SOW SEO/CRO Coverage Tracker — PADI Digital Overhaul

SOW #43245517197 · Axelerant × PADI Worldwide · Verbatim SOW language per card — click to see task coverage with owners and due dates

📋 Task Tracker v17 📊 Marketing Strategy (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
Completed
Run technical SEO crawl baseline — padi.com (Drupal side)
Shivani, Neha · 20 Feb 2026
Completed
Run technical SEO baseline — blog.padi
Shivani · 17 Feb 2026
Completed
Run technical SEO baseline — pros-blog.padi
Shivani · 18 Feb 2026
Completed
Current SEO Status
Shivani · 3 Apr 2026
Completed
Current SEO Performance Overview — top 314 URLs, keyword rankings
Shivani · 3 Apr 2026
Completed
SEO Rankings Dashboard — country-level keyword ranking
Shivani · 10 Apr 2026
Hold
Schema Markup Recommendation and Implementation
No owner or deadline assigned
Suggested
Build sprint SEO/AEO acceptance checklist
Shivani · due 5 Jun 2026
Action needed: Schema Markup Recommendation & Implementation remains on Hold with no owner or deadline — this must be assigned and activated as it directly informs how Drupal 11 templates are built. Sprint SEO/AEO acceptance checklist is still only Suggested.
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
Completed
Review scubadiving.com as discovery engine baseline
Shivani, Prasanna · 3 Mar 2026
Completed
Audit high SEO traffic pages with weak conversion signals (Scuba + PADI)
Kevin · 6 Mar 2026
Completed
Analyze referral traffic between Scuba & PADI ecosystem (intent-based)
Shivani · 6 Mar 2026
Completed
AEO technical content audit — Scubadiving.com
Shivani · 16 Apr 2026
Completed
Backlink Audit — Scubadiving.com
Shivani · 16 Apr 2026
Completed
ScubaDiving.com Intent Segmentation Audit
Shivani · 14 May 2026
Hold
Cross-Link Strengthening & CTA Implementation
No owner or deadline assigned
Action needed: All audits Completed. Cross-Link Strengthening & CTA Implementation — the actual UI/UX uplift delivery — remains on Hold with no owner or deadline. Must be activated so design can incorporate Scubadiving.com navigational improvements.
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
Completed
Content Audit — padi.com, blog.padi & pros-blog.padi
Shivani · Feb–May 2026
Completed
AEO audits — blog.padi.com & pros-blog.padi.com
Shivani · 3 Apr 2026
Completed
Backlink Audits — blog.padi.com & pros-blog.padi.com
Shivani · 3 Apr 2026
Completed
Migration Decision Framework — keep/merge/retire
Shivani, Nathan · 14 Apr 2026
Completed
Blog Migration URL Mapping Template
Shivani · 20 Apr 2026
Completed
TechRec Blog SEO Assessment
Shivani · 15 May 2026
Completed
SEO Migration Checklist
Shivani · 7 May 2026
Completed
Blog.padi — updated mapping sheet with feedback incorporated
Sarah · 15 Jul 2026
Completed
Padi — update decision column (Keep, Merge, Update, Retire)
Kevin · 13 Jul 2026
Completed
Updating pros-blog.padi.com mapping sheet with grouped URLs
Sarah · 23 Jul 2026
Ongoing
Pros-blog.padi mapping sheet governance handoff documents
Shivani · due 1 Sep 2026
Not started
Padi.com mapping sheet governance handoff documents
Shivani · due 7 Sep 2026
Suggested
Redirect map handoff brief
Shivani · due 8 Jun 2026
Update: Blog and pros-blog mapping sheets both Completed (Sarah & Kevin, Jul 2026). Migration planning fully done. Now in governance handoff phase — pros-blog handoff doc Ongoing (Shivani, due 1 Sep), padi.com handoff doc Not Started (Shivani, due 7 Sep).
Met "Axelerant shall preserve SEO equity by implementing appropriate redirects and following best practices for search visibility." §(C) Web Implementation ▼
Tasks in tracker
Completed
Canabalisation Across Cross Domains
Shivani · 13 Mar 2026
Completed
Inventory Existing SEO Keyword Ownership (PADI vs Scuba vs Blogs)
Shivani · 6 Mar 2026
Completed
Backlink Audit — padi.com
Shivani · 3 Apr 2026
Completed
Priority Keyword Shortlist
Shivani · 17 Apr 2026
Completed
SEO Migration Checklist
Shivani · 7 May 2026
In Review
Segmenting URLs within PADI.com — Start/Keep/Teach
Nathan · due 21 Apr 2026
Suggested
Redirect map handoff brief
Shivani · due 8 Jun 2026
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
Completed
AEO technical content audit — padi.com
Shivani · 3 Apr 2026
Completed
AEO technical content audit — blog.padi.com
Shivani · 3 Apr 2026
Completed
AEO technical content audit — pros-blog.padi.com
Shivani · 3 Apr 2026
Completed
AEO technical content audit — Scubadiving.com
Shivani · 16 Apr 2026
Hold
SEO/AEO/GEO Program Document
Shivani, Neha · No deadline assigned
Hold
Schema Markup Recommendation and Implementation
No owner or deadline assigned
Suggested
Build sprint SEO/AEO acceptance checklist
Shivani · due 5 Jun 2026
Suggested
SEO Information Architecture & Taxonomy
No owner or deadline assigned
Critical gap: All four AEO audits are Completed — findings exist but have nowhere to land. The SEO/AEO/GEO Program Document (Shivani + Neha) remains on Hold with no deadline, and Schema Markup Recommendation & Implementation has no owner or deadline. Engineering cannot implement AEO-compliant templates without these. This is the last remaining critical blocker in the SEO workstream.
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
Completed
Regional SEO governance + translation workflow intake — Technical
Shivani · 24 Feb 2026
Completed
PADI Regional sites — high level analysis
Kevin · 13 Mar 2026
Completed
PADI Regional site referral traffic <> PADI Ecosystem
Kevin · 24 Mar 2026
Completed
Regional Referral & Conversion Analysis
Shivani, Prasanna · 6 May 2026
Ongoing
Japan Domain SEO Brief
Shivani · due 10 Jun 2026
Not started
Regional SEO Analysis — Content
Shivani · due 12 May 2026 (overdue)
Not started
China Regional SEO Audit
Shivani · Baidu access still listed as blocker
Remaining gap: Japan SEO Brief Ongoing (Shivani, due 10 Jun). Regional SEO Content Analysis is Not Started and overdue (was due 12 May). China Regional SEO Audit still Not Started — tracker still lists Baidu access as blocker. If access has been resolved, both must be activated immediately to deliver the regional consolidation roadmap.
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
Completed
Canabalisation Across Cross Domains
Shivani · 13 Mar 2026
Completed
Migration Decision Framework
Shivani, Nathan · 14 Apr 2026
Completed
Navigation IA research
Nathan · 29 Jun 2026
In Review
Segmenting URLs within PADI.com — Start/Keep/Teach
Nathan · due 21 Apr 2026
In Review
IA / Taxonomy: Support IA for Vivek alongside Nathan
Vivek (PADI-side) · In Review
Suggested
SEO Information Architecture & Taxonomy
No owner or deadline assigned
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
Completed
ScubaDiving.com Intent Segmentation Audit
Shivani · 14 May 2026
Hold
Cross-Link Strengthening & CTA Implementation
No owner or deadline assigned
Action needed: Intent Segmentation Audit Completed. Cross-Link Strengthening & CTA Implementation — the actual delivery of navigational uplift — is on Hold with no owner. Must be activated and scheduled into a sprint before design for Scubadiving.com is finalised.
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
Completed
Qualitative analysis (heatmap, scroll map, session recording)
Kevin · 23 Feb 2026
Completed
Identify points of improvements (CRO best practices & persuasion principles)
Dheeraj · 26 Feb 2026
Completed
CRO Approach documentation
Kevin · 10 Feb 2026
Completed
CRO Backlog Page Categorization
Nathan · 28 Apr 2026
Completed
Review User Flow Diagrams (Web & App) & recommendations
Nathan · 28 May 2026
Completed
Current state vs future state user flow (without segmentation)
Nathan · 22 Jun 2026
Completed
Mobile navigation — data points & recommendations for future state
Nathan · 24 Jun 2026
Completed
Wireframe structure for marketing page templates
Dheeraj · 21 Jul 2026
Completed
Login page CRO audit
Prasanna · 12 Aug 2026
In Review
Wireframe structure for Dive guides, dive centers, dive sites
Dheeraj · due 31 Jul 2026
In Review
User flow analysis — mobile apps
Dheeraj · due 10 Aug 2026
In Review
User flow analysis — PADI Unified app
Dheeraj · due 24 Aug 2026
Ongoing
User flow analysis — PADI Adventure app & unified app recommendation
Prasanna · due 24 Aug 2026
Update: Login page CRO audit Completed (Prasanna, 12 Aug). Wireframe structure for marketing templates Completed (Dheeraj, 21 Jul). Now extending into mobile app user flow analysis across PADI Adventure app and PADI Unified app (Dheeraj + Prasanna, due 24 Aug).
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
Completed
GA4 Property documentation
Kevin · 13 Feb 2026
Completed
GA4 Looker Studio report — PADI ecosystem
Kevin · 13 Feb 2026
Completed
Conversion goal sheet for each domain
Kevin · 18 Feb 2026
Completed
Data analysis and conversion funnel audit in GA4
Kevin · 19 Feb 2026
Completed
Validate cross-domain tracking integrity
Kevin · 12 Mar 2026
Completed
Event structure sheet
Kevin · 6 Apr 2026
Ongoing
GA4 event spec for Sprint 1 templates
Prasanna · due 31 Aug 2026
Ongoing
PADI Domains GTM Event audit
Prasanna · due 28 Aug 2026
Hold
Event documentation and data layer schema for click events
Prasanna · due 30 Jul 2026 — reason for Hold needed
Update: PADI Domains GTM Event audit is a new task (Prasanna, due 28 Aug) — comprehensive audit of all tracking across PADI domains ahead of sprint deployments. GA4 event spec for Sprint 1 extended to 31 Aug.
Watch item: Event documentation & data layer schema for click events remains on Hold (Prasanna, was due 30 Jul). Reason should be clarified — this is needed before sprint templates can be fully instrumented.
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
Completed
Website funnel flow mapping — all domains (PADI ↔ Store, Travel, Blogs, Scubadiving)
Kevin · 13 Feb 2026
Completed
CRO Ecosystem mapping
Kevin · 13 Feb 2026
Completed
Create funnel leakage heatmap
Kevin · 19 Mar 2026
Completed
Full funnel performance segmentation (login, device, Travel/Store/Club, prospect vs member)
Kevin · Mar 2026
Completed
Navigation IA research
Nathan · 29 Jun 2026
Completed
Wireframe structure for marketing page templates
Dheeraj · 21 Jul 2026
Completed
Personalization ideas — problem statement / desired outcome
Nathan · 25 Jun 2026
Completed
Final personalization lists (targeting core pages)
Nathan · 25 Jun 2026
Completed
Personalization ideas based on research <> cross work with CDN team
Nathan · 25 Jun 2026
In Review
Wireframe structure for Dive guides, dive centers, dive sites
Dheeraj · due 31 Jul 2026
In Review
User flow analysis — mobile apps
Dheeraj · due 10 Aug 2026
In Review
User flow analysis — PADI Unified app
Dheeraj · due 24 Aug 2026
Not started
Consolidate multiple dashboards into a single product dashboard
Kristina · No deadline assigned
Update: All personalization tasks Completed (Nathan, Jun 2026). Now actively delivering mobile app user flow analysis alongside web. Dashboard consolidation (Kristina) still has no deadline.
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
Completed
CRO Program High Level Detailing & Description
Nathan · 25 Feb 2026
Completed
Backlog prioritization framework
Kevin · 23 Feb 2026
Completed
Turn points of improvement into hypothesis (problem / solution / hypothesis)
Dheeraj · 7 May 2026
Completed
CRO Backlog Page Categorization
Nathan · 28 Apr 2026
Hold
CRO journey value scoring model
Kevin · deadline passed (Feb 2026)
Not started
Consolidate multiple dashboards into single product dashboard
Kristina · No deadline assigned
Watch item: CRO journey value scoring model on Hold (Kevin, deadline passed). This is needed to prioritise experiments by business value for the post-launch cycle through Dec 2026. Dashboard consolidation (Kristina) has no deadline — both should be scheduled before go-live.
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
Completed
Confirm experimentation tooling readiness + current VWO usage
Nathan · 13 Mar 2026
Ongoing
VWO Audit — what needs to be done on dev side for easy integration
Prasanna · due 31 Aug 2026
Partial: VWO readiness Completed (Nathan). Dev-side integration audit Ongoing (Prasanna, due 31 Aug 2026 — extended from 27 Jul). The formal VWO integration spec covering DOM element identifiers and test zones per Drupal Canvas component must follow directly from this audit. SOW commits Axelerant to live CRO experiments through Dec 2026.
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
Completed
Create Digital Revenue Attribution Map
Kevin · Completed
Met: Revenue Attribution Map Completed by Kevin. The pre-launch baseline exists — CRO impact from post-launch experiments through Dec 2026 can be measured and reported to PADI stakeholders.