Search marketing strategists 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.

  • 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.
  • Identify appropriate Key Performance Indicators (KPIs) and report key metrics from digital campaigns.
  • Assist in setting up or optimizing analytics tools for tracking visitors' behaviors.
  • Coordinate with developers to optimize Web site architecture, server configuration, or page construction for search engine consumption and optimal visibility.
  • Conduct online marketing initiatives, such as paid ad placement, affiliate programs, sponsorship programs, email promotions, or viral marketing campaigns on social media Web sites.
  • Participate in the development or implementation of online marketing strategy.
  • Improve search-related activities through ongoing analysis, experimentation, or optimization tests, using A/B or multivariate methods.
  • Optimize digital assets, such as text, graphics, or multimedia assets, for search engine optimization (SEO) or for display and usability on internet-connected devices.
  • Create content strategies for digital media.
  • Manage tracking and reporting of search-related activities and provide analyses to marketing executives.
  • Optimize Web site exposure by analyzing search engine patterns to direct online placement of keywords or other content.
  • Combine secondary data sources with keyword research to more accurately profile and satisfy user intent.
  • Communicate and collaborate with merchants, Webmasters, bloggers, or online editors to strategically place hyperlinks.
  • Optimize shopping cart experience or Web site conversion rates against Key Performance Indicators (KPIs).
  • Evaluate new emerging media or technologies and make recommendations for their application within Internet marketing or search marketing campaigns.
  • Collaborate with other marketing staff to integrate and complement marketing strategies across multiple sales channels.
  • Execute or manage social media campaigns to inform search marketing tactics.
  • Propose online or multiple-sales-channel campaigns to marketing executives.
  • 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.
  • Purchase or negotiate placement of listings in local search engines, directories, or digital mapping technologies.
  • Conduct financial modeling for online marketing programs or Web site revenue forecasting.
  • Execute or manage banner, video, or other non-text link ad campaigns.
  • Execute and manage communications with digital journalists or bloggers.
  • 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.
  • Define product requirements, based on market research analysis, in collaboration with user interface design and engineering staff.
  • 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.
  • Assist in the evaluation or negotiation of contracts with vendors or online partners.
  • Implement online customer service processes to ensure positive and consistent user experiences.
  • Resolve product availability problems in collaboration with customer service staff.
  • Develop transactional Web applications, using Web programming software and knowledge of programming languages, such as hypertext markup language (HTML) and extensible markup language (XML).
  • Prepare electronic commerce designs or prototypes, such as storyboards, mock-ups, or other content, using graphics design software.
  • Identify, evaluate, or procure hardware or software for implementing online marketing campaigns.
  • Assist in the development of online transaction or security policies.
  • Identify and develop commercial or technical specifications, such as usability, pricing, checkout, or data security, to promote transactional internet-enabled commerce functionality.
  • Identify methods for interfacing Web application technologies with enterprise resource planning or other system software.
  • 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.
Work Context
  • Electronic Mail — 96% responded "Every day".
  • Spend Time Sitting — 79% responded "Continually or almost continually".
  • Telephone — 50% responded "Once a week or more but not every day".
  • Structured versus Unstructured Work — 44% responded "Some freedom".
  • Freedom to Make Decisions — 53% responded "Some freedom".
  • Indoors, Environmentally Controlled — 78% responded "Every day".
  • Face-to-Face Discussions — 46% responded "Once a week or more but not every day".
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Work Activities
  • Interacting With Computers — Using computers and computer systems (including hardware and software) to program, write software, set up functions, enter data, or process information.
  • Analyzing Data or Information — Identifying the underlying principles, reasons, or facts of information by breaking down information or data into separate parts.
  • Updating and Using Relevant Knowledge — Keeping up-to-date technically and applying new knowledge to your job.
  • Getting Information — Observing, receiving, and otherwise obtaining information from all relevant sources.
  • Making Decisions and Solving Problems — Analyzing information and evaluating results to choose the best solution and solve problems.
  • Interpreting the Meaning of Information for Others — Translating or explaining what information means and how it can be used.
  • Identifying Objects, Actions, and Events — Identifying information by categorizing, estimating, recognizing differences or similarities, and detecting changes in circumstances or events.
  • Developing Objectives and Strategies — Establishing long-range objectives and specifying the strategies and actions to achieve them.
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Detailed Work Activities
  • Update knowledge about emerging industry or technology trends.
  • Provide customer service to clients or users.
  • Provide customer service to clients or users.
  • Evaluate utility of software or hardware technologies.
  • Maintain the inventory of equipment.
  • Develop guidelines for system implementation.
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Knowledge

Sales and Marketing
  • Knowledge of principles and methods for showing, promoting, and selling products or services. This includes marketing strategy and tactics, product demonstration, sales techniques, and sales control systems.
English Language
  • Knowledge of the structure and content of the English language including the meaning and spelling of words, rules of composition, and grammar.
Customer and Personal Service
  • Knowledge of principles and processes for providing customer and personal services. This includes customer needs assessment, meeting quality standards for services, and evaluation of customer satisfaction.
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Skills

Reading Comprehension
  • Understanding written sentences and paragraphs in work related documents.
Complex Problem Solving
  • Identifying complex problems and reviewing related information to develop and evaluate options and implement solutions.
Speaking
  • Talking to others to convey information effectively.
Critical Thinking
  • Using logic and reasoning to identify the strengths and weaknesses of alternative solutions, conclusions or approaches to problems.
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Abilities

Oral Expression
  • The ability to communicate information and ideas in speaking so others will understand.
Oral Expression
  • The ability to communicate information and ideas in speaking so others will understand.
Oral Comprehension
  • The ability to listen to and understand information and ideas presented through spoken words and sentences.
Written Comprehension
  • The ability to read and understand information and ideas presented in writing.
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Personality

People interested in this work like activities that include ideas, thinking, and figuring things out.
They do well at jobs that need:
  • Achievement/Effort
  • Persistence
  • Initiative
  • Leadership
  • Cooperation
  • Concern for Others
  • Social Orientation
  • Self Control
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Technology

You might use software like this on the job:

Object or component oriented development software
  • Oracle Java Hot Technology
Web platform development software
  • PHP: Hypertext preprocessor Hot Technology
  • JavaScript Hot Technology
  • Oracle JavaServer Pages JSP Hot Technology
  • Hypertext markup language HTML Hot Technology
  • Cascading Style Sheets CSS Hot Technology
  • Drupal Hot Technology
  • AJAX Hot Technology
  • SEOmoz
  • seoClarity
  • Screaming Frog SEO Spider
  • Majestic SEO
  • ASPX
Data base user interface and query software
  • Microsoft SQL Server Hot Technology
  • Microsoft Access Hot Technology
  • Structured query language SQL Hot Technology
  • Google
  • Kanoodle
  • Microsoft Bing
  • Online databases
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Education

Get started on your career:

Job Outlook

New job opportunities are very likely in the future.
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