Google Links

Follow the links below to find material targeted to the unit's elements, performance criteria, required skills and knowledge

Elements and Performance Criteria

1. Identify client requirements
   • 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
2. Determine search environment
   • 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
3. Optimise search
   • 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
4. Monitor and evaluate search effectiveness
   • 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

Performance Evidence

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.

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Knowledge Evidence

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.

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