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.
Required skills
analytical skills to assess current SEO against required results
communication skills to:
create well-structured SEO client reports
make recommendations on SEO based on well-founded research
understand the client requirements
literacy skills to:
select appropriate keywords
understand the underpinning concepts
use keywords in a meaningful and structured way related to content
planning and organisational skills to:
analyse current SEO status and make recommendations
create a post project analysis report
implement an SEO strategy
problem-solving skills to understand the SEO need
learning skills to research and deploy current methods of SEO
technical skills to:
integrate SEO into web documents
use social network media to advantage.
Required knowledge
internet-marketing concepts, including:
search terms
keywords
keyword density
search engine ranking
search engine methods of assessing SEO
back links
social network media in context of SEO.
The range statement relates to the unit of competency as a whole. It allows for different work environments and situations that may affect performance. Bold italicised wording, if used in the performance criteria, is detailed below. Essential operating conditions that may be present with training and assessment (depending on the work situation, needs of the candidate, accessibility of the item, and local industry and regional contexts) may also be included.
Keywords may relate to: | technique used to populate a web page with words used by internet users in search engine search terms use of keywords: keyword density macro keywords sub keywords. |
Image search optimisation may include: | alt attribute image accessibility image naming image quality text around the image. |
Meta-elements: | are HTML and XHTML elements used to provide structured metadata about a web page may include: keywords language page title robots attribute. |
Organic listings may include: | listings in search engines that are not paid for. |
Traffic analysis reports may include: | Google Analytics Google Webmaster Tools traffic statistics found in web server log files. |
Social network marketing may include: | blogs deviantArt Facebook Flickr LinkedIn MySpace Twitter wikis YouTube. |
Search engine optimisation may include: | preparing a website so it lists effectively in organic search engine listings. |
Search engine marketing may relate to: | broader search engine marketing activities: paid advertising paid inclusion paid placement of: banner ads paid directory listings sponsored links. |
Search engine may include: | Bing Google Open Directory Project (ODP) Yahoo. |
Search terms may include: | difference between a macro search and a sub search how the major search engines rank web pages website current position in search engine rankings benefit of using online tools to create profiles, such as Google Analytics, Google Webmaster Tools and WebStats for updating search engine data use of quality back links. |
Pay per click (PPC) may include: | paying the host when ad is clicked bidding for keywords. |
Keywords may include: | alt tags web pages headings and heading levels metadata and page tiles section the content and implement section headings as per current HTML specification. |
Site reports and listings may include: | advertising report social network media access report traffic analysis reports website position in organic listings. |
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