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. Analyse internet-marketing requirements | 1.1 Determine the main business of the website, and the keywords currently used on each page 1.2 Create a keyword suggestion list for the website, using online tools 1.3 Analyse the best keywords for macro and sub-keywords 1.4 Create recommendations for improved optimisation for image search optimisation (ISO), keyword density on web pages, and keywords used in headings and heading levels meta-elements and page tiles 1.5 Analyse the pages, and recommend sections for content 1.6 Analyse the current website position in organic listings 1.7 Analyse the current success of online advertising 1.8 Analyse current traffic analysis reports, using online tools and the web-hosting statistics 1.9 Analyse the current success of the social network marketing content |
2. Prepare an internet marketing strategy report | 2.1 Use detail from the 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 the target, based on the volume of users 2.3 Make recommendations regarding a timeframe for expecting improved search engine results 2.4 Explain the search terms 2.5 Make recommendations for the implementation of search engine optimisation, and search engine marketing, including a summary of recommendations on the methods to improve search engine rankings, both organic and pay per click (PPC) |
3. Implement the SEO strategy | 3.1 Implement the macro and sub-keywords on pages 3.2 Implement keywords 3.3 Implement the sections for content, and back links from quality websites 3.4 Create online profiles for updating search engine data 3.5 Introduce the website to major search engines |
4. Review the SEO | 4.1 Determine current website position in organic listings 4.2 Review the current success of online advertising with regard to the website’s position 4.3 Evaluate current traffic analysis reports, and compare these with 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 the findings, and make further recommendations |
Evidence of the ability to:
analyse internet marketing requirements
prepare and implement, an internet search engine marketing strategy
monitor search engine performance
make recommendations for:
keyword enhancements
search engine marketing (SEM)
social network marketing (SNM).
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:
describe internet marketing methods and best practices, including:
search terms
keywords
keyword density
search engine ranking
search engine methods of assessing search engine optimisation (SEO)
back links
social network media in the context of SEO
analyse and interpret, the internet marketing strategy of a website.
Gather evidence to demonstrate consistent performance in conditions that are safe and replicate the workplace. Noise levels, production flow, interruptions and time variances must be typical of those experienced in website technologies field of work, and include access to the:
website files
file transfer protocol (FTP)
internet
profiling tools
social network marketing logins.
Assessors must satisfy NVR/AQTF assessor requirements.