Competences of SEO specialists: a perspective from the labor market. Technical note
DOI:
https://doi.org/10.3145/epi.2022.sep.13Keywords:
Search engine optimization, SEO, Web positioning, Professional profiles, Competences, Professional skills, Labor market, Search engines, Web visibility, Digital communicationAbstract
The search engine optimization (SEO) specialist, or web positioning specialist, is one of the digital communication professionals that have emerged from the use of search engines as a means of attracting online audiences. The results of an analysis of labor demand demonstrate the importance of specific competences not intrinsically linked to this specialty, such as web analytics and digital marketing, and transversal competences, such as analytical skills, English-language skills, and an interest in learning. Its implications for the academic and business world open up future areas of study to confirm the professional sector´s requirements and illustrate the effectiveness of higher education, focusing on improving employability.
Downloads
References
Álvarez-Flores, Erika-Patricia; Núñez-Gómez, Patricia; Olivares-Santamaría, José P. (2018). "Perfiles profesionales y salidas laborales para graduados en Publicidad y Relaciones públicas: de la especialización a la hibridación". El profesional de la información, v. 27, n. 1, pp. 136-147. "‹"‹https://doi.org/10.3145/epi.2018.ene.13
Clemente-Mediavilla, Jorge; Antolín-Prieto, Rebeca (2019). "LinkedIn job offers aimed at advertising graduates in Spain". El profesional de la información, v. 28, n. 6, e280613. https://doi.org/10.3145/epi.2019.nov.13
Comisión Europea (2019). Recomendación del Consejo relativa al Programa Nacional de Reformas de 2019 de España y por la que se emite un dictamen del Consejo sobre el Programa de Estabilidad de 2019 de España. Unión Europea. https://ec.europa.eu/info/sites/default/files/2019-european-semester-country-specific-recommendation-commission-recommendation-spain_es.pdf
Correyero-Ruiz, Beatriz; Baladrón-Pazos, Antonio J. (2010). "Nuevos perfiles profesionales en el entorno digital: un desafío para la formación de comunicadores desde el EEES". En: La Comunicación Social, en estado crítico. Entre el mercado y la comunicación para la libertad: Actas del II Congreso Internacional Latina de Comunicación Social, 17. Sociedad Latina de Comunicación Social. ISBN: 978 84 9384 28 0 2 https://www.revistalatinacs.org/10SLCS/actas_2010/044_Correyero.pdf
Maciá-Domene, Fernando (2020). SEO avanzado: casi todo lo que sé sobre posicionamiento web. Madrid: Anaya Multimedia, ISBN: 978 84 415 4107 8
Miguel-San Emeterio, Begoña (2019). Las competencias digitales en los grados de periodismo, publicidad y relaciones públicas y comunicación audiovisual en la universidad: el caso de la Comunidad de Madrid. Tesis doctoral. Universidad Complutense de Madrid. https://eprints.ucm.es/id/eprint/50690
Nagpal, Mayank; Petersen, J. Andrew (2020). "Keyword selection strategies in search engine optimization: how relevant is relevance?". Journal of retailing, v. 97, n. 4, pp. 746-763. https://doi.org/10.1016/j.jretai.2020.12.002
Papí-Gálvez, Natalia; López-Berna, Sonia (2011). "Medios online y publicidad. Perfiles profesionales en educación superior". Vivat academia, n. 117, pp. 672-700. https://doi.org/10.15178/va.2011.117E.672-700
Pizarro-Lucas, Emiliana; Cabañas-Abelló, Sonia; Martínez-Pellicer, Antonia; García-Casarejos, Nieves (2021). "Definición y logro del perfil de egreso". Marco para la autoevaluación de las universidades en la mejora de sus actuaciones en materia de empleo y empleabilidad de sus egresados y egresadas. Agencia Nacional de Evaluación de la Calidad y Acreditación (Aneca), pp. 85-135. Ministerio de Universidades. Secretaría General Técnica. Centro de Publicaciones.
Rovira, Cristí²fol; Guerrero-Solé, Frederic; Codina, Lluís (2018). "Las citas recibidas como principal factor de posicionamiento SEO en la ordenación de resultados de Google Scholar". El profesional de la información, v. 27, n. 3, pp. 559-569. https://doi.org/10.3145/epi.2018.may.09
Spinuzzi, Clay (2010). "Secret sauce and snake oil: Writing monthly reports in a highly contingent environment". Written communication, v. 27, n. 4, pp. 363-409. https://doi.org/10.1177/0741088310380518
TMP Worldwide Spain (2017). Empleómetro 2017. Estudio de inversión y publicación de ofertas en jobsites. https://www.wtcspain.eu/blog/empleometro-tmp-worldwide-spain
Vuorikari, Riina; Kluzer, Stefano; Punie, Yves (2022). DigComp 2.2: The digital competence framework for citizens - With new examples of knowledge, skills and attitudes. Luxemburg: Publications Office of the European Union. ISBN: 978 92 76 48883 5 https://doi.org/10.2760/490274
Zhang, Sonya; Cabage, Neal (2017). "Search engine optimization: Comparison of link building and social sharing". Journal of computer information systems, v. 57, n. 2, pp. 148-159. https://doi.org/10.1080/08874417.2016.1183447
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2022 Profesional de la información
This work is licensed under a Creative Commons Attribution 4.0 International License.
Dissemination conditions of the articles once they are published
Authors can freely disseminate their articles on websites, social networks and repositories
However, the following conditions must be respected:
- Only the editorial version should be made public. Please do not publish preprints, postprints or proofs.
- Along with this copy, a specific mention of the publication in which the text has appeared must be included, also adding a clickable link to the URL: http://www.profesionaldelainformacion.com
- Only the final editorial version should be made public. Please do not publish preprints, postprints or proofs.
- Along with that copy, a specific mention of the publication in which the text has appeared must be included, also adding a clickable link to the URL: http://revista.profesionaldelainformacion.com
Profesional de la información journal offers the articles in open access with a Creative Commons BY license.
