SKILLS FRAMEWORK FOR RETAIL

TECHNICAL SKILLS AND COMPETENCIES (TSC) REFERENCE DOCUMENT

TSC Category Outreach and Traffic Optimisation

TSC Search Engine Optimisation (SEO)

TSC Description Optimise online digital assets and content of brands and products to enable and enhance discoverability by search engines

TSC Proficiency Level 1 Level 2 Level 3 Level 4 Level 5 Level 6

Description RET-OTO-2005-1.1 RET-OTO-3005-1.1 RET-OTO-4005-1.1 RET-OTO-5005-1.1
Execute tasks in support of Apply SEO tools and Manage and monitor SEO Formulate overarching SEO
SEO tools and techniques techniques for the campaigns for the strategies for the
for the organisation's digital organisation's digital assets organisation's digital assets organisation's digital assets
assets and content across and content across channels and contents across and content and evaluate
channels and recommend channels and conduct effectiveness of SEO
improvements for SEO analysis on performance of strategies across channels
efforts SEO campaigns in terms of return-on-
investment
Knowledge • Organisation's SEO • Organisation's SEO • Organisation's SEO • Organisation's SEO
strategies strategies strategies strategies
• Search terms, keywords • Search terms, keywords • Search terms, keywords • Search terms, keywords
and keyword density and keyword density and keyword density and keyword density
• Search engine ranking • Search engine ranking • Search engine ranking • Search engine ranking
• Search engine methods • Search engine methods • Search engine methods • Search engine methods
of assessing SEO of assessing SEO of assessing SEO of assessing SEO
• Social network media in • Social network media in • Social network media in • Social network media in
the context of SEO the context of SEO the context of SEO the context of SEO
• Internet marketing • Internet marketing • Internet marketing • Internet marketing
strategies of a website strategies of a website strategies of a website strategies of a website
• Principles involved in • Principles involved in • Criteria for evaluating • Criteria involving keyword
conducting search engine conducting search engine internet marketing enhancements and
programs programs strategies of a website search engine marketing
• Processes involved in • Processes involved in • Processes involved in (SEM)
routine keyword performing key word managing search results • Types of internet
discovery, expansion and discovery, expansion and • Criteria for evaluating marketing methods and
optimisation optimisation search performance best practices related to
• Competitor landscape in • Competitor landscape in across channels SEO
terms of advertising links terms of advertising links • Elements and structure of • Factors to improve SEO
• Current and emerging • Current and emerging websites and webpages position for target
trends and developments trends and developments keywords
of SEO of SEO • Current and emerging
• Current and emerging • Current and emerging technology trends in
trends of social media trends of social media terms of SEO
and internet marketing and internet marketing
Abilities • Conduct routine keyword • Perform keyword • Manage keyword • Define strategies for
discovery, expansion and discovery, expansion and research in alignment content development in
optimisation optimisation with SEO objectives to alignment with SEO
• Research and analyse • Administer search engine optimise existing content objectives
competitor advertising programs (i.e. XML and uncover new • Develop link building
links sitemaps, shopping opportunities strategies
• Maintain operability of feeds, webmaster tools) • Provide SEO • Define website

©SkillsFuture Singapore
Effective date: August 2017, Version 1.1 Page 1 of 2
 SKILLS FRAMEWORK FOR RETAIL
TECHNICAL SKILLS AND COMPETENCIES (TSC) REFERENCE DOCUMENT

search engine programs • Research and analyse recommendations architecture, content,

(i.e. XML sitemaps, competitor advertising pertaining to elements linking and other factors
shopping feeds, links and structure of websites to improve SEO position
webmaster tools) • Conduct SEO analysis and web pages for target keywords
• Execute tests, collect and and analyse search • Manage search results • Collaborate with editorial
analyse data to support performance across and evaluate search and marketing teams to
SEO analysis various channels performance across drive SEO in content
• Keep abreast of SEO, • Identify trends and channels to improve creation and content
search engine, social developments pertaining rankings programming
media and internet to SEO, search engines • Monitor web analytics • Partner with development
marketing industry trends and internet marketing dashboards and reports team to ensure SEO best
and developments • Coordinate with editorial to provide inputs on SEO practices are properly
• Monitor search engine and marketing teams to strategies implemented on newly
performance inform results based on • Partner with editorial and developed codes
• Analyse internet SEO analysis outcomes marketing teams to • Define internet marketing
marketing requirements to optimise content optimise content creation methods and best
creation • Evaluate and interpret the practices
• Prepare and implement internet marketing • Define the internet
internet search engine strategies of a website marketing strategies of a
marketing strategies website
• Make recommendations
for keyword
enhancements and SEM

©SkillsFuture Singapore
Effective date: August 2017, Version 1.1 Page 2 of 2