Unit of competency Outline

Date retreived
22/07/2026 3:25 PM AWST

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Devise a search engine optimisation strategy

Devise a search engine optimisation strategy

Unit of competency
National Code
BSBMKG535
State Code
OAE61
TGA Status
Replaced
DTWD Status
Replaced
Current Release Number
1.00
Current Release Date
27/09/2018
View on TGA
State Implementation and Classification
Approved Date
14/02/2019
Field of Education
080505 - Marketing
Original Release Date
14/02/2019
Nominal Hours
45
Description
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.
Notes
Elements and Performance Criteria
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
No information
No information
Replaces
State Code National Code Title Type
AWF82 BSBMKG525 Design effective web search responses Unit of competency
Replaced By
State Code National Code Title Type
OCF35 BSBMKG546 Develop social media engagement plans Unit of competency
State Code National Code Title Type
AD355 BSBSS00079 Digital Applications Skill Set Skill set
AZK1 BSB52415 Diploma of Marketing and Communication Qualification