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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.
Related: Advertising & Promotions Managers  Market Research Analysts & Marketing Specialists  Marketing Managers  Web & Digital Interface Designers  Web Administrators 
Industries: Professional, Science, & Technical 

  • Summary

  • Details

    • Work Activities

    • Participate in the development or implementation of online marketing strategy.
    • 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.
    • Manage tracking and reporting of search-related activities and provide analyses to marketing executives.
    • Participate in the development or implementation of online marketing strategy.
    • Identify appropriate Key Performance Indicators (KPIs) and report key metrics from digital campaigns.
    • Execute or manage banner, video, or other non-text link ad campaigns.
    • Communicate and collaborate with merchants, Webmasters, bloggers, or online editors to strategically place hyperlinks.
    • 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.
    • 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.
    • 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.
    • Optimize shopping cart experience or Web site conversion rates against Key Performance Indicators (KPIs).
    • Identify methods for interfacing Web application technologies with enterprise resource planning or other system software.
    • Conduct online marketing initiatives, such as paid ad placement, affiliate programs, sponsorship programs, email promotions, or viral marketing campaigns on social media Web sites.
    • Coordinate with developers to optimize Web site architecture, server configuration, or page construction for search engine consumption and optimal visibility.
    • 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.
    • Optimize Web site exposure by analyzing search engine patterns to direct online placement of keywords or other content.
    • 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).
    • Assist in the development of online transaction or security policies.
    • Execute and manage communications with digital journalists or bloggers.
    • Evaluate new emerging media or technologies and make recommendations for their application within Internet marketing or search marketing campaigns.
    • Evaluate new emerging media or technologies and make recommendations for their application within Internet marketing or search marketing campaigns.
    • Coordinate with developers to optimize Web site architecture, server configuration, or page construction for search engine consumption and optimal visibility.
    • Collaborate with other marketing staff to integrate and complement marketing strategies across multiple sales channels.
    • Resolve product availability problems in collaboration with customer service staff.
    • Communicate and collaborate with merchants, Webmasters, bloggers, or online editors to strategically place hyperlinks.
    • Manage tracking and reporting of search-related activities and provide analyses to marketing executives.
    • Improve search-related activities through ongoing analysis, experimentation, or optimization tests, using A/B or multivariate methods.
    • Assist in the evaluation or negotiation of contracts with vendors or online partners.
    • Propose online or multiple-sales-channel campaigns to marketing executives.
    • 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.
    • Create content strategies for digital media.
    • 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.
    • Purchase or negotiate placement of listings in local search engines, directories, or digital mapping technologies.
    • Implement online customer service processes to ensure positive and consistent user experiences.
    • Prepare electronic commerce designs or prototypes, such as storyboards, mock-ups, or other content, using graphics design software.
    • 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, evaluate, or procure hardware or software for implementing online marketing campaigns.

    Skills

    • Writing
      • Writing things for co-workers or customers.
    • Mathematics
      • Using math to solve problems.
    • Reading Comprehension
      • Reading work-related information.
    • Operations Monitoring
      • Watching gauges, dials, or display screens to make sure a machine is working.
    • Critical Thinking
      • Thinking about the pros and cons of different ways to solve a problem.
    • Technology Design
      • Making equipment and technology useful for customers.
    • Troubleshooting
      • Figuring out what is causing equipment, machines, wiring, or computer programs to not work.
    • Science
      • Using scientific rules and strategies to solve problems.
    • Equipment Maintenance
      • Planning and doing the basic maintenance on equipment.
    • Equipment Selection
      • Deciding what kind of tools and equipment are needed to do a job.
    • Monitoring
      • Keeping track of how well people and/or groups are doing in order to make improvements.
    • Social Perceptiveness
      • Understanding people's reactions.
    • Programming
      • Writing computer programs.
    • Judgment and Decision Making
      • Thinking about the pros and cons of different options and picking the best one.
    • Installation
      • Installing equipment, machines, wiring, or computer programs.
    • Quality Control Analysis
      • Testing how well a product or service works.
    • Management of Personnel Resources
      • Selecting and managing the best workers for a job.
    • Persuasion
      • Talking people into changing their minds or their behavior.
    • Management of Financial Resources
      • Making spending decisions and keeping track of what is spent.
    • Repairing
      • Repairing machines or systems using the right tools.
    • Management of Material Resources
      • Managing equipment and materials.
    • Operation and Control
      • Using equipment or systems.
    • Speaking
      • Talking to others.
    • Systems Analysis
      • Figuring out how a system should work and how changes in the future will affect it.
    • Coordination
      • Changing what is done based on other people's actions.
    • Operations Analysis
      • Figuring out what a product or service needs to be able to do.
    • Time Management
      • Managing your time and the time of other people.
    • Complex Problem Solving
      • Noticing a problem and figuring out the best way to solve it.
    • Systems Evaluation
      • Measuring how well a system is working and how to improve it.
    • Active Learning
      • Figuring out how to use new ideas or things.
    • Instructing
      • Teaching people how to do something.
    • Negotiation
      • Bringing people together to solve differences.
    • Active Listening
      • Listening to others, not interrupting, and asking good questions.
    • Learning Strategies
      • Using the best training or teaching strategies for learning new things.
    • Service Orientation
      • Looking for ways to help people.

    Abilities

    • Glare Sensitivity
      • Seeing something even if there is a glare or very bright light.
    • Sound Localization
      • Noticing the direction that a sound came from.
    • Stamina
      • Exercising for a long time without getting out of breath.
    • Depth Perception
      • Deciding which thing is closer or farther away from you, or deciding how far away it is from you.
    • Gross Body Coordination
      • Moving your arms, legs, and mid-section together while your whole body is moving.
    • Far Vision
      • Seeing details that are far away.
    • Peripheral Vision
      • Seeing something to your side when your are looking ahead.
    • Visualization
      • Imagining how something will look after it is moved around or changed.
    • Written Expression
      • Communicating by writing.
    • Mathematical Reasoning
      • Choosing the right type of math to solve a problem.
    • Response Orientation
      • Quickly deciding if you should move your hand, foot, or other body part.
    • Spatial Orientation
      • Knowing where things are around you.
    • Control Precision
      • Quickly changing the controls of a machine, car, truck or boat.
    • Arm-Hand Steadiness
      • Keeping your arm or hand steady.
    • Dynamic Strength
      • Exercising for a long time without your muscles getting tired.
    • Night Vision
      • Seeing at night or under low light.
    • Dynamic Flexibility
      • Quickly and repeatedly bending, stretching, twisting, or reaching out with your body, arms, and/or legs.
    • Auditory Attention
      • Paying attention to one sound while there are other distracting sounds.
    • Flexibility of Closure
      • Seeing hidden patterns.
    • Originality
      • Creating new and original ideas.
    • Inductive Reasoning
      • Making general rules or coming up with answers from lots of detailed information.
    • Finger Dexterity
      • Putting together small parts with your fingers.
    • Oral Expression
      • Communicating by speaking.
    • Category Flexibility
      • Grouping things in different ways.
    • Multilimb Coordination
      • Using your arms and/or legs together while sitting, standing, or lying down.
    • Explosive Strength
      • Jumping, sprinting, or throwing something.
    • Selective Attention
      • Paying attention to something without being distracted.
    • Written Comprehension
      • Reading and understanding what is written.
    • Information Ordering
      • Ordering or arranging things.
    • Static Strength
      • Lifting, pushing, pulling, or carrying.
    • Fluency of Ideas
      • Coming up with lots of ideas.
    • Number Facility
      • Adding, subtracting, multiplying, or dividing.
    • Rate Control
      • Changing when and how fast you move based on how something else is moving.
    • Problem Sensitivity
      • Noticing when problems happen.
    • Manual Dexterity
      • Holding or moving items with your hands.
    • Wrist-Finger Speed
      • Making fast, simple, repeated movements of your fingers, hands, and wrists.
    • Hearing Sensitivity
      • Telling the difference between sounds.
    • Memorization
      • Remembering words, numbers, pictures, or steps.
    • Reaction Time
      • Quickly moving your hand, finger, or foot based on a sound, light, picture or other command.
    • Time Sharing
      • Doing two or more things at the same time.
    • Speed of Closure
      • Quickly knowing what you are looking at.
    • Gross Body Equilibrium
      • Keeping your balance or staying upright.
    • Visual Color Discrimination
      • Noticing the difference between colors, including shades and brightness.
    • Trunk Strength
      • Using your lower back and stomach.
    • Deductive Reasoning
      • Using rules to solve problems.
    • Oral Comprehension
      • Listening and understanding what people say.
    • Perceptual Speed
      • Quickly comparing groups of letters, numbers, pictures, or other things.
    • Speed of Limb Movement
      • Quickly moving your arms and legs.
    • Near Vision
      • Seeing details up close.
    • Speech Recognition
      • Recognizing spoken words.
    • Extent Flexibility
      • Bending, stretching, twisting, or reaching with your body, arms, and/or legs.
    • Speech Clarity
      • Speaking clearly.

    Knowledge

    • Biology
      • Knowledge of plant and animal organisms, their tissues, cells, functions, interdependencies, and interactions with each other and the environment.
    • Engineering and Technology
      • Knowledge of the practical application of engineering science and technology. This includes applying principles, techniques, procedures, and equipment to the design and production of various goods and services.
    • Design
      • Knowledge of design techniques, tools, and principles involved in production of precision technical plans, blueprints, drawings, and models.
    • Computers and Electronics
      • Knowledge of circuit boards, processors, chips, electronic equipment, and computer hardware and software, including applications and programming.
    • Psychology
      • Knowledge of human behavior and performance; individual differences in ability, personality, and interests; learning and motivation; psychological research methods; and the assessment and treatment of behavioral and affective disorders.
    • English Language
      • Knowledge of the structure and content of the English language including the meaning and spelling of words, and rules of composition and grammar.
    • Fine Arts
      • Knowledge of the theory and techniques required to compose, produce, and perform works of music, dance, visual arts, drama, and sculpture.
    • Foreign Language
      • Knowledge of the structure and content of a foreign (non-English) language including the meaning and spelling of words, rules of composition and grammar, and pronunciation.
    • Transportation
      • Knowledge of principles and methods for moving people or goods by air, rail, sea, or road, including the relative costs and benefits.
    • History and Archeology
      • Knowledge of historical events and their causes, indicators, and effects on civilizations and cultures.
    • Sociology and Anthropology
      • Knowledge of group behavior and dynamics, societal trends and influences, human migrations, ethnicity, cultures, and their history and origins.
    • 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.
    • Personnel and Human Resources
      • Knowledge of principles and procedures for personnel recruitment, selection, training, compensation and benefits, labor relations and negotiation, and personnel information systems.
    • Physics
      • Knowledge and prediction of physical principles, laws, their interrelationships, and applications to understanding fluid, material, and atmospheric dynamics, and mechanical, electrical, atomic and sub-atomic structures and processes.
    • Administrative
      • Knowledge of administrative and office procedures and systems such as word processing, managing files and records, stenography and transcription, designing forms, and workplace terminology.
    • 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.
    • Mathematics
      • Knowledge of arithmetic, algebra, geometry, calculus, statistics, and their applications.
    • 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.
    • Building and Construction
      • Knowledge of materials, methods, and the tools involved in the construction or repair of houses, buildings, or other structures such as highways and roads.
    • Geography
      • Knowledge of principles and methods for describing the features of land, sea, and air masses, including their physical characteristics, locations, interrelationships, and distribution of plant, animal, and human life.
    • Medicine and Dentistry
      • Knowledge of the information and techniques needed to diagnose and treat human injuries, diseases, and deformities. This includes symptoms, treatment alternatives, drug properties and interactions, and preventive health-care measures.
    • Law and Government
      • Knowledge of laws, legal codes, court procedures, precedents, government regulations, executive orders, agency rules, and the democratic political process.
    • Philosophy and Theology
      • Knowledge of different philosophical systems and religions. This includes their basic principles, values, ethics, ways of thinking, customs, practices, and their impact on human culture.
    • Food Production
      • Knowledge of techniques and equipment for planting, growing, and harvesting food products (both plant and animal) for consumption, including storage/handling techniques.
    • Mechanical
      • Knowledge of machines and tools, including their designs, uses, repair, and maintenance.
    • Economics and Accounting
      • Knowledge of economic and accounting principles and practices, the financial markets, banking, and the analysis and reporting of financial data.
    • Production and Processing
      • Knowledge of raw materials, production processes, quality control, costs, and other techniques for maximizing the effective manufacture and distribution of goods.
    • Chemistry
      • Knowledge of the chemical composition, structure, and properties of substances and of the chemical processes and transformations that they undergo. This includes uses of chemicals and their interactions, danger signs, production techniques, and disposal methods.
    • 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.
    • Therapy and Counseling
      • Knowledge of principles, methods, and procedures for diagnosis, treatment, and rehabilitation of physical and mental dysfunctions, and for career counseling and guidance.
    • Education and Training
      • Knowledge of principles and methods for curriculum and training design, teaching and instruction for individuals and groups, and the measurement of training effects.
    • Public Safety and Security
      • Knowledge of relevant equipment, policies, procedures, and strategies to promote effective local, state, or national security operations for the protection of people, data, property, and institutions.
    • Telecommunications
      • Knowledge of transmission, broadcasting, switching, control, and operation of telecommunications systems.

    Education

    Education
    Bachelor's degree
    Work Experience
    No work experience
    Training
    No on-the-job training
    Education and Training Opportunities

    Pay

    Washington Annual Salary
    94300/yr
    Washington Hourly Wage
    45.34/hr

    Washington Employment Trends

    Currently Employed
    34,820
    Yearly Projected Openings
    4210

    Personality

    Enterprising: People interested in this work like activities that include leading, making decisions, and business. They do well at jobs that need:
    • Analytical Thinking
    • Attention to Detail
    • Initiative
    • Dependability
    • Adaptability/Flexibility
    • Achievement/Effort

    Tools

    • Computer servers
    • Desktop computers
    • Personal computers
    • Teleconference equipment
    • Videoconferencing systems

    Technology

    • Analytical or scientific software
    • Business intelligence and data analysis software
    • Customer relationship management CRM software
    • Data base management system software
    • Data base user interface and query software
    • Data mining software
    • Document management software
    • Electronic mail software
    • Enterprise resource planning ERP software
    • Graphics or photo imaging software
    • Information retrieval or search software
    • Instant messaging software
    • Internet browser software
    • Object or component oriented development software
    • Office suite software
    • Presentation software
    • Process mapping and design software
    • Project management software
    • Sales and marketing software
    • Spreadsheet software
    • Video creation and editing software
    • Web page creation and editing software
    • Web platform development software
    • Word processing software

ADDITIONAL RESOURCES

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