Assessor Resource

BSBMKG525
Design effective web search responses

Assessment tool

Version 1.0
Issue Date: May 2024


This unit describes the skills and knowledge required to identify, specify, optimise, monitor and evaluate web search.

It applies to individuals working in a variety of marketing communication occupational roles who have responsibility for implementing and monitoring search engine optimisation (SEO) for a client.

No licensing, legislative or certification requirements apply to this unit at the time of publication.

You may want to include more information here about the target group and the purpose of the assessments (eg formative, summative, recognition)


Evidence Required

List the assessment methods to be used and the context and resources required for assessment. Copy and paste the relevant sections from the evidence guide below and then re-write these in plain English.

ELEMENT

PERFORMANCE CRITERIA

Elements describe the essential outcomes.

Performance criteria describe the performance needed to demonstrate achievement of the element.

1. Identify client requirements

1.1 Identify and clarify client objectives and expectations

1.2 Audit prior search experience for insights and trends

1.3 Determine target audience for search responses

1.4 Recognise and incorporate search requirements within current legislation, regulation and organisational policy

2. Determine search environment

2.1 Determine preferred search focus across content types and geographic location

2.2 Review, evaluate and select preferred search engines that best meet requirements

2.3 Analyse target audience needs, expectations and usage patterns

2.4 Determine the costs and benefits associated with 'paid' versus 'organic' search for the target audience

3. Optimise search

3.1 Implement site code to instruct and optimise robots, crawlers and indexing for search effectiveness

3.2 Undertake URL submission where required by selected engines

3.3 Design and incorporate a targeted keyword taxonomy

3.4 Enhance page and application design, tags, links and metadata to attract effective search results

3.5 Regularly create and update unique page content

3.6 Practise appropriate 'white hat' techniques to the exclusion of 'black hat' deception

4. Monitor and evaluate search effectiveness

4.1 Register and regularly review performance with a web analytics service

4.2 Track page rank using suitable technologies

4.3 Monitor and identify gaps in search performance against requirements and adjust as necessary

4.4 Evaluate and report on web search effectiveness within the target audience

Evidence of the ability to:

undertake an audit of web search history

specify client requirements and target audience for web search

select a search environment to engage the needs of a target audience

optimise a web page to improve targeted organic web search results

implement web search using a paid keywords strategy

assess web analytics to report on web search effectiveness.

Note: If a specific volume or frequency is not stated, then evidence must be provided at least once.

To complete the unit requirements safely and effectively, the individual must:

identify and compare the types of current web search and associated engines

list the parameters to consider when targeting web search effectiveness

describe the methods, tools and techniques used in search engine optimisation.

Assessment must be conducted in a safe environment where evidence gathered demonstrates consistent performance of typical activities experienced in the marketing communications field of work and include access to:

relevant legislation and regulations

communications equipment and technology

relevant workplace documentation and resources

case studies or, where possible, real situations

industry software packages and apps (where applicable).

Assessors of this unit must satisfy the requirements for assessors in applicable vocational education and training legislation, frameworks and/or standards.

Submission Requirements

List each assessment task's title, type (eg project, observation/demonstration, essay, assingnment, checklist) and due date here

Assessment task 1: [title]      Due date:

(add new lines for each of the assessment tasks)

Assessment Tasks

Copy and paste from the following data to produce each assessment task. Write these in plain English and spell out how, when and where the task is to be carried out, under what conditions, and what resources are needed. Include guidelines about how well the candidate has to perform a task for it to be judged satisfactory.

ELEMENT

PERFORMANCE CRITERIA

Elements describe the essential outcomes.

Performance criteria describe the performance needed to demonstrate achievement of the element.

1. Identify client requirements

1.1 Identify and clarify client objectives and expectations

1.2 Audit prior search experience for insights and trends

1.3 Determine target audience for search responses

1.4 Recognise and incorporate search requirements within current legislation, regulation and organisational policy

2. Determine search environment

2.1 Determine preferred search focus across content types and geographic location

2.2 Review, evaluate and select preferred search engines that best meet requirements

2.3 Analyse target audience needs, expectations and usage patterns

2.4 Determine the costs and benefits associated with 'paid' versus 'organic' search for the target audience

3. Optimise search

3.1 Implement site code to instruct and optimise robots, crawlers and indexing for search effectiveness

3.2 Undertake URL submission where required by selected engines

3.3 Design and incorporate a targeted keyword taxonomy

3.4 Enhance page and application design, tags, links and metadata to attract effective search results

3.5 Regularly create and update unique page content

3.6 Practise appropriate 'white hat' techniques to the exclusion of 'black hat' deception

4. Monitor and evaluate search effectiveness

4.1 Register and regularly review performance with a web analytics service

4.2 Track page rank using suitable technologies

4.3 Monitor and identify gaps in search performance against requirements and adjust as necessary

4.4 Evaluate and report on web search effectiveness within the target audience

Evidence of the ability to:

undertake an audit of web search history

specify client requirements and target audience for web search

select a search environment to engage the needs of a target audience

optimise a web page to improve targeted organic web search results

implement web search using a paid keywords strategy

assess web analytics to report on web search effectiveness.

Note: If a specific volume or frequency is not stated, then evidence must be provided at least once.

To complete the unit requirements safely and effectively, the individual must:

identify and compare the types of current web search and associated engines

list the parameters to consider when targeting web search effectiveness

describe the methods, tools and techniques used in search engine optimisation.

Assessment must be conducted in a safe environment where evidence gathered demonstrates consistent performance of typical activities experienced in the marketing communications field of work and include access to:

relevant legislation and regulations

communications equipment and technology

relevant workplace documentation and resources

case studies or, where possible, real situations

industry software packages and apps (where applicable).

Assessors of this unit must satisfy the requirements for assessors in applicable vocational education and training legislation, frameworks and/or standards.
Copy and paste from the following performance criteria to create an observation checklist for each task. When you have finished writing your assessment tool every one of these must have been addressed, preferably several times in a variety of contexts. To ensure this occurs download the assessment matrix for the unit; enter each assessment task as a column header and place check marks against each performance criteria that task addresses.

Observation Checklist

Tasks to be observed according to workplace/college/TAFE policy and procedures, relevant legislation and Codes of Practice Yes No Comments/feedback
Identify and clarify client objectives and expectations 
Audit prior search experience for insights and trends 
Determine target audience for search responses 
Recognise and incorporate search requirements within current legislation, regulation and organisational policy 
Determine preferred search focus across content types and geographic location 
Review, evaluate and select preferred search engines that best meet requirements 
Analyse target audience needs, expectations and usage patterns 
2.4 Determine the costs and benefits associated with 'paid' versus 'organic' search for the target audience 
Implement site code to instruct and optimise robots, crawlers and indexing for search effectiveness 
Undertake URL submission where required by selected engines 
Design and incorporate a targeted keyword taxonomy 
Enhance page and application design, tags, links and metadata to attract effective search results 
Regularly create and update unique page content 
3.6 Practise appropriate 'white hat' techniques to the exclusion of 'black hat' deception 
Register and regularly review performance with a web analytics service 
Track page rank using suitable technologies 
Monitor and identify gaps in search performance against requirements and adjust as necessary 
Evaluate and report on web search effectiveness within the target audience 

Forms

Assessment Cover Sheet

BSBMKG525 - Design effective web search responses
Assessment task 1: [title]

Student name:

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I declare that the assessment tasks submitted for this unit are my own work.

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Result: Competent Not yet competent

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Assessment Record Sheet

BSBMKG525 - Design effective web search responses

Student name:

Student ID:

Assessment task 1: [title] Result: Competent Not yet competent

(add lines for each task)

Feedback to student:

 

 

 

 

 

 

 

 

Overall assessment result: Competent Not yet competent

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Date:

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