3 frameworks that drive execution

About a year ago, I came out of a meeting with engineers about improving automations for content briefs. A few days later, someone on the analytics team — unrelated to those conversations — pinged me that they’d built a content brief generator using various data pipelines and APIs.

That’s when I realized “getting people to use AI” isn’t the hard part. Implementation and integration are.

Most SEO teams don’t struggle with access to tools; they struggle to prioritize efforts with outsized impact and align across the organization.

One team is experimenting with prompts, another is auto-generating briefs, and a third is building dashboards no one asked for, often stepping on each other’s toes. Each has something valuable to contribute, but much of it gets diluted by duplication and a race to execution.

Leadership wants speed. Legal wants caution. Developers want clarity.

The result is fragmentation, not the AI marketing transformation teams need. If AI is going to meaningfully change SEO performance, it has to be structured before it’s scaled. Otherwise, fragmentation only accelerates.

After working with large, complex organizations navigating this shift, I’ve found three frameworks that consistently prevent chaos and create momentum. Used together, they align vision, clarify what to automate, and turn prioritization into execution.

1. The AI SEO City: Alignment before acceleration

The biggest obstacle in AI adoption is coordination. SEO already sits at the intersection of engineering, content, analytics, product, and brand. Now, with AI search and the rise of social search, add organic social, conversion rate optimization, affiliates, and creative to the mix. 

AI touches all of these surfaces, but it’s too much for any one person or team. Without a shared mental model, groups move independently, duplication creeps in, and accountability blurs — turning AI into an arms race instead of a productivity driver.

Leading large teams and working with many Fortune 100 executives, I’ve seen how analogies help teams quickly grasp complex ideas. Research supports this: analogies improve understanding and the transfer of ideas across domains. When teams map new concepts onto familiar structures, alignment accelerates.

Enter: the AI SEO City. Instead of explaining AI as a series of tools and experiments, imagine your SEO ecosystem as a city.

Your website (also known as SEO house) no longer exists in a silo. Technical SEO is the foundation. Content hubs frame the rooms. Off-site SEO is the curb appeal. User experience is the staging. 

With AI search, that house now interacts with a broader city in a more integrated way. Platforms like TikTok, Reddit, YouTube, and Amazon influence the answers AI systems produce.

To succeed in AI search, this city needs a strong planner to advocate for budgets, plan what’s next, and maintain what works. The SEO team is the planner, while other teams build and manage their own “buildings.”

The shift from analogy to action is ownership. Every major platform becomes a building. 

• YouTube strategy lives in the Discovery District and the YouTube building. 
• App store optimization lives in Solution Square, spanning the Apple, Google, and Creative buildings. 
• AI infrastructure and API connections sit in the Engineering Grid. 
• Analytics runs the Control Tower. 

Each building has a lead, KPIs tied to business outcomes, AI-enhanced workflows, and a roadmap — making AI implementation tangible, accountable, and coordinated.

2. SOAR: Deciding what to automate without breaking what works

Once vision is clear, most teams make the same mistake: they try to automate everything. Automation without discernment and process creates fragility. 

If the sole person who built that automation leaves, you’re leaving the business and your work at risk. SOAR provides a filter for intelligent adoption.

SOAR stands for:

• Streamline the basics. 
• Orchestrate your team. 
• Automate monotony.
• Reposition focus.

Streamline the basics

Before layering AI on top of chaos, it’s important to have standardized processes (e.g., repeatable briefs, aligned reporting to business KPIs, etc.). Organizations capturing the most value from AI had already digitized and standardized core workflows, McKinsey’s 2023 State of AI report. 

This has been my experience firsthand. The best and easiest automations to stand up are ones that speed up a defined manual process. So much so that we’ve made a rule as a team to never attempt automating something without doing it manually first.

Orchestrate your team

AI adoption is cross-functional. To manage it successfully, it’s crucial for SEOs to orchestrate teams across the organization. Take the ownership defined in the AI SEO City to clarify review processes, QA ownership, publishing governance, etc. 

Get stakeholder buy-in on establishing consistent cadences: weekly SEO syncs with rotating teams and purpose, monthly performance reviews, and quarterly roadmap alignment. Predictability reduces resistance.

Automate monotony 

AI is helping people save about 4 hours per week. That’s about 200 hours per year — the equivalent of 5 weeks.

This means using AI for metadata drafting, monthly reporting insights, FAQ expansion, internal link suggestions, keyword clustering, and SERP analysis, so you can spend more time executing high-impact tasks. 

Don’t automate strategic judgment, brand nuance, or prioritization. If the task is repetitive, rule-based, and can be mapped as a decision tree, automate it. If it requires business context and trade-offs, augment it.

Reposition focus

AI implementation should free strategists to coordinate across teams, build bridges between strategy and business impact, map enhanced customer search journeys, and anticipate AI search shifts. 

Google has reported billions of monthly AI Overview users, fundamentally changing how queries surface. Now isn’t the time to be manually writing metadata. Now is the time to be building your AI SEO City. 

The SOAR framework allows you to create repeatable and winning steps for your org, while also determining what could be automated in the long run. This allows you to reposition your focus on higher-impact items that will drive business results, and secure your team firmly, no matter the “AI efficiencies” that are bound to happen at some point.

3. RISE: Strategic prioritization before execution

Even with alignment and intelligent automation, chaos returns the moment prioritization gets sloppy. Deliverables, audits, and meetings aren’t strategy. 

Strategy requires intention, trade-offs, and sequencing. Without that discipline, AI doesn’t create leverage. It accelerates randomness.

RISE stands for:

• Reach.
• Intent.
• Scale. 
• Execution. 

It’s the framework I use to pressure-test whether an initiative deserves resources.

Reach: Size the prize with intellectual honesty

Reach forces you to quantify the upside before you build anything. Move beyond “this feels big” or “AI is trending” and focus on an actual modeled opportunity, grounded in questions such as:

• How many users does this impact?
• How much nonbrand demand exists on that platform or within that product category?
• What percentage of that demand are we realistically positioned to win?
• What revenue and margin sit behind it?

If a team wants to build an AI-powered content expansion engine, reach means modeling the following:

• Total addressable search demand by journey stage.
• Current visibility share versus competitors.
• Incremental traffic potential at realistic ranking assumptions.
• Downstream conversion or assisted revenue impact.

If you can’t articulate the business upside in numbers, it doesn’t move forward. This filter alone eliminates most vanity AI projects labeled as innovation. Most importantly, it shows your leadership and strategic decision-making, not just tinkering. 

Reach answers a simple question: Is the juice worth the squeeze?

Intent: Solve the right problem

Strategies focused on search volume without intent alignment are noise. AI search systems are increasingly compressing generic content and rewarding depth, clarity, multimedia and multimodal formats, and problem-solving.

Intent forces you to slow down and ask: 

• What is the user actually trying to accomplish, and what is their process for accomplishing it? 
• Are they:

• Exploring a concept?
• Comparing solutions?
• Looking for implementation guidance?
• Trying to justify a purchase?
• What tools and platforms are they using in their search?

Operationally, this means mapping initiatives to customer search journeys before generating a single asset. 

• Speak to customers or prospects. 
• Analyze AI Overviews. 
• Study People Also Ask clusters. 
• Review how competitors structure content depth. 
• Identify whether the opportunity lives in discovery, consideration, or conversion.

If you misunderstand the moment in the journey, no amount of automation saves you.

Intent is where strategy shifts from keyword targeting to experience design. AI doesn’t reward content volume. It rewards clarity of purpose.

Scale: Will this compound or phase out?

A strong initiative shouldn’t win once. It should win repeatedly.

Scale asks whether the idea can become part of the operating system or if it depends on major effort each time.

In AI-driven SEO, scale is structural. Think: modular content frameworks, reusable schema logic, repeatable internal linking patterns, automated QA checkpoints, and integrated dashboards tied to business KPIs.

If an initiative can’t be repeated predictably, it’s a tactic rather than a strategy. Compounding visibility doesn’t come from one brilliant campaign. It comes from systems that run weekly, monthly, and quarterly.

Execution: Embed it where work actually happens

This is where most organizations stumble. A well-prioritized initiative that never enters a workflow is just a well-articulated idea. Ideas alone don’t drive results.

Execution means translating strategy into tickets inside the systems where work already happens (e.g., Jira, Azure DevOps, Asana, or whatever your team uses). It means defining acceptance criteria before development starts, assigning accountable owners, estimating effort, setting QA checkpoints, and predefining how success will be measured.

Execution also means integrating AI outputs into existing governance:

• Who reviews AI-generated drafts?
• Who signs off on schema?
• Who owns rollback procedures if something breaks?

Automation without accountability is operational risk.

The most sophisticated AI model in the world won’t save a poorly operationalized strategy. But a well-prioritized initiative, embedded into existing workflows, creates momentum that compounds quarter after quarter.

When RISE is applied rigorously, something interesting happens. The number of AI ideas decreases, but the quality increases. Teams stop chasing novelty and start building durable systems. Instead of debating which tool is best, the organization debates which opportunity is worth pursuing.

The shift from experimentation to intentional prioritization is where AI stops being chaotic and starts being transformative.

Structure matters more than speed for AI in SEO

The AI SEO City creates shared vision and ownership. SOAR determines what to automate and how to redeploy attention. RISE ensures prioritization aligns with opportunity and scales operationally.

AI is an accelerant. Without structure, it accelerates confusion. With structure, it accelerates compounding visibility. The teams that win won’t be the ones producing the most AI content. They’ll be the ones building the strongest systems.