Career Overview
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.
Also Known As
- Digital Media Planner
- Online Marketing Consultant
- Paid Search Strategist
- SEO Strategist (Search Engine Optimization Strategist)
Alternate Job Titles
- Customer Experience Strategist
- Digital Marketer
- Digital Marketing Strategist
- Digital Media Planner
- Digital Strategist
- E-commerce Strategist
- Electronic Commerce Specialist (E-Commerce Specialist)
- Experience Planning Strategist
- Experience Strategist
- HTML Developer (HyperText Markup Language Developer)
- Interactive Marketing Strategist
- Interactive Media Marketing Specialist
- Interactive Media Marketing Strategist
- Internet Analyst
- Internet E-Commerce Specialist (Internet Electronic Commerce Specialist)
What You'll Do
In this role, your typical responsibilities include:
- 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.
Knowledge You'll Use
You'll need solid knowledge in these areas:
- Sales and Marketing
- Computers and Electronics
- English Language
- Communications and Media
- Mathematics
Essential Skills
Success in this career requires strong skills in:
- Reading Comprehension
- Complex Problem Solving
- Active Listening
- Critical Thinking
- Active Learning
- Judgment and Decision Making
- Speaking
Key Abilities
This career requires key abilities in:
- Oral Comprehension
- Oral Expression
- Written Comprehension
- Written Expression
- Fluency of Ideas
- Problem Sensitivity
- Deductive Reasoning
- Information Ordering
- Speech Recognition
- Speech Clarity
Work Style
People who excel in this career typically demonstrate:
- Attention to Detail
- Innovation
- Adaptability
- Achievement Orientation
- Intellectual Curiosity
What Matters in This Career
This career tends to satisfy these work values:
- Achievement
- Working Conditions
- Support
- Independence
- Recognition
Education & Preparation
Typical Education: Bachelor's Degree
Related Work Experience Needed: Over 1 year, up to and including 2 years
On-the-Job Training: Over 1 month, up to and including 3 months
Education Details: Most of these occupations require a four-year bachelor's degree, but some do not.
Experience Required: 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.
Technology You'll Use
Popular Technologies & Software
- Adobe Photoshop
- AJAX
- Cascading style sheets CSS
- Elasticsearch
- Google Analytics
- HubSpot software
- Hypertext markup language HTML
- JavaScript
- Marketo Marketing Automation
Tools & Equipment
- Desktop computers
- Domain name servers DNS
- Personal computers
- Teleconferencing equipment
- Videoconferencing equipment
Work Environment
- Spend Time Sitting
- Indoors, Environmentally Controlled
- Freedom to Make Decisions
- Telephone Conversations
Salary & Job Market
Wages reported for the broader Market Research Analysts and Marketing Specialists occupational group (BLS 2024), which includes Search Marketing Strategists.
| Salary Percentile | Annual Wage |
|---|---|
| Entry-Level (10th percentile) | $42,070 |
| Median | $76,950 |
| Top Earners (90th percentile) | $144,610 |
Workers Employed Nationally: 861,140
Related Careers
If you're interested in this career, you might also consider:
Web and Digital Interface Designers
Education: Not specified
Median Salary: $98,090
Market Research Analysts and Marketing Specialists
Education: Bachelor's Degree
Median Salary: $76,950
Marketing Managers
Education: Bachelor's Degree
Median Salary: $161,030
Advertising and Promotions Managers
Education: Bachelor's Degree
Median Salary: $126,960
Web Administrators
Education: Bachelor's Degree
Median Salary: $108,970
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Occupational data sourced from the O*NET OnLine database, developed by the U.S. Department of Labor, Employment and Training Administration. Wage data from the U.S. Bureau of Labor Statistics Occupational Employment and Wage Statistics (OEWS), 2024.