The AREP framework provides a process for search engine optimization (SEO) projects that includes four main steps: 1) Audit - Creating a baseline by identifying any issues using tools like Screaming Frog and Google Search Console. Potential issues uncovered include crawling, site architecture, and on-page problems. 2) Research - Finding opportunities and assessing competitors using tools like Ahrefs and SEMrush to identify keyword gaps and backlink gaps. Keywords are clustered thematically. 3) Execution - Creating an execution plan with start and end dates using tools like Gantt charts and Clickup to fix issues and capture opportunities while factoring in bandwidth, holidays, and ad hoc work. 4) Projections - Prior