Capability standard · SEO
On-page Optimisation
v1.0Making a single page a better answer to the query it should win, without spoiling it for a reader.
Making one page match the demand it should win, without damaging how it reads.
Reference CAP-SEO-003
What each level asks of you
A verifier marks against these descriptors. Level 1 is free and self-directed; Levels 2 and 3 use credits and a human verifier.
L1
You can point to the parts of a page that a search engine uses to decide what it is about.
L2
You optimise a page for its target query, state the change in search data you expect, and measure whether it happened.
L3
You define the on-page standard a whole site is written and built to, and audit other people's pages against it.
What counts as evidence at L2
A before-and-after page with the change you made, the reason for it and the search data either side.
Evidence has to be work you did. It is attached to the request and read by the verifier — it is never published.
Role models that ask for this capability
SEO Manager
Essential to the role
L2 CaterpillarSEO Specialist
Essential to the role
L2 CaterpillarContent Writer
Desirable for the role
L1 LarvaMarketing Executive
Desirable for the role
L1 LarvaStandard due for review 2027-06-30. Levels are issued against the version current on the day they are earned.