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Elements and Performance Criteria

Required Skills

Required skills

analytical skills to assess current SEO against required results

communication skills to

create wellstructured SEO client reports

make recommendations on SEO based on wellfounded research

understand the client requirements

literacy skills to

select appropriate keywords

understand the underpinning concepts

use keywords in a meaningful and structured way related to content

planning and organisational skills to

analyse current SEO status and make recommendations

create a post project analysis report

implement an SEO strategy

problemsolving skills to understand the SEO need

learning skills to research and deploy current methods of SEO

technical skills to

integrate SEO into web documents

use social network media to advantage

Required knowledge

internetmarketing concepts including

keyword density

search engine ranking

search engine methods of assessing SEO

social network media in context of SEO

Evidence Required

The evidence guide provides advice on assessment and must be read in conjunction with the performance criteria required skills and knowledge range statement and the Assessment Guidelines for the Training Package

Overview of assessment

Critical aspects for assessment and evidence required to demonstrate competency in this unit

Evidence of the ability to

successfully optimise pages for search engine optimisation

introduce web pages to search engines

monitor search engine performance

make recommendations for

keyword enhancements

social network marketing

Context of and specific resources for assessment

Assessment must ensure access to

file transfer protocol FTP

internet access

profiling tools

social network marketing logins

appropriate learning and assessment support when required

Where applicable physical resources should include equipment modified for people with special needs

Method of assessment

A range of assessment methods should be used to assess practical skills and knowledge The following examples are appropriate for this unit

verbal or written questioning regarding internet marketing methods

review of report of internet marketing methods and best practices

analysis of enhancement of internet marketing to a current website

Guidance information for assessment

Holistic assessment with other units relevant to the industry sector workplace and job role is recommended where appropriate

Assessment processes and techniques must be culturally appropriate and suitable to the communication skill level language literacy and numeracy capacity of the candidate and the work being performed

Indigenous people and other people from a nonEnglish speaking background may need additional support

In cases where practical assessment is used it should be combined with targeted questioning to assess required knowledge

Range Statement

The range statement relates to the unit of competency as a whole. It allows for different work environments and situations that may affect performance. Bold italicised wording, if used in the performance criteria, is detailed below. Essential operating conditions that may be present with training and assessment (depending on the work situation, needs of the candidate, accessibility of the item, and local industry and regional contexts) may also be included.

Keywords may relate to:	technique used to populate a web page with words used by internet users in search engine search terms use of keywords: keyword density macro keywords sub keywords.
Image search optimisation may include:	alt attribute image accessibility image naming image quality text around the image.
Meta-elements:	are HTML and XHTML elements used to provide structured metadata about a web page may include: keywords language page title robots attribute.
Organic listings may include:	listings in search engines that are not paid for.
Traffic analysis reports may include:	Google Analytics Google Webmaster Tools traffic statistics found in web server log files.
Social network marketing may include:	blogs deviantArt Facebook Flickr LinkedIn MySpace Twitter wikis YouTube.
Search engine optimisation may include:	preparing a website so it lists effectively in organic search engine listings.
Search engine marketing may relate to:	broader search engine marketing activities: paid advertising paid inclusion paid placement of: banner ads paid directory listings sponsored links.
Search engine may include:	Bing Google Open Directory Project (ODP) Yahoo.
Search terms may include:	difference between a macro search and a sub search how the major search engines rank web pages website current position in search engine rankings benefit of using online tools to create profiles, such as Google Analytics, Google Webmaster Tools and WebStats for updating search engine data use of quality back links.
Pay per click (PPC) may include:	paying the host when ad is clicked bidding for keywords.
Keywords may include:	alt tags web pages headings and heading levels metadata and page tiles section the content and implement section headings as per current HTML specification.
Site reports and listings may include:	advertising report social network media access report traffic analysis reports website position in organic listings.