STUDENT ASSESSMENT
GUIDE
DGMSEO001 BUILD AND IMPLEMENT A SEARCH ENGINE
OPTIMISATION STRATEGY
10787NAT ADVANCED DIPLOMA OF DIGITAL MARKETING
DGMSEO001 BUILD AND IMPLEMENT A SEARCH ENGINE OPTIMISATION STRATEGY:
STUDENT ASSESSMENT GUIDE
CONTENTS
1. INTRODUCTION ............................................................................................................ 3
2. TASK A – KNOWLEDGE QUESTIONS ............................................................................... 5
3. TASK B – DEVELOP AN SEO STRATEGY ........................................................................... 9
4. TASK C – IMPLEMENT THE SEO STRATEGY ................................................................... 15
5. TASK D – OPTIMISE PERFORMANCE AND IMPROVE THE STRATEGY ............................. 18
6. ASSESSMENT SUBMISSION ......................................................................................... 21
7. APPENDIX ................................................................................................................... 22
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1. INTRODUCTION
1A. THE PURPOSE OF THIS ASSESSMENT
This assessment will develop your skills and knowledge required to plan and execute a
Search Engine Optimisation (SEO) strategy.
COMPETENCIES BEING ASSESSED
This assessment has been aligned against the unit of competency DGMSEO001 Build and
implement a search engine optimisation strategy. This unit requires you to:
1.
2.
3.
4.
Develop SEO strategy
Implement the SEO strategy
Optimise search engine functionality
Improve SEO strategy
1B. WHAT YOU ARE REQUIRED TO DO
This assessment has four tasks. You must complete all tasks and questions.
STEP 1. COMPLETE THE REQUIRED LEARNING CONTENT
Before attempting the assessment, ensure you complete the supplied learning content. This
content will help you develop the skills and knowledge you need to complete your
assessment.
STEP 2. COMPLETE TASK A (KNOWLEDGE QUESTIONS)
Task A is a series of short answer questions that will test your understanding and knowledge
of SEO.
STEP 3. COMPLETE TASKS B-D (PRACTICAL QUESTIONS)
Over Tasks B, C and D, you will plan and implement a Search Engine Optimisation strategy,
then review its performance.
You may choose to base Tasks B, C and D on:
a) The provided case study, OR
b) Your own workplace
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A NOTE ON USING YOUR OWN WORKPLACE
If you are using your own workplace, you must make sure you have access
to relevant documentation and resources. This includes:


Tools for monitoring and assessing SEO performance
At least one stakeholder who can provide useful feedback on an
SEO strategy and its implementation
You will also be required to provide evidence of your work and other
documentation as your progress through Tasks B-D.
If you wish to use your own workplace, you must discuss this with your
trainer before starting Tasks B-D. Make sure you receive approval from
your trainer to use your own workplace.
STEP 4. SUBMIT YOUR ASSESSMENT
Once you have completed Tasks A-D, check your assessment to ensure you have fully
answered all questions. Then submit your assessment by the due date provided.
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2. TASK A – KNOWLEDGE
QUESTIONS
2A. INSTRUCTIONS
Answer the questions below to demonstrate your knowledge of SEO.
When answering the questions, make sure you:





Answer all parts of each question
Use your own words and give examples wherever possible
Keep in mind the quality of your answer is more important than how long it is
Enter your answers in this document
Acknowledge and cite any sources used
2B. QUESTIONS
Question A1
a) In your own words, explain what search engines are and how they work.
b) Describe the relevance of backlinks, Search Engine Results Pages (SERPs) and
different types of keywords for SEO.
(150-300 words)
Your answer:
Question A2
Provide a summary, and explain the relevance to SEO marketers, of the following legislation
and codes of practice.
(150-300 words)
Your answer:
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Legislation/Code of practice
Summary and its relevance to SEO marketers
Australian Consumer Law
(ACL)
Privacy Act 1988, including
the Australian Privacy
Principles
Australian Copyright Act 1968
and Amendment Act 2006
ACCC Media Code of Conduct
Intellectual property (IP)
legislation administered by IP
Australia
Question A3
Explain the difference between on-page and off-page optimisation.
(100-200 words)
Your answer:
Question A4
Explain two or more advantages and two or more disadvantages for:


Paid Search
Organic Search
(100-200 words)
Your answer:
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Advantages
Disadvantages
Paid Search
Organic Search
Question A5
Describe how you can use the following methods to inform audience and keyword research:





Surveys
Focus groups
Social media listening platforms
Statistical analysis
Research professionals
(150-300 words)
Your answer:
Question A6
In your own words, explain what the following metrics are and their importance to SEO
strategy:




Organic search traffic
Paid search traffic
Organic bounce rate
Organic conversion rate
(150-300 words)
Your answer:
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Question A7
Describe how the following activities and approaches can be used as part of an SEO
strategy:



Designing and writing briefs
Press release optimisation
International rollout
(150-300 words)
Your answer:
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3. TASK B – DEVELOP AN SEO
STRATEGY
3A. INSTRUCTIONS
In Task B, you will create a display or video advertising strategy for a brand.
For Tasks B, C, and D, you may either:


Use the provided case study, OR
Use your own workplace
IF YOU ARE USING THE CASE STUDY
Make sure you read the Case Study Information document provided before starting the
questions below.
INTRODUCTION TO THE CASE STUDY
You are required to create, implement, and review an SEO strategy for
Whitefield, a company that sells sustainable, plant-based food products.
You are to presume the role of being a Senior Search Manager at Fire
Communications, a marketing agency based in Sydney. Your role includes
developing SEO strategies and presenting them to clients.
One of your leading clients is Whitefield. The new Head of Marketing at
Whitefield believes that the brand, in the past, has concentrated too much
on performance marketing. They have asked for your input on what an
SEO strategy could look like for Whitefield.
IF YOU ARE USING YOUR OWN WORKPLACE
If you are using your own workplace, you must make sure you have access to relevant
documentation and resources.
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DOCUMENTATION AND RESOURCES
If you choose to use your own workplace, you must have access to:



Tools for monitoring and assessing SEO performance
At least one stakeholder who can provide useful feedback on an
SEO strategy and its implementation
Resources for implementing at least part of the SEO strategy you
develop. For example, this could require creating content or
working with a web developer to make changes to a website
You will also be required to provide evidence of your work and relevant documentation as
your progress through Tasks B-D.
GAIN APPROVAL FOR USING YOUR OWN WORKPLACE
If you wish to use your own workplace for the following questions, you
must discuss this with your trainer.
Make sure you receive approval from your trainer to use your own
workplace before starting Tasks B-D.
3B. QUESTIONS
Question B1
Identify if you will be using the case study or your own workplace for Tasks B-D.
If you are using your own workplace, also:


Provide a brief description of the company you work for (50-100 words)
Identify and briefly describe the website you will base your SEO strategy on (50-100
words)
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A NOTE ON USING YOUR OWN WORKPLACE
If you are using your own workplace, you must have access to relevant
resources and documentation. This includes:



Tools for monitoring and assessing SEO performance
At least one stakeholder who can provide useful feedback on an
SEO strategy and its implementation
Resources for implementing at least part of the SEO strategy you
develop. For example, this could require creating content or
working with a web developer to make changes to a website
Your answer:
Question B2
Review the organisation’s business and marketing goals. Then, set at least two goals and
two objectives relating to its SEO strategy.
IF YOU ARE USING THE CASE STUDY
Review the business and marketing goals of both Fire Communications
and Whitefield. Then set at least two goals and two objectives relating to
Whitefield’s SEO strategy.
(75-150 words)
Your answer:
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Question B3
Research the target market of your SEO strategy. Then:


Describe what research techniques you used
Define the target audience, including their demographic qualities and their needs
(100-250 words)
Your answer:
Question B4
You now need to prepare an SEO strategy. To develop this strategy, you’ll need to
undertake research on keywords, competitors, content, and technical performance.
Ensure your SEO strategy details:

Current SEO performance – ensure you describe the website’s current on-page, offpage, and technical SEO performance.

A competitor analysis – ensure you identify and analyse both business and organic
search competitors.

The target audience - identify and describe the target audience, including their
needs and demographic qualities. Also describe content that engages the target
audience, as informed by social listening and other research.

Keyword analysis - outline the insights you have gained from keyword research,
including keyword gaps and opportunities.

SEO recommendations – explain strategies to improve on-page, off-page, and
technical SEO performance.
SEO STRATEGY TEMPLATE
You may use the SEO strategy template provided in the appendix to create
your strategy.
Alternatively, you may use a template from your workplace, as long it
covers the requirements outlined above.
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You may:


Write your SEO strategy directly into the space below, or
Write your SEO strategy in another document and attach it below
(300-800 words)
Your answer:
Question B5
Now you have created an SEO strategy, you need to share your strategy with others.
Set up a meeting with at least one stakeholder.
IF YOU ARE USING THE CASE STUDY
You are to role play being a Senior Search Marketer at Fire
Communications. You are to meet with the Whitefield Products Marketing
Manager and the Whitefield Rewards Marketing Manager.
These positions can be role played by your trainer, friend, family member,
another student in your unit or work colleague. To enable them to play
these roles, you will need to provide them with the briefing instructions
provided in the appendix of the Case Study Information document.
IF YOU ARE USING YOUR OWN WORKPLACE
You must meet with someone who is in a good position to provide you
with feedback on your SEO strategies. For example, you may choose to
meet with an SEO specialist, Marketing Director, or client.
Use the meeting to present a brief summary of your SEO strategy. Make sure you emphasize
your recommendations for how on-page, off-page and technical SEO can be improved.
After your meeting, record notes of what was discussed.
(75-150 words)
Your answer:
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4. TASK C – IMPLEMENT THE
SEO STRATEGY
4A. INSTRUCTIONS
Task C follows on from Task B. In this task, you are to create an action plan for implementing
your SEO strategy.
IF YOU ARE USING THE CASE STUDY
Your clients at Whitefield are impressed by the SEO recommendations and
strategy you put forward as part of Task B.
To move forward on bringing this strategy to life, you need to develop a
draft action plan, discuss it with key members of your team and modify it
as necessary.
4B. QUESTIONS
Question C1
Create a draft action plan for implementing your SEO strategy. Ensure your plan outlines:







SEO goals
Required actions and their priorities
A schedule of required actions
Roles and responsibilities
Required resources
Metrics and approaches to be used to measure success
Risks, and how they can be mitigated or avoided
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SEO ACTION PLAN TEMPLATE
You may use the SEO action plan template provided in the appendix to
create your plan.
Alternatively, you may use a template from your workplace, as long it
covers the requirements outlined above.
You may:


Write your action plan directly into the space below, or
Write your action plan in another document and attach it below
(300-500 words)
Your answer:
Question C2
Now you have drafted your action plan, you need to seek feedback on it.
Set up a meeting with at least one stakeholder.
IF YOU ARE USING THE CASE STUDY
You are to role play being a Senior Search Marketer at Fire
Communications. You are to meet with the Head of Search and SEO
specialist at Fire Communications.
These positions can be role played by your trainer, friend, family member,
another student in your unit or work colleague. To enable them to play
these roles, you will need to provide them with the briefing instructions
provided in appendix of the Case Study Information document.
IF YOU ARE USING YOUR OWN WORKPLACE
You must meet with someone who is in a good position to provide you
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with feedback on your draft SEO action plan. For example, you may
choose to meet with an SEO specialist or Marketing Director.
Use the meeting to:
 Present an overview of your action plan, including required actions, timeframes,
roles and responsibilities
 Gain feedback on your action plan
 Discuss any changes needed to your action plan
YOUR MEETING WILL BE OBSERVED
Your trainer will assess your meeting against the observation checklist
provided in the marking guide document. Your trainer will be looking for
your ability to:




Present a summary of your SEO action plan
Engage others and seek their feedback
Use appropriate verbal and non-verbal communication
Lead the meeting
You may arrange a time for your trainer to observe your meeting in realtime – either virtually or in person.
Alternatively, you may record your meeting and provide a link to it. For
example, you may upload your recording to YouTube as an unlisted video
or provide a link to a Google Drive folder. If you are sharing a link, ensure
you test your link to make sure it is working correctly.
After your meeting, record notes of what was discussed.
(75-150 words)
Your answer:
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5. TASK D – OPTIMISE
PERFORMANCE AND IMPROVE
THE STRATEGY
5A. INSTRUCTIONS
Task D follows on from Task C. In this task, you are to review and analyse the performance
of your SEO strategies.
IF YOU ARE USING THE CASE STUDY
It’s now been just over 12 months since you implemented your 1-year SEO
strategy for Whitefield.
You have been asked to evaluate the performance of Whitefield’s SEO,
document the results in a report and present them to the Whitefield
client. Then adjust Whitefield’s strategy to further improve the brand’s
SEO performance.
IF YOU ARE USING YOUR OWN WORKPLACE
You must have implemented some of your SEO action plan and strategy
over a period of at least two weeks. You are to review these early-stage
results and use your insights to adjust your SEO strategy.
5B. QUESTIONS
Question D1
Create a report that analyses the success of your SEO strategies to date. Ensure your report
evaluates the performance against key SEO metrics.
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SEO PERFORMANCE REPORT TEMPLATE
You may use the SEO performance report template provided in the
appendix to create your report.
Alternatively, you may use a template from your workplace, as long it
covers the requirements outlined above.
You may:


Write your performance report directly into the space below, or
Write your performance report in another document and attach it
below
(350-500 words)
Your answer:
Question D2
You now need to share the SEO performance report you created in the previous question.
IF YOU ARE USING THE CASE STUDY
Prepare copy (text) for an email sharing the report with relevant
stakeholders. Ensure your email copy:




Introduces the report and provides a brief summary of it
Provides at least two recommendations for improving SEO
performance
Explains the report is attached to the email
Uses professional language
(100-200 words)
IF YOU ARE USING YOUR OWN WORKPLACE
Provide evidence of how you have shared your report, such as in the form
of meeting minutes or screenshots of email communication.
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Your answer:
Question D3
Explain how you will adjust the SEO strategy to further improve SEO performance.
IF YOU ARE USING THE CASE STUDY
You are to explain how you will adjust Whitefield’s SEO strategy to further
improve the brand’s SEO performance over the next 12 months.
(100-300 words)
Your answer:
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6. ASSESSMENT SUBMISSION
6A. INSTRUCTIONS
Once you have completed Tasks A-D, you may submit your assessment. Ensure you do this
by the provided due date.
Before submitting, use the checklist below to make sure you have completed all questions
and provided all relevant evidence.
6B. CHECKLIST
STUDENT SELF-CHECKLIST
Instructions: Place a tick ‘✓ ’ in the Yes (“Y”) column for each component you have completed.
Have you…
Related assessment
question(s)
Answered all knowledge questions?
Task A, Questions A1 – A7
Answered all practical questions?
Task B, Questions B1 – B4
Y
✓
Task C, Questions C1 – C2
Task D, Questions D1 – D3
Attached your SEO strategy (if you created
this as a separate document)?
Task B, Question B3
Attached your SEO action plan (if you created
this as a separate document)?
Task C, Question C1
Attached your SEO performance report (if
you created this as a separate document)?
Task D, Question D1
Provided a working link to a recording of your Task C, Question C2
meeting (if your trainer did not observe your
meeting virtually or in-person)?
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7. APPENDIX
7A. SEO STRATEGY TEMPLATE
Instructions: Use the template to detail your SEO strategy:


Replace the parts highlighted in yellow with appropriate information
Further instructions on information to be included in various sections are provided
below
SEO STRATEGY:
NAME OF WEBSITE & URL
DATE
1. Introduction
Instructions: Provide a brief summary of your SEO recommendations.
2. Current performance
On-page performance and search visibility
Instructions: Outline and analyse on-page performance. Ensure you also describe the
visibility of the website in organic search.
Technical performance
Instructions: Outline and analyse the technical performance of the website.
Off-page performance
Instructions: Outline and analyse the off-page performance of the website, including its
backlink performance.
3. Competitor analysis
Business competitors
Instructions: Describe the SEO performance of business competitors.
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Organic search competitors
Instructions: Describe who the website’s organic search competitors are and how their
SEO performance compares to your selected website.
4. Audience insights
Target audience
Instructions: Briefly summarise who the website’s target audience is, including what
segments exist within the target audience. Make sure you describe their demographic
qualities and their needs.
Social listening insights
Instructions: Describe content and audience insights you gained from analysing social
listening.
5. Keyword analysis
Instructions: Outline the insights you have gained from undertaking keyword research.
Ensure you categorise keywords for audience segments, search intents and the website
structure. Also make sure you describe keyword gaps and opportunities.
6. Recommendations
On-page SEO optimisation
Instructions: Explain strategies to improve the website’s on-page SEO performance.
Off-page SEO optimisation
Instructions: Explain strategies to improve the website’s off-page SEO performance.
Technical optimisation
Instructions: Explain strategies to improve the website’s technical SEO performance.
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7B. SEO ACTION PLAN TEMPLATE
Instructions: Use the template to detail your creative brief:


Replace the parts highlighted in yellow with appropriate information
Further instructions on information to be included in various sections are provided
below
SEO ACTION PLAN:
NAME OF BRAND & WEBSITE
DATE
1. Goals
Instructions: Outline two or more strategic goals for the SEO strategy you developed.
2. Actions
Instructions: Outline the actions required to implement your SEO strategy, including their
timings and priority. You may categorise the priority of each action as being “high”,
“medium” and “low”. Write your answers in the table provided below. Add and remove
rows as needed.
Action
Timing
Priority
3. Roles and responsibilities
Instructions: Outline the roles and responsibilities required to implement your SEO
strategy. Write your answers in the table provided below. Add and remove rows as
needed.
Role
Responsibility
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4. Resources
Instructions: Outline what resources are required to implement your SEO strategy. You
may wish to consider human, financial and digital resources.
5. Monitoring
Instructions: Describe how you will monitor the success of your SEO strategy, including
what metrics you will observe.
6. Risks
Instructions: Outline at least 3 risks related to implementing the SEO strategy you have
developed. For each risk, explain how it can be managed, avoided, or mitigated.
Risk
How it can be managed
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7C. SEO PERFORMANCE REPORT TEMPLATE
Instructions: Use the template to detail your performance report:


Replace the parts highlighted in yellow with appropriate information
Further instructions on information to be included in various sections are provided
below
SEO PERFORMANCE REPORT:
NAME OF BRAND & WEBSITE
DATE
1. Executive Summary
Instructions: Write a brief overview of the SEO performance results. Then evaluate
performance against key SEO metrics.
2. On-page performance
Instructions: Describe and analyse on-page SEO performance.
3. Off-page performance
Instructions: Describe and analyse off-page SEO performance.
4. Technical performance
Instructions: Describe and analyse technical SEO performance.
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