Engine Optimization Executive Course free of cost 6 month

Keywords /Terms	Description
Budget	Budget is an estimate of the total cost of production that may include a break-up of cost components.
Alt Attribute	HTML code that provides information used by search engines to understand the contents of an image.
Anchor Text	The clickable word or words of a link. This text is intended to provide contextual information to people and search engines about what the webpage or website being linked to is about.
Authority	The combination of signals search engines use to assess websites and webpages for the purposes of ranking.
Bounce Rate	The percentage of website visitors who leave without visiting another page on that website.
Breadcrumb	A navigational element that helps users easily figure out where they are within a website.
Cached Page	A snapshot of a webpage as it appeared when a search engine last crawled it.
Canonical URL	An HTML code element that specifies a preferred website URL, when multiple URLs have the same or similar content, to reduce duplicate content.
Click-Through Rate	The rate (expressed in a percentage) at which users click on an organic search result. This is calculated by dividing the total number of organic clicks by the total number of impressions then multiplying by 100.
Crawler	A program search engines use to crawl the web. Bots visit webpages to collect information and add or update a search engine’s index.
Do-follow	A do-follow link is a hyperlink without the rel=”nofollow” attribute which passes SEO benefits and other ranking signals (link juice) to the link destination.
Domain Authority	The overall ‘strength’ of a website, built up over time, which can help a new page rank well quickly, even before that content has earned links or engagement.
Inbound Link	A link to a webpage that originates from an external website.
Index	The database search engines uses to store and retrieve information gathered during the crawling process.
Link Building	A process designed to get other trusted and relevant websites to link to your website to help improve your organic search rank and visibility.
Meta Tags	Information that appears in the HTML source code of a webpage to describe its contents to search engines. The title tag and meta description are the most commonly used types of meta tags in SEO.
Outbound Link	A link that directs visitors to a page on a different website than the one they are currently on.
Page Speed	The amount of time it takes for a webpage to completely load. Page speed is ranking factor.
Query	The word, words, or phrase that a user enters into a search engine.
Rank	Where a webpage appears within the organic search results for a specific query.

Ranking Factor	An individual component which contributes to a complex series of algorithms that determine where webpages should appear with the organic search results for a specific query.
Redirect	A technique that sends a user (or search engine) who requested one webpage to a different (but equally relevant) webpage.
Referrer	URL data that identifies the source of a user’s webpage request.
Responsive Website	A website designed to automatically adapt to a user’s screen size, whether it’s being viewed on a desktop or mobile device.
XML Sitemap	A list of all the pages on a website that search engines need to know.
Sector	Sector is a conglomeration of different business operations having similar businesses and interests. It may also be defined as a distinct subset of the economy whose components share similar characteristics and interests.
Sub-sector	Sub-sector is derived from a further breakdown based on the characteristics and interests of its components.
Vertical	Vertical may exist within a sub-sector representing different domain areas or the client industries served by the industry.
Occupation	Occupation is a set of job roles, which perform similar/related set of functions in an industry
Function	Function is an activity necessary for achieving the key purpose of the sector, occupation, or area of work, which can be carried out by a person or a group of persons. Functions are identified through functional analysis and form the basis of OS.
Sub-functions	Sub-functions are sub-activities essential to fulfill the achieving the objectives of the function.
Job role	Job role defines a unique set of functions that together form a unique employment opportunity in an organization.
Occupational Standards (OS)	OS specify the standards of performance an individual must achieve when carrying out a function in the workplace, together with the knowledge and understanding they need to meet that standard consistently. Occupational Standards are applicable both in the Indian and global contexts.
Performance Criteria	Performance Criteria are statements that together specify the standard of performance required when carrying out a task
National Occupational Standards (NOS)	NOS are Occupational Standards which apply uniquely in the Indian context.
Qualifications Pack Code	Qualifications Pack Code is a unique reference code that identifies a qualifications pack.
Qualifications Pack(QP)	Qualifications Pack comprises the set of OS, together with the educational, training and other criteria required to perform a job role. A Qualifications Pack is assigned a unique qualification pack code.
Unit Code	Unit Code is a unique identifier for an Occupational Standard, which is denoted by an ‘N’.
Unit Title	Unit Title gives a clear overall statement about what the incumbent should be able to do.
Description	Description gives a short summary of the unit content. This would be helpful to anyone searching on a database to verify that this is the appropriate OS they are looking for.
Scope	Scope is the set of statements specifying the range of variables that an individual may have to deal with in carrying out the function which have a critical impact on the quality of performance required.

Unit Code	MES/N0717
Unit Title (Task)	Research and create list of keywords
Description	This OS unit is about creating the list of keywords to target for search engine optimization after carrying out the keyword research
Scope	This unit/task covers the following: Perform keyword researchCreate final list of relevant keywords
Performance Criteria(PC) w.r.t. the Scope
Element	Performance Criteria
Perform keyword research	To be competent, the user/individual on the job must be able to: PC1. create a list of products / services provided by the company PC2. list out search terms that potential customers might use to search for those products / services in search engines PC3. identify the right keywords to target by using the available keyword research tools PC4. evaluate the keywords by their search volume and competition
Create final list of relevant keywords	PC5. prepare the final list of keywords by using the quantitative data provided by keyword research tools PC6. identify the mix of both head and long-tail terms to keep in the final list PC7. create an excel file for the final list of keywords with their key statistics like search volume, difficulty level, competition and search region
Knowledge and Understanding (K)
A. Organizational Context (Knowledge of the company / organization and its processes)	The user/individual on the job needs to know and understand: KA1. company’s products / services offerings and positioning within the industry KA2. primary target audience of the company for each product / service KA3. roles and responsibilities of each team member within the marketing operations KA4. people to co-ordinate with, to approve and finalize the search engine optimization plan KA5. existing digital marketing efforts along with the campaign’s performance

B. Technical Knowledge	The user/individual on the job needs to know and understand how to: KB1. work with the keyword research tools KB2. do the competitor analysis to analyze the list of keywords they are ranking for KB3. evaluate the domain authority and page authority of a website / page KB4. identify the keywords with high commercial intent KB5. work with web analytics tools to analyze a website’s traffic
Skills (S)
A. Core Skills/ Generic Skills	Writing Skills
The user/individual on the job needs to know and understand how to: SA1. create report with the analysis of each keyword in terms of their rankings in search results over a period of time SA2. compile traffic analysis report with the breakup of traffic from different channels like direct, organic, social and referral
Reading Skills
The user/individual on the job needs to know and understand how to: SA3. stay abreast with the latest trends and best practices for search engine optimization SA4. be updated with the ongoing search engine algorithm updates and its effects on website rankings SA5. monitor rankings of competitors in search engines for the relevant keywords
Oral Communication (Listening and Speaking skills)
The user/individual on the job needs to know and understand how to: SA6. communicate and collaborate with team members for content development and optimization based on targeted keywords SA7. present report and analysis on keyword rankings and organic traffic to the stakeholders
B. Professional Skills	Decision making
The user/individual on the job needs to know and understand how to: SB1. decide on which keywords need to be targeted based on quantitative data and company’s focus area and objectives
Plan and Organize

	The user/individual on the job needs to know and understand how to: SB2. plan the activities, project workflow and timelines in accordance with the content and technical requirements SB3. organize and interpret data in a detailed and organized manner for the future use SB4. manage and meet project / task deadlines successfully
Problem Solving
The user/individual on the job needs to know and understand: SB5. identify technical issues related to the website which is affecting the visibility and rankings of website in the search results
Analytical Thinking
The user/individual on the job needs to know and understand: SB6. how to analyze the data and find out the best opportunities while doing competitor analysis and carrying out keyword research
Critical Thinking
The user/individual on the job needs to know and understand how to: SB7. analyze keyword’s search volume, difficulty level and its competition to determine if it is a right keyword to target

	KA3. roles and responsibilities of each team member within the marketing operations KA4. people to co-ordinate with to approve and finalize the search engine optimization plan KA5. existing digital marketing efforts along with the campaign’s performance
B. Technical Knowledge	The user/individual on the job needs to know and understand how to: KB1. work with the on-page analysis and grading tools (like Moz On-Page Optimization Grader) KB2. update the meta tags of a website page KB3. add the heading tags within the content of a website page KB4. create and add XML Sitemap of a website KB5. create the internal links and outbound links KB6. add ‘ALT Text’ attribute and caption for an image KB7. create URL slugs for the website pages KB8. add multimedia files like images / videos on a page
Skills (S)
A. Core Skills/ Generic Skills	Writing Skills
The user/individual on the job needs to know and understand how to: SA1. create report with the list of all on-page website issues along with the timelines to resolve them SA2. create progress report for on-page optimization activities for sharing it with stakeholders
Reading Skills
The user/individual on the job needs to know and understand how to: SA3. stay abreast with the latest trends and best practices for search engine optimization SA4. be updated with the ongoing search engine algorithm updates and its effects on website rankings SA5. read and understand the data provided by the on-page website analysis tools
Oral Communication (Listening and Speaking skills)

Unit Code	MES/N0719
Unit Title (Task)	Implement off-page optimization
Description	This OS unit is about doing the off-page search engine optimization and carry out link building activities to improve the rankings of a website
Scope	This unit/task covers the following: Do off-page analysis of competitorsPerform off-page optimization activities
Performance Criteria(PC) w.r.t. the Scope
Element	Performance Criteria
Do off-page analysis of competitors	To be competent, the user/individual on the job must be able to: PC1. find out the backlinks profile of the websites of key competitors PC2. check the domain and page authority of competitor’s website PC3. find the alexa rankings and website traffic statistics of key competitors PC4. create a comparison report to analyze company’s position against competitors
Perform off-page optimization activities	PC5. do guest postings on relevant blogs / websites to get high quality backlinks PC6. upload online press releases on high quality and page rank portals PC7. create and share high quality infographics on relevant online platforms PC8. participate in discussions on forums and Question Answer (QA) portals PC9. promote content on social media platforms to generate brand mentions, social shares, reviews, likes and comments PC10. create and upload high quality videos on search engine and other video submission sites
Knowledge and Understanding (K)
A. Organizational Context (Knowledge of the company / organization and its processes)	The user/individual on the job needs to know and understand: KA1. about the company’s products / services offerings and positioning within the industry KA2. primary target audience of the company for each product / service KA3. roles and responsibilities of each team member within the marketing operations

B. Professional Skills	Plan and Organize
The user/individual on the job needs to know and understand how to: SB1. plan and prioritize tasks based on their importance and expected outcome SB2. manage and meet project / task deadlines successfully SB3. organize and interpret data in a detailed and organized manner for future use by other team members
Decision making
The user/individual on the job needs to know and understand how to: SB4. decide upon the tasks that need to be prioritized while performing off-page optimization process
Problem Solving
The user/individual on the job needs to know and understand how to: SB5. check the quality of backlinks and removal of low quality and spam backlinks
Analytical Thinking
The user/individual on the job needs to know and understand how to: SB6. analyze the backlinks profile of competitors and identify the highest quality backlinks which is helping them in achieving higher rankings
Critical Thinking
The user/individual on the job needs to know and understand how to: SB7. analyze the impact of on-going search engine algorithm updates on the off- page optimization factors of a website

NOS Code	MES/N0719
Credits(NSQF)	TBD	Version number	1.0
Sector	Media and Entertainment	Drafted on	05/12/2018
Sub-sector	Digital	Last reviewed on	11/03/2019
Occupation	Marketing / Advertising Sales / Traffic	Next review date	10/03/2022

Unit Code	MES/N0720
Unit Title (Task)	Track rankings and prepare reports
Description	This OS unit is about tracking the keyword rankings and preparing the performance reports of search engine optimization projects for the stakeholders.
Scope	This unit/task covers the following: Create the keyword rankings reportCreate the website traffic and conversion report
Performance Criteria (PC) w.r.t. the Scope
Element	Performance Criteria
Create the keyword rankings report	To be competent, the user/individual on the job must be able to: PC1. track the rankings of keywords in search results using the available keyword tracking tools PC2. analyze the keyword tracking results and compare it with the key competitors PC3. create a report summarizing the performance of search engine optimization activities and its impact on keyword rankings
Create the website traffic and conversion report	PC4. document the website traffic and conversions through organic channels by using the web analytics tools PC5. analyze the website traffic results and compare it with the key competitors PC6. create a report summarizing the impact of search engine optimization activities on the website traffic and conversions from the organic channel
Knowledge and Understanding (K)
A. Organizational Context (Knowledge of the company / organization and its processes)	The user/individual on the job needs to know and understand: KA1. about the company’s products / services offerings and positioning within the industry KA2. primary target audience of the company for each product / service KA3. roles and responsibilities of each team member within the marketing operations