Capability standard · Digital Marketing
Search Intent and Keyword Planning
1.0.0Build search-topic clusters against intent and commercial objectives.
Build search-topic clusters against intent and commercial objectives.
Reference SKL-DM-002
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
Applied knowledge and sound judgement on workplace scenarios
L2
Independent work evidence plus live oral defence and human review
L3
Complex independent expert judgement with panel adjudication
What counts as evidence at L2
Work artefact and reviewer-confirmed oral defence required to substantiate L2
Evidence has to be work you did. It is attached to the request and read by the verifier, and it is not published.
Role models that ask for this capability
Digital Marketing Executive
Essential to the role
SEO Specialist
Essential to the role
Standard due for review on the published cadence. Levels are issued against the version current on the day they are earned.