Elements and Performance Criteria
- Research web search environment
- 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
- Optimise search engine visibility
- 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
- Monitor and evaluate effectiveness of search engine visibility
- 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