Creative communications agency History Will Be Kind (HWBK) and sister agency Deepend have launched Brand Visibility Engine.
Bringing together HWBK’s brand storytelling, digital PR, cultural intelligence and editorial strategy capabilities, with the capabilities of Deepend across SEO, Generative AI and customer-led technology, Brand Visibility Engine has been developed to support shifting client needs.
“Our research aligns with much of the public discourse on the reduction of organic traffic for many brands,” said Deepend head of strategy & design/CX lead, Hamilton Jones.
“We’ve seen a drop of between 5% to 35% in website traffic, which varies by industry and business. Conversely, we’ve only seen marginal growth in LLM-sourced traffic.
“It’s the gap between the two where the visibility challenge lies. Using our Brand Visibility Engine framework, we’re working with clients to diagnose and address brand visibility and authority challenges.
“We know AI search rewards brands that are credible, current and consistent. But it’s not enough to ensure your owned content is ready to be found.
“To win visibility, you need to engineer it through stories told by the most trusted sources and measured with the same precision as performance marketing. We have been working with several clients who are fully embracing the Brand Visibility Engine and the learning curve it presents to get it right.
“The future belongs to the brands that can influence both people and algorithms. The Brand Visibility Engine is how History and Deepend are working together to help our clients do both.”
The Brand Visibility Engine methodology considers, tracks and optimises activity across three key pillars: Clarity, credibility and currency.
Clarity, readability and structure makes content discoverable and intelligible to AI (& their agents), embedding technical SEO, GEO and AIO performance cues – focussed on owned channels.
Credibility, authority and attribution signals that establish trust and traceability – focussed on earned efforts. Currency, continuous relevance and recency as models and content changes over time.
“We’ve entered an age where earned media doesn’t just influence audiences, it informs the algorithms themselves,” said HWBK managing director Edwina Brook.
“Recent research shows 89% of links cited by both key LLMs and AI overviews* come from earned media sources within the previous 30 days, proving that digital PR is more important than ever and has become part of the new SEO frontier.
“Brand Visibility Engine is how we are supporting organisations through this seismic shift. Using the Three Cs methodology, we can swiftly surface and improve digital brand performance.
“It’s about ensuring brands are not only discoverable and have solid technical content foundations but are accurately and prominently represented in the sources AI relies on to shape its answers that audiences now take at face value.
“We’re leveraging digital PR, SEO and content marketing with new metrics in focus, and as always, are looking to continuously improve our own approach.”
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.