Improving employability is one of the key objectives of universities, for which it is essential to identify the competences of the professional profiles that have emerged in the digital era, such as the SEO (Search Engine Optimiser). This article proposes a competency profile and compares the degree of importance given by companies and professionals to a previously identified set of competencies. A sequential exploratory design (Dexplos) has been followed, in its derivative modality, which combines a mixed methodology by stages. The starting point was the labour demand analysis on SEO and 23 interviews were conducted with experts. From this phase, the competences are extracted and a quantitative instrument is created, which is launched as a survey to two populations: businesses and people working in SEO. The survey obtained 340 responses from businesses and 311 from professionals. Descri...