Roles And Caps

add-role-basic.php

add_role( 'company', 'Company', array( 'read' => true, 'level_0' => true, 'view_ad_stats' => true ) );

add-role.php

function custom_role_company() {
  $author = get_role( 'author' );
  $capabilities = $author->capabilities;
  $company = add_role( 'company', 'Company', $capabilities );
  $company->add_cap( 'view_ad_stats' );
}
register_activation_hook( __FILE__, 'custom_role_company' );

add_cap.php

$user = new WP_User( 23 );
$user->add_cap( 'view_ad_stats' );

builtin.php

add_action( 'admin_menu', 'my_seo_plugin_menu_item' );

function my_seo_plugin_menu_item() {
	add_menu_page( 
	    'My SEO Plugin Options', 
	    'My SEO Plugin', 
	    'manage_options', 
	    'my-seo-plugin-general', 
	    'my_seo_plugin_menu_page', 
	    'dashicons-visibility', 
	    6 
	);
}

current-user-can.php

<?php if( current_user_can( 'manage_options' ) ) : ?>
<a href='#'>delete all SEO data</a>
<?php endif ?>