, WA, San Francisco, CA, Bend, OR and Boston, MA. For more information visit www.rimmkaufman.com or follow the company on Twitter @rimmkaufman.
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