Search Marketing Strategists

What the job really is

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.

At a glance

• Sector: Business & Financial
• O*NET-SOC code: 13-1161
• O*NET job zone: 4 — considerable preparation
• Work sample tasks on file: 12
• Tools and technologies listed: 12

What you actually do

Work sample tasks recorded for this occupation:

• 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).

Tools and technology

AJAX, Adobe Analytics, Adobe Photoshop, Ahrefs Site Explorer, Bing Ads, Cascading style sheets CSS, Content management systems CMS, Elasticsearch, Facebook, Google, Google Ads, Google Analytics

What employers expect you to already be comfortable with.

Where this job leads

Related occupations — the usual moves up and sideways:

• Web and Digital Interface Designers
• Market Research Analysts and Marketing Specialists
• Product Marketing Managers
• Advertising and Promotions Managers
• Web Administrators
• Web Developers
• Business Intelligence Analysts
• Advertising Sales Agents

Getting in

O*NET assigns this occupation job zone 4 (considerable preparation). The related occupations above are the realistic routes in and out.

Find openings

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Check this against the source

O*NET OnLine: Search Marketing Strategists — the authoritative public-domain profile this page is derived from, including the full task list, reported skills and the wage estimates for your region.

Derived and rewritten from the public-domain O*NET database (U.S. Department of Labor / Employment and Training Administration). Figures are observations, not promises — always confirm salary, licensing and visa requirements with the employer and the relevant authority.