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

1. AREP
Framework

2. QUICK INTRO
• 2009 - Started my SEO journey as a
freelancer & eventually started an agency
• 2014 - Got my first job at Thrillophilia, then
Explara, and then some more
• 2018 - Started consulting top brands in India
and helped them execute SEO and bring in
results
• 2020 - I started the SEO Career Kickstarter
(SCK) program and trained 1000+ students
• 2023 - Partner/Director at Boring Marketing

3. • Audit
• Research
• Execution
• Projections
What is the AREP
Framework?

4. AUDIT
• The idea of the audit is to create a baseline for
any project and identify any issues.
• Tools you can use:
• Screaming Frog
• Ahrefs Site Audit
• Google Search Console
• Google PageSpeed Insights
• Potential issues you can uncover here:
• Crawling and Indexing issues
• Site architecture issues
• Rendering issues
• OnPage issues
• Canonicals

6. RESEARCH
• The objective of the research is to find all the
opportunities (demand) and assess the competitive
landscape (supply).
• Tools you can use:
• Ahrefs/SEMrush
• Alsoasked
• Keywordinsights
• Google
• What are you trying to do here
• Find all the possible opportunities throughout the
entire search intent funnel
• Asses the competitors (Keyword gap/Backlink gap)
• Cluster the keywords thematically

8. RESEARCH
• SEO is not a knowledge problem - it’s an execution
problem. Make an execution plan to fix all the issues
and capture all the opportunities.
• Create a full plan with start dates and end dates
• Tools you can use
• Gantt charts
• Project management tool (Clickup)
• Make sure you factor in
• Holidays
• Actual bandwidth available
• Ad hoc work

10. PROJECTIONS
• This is where the magic happens.
• Assumptions:
• Prioritize pages & therefore keyword clusters
• Calculate total addressable search volume
• Assume keyword rankings in no. 1 position in X
months
• Assume max 30% CTR (click through rate) once
keywords hit no. 1 position
• Assume traffic → sales conversion rate
• Average Order Value/LTV/
• Make sure you factor in
• Different scenarios

12. THANK
YOU!