Download Getting Started with BSBEBU401A Review and

Unit Notes
BSBEBU401A Review and
maintain a website
Topic 1 – Review website content
and use
© Copyright, 2017 by TAFE NSW - North Coast Institute
Date last saved: 09/9/11 by Emma McAuley
Version: 1.0
# of Pages = 43
Copyright of this material is reserved to the Crown in the right of the State of New South
Wales. Reproduction or transmittal in whole, or in part, other than in accordance with the
provisions of the Copyright Act, is prohibited without written authority of TAFE NSW North Coast Institute.
Disclaimer: In compiling the information contained within, and accessed through, this
document ("Information") DET has used its best endeavours to ensure that the
Information is correct and current at the time of publication but takes no responsibility for
any error, omission or defect therein. To the extent permitted by law, DET and its
employees, agents and consultants exclude all liability for any loss or damage (including
indirect, special or consequential loss or damage) arising from the use of, or reliance on,
the Information whether or not caused by any negligent act or omission. If any law
prohibits the exclusion of such liability, DET limits its liability to the extent permitted by
law, to the re-supply of the Information.
Third party sites/links disclaimer: This document may contain website contains links to
third party sites. DET is not responsible for the condition or the content of those sites as
they are not under DET's control. The link(s) are provided solely for your convenience
and do not indicate, expressly or impliedly, any endorsement of the site(s) or the products
or services provided there. You access those sites and use their products and services
solely at your own risk.
Page 2 of 17
BSBEBU401A Review and maintain a website
Table of Contents
Getting Started with BSBEBU401A Review and maintain a website ................... 4
1 Review website content and use ......................................................................... 6
Determining Basic Requirements ........................................................................... 6
Updating or creating a functional website. ............................................................. 7
Optimise your website with Search Engines .......................................................... 8
Activity 1 – Determining requirements.......................................................... 12
A closer look at understanding Meta Tags ........................................................... 15
Activity 2 – Understanding Meta tags (record your answers here) ............... 15
Advanced Terminology: ....................................................................................... 16
Check Your Understanding .................................................................................. 16
References:............................................................................................................ 17
Page 3 of 17
BSBEBU401A Review and maintain a website
Getting Started with BSBEBU401A Review
and maintain a website
The unit will help build an understanding of data analysis, reviewing website content
and updating and maintaining websites.
Reading notes
The notes for this unit are in 3 parts:
Part 1: Review website and content use
Part 2: Update Website
Part 3: Carry out non-technical maintenance
Using the Unit Notes
Icons and symbols are used throughout the guide to provide quick visual references.
They indicate the following:
Icon
Meaning
Icon
Meaning
ACTIVITY: An activity is
listed to be completed
ACTIVITY: A Learning
activity requiring some
physical action
WWW: A web link is listed
REFLECTION: A point is to
be considered and thought
about more deeply
IMPORTANT: A pivotal point
is detailed
SEARCH: A particular item
/ book etc needs to be
found and applied
Page 4 of 17
BSBEBU401A Review and maintain a website
Glossary of Terms
Web standards
Facebook
Web standards make web development easier.
The World Wide Web Consortium (W3C) creates the web
standards.
Facebook users can create and customize their own
profiles with photos, videos, and information about
themselves
http://www.sharpened.net/glossary/definition/facebook
Keywords
Keywords are words or phrases that describe content.
They can be used as metadata to describe images, text
documents, database records, and Web pages
http://www.sharpened.net/glossary/definition/keywords
Browser
A Web browser, often just called a "browser," is the
program people used to access the World Wide Web. It
interprets HTML code including text, images, hypertext
links, JavaScript, and Java applets
http://www.sharpened.net/glossary/definition/browser
Search Engine
They index millions of sites on the Web, so that Web
surfers can easily find Web sites with the required. By
creating indexes, or large databases of Web sites (based
on titles, keywords, and the text in the pages), search
engines can locate relevant Web sites when users enter
search terms or phrases.
http://www.sharpened.net/glossary/definition/searchengine
Optimise
Make a website optimal; get the most out of; use best;
"optimise your resources"
Page Rank
PageRank is a link analysis algorithm, named after Larry
Page and used by the Google Internet search engine, that
assigns a numerical weighting to each element of a
hyperlinked set of documents with the purpose of
"measuring" its relative importance within the set.
http://en.wikipedia.org/wiki/PageRank
Meta Tag
This is a special HTML tag that is used to store
information about a Web page but is not displayed in a
Web browser.
http://www.sharpened.net/glossary/definition/metatag
Page 5 of 17
BSBEBU401A Review and maintain a website
1 Review website content and use
Determining Basic Requirements
The technological world of today is in constant change and it should be a top priority
to ensure all online technologies such as websites, You Tube® videos and social
networking sites are maintained to today’s high web standards as recommended by
W3schools website. This is a website that advises developers on the correct way to
code. View it here http://www.w3schools.com/web/web_standards.asp
This is a never-ending job, so understanding the basics of websites and what
requires to be updated (as a minimum) would be advantageous to any business
wishing to stay ahead or at least on top of these changes.
You will learn how search engines rank pages and what special techniques you
can do to optimise a site. These techniques include internal optimisation.
Why do you think website updating is never-ending? Think about search
engine requirements, look and feel (branding), products and information
requirements.
Record your answer here…
Page 6 of 17
BSBEBU401A Review and maintain a website
Websites need updating because content such as images, text content, links, metadata, layout and colours (branding) are in constant change. Business requirements,
search engine requirements and new technologies could be the difference between
making or breaking a business.
The internet is all about customer acquisition. Attracting and keeping customers
poses a challenge to many businesses. Customers are often loyal to businesses
that provide a better level of service in today’s competitive global marketplace.
Updating or creating a functional website.
A functional website must be one that customers can find and this must be
considered in your business to be a very strong marketing tool. You must integrate
multiple marketing strategies to help assist with this.
Page 7 of 17
BSBEBU401A Review and maintain a website
Optimise your website with Search Engines
“A website is only as valuable as the number of people who visit it”.
Optimising a website means, simply, how to attract lots of people to your site. Internal
optimisation means making small modifications to your site. If this is done well, your
page rank will increase and then you will “rank” higher in search engine results.
Normally, people use search engines to search for products or services and follow
the listings on the pages usually starting at the top three to five listings, then glancing
to sponsored ads to the right. Therefore, the higher you are the more hits you will get
(Google_Inc, 2008).
The top 3 (highlighted) ads and ads on the right are “paid” listings. “Natural or
organic” unpaid listing, such as TAFE, appear below these. This is the position you
want your business to have.
Page 8 of 17
BSBEBU401A Review and maintain a website
Let’s look at a practical example of internal optimisation
A business might be named:
“Emma’s vintage records”
So the domain might be: www.emmasvintagerecords.com.au
The focus is: Online-only record sales, price guides, articles, information
Size: Small <250 pages
The following Search Engine (SE) tips would help optimise this businesses
website.
Create an original and informative page title for each page
This <title></title> tag in html coding tells users and search engines what
the topic of the page is.
Html code:
It displays in a browser’s window at the top and in the tab
The title also displays in the first line of search engines results – here is a created
snippet from Google™ for the above business.
Page 9 of 17
BSBEBU401A Review and maintain a website
Create a description for each of your pages using the description
<meta tag/>,
As you can see in the above snippet, a description meta tag is what
Google™
might use to display in your search results. “Might”
means that Google™
also can choose relevant sections of our
page’s visible text if it matches queries of searches. It is good
practice to place meaningful descriptions on each of your pages
using this tag (Google_Inc, 2008).
Jargon explained
According to (Felke-Morris, 2009) a meta tag in web terminology is a
self-contained html tag that is placed in the header section of a
webpage. These should follow the <title>tag. Meta tags help optimise
your site so it is crucial that you include them. Common meta tags
are called “keywords” and “description”. The use of Meta tags has
also grown in recent years to include Dublin core Meta tags, these
advanced tags work like a library catalogue system to store important
data about the information contained on each page. The standard
syntax is:
<meta name =”keywords” content=” your keywords,”
<meta name =”description” content =”my description”
Making a good description tag:
 Summarise the pages content accurately
 Inform and interest viewers
 Make each page has a different description tag
 Make sure descriptions, match the keywords likely to be used as
search terms that customers use
 Don’t write descriptions that don’t relate to the page content
 Don’t use generic descriptions like webpage or page
 Don’t only place keywords in the description tag
Include Keywords using a keyword Meta tag
Some search engines use these keywords to help classify your
content. These must be relevant and appear also in your body text
(in your page content).
Page 10 of 17
BSBEBU401A Review and maintain a website
<meta name =”keywords” content=” keyword1, keyword2, etc”
Including keywords is experimental and requires CONSTANT
attention. Some keywords may work and some may not i.e.
vintage cars may work better than antique cars (Laudon & Traver,
2010).
Helpful Hints –keywords
 Highly specific multi-word phrases may rank better than single keyword or double keyword phrases. So
instead of creating a keyword like ‘gym’, you may want to long tail your keywords with a niche phrase
like “women’s gym northern rivers Lismore”
 Ensure your keywords used in your Meta tags and descriptions, match the keywords likely to be used
as search terms that customers use. i.e. lamps or lights?
 Ensure your keywords and page title match words on the home page. i.e. “pepper” your page with
keywords that ACCURATELY describe what you sell or do. As a general guide this should be around 5%
Please read more at: http://www.seoworks.com.au/seo-tips-ideas/three-steps-to-optimising-pagesfor-long-tail-keywords/
Google AdWords provides a handy Keyword Tool that helps you discover new keyword variations
of your website. Google Webmaster Tools also provides you with the top search queries your site
appears for and the ones that led the most users to your site.
Other practical internal optimisation tips
 Heading tags should be 3 to 6 word phrases that contain your
important keyword phrases. The most important one is <h1>.
jhkhjg
 Don’t use single keywords in your alt text (for images). Alt text should
describe the image it is attached to. Certainly include a keyword
phrase if it makes sense.

Ensure all your image code uses the attributes tag (alt text). This
allows you to specify text for the images that a search engine will
index and use. This text also shows if for some reason the image
cannot be displayed.
Page 11 of 17
BSBEBU401A Review and maintain a website
 Include as many references in your text as possible to the subject
matter of “likely” searches.
Advanced techniques
 Watch your page file sizes
 Don’t make a page larger than 30MB
 Smaller pages also load faster which your visitors will appreciate.
Activity 1 – Determining requirements
The JavaJam website is under review and one of the main issues concerning the
client is the use of keywords and phrases. The website is not updated and there
are many errors in content, title tags, spelling and some links do not even work.
View the website here.. JavaJam
Your first job is to undertake the following steps to determine the best keywords
that could be used for the website.
Step 1: Finish the brainstorm map below for the JavaJam website.
Here you need to determine the keywords. Write everything that comes to mind
when you think about what the website sells. These are words that customers
might use if looking for the site’s home page (try and get at least ten)
www..javajam.com.au.
...................
Page 12 of 17
BSBEBU401A Review and maintain a website
Step 2: Open up Google™ and search for three different competitors (use three
different search terms or phrases).
Write down:
What phrase or keywords did you used to search for JavaJams competitors?
Step 3: Write down what keywords your competitors have listed in their code in
order (right click your mouse and select view source). Keywords are always
located in between the head tags near the top of the page.
...........................................................................................................................
...........................................................................................................................
Keywords:
#1st Helpful Hint
– Titles
It is important that
you decide on a
single keyword
phrase for each
page and make sure
that you use this
single keyword
phrase several
times in the main
text content of the
page ( no more
than 7 times)
Step 4: Using the information you have researched, determine your
primary keywords or phrases for JavaJam index.html (home page)
<meta name = “keywords” content = “
/>
Determine your page title (no more than seven words starting
with your keyword phrase)
<title>
</title>
Page 13 of 17
BSBEBU401A Review and maintain a website
#2nd Helpful Hint
– Headings
Start with your
keyword phrase
and fit this into a
single line to
maximise
effectiveness –
make this similar to
your page title
What is your page heading? (Imagine you are writing an
outline for a newspaper, what are your main points and sub
points – this is how you should help you use headings tags
appropriately (advanced)
<h1>
</h1>
 Avoid: excessively using heading tags throughout the page
 Don’t put all of the pages text into a heading tag
 Don’t use heading only for styling text and not presenting
structure(Google_Inc, 2008).
#3rd Helpful Hint –
Content
Step 5: Determine what content you are going to include on
JavaJam’s index.html (home page) because the content needs
revamping.
Include as many
references in your
text, as possible, to
the subject matter of
“likely” searches
Something to think about






Write easy to read text
Break your content up into “chunks” or divisions to help users find it faster
Don’t place large amounts of text on varying subjects onto one page without
using paragraphs, subheadings or layout separation (div tags)
You should create interest for your customer and make sure that you include
your keyword phrase as the first sentence (Google_Inc, 2008).
Use language that your USER might use
Make your content fresh and unique
Page 14 of 17
BSBEBU401A Review and maintain a website
A closer look at understanding Meta Tags
Meta-tags are commonly used in html websites. These tags are inserted
in the source or HTML code in the header section. Some common examples of the
meta tag with a NAME attribute include:
<META NAME ="keywords" CONTENT="Keywords used by search engines to index
your document in addition to words from the title and document body">
<META NAME="description" CONTENT="Provides a short, plain-language
description of the document">
Here is an example of the Meta tags “snapped” from the source code of a popular
computer website.
Activity 2 – Understanding Meta tags (record your
answers here)
1. Can you determine which computer store it is?
2. Can you work out what they are selling?
3. What language is it in?
4. What country?
5. What key words do they think are the most searched for if
surfers want to buy their products?
Meta tags are often used to enhance search engine optimisation by indexing your
website through keywords and descriptions, although some of the bigger search
engine giants are choosing now not to use these to index your site.
Read this article about using meta keyword tag in search engine ranking.
Page 15 of 17
BSBEBU401A Review and maintain a website
Even though some of the search engines have changed the way they use meta-tags
they still need the tags to index information about the webpage. This information can
include general fields such as subject matter, content and author, to more detailed
fields such as Dublin core tags i.e. DC.Rights. The need for formal meta-tags has
developed because information that is available online is massive and still growing.
As you will discover meta-tags have now evolved to become a more formal method
for describing a page's content and purpose.
(Example of cloud based metatags listings)
Advanced Terminology:
Meta tags with a NAME attribute are used for other purposes, which do not
correspond to HTTP headers. This may include the name of the page author,
description of the page, or the character set utilised. Here is a partial list of meta
NAME elements:
 Description—A short, plain-language description of the
document<meta NAME="description" content="Builder
meta tag article">
 Keywords—Keywords used by search engines to index
your document in addition to words from the title and
document body. Typically used for synonyms and
alternates of title words<meta NAME="keywords"
content="html, meta, web, CNet, Builder">
 Author—The Web page author's name <meta
NAME="author" content="John Davis">
Check Your Understanding
1. I can now
❒ Review website content and use
Page 16 of 17
BSBEBU401A Review and maintain a website
References:
References (use these resources)
A.Gogan, T.Kremer, & J.Mitchell. (2010). SSW Rules to Better Google
Rankings Retrieved June, 2010, from
http://www.ssw.com.au/ssw/Standards/Rules/RulesToBetterGoogleRankings.
aspx
Felke-Morris, T. (2009). Web Development and Design Foundations with
XHTML (4 ed.). Boston: Pearson Education, Inc.
Google_Inc. (2008). Google's Search Engine Optimization Starter Guide
(Creative commars licence) Retrieved June 2010, from
http://static.googleusercontent.com/external_content/untrusted_dlcp/www.goo
gle.com/en//webmasters/docs/search-engine-optimization-starter-guide.pdf
Laudon, K., & Traver, C. (2010). E-Commerce 2010 (sixth ed.). New Jersey:
Pearson Education Inc.
Nielsen. (2009). Trends and Insights Retrieved June, 2010, from
http://au.nielsen.com/site/index.shtml
S.Thurow. (2007). Keyword order, word count and search engine optimization
(SEO) Retrieved June, 2010, from
http://www.wordtracker.com/academy/keyword-order-word-count-and-searchengine-optimization-seo
Page 17 of 17
BSBEBU401A Review and maintain a website