SOW SEO/CRO Coverage Tracker — PADI Digital Overhaul

SOW #43245517197 · Axelerant × PADI Worldwide · Each card shows verbatim SOW language — click to see coverage across tracker and marketing strategy

📋 Task Tracker v14 📊 Marketing Strategy PPT (Apr–Dec 2026) 📄 SOW #43245517197
Commitment met
Partially met
Gap — not addressed
SEO commitments
Met "Lay the technical groundwork for SEO / GEO / AEO and future CRO programs. All pages must pass Core Web Vitals: LCP <=2.5s, INP<200ms, CLS<0.1 and have appropriate data schema markups." §1.1.1(d) ▼
Tasks in tracker
In ReviewTrackerRun technical SEO crawl baseline for padi.com (Drupal side) · Shivani, Neha
In ReviewTrackerRun technical SEO baseline for blogs (blog.padi) · Shivani
In ReviewTrackerRun technical SEO baseline for blogs (pros-blog.padi) · Shivani
In ReviewTrackerCurrent SEO Status · Shivani
In ReviewTrackerCurrent SEO Performance Overview — top 314 URLs, keyword rankings · Shivani
CompletedTrackerSEO Rankings Dashboard — country-level keyword ranking · Shivani (10 Apr)
SuggestedTrackerBuild sprint SEO/AEO acceptance checklist (due 5 Jun) · Shivani
Not startedTrackerSchema Markup Recommendation and Implementation · (no owner/deadline assigned)
Update: Sprint SEO/AEO acceptance checklist added as Suggested (due 5 Jun) — this is the enforcement mechanism for CWV and schema standards per template. Schema Markup Recommendation & Implementation still has no owner or deadline assigned — needs to be activated.
Met "Technical and content SEO audit plus prioritized fixes to strengthen its role as a discovery engine on PADI.com and MyPADI." (Scubadiving.com) §1.1.1(4c) ▼
Tasks in tracker
CompletedTrackerReview scubadiving.com as discovery engine baseline (top pages + referral behavior) · Shivani, Prasanna
CompletedTrackerAudit high SEO traffic pages with weak conversion signals (Scuba + PADI) · Prasanna, Shivani
In ReviewTrackerAnalyze referral traffic between Scuba & PADI ecosystem (intent-based) · Shivani
In ReviewTrackerAEO technical content audit — Scubadiving.com (due 16 Apr) · Shivani
In ReviewTrackerBacklink Audit — Scubadiving.com (due 16 Apr) · Shivani
In ReviewTrackerScubaDiving.com Intent Segmentation Audit (due 11–14 May) · Shivani
Not startedTrackerCross-Link Strengthening & CTA Implementation · (no owner/deadline assigned)
Update: Discovery engine baseline and high-traffic page audit both Completed. Intent Segmentation Audit In Review. Cross-Link Strengthening & CTA Implementation still needs an owner and deadline before it can be considered active.
Met "Migrate blog.padi.com and pros-blog.padi.com into Drupal, under padi.com/blog and padi.com/pros-blog, including content, media, redirects, and taxonomy consolidation." §1.1.1(3a) ▼
Tasks in tracker
In ReviewTrackerContent Audit — blog.padi (due 8 May) · Shivani
In ReviewTrackerContent Audit — padi.com (Drupal side) · Shivani
In ReviewTrackerContent Audit — pros-blog.padi · Shivani
In ReviewTrackerAEO technical content audit — blog.padi.com · Shivani
In ReviewTrackerAEO technical content audit — pros-blog.padi.com · Shivani
In ReviewTrackerBacklink Audit — blog.padi.com · Shivani
In ReviewTrackerBacklink Audit — pros-blog.padi.com · Shivani
CompletedTrackerMigration Decision Framework — keep/merge/retire framework · Shivani + Nathan (14 Apr)
In ReviewTrackerBlog Migration URL Mapping Template (due 20 Apr) · Shivani
In ReviewTrackerBlog.padi — share updated mapping sheet with feedback incorporated (due 15 Jul) · Shivani
OngoingTrackerUpdating pros-blog.padi.com mapping sheet with grouped URLs (due 23 Jul) · Shivani
In ReviewTrackerTechRec Blog SEO Assessment (due 15 May) · Shivani
SuggestedTrackerRedirect map handoff brief (due 8 Jun) · Shivani
Update: Migration is well into Sprint 1 execution — blog and pros-blog mapping sheets being updated with feedback. Redirect map handoff brief added as Suggested (due 8 Jun). pros-blog URL grouping Ongoing (due 23 Jul).
Met "Axelerant shall preserve SEO equity by implementing appropriate redirects and following best practices for search visibility." §(C) Web Implementation ▼
Tasks in tracker
In ReviewTrackerCanabalisation Across Cross Domains · Shivani
In ReviewTrackerInventory Existing SEO Keyword Ownership (PADI vs Scuba vs Blogs) · Shivani
In ReviewTrackerBacklink Audit — padi.com · Shivani
In ReviewTrackerPriority Keyword Shortlist (due 17 Apr) · Shivani
In ReviewTrackerSegmenting URLs within PADI.com — Start/Keep/Teach (due 21 Apr)
In ReviewTrackerSEO Migration Checklist (due 7 May) · Shivani
SuggestedTrackerRedirect map handoff brief (due 8 Jun) · Shivani
Update: Redirect map handoff brief added as Suggested (due 8 Jun) — this will be the formal handoff of 301 redirect mapping to engineering before migration sprint execution.
Partial "Ensuring article structures are optimized for AI-driven/featured snippet visibility (AEO)." and "Improved LLM crawlability, ensuring PADI becomes a well-structured, high-authority source for generative search." §1.1.1(4), §(C) ▼
Tasks in tracker
In ReviewTrackerAEO technical content audit — padi.com · Shivani
In ReviewTrackerAEO technical content audit — blog.padi.com · Shivani
In ReviewTrackerAEO technical content audit — pros-blog.padi.com · Shivani
In ReviewTrackerAEO technical content audit — Scubadiving.com · Shivani
SuggestedTrackerBuild sprint SEO/AEO acceptance checklist (due 5 Jun) · Shivani
Not startedTrackerSchema Markup Recommendation and Implementation · (no owner/deadline)
HoldTrackerSEO/AEO/GEO Program Document · Shivani, Neha
Critical gap: The SEO/AEO/GEO Program Document remains on Hold — this is the governing spec for schema standards, rendering rules, llms.txt and pre-rendering requirements that engineering needs before building templates. All four AEO audits are In Review; their findings have nowhere to land without this document. Must be unblocked and a completion date set immediately. Schema Markup Recommendation & Implementation also has no owner or deadline.
Partial "Content, SEO footprint, traffic, and dependencies for sites like padi.co.jp, padi.co.cn, padi.co.kr, padi.com.tw, and others… Deliver a regional consolidation roadmap; no regional migrations are executed in Phase 1." §1.1.1(5b–d) ▼
Tasks in tracker
In ReviewTrackerRegional SEO governance + translation workflow intake — Technical · Shivani
CompletedTrackerPADI Regional sites — high level analysis · Prasanna
CompletedTrackerPADI Regional site referral traffic <> PADI Ecosystem · Prasanna
CompletedTrackerRegional Referral & Conversion Analysis · Shivani + Prasanna (6 May)
Not startedTrackerRegional SEO Analysis — Content (due 12 May) · Shivani
OngoingTrackerJapan Domain SEO Brief (due 10 Jun) · Shivani — access now resolved
Not startedTrackerChina Regional SEO Audit · Shivani — access resolved, needs activation
Update: Japan Domain SEO Brief is now Ongoing (due 10 Jun) — access resolved. Regional Referral & Conversion Analysis Completed. Regional site analysis Completed.
Remaining gap: Regional SEO Content Analysis still Not Started. China Regional SEO Audit not yet activated despite access being resolved. The regional consolidation roadmap — a Phase 1 SOW deliverable — cannot be completed without these. Both need to be started immediately now that blockers are cleared.
Met "Consolidated content signals, reducing domain fragmentation and improving rankings." and "Structured content models, enabling future personalization and segmentation efforts." §(C) SEO, GEO & Content Strategy ▼
Tasks in tracker
In ReviewTrackerCanabalisation Across Cross Domains · Shivani
In ReviewTrackerSegmenting URLs within PADI.com — Start/Keep/Teach (due 21 Apr)
In ReviewTrackerSEO Migration Checklist (due 7 May) · Shivani
In ReviewTrackerIA / Taxonomy: Support IA for Vivek alongside Nathan · Shivani
Not startedTrackerSEO Information Architecture & Taxonomy · (no owner/deadline)
CompletedTrackerNavigation IA research · Prasanna (29 Jun)
SuggestedTrackerBuild sprint SEO/AEO acceptance checklist (due 5 Jun) · Shivani
Update: Navigation IA research Completed (29 Jun). IA/Taxonomy support now active alongside Nathan and Vivek. SEO Information Architecture & Taxonomy added as a new task — needs an owner and deadline.
Met "Minor UI/UX Improvements… enhancing cross-links, CTAs, and navigational pathways to guide readers toward relevant PADI journeys (Learn–Dive–Travel)." and "Creating SEO-ready pathways from editorial content to PADI courses, destinations, and membership offerings without compromising editorial integrity." §1.1.1(4) Scubadiving.com ▼
Tasks in tracker
In ReviewTrackerScubaDiving.com Intent Segmentation Audit (due 11–14 May) · Shivani
Not startedTrackerCross-Link Strengthening & CTA Implementation · (no owner/deadline)
Action needed: Intent Segmentation Audit is In Review — findings will inform CTA and routing decisions. However Cross-Link Strengthening & CTA Implementation — the actual delivery of the UI/UX uplift — still has no owner or deadline. Must be activated now that the audit is underway.
CRO commitments
Met "Axelerant shall incorporate CRO-focused UX improvements including enhanced navigational patterns, prioritization of primary calls-to-action, improved content hierarchy, refined page layouts, and streamlined user flows across Start Diving, Keep Diving, and Teach Diving pathways." §(C) CRO enablement ▼
Tasks in tracker
CompletedTrackerQualitative analysis (heatmap, scroll map, session recording) for each touch point · Prasanna
CompletedTrackerIdentify points of improvements (CRO best practices & persuasion principles) · Prasanna
CompletedTrackerHome page competitor analysis (PADI vs others) · Prasanna
CompletedTrackerCRO Approach documentation · Prasanna
CompletedTrackerCRO Backlog Page Categorization · Prasanna (28 Apr)
CompletedTrackerReview User Flow Diagrams (Web & App) & recommendations · Prasanna (28 May)
CompletedTrackerCurrent state vs Future state user flow (without segmentation) · Prasanna (22 Jun)
CompletedTrackerMobile navigation — data points & recommendations for future state · Prasanna (24 Jun)
CompletedTrackerWireframe structure for marketing page templates — backed by GA4, Miro · Prasanna (21 Jul)
OngoingTrackerWireframe structure for Dive guides, dive centers, dive sites (due 22 Jul) · Prasanna
OngoingTrackerLogin page CRO audit (due 30 Jul) · Prasanna
Update: Excellent progress — UX improvements are now embedded into Sprint 1 execution. Wireframe structure for marketing templates Completed (21 Jul). Dive guide wireframes Ongoing (due 22 Jul). Mobile navigation recommendations Completed. This commitment is comprehensively active.
Met "Axelerant shall configure the technical parameters necessary for experimentation, including establishing tracking attributes, measurement points, event structures, and DOM element identifiers required for consistent data collection." §(C) CRO enablement ▼
Tasks in tracker
CompletedTrackerGA4 Property documentation · Prasanna
CompletedTrackerGA4 Looker Studio report — PADI ecosystem · Prasanna
CompletedTrackerConversion goal sheet for each domain · Prasanna
CompletedTrackerData analysis and conversion funnel audit in GA4 · Prasanna
CompletedTrackerValidate cross-domain tracking integrity · Prasanna
CompletedTrackerEvent structure sheet (6 Apr) · Prasanna
OngoingTrackerGA4 event spec for Sprint 1 templates (due 24 Jul) · Prasanna
HoldTrackerEvent documentation and data layer schema documentation for click events (due 24 Jul) · Prasanna
Update: GA4 instrumentation is now in Sprint 1 execution — GA4 event spec for Sprint 1 templates is Ongoing (due 24 Jul). Event documentation on Hold — reason should be clarified to ensure tracking is not delayed for Sprint 1 template handoff.
Met "These activities shall include configuring the site architecture, design components, template structures, analytics instrumentation, and experimentation readiness necessary for PADI to conduct structured CRO programs." §(C) CRO enablement ▼
Tasks in tracker
CompletedTrackerWebsite funnel flow mapping — all domains (PADI ↔ Store, Travel, Blogs, Scubadiving) · Prasanna
CompletedTrackerCRO Ecosystem mapping · Prasanna
CompletedTrackerCreate funnel leakage heatmap · Prasanna
CompletedTrackerFunnel performance — excluding login, by device, by Travel/Store/Club, prospect vs member · Prasanna
CompletedTrackerRedo funnel exploration (excluding China demographics + login users) · Prasanna
CompletedTrackerPath exploration report — excluding login pages · Prasanna
CompletedTrackerRedo store and cert funnel — account creation as a step · Prasanna
CompletedTrackerProjection framework (SEO + CRO) · Prasanna, Shivani
CompletedTrackerNavigation IA research · Prasanna (29 Jun)
CompletedTrackerWireframe structure for marketing page templates · Prasanna (21 Jul)
OngoingTrackerWireframe structure for Dive guides, dive centers, dive sites (due 22 Jul) · Prasanna
In ReviewTrackerPersonalization ideas based on problem statement / desired outcome (due 25 Jun) · Prasanna
In ReviewTrackerFinal personalization lists (targeting core pages) (due 25 Jun) · Prasanna
In ReviewTrackerPersonalization ideas based on research <> cross work with CDN team (due 25 Jun) · Prasanna
Update: Comprehensive completion across all funnel and ecosystem mapping tasks. Now actively in Sprint 1 with wireframing and personalization strategy — directly configuring site architecture for experimentation readiness.
Met "Axelerant shall be responsible for running CRO tests, analyzing CRO results, and implementing ongoing experiment cycles post go live till Dec 2026." §(C) CRO enablement ▼
Tasks in tracker
CompletedTrackerCRO Program High Level Detailing & Description · Prasanna
CompletedTrackerBacklog prioritization framework · Prasanna
CompletedTrackerTurn points of improvement into hypothesis (problem / solution / hypothesis) (7 May) · Prasanna
CompletedTrackerCRO Backlog Page Categorization · Prasanna (28 Apr)
Not startedTrackerConsolidate multiple dashboards into a single product dashboard · Prasanna, Shivani (no deadline)
Update: Hypothesis document, backlog prioritization framework, and CRO backlog page categorization all Completed. The pre-launch CRO program structure is in place. Dashboard consolidation task added but has no deadline yet.
Partial "Axelerant shall ensure that templates and components are structured to allow PADI to run A/B or multivariate tests without requiring code-level changes." and "Regionalized A/B Testing via existing integrations like VWO." §(C) CRO enablement, Integration with VWO ▼
Tasks in tracker
CompletedTrackerConfirm experimentation tooling readiness + current VWO usage · Prasanna
OngoingTrackerVWO Audit — what needs to be done on dev side for easy integration (due 24 Jul) · Prasanna
Partial: VWO readiness confirmation is Completed and the dev-side integration audit is now Ongoing (due 24 Jul) — significant progress. However the formal spec defining DOM element identifiers, test zones per template, and A/B infrastructure requirements for Drupal Canvas components is not yet a named deliverable. The SOW commits Axelerant to running live experiments through Dec 2026 — this spec must follow directly from the VWO audit.
Met "Axelerant shall be responsible for running CRO tests, analyzing CRO results, and implementing ongoing experiment cycles post go live till Dec 2026." (requires revenue baseline to measure and prove impact) §(C) CRO enablement ▼
Tasks in tracker
CompletedTrackerCreate Digital Revenue Attribution Map · Prasanna
Update: Revenue Attribution Map is now Completed — this was previously a persistent gap. The pre-launch "before" baseline now exists to measure CRO impact from experiments running through Dec 2026. This commitment is now Met.