Engineering Progression Framework

Search Engine Optimisation & Semantic Web (iSEO)

This is an elective skill. You may choose this as one of your required quota from the focused technical category.

Understanding technical features that impact search engine results, as well as other machine-readable structured data used for tracking or rich snippets.

LVL 3 - Engineer II

Understands and implements basic SEO features, tracking, and structured data.

• prioritises common positive factors for SEO, such as semantic HTML, meta tags, page speed, sitewide SSL, and accessibility.
• avoids common negative factors for SEO, such as poor page speed, infinite scrolling, and server errors.
• is aware of sitemaps and roughly how they work.
• addresses feedback from generated reports that suggest improvements to SEO or semantic web implementation.
• can set up tracking for an application and set up tracking events for user visits and interactions for use with tracking tools such as Google Analytics.
• able to implement, configure, and test a data layer for use with tracking tools, such as Google Tag Manager.
• able to implement, configure, and test structured data for types of pages in Inviqa's portfolio, such as product or content pages.

LVL 4 - Senior I, TTL, SEM

Understands and implements advanced SEO features, tracking, and structured data. Performs audits and documents findings.

• understands the impact of human-readable URLs and subdomain URL formats on SEO.
• able to manage URL rewrites with redirects and 301 or 302 HTTP status codes as appropriate.
• generates XML sitemaps for applications using platform configuration or custom implementation.
• can manage crawler traffic to indicate whether pages should be indexed or followed, for example using robots.txt file.
• able to compile a report with recommendations on SEO or semantic web implementation.
• knows the advantages and disadvantages of adding microdata inline versus in a data layer, for example with JSON-LD.
• knows how to implement features with multiple structured data protocols, such as Schema and Open Graph.
• able to implement, configure, and test microdata for applications, such as search engine rich snippets and Twitter Cards.
• understands how client-side rendered content can impact SEO.

LVL 5 - Senior II

Defines work for SEO, tracking, and semantic web topics, guiding others to complete it. Understands considerations and proposes solutions for complex cases such as client-rendered content and multilingual sites.

• provides guidance to their clients and team on good SEO and semantic web approaches, especially when planning features and reviewing others' work.
• reviews existing content and functionality to proactively identify where improvements can be made in this area.
• can implement SEO-friendly infinite scrolling.
• reduces the negative impact of client-side rendered content on SEO by implementing server-side rendering or pre-rendering.
• understands the negative impact of multiple URLs referencing the same resource, and can mitigate these issues with the canonical meta tag.
• helps search engines understand multiregion and multilanguage sites with the hreflang meta tag.
• considers multiple search engines and how they may differ in SEO requirements.

LVL 6 - Principal

Guides multiple teams on SEO, tracking, and semantic web topics, advising on approaches and setting best practice. Works directly with clients and third parties to identify needs and define requirements.

• guides multiple project teams on how SEO and semantic web features are implemented, advising clients on how this impacts their site.
• is aware of industry best practice for SEO and semantic web features, and shares notable changes with the engineering team.
• advises clients on the impact of page content on SEO, and recommends best practice in this area.