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.
Also known as: 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, ...
Annual Salary
Median annual wage (May 2024)
Job Outlook
Projected growth, 2024–2034 (Faster than average)
What You'd Do
- 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.
- Identify, evaluate, or procure hardware or software for implementing online marketing campaigns.
- Propose online or multiple-sales-channel campaigns to marketing executives.
- Participate in the development or implementation of online marketing strategy.
- 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.
- 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.
- Conduct financial modeling for online marketing programs or Web site revenue forecasting.
- Communicate and collaborate with merchants, Webmasters, bloggers, or online editors to strategically place hyperlinks.
- Collaborate with other marketing staff to integrate and complement marketing strategies across multiple sales channels.
- Optimize Web site exposure by analyzing search engine patterns to direct online placement of keywords or other content.
- Conduct online marketing initiatives, such as paid ad placement, affiliate programs, sponsorship programs, email promotions, or viral marketing campaigns on social media Web sites.
- 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.
- 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 setting up or optimizing analytics tools for tracking visitors' behaviors.
- Combine secondary data sources with keyword research to more accurately profile and satisfy user intent.
- Coordinate with developers to optimize Web site architecture, server configuration, or page construction for search engine consumption and optimal visibility.
- Create content strategies for digital media.
- Evaluate new emerging media or technologies and make recommendations for their application within Internet marketing or search marketing campaigns.
- Execute or manage social media campaigns to inform search marketing tactics.
- Identify appropriate Key Performance Indicators (KPIs) and report key metrics from digital campaigns.
Top Skills
Importance scale: 1 (low) – 5 (high)
Knowledge Areas
Importance scale: 1 (low) – 5 (high)
Education Level Distribution
Percentage of workers in this occupation by education level
Technology & Tools
Software and tools commonly used in this role
In-Demand Technologies
Other Tools
Work Styles
Personality traits and work styles important for this career
Key Abilities
Cognitive, physical, and sensory abilities important for this role
Importance scale: 1 (low) – 5 (high)
Work Activities
General types of job behaviors occurring on this job
Importance scale: 1 (low) – 5 (high)
Work Environment
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Salary data: BLS Occupational Employment and Wage Statistics, May 2024. Outlook data: BLS Employment Projections, 2024–2034.
This page includes information from the O*NET 30.2 Database by the U.S. Department of Labor, Employment and Training Administration (USDOL/ETA). Used under the CC BY 4.0 license.