Digital visibility strategies focus 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.
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.
- 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. 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.