International Web Association (IWA)

Profile WSP-G3-007. Search Engine Expert

This section is normative.

The profile sheet, listed below and described in appendix B, is an integral part of the document, “G3 Web Skills Profiles – version 1.0 – Generation 3 European ICT Professional Profiles”, official specification of 14 February 2013” [WSPG3-03].

Summary definition

Professional position responsible for achieving the best return on investment (ROI) in light of visibility in search engines and related services by managing and supporting the development of Web services and digital marketing.

Assignment

The Search Engine Expert is responsible for the various phases of the support project and for verifying the results for its positioning in search engines, issuing optimisation rules as part of the development of Web services.

Since achievement and assessment of results is strongly linked both to the project and to the type of work, he or she may work within an organisation, or, alternatively, as a freelancer or for specialised Web marketing agencies.

Documentation produced

Accountable

  • Audit Report
  • Project plan
  • Specifications for the solution
  • Documentation for the solution
  • Test procedures
  • Quality assurance (e.g. Kaizen)

Responsible

Contributor

Primary duties

 

  • Provide project-specific directives to the Web development sector, collaborating with it
  • Provide the staff responsible for publishing and organising Web content with appropriate training in producing information optimised for search engines.
  • Plan and manage online promotion, both on microblogging platforms and social networks. May support the development of Web interfaces, applications, or content.
  • Control positioning and create periodic reports
  • A.6. Application Design: Level e-1
  • B.3. Testing: Level e-1
  • D.3. Education and Training Provision: Level e-2
  • E.6. ICT Quality Management: Level e-3
  • Knowledge of the behaviour of search engine components and rules
  • Ranking optimisation principles for the algorithms currently used by search engines
  • Content and data mashup techniques optimised for search engines
  • Knowledge of main Web recommendations and standards
  • Knowledge of and experience with using testing tools
  • Mark-up and style sheets (e.g. XHTML, HTML and CSS)
  • ISO/IEC 40500:2012 – Information technology — W3C Web Content Accessibility Guidelines (WCAG) 2.0
  • Web publication tools (e.g. CMS, Blog, Editor)
  • Basics of server side web scripting and web server languages (e.g. PHP, JSP, ASP, Apache, IIS)
  • Scripting languages for integration with social media (e.g. ECMAScript)
  • R.O.I. (Return On Investment) and Social Media R.O.I.
  • Improve the prestige of the brand and/or the object being promoted in Search Engines and Social Media
  • Improve the position in predefined S.E.R.P. (Search Engine Results Pages)
  • Evaluation of the existing or pre-existing optimisation level of the product
  • Google Analytics Individual Qualification
  • Strong communication skills
  • Active listening
  • Problem solving
  • Good knowledge of the national language or the language used by the working group – minimum level: C1 QCER.
  • Good knowledge of the English language – recommended minimum level: B2 QCER
  • Good knowledge of common Web user language (e.g. slang, acronyms)

Assigned e-CF skills

Abilities, knowledge

Technical

Information Technology

For development

Area of application of the KPI

Qualifications and certifications

Personal aptitudes

Interpersonal and Organisational

Linguistic

Relationships and reporting lines

(This section is for informational purposes)

Interacts with

  • Community Manager
  • E-commerce Specialist
  • Frontend Web Developer
  • Information Architect
  • Mobile Application Developer
  • Reputation Manager
  • Web Content Specialist
  • Web Project Manager
  • Digital Strategic Planner

Reports to


Appendices

Appendix A. Glossary

 

Informational

For the purposes of information and not required for compliance.

Note: The content required for compliance is referred to as “normative”.

Normative

Required for obtaining compliance.

Note: Content listed as “informational” or “non-normative” is never necessary for compliance.

Appendix B. Profile Sheet Structure

The Web skills profiles are identified by an unambiguous code and are structured in reference to paragraph 4.2 of the official CEN reference document, “European e- Competence Framework version 2.0 – CWA Part II: User guidelines for the application of the European e-Competence Framework 2.0” [CWA-01].

 

  • Profile Title. Name – including the identification code – of the Web skill profile according to the unambiguous international catalogue from the IWA/HWG.
  • Summary definition. Lists the primary purpose of the profile. The purpose is to give all stakeholders and users a brief, concise description of the specified Web skill profile, written in a form understandable by ICT professionals, managers, and Human Resources staff.
  • Assignment. Describes the basic assignment of the profile. The purpose is to specify the working role defined in the Web Skill Profile.
  • Documentation produced. Describes the documents produced by the job description as manager (guarantee), representative (support), and employee (contribution).
  • Primary duties. Provides a list of typical tasks carried out by the profile. A task is an action undertaken to achieve a result in a broadly defined context and contributing to the definition of the profile.
  • Assigned e-CF skills. Provides a list of the skills necessary (taken from the e-CF references) to carry out the assignment. A skill is the outcome of the previous definition of the Profile and helps to differentiate profiles.
  • Abilities, knowledge. A list of abilities and knowledge necessary for the definition of the profile, subdivided into technical, IT, and improving abilities (strengthening the profile).
  • Area of application of the KPI. Based on KPI (Key Performance Indicators), the area of application of the KPI is a more generic indicator, consistent with the grade level of the overall profile. It applies for adding depth to the assignment.
  • Qualifications and certifications. These are the recommended, but not essential, qualifications and certifications for carrying out the activities in the profile. However, these qualifications and certifications may be used for developing knowledge of specific skills within the profile.
  • Personal aptitudes. A list of aptitudes supporting the abilities and knowledge, subdivided into interpersonal/organisational and linguistic. This section reports references to the QCER [CE-01], which promotes the understanding of specific language certifications, purely for informational purposes.
  • Relationships and reporting lines. A list of Web skills profiles and not with whom the profile discusses (relationships) or reports (reporting lines). This section is for informational purposes.
  • [CC-01] Creative Commons – Attribution – No derivative works – 3.0  (CC BY-ND 3.0)
    http://creativecommons.org/licenses/by-nd/3.0/
  • [CWA-01] CEN – European e-Competence Framework version 2.0 – CWA Part II: User guidelines for the application of the European e-Competence Framework 2.0 (September 2010)
    http://www.ecompetences.eu/site/objects/download/5999_EUeCF2.0userguide.pdf
  • [WSPG3-01] IWA – IWA Italy Web Skills Profiles Group

Appendix C. References

http://www.skillprofiles.eu

  • [WSPG3-02] IWA – IWA Italy – International Webmasters Association Italia

http://iwa.it