Unit of competency Outline
Date retreived
22/07/2026 9:26 AM AWST
22/07/2026 9:26 AM AWST
Whilst all efforts are made to provide accurate and timely information from the relevant source/documentation, please be aware that the information supplied may not be the most current version. The accuracy of the detail has not been confirmed by the Department and therefore should not be relied upon without first confirming the contents.
Optimise search engines
Optimise search engines
Unit of competency
National Code
ICAWEB413A
ICAWEB413A
State Code
D8136
D8136
TGA Status
Replaced
Replaced
DTWD Status
Replaced
Replaced
State Implementation and Classification
Approved Date
04/11/2011
Field of Education
020103 - Programming
Original Release Date
04/11/2011
Nominal Hours
50
Description
This unit describes the performance outcomes, skills and knowledge required to implement search engine optimisation (SEO) techniques.
Notes
Elements and Performance Criteria
1. Analyse internet-marketing requirements
- 1.1 Determine main business of the website and keywords currently used on each page
- 1.2 Create keyword suggestion list for the website using online tools
- 1.3 Analyse best keywords for macro and sub keywords
- 1.4 Create recommendations for improved optimisation for image search optimisation (ISO), keyword density on web pages, keywords used in headings and heading levels and meta-elements and page tiles
- 1.5 Analyse pages and recommend sections for content
- 1.6 Analyse current website position in organic listings
- 1.7 Analyse current success of online advertising
- 1.8 Analyse current traffic analysis reports using online tools and web-hosting statistics
- 1.9 Analyse current success of social network marketing content
2. Prepare an internet marketing strategy report
- 2.1 Use detail from analysis to prepare a recommendation report for the client, covering the differences between search engine optimisation, search engine marketing and social network marketing
- 2.2 Make recommendations about search engines and social network media to target, based on volume of users
- 2.3 Make recommendations on a timeframe for expecting improved search engine results
- 2.4 Explain search terms
- 2.5 Make recommendations for the implementation of search engine optimisation and search engine marketing, including a summary of recommendations on methods to improve search engine rankings, both organic and pay per click (PPC)
3. Implement SEO strategy
- 3.1 Implement macro and sub keywords on pages
- 3.2 Implement keywords
- 3.3 Implement sections for content and back links from quality websites
- 3.4 Create online profiles for updating search engine data
- 3.5 Introduce website to major search engines
4. Review SEO
- 4.1 Determine current website position in organic listings
- 4.2 Review current success of online advertising with regard to website position
- 4.3 Evaluate current traffic analysis reports and compare to previous results
5. Prepare a client SEO result report
- 5.1 Analyse website statistics for site reports and listings
- 5.2 Compare current statistics with previous site reports and listings
- 5.3 Summarise findings and make further recommendations
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.
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
Flickr
MySpace
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
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.
The evidence guide provides advice on assessment and must be read in conjunction with the performance criteria, required skills and knowledge, range statement and the Assessment Guidelines for the Training Package.
Overview of assessment
Critical aspects for assessment and evidence required to demonstrate competency in this unit
Evidence of the ability to:
successfully optimise pages for search engine optimisation
introduce web pages to search engines
monitor search engine performance
make recommendations for:
keyword enhancements
SEM
social network marketing.
Context of and specific resources for assessment
Assessment must ensure access to:
website files
file transfer protocol (FTP)
internet access
profiling tools
social network marketing logins
appropriate learning and assessment support when required.
Where applicable, physical resources should include equipment modified for people with special needs.
Method of assessment
A range of assessment methods should be used to assess practical skills and knowledge. The following examples are appropriate for this unit:
verbal or written questioning regarding internet marketing methods
review of report of internet marketing methods and best practices
analysis of enhancement of internet marketing to a current website.
Guidance information for assessment
Holistic assessment with other units relevant to the industry sector, workplace and job role is recommended, where appropriate.
Assessment processes and techniques must be culturally appropriate, and suitable to the communication skill level, language, literacy and numeracy capacity of the candidate and the work being performed.
Indigenous people and other people from a non-English speaking background may need additional support.
In cases where practical assessment is used it should be combined with targeted questioning to assess required knowledge.
Overview of assessment
Critical aspects for assessment and evidence required to demonstrate competency in this unit
Evidence of the ability to:
successfully optimise pages for search engine optimisation
introduce web pages to search engines
monitor search engine performance
make recommendations for:
keyword enhancements
SEM
social network marketing.
Context of and specific resources for assessment
Assessment must ensure access to:
website files
file transfer protocol (FTP)
internet access
profiling tools
social network marketing logins
appropriate learning and assessment support when required.
Where applicable, physical resources should include equipment modified for people with special needs.
Method of assessment
A range of assessment methods should be used to assess practical skills and knowledge. The following examples are appropriate for this unit:
verbal or written questioning regarding internet marketing methods
review of report of internet marketing methods and best practices
analysis of enhancement of internet marketing to a current website.
Guidance information for assessment
Holistic assessment with other units relevant to the industry sector, workplace and job role is recommended, where appropriate.
Assessment processes and techniques must be culturally appropriate, and suitable to the communication skill level, language, literacy and numeracy capacity of the candidate and the work being performed.
Indigenous people and other people from a non-English speaking background may need additional support.
In cases where practical assessment is used it should be combined with targeted questioning to assess required knowledge.
Replaced By
| State Code | National Code | Title | Type |
|---|---|---|---|
| AUP92 | ICTWEB413 | Optimise search engines | Unit of competency |
| State Code | National Code | Title | Type |
|---|---|---|---|
| D557 | ICA40111 | Certificate IV in Information Technology | Qualification |
| D559 | ICA40311 | Certificate IV in Web-Based Technologies | Qualification |