Search Marketing Strategists
O*NET files this work under Search Marketing Strategists: people who employ search marketing tactics to increase visibility and engagement with content, products, or services in Internet-enabled devices or interfaces. Its interest code is ECI. Enterprising leads at 5.5 out of 7, so expect leading, persuading and making business decisions, with Conventional next at 4.7. The preparation level is considerable preparation, typically a bachelor’s degree plus a period of work experience. O*NET’s skill data points to reading comprehension, complex problem solving, and judgment and decision making as the ones to build. One core duty is to manage tracking and reporting of search-related activities and provide analyses to marketing executives. It tends to suit people who want leading, persuading and making business decisions, and it offers little for anyone seeking hands-on work with tools, machines or the physical world.
What they do
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.
Main 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.
Skills
- Reading Comprehension
- Complex Problem Solving
- Judgment and Decision Making
- Critical Thinking
- Active Listening
- Active Learning
Who this career fits
May suit you if
- You like taking the lead and making the call.
- You like clear rules and getting the details right.
- You are ready to spend around four years on a degree, then build experience.
- You are comfortable relying on reading comprehension and complex problem solving.
May not suit you if
- You would rather not persuade, sell or manage other people.
- You want to work with your hands for most of the day. Realistic rates 1.0 out of 7 here.
- You want to avoid a four-year degree or its equivalent.
Interest profile
O*NET rates each occupation from 1 to 7 on six interest types. The code ECI takes the three highest, and Enterprising comes first here.
Preparation
Considerable preparation. Most jobs here ask for a bachelor’s degree, and employers usually expect a few years of related experience as well.
Most-reported requirement in the O*NET survey: Bachelor's Degree. This reflects what workers reported most often and is not a legal minimum. Licensing rules can differ by state or industry, so confirm what applies where you plan to work.
Also called
- Digital Marketing Strategist
- Digital Media Planner
- Internet Marketing Specialist
- Marketing Consultant
- Online Marketing Consultant
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This page includes information from the O*NET 31.0 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.