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.

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Published on 02/10/22
Accepted on 02/10/22
Submitted on 02/10/22

Volume 31, Issue 5, 2022
DOI: 10.3145/epi.2022.sep.13
Licence: Other

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