ADVT3506 Digital Marketing and Social Media – Assessment #1
SEO Content Audit Analysis – Grading Rubric
Criterion
Requires major
improvement Fail
0-5
Requires
Improvement
Pass (Grade 4) 5-6.5
Satisfactory
Standard
Credit (Grade 5)
6.6 - 7.5
Good
Standard
Distinction (Grade 6)
7.6-8.5
Excellent Standard
High Distinction
(Grade 7) 8.6 -10
Score
Business,
Market, and
Target Audience
Overview
Very poor overview
of the business. Your
completed research
is not enough to
identify key aspects
of the service,
company, and/or
competition. You fail
to adequately identify
and describe the
target audience.
Limited research is
conducted
The overview of the
business is a little
general and does not
consider the specifics.
You have conducted
some research on the
service, company,
and/or competition. You
describe the relevant
target audience in some
detail.
The overview provided
reasonable commentary on
about the services
marketed. You have
conducted sufficient
research on the service,
company, and/or
competition. You describe
the relevant target audience
in sufficient detail, however
the connection to the
content gaps could be
improved.
The overview provided
good commentary on
about the services
marketed. You have
demonstrated depth and
breadth of research, which
includes analysis of the
service, company, and/or
competition. You describe
the relevant target
audience in great detail,
linking it well with the
identified content gap.
Superior overview with
significant depth and breadth of
research, which includes critical
analysis of the service,
company, and/or competition.
You provide a very detailed and
well-researched target
audience profile. There is a
strong connection to the
identified content gap.
/6
Key content
gaps
You have failed to go
beyond basic
research and failed to
identify key content
insights.
You have made a basic
analysis to provide some
insights. However, you
have not attempted to
define key content
insights. The insight has
little commercial
relevance and
justification is poor.
You have somewhat drawn
from the brand’s content
analysis, market data, target
audience behaviour, and
from the keyword analysis to
provide a content insight that
may have some commercial
impact and some justification
is provided.
You have drawn from the
brand’s content analysis,
market data, target
audience behavior, and
keyword analysis to
provide an appropriate key
content insight which is
commercially oriented, and
a good justification is
provided.
You have expertly drawn from
the brand’s content analysis,
market data, target audience
behaviour, and from keyword
analysis to provide a clear,
concise, and compelling key
content insight, which are
impactful and commercially
oriented, and an excellent
justification is provided.
/8
Keyword
Analysis
You fail to present an
appropriate keyword
analysis and suggest
primary and secondary
keywords. You do not
provide evidence of
your analysis using the
provided excel
spreadsheet data.
You present an
appropriate keyword
analysis, suggesting
primary and secondary
keywords. You provide
poor evidence of your
analysis using the provided
excel spreadsheet data.
You present an appropriate
keyword analysis, suggesting
primary and secondary
keywords which have some
link to the identified content
gaps. Your analysis is shown
in the document and is based
on the excel spreadsheet file
provided.
You build on content gaps to
present a great keyword
analysis, suggesting primary
and secondary keywords
that link to the identified
content gaps. Your analysis,
based on the excel
spreadsheet provided, is a
great quality and clearly
shown in the report.
You build on content gaps to
present an excellent keyword
analysis, suggesting primary
and secondary keywords that
link to the identified content
gaps with a high level of
precision. Your analysis is
based on the excel
spreadsheet provided and it is
clearly shown in professional
manner in the report.
/6
Landing Page
Redesign
professionalism,
structure and
quality
The landing page is
very poorly structured
and illogically written.
It lacks connection
with chosen
keywords and/or the
content gap can be
improved. No
consideration to UX
design is taken into
account. The quality
of writing is flawed
with spelling and
grammatical errors.
The page brief is well
structured. The content
is somewhat logical but
lacks elaboration. The
connection with chosen
keywords and the
content gap can be
improved. UX design is
not appropriately taken
into account.
Readability is
appropriate with minimal
spelling or grammatical
errors
The landing page is well
structured and the content is
logically written with some
elaboration. There is some
connection with chosen
keywords and the content
gap. Consideration of UX
design is taken into account.
Readability is appropriate
with no spelling or
grammatical errors
The landing page is
structured really well and
the content is logically
and is elaborated
creative. There is a good
connection with chosen
keywords and the content
gap. Good consideration
of UX design is taken into
account. The quality of
the writing is exceptional.
The landing page is
seamlessly structured and
the content is logically and
is elaborated and creatively
written. There is a clear
connection with chosen
keywords and the content
gap. Expert consideration of
UX design is taken into
account. The quality of the
writing is exceptional.
/10
TOTAL SCORE
/30