Search Marketing Strategists

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$68,230 Median Wage (2022)
94,600 Projected job openings (2022-2032)
13.40% Projected growth (2022-2032)

Employ search marketing tactics to increase visibility and engagement with content, products, or services in Internet-enabled devices or interfaces. Examine search query behaviors on general or specialty search engines or other Internet-based content. Analyze research, data, or technology to understand user intent and measure outcomes for ongoing optimization.

Experience Requirements Overview

  • Job Zone Four: Considerable Preparation Needed
  • A considerable amount of work-related skill, knowledge, or experience is needed for these occupations. For example, an accountant must complete four years of college and work for several years in accounting to be considered qualified.
  • Most of these occupations require a four-year bachelor's degree, but some do not.
  • Employees in these occupations usually need several years of work-related experience, on-the-job training, and/or vocational training.

Education, Training and Experience

Required Level of Education: Bachelor's Degree

Related Work Experience: Over 1 year, up to and including 2 years

On-Site or In-Plant Training: Up to and including 1 month

On-the-Job Training: Over 1 month, up to and including 3 months

Detailed Work Activities

  • Update knowledge about emerging industry or technology trends.
  • Provide customer service to clients or users.
  • Evaluate utility of software or hardware technologies.
  • Maintain the inventory of equipment.
  • Develop guidelines for system implementation.

Work Values

Achievement

Occupations that satisfy this work value are results oriented and allow employees to use their strongest abilities, giving them a feeling of accomplishment. Corresponding needs are Ability Utilization and Achievement.

Working Conditions

Recognition

Relationships

Support

Independence

Tasks

  • Manage tracking and reporting of search-related activities and provide analyses to marketing executives.
  • Optimize digital assets, such as text, graphics, or multimedia assets, for search engine optimization (SEO) or for display and usability on internet-connected devices.
  • Collect and analyze Web metrics, such as visits, time on site, page views per visit, transaction volume and revenue, traffic mix, click-through rates, conversion rates, cost per acquisition, or cost per click.
  • Participate in the development or implementation of online marketing strategy.
  • Optimize Web site exposure by analyzing search engine patterns to direct online placement of keywords or other content.
  • Coordinate with developers to optimize Web site architecture, server configuration, or page construction for search engine consumption and optimal visibility.
  • Assist in setting up or optimizing analytics tools for tracking visitors' behaviors.
  • Identify appropriate Key Performance Indicators (KPIs) and report key metrics from digital campaigns.
  • Create content strategies for digital media.
  • Combine secondary data sources with keyword research to more accurately profile and satisfy user intent.
  • Collaborate with other marketing staff to integrate and complement marketing strategies across multiple sales channels.
  • Optimize shopping cart experience or Web site conversion rates against Key Performance Indicators (KPIs).
  • Improve search-related activities through ongoing analysis, experimentation, or optimization tests, using A/B or multivariate methods.
  • Conduct online marketing initiatives, such as paid ad placement, affiliate programs, sponsorship programs, email promotions, or viral marketing campaigns on social media Web sites.
  • Conduct market research analysis to identify search query trends, real-time search and news media activity, popular social media topics, electronic commerce trends, market opportunities, or competitor performance.
  • Propose online or multiple-sales-channel campaigns to marketing executives.
  • Evaluate new emerging media or technologies and make recommendations for their application within Internet marketing or search marketing campaigns.
  • Communicate and collaborate with merchants, Webmasters, bloggers, or online editors to strategically place hyperlinks.
  • Identify, evaluate, or procure hardware or software for implementing online marketing campaigns.
  • Collaborate with Web, multimedia, or art design staffs to create multimedia Web sites or other internet content that conforms to brand and company visual format.
  • Keep abreast of government regulations and emerging Web technology to ensure regulatory compliance by reviewing current literature, talking with colleagues, participating in educational programs, attending meetings or workshops, or participating in professional organizations or conferences.
  • Purchase or negotiate placement of listings in local search engines, directories, or digital mapping technologies.
  • Coordinate sales or other promotional strategies with merchandising, operations, or inventory control staff to ensure product catalogs are current, accurate, and organized for best findability against user intent.
  • Execute or manage social media campaigns to inform search marketing tactics.
  • Conduct financial modeling for online marketing programs or Web site revenue forecasting.
  • Implement online customer service processes to ensure positive and consistent user experiences.
  • Develop transactional Web applications, using Web programming software and knowledge of programming languages, such as hypertext markup language (HTML) and extensible markup language (XML).
  • Identify and develop commercial or technical specifications, such as usability, pricing, checkout, or data security, to promote transactional internet-enabled commerce functionality.
  • Define product requirements, based on market research analysis, in collaboration with user interface design and engineering staff.
  • Execute or manage banner, video, or other non-text link ad campaigns.
  • Assist in the evaluation or negotiation of contracts with vendors or online partners.
  • Prepare electronic commerce designs or prototypes, such as storyboards, mock-ups, or other content, using graphics design software.
  • Assist in the development of online transaction or security policies.
  • Execute and manage communications with digital journalists or bloggers.
  • Resolve product availability problems in collaboration with customer service staff.
  • Identify methods for interfacing Web application technologies with enterprise resource planning or other system software.

Work Styles

Achievement/Effort

Job requires establishing and maintaining personally challenging achievement goals and exerting effort toward mastering tasks.

Persistence

Initiative

Leadership

Cooperation

Concern for Others

Social Orientation

Self-Control

Stress Tolerance

Adaptability/Flexibility

Dependability

Attention to Detail

Integrity

Independence

Innovation

Analytical Thinking

Data Source: This page includes information from the O*NET 28.0 Database by the U.S. Department of Labor, Employment and Training Administration (USDOL/ETA). Used under the CC BY 4.0 license. O*NET® is a trademark of USDOL/ETA. This page includes Employment Projections program, Occupational Employment and Wage Statistics program, U.S. Bureau of Labor Statistics.