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)
Tasks | Tools & Technology | Knowledge | Skills | Abilities | Work Activities | Detailed Work Activities | Work Context | Job Zone | Education | Credentials | Interests | Work Styles | Work Values | Wages & Employment | Job Openings
- 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.
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
- Customer relationship management CRM software — Customer information databases
- Data base user interface and query software — Kanoodle; Microsoft Access; Microsoft Bing *; MySQL software (see all 5 examples)
- Data mining software — Google Analytics
- Document management software — Open Source Matters Joomla! *
- Electronic mail software — Email software; Microsoft Outlook; Yahoo! *
- Information retrieval or search software — Online databases; Pinterest
- Instant messaging software — Twitter; WhatsApp
- 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.
- 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.
- 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.
- 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.
- 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.
- Communicating with Persons Outside Organization — Communicating with people outside the organization, representing the organization to customers, the public, government, and other external sources. This information can be exchanged in person, in writing, or by telephone or e-mail.
- Communicating with Supervisors, Peers, or Subordinates — Providing information to supervisors, co-workers, and subordinates by telephone, in written form, e-mail, or in person.
- Thinking Creatively — Developing, designing, or creating new applications, ideas, relationships, systems, or products, including artistic contributions.
- Establishing and Maintaining Interpersonal Relationships — Developing constructive and cooperative working relationships with others, and maintaining them over time.
- Provide Consultation and Advice to Others — Providing guidance and expert advice to management or other groups on technical, systems-, or process-related topics.
- Scheduling Work and Activities — Scheduling events, programs, and activities, as well as the work of others.
- Documenting/Recording Information — Entering, transcribing, recording, storing, or maintaining information in written or electronic/magnetic form.
- Selling or Influencing Others — Convincing others to buy merchandise/goods or to otherwise change their minds or actions.
- Estimating the Quantifiable Characteristics of Products, Events, or Information — Estimating sizes, distances, and quantities; or determining time, costs, resources, or materials needed to perform a work activity.
- Developing and Building Teams — Encouraging and building mutual trust, respect, and cooperation among team members.
- Coordinating the Work and Activities of Others — Getting members of a group to work together to accomplish tasks.
- Training and Teaching Others — Identifying the educational needs of others, developing formal educational or training programs or classes, and teaching or instructing others.
- Monitor Processes, Materials, or Surroundings — Monitoring and reviewing information from materials, events, or the environment, to detect or assess problems.
- Evaluating Information to Determine Compliance with Standards — Using relevant information and individual judgment to determine whether events or processes comply with laws, regulations, or standards.
- Guiding, Directing, and Motivating Subordinates — Providing guidance and direction to subordinates, including setting performance standards and monitoring performance.
Detailed Work Activities
- Analyze website or related online data to track trends or usage.
- Analyze market or customer related data.
- Develop performance metrics or standards related to information technology.
- Evaluate utility of software or hardware technologies.
- Prepare graphics or other visual representations of information.
- Design websites or web applications.
- Coordinate project activities with other personnel or departments.
- Develop computer or information security policies or procedures.
- Update knowledge about emerging industry or technology trends.
- Implement advertising or marketing initiatives.
- Collaborate with others to develop or implement marketing strategies.
- Collaborate with others to determine design specifications or details.
- Recommend changes to improve computer or information systems.
- Write computer programming code.
- Design computer modeling or simulation programs.
- Develop guidelines for system implementation.
- Maintain the inventory of equipment.
- Provide customer service to clients or users.
- Coordinate resource procurement activities.
- Develop specifications or procedures for website development or maintenance.
- 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.”
|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)|
Percentage of Respondents
|Education Level Required|
|4||High school diploma or equivalent|
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.
- 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.
- 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 & 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 (2014)||$40.10 hourly, $83,410 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)|
Source: Bureau of Labor Statistics 2014 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.