Core concepts

Iterant's docs and dashboard use a small set of nouns consistently. This page defines them.

The shape of it

Organization          your company or agency; the billing entity
└── Workspace         a grouping inside the organization
    └── Brand         one website, one voice, one calendar
        ├── Themes              clusters of related work
        ├── Page opportunities  what to build next, and why
        ├── Pages               what got built
        └── Playbooks           reusable workflows the agent runs

Almost everything you touch day to day is scoped to a single brand.

Organization

The organization is the top-level tenant: your company, or your agency. It owns the plan and the members. You sign in to an organization, and you can belong to more than one.

Under it sit one or more workspaces, a way to group brands by client, project, or business unit. Most teams have one. Every brand belongs to exactly one workspace, and a workspace belongs to exactly one organization.

Workspaces do not currently restrict access. Any member of your organization can reach every brand in it, whichever workspace the brand sits in.

Organization-level settings (members, plan) live outside the brand navigation, under your account. Brand-level settings live under Settings inside each brand.

Brand

A brand is the working unit of Iterant. One brand means one website, one design system, one voice profile, one editorial calendar, one set of pages.

If you run several sites, whether separate products, separate markets, or an agency's client roster, each gets its own brand. They share nothing: separate knowledge base, separate media library, separate calendar, separate publishing capacity.

Switch between brands with the brand switcher in the top-left of any brand page. It also lives at Select a Brand if you land there directly.

Brand status

While a brand is being onboarded it carries a status, shown as a badge next to its name in the brand switcher and on the brand-selection screen:

See Adding a brand for what happens during each stage.

The brand slug in URLs

Every brand has a slug, a short URL-safe name derived from its website when the brand is created. It is the first segment of every dashboard URL for that brand:

/{brandSlug}/home
/{brandSlug}/coverage-map
/{brandSlug}/settings/capacity

So when the docs say "go to Coverage map", the address bar reads /acme/coverage-map for a brand slugged acme.

The slug scopes the dashboard and identifies the brand's site, so it is fixed: once a brand's site has been deployed, its slug does not change. Switching brands rewrites the slug in your current URL, so you stay on the same screen for the new brand wherever that's possible.

Page

A page is something Iterant built and, eventually, published. It is real page code, sections, copy and styles, rendered in your brand's design system and served from your domain.

Pages move through a lifecycle you'll see reflected in status pills across the dashboard:

Canvas is the editor. Open a page there and you work section by section: rewrite copy, swap images, change CTAs, or ask the agent to regenerate a section for you.

Page opportunity

A page opportunity is the unit before a page: a proposal to build something, with the reasoning attached. Each opportunity carries:

• Draft title: what the page would be called.
• Primary keyword: the search it targets, plus secondary keywords.
• Intent: Informational, Commercial, Navigational, or Transactional.
• Search volume and competition (Low, Medium, or High competition).
• Priority score: how much the agent thinks this is worth doing next.
• Evidence: the sources behind the claim, so you can check its work.
• Theme: the cluster it belongs to, if any.
• Role: Pillar, Spoke, or Standalone.

Pillar, spoke, standalone

A pillar is the anchor page for a theme; spokes are the pages that hang off it. A spoke can list its pillar as a prerequisite, and the scheduler publishes them in that order. Standalone pages belong to no cluster.

Pillars are more work than spokes, so capacity settings count them separately: a pillar consumes two slots, and Max pillars per week caps how many the scheduler will start.

New vs optimize

Some opportunities recommend rewriting a page you already have, when the agent judges that a stronger version of an existing page beats a new one.

Opportunity states

An opportunity is discovered, then enriched with evidence, then marked ready, then scheduled onto the calendar. From there its page takes over the lifecycle above. You can dismiss an opportunity you don't want, with a reason: off brand, wrong angle, duplicate, wrong intent, low priority, and so on. The agent uses those reasons.

Theme

A theme is a named cluster of related opportunities and pages, such as "Payments Foundations", "Competitor Comparisons", or "Compliance". It gives a pile of keywords a topic you can plan around.

Themes matter in two places:

• The Editorial calendar color-codes slots by theme and gives you a filter row, so you can see whether one topic is crowding out the rest.
• Min interleave (days) in capacity settings enforces a minimum gap between publications from the same theme.

A theme is Active, Paused, Completed, or Archived.

Coverage map is organized by buyer stage rather than by theme. Its columns are Educate (first question), Evaluate (comparing options), and Convert (final action), split into what you already have live and what demand is still open. Themes appear there as topic labels on the openings.

Playbook

A playbook is a reusable workflow your agent can run end to end. Start from a proven template, then run it whenever you need it.

Playbooks show up in two places:

On Home and behind Add a Page, the built-in page playbooks. Each asks for the few specifics it needs, then produces pages:

Every one of them takes an optional free-text field for anything else the agent should know, such as sales notes, objections, pricing context, or past results. Fill it in.

Under the Playbooks nav item, your own library. New playbook lets you either Create in a chat, describing what you want in conversation, or Create manually. Saved playbooks can be run on demand or put on a schedule.

How it all connects

Reading the loop in nouns:

1. Iterant analyzes a brand, producing knowledge, a brand voice, and a design system.
2. The agent finds page opportunities and groups them into themes.
3. Opportunities get scheduled onto the editorial calendar, paced by your capacity settings.
4. Each scheduled opportunity becomes a page, drafted by the agent.
5. You review it in Canvas and approve it, and it publishes to your domain.
6. Search Console, Analytics, Visibility, and Visitors feed the next round of opportunities.

A playbook starts at step 4 with a shape you already know you want. A chat does the same in plain language.

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