Search Marketing Strategists

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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: Digital Marketing Strategist, Digital Media Planner, Internet Marketing Specialist, Marketing Consultant, Online Marketing Consultant, Paid Search Consultant, Paid Search Strategist, Search Engine Optimization Consultant (SEO Consultant), SEO Strategist (Search Engine Optimization Strategist), Social Media Specialist

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Tasks

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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.
Assist in setting up or optimizing analytics tools for tracking visitors’ behaviors.
Identify appropriate Key Performance Indicators (KPIs) and report key metrics from digital campaigns.
Create content strategies for digital media.
Combine secondary data sources with keyword research to more accurately profile and satisfy user intent.
Collaborate with other marketing staff to integrate and complement marketing strategies across multiple sales channels.
Optimize shopping cart experience or Web site conversion rates against Key Performance Indicators (KPIs).
Improve search-related activities through ongoing analysis, experimentation, or optimization tests, using A/B or multivariate methods.
Conduct online marketing initiatives, such as paid ad placement, affiliate programs, sponsorship programs, email promotions, or viral marketing campaigns on social media Web sites.
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.
Propose online or multiple-sales-channel campaigns to marketing executives.
Evaluate new emerging media or technologies and make recommendations for their application within Internet marketing or search marketing campaigns.
Communicate and collaborate with merchants, Webmasters, bloggers, or online editors to strategically place hyperlinks.
Identify, evaluate, or procure hardware or software for implementing online marketing campaigns.
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.
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.
Purchase or negotiate placement of listings in local search engines, directories, or digital mapping technologies.
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.
Execute or manage social media campaigns to inform search marketing tactics.
Conduct financial modeling for online marketing programs or Web site revenue forecasting.
Implement online customer service processes to ensure positive and consistent user experiences.
Develop transactional Web applications, using Web programming software and knowledge of programming languages, such as hypertext markup language (HTML) and extensible markup language (XML).
Identify and develop commercial or technical specifications, such as usability, pricing, checkout, or data security, to promote transactional internet-enabled commerce functionality.

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Technology Skills

All 23 displayed Show 5 tools used

Business intelligence and data analysis software — BrightEdge; 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 ; Elasticsearch ; MySQL
Data base user interface and query software — Microsoft Access ; Microsoft SQL Server ; Online databases; Structured query language SQL (see all 7 examples)
Data mining software — Google Analytics
Document management software — Open Source Matters Joomla!
Electronic mail software — Email software; Microsoft Outlook ; Yahoo! Email
Enterprise resource planning ERP software — Microsoft Dynamics
Graphics or photo imaging software — Adobe Systems Adobe Photoshop ; JamBoard
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
Process mapping and design software — Microsoft Visio
Project management software — Microsoft Project
Sales and marketing software — Google AdWords ; HubSpot software ; 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; LinkedIn (see all 5 examples)
Web platform development software — AJAX ; Cascading style sheets CSS ; Microsoft ASP.NET ; Oracle JavaServer Pages JSP (see all 12 examples)
Word processing software — Microsoft Word

Hot Technology — a technology requirement frequently included in employer job postings.

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Knowledge

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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.
Computers and Electronics — Knowledge of circuit boards, processors, chips, electronic equipment, and computer hardware and software, including applications and programming.
English Language — Knowledge of the structure and content of the English language including the meaning and spelling of words, rules of composition, and grammar.
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.
Mathematics — Knowledge of arithmetic, algebra, geometry, calculus, statistics, and their applications.
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.

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Skills

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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.
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.
Speaking — Talking to others to convey information effectively.
Writing — Communicating effectively in writing as appropriate for the needs of the audience.
Monitoring — Monitoring/Assessing performance of yourself, other individuals, or organizations to make improvements or take corrective action.
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.
Persuasion — Persuading others to change their minds or behavior.
Instructing — Teaching others how to do something.
Time Management — Managing one’s own time and the time of others.
Negotiation — Bringing others together and trying to reconcile differences.
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

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Oral Comprehension — The ability to listen to and understand information and ideas presented through spoken words and sentences.
Oral Expression — The ability to communicate information and ideas in speaking so others will understand.
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).
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 that there is a problem.
Written Expression — The ability to communicate information and ideas in writing so others will understand.
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).
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.
Category Flexibility — The ability to generate or use different sets of rules for combining or grouping things in different ways.
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.
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.
Near Vision — The ability to see details at close range (within a few feet of the observer).
Selective Attention — The ability to concentrate on a task over a period of time without being distracted.

Work Activities

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Working 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.
Making Decisions and Solving Problems — Analyzing information and evaluating results to choose the best solution and solve problems.
Getting Information — Observing, receiving, and otherwise obtaining information from all relevant sources.
Processing Information — Compiling, coding, categorizing, calculating, tabulating, auditing, or verifying information or data.
Developing Objectives and Strategies — Establishing long-range objectives and specifying the strategies and actions to achieve them.
Thinking Creatively — Developing, designing, or creating new applications, ideas, relationships, systems, or products, including artistic contributions.
Communicating with Supervisors, Peers, or Subordinates — Providing information to supervisors, co-workers, and subordinates by telephone, in written form, e-mail, or in person.
Interpreting the Meaning of Information for Others — Translating or explaining what information means and how it can be used.
Identifying Objects, Actions, and Events — Identifying information by categorizing, estimating, recognizing differences or similarities, and detecting changes in circumstances or events.
Providing Consultation and Advice to Others — Providing guidance and expert advice to management or other groups on technical, systems-, or process-related topics.
Organizing, Planning, and Prioritizing Work — Developing specific goals and plans to prioritize, organize, and accomplish your work.
Establishing and Maintaining Interpersonal Relationships — Developing constructive and cooperative working relationships with others, and maintaining them over time.
Communicating with People Outside the 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.
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.
Training and Teaching Others — Identifying the educational needs of others, developing formal educational or training programs or classes, and teaching or instructing others.
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.
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.
Monitoring Processes, Materials, or Surroundings — Monitoring and reviewing information from materials, events, or the environment, to detect or assess problems.
Scheduling Work and Activities — Scheduling events, programs, and activities, as well as the work of others.
Coaching and Developing Others — Identifying the developmental needs of others and coaching, mentoring, or otherwise helping others to improve their knowledge or skills.
Developing and Building Teams — Encouraging and building mutual trust, respect, and cooperation among team members.
Guiding, Directing, and Motivating Subordinates — Providing guidance and direction to subordinates, including setting performance standards and monitoring performance.
Monitoring and Controlling Resources — Monitoring and controlling resources and overseeing the spending of money.

Detailed Work Activities

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Implement advertising or marketing initiatives.
Collaborate with others to develop or implement marketing strategies.
Design websites or web applications.
Analyze website or related online data to track trends or usage.
Coordinate project activities with other personnel or departments.
Develop performance metrics or standards related to information technology.
Analyze market or customer related data.
Evaluate utility of software or hardware technologies.
Recommend changes to improve computer or information systems.
Provide customer service to clients or users.
Maintain the inventory of equipment.
Update knowledge about emerging industry or technology trends.
Coordinate resource procurement activities.
Write computer programming code.
Design computer modeling or simulation programs.
Develop specifications or procedures for website development or maintenance.
Collaborate with others to determine design specifications or details.
Prepare graphics or other visual representations of information.
Develop computer or information security policies or procedures.
Develop guidelines for system implementation.

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Work Context

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Electronic Mail — 91% responded “Every day.”
Spend Time Sitting — 87% responded “Continually or almost continually.”
Freedom to Make Decisions — 48% responded “Some freedom.”
Indoors, Environmentally Controlled — 78% responded “Every day.”
Structured versus Unstructured Work — 57% responded “Some freedom.”
Telephone — 43% responded “Once a week or more but not every day.”
Face-to-Face Discussions — 43% responded “Every day.”
Duration of Typical Work Week — 61% responded “40 hours.”
Impact of Decisions on Co-workers or Company Results — 48% responded “Important results.”
Importance of Being Exact or Accurate — 39% responded “Very important.”
Time Pressure — 61% responded “Once a week or more but not every day.”
Work With Work Group or Team — 39% responded “Very important.”
Contact With Others — 39% responded “Contact with others most of the time.”
Level of Competition — 52% responded “Highly competitive.”
Frequency of Decision Making — 35% responded “Once a week or more but not every day.”
Coordinate or Lead Others — 43% responded “Important.”

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 real estate brokers, sales managers, database administrators, graphic designers, chemists, art directors, and cost estimators.
SVP Range	(7.0 to < 8.0)

Education

Percentage of Respondents	Education Level Required
48	Bachelor’s degree
22	Associate’s degree
17	Some college, no degree

Credentials

Interests

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Interest code: EIC Want to discover your interests? Take the O*NET Interest Profiler at My Next Move.

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 Styles

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Analytical Thinking — Job requires analyzing information and using logic to address work-related issues and problems.
Attention to Detail — Job requires being careful about detail and thorough in completing work tasks.
Initiative — Job requires a willingness to take on responsibilities and challenges.
Dependability — Job requires being reliable, responsible, and dependable, and fulfilling obligations.
Adaptability/Flexibility — Job requires being open to change (positive or negative) and to considerable variety in the workplace.
Achievement/Effort — Job requires establishing and maintaining personally challenging achievement goals and exerting effort toward mastering tasks.
Persistence — Job requires persistence in the face of obstacles.
Integrity — Job requires being honest and ethical.
Innovation — Job requires creativity and alternative thinking to develop new ideas for and answers to work-related problems.
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.
Stress Tolerance — Job requires accepting criticism and dealing calmly and effectively with high-stress situations.
Leadership — Job requires a willingness to lead, take charge, and offer opinions and direction.
Self-Control — Job requires maintaining composure, keeping emotions in check, controlling anger, and avoiding aggressive behavior, even in very difficult situations.

Work Values

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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 wage data for Market Research Analysts and Marketing Specialists.
Employment data for Market Research Analysts and Marketing Specialists.
Industry data for Market Research Analysts and Marketing Specialists.

Median wages (2020)	$31.64 hourly, $65,810 annual
State wages
Local wages	ZIP Code:

Employment (2020)	740,900 employees
Projected growth (2020-2030)	Much faster than average (15% or higher)
Projected job openings (2020-2030)	96,000
State trends

Top industries (2020)	Professional, Scientific, and Technical Services Finance and Insurance

Source: Bureau of Labor Statistics 2020 wage data external site and 2020-2030 employment projections . “Projected growth” represents the estimated change in total employment over the projections period (2020-2030). “Projected job openings” represent openings due to growth and replacement.

Job Openings on the Web

Sources of Additional Information

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Disclaimer: Sources are listed to provide additional information on related jobs, specialties, and/or industries. Links to non-DOL Internet sites are provided for your convenience and do not constitute an endorsement.

Digital Analytics Association
Insights Association
Occupational Outlook Handbook: Market research analysts
Organization of Search Engine Optimization Professionals
SEMPO
World Organization of Webmasters

This page includes information from O*NET OnLine 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.