Unit of competency Outline

Date retreived
22/07/2026 12:39 PM AWST

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Design effective web search responses

Design effective web search responses

Unit of competency
National Code
BSBMKG525
State Code
AWF82
TGA Status
Replaced
DTWD Status
Replaced
Current Release Number
1.00
Current Release Date
14/01/2016
View on TGA
State Implementation and Classification
Approved Date
05/07/2016
Field of Education
080505 - Marketing
Original Release Date
05/07/2016
Nominal Hours
45
Description
This unit describes the skills and knowledge required to identify, specify, optimise, monitor and evaluate web search.It applies to individuals working in a variety of marketing communication occupational roles who have responsibility for implementing and monitoring search engine optimisation (SEO) for a client.No licensing, legislative or certification requirements apply to this unit at the time of publication.
Notes
Elements and Performance Criteria
1. Identify client requirements
  • 1.1 Identify and clarify client objectives and expectations
  • 1.2 Audit prior search experience for insights and trends
  • 1.3 Determine target audience for search responses
  • 1.4 Recognise and incorporate search requirements within current legislation, regulation and organisational policy
2. Determine search environment
  • 2.1 Determine preferred search focus across content types and geographic location
  • 2.2 Review, evaluate and select preferred search engines that best meet requirements
  • 2.3 Analyse target audience needs, expectations and usage patterns
  • 2.4 Determine the costs and benefits associated with 'paid' versus 'organic' search for the target audience
3. Optimise search
  • 3.1 Implement site code to instruct and optimise robots, crawlers and indexing for search effectiveness
  • 3.2 Undertake URL submission where required by selected engines
  • 3.3 Design and incorporate a targeted keyword taxonomy
  • 3.4 Enhance page and application design, tags, links and metadata to attract effective search results
  • 3.5 Regularly create and update unique page content
  • 3.6 Practise appropriate 'white hat' techniques to the exclusion of 'black hat' deception
4. Monitor and evaluate search effectiveness
  • 4.1 Register and regularly review performance with a web analytics service
  • 4.2 Track page rank using suitable technologies
  • 4.3 Monitor and identify gaps in search performance against requirements and adjust as necessary
  • 4.4 Evaluate and report on web search effectiveness within the target audience
No information
No information
Replaced By
State Code National Code Title Type
OAE61 BSBMKG535 Devise a search engine optimisation strategy Unit of competency