This unit describes the skills and knowledge required to develop a strategy to improve a website’s position in web search engine organic results.

It applies to individuals working in a variety of marketing and communication occupational roles who have responsibility for implementing and monitoring search engine optimisation (SEO) for a client (either internal or external).

No licensing, legislative or certification requirements apply to this unit at the time of publication.

You may want to include more information here about the target group and the purpose of the assessments (eg formative, summative, recognition)

List each assessment task's title, type (eg project, observation/demonstration, essay, assingnment, checklist) and due date here

Assessment task 1: [title]      Due date:

(add new lines for each of the 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.

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
Identify and clarify client objectives, expectations and target audience
Review, evaluate and select search engine platforms/applications that most align to client requirements
Conduct research to determine search terms that are being used by current and prospective customers to find similar products/brands
Analyse target audience needs, expectations and usage patterns
Evaluate costs and likely benefits associated with paid search engine marketing compared with organic search engine optimisation
Document findings and any discernible trends and present to relevant personnel in accordance with organisational policies and procedures
Apply site code to instruct and optimise robots, crawlers and indexing for search effectiveness
Directly submit website URL to selected search engine, where relevant, to increase visibility
Design and implement a targeted keyword taxonomy that aligns to target audience behaviour
Devise and implement strategies to enhance page and application design, tags, links and metadata to attract effective search results
Regularly create and update unique page content
Identify appropriate 'white hat' techniques and distinguish these from ‘black hat’ deceptive techniques
Register and regularly review performance of search engine visibility with a web analytics service
Track page rank using appropriate technologies in accordance with organisational policies and procedures
Monitor and identify gaps in search performance against requirements and make adjustments as necessary
Evaluate, report on web search effectiveness, and deliver to relevant personnel

Assessment Cover Sheet

BSBMKG535 - Devise a search engine optimisation strategy

Assessment task 1: [title]

Student name:

Student ID:

I declare that the assessment tasks submitted for this unit are my own work.

Student signature:

Result: Competent Not yet competent

Feedback to student

 

 

 

 

 

 

 

 

Assessor name:

Signature:

Date:

Assessment Record Sheet

BSBMKG535 - Devise a search engine optimisation strategy

Student name:

Student ID:

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

(add lines for each task)

Feedback to student:

 

 

 

 

 

 

 

 

Overall assessment result: Competent Not yet competent

Assessor name:

Signature:

Date:

Student signature:

Date: