Search Marketing Strategists

13-1161.01

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.

Occupation-Specific Information

Tasks

• 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.
• Define product requirements, based on market research analysis, in collaboration with user interface design and engineering staff.
• Execute or manage banner, video, or other non-text link ad campaigns.
• Assist in the evaluation or negotiation of contracts with vendors or online partners.
• Prepare electronic commerce designs or prototypes, such as storyboards, mock-ups, or other content, using graphics design software.
• Assist in the development of online transaction or security policies.
• Execute and manage communications with digital journalists or bloggers.
• Resolve product availability problems in collaboration with customer service staff.
• Identify methods for interfacing Web application technologies with enterprise resource planning or other system software.

Technology Skills

• Analytical or scientific software - Adobe Analytics
• Business intelligence and data analysis software - Atlas Search; BrightEdge; Conductor Searchlight; IBM Digital Analytics; Searchmetrics Suite; Tableau 🔥
• 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 - Google; Kanoodle; Microsoft Access 🔥; Microsoft Bing; Microsoft SQL Server 🔥; Online databases; Structured query language SQL 🔥
• 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 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 software
• Presentation software - Microsoft PowerPoint
• Process mapping and design software - Microsoft Visio 🔥
• Project management software - Microsoft Project 🔥
• Sales and marketing software - Google Ads; HubSpot software 🔥; Marketo Marketing Automation 🔥
• Spreadsheet software - Microsoft Excel
• Video creation and editing software - YouTube
• Web page creation and editing software - Adobe Dreamweaver; Facebook 🔥; Google Webmaster Tools; LinkedIn 🔥; WordPress 🔥
• Web platform development software - Ahrefs Site Explorer; AJAX 🔥; Cascading style sheets CSS ; Drupal 🔥; Hypertext markup language HTML ; JavaScript ; Majestic SEO; Microsoft ASP.NET 🔥; Moz search engine optimization SEO software; Oracle JavaServer Pages JSP 🔥; PHP 🔥; Screaming Frog SEO Spider; Semrush; seoClarity
• Word processing software - Microsoft Word 🔥

Occupational Requirements

Work Activities

• Getting Information - Observing, receiving, and otherwise obtaining information from all relevant sources.
• Monitoring Processes, Materials, or Surroundings - Monitoring and reviewing information from materials, events, or the environment, to detect or assess problems.
• Identifying Objects, Actions, and Events - Identifying information by categorizing, estimating, recognizing differences or similarities, and detecting changes in circumstances or events.
• Inspecting Equipment, Structures, or Materials - Inspecting equipment, structures, or materials to identify the cause of errors or other problems or defects.
• 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.
• Judging the Qualities of Objects, Services, or People - Assessing the value, importance, or quality of things or people.
• Processing Information - Compiling, coding, categorizing, calculating, tabulating, auditing, or verifying information or data.
• 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.
• Analyzing Data or Information - Identifying the underlying principles, reasons, or facts of information by breaking down information or data into separate parts.
• Making Decisions and Solving Problems - Analyzing information and evaluating results to choose the best solution and solve problems.
• Thinking Creatively - Developing, designing, or creating new applications, ideas, relationships, systems, or products, including artistic contributions.
• Updating and Using Relevant Knowledge - Keeping up-to-date technically and applying new knowledge to your job.
• Developing Objectives and Strategies - Establishing long-range objectives and specifying the strategies and actions to achieve them.
• Scheduling Work and Activities - Scheduling events, programs, and activities, as well as the work of others.
• Organizing, Planning, and Prioritizing Work - Developing specific goals and plans to prioritize, organize, and accomplish your work.
• Performing General Physical Activities - Performing physical activities that require considerable use of your arms and legs and moving your whole body, such as climbing, lifting, balancing, walking, stooping, and handling materials.
• Handling and Moving Objects - Using hands and arms in handling, installing, positioning, and moving materials, and manipulating things.
• Controlling Machines and Processes - Using either control mechanisms or direct physical activity to operate machines or processes (not including computers or vehicles).
• Operating Vehicles, Mechanized Devices, or Equipment - Running, maneuvering, navigating, or driving vehicles or mechanized equipment, such as forklifts, passenger vehicles, aircraft, or watercraft.
• Working with Computers - Using computers and computer systems (including hardware and software) to program, write software, set up functions, enter data, or process information.
• Drafting, Laying Out, and Specifying Technical Devices, Parts, and Equipment - Providing documentation, detailed instructions, drawings, or specifications to tell others about how devices, parts, equipment, or structures are to be fabricated, constructed, assembled, modified, maintained, or used.
• Repairing and Maintaining Mechanical Equipment - Servicing, repairing, adjusting, and testing machines, devices, moving parts, and equipment that operate primarily on the basis of mechanical (not electronic) principles.
• Repairing and Maintaining Electronic Equipment - Servicing, repairing, calibrating, regulating, fine-tuning, or testing machines, devices, and equipment that operate primarily on the basis of electrical or electronic (not mechanical) principles.
• Documenting/Recording Information - Entering, transcribing, recording, storing, or maintaining information in written or electronic/magnetic form.
• Interpreting the Meaning of Information for Others - Translating or explaining what information means and how it can be used.
• Communicating with Supervisors, Peers, or Subordinates - Providing information to supervisors, co-workers, and subordinates by telephone, in written form, e-mail, or in person.
• 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.
• Establishing and Maintaining Interpersonal Relationships - Developing constructive and cooperative working relationships with others, and maintaining them over time.
• Assisting and Caring for Others - Providing personal assistance, medical attention, emotional support, or other personal care to others such as coworkers, customers, or patients.
• Selling or Influencing Others - Convincing others to buy merchandise/goods or to otherwise change their minds or actions.
• Resolving Conflicts and Negotiating with Others - Handling complaints, settling disputes, and resolving grievances and conflicts, or otherwise negotiating with others.
• Performing for or Working Directly with the Public - Performing for people or dealing directly with the public. This includes serving customers in restaurants and stores, and receiving clients or guests.
• Coordinating the Work and Activities of Others - Getting members of a group to work together to accomplish tasks.
• Developing and Building Teams - Encouraging and building mutual trust, respect, and cooperation among team members.
• Training and Teaching Others - Identifying the educational needs of others, developing formal educational or training programs or classes, and teaching or instructing others.
• Guiding, Directing, and Motivating Subordinates - Providing guidance and direction to subordinates, including setting performance standards and monitoring performance.
• Coaching and Developing Others - Identifying the developmental needs of others and coaching, mentoring, or otherwise helping others to improve their knowledge or skills.
• Providing Consultation and Advice to Others - Providing guidance and expert advice to management or other groups on technical, systems-, or process-related topics.
• Performing Administrative Activities - Performing day-to-day administrative tasks such as maintaining information files and processing paperwork.
• Staffing Organizational Units - Recruiting, interviewing, selecting, hiring, and promoting employees in an organization.
• Monitoring and Controlling Resources - Monitoring and controlling resources and overseeing the spending of money.

Detailed Work Activities

• Analyze website or related online data to track trends or usage.
• Collaborate with others to develop or implement marketing strategies.
• Design websites or web applications.
• Implement advertising or marketing initiatives.
• 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.
• Maintain the inventory of equipment.
• Update knowledge about emerging industry or technology trends.
• Coordinate resource procurement activities.
• Design computer modeling or simulation programs.
• Provide customer service to clients or users.
• Write computer programming code.
• 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.