Application
This unit applies to web designers who are responsible for:
creating and implementing good internet-marketing practices
optimising pages for search engine optimisation
introducing web pages to search engines
monitoring search engine performance
making recommendations for keyword enhancements
making recommendations for search engine marketing (SEM)
making recommendations for social network marketing (SNM).
Prerequisites
Not applicable.
Elements and Performance Criteria
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 |
Required Skills
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.
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 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. |
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 Flickr MySpace 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 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. |
Sectors
Web
Employability Skills
This unit contains employability skills.
Licensing Information
No licensing, legislative, regulatory or certification requirements apply to this unit at the time of endorsement but users should confirm requirements with the relevant federal, state or territory authority.