Our process, end to end
The 10 steps behind every piece we ship
This is the full production line, not a highlight reel. Every article moves through the same sequence, whether you order two pieces a month or run a fully managed program.
01Topic Cluster Architecture
Before a single title is chosen, we map your topics into pillar-and-cluster structures tied to your service or product pages. Each cluster gets a purpose (which page it feeds authority to, which stage of the funnel it serves), so every future piece has a strategic reason to exist, not just a publish date.
02Keyword & Intent Brief
Each piece gets a written brief: target keyword, verified search intent from the live SERP, competitor gaps, required structure, FAQ questions, and the internal links it must carry. Writers work from this document, not a bare keyword and word count. The sample brief above shows exactly what that looks like.
03Writer Assignment by Subject
Writers are assigned by relevant industry or subject-matter background, not pulled from a generalist pool. A legal-content piece goes to a writer with legal-content experience; a SaaS piece goes to someone who has written for SaaS buyers. Familiarity with the subject shows up in the draft, and in the rankings.
04Draft (AI-Assisted Research, Human-Written)
The writer produces the draft. We're transparent about tooling: AI-assisted tools are sometimes used for research or first-draft speed, but a person writes, shapes, and owns every piece. Nothing publishes on autopilot. Google's guidance is process-agnostic on this; what matters is whether the finished content is genuinely useful.
05Human Edit & Fact-Check
A human editor reviews every draft for accuracy, voice, and usefulness before you ever see it. Claims are checked against sources, weak sections are sent back, and anything that reads generic gets rewritten. The editor has authority to reject a draft outright: that's the quality gate, not a spell-check.
06Originality Check
Every piece runs through an originality check before delivery, standard practice rather than an add-on. This protects you from duplicate-content risk and from accidental overlap with competitor material, and it gives you a clean paper trail that everything you publish under your brand is yours alone.
07On-Page & Schema Layer
Title tag, meta description, header hierarchy, image alt text, and keyword placement are finalized against the brief, and the appropriate schema markup (Article, FAQ, HowTo where relevant) is prepared for the page. The piece arrives publish-ready, not as raw prose someone still has to optimize.
08AEO Formatting Pass
A dedicated pass structures the piece for answer engines: a direct-answer paragraph under each major heading, FAQ schema on relevant questions, and short, quotable passages an AI system can lift cleanly. This is what makes content eligible to be cited by AI Overviews, ChatGPT, and Perplexity, not just ranked.
09Publish & Internal Linking
On publish, the piece is wired into its cluster: links added from existing related posts, links out to the pillar and money pages it supports, and orphan checks run so nothing floats unconnected. Internal linking is where clusters compound; skip it and ten related posts end up competing instead.
10Track, Decay-Monitor & Refresh
After publish, every piece is tracked for rankings, traffic, and assisted conversions. A decay monitor flags posts losing positions, and scheduled refresh cycles update statistics, re-verify intent against the current SERP, and re-run the AEO pass, because a refreshed post usually recovers faster than a new one earns.