Principles of Keywords and Optimisation

Overview

Framework:
RQF
Level:
Level 3
Unit No:
H/508/0203
Credits:
5
Guided learning hours:
30 hours

Assessment Guidance

n/a

Unit Learning Outcomes

1

Understand Search Engine Optimisation (SEO).

Assessment Criteria

  • 1.1

    Define the term Search Engine Optimisation (SEO).

  • 1.2

    Explain the importance of SEO to a business.

  • 1.3

    Explain the difference between organic and ‘paid’ search results.

  • 1.4

    Describe the differences between Pay-per-Click and Pay-per-Impression.

  • 1.5

    Describe the factors that need to be considered as part of an SEO plan.

2

Be able to plan implementation of SEO techniques.

Assessment Criteria

  • 2.1

    Define the term “keyword”.

  • 2.2

    Explain the factors to consider when identifying keywords and/or keyword phrases.

  • 2.3

    Create a list of keywords and/or keyword phrases for a business.

  • 2.4

    Identify the competition and monthly search volumes for the keywords and/or keyword phrases identified for a business.

  • 2.5

    Explain where on a website a search engine looks for keywords and/or keyword phrases.

  • 2.6

    Research others' use of keywords and/or keyword phrases to maximise keyword effectiveness for a website.

  • 2.7

    Review the list of keywords and/or keyword phrases in a website for a business.

  • 2.8

    Describe how link building can help or hinder the search engine ranking of a website.

  • 2.9

    Create a link building plan for the website for a business.

  • 2.10

    Describe the factors that can positively and negatively affect how a search engine ranks a website.

3

Understand Social Media Optimisation (SMO).

Assessment Criteria

  • 3.1

    Define the term Social Media Optimisation (SMO).

  • 3.2

    Explain why SMO is important to a business.

  • 3.3

    Explain how search engines include different tools and channels of Social Mediain their results.

  • 3.4

    Explain how to use keywords and/or keyword phrases to listen and engage with a Social Media audience.

  • 3.5

    Compare how SEO for a website differs for SMO.

4

Understand how to plan implementation of a website optimised for mobile devices.

Assessment Criteria

  • 4.1

    Define the term Mobile Optimisation.

  • 4.2

    Identify the main differences between SEO and Mobile Optimisation.

  • 4.3

    Explain why Mobile Optimisation is important to a business.

  • 4.4

    Describe how to optimise a website for viewing on a mobile device.

  • 4.5

    Explain why keywords and/or keyword phrases for a mobile website might differ from those for a non-mobile website.

  • 4.6

    Identify changes required to a non-mobile website to make it suitable for mobile devices.