Our methodology

Built on automation.
Grounded in real data.

Most SEO agencies are a black box - you pay a retainer and get a PDF. We're the opposite. This page explains exactly how our platform works, what data we use, how content gets made, and how we measure what matters.

Layer 1
Crawl & Analyse
Weekly technical audits, rank tracking, and competitor monitoring run automatically for every client.
Layer 2
Plan & Create
Data-driven content briefs, mapped to your keyword targets, checked for quality before anything is published.
Layer 3
Publish & Report
Direct WordPress publishing, live rank monitoring, and monthly reports that show exactly what moved and why.
Layer 1 - Technical

How we crawl and monitor your site

Every client site is crawled weekly using our internal crawler, which respects your robots.txt, checks a resolved IP against a blocklist before following each redirect (SSRF protection), enforces a politeness delay between requests, and operates under a shared global rate-limit. We never hammer a site.

Each crawl checks for a standard set of technical issues: broken internal links, missing or duplicate title tags and meta descriptions, pages blocked by noindex or robots.txt, redirect chains, missing canonical tags, Core Web Vitals regressions via PageSpeed API, and structured data errors via the Rich Results API.

Issues are logged to the client's dashboard and only surfaced in the monthly report if they're actionable. We don't pad reports with non-issues.

Rank tracking
Target keywords are tracked weekly via DataForSEO. We track desktop and mobile positions, track the SERP feature presence (Featured Snippet, People Also Ask, Local Pack), and monitor competitor positions on the same keywords.
Algorithm update monitoring
When Google confirms a core update, we run a before/after traffic comparison for all clients automatically and flag clients whose organic sessions moved more than +/-15% in the 30-day window after each update.
Google Search Console integration
We connect directly to GSC via OAuth and pull impression, click, CTR, and position data weekly. This is always the primary source of truth - not third-party estimates.
GA4 integration
GA4 is connected to track organic sessions, engagement rate, and goal completions. We specifically track the organic channel and organic landing pages - not total site traffic.
Layer 2a - Content Research

How content topics are chosen

Content is never published speculatively. Every piece targets a specific keyword with verified search volume, a difficulty score our model predicts the client's current domain authority can rank for, and commercial or informational intent that matches the client's business goals.

We pull keyword data from DataForSEO. For each candidate keyword, we check: monthly AU search volume, keyword difficulty, the top 10 SERP results (to understand what format ranks - listicle vs how-to vs product page vs editorial), and whether the client has existing content that already covers the topic.

  • No keyword cannibalisation: Before briefing any piece, we check the client's existing indexed pages. If a page already covers the topic and ranks above position 20, we optimise the existing page instead of creating a new one.
  • AU-specific targeting: We target Australian search intent by default - AU modifiers, AU spelling, AU regulatory context where relevant (e.g. "superannuation" not "401k").
  • Client approval before publishing: Every article is sent to the client for sign-off before it goes live. Nothing is published without a green light.
Built with the aid of advanced AI
We use advanced AI systems, including leading models from Anthropic, to help us create the best content and results for you - structured around a detailed brief that includes target keyword, intent, competitor analysis, required headings, and any client-specific style notes. It's how we deliver platform-scale output without platform-scale cost.
Layer 2b - Quality

What happens before anything goes live

Every piece of content passes through a three-stage review before publication:

Stage 1 - Automated checks
Flesch readability score (target: 60+), keyword density check, title tag pixel-width check (target: under 600px), meta description length, heading hierarchy validation, internal link minimum (at least 2 internal links from existing indexed pages).
Stage 2 - Human editorial review
An editor reviews for accuracy, tone consistency, E-E-A-T signals (does it demonstrate genuine experience?), factual claims that require a source, and anything that could expose the client to legal or reputational risk.
Stage 3 - Client approval
The draft is sent to the client with a one-click approval link. A safe "confirm" page is shown before any action is taken - so email scanner bots can't accidentally auto-approve content. Only after explicit approval does the piece enter the publishing queue.
Plus: live site changes
For meta tag changes, schema additions, or internal link edits to existing pages: the prior value is snapshotted before any change is made. All live-site mutations are logged with the timestamp and reviewer ID. Reversals are performed by us on request.
Layer 3a - Publishing

How approved content gets published

Approved content is published directly to the client's WordPress site via the WordPress REST API, using an Application Password scoped to a dedicated editor-role account we set up during onboarding. We do not require admin access and never store admin credentials.

On publish, we automatically: set the correct category and tags, add the primary keyword to the Yoast/RankMath focus keyword field, submit the URL to Google's Indexing API (where eligible), and add the new URL to our rank-tracking queue. The client receives a publish confirmation notification.

What we publish to
Currently: WordPress (self-hosted). Webflow, Squarespace, and Wix integrations are on the roadmap. If your site isn't WordPress, we prepare finished HTML files ready to copy-paste - no delay to your publishing schedule.
Layer 3b - Reporting

What you see every month and why

Monthly reports are generated and sent on the first Monday of each month, covering the previous calendar month. They're designed to answer two questions: what moved? and why?

  • Traffic summary: Organic sessions vs prior month and vs same month last year. Source: GSC + GA4.
  • Rankings movement: Keywords that entered the top 10, moved up or down more than 3 positions, or exited the top 20. New keywords discovered in the top 100.
  • Content published: Every piece published that month with its target keyword, word count, and current ranking position.
  • Technical issues: Any new critical issues found in the weekly crawl, with fix status (auto-fixed, queued for review, or requires client action).
  • Algorithm update impact: If a core update was confirmed during the month, a before/after comparison for this client specifically.
  • Next month plan: The keyword targets and content briefs queued for the upcoming month.
On "vanity metrics"
We deliberately exclude domain authority scores, raw backlink counts, and "estimated traffic value" from standard reports. These are easy to game and don't reflect real business outcomes. We focus on GSC clicks, organic revenue (where GA4 ecommerce is set up), and qualified leads from organic landing pages.
Honest limitations

What we don't do - and why

Transparency means being upfront about what we won't do, not just what we will. These are firm positions, not temporary gaps.

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Paid links or PBNsWe only build links through editorial outreach, digital PR, and relationship-based methods. Link schemes violate Google's guidelines and put your entire domain at risk.
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Cutting corners on qualityWe will not publish content that hasn't passed editorial review, regardless of volume targets.
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Guaranteed ranking promisesNo ethical SEO provider can guarantee specific rankings - Google's algorithm is not something anyone controls. We commit to process and transparent measurement, not fabricated guarantees.
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Keyword stuffing or thin contentContent is written for readers first. We won't publish a piece that exists solely to target a keyword with no genuine value to the person reading it.

Want to see this in practice?

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