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Summary 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.

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)

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Tasks  |  Tools & Technology  |  Knowledge  |  Skills  |  Abilities  |  Work Activities  |  Work Context  |  Job Zone  |  Education  |  Credentials  |  Interests  |  Work Styles  |  Work Values  |  Wages & Employment  |  Job Openings

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.

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Tools & Technology

Tools used in this occupation:

Computer servers — Domain name servers DNS
Desktop computers
Personal computers
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
Data base user interface and query software — Google; Kanoodle; Microsoft Access
Electronic mail software — Email software; Microsoft Outlook
Web page creation and editing software — Facebook *; Google Webmaster Tools; LinkedIn *; WordPress *
Web platform development software — Hypertext markup language HTML; JavaScript; SEOmoz; SyCara software

* Software developed by a government agency and/or distributed as freeware or shareware.

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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.
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.

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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.

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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.

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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.
Developing Objectives and Strategies — Establishing long-range objectives and specifying the strategies and actions to achieve them.
Identifying Objects, Actions, and Events — Identifying information by categorizing, estimating, recognizing differences or similarities, and detecting changes in circumstances or events.
Interpreting the Meaning of Information for Others — Translating or explaining what information means and how it can be used.
Processing Information — Compiling, coding, categorizing, calculating, tabulating, auditing, or verifying information or data.
Organizing, Planning, and Prioritizing Work — Developing specific goals and plans to prioritize, organize, and accomplish your work.

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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.”

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Job Zone

Title Job Zone Four: Considerable Preparation Needed
Education Most of these occupations require a four-year bachelor's degree, but some do not.
Related Experience A considerable amount of work-related skill, knowledge, or experience is needed for these occupations. For example, an accountant must complete four years of college and work for several years in accounting to be considered qualified.
Job Training Employees in these occupations usually need several years of work-related experience, on-the-job training, and/or vocational training.
Job Zone Examples Many of these occupations involve coordinating, supervising, managing, or training others. Examples include accountants, sales managers, database administrators, teachers, chemists, art directors, and cost estimators.
SVP Range (7.0 to < 8.0)

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Education


Percentage of Respondents
Education Level Required
78   Bachelor's degree
13   Associate's degree
  High school diploma or equivalent Help

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Credentials

Find Training Find Certifications

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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.

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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.

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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.

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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
State wages Local Salary Info
 
Employment (2012) 206,000 employees
Projected growth (2012-2022) Slower than average (3% to 7%) Slower than average (3% to 7%)
Projected job openings (2012-2022) 40,200
State trends Employment Trends
 
Top industries (2012)

Source: Bureau of Labor Statistics 2013 wage data external site and 2012-2022 employment projections external site. "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.

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Job Openings on the Web

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