Search Engine Optimisation Capabilities Assessment Tool

1. SEO strategy*

Do you have a comprehensive SEO strategy developed and regularly reviewed?

Passive

• No SEO strategy or plan in place
Initiated

• No review on SEO strategy conducted since its first development
Enabled

• At least one review and update of SEO strategy document

• Keep up to date with the latest search engine algorithm updates
Optimised

• Ad-hoc to regular review of SEO strategy especially after SEO audit and evaluation of ranking reports
Ideal

• Ongoing review and enhancements to SEO strategy

2. SEO keyword research*

How extensive and regular is your keyword research being conducted?

Passive

• Have not yet started doing any keyword research
Initiated

• Used at least one keyword research tool to gather a simple list of keywords and optimise key pages for organic search rankings
Enabled

• Maintain a well-organised keyword plan mapped to every page of the website
Optimised

• Keyword research extends to other marketing strategies, pulling insights from paid search advertising, social media, content marketing, and internal site search data

Ideal

•	Ongoing discovery of new keywords from every possible source including customer interviews, speaking to sales teams, competitor insights (keyword/content gap analysis), and advanced SEO tools

3. On-page SEO*

How optimised is the website to both humans and search engines?

Passive

• No active SEO on-page optimisation

Initiated

•	Basic keyword optimisation on some pages (e.g. SEO title, meta description, URLs, page content, images, etc.)
•	Local SEO (Google My Business Listing) set up and optimised (if applicable)

Enabled

•	Regular technical SEO audits (e.g. core web vitals, mobile-friendliness)
•	Search console set up with at least one third party technical SEO audit tool on auto-notification for technical issues

Optimised

• UI/UX principles applied and integrated with regular on-page SEO audits
• Regular internal linking audits and implementation aligned to achieve marketing goals
Ideal

• Entire product and marketing team (creative, social, ads, analytics, business) on board for ongoing SEO on-page optimisation

4. Off-page SEO*

How established is the brand in acquiring backlinks, earning mentions, and getting good reviews?

Passive

• No link building activities at all
Initiated

• Backlinking campaigns are occasionally executed
• Mainly submission type of backlinks acquired (e.g. directories, forums, guest posting, private blog networks)

Enabled

•	Strong partnerships are forged (business partnerships, influencer marketing campaigns)
•	Backlinks, reviews, and mentions are requested and acquired through a mixture of cold and warm outreach

Optimised

•	There are sufficient linkable assets distributed across search, social, and the web to earn backlinks
•	Backlinks, reviews, and mentions are earned through strong branding, consumer trust, and content authority

Ideal

•	All team members across various departments (marketing, business development, sales, product development, customer service) understand the importance of off-page SEO and integrate efforts to acquire and attract new backlinks on a consistent basis

5. SEO analytics and reporting*

Are there ongoing systems and processes for reporting SEO campaign performance (keyword rankings, conversions, organic search traffic) and return on investment?

Passive

• No SEO reports set up
Initiated

• Basic SEO reports set up (e.g. keyword rank tracking, Search Console)
Enabled

• Google Search Console is connected to Google Analytics and integrated with engagement and conversion reports
• Regular SEO reports generated reviewed with team
Optimised

• Able to attribute ROI on SEO efforts
Ideal

• Integrated reporting across all SEO tools, platforms, and digital analytics software to support ongoing optimisations to improve SEO campaign performance

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Certification Programmes

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Search Engine Optimisation Capability Assessment Tool

Answer 5 questions to measure your search engine optimisation capabilities.

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Thank you for taking the Search Engine Optimisation Capabilities Assessment Tool

Thank you for taking the Search Engine Optimisation Capabilities Assessment Tool

Thank you for taking the Search Engine Optimisation Capabilities Assessment Tool

1. SEO Strategy

2. SEO keyword research

3. On-page SEO

4. Off-page SEO

5. SEO analytics and reporting

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•	UI/UX principles applied and integrated with regular on-page SEO audits
•	Regular internal linking audits and implementation aligned to achieve marketing goals

•	Backlinking campaigns are occasionally executed
•	Mainly submission type of backlinks acquired (e.g. directories, forums, guest posting, private blog networks)

•	Google Search Console is connected to Google Analytics and integrated with engagement and conversion reports
•	Regular SEO reports generated reviewed with team