1. Analyse internet-marketing requirements

1.1 Determine main business of the website and keywords currently used on each page

1.2 Create keyword suggestion list for the website using online tools

1.3 Analyse best keywords for macro and sub keywords

1.4 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

1.5 Analyse pages and recommend sections for content

1.6 Analyse current website position in organic listings

1.7 Analyse current success of online advertising

1.8 Analyse current traffic analysis reports using online tools and web-hosting statistics

1.9 Analyse current success of social network marketing content

2. Prepare an internet marketing strategy report

2.1 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

2.2 Make recommendations about search engines and social network media to target, based on volume of users

2.3 Make recommendations on a timeframe for expecting improved search engine results

2.4 Explain search terms

2.5 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)

3. Implement SEO strategy

3.1 Implement macro and sub keywords on pages

3.2 Implement keywords

3.3 Implement sections for content and back links from quality websites

3.4 Create online profiles for updating search engine data

3.5 Introduce website to major search engines

4. Review SEO

4.1 Determine current website position in organic listings

4.2 Review current success of online advertising with regard to website position

4.3 Evaluate current traffic analysis reports and compare to previous results

5. Prepare a client SEO result report

5.1 Analyse website statistics for site reports and listings

5.2 Compare current statistics with previous site reports and listings

5.3 Summarise findings and make further recommendations

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.

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.