Search Engine Optimization Executive (1 years diploma)

Search Engine Optimization Executive click here

Brief Job Description: Individuals in this job are responsible for managing all
search engine optimization activities such as making content, keywords strategy,
link building for website strategy to increase rankings in all major search networks
and drive organic traffic to the website.

Personal Attributes: The individual must have good written and oral
communication skills. The person should be a quick learner with an ability to
comprehend and communicate information effectively. The individual is also
required to have good analytical and quantitative skills to be able to interpret and
analyze the campaign results.

Description
Budget Budget is an estimate of the total cost of production that may include a
break-up of cost components.
Alt Attribute HTML code that provides information used by search engines to
understand the contents of an image.

Anchor Text The clickable word or words of a link. This text is intended to provide
contextual information to people and search engines about what the
webpage or website being linked to is about.
Authority The combination of signals search engines use to assess websites and
webpages for the purposes of ranking.

Bounce Rate The percentage of website visitors who leave without visiting another page
on that website.
Breadcrumb A navigational element that helps users easily figure out where they are
within a website.

Cached Page A snapshot of a webpage as it appeared when a search engine last crawled
it.
Canonical URL An HTML code element that specifies a preferred website URL, when
multiple URLs have the same or similar content, to reduce duplicate
content.

Click-Through Rate The rate (expressed in a percentage) at which users click on an organic
search result. This is calculated by dividing the total number of organic
clicks by the total number of impressions then multiplying by 100.

Crawler A program search engines use to crawl the web. Bots visit webpages to
collect information and add or update a search engine’s index.
Do-follow A do-follow link is a hyperlink without the rel=”nofollow” attribute which
passes SEO benefits and other ranking signals
destination.
Domain Author

ity The overall ‘strength’ of a website, built up over time, which can help a
new page rank well quickly, even before that content has earned links or
engagement.
Inbound Link A link to a webpage that originates from an external website.
Index The database search engines uses to store and retrieve information
gathered during the crawling process.
Link Building A process designed to get other trusted and relevant websites to link to
your website to help improve your organic search rank and visibility.

Meta Tags Information that appears in the HTML source code of a webpage to
describe its contents to search engines. The title tag and meta description
are the most commonly used types of meta tags in SEO.

Outbound Link A link that directs visitors to a page on a different website than the one
they are currently on.
Page Speed The amount of time it takes for a webpage to completely load. Page speed
is ranking factor.
Query The word, words, or phrase that a user enters into a search engine.
Rank Where a webpage appears within the organic search results for a specific
query.

Ranking Factor An individual component which contributes to a complex series of
algorithms that determine where webpages should appear with the
organic search results for a specific query.
Redirect A technique that sends a user (or search engine) who requested one
webpage to a different (but equally relevant) webpage.

Referrer URL data that identifies the source of a user’s webpage request.
Responsive Website A website designed to automatically adapt to a user’s screen size, whether
it’s being viewed on a desktop or mobile device.

XML Sitemap A list of all the pages on a website that search engines need to know.
Sector Sector is a conglomeration of different business operations having similar
businesses and interests. It may also be defined as a distinct subset of the
economy whose components share similar characteristics and interests.

Sub-sector Sub-sector is derived from a further breakdown based on the
characteristics and interests of its components.
Vertical Vertical may exist within a sub-sector representing different domain areas
or the client industries served by the industry.
Occupation Occupation is a set of job roles, which perform similar/related set of
functions in an industry

Function Function is an activity necessary for achieving the key purpose of the
sector, occupation, or area of work, which can be carried out by a person
or a group of persons. Functions are identified through functional analysis
and form the basis of OS.

Sub-functions Sub-functions are sub-activities essential to fulfill the achieving the
objectives of the function.
Job role Job role defines a unique set of functions that together form a unique
employment opportunity in an organization.
Occupational Standards

(OS)
OS specify the standards of performance an individual must achieve when
carrying out a function in the workplace, together with the knowledge and
understanding they need to meet that standard consistently. Occupational
Standards are applicable both in the Indian and global contexts.

Performance Criteria Performance Criteria are statements that together specify the standard of
performance required when carrying out a task
National Occupational
Standards (NOS)
NOS are Occupational Standards which apply uniquely in the Indian
context.

Qualifications Pack
Code
Qualifications Pack Code is a unique reference code that identifies a
qualifications pack.
Qualifications Pack(QP) Qualifications Pack comprises the set of OS, together with the educational,
training and other criteria required to perform a job role. A Qualifications
Pack is assigned a unique qualification pack code.

Unit Code Unit Code is a unique identifier for an Occupational Standard, which is
denoted by an ‘N’.
Unit Title Unit Title gives a clear overall statement about what the incumbent should
be able to do.
Description Description gives a short summary of the unit content. This would be
helpful to anyone searching on a database to verify that this is the
appropriate OS they are looking for.

Scope Scope is the set of statements specifying the range of variables that an
individual may have to deal with in carrying out the function which have a
critical impact on the quality of performance required

Knowledge and
Understanding
Knowledge and Understanding are statements which together specify the
technical, generic, professional and organizational specific knowledge that
an individual needs in order to perform to the required standard.

Organizational Context Organizational Context includes the way the organization is structured and
how it operates, including the extent of operative knowledge managers
have of their relevant areas of responsibility.
Technical Knowledge Technical Knowledge is the specific knowledge needed to accomplish
specific designated responsibilities.

Core Skills/Generic
Skills
Core Skills or Generic Skills are a group of skills that are key to learning and
working in today’s world. These skills are typically needed in any work
environment. In the context of the OS, these include communication
related skills that are applicable to most job roles.

Description
NOS National Occupational Standard (s)
QP Qualifications Pack
NSQF National Skill Qualifications Framework
NVEQF National Vocational Education Qualifications Framework
NVQF National Vocational Qualifications Framework

Research and create list of keywords
Description This OS unit is about creating the list of keywords to target for search engine
optimization after carrying out the keyword research
Scope This unit/task covers the following:
• Perform keyword research
• Create final list of relevant keywords
Performance Criteria(PC) w.r.t. the Scope
Element Performance Criteria
Perform keyword
research

To be competent, the user/individual on the job must be able to:
PC1. create a list of products / services provided by the company
PC2. list out search terms that potential customers might use to search for those
products / services in search engines
PC3. identify the right keywords to target by using the available keyword research
tools

PC4. evaluate the keywords by their search volume and competition
Create final list of
relevant keywords
PC5. prepare the final list of keywords by using the quantitative data provided by
keyword research tools

PC6. identify the mix of both head and long-tail terms to keep in the final list
PC7. create an excel file for the final list of keywords with their key statistics like
search volume, difficulty level, competition and search region

Knowledge and Understanding (K)
A. Organizational
Context
(Knowledge of the
company /
organization and
its processes)
The user/individual on the job needs to know and understand:
KA1. company’s products / services offerings and positioning within the industry
KA2. primary target audience of the company for each product / service
KA3. roles and responsibilities of each team member within the marketing
operations

KA4. people to co-ordinate with, to approve and finalize the search engine
optimization plan
KA5. existing digital marketing efforts along with the campaign’s performance

B. Technical
Knowledge
The user/individual on the job needs to know and understand how to:
KB1. work with the keyword research tools
KB2. do the competitor analysis to analyze the list of keywords they are ranking
for

KB3. evaluate the domain authority and page authority of a website / page
KB4. identify the keywords with high commercial intent
KB5. work with web analytics tools to analyze a website’s traffic
Skills (S)
A. Core Skills/
Generic Skills
Writing Skills

The user/individual on the job needs to know and understand how to:
SA1. create report with the analysis of each keyword in terms of their rankings in
search results over a period of time
SA2. compile traffic analysis report with the breakup of traffic from different
channels like direct, organic, social and referral
Reading Skills

The user/individual on the job needs to know and understand how to:
SA3. stay abreast with the latest trends and best practices for search engine
optimization
SA4. be updated with the ongoing search engine algorithm updates and its effects
on website rankings

SA5. monitor rankings of competitors in search engines for the relevant keywords
Oral Communication (Listening and Speaking skills)
The user/individual on the job needs to know and understand how to:
SA6. communicate and collaborate with team members for content development
and optimization based on targeted keywords

SA7. present report and analysis on keyword rankings and organic traffic to the
stakeholders
B. Professional Skills Decision making
The user/individual on the job needs to know and understand how to:
SB1. decide on which keywords need to be targeted based on quantitative data
and company’s focus area and objectives

The user/individual on the job needs to know and understand how to:
SB2. plan the activities, project workflow and timelines in accordance with the
content and technical requirements
SB3. organize and interpret data in a detailed and organized manner for the
future use

SB4. manage and meet project / task deadlines successfully
Problem Solving
The user/individual on the job needs to know and understand:
SB5. identify technical issues related to the website which is affecting the visibility
and rankings of website in the search results

Analytical Thinking
The user/individual on the job needs to know and understand:
SB6. how to analyze the data and find out the best opportunities while doing
competitor analysis and carrying out keyword research

Critical Thinking
The user/individual on the job needs to know and understand how to:
SB7. analyze keyword’s search volume, difficulty level and its competition to
determine if it is a right keyword to target

Implement on-page optimization
Description This OS unit is about performing the on-page search engine optimization tasks to
get higher website ranking in the search results.
Scope This unit/task covers the following:
 Identify the on-page issues of a website
 Perform on-page optimization activities

Performance Criteria(PC) w.r.t. the Scope
Element Performance Criteria
Identify the on-page
issues of a website
To be competent, the user/individual on the job must be able to:
PC1. use the on-page website analysis tools to identify the issues
PC2. sort the issues from most critical to least critical so that they can be
prioritized and resolved accordingly

PC3. set the timelines for resolving each identified website’s on-page issue
Perform on-page
optimization activities
PC4. create meta tags including the title and description of all website pages
PC5. optimize the URLs of website pages by including the primary keyword in it
PC6. include heading tags (like H1, H2 etc.) in the content of all pages
PC7. optimize images on a page by using ‘ALT Text’ and adding a proper
caption

PC8. create and add XML Sitemap to the website for search engine crawlers
PC9. create internal links to the relevant pages of the website
PC10. create outbound links to other related external website pages
PC11. add engaging images / videos to the content to reduce bounce rate and
increase time on site
Knowledge and Understanding (K)

A. Organizational
Context (Knowledge
of the company /
organization and its
processes)
The user/individual on the job needs to know and understand:
KA1. company’s products / services offerings and positioning within the
industry
KA2. primary target audience of the company for each product / service

KA3. roles and responsibilities of each team member within the marketing
operations

KA4. people to co-ordinate with to approve and finalize the search engine
optimization plan
KA5. existing digital marketing efforts along with the campaign’s performance
B. Technical Knowledge The user/individual on the job needs to know and understand how to:
KB1. work with the on-page analysis and grading tools (like Moz On-Page

Optimization Grader)
KB2. update the meta tags of a website page
KB3. add the heading tags within the content of a website page
KB4. create and add XML Sitemap of a website
KB5. create the internal links and outbound links

KB6. add ‘ALT Text’ attribute and caption for an image
KB7. create URL slugs for the website pages
KB8. add multimedia files like images / videos on a page
Skills (S)
A. Core Skills/ Generic
Skills
Writing Skills
The user/individual on the job needs to know and understand how to:
SA1. create report with the list of all on-page website issues along with the
timelines to resolve them
SA2. create progress report for on-page optimization activities for sharing it
with stakeholders

Reading Skills
The user/individual on the job needs to know and understand how to:
SA3. stay abreast with the latest trends and best practices for search engine
optimization
SA4. be updated with the ongoing search engine algorithm updates and its
effects on website rankings

SA5. read and understand the data provided by the on-page website analysis
tools

The user/individual on the job needs to know and understand how to:
SA6. communicate and collaborate with team members for on-page website
optimization based on the set tasks and timelines
SA7. present the analysis and plan for doing on-page optimization to the key
stakeholders

B. Professional Skills Plan and Organize
The user/individual on the job needs to know and understand:
SB1. plan and prioritize tasks based on the degree of impact of the on-page
issues identified
SB2. organize and interpret data in a detailed and organized manner for the
future use

SB3. manage and meet project / task deadlines successfully
Critical Thinking
The user/individual on the job needs to know and understand how to:
SB4. analyze the impact of on-going search engine algorithm updates on the onpage factors of a website
Decision making
The user/individual on the job needs to know and understand how to:
SB5. decide on which issues needs to be prioritized and resolved first based on
its impact on the website

Problem Solving
The user/individual on the job needs to know and understand how to
SB6. analyze technical issues related to the website which is affecting the
visibility and rankings of website in the search results
Analytical Thinking

The user/individual on the job needs to know and understand how to:
SB7. analyze the data to find the most critical on-page website issues

Implement off-page optimization
Description This OS unit is about doing the off-page search engine optimization and carry out link
building activities to improve the rankings of a website
Scope This unit/task covers the following:
• Do off-page analysis of competitors

• Perform off-page optimization activities
Performance Criteria(PC) w.r.t. the Scope
Element Performance Criteria
Do off-page analysis
of competitors

To be competent, the user/individual on the job must be able to:
PC1. find out the backlinks profile of the websites of key competitors
PC2. check the domain and page authority of competitor’s website

PC3. find the alexa rankings and website traffic statistics of key competitors
PC4. create a comparison report to analyze company’s position against
competitors
Perform off-page
optimization
activities

PC5. do guest postings on relevant blogs / websites to get high quality backlinks
PC6. upload online press releases on high quality and page rank portals
PC7. create and share high quality infographics on relevant online platforms
PC8. participate in discussions on forums and Question Answer (QA) portals

PC9. promote content on social media platforms to generate brand mentions,
social shares, reviews, likes and comments
PC10. create and upload high quality videos on search engine and other video
submission sites

Knowledge and Understanding (K)
A. Organizational
Context
(Knowledge of the
company /
organization and
its processes)

The user/individual on the job needs to know and understand:
KA1. about the company’s products / services offerings and positioning within the
industry

KA2. primary target audience of the company for each product / service
KA3. roles and responsibilities of each team member within the marketing
operations