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.
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.
Assessment must be conducted in a safe environment where evidence gathered demonstrates consistent performance of typical activities experienced in the marketing communications field of work and include access to:
relevant legislation and regulations
communications equipment and technology
relevant workplace documentation and resources
case studies or, where possible, real situations
industry software packages and apps (where applicable).
Assessors of this unit must satisfy the requirements for assessors in applicable vocational education and training legislation, frameworks and/or standards.