Search engine optimisation


The marketing approach which promotes webpage presentation by affecting the specific structures of the website which impact its visibility in unpaid search results.

Alternative labels

search engine marketing
Search marketing

Skill type


Skill reusability level


Relationships with occupations

Essential knowledge

Search engine optimisation is an essential knowledge of the following occupations:

Optional knowledge

Search engine optimisation is optional for these occupations. This means knowing this knowledge may be an asset for career advancement if you are in one of these occupations.

Public relations manager: Public relations managers strive to convey and maintain a desired image or reputation of a company, individual, governmental institution, or organisation in general to the public and stakeholders at large. They use all sorts of media and events to promote the positive image of products, humanitarian causes or organisations. They attempt to ensure that all public communications portray clients the way they want to be perceived.
Marketing manager: Marketing managers carry out the implementation of efforts related to the marketing operations in a company. They develop marketing strategies and plans by detailing cost and resources needed. They analyse the profitability of these plans, develop pricing strategies, and strive to raise awareness on products and companies among targeted customers.
Advertising media planner: Advertising media planners advise on the best communication media platforms to convey ideas. They analyse advertising plans in order to assess the aim and objective of the marketing strategy. They assess the potential and response rate that different communication channels might have on the transmission of a message related to a product, company, or brand.




  1. Search engine optimisation – ESCO


Last updated on September 20, 2022