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Evidence Guide: BSBMKG525 - Design effective web search responses

Student: __________________________________________________

Signature: _________________________________________________

Tips for gathering evidence to demonstrate your skills

The important thing to remember when gathering evidence is that the more evidence the better - that is, the more evidence you gather to demonstrate your skills, the more confident an assessor can be that you have learned the skills not just at one point in time, but are continuing to apply and develop those skills (as opposed to just learning for the test!). Furthermore, one piece of evidence that you collect will not usualy demonstrate all the required criteria for a unit of competency, whereas multiple overlapping pieces of evidence will usually do the trick!

From the Wiki University

 

BSBMKG525 - Design effective web search responses

What evidence can you provide to prove your understanding of each of the following citeria?

Identify client requirements

  1. Identify and clarify client objectives and expectations
  2. Audit prior search experience for insights and trends
  3. Determine target audience for search responses
  4. Recognise and incorporate search requirements within current legislation, regulation and organisational policy
Identify and clarify client objectives and expectations

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Audit prior search experience for insights and trends

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Determine target audience for search responses

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Recognise and incorporate search requirements within current legislation, regulation and organisational policy

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Determine search environment

  1. Determine preferred search focus across content types and geographic location
  2. Review, evaluate and select preferred search engines that best meet requirements
  3. Analyse target audience needs, expectations and usage patterns
  4. 2.4 Determine the costs and benefits associated with 'paid' versus 'organic' search for the target audience
Determine preferred search focus across content types and geographic location

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Review, evaluate and select preferred search engines that best meet requirements

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Analyse target audience needs, expectations and usage patterns

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

2.4 Determine the costs and benefits associated with 'paid' versus 'organic' search for the target audience

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Optimise search

  1. Implement site code to instruct and optimise robots, crawlers and indexing for search effectiveness
  2. Undertake URL submission where required by selected engines
  3. Design and incorporate a targeted keyword taxonomy
  4. Enhance page and application design, tags, links and metadata to attract effective search results
  5. Regularly create and update unique page content
  6. 3.6 Practise appropriate 'white hat' techniques to the exclusion of 'black hat' deception
Implement site code to instruct and optimise robots, crawlers and indexing for search effectiveness

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Undertake URL submission where required by selected engines

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Design and incorporate a targeted keyword taxonomy

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Enhance page and application design, tags, links and metadata to attract effective search results

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Regularly create and update unique page content

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

3.6 Practise appropriate 'white hat' techniques to the exclusion of 'black hat' deception

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Monitor and evaluate search effectiveness

  1. Register and regularly review performance with a web analytics service
  2. Track page rank using suitable technologies
  3. Monitor and identify gaps in search performance against requirements and adjust as necessary
  4. Evaluate and report on web search effectiveness within the target audience
Register and regularly review performance with a web analytics service

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Track page rank using suitable technologies

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Monitor and identify gaps in search performance against requirements and adjust as necessary

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Evaluate and report on web search effectiveness within the target audience

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Assessed

Teacher: ___________________________________ Date: _________

Signature: ________________________________________________

Comments:

 

 

 

 

 

 

 

 

Instructions to Assessors

Evidence Guide

ELEMENT

PERFORMANCE CRITERIA

Elements describe the essential outcomes.

Performance criteria describe the performance needed to demonstrate achievement of the element.

1. Identify client requirements

1.1 Identify and clarify client objectives and expectations

1.2 Audit prior search experience for insights and trends

1.3 Determine target audience for search responses

1.4 Recognise and incorporate search requirements within current legislation, regulation and organisational policy

2. Determine search environment

2.1 Determine preferred search focus across content types and geographic location

2.2 Review, evaluate and select preferred search engines that best meet requirements

2.3 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

3.1 Implement site code to instruct and optimise robots, crawlers and indexing for search effectiveness

3.2 Undertake URL submission where required by selected engines

3.3 Design and incorporate a targeted keyword taxonomy

3.4 Enhance page and application design, tags, links and metadata to attract effective search results

3.5 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

4.1 Register and regularly review performance with a web analytics service

4.2 Track page rank using suitable technologies

4.3 Monitor and identify gaps in search performance against requirements and adjust as necessary

4.4 Evaluate and report on web search effectiveness within the target audience

Required Skills and Knowledge

ELEMENT

PERFORMANCE CRITERIA

Elements describe the essential outcomes.

Performance criteria describe the performance needed to demonstrate achievement of the element.

1. Identify client requirements

1.1 Identify and clarify client objectives and expectations

1.2 Audit prior search experience for insights and trends

1.3 Determine target audience for search responses

1.4 Recognise and incorporate search requirements within current legislation, regulation and organisational policy

2. Determine search environment

2.1 Determine preferred search focus across content types and geographic location

2.2 Review, evaluate and select preferred search engines that best meet requirements

2.3 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

3.1 Implement site code to instruct and optimise robots, crawlers and indexing for search effectiveness

3.2 Undertake URL submission where required by selected engines

3.3 Design and incorporate a targeted keyword taxonomy

3.4 Enhance page and application design, tags, links and metadata to attract effective search results

3.5 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

4.1 Register and regularly review performance with a web analytics service

4.2 Track page rank using suitable technologies

4.3 Monitor and identify gaps in search performance against requirements and adjust as necessary

4.4 Evaluate and report on web search effectiveness within the target audience

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.

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.