Search Marketing Strategists

Information Technology > Information Support and Services

Projected Growth: Faster than average

Projected Job Openings

Considerable Preparation Needed

Job Description

Your job is to 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.

Common job titles of Search Marketing Strategists include:

Experience and Education

A considerable amount of work-related skill, knowledge, or experience is needed for this occupation. For example, a person in this occupation must complete four years of college and work for several years in industry to be considered qualified.

  • 78.26% said they needed a Bachelor's Degree.

  • 13.04% said they needed a Associate's Degree.


    Optimize digital assets, such as text, graphics, or multimedia assets, for search engine optimization (SEO) or for display and usability on internet-connected devices.

    Combine secondary data sources with keyword research to more accurately profile and satisfy user intent.

    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.

    Conduct online marketing initiatives, such as paid ad placement, affiliate programs, sponsorship programs, email promotions, or viral marketing campaigns on social media Web sites.

    Purchase or negotiate placement of listings in local search engines, directories, or digital mapping technologies.

    Optimize shopping cart experience or Web site conversion rates against Key Performance Indicators (KPIs).

    Manage tracking and reporting of search-related activities and provide analyses to marketing executives.

    Identify appropriate Key Performance Indicators (KPIs) and report key metrics from digital campaigns.

    Execute or manage social media campaigns to inform search marketing tactics.

    Evaluate new emerging media or technologies and make recommendations for their application within Internet marketing or search marketing campaigns.

    Create content strategies for digital media.

    Optimize Web site exposure by analyzing search engine patterns to direct online placement of keywords or other content.

    Collaborate with other marketing staff to integrate and complement marketing strategies across multiple sales channels.

    Communicate and collaborate with merchants, Webmasters, bloggers, or online editors to strategically place hyperlinks.

    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.

    Participate in the development or implementation of online marketing strategy.

    Resolve product availability problems in collaboration with customer service staff.

    Improve search-related activities through ongoing analysis, experimentation, or optimization tests, using A/B or multivariate methods.

    Execute or manage banner, video, or other non-text link ad campaigns.

    Execute and manage communications with digital journalists or bloggers.

    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.

    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.

    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.

    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.

    Assist in the development of online transaction or security policies.

    Propose online or multiple-sales-channel campaigns to marketing executives.

    Assist in the evaluation or negotiation of contracts with vendors or online partners.

    Define product requirements, based on market research analysis, in collaboration with user interface design and engineering staff.

    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.

    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.

    Conduct financial modeling for online marketing programs or Web site revenue forecasting.

    Prepare electronic commerce designs or prototypes, such as storyboards, mock-ups, or other content, using graphics design software.


Videoconferencing equipment

Teleconferencing equipment

Personal computers

Domain name servers DNS

Desktop computers


Adobe Systems Adobe Photoshop


Apache Solr

Cascading Style Sheets CSS



Google AdWords

All Technologies

Google Analytics

Hypertext markup language HTML



Marketo Marketing Automation

Microsoft SQL Server


Oracle JavaServer Pages JSP


Adobe Systems Adobe Dreamweaver


Atlas Search


Conductor Searchlight

Customer information databases

Email software


Google Webmaster Tools

IBM Digital Analytics


Majestic SEO

Microsoft Bing

Online databases

Open Source Matters Joomla!

Oracle Eloqua


Screaming Frog SEO Spider

Searchmetrics Suite






Yahoo! Email


Reading Comprehension

Understanding written sentences and paragraphs in work related documents.


Talking to others to convey information effectively.

Complex Problem Solving

Identifying complex problems and reviewing related information to develop and evaluate options and implement solutions.

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.

Active Learning

Understanding the implications of new information for both current and future problem-solving and decision-making.

Judgment and Decision Making

Considering the relative costs and benefits of potential actions to choose the most appropriate one.


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.


Monitoring/Assessing performance of yourself, other individuals, or organizations to make improvements or take corrective action.


Adjusting actions in relation to others' actions.

Time Management

Managing one's own time and the time of others.

Social Perceptiveness

Being aware of others' reactions and understanding why they react as they do.


Persuading others to change their minds or behavior.

Service Orientation

Actively looking for ways to help people.


Communicate information and ideas in speaking so others will understand.

Cognitive Abilities › Verbal Abilities › Oral Expression

Listen to and understand information and ideas presented through spoken words and sentences.

Cognitive Abilities › Verbal Abilities › Oral Comprehension

Read and understand information and ideas presented in writing.

Cognitive Abilities › Verbal Abilities › Written Comprehension

Communicate information and ideas in writing so others will understand.

Cognitive Abilities › Verbal Abilities › Written Expression

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Occupation Sections


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.

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.


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.

Real People, Real Stories