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Search Marketing Strategists

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Also known as:
Market Research Analyst, Market Research Specialist, Marketing Analyst, Marketing Consultant, Marketing Forecaster, Marketing Specialist

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ABOUT SEARCH MARKETING STRATEGIST CAREERS
Video transcript

When an Internet user enters a search term in a browser like Google, every company wants their website to come up near the top to get noticed. Search engine optimization, or SEO, is the way websites try to improve their position in search engine results, and direct more users to their site. Search marketing strategists, also called Internet marketing or SEO directors, are the masterminds behind website positioning. SEO directors review data on their website to learn how many visitors use each page on the site, how long they stay, whether they order products or services, and where and when they leave the site. These marketing professionals regularly examine the search terms people enter to try to find their website's type of product, information, or service, so they can better understand how website users think and behave on their website. Search marketing strategists may put surveys or ads on the site, send out email promotions, or put up marketing campaigns on social media. They may test different approaches and, working with website developers, make changes based on what users respond to more positively. It can be common to work more than 40 hours per week regularly in this field. Most jobs require a bachelor's degree, and marketing is often a preferred major.

SNAPSHOT
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.
Leadership
MED
Critical decision making
HIGH
Level of responsibilities
LOW
Job challenge and pressure to meet deadlines
HIGH
Dealing and handling conflict
LOW
Competition for this position
HIGH
Communication with others
HIGH
Work closely with team members, clients etc.
HIGH
Comfort of the work setting
HIGH
Exposure to extreme environmental conditions
LOW
Exposure to job hazards
LOW
Physical demands
LOW
Daily tasks

Purchase or negotiate placement of listings in local search engines, directories, or digital mapping technologies.

Execute or manage banner, video, or other non-text link ad campaigns.

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 and manage communications with digital journalists or bloggers.

Assist in the evaluation or negotiation of contracts with vendors or online partners.

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.

Define product requirements, based on market research analysis, in collaboration with user interface design and engineering staff.

Propose online or multiple-sales-channel campaigns 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.

Assist in setting up or optimizing analytics tools for tracking visitors' behaviors.

MAIN ACTIVITIES
Interacting With Computers Using computers and computer systems (including hardware and software) to program, write software, set up functions, enter data, or process information.
Analyzing Data or Information Identifying the underlying principles, reasons, or facts of information by breaking down information or data into separate parts.
Updating and Using Relevant Knowledge Keeping up-to-date technically and applying new knowledge to your job.
Getting Information Observing, receiving, and otherwise obtaining information from all relevant sources.
Making Decisions and Solving Problems Analyzing information and evaluating results to choose the best solution and solve problems.
Interpreting the Meaning of Information for Others Translating or explaining what information means and how it can be used.
Identifying Objects, Actions, and Events Identifying information by categorizing, estimating, recognizing differences or similarities, and detecting changes in circumstances or events.
Developing Objectives and Strategies Establishing long-range objectives and specifying the strategies and actions to achieve them.
AREAS OF KNOWLEDGE
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.
English Language Knowledge of the structure and content of the English language including the meaning and spelling of words, rules of composition, and grammar.
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.
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.
Computers and Electronics Knowledge of circuit boards, processors, chips, electronic equipment, and computer hardware and software, including applications and programming.
Mathematics Knowledge of arithmetic, algebra, geometry, calculus, statistics, and their applications.
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.
Clerical Knowledge of administrative and clerical procedures and systems such as word processing, managing files and records, stenography and transcription, designing forms, and other office procedures and terminology.
TOP SKILLS
Complex Problem Solving Identifying complex problems and reviewing related information to develop and evaluate options and implement solutions.
Speaking Talking to others to convey information effectively.
Reading Comprehension Understanding written sentences and paragraphs in work related documents.
Critical Thinking Using logic and reasoning to identify the strengths and weaknesses of alternative solutions, conclusions or approaches to problems.
Active Learning Understanding the implications of new information for both current and future problem-solving and decision-making.
Active Listening Giving full attention to what other people are saying, taking time to understand the points being made, asking questions as appropriate, and not interrupting at inappropriate times.
Judgment and Decision Making Considering the relative costs and benefits of potential actions to choose the most appropriate one.
Writing Communicating effectively in writing as appropriate for the needs of the audience.