7
Components in the finished document
SEO Roadmap
A sequenced, resourced plan with owners and dependencies, built so it can be funded and tracked rather than admired.
Where This Sits
2
Measured directly, not asserted
4
Pieces that carry my judgment
This is a Direction deliverable, which means it turns findings into a sequence. It is the unit of scope: it can be commissioned on its own, priced on its own, and accepted on its own, whether or not anything else is bought alongside it.
It is not a package and not a retainer. It is one document with 7 components, and the list below is the whole of it.
What Is Inside It
Every component is listed with the one sentence that says what it is. They are grouped by how each one is produced, because the difference between a number a tool gave me and a number I decided matters more than most reports admit.
Measured
Pulled straight from tools and logs. No interpretation, so you can re-run any of it yourself and get the same numbers.
- Effort estimate table
- Engineering, content and analyst effort per initiative, in the units the client's team actually plans in.
- Owner assignment table
- The named person accountable for each item, on the client's side and mine.
Computed
Built by combining the measurements above. Every figure states the inputs it came from.
- Quarter allocation chart
- Initiatives distributed across quarters against available capacity, showing what does not fit.
Judged
My reading of the evidence. This is the part you are actually paying for, and the part you are entitled to argue with.
- Sequenced initiative list
- Every initiative in execution order, each with its dependency and its reason for sitting where it sits.
- Dependency map
- What must happen before what, so the sequence cannot be reshuffled by accident.
- Expected impact range
- A low, likely and high outcome for each initiative, with the assumptions behind each.
- Assumptions statement
- Every assumption the analysis rests on, named so a reader can challenge it.