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Search Marketing Strategists - 13-1161.01

O*NET-SOC Description

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.

Sample of Reported Job Titles

  • Digital Marketing Strategist
  • Digital Media Planner
  • Internet Marketing Specialist
  • Marketing Consultant
  • Online Marketing Consultant
  • Paid Search Consultant
  • Paid Search Strategist
  • Search Engine Optimization Consultant (SEO Consultant)
  • SEO Strategist (Search Engine Optimization Strategist)
  • Social Media Specialist

SOC Occupation Groups

Related Occupations


  • Assist in setting up or optimizing analytics tools for tracking visitors' behaviors.
  • Assist in the development of online transaction or security policies.
  • Assist in the evaluation or negotiation of contracts with vendors or online partners.
  • Collaborate with other marketing staff to integrate and complement marketing strategies across multiple sales channels.
  • 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.
  • 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.
  • Combine secondary data sources with keyword research to more accurately profile and satisfy user intent.
  • Communicate and collaborate with merchants, Webmasters, bloggers, or online editors to strategically place hyperlinks.
  • 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.
  • 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 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.
  • 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.
  • Define product requirements, based on market research analysis, in collaboration with user interface design and engineering staff.
  • Develop transactional Web applications, using Web programming software and knowledge of programming languages, such as hypertext markup language (HTML) and extensible markup language (XML).
  • Evaluate new emerging media or technologies and make recommendations for their application within Internet marketing or search marketing campaigns.
  • Execute and manage communications with digital journalists or bloggers.
  • Execute or manage banner, video, or other non-text link ad campaigns.
  • Execute or manage social media campaigns to inform search marketing tactics.
  • Identify and develop commercial or technical specifications, such as usability, pricing, checkout, or data security, to promote transactional internet-enabled commerce functionality.
  • Identify appropriate Key Performance Indicators (KPIs) and report key metrics from digital campaigns.
  • 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.
  • Improve search-related activities through ongoing analysis, experimentation, or optimization tests, using A/B or multivariate methods.
  • 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.
  • 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.
  • Optimize shopping cart experience or Web site conversion rates against Key Performance Indicators (KPIs).
  • Optimize Web site exposure by analyzing search engine patterns to direct online placement of keywords or other content.
  • Participate in the development or implementation of online marketing strategy.
  • Prepare electronic commerce designs or prototypes, such as storyboards, mock-ups, or other content, using graphics design software.
  • Propose online or multiple-sales-channel campaigns to marketing executives.
  • Purchase or negotiate placement of listings in local search engines, directories, or digital mapping technologies.
  • Resolve product availability problems in collaboration with customer service staff.

Detailed Work Activities

  • Analyze market or customer related data.
  • Analyze website or related online data to track trends or usage.
  • Collaborate with others to determine design specifications or details.
  • Collaborate with others to develop or implement marketing strategies.
  • Coordinate project activities with other personnel or departments.
  • Coordinate resource procurement activities.
  • Design computer modeling or simulation programs.
  • Design websites or web applications.
  • Develop computer or information security policies or procedures.
  • Develop guidelines for system implementation.
  • Develop performance metrics or standards related to information technology.
  • Develop specifications or procedures for website development or maintenance.
  • Evaluate utility of software or hardware technologies.
  • Implement advertising or marketing initiatives.
  • Maintain the inventory of equipment.
  • Prepare graphics or other visual representations of information.
  • Provide customer service to clients or users.
  • Recommend changes to improve computer or information systems.
  • Update knowledge about emerging industry or technology trends.
  • Write computer programming code.

Military Crosswalk Titles

  • Maintenance and Material Management Data Analyst (Navy - Commissioned or Warrant Officer)
  • Marketing Officer (Army - Commissioned Officer only)
  • Statistical Data Analyst (Navy - Commissioned or Warrant Officer)
  • User Experience Director (Navy - Enlisted)

Apprenticeship Crosswalk Titles

  • Digital Marketer

DOT Crosswalk Titles

No information available.