Creating a strategy

Write the strategy once, then turn it into work you can trace back to it.

Create a strategy

1. 1Open the client, go to the Strategy tab, and choose Create Strategy (or use New Strategy from the quick actions).
2. 2Write the executive summary: the current situation, the main problems and opportunities, and the business and SEO objectives.
3. 3Describe the current state: traffic, visibility, rankings, technical condition, content, links, competitors and AI visibility.

Objectives

Each objective has a description, KPI, target, current value, target date and status, such as increasing qualified organic traffic or improving rankings for commercial terms.

Workstreams

Break the strategy into workstreams, for example Technical SEO, Content, Digital PR, Link Building, Local SEO, Internal Linking, Keyword Strategy or LLM/GEO visibility. Each workstream has an objective, a rationale, a priority, KPIs and a status.

Versions and comments

A strategy is an editable document, not a form. Edits are saved as versions, so you can see who changed it and when and look at earlier versions. Comments can be marked Internal or Client-visible.

From strategy to tasks

Tasks created from a strategy keep the link back to it, so you can always answer why a task exists. See Creating tasks.