Overview
Setup collected the facts. These five stages turn them into a strategy: the research runs, you make two selections and confirm one map, and the deliverables generate from what you confirmed.
The left rail keeps counting through all of it, so you can always see which stage you're on. Two of the five need a decision from you, Pick Keywords and Pick AI Prompts, and one needs a confirmation. The rest runs on its own.
Everything is saved against your website as it happens. Closing the tab doesn't stop a run, and the page you left is reachable again from your project.
Analyze
The paid run, and the longest wait in the product: three to five minutes.
Three things happen, and the progress list names whichever is current: we crawl your site, pull the keywords your site and your competitors already rank for in each market you selected, and research the wider keyword set. The graded audit is not part of this stage; it runs only when you start it (see below).
The crawl covers 200 pages by default, with a 500-page ceiling. See audit scope. Progress on that stage is real (n of m pages); the others show as in-flight because their progress can't be measured precisely mid-run. If the crawl retries, the bar holds its last position rather than inventing movement.
You don't have to watch it. The run continues if you close the tab, and the results are saved to your account.
Pick Keywords
The most important decision in the strategy. What you confirm here becomes your keyword map, your sitemap, your content plan, and every deliverable after it.
The list is sized to your website: a Small Website researches 25 candidates and lets you select up to 10, a Growing Website 50 and 30, and so on up the tiers. You can change the size in the analysis settings.
Two things about the list are easy to misread:
- The count is distinct topics, not rows. Near-duplicate phrasings are folded into one and marked +N variants, so no two of your pages end up chasing the same term. A run that showed 87 rows for 25 real topics was selling spelling variants as opportunities.
- A warning above the list is worth reading. If the competitor corpus came back from the wrong industry, a warning appears here so it doesn't silently shape the keyword selection.
A brand-new site that ranks for nothing never lands on an empty list. If the research leaves nothing after relevance filtering, starter keywords are researched on their own, round by round: from what you sell, then from the searches judged on earlier steps, then from broader versions of what you sell. In a niche so small that no search data exists at all, the list starts from your own offerings and says so.
Cut ruthlessly. A keyword you have no intention of writing for is noise in every report from here on. If the run came back with little you can use, Re-run analysis repeats it with the same domain, competitors, and markets.
Free accounts get one limited strategy: up to 10 keywords, 5 AI prompts, and keyword mapping for 15 priority pages. Paid plans have no cap on how many of the researched keywords you keep.
Pick AI Prompts
The questions people ask ChatGPT, Gemini, Claude, Perplexity, and Google AI Mode instead of typing keywords, generated from your services, your competitors, and the keywords you just selected.
They're all pre-selected, and on a paid plan there's no limit on how many you keep. Each one you keep becomes an AI-search angle: it's mapped to a page, appears in your keyword map, and shapes the recommendations in your Content and Build Manual.
Remove the ones that don't match how your customers actually ask. Regenerate redraws the whole set if the batch is off. If the AI can't write them, you still get plain questions built from your selected keywords ("best ... in your market", "how much does ... cost") rather than an empty step.
Keyword Map
Every keyword gets a page, and every page gets a job. We read your existing sitemap, match your selected keywords to the pages you already have, and propose new pages where there's a gap. The result is one table, plus a suggested sitemap you can see as a diagram.
Rows fall into two kinds: pages that exist and should be optimised for a term, and pages that don't exist yet and should be created. Both carry the primary keyword, the supporting terms, and the AI prompts assigned to them.
Confirming the map is what moves you on to the Sitemap Illustration, which is drawn from the version you just confirmed.
If we can't find your pages from the sitemap, the screen offers another way to discover them rather than proceeding on an empty map.
Sitemap Illustration
The same plan as a shape: your homepage, the key pages beneath it, their sub pages, and the supporting content and blog posts that sit under those. It's drawn from the Keyword Map you confirmed on the previous stage, which is why it comes after it rather than beside it.
This stage is about structure, not keywords: where a page sits and what it sits under. The keyword each page targets was settled on the Keyword Map, and isn't asked again here.
You can expand the tree to edit it inline, or open the full-page canvas and drag pages to restructure them. Both edit the same sitemap, so it doesn't matter which you use. Rename a page, move it under a different parent, or add one that's missing.
Confirming the sitemap unlocks the last stage. On-Page SEO Mapping and the Content Calendar are both built from the confirmed map and structure, so they stay locked until you approve both.
On a free strategy preview (a new workspace that has not chosen a plan yet), this stage and the map before it show in full: every page, every AI keyword, the sitemap and the diagram. Buttons that cost credits, such as fetching keyword metrics, open the plan choice instead of running.
Your Strategy
The outputs. Two cards, and both start generating on their own the moment you arrive:
- On-Page SEO Mapping & Internal Linking: per-page meta titles, descriptions, H1s and keyword targets, plus internal-linking recommendations.
- Content Calendar: the scheduled content plan, page optimisations and supporting articles, each with its target keyword and AI prompts. Open Build Manual (Google Sheet) on the card opens the full build manual.
If one fails, Generate what is missing retries whatever is not done yet, and a failure in one card doesn't hold up the other.
Each card can be refined: tell it what's wrong and it regenerates with your note applied, rather than making you edit the output by hand.
When both are done, a completion card lists what you now have. The Graded SEO Audit sits on that list as optional: it is not part of the strategy and does not start on its own. Run it from the website's Site Audit page with Run SEO audit. See read your audit report.
Your content is already scheduled on the Content Calendar by then. Turn on Auto-write there and the drafts write themselves each night, or write any of them by hand.
On a free strategy preview, both cards still generate, and the stage ends on Go to my project. Inside the project, the Keyword Map, On-Page and Content Calendar pages show the first half of each section until you choose a plan; the rest, and the downloads, unlock with it. Each workspace gets one free preview, and a second strategy needs a plan.
Connecting your website so content publishes automatically is the last job, and it's a task on your dashboard rather than a step in this flow. At this point you're a customer with a finished strategy, not someone halfway through a form.
Troubleshooting
The analysis doesn't finish. See Audit failed, timed out, or came back empty.
Few or no usable keywords. Almost always the market or the business description from setup. Fix them in settings, then use Re-run analysis.
A deliverable failed. Select Generate what is missing. The other card is unaffected.
You want to change a setup answer. Editing the business description, market, or audiences in settings doesn't retroactively change research that already ran, so re-run the analysis after changing them.
Related guides
For what shipped recently, see the changelog.