SEARCH ENGINE OPTIMIZATION AS DIMENSION OF DIGITAL MARKETING SKILLS AND THE EMPLOYABILITY POTENTIALS OF BUSINESS EDUCATION STUDENTS IN SOUTH-SOUTH NIGERIA

Abstract

This study determined the relationship between search engine optimization as a dimension of digital marketing skills and the employability potentials of Business Education students in South- South Nigeria. The study was prompted by the increasing need for graduates to acquire relevant 21st-century digital competencies to thrive in the evolving job market. The main aim of the study was to determine how the acquisition and application of digital marketing skills like search engine optimization influence the employability potentials of Business Education students. Three specific research objectives, three corresponding research questions and hypotheses guided the study. The study adopted a correlational research design. The target population comprised 1566 final- year (2025/2026) Business Education students across public universities in South-South Nigeria. The sample size for this study was 312. Data collection was carried out using two sets of self- structured questionnaire. Each of the questionnaire was structured on a 4-point rating scale. The instrument was validated by three experts. The reliability of the instruments was established using the test-retest method with Pearson Product Moment Correlation (PPMCC), yielding reliability coefficient of 0.80 and 0.75 respectively. A total of 315 to copies of the questionnaires were administered both physically and electronically (Google Form link). Data collected were analyzed using Pearson Product Moment Correlation Coefficient (PPMCC) to answer research questions and to test hypotheses. Findings revealed a significant positive relationship between search engine optimization skills and the employability potentials of Business Education students. Specifically, skills in Search Engine Optimization (SEO) was found to significantly predict higher employability potential such as communication, market research and entrepreneurial ability. The study recommends among others that the integration of digital marketing such as search engine optimization into Business Education curricula and the enhancement of practical digital skill training to better equip students for the demands of the contemporary labour market.