Details Report for:
15-1199.10 - 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.
This title represents an occupation for which data collection is currently underway.
- Assist in setting up or optimizing analytics tools for tracking visitors' behaviors.
- Assist in the development of online transactional or security policies.
- Assist in the evaluation or negotiation of contracts with vendors or online partners.
- Collaborate with other marketing staff to integrate and complement marketing strategies across multiple sales channels.
- 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.
- 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.
- 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.
- Conduct financial modeling for online marketing programs or Web site revenue forecasting.
- 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.
- Conduct online marketing initiatives, such as paid ad placement, affiliate programs, sponsorship programs, email promotions, or viral marketing campaigns on social media Web sites.
- 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.
- Coordinate with developers to optimize Web site architecture, server configuration, or page construction for search engine consumption and optimal visibility.
- Create content strategies for digital media.
- Define product requirements, based on market research analysis, in collaboration with user interface design and engineering 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).
- Evaluate new emerging media or technologies and make recommendations for their application within Internet marketing or search marketing campaigns.
- Execute and manage communications with digital journalists or bloggers.
- Execute or manage banner, video, or other non-text link ad campaigns.
- Execute or manage social media campaigns to inform search marketing tactics.
- Identify and develop commercial or technical specifications, such as usability, pricing, checkout, or data security, to promote transactional internet-enabled commerce functionality.
- Identify appropriate Key Performance Indicators (KPIs) and report key metrics from digital campaigns.
- Identify methods for interfacing Web application technologies with enterprise resource planning or other system software.
- Identify, evaluate, or procure hardware or software for implementing online marketing campaigns.
- Implement online customer service processes to ensure positive and consistent user experiences.
- Improve search-related activities through ongoing analysis, experimentation, or optimization tests, using A/B or multivariate methods.
- 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.
- 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.
- Optimize digital assets, such as text, graphics, or multimedia assets, for search engine optimization (SEO) or for display and usability on internet-connected devices.
- Optimize shopping cart experience or Web site conversion rates against Key Performance Indicators (KPIs).
- Participate in the development or implementation of online marketing strategy.
- Prepare electronic commerce designs or prototypes, such as storyboards, mock-ups, or other content, using graphics design software.
- Propose online or multiple-sales-channel campaigns to marketing executives.
- Purchase or negotiate placement of listings in local search engines, directories, or digital mapping technologies.
- Resolve product availability problems in collaboration with customer service staff.
Tools used in this occupation:
|Computer servers — Domain name servers DNS|
|Teleconference equipment — Teleconferencing equipment|
|Videoconferencing systems — Videoconferencing equipment|
Technology used in this occupation:
|Business intelligence and data analysis software — Atlas Search; Conductor Searchlight; IBM Coremetrics software; Searchmetrics Suite|
|Customer relationship management CRM software — Customer information databases|
|Data base user interface and query software — Google; Kanoodle; Microsoft Access|
|Data mining software — Google Analytics|
|Electronic mail software — Email software; Microsoft Outlook|
|Information retrieval or search software — Online databases; Pinterest|
|Instant messaging software — Twitter|
|Internet browser software — Web browser software|
|Presentation software — Microsoft PowerPoint|
|Project management software — Microsoft Project|
|Spreadsheet software — Microsoft Excel|
|Web page creation and editing software — Facebook *; Google Webmaster Tools; LinkedIn *; WordPress *|
|Word processing software — Microsoft Word|
* Software developed by a government agency and/or distributed as freeware or shareware.
|72||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.|
|56||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.|
|45||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.|
|28||Artistic — Artistic occupations frequently involve working with forms, designs and patterns. They often require self-expression and the work can be done without following a clear set of rules.|
|11||Social — Social occupations frequently involve working with, communicating with, and teaching people. These occupations often involve helping or providing service to others.|
|6||Realistic — Realistic occupations frequently involve work activities that include practical, hands-on problems and solutions. They often deal with plants, animals, and real-world materials like wood, tools, and machinery. Many of the occupations require working outside, and do not involve a lot of paperwork or working closely with others.|
|72||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.|
|61||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.|
|56||Independence — Occupations that satisfy this work value allow employees to work on their own and make decisions. Corresponding needs are Creativity, Responsibility and Autonomy.|
|56||Support — Occupations that satisfy this work value offer supportive management that stands behind employees. Corresponding needs are Company Policies, Supervision: Human Relations and Supervision: Technical.|
|50||Recognition — Occupations that satisfy this work value offer advancement, potential for leadership, and are often considered prestigious. Corresponding needs are Advancement, Authority, Recognition and Social Status.|
|39||Relationships — Occupations that satisfy this work value allow employees to provide service to others and work with co-workers in a friendly non-competitive environment. Corresponding needs are Co-workers, Moral Values and Social Service.|
Wages & Employment Trends
Median wages data collected from Computer Occupations, All Other.
Employment data collected from Computer Occupations, All Other.
Industry data collected from Computer Occupations, All Other.
|Median wages (2013)||$39.59 hourly, $82,340 annual|
|Employment (2012)||206,000 employees|
|Projected growth (2012-2022)||Slower than average (3% to 7%)|
|Projected job openings (2012-2022)||40,200|
|Top industries (2012)||
Government (44% employed in this sector)
Source: Bureau of Labor Statistics 2013 wage data and 2012-2022 employment projections . "Projected growth" represents the estimated change in total employment over the projections period (2012-2022). "Projected job openings" represent openings due to growth and replacement.