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
keyword analysis 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 primary keyword
phrase.

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 primary keyword
phrase.

/6
Keyword
Analysis
You fail to present an
appropriate keyword
analysis and suggest
primary and secondary
keywords (keyword
phrase). 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
(keyword phrase). You
provide poor evidence of
your analysis using the
provided excel spreadsheet
data.

You present an appropriate
keyword analysis, suggesting
primary and secondary
keywords (keyword phrase)
which have some link to the
identified consumer query
objective. Your analysis is
shown in the document and is
based on the excel
spreadsheet file provided.
You build on the target
audience’s needs to present a
great keyword analysis,
suggesting primary and
secondary keywords. Your
analysis, based on the excel
spreadsheet provided, is a
great quality and clearly shown
in the report.
You build on the target
audience’s needs to present
an excellent keyword
analysis, suggesting primary
and secondary keywords.
Your analysis is based on the
excel spreadsheet provided
and it is clearly shown in
professional manner in the
report.

8


Optimization
tools



You have failed to go
beyond basic
keyword analysis and
failed to identify other
key optimization
tools.

You have made a basic
effort to include other
optimization tools.
However, these have
little commercial
relevance and
justification is poor.

You have somewhat drawn
from target audience
behaviour and SEO’s best
practices to provide
optimization tools that may
have some commercial
impact and some justification
is provided.

You have somewhat drawn
from target audience
behaviour and SEO’s best
practices to provide
appropriate optimization
tools that are commercially
oriented, and a good
justification is provided.


You have expertly drawn from
target audience behaviour and
SEO’s best practices to
provide optimization tools that
are impactful and
commercially oriented, and an
excellent justification is
provided.

/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


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