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Evidence Guide: BSBMKG535 - Devise a search engine optimisation strategy

Student: __________________________________________________

Signature: _________________________________________________

Tips for gathering evidence to demonstrate your skills

The important thing to remember when gathering evidence is that the more evidence the better - that is, the more evidence you gather to demonstrate your skills, the more confident an assessor can be that you have learned the skills not just at one point in time, but are continuing to apply and develop those skills (as opposed to just learning for the test!). Furthermore, one piece of evidence that you collect will not usualy demonstrate all the required criteria for a unit of competency, whereas multiple overlapping pieces of evidence will usually do the trick!

From the Wiki University

 

BSBMKG535 - Devise a search engine optimisation strategy

What evidence can you provide to prove your understanding of each of the following citeria?

Research web search environment

  1. Identify and clarify client objectives, expectations and target audience
  2. Review, evaluate and select search engine platforms/applications that most align to client requirements
  3. Conduct research to determine search terms that are being used by current and prospective customers to find similar products/brands
  4. Analyse target audience needs, expectations and usage patterns
  5. Evaluate costs and likely benefits associated with paid search engine marketing compared with organic search engine optimisation
  6. Document findings and any discernible trends and present to relevant personnel in accordance with organisational policies and procedures
Identify and clarify client objectives, expectations and target audience

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Review, evaluate and select search engine platforms/applications that most align to client requirements

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Conduct research to determine search terms that are being used by current and prospective customers to find similar products/brands

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Analyse target audience needs, expectations and usage patterns

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Evaluate costs and likely benefits associated with paid search engine marketing compared with organic search engine optimisation

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Document findings and any discernible trends and present to relevant personnel in accordance with organisational policies and procedures

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Optimise search engine visibility

  1. Apply site code to instruct and optimise robots, crawlers and indexing for search effectiveness
  2. Directly submit website URL to selected search engine, where relevant, to increase visibility
  3. Design and implement a targeted keyword taxonomy that aligns to target audience behaviour
  4. Devise and implement strategies to enhance page and application design, tags, links and metadata to attract effective search results
  5. Regularly create and update unique page content
  6. Identify appropriate 'white hat' techniques and distinguish these from ‘black hat’ deceptive techniques
Apply site code to instruct and optimise robots, crawlers and indexing for search effectiveness

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Directly submit website URL to selected search engine, where relevant, to increase visibility

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Design and implement a targeted keyword taxonomy that aligns to target audience behaviour

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Devise and implement strategies to enhance page and application design, tags, links and metadata to attract effective search results

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Regularly create and update unique page content

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Identify appropriate 'white hat' techniques and distinguish these from ‘black hat’ deceptive techniques

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Monitor and evaluate effectiveness of search engine visibility

  1. Register and regularly review performance of search engine visibility with a web analytics service
  2. Track page rank using appropriate technologies in accordance with organisational policies and procedures
  3. Monitor and identify gaps in search performance against requirements and make adjustments as necessary
  4. Evaluate, report on web search effectiveness, and deliver to relevant personnel
Register and regularly review performance of search engine visibility with a web analytics service

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Track page rank using appropriate technologies in accordance with organisational policies and procedures

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Monitor and identify gaps in search performance against requirements and make adjustments as necessary

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Evaluate, report on web search effectiveness, and deliver to relevant personnel

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Assessed

Teacher: ___________________________________ Date: _________

Signature: ________________________________________________

Comments:

 

 

 

 

 

 

 

 

Instructions to Assessors

Required Skills and Knowledge