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Equinet Academy > Search Engine Optimisation Capabilities Assessment Tool

Search Engine Optimisation Capability Assessment Tool

Answer 5 questions to measure your search engine optimisation capabilities.

Step 1 of 2

50%

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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Thank you for taking the Search Engine Optimisation Capabilities Assessment Tool

Your Capability Score is :
/5
Thank you for taking the Search Engine Optimisation Capabilities Assessment Tool

Your Capability Score is :
/5
Thank you for taking the Search Engine Optimisation Capabilities Assessment Tool

Your Capability Score is :
/5
Thank you for taking the Search Engine Optimisation Capabilities Assessment Tool

Your Capability Score is :
/5
Thank you for taking the Search Engine Optimisation Capabilities Assessment Tool

Your Capability Score is :
/5
1. SEO Strategy

Your score is: /5

Do you have a comprehensive SEO strategy developed and regularly reviewed?
Recommended Courses:
- Search Engine Optimisation
- Advanced Search Engine Optimisation
Recommended Services:
- SEO Services
Recommended Reading:
- SEO Step By Step Tutorial
2. SEO keyword research

Your score is: /5

How extensive and regular is your keyword research being conducted?
Recommended Courses:
- Search Engine Optimisation
- Advanced Search Engine Optimisation
Recommended Services:
- SEO Services
Recommended Reading:
- How to Do SEO Keyword Research
3. On-page SEO

Your score is: /5

How optimised is the website to both humans and search engines?
Recommended Courses:
- Search Engine Optimisation
- Advanced Search Engine Optimisation
Recommended Services:
- SEO Services
Recommended Reading:
- SEO On-page Optimisation Guide
4. Off-page SEO

Your score is: /5

How established is the brand in acquiring backlinks, earning mentions, and getting good reviews?
Recommended Courses:
- Search Engine Optimisation
- Advanced Search Engine Optimisation
Recommended Services:
- SEO Services
Recommended Reading:
- How to Do Link Building
5. SEO analytics and reporting

Your score is: /5

Are there ongoing systems and processes for reporting SEO campaign performance (keyword rankings, conversions, organic search traffic) and return on investment?
Recommended Courses:
- Search Engine Optimisation
- Advanced Search Engine Optimisation
Recommended Services:
- SEO Services
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