The Workflow
Documented. Repeatable.
Tracked in GitHub.
Most SEO consultants give you a PDF. We give you a process that runs like a software project: versioned, auditable, and always tied to a data source.
Technical Baseline
Before any content or strategy work, we establish where the site actually stands technically.
- Full crawl with Screaming Frog / Sitebulb
- CrUX Core Web Vitals audit (LCP, CLS, INP)
- Indexability and canonicalisation review
- Structured data and schema audit
- Redirect chain and 404 mapping
- Robots.txt and XML sitemap audit
Data Infrastructure
We verify and, where needed, build the tracking stack that gives us reliable signals to work from.
- GA4 event audit — conversion tracking verified
- GSC property verified, sitemap submitted
- GA4 ↔ GSC link confirmed
- BigQuery export connected (GA4 raw data)
- Ahrefs / Semrush project configured
- Baseline metrics snapshot saved to repo
Opportunity Mapping
What's the real gap between where you are and where you should be? This step finds it with data.
- Keyword universe research (seed + AI-assisted expansion)
- Current ranking inventory from GSC + Ahrefs
- Competitor top-page analysis (traffic, intent, gap)
- SERP intent check for every target cluster
- Prioritised opportunity list by effort vs impact
Content Architecture
We map how content should be structured to build topical authority, not just collect individual rankings.
- Topical cluster design (hub + spoke)
- URL and IA architecture review
- Internal linking strategy and anchor text plan
- Content brief templates for each cluster
- Cannibalisation audit and consolidation plan
Implementation
Recommendations don't rank. Pages do. This step is about getting changes live and tracking them.
- Fix prioritisation: P0 (blocking) → P1 (high) → P2 (low)
- All tasks tracked in GitHub issues or Linear
- Implementation verified against original brief
- Pre/post crawl comparison
- GSC validation requested on critical pages
Measure & Iterate
Monthly review of what moved, what didn't, and what the next 30 days should focus on.
- Monthly reporting dashboard (GSC + GA4 + Ahrefs)
- Ranking movement tracked for target clusters
- Traffic and conversion attribution review
- Next-cycle priority adjustment
- BigQuery cohort analysis on organic sessions
How We Diagnose
We find the cause, not the symptom.
When organic traffic drops, most audits start guessing and fixing. We split the problem so the branches never overlap and never leave a gap, then follow the data down one branch at a time until the cause is isolated.
Traffic is down. There are only three places it can come from.
Fewer impressions
You are showing up for less. Either pages fell out of the index (crawl, canonical, or rendering failure), or they lost rankings (content decay, lost links, or a core-update intent shift).
Checked against GSC coverage, server logs, 16-month position history
Same impressions, fewer clicks
You still rank, but the SERP changed underneath you. AI Overviews, an image or shopping pack, or a Google title rewrite is taking the click.
Checked against GSC CTR by query, SERP feature tracking
Same clicks, less value
Traffic held but revenue did not. Intent shifted, tracking broke, or it was seasonal.
Checked against GA4 conversion paths, BigQuery cohorts
Every drop resolves into one of these three. That is why we can tell you why in days, not theories in weeks.
A Note on Transparency
What's shown. What's proprietary.
The six steps above represent the framework. The scripts, prompts, and BigQuery queries underneath them are proprietary — that's where the speed advantage lives.
What you get as a client is the output: audits, briefs, reports, and recommendations that are faster, deeper, and more data-accurate than what you'd get from a standard consultancy.
Talk Through the Process