The visibility model is where your engagement starts: a published account of where demand exists, what each part of it is worth to you, and the specific conditions that would have to hold for you to own it.
It is built in the measurement phase and presented with the assumptions visible, so you can argue with them before a single page is written. It drives everything that follows, and it is documented and handed over as part of how we work.
Four questions, answered with your numbers.
Not a summary and not a pitch. The working, laid out so effort follows revenue and nothing gets done on faith.
Where the demand is
The searches and questions that exist in your market, in classic search and in assistants, mapped to the stage of the buying decision they belong to.
What it is worth
Each cluster valued against what a customer is actually worth to you, so effort follows revenue rather than search volume.
What has to be true to own it
The specific conditions — pages, evidence, authority, structured data — that would have to hold for you to win each cluster. Named, not hand-waved.
The order to do it in
Sequenced by value against difficulty, so the first moves are the ones that pay back soonest, and nothing is done on faith.
A model you can argue with is one you can trust.
The value of a cluster depends on assumptions: what a customer is worth, what conversion looks like, how much of the demand is really addressable. Hide those and the number is theatre. Show them and the number becomes a decision you can own.
So we put the assumptions in front of you and invite the challenge. When you change one, the maths moves in front of you. What comes out the other side is a plan you have stress-tested, not one you have been sold.
Asked before we build it.
Why publish the model rather than keep it?
Because a model you cannot inspect is a model you have to take on trust, and this work does not run on trust. Publishing the assumptions means you can challenge them, and it means the plan is yours to keep.
What if we disagree with an assumption?
Then we change it and watch the maths move. The point of showing the assumptions is that they are arguable. A number you have argued with is one you can actually stand behind.
Do we keep it if we leave?
Yes. The model, the assumptions and the reasoning are documented and handed over. Clients keep the maths, including when they stop working with us.
Is this just a keyword report?
No. A keyword report lists volume. The model values demand against your economics, states the conditions to win it, and sequences the work — so it is a plan you can act on, not a spreadsheet you file.