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Search Marketing Strategists
SOC Code: 15-1199.10

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.

Sample of reported job titles: Channel Supervisor; Director of Audience Generation, Search, & Analytics; Director of Online Marketing Strategy & Performance; Director of Search Engine Optimization (Director of SEO); Director, Search Marketing Strategies; Ecommerce Marketing Manager; Internet Marketing Consultant; Internet Marketing Specialist; Senior Search Engine Optimization Associate (Senior SEO Associate); Senior Search Engine Optimization Specialist (Senior SEO Specialist)

Tasks

  • 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.

Technology Skills

  • Business intelligence and data analysis software - Atlas Search; Conductor Searchlight; IBM Digital Analytics; Searchmetrics Suite (see all 5 examples)
  • Customer relationship management CRM software - Customer information databases; Oracle Eloqua
  • Data base management system software - Apache Solr ; MySQL
  • Data base user interface and query software - Google; Kanoodle; Microsoft Access ; Structured query language SQL (see all 6 examples)
  • Data mining software - Google Analytics
  • Document management software - Open Source Matters Joomla!
  • Electronic mail software - Email software; Microsoft Outlook ; Yahoo! Email
  • Graphics or photo imaging software - Adobe Systems Adobe Photoshop ; Microsoft Visio
  • Information retrieval or search software - Pinterest
  • Instant messaging software - Twitter; WhatsApp
  • Internet browser software - Web browser software
  • Object or component oriented development software - Oracle Java
  • Office suite software - Microsoft Office
  • Presentation software - Microsoft PowerPoint
  • Project management software - Microsoft Project
  • Sales and marketing software - Google AdWords ; Marketo Marketing Automation
  • Spreadsheet software - Microsoft Excel
  • Video creation and editing software - YouTube
  • Web page creation and editing software - Adobe Systems Adobe Dreamweaver ; Facebook ; Google Webmaster Tools; WordPress (see all 5 examples)
  • Web platform development software - Hypertext markup language HTML ; JavaScript ; PHP: Hypertext preprocessor ; seoClarity (see all 12 examples)
  • Word processing software - Microsoft Word

Tools Used

  • Computer servers - Domain name servers DNS
  • Desktop computers
  • Personal computers
  • Teleconference equipment - Teleconferencing equipment
  • Videoconferencing systems - Videoconferencing equipment

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.
  • Communications and Media - Knowledge of media production, communication, and dissemination techniques and methods. This includes alternative ways to inform and entertain via written, oral, and visual media.
  • Computers and Electronics - Knowledge of circuit boards, processors, chips, electronic equipment, and computer hardware and software, including applications and programming.
  • Mathematics - Knowledge of arithmetic, algebra, geometry, calculus, statistics, and their applications.
  • Administration and Management - Knowledge of business and management principles involved in strategic planning, resource allocation, human resources modeling, leadership technique, production methods, and coordination of people and resources.

Skills

  • Complex Problem Solving - Identifying complex problems and reviewing related information to develop and evaluate options and implement solutions.
  • Reading Comprehension - Understanding written sentences and paragraphs in work related documents.
  • Speaking - Talking to others to convey information effectively.
  • Active Learning - Understanding the implications of new information for both current and future problem-solving and decision-making.
  • Active Listening - Giving full attention to what other people are saying, taking time to understand the points being made, asking questions as appropriate, and not interrupting at inappropriate times.
  • Critical Thinking - Using logic and reasoning to identify the strengths and weaknesses of alternative solutions, conclusions or approaches to problems.
  • Judgment and Decision Making - Considering the relative costs and benefits of potential actions to choose the most appropriate one.
  • Writing - Communicating effectively in writing as appropriate for the needs of the audience.
  • Systems Analysis - Determining how a system should work and how changes in conditions, operations, and the environment will affect outcomes.
  • Systems Evaluation - Identifying measures or indicators of system performance and the actions needed to improve or correct performance, relative to the goals of the system.
  • Coordination - Adjusting actions in relation to others' actions.
  • Monitoring - Monitoring/Assessing performance of yourself, other individuals, or organizations to make improvements or take corrective action.
  • Time Management - Managing one's own time and the time of others.
  • Persuasion - Persuading others to change their minds or behavior.
  • Service Orientation - Actively looking for ways to help people.
  • Social Perceptiveness - Being aware of others' reactions and understanding why they react as they do.

Abilities

  • 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.
  • Deductive Reasoning - The ability to apply general rules to specific problems to produce answers that make sense.
  • Fluency of Ideas - The ability to come up with a number of ideas about a topic (the number of ideas is important, not their quality, correctness, or creativity).
  • Inductive Reasoning - The ability to combine pieces of information to form general rules or conclusions (includes finding a relationship among seemingly unrelated events).
  • Information Ordering - The ability to arrange things or actions in a certain order or pattern according to a specific rule or set of rules (e.g., patterns of numbers, letters, words, pictures, mathematical operations).
  • Problem Sensitivity - The ability to tell when something is wrong or is likely to go wrong. It does not involve solving the problem, only recognizing there is a problem.
  • Written Expression - The ability to communicate information and ideas in writing so others will understand.
  • Category Flexibility - The ability to generate or use different sets of rules for combining or grouping things in different ways.
  • Speech Clarity - The ability to speak clearly so others can understand you.
  • Speech Recognition - The ability to identify and understand the speech of another person.
  • Near Vision - The ability to see details at close range (within a few feet of the observer).
  • Originality - The ability to come up with unusual or clever ideas about a given topic or situation, or to develop creative ways to solve a problem.
  • Selective Attention - The ability to concentrate on a task over a period of time without being distracted.
  • Flexibility of Closure - The ability to identify or detect a known pattern (a figure, object, word, or sound) that is hidden in other distracting material.

Interests

  • Interest code: EIC
    • Enterprising - Enterprising occupations frequently involve starting up and carrying out projects. These occupations can involve leading people and making many decisions. Sometimes they require risk taking and often deal with business.
    • Investigative - Investigative occupations frequently involve working with ideas, and require an extensive amount of thinking. These occupations can involve searching for facts and figuring out problems mentally.
    • Conventional - Conventional occupations frequently involve following set procedures and routines. These occupations can include working with data and details more than with ideas. Usually there is a clear line of authority to follow.

Work Context

  • Electronic Mail - 96% responded “Every day.”
  • Spend Time Sitting - 78% responded “Continually or almost continually.”
  • Telephone - 50% responded “Once a week or more but not every day.”
  • Duration of Typical Work Week - 65% responded “More than 40 hours.”
  • Freedom to Make Decisions - 52% responded “Some freedom.”
  • Structured versus Unstructured Work - 43% responded “A lot of freedom.”
  • Indoors, Environmentally Controlled - 77% responded “Every day.”
  • Face-to-Face Discussions - 45% responded “Once a week or more but not every day.”
  • Importance of Being Exact or Accurate - 57% responded “Very important.”
  • Impact of Decisions on Co-workers or Company Results - 48% responded “Important results.”
  • Level of Competition - 59% responded “Highly competitive.”
  • Time Pressure - 48% responded “Once a week or more but not every day.”
  • Work With Work Group or Team - 33% responded “Very important.”
  • Contact With Others - 39% responded “Contact with others most of the time.”
  • Frequency of Decision Making - 32% responded “Once a week or more but not every day.”
  • Coordinate or Lead Others - 59% responded “Important.”
  • Responsibility for Outcomes and Results - 55% responded “Moderate responsibility.”
  • Spend Time Using Your Hands to Handle, Control, or Feel Objects, Tools, or Controls - 39% responded “Never.”
  • Deal With External Customers - 35% responded “Important.”
  • Importance of Repeating Same Tasks - 32% responded “Fairly important.”

Education

Percentage of RespondentsEducation Level Required
78%Bachelor's degree
13%Associate's degree
4%High school diploma or equivalent

Work Styles

  • Attention to Detail - Job requires being careful about detail and thorough in completing work tasks.
  • Analytical Thinking - Job requires analyzing information and using logic to address work-related issues and problems.
  • Dependability - Job requires being reliable, responsible, and dependable, and fulfilling obligations.
  • Initiative - Job requires a willingness to take on responsibilities and challenges.
  • Persistence - Job requires persistence in the face of obstacles.
  • Achievement/Effort - Job requires establishing and maintaining personally challenging achievement goals and exerting effort toward mastering tasks.
  • Innovation - Job requires creativity and alternative thinking to develop new ideas for and answers to work-related problems.
  • Adaptability/Flexibility - Job requires being open to change (positive or negative) and to considerable variety in the workplace.
  • Integrity - Job requires being honest and ethical.
  • Cooperation - Job requires being pleasant with others on the job and displaying a good-natured, cooperative attitude.
  • Independence - Job requires developing one's own ways of doing things, guiding oneself with little or no supervision, and depending on oneself to get things done.
  • Leadership - Job requires a willingness to lead, take charge, and offer opinions and direction.
  • Stress Tolerance - Job requires accepting criticism and dealing calmly and effectively with high stress situations.
  • Self Control - Job requires maintaining composure, keeping emotions in check, controlling anger, and avoiding aggressive behavior, even in very difficult situations.

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 - Occupations that satisfy this work value offer job security and good working conditions. Corresponding needs are Activity, Compensation, Independence, Security, Variety and Working Conditions.
  • Independence - Occupations that satisfy this work value allow employees to work on their own and make decisions. Corresponding needs are Creativity, Responsibility and Autonomy.

Wages & Trends

  • Median wages (2017)
    • $42.56 hourly, $88,510 annual
  • Employment (2016)
    • 287,000 employees
  • Projected growth (2016-2026)
    • Average (5% to 9%)
  • Projected job openings (2016-2026)
    • 22,400

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