Unit of Competency Mapping – Information for Teachers/Assessors – Information for Learners

ICAWEB413A Mapping and Delivery Guide
Optimise search engines

Version 1.0
Issue Date: May 2024


Qualification -
Unit of Competency ICAWEB413A - Optimise search engines
Description This unit describes the performance outcomes, skills and knowledge required to implement search engine optimisation (SEO) techniques.
Employability Skills This unit contains employability skills.
Learning Outcomes and Application This unit applies to web designers who are responsible for:creating and implementing good internet-marketing practicesoptimising pages for search engine optimisationintroducing web pages to search enginesmonitoring search engine performancemaking recommendations for keyword enhancementsmaking recommendations for search engine marketing (SEM)making recommendations for social network marketing (SNM).
Duration and Setting X weeks, nominally xx hours, delivered in a classroom/online/blended learning setting.
Prerequisites/co-requisites Not applicable.
Competency Field
Development and validation strategy and guide for assessors and learners Student Learning Resources Handouts
Activities 		Slides
PPT 		Assessment 1 Assessment 2 Assessment 3 Assessment 4
Elements of Competency Performance Criteria              
Element: Analyse internet-marketing requirements
  • Determine main business of the website and keywords currently used on each page
  • Create keyword suggestion list for the website using online tools
  • Analyse best keywords for macro and sub keywords
  • Create recommendations for improved optimisation for image search optimisation (ISO), keyword density on web pages, keywords used in headings and heading levels and meta-elements and page tiles
  • Analyse pages and recommend sections for content
  • Analyse current website position in organic listings
  • Analyse current success of online advertising
  • Analyse current traffic analysis reports using online tools and web-hosting statistics
  • Analyse current success of social network marketing content
       
Element: Prepare an internet marketing strategy report
  • Use detail from analysis to prepare a recommendation report for the client, covering the differences between search engine optimisation, search engine marketing and social network marketing
  • Make recommendations about search engines and social network media to target, based on volume of users
  • Make recommendations on a timeframe for expecting improved search engine results
  • Explain search terms
  • Make recommendations for the implementation of search engine optimisation and search engine marketing, including a summary of recommendations on methods to improve search engine rankings, both organic and pay per click (PPC)
       
Element: Implement SEO strategy
  • Implement macro and sub keywords on pages
  • Implement keywords
  • Implement sections for content and back links from quality websites
  • Create online profiles for updating search engine data
  • Introduce website to major search engines
       
Element: Review SEO
  • Determine current website position in organic listings
  • Review current success of online advertising with regard to website position
  • Evaluate current traffic analysis reports and compare to previous results
       
Element: Prepare a client SEO result report
  • Analyse website statistics for site reports and listings
  • Compare current statistics with previous site reports and listings
  • Summarise findings and make further recommendations
       


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.

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

SEM

social network marketing.

Context of and specific resources for assessment

Assessment must ensure access to:

website files

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 non-English speaking background may need additional support.

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

Submission Requirements

List each assessment task's title, type (eg project, observation/demonstration, essay, assignment, 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.

Required skills

analytical skills to assess current SEO against required results

communication skills to:

create well-structured SEO client reports

make recommendations on SEO based on well-founded 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

problem-solving 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

internet-marketing concepts, including:

search terms

keywords

keyword density

search engine ranking

search engine methods of assessing SEO

back links

social network media in context of SEO.

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.

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
Determine main business of the website and keywords currently used on each page 
Create keyword suggestion list for the website using online tools 
Analyse best keywords for macro and sub keywords 
Create recommendations for improved optimisation for image search optimisation (ISO), keyword density on web pages, keywords used in headings and heading levels and meta-elements and page tiles 
Analyse pages and recommend sections for content 
Analyse current website position in organic listings 
Analyse current success of online advertising 
Analyse current traffic analysis reports using online tools and web-hosting statistics 
Analyse current success of social network marketing content 
Use detail from analysis to prepare a recommendation report for the client, covering the differences between search engine optimisation, search engine marketing and social network marketing 
Make recommendations about search engines and social network media to target, based on volume of users 
Make recommendations on a timeframe for expecting improved search engine results 
Explain search terms 
Make recommendations for the implementation of search engine optimisation and search engine marketing, including a summary of recommendations on methods to improve search engine rankings, both organic and pay per click (PPC) 
Implement macro and sub keywords on pages 
Implement keywords 
Implement sections for content and back links from quality websites 
Create online profiles for updating search engine data 
Introduce website to major search engines 
Determine current website position in organic listings 
Review current success of online advertising with regard to website position 
Evaluate current traffic analysis reports and compare to previous results 
Analyse website statistics for site reports and listings 
Compare current statistics with previous site reports and listings 
Summarise findings and make further recommendations 

Forms

Assessment Cover Sheet

ICAWEB413A - Optimise search engines
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I declare that the assessment tasks submitted for this unit are my own work.

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Assessment Record Sheet

ICAWEB413A - Optimise search engines

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

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Overall assessment result: Competent Not yet competent

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