Capability standard · SEO
SEO Strategy and Roadmapping
v1.0Choosing where a site should try to win search, and in what order to do the work.
Deciding where a site should compete over coming quarters, in what order, and against what targets.
Reference CAP-SEO-004
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 explain what the keyword gap between two sites shows and does not show.
L2
You build a quarter's roadmap from demand, difficulty and what the business can actually deliver, with the targets written down.
L3
You set multi-quarter strategy across a portfolio, including the trade-offs and the forecast a leadership team funds.
What counts as evidence at L2
A roadmap with your prioritisation, the forecast behind it and what you chose not to do.
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
L1 LarvaStandard due for review 2027-06-30. Levels are issued against the version current on the day they are earned.