Learn about our unique frameworks to ship high-quality work
Each framework is designed to work hand-in-glove with our agents and human specialists so you're able to get, as a client, more done at a faster pace and with a higher ROI.
Bespoke strategy, standard implementation
We decide what to do with an SEO and PR strategy as individual as you. We declare how to do it with standard tactics that bring fast and predictable results. Frameworks turn senior judgment into shipping speed — without losing the bespoke thinking that makes the work actually work.
Every engagement runs the same playbook. No reinventing the wheel per client.
Strategy ships in six weeks. Implementation lands in two-week sprints.
The deliverables stack — every page, every link, every fix continues to work without further spend.
Five frameworks. Three disciplines. One engagement.
The strategy phase. Six weeks of forensic auditing that produces your keyword universe, content gaps, technical findings, and the prioritised plans your team will ship against.
Jump to REST →The implementation engine. Once REST is signed off, BOOM ships. Tasks are prioritised by cash value, not issue type, and milestones land every six weeks.
Jump to BOOM →The AI visibility engine. Four layers decide whether an AI answer cites you or a competitor. FEED scores each out of ten, names the fastest win, and tracks the numbers every month.
Jump to FEED →The Digital PR engine. Five stages that turn a brief into coverage on the publications your customers actually read — and the links Google actually counts.
Jump to DISCO →The build process for interactive PR assets — data tools, calculators, embeddable maps. Same four pillars on every asset so the studio team ships faster.
Jump to 4Ds →01 Research Build the universe of opportunity before deciding what to do. +
- Keyword Research — build your keyword universe
- Content GAPs — find gaps on your site vs competitors
02 Evaluation Audit the site against the rules Google actually uses. +
- Technical Audit — evaluate the site against Google guidelines
- Content Audit — evaluate which content to keep, kill, combine, create
- Link Audit — evaluate where link power goes
03 Strategy Decide what's worth doing and what return to expect. +
- SEO Strategy — decide which deliverables and URLs to focus on
- Forecast — based on proposed work, forecast traffic growth each quarter and create base and stretch targets
04 Tactics Translate strategy into the spreadsheets that drive shipping. +
- Content Plan — a spreadsheet of content to create, optimise or delete
- Technical Plan — a spreadsheet of technical and on-page tasks prioritised by cash value
01 Broken Site Fix the foundations so the rest of the work can land. +
- Implemented in batches — we update everything from 404s, to schema, to hreflang to make a perfectly optimised site in the eyes of Google
02 On-page Make every page earn its keep. +
- Content Creation — new content for your site from product descriptions, to landing pages, to blog posts, to lead magnets, to industry guides
- Content Updates — optimising content structure and word choice to rank and convert better
03 Off-page Build the authority that decides whether on-page work even gets seen. +
- Digital PR — our link building process is its own framework called DISCO (jump to it below)
04 Measurement If it isn't measured, it isn't shipped. +
- Weekly status updates — Monday morning project management email
- Bi-weekly calls — moving blockers and signing off work
- Monthly performance reports — measuring the effectiveness of the work
- Quarterly business reviews — compare our traffic and revenue forecast to actuals
F Frequency How current AI thinks your content is. +
- AI weights recency when it chooses which sources to trust. If your machine-readable dates are stale and no visible “Updated” markers appear, AI reads you as older and less reliable than you actually are — even when the page is current.
- What we fix — machine-readable modified dates, visible “Updated [date]” markers on key and blog pages, and a monitoring loop so the freshness signal never drifts.
E Entities Whether AI can build a clear picture of who you are. +
- AI needs to understand your brand as a defined thing: what you do, who you serve, how you're rated. When that picture is fragmented across a handful of sources, or your strongest proof lives only off-site, AI describes you vaguely or gets it wrong.
- What we fix — Organization and product schema, aggregateRating wired to your real review scores, and a corroborated entity graph across the authoritative sources AI already reads, from your own site to Wikidata.
E Endpoints Whether AI crawlers can actually read your pages. +
- If a page only renders in JavaScript, GPTBot and its peers often see nothing. Priority pages can be invisible to the exact systems you're trying to appear in, with no warning in your normal analytics.
- What we fix — server-side rendering on priority pages, crawler access for the AI bots that matter, and a check that every page you care about is machine-readable, not just human-readable.
D Distribution Where AI finds and cites you across the web. +
- AI builds most answers from a small set of trusted domains per category. Our Cited-Domain Map shows exactly which domains AI pulls from in your space, where competitors are winning, and where you're absent from the questions that create buyers.
- What we fix — first-party content tracks for every buyer persona so AI has something of yours to cite, plus targeted work on the third-party domains AI already trusts in your category.
01 Discovery Set the audience and the link profile before we ideate. +
- Audit existing coverage and competitor link profiles
- Define which publications and journalists matter for your search goals
02 Ideation Validate ideas with real journalists, not internal opinion. +
- Brainstorm hooks against the discovered audience
- Pre-validate angles with journalist contacts before commissioning work
03 Sign-off Forecast the coverage and lock the scope before a line of work. +
- Forecast realistic coverage volume + link profile per idea
- Get client sign-off on scope, KPIs, and risk before kick-off
04 Creation Build the asset and the press kit, not just a press release. +
- Produce the data, the visuals, the methodology page, the press kit
- Pre-brief priority journalists with embargo so first coverage lands hard
05 Outreach Senior PRs sending real emails to real journalists. +
- Tiered outreach across national, trade, and local press
- Live coverage tracking, replies handled in-hour, escalations triaged daily
01 Data Lock the data, schema and spec before anyone builds. +
- Lock the data sources, the schema, and the performance budget
- Decide front-end stack and hosting before scoping
02 Design Sign off the look before a line of code. +
- Scamps and full visual design ready for client sign-off
- Mobile and desktop states locked
03 Development Build it so it works on a journalist's phone. +
- Front-end app, database, and data pipeline shipped to the agreed performance budget
- QA across the devices journalists actually use
04 Deployment Go live with the methodology, the blog, and the support plan. +
- Methodology page + blog post live before outreach starts
- Monitoring and edit-window for the first 72 hours of coverage
Want to see how the frameworks apply to your business?
Tell us about your site and we'll come back with the REST scope, the BOOM forecast, and the names of the people who'd run your account.
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