AI Workflows

How the system works

Three things sit behind every piece of work we deliver and they work together.

Content

Content runs through three connected workflows: audit, creation and optimisation. They can be taken on their own or together, so the work matches what the organisation actually needs.

A content audit pulls every published page through the research stack: the current search results for its target keyword, competitor movement, cluster context and measurable performance through the analytics connections. Each page is scored against a seven dimension quality framework, then classified so the response is decided by evidence rather than opinion. The output is a prioritised action plan of fifteen to twenty five pages, a content inventory with the recommended action per page and a one page summary for stakeholders who need the headline.

Content creation runs a structured pipeline. Each piece begins with a brief built from live search intelligence, competitor content and search intent, then a first draft in the calibrated brand voice. Different content types route through different production workflows so the structure fits the format, whether that is a blog article, a landing page, a case study or a whitepaper. Every draft takes substantial human editing before editorial review, senior review where the work calls for it and client approval. Publication covers the page, its schema, internal links, image assets and every signal search engines and AI platforms use to rank and cite it. Performance is tracked at thirty, sixty and ninety days and fed back into the next brief.

Content optimisation runs in sprints of two to four weeks across a defined batch of pages. Each page is diagnosed and matched to one of five actions: update, refresh, rewrite, consolidate or retire. Applying the wrong action is the most common way agencies waste a refresh budget. The classification prevents that.

Paid Media

Paid media is where the platform references do the most work. Behind the service sit more than forty instruction sets and a reference for each of Google, Microsoft, LinkedIn and Meta.

A new account runs through discovery and audit, then a campaign build documented in full before anything goes live. The build is produced through the platform APIs to match the plan exactly, then checked by the specialist, signed off internally and walked through with the client. Campaigns stay paused until the client approves them and the agreed launch date arrives. A build being ready is not a reason to launch it early.

Once live, every managed account gets a daily check, every day, for the life of the account, running at greater depth through the first weeks after launch. The daily check reviews search terms, budget pacing, bidding, ad status, tracking and quality against the platform reference and proposes actions. The specialist decides which to apply. Every account gets a monthly performance audit and a quarterly business review as well, against the same framework each time.

The principle that runs through all of it is total human control. The workflow analyses and recommends. Nothing is changed on a live account automatically or silently. Every change goes through the specialist who owns the account.

Web

Web design and development is led by engineers, not by an AI workflow. Sites are built bespoke on WordPress, without page builders or templates, to standards for performance, accessibility and long term maintainability. AI workflows support the work where they add value, in research, structured analysis and the shared brand foundation, but the build itself is craft led by the team. Where an engagement crosses into content or search, the same brand foundation and workflows carry across, so the site, its copy and its search strategy speak with one voice.