Application
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.
Elements and Performance Criteria
ELEMENT | PERFORMANCE CRITERIA |
Elements describe the essential outcomes. | Performance criteria describe the performance needed to demonstrate achievement of the element. |
1. Research web search environment | 1.1 Identify and clarify client objectives, expectations and target audience 1.2 Review, evaluate and select search engine platforms/applications that most align to client requirements 1.3 Conduct research to determine search terms that are being used by current and prospective customers to find similar products/brands 1.4 Analyse target audience needs, expectations and usage patterns 1.5 Evaluate costs and likely benefits associated with paid search engine marketing compared with organic search engine optimisation 1.6 Document findings and any discernible trends and present to relevant personnel in accordance with organisational policies and procedures |
2. Optimise search engine visibility | 2.1 Apply site code to instruct and optimise robots, crawlers and indexing for search effectiveness 2.2 Directly submit website URL to selected search engine, where relevant, to increase visibility 2.3 Design and implement a targeted keyword taxonomy that aligns to target audience behaviour 2.4 Devise and implement strategies to enhance page and application design, tags, links and metadata to attract effective search results 2.5 Regularly create and update unique page content 2.6 Identify appropriate 'white hat' techniques and distinguish these from ‘black hat’ deceptive techniques |
4. Monitor and evaluate effectiveness of search engine visibility | 4.1 Register and regularly review performance of search engine visibility with a web analytics service 4.2 Track page rank using appropriate technologies in accordance with organisational policies and procedures 4.3 Monitor and identify gaps in search performance against requirements and make adjustments as necessary 4.4 Evaluate, report on web search effectiveness, and deliver to relevant personnel |
Foundation Skills
This section describes those language, literacy, numeracy and employment skills that are essential to performance but not explicit in the performance criteria.
Skill | Description |
Reading | Recognises and interprets textual information to establish job requirements from relevant information Identifies, analyses and evaluates complex textual information to determine legislative and regulatory requirements, trends and outcomes |
Writing | Integrates information from a number of sources to develop material that supports purposes and format of documentation using suitable grammatical structure and clear, logical language |
Oral Communication | Participates in discussions using listening and questioning techniques to elicit the views of others and to clarify or confirm understanding |
Numeracy | Interprets and analyses data from a range of sources Analyses data to effectively inform decisions on appropriateness and cost Uses coding to test systems and improve security |
Navigate the world of work | Adheres to legal and regulatory responsibilities, and job requirements relevant to own work |
Interact with others | Selects and uses appropriate conventions and protocols when communicating with internal and external stakeholders to seek or share information |
Get the work done | Plans processes and organises information to manage workload and address issues as they arise Makes decisions by systematically analysing information, identifying and evaluating options against set criteria, and choosing the most appropriate option Evaluates outcomes of decisions to identify and report on opportunities for improvement Uses a range of technologies to optimise outcomes and extend possibilities |
Sectors
Business Development – Marketing