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Date: 04/02/2025

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.

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  • Work Activities
  • Skills
  • WorkKeys®
  • Abilities
  • Knowledge
  • Career Video
  • Pay
  • Ohio Employment Trends
  • Typical Education
  • Personality
  • Tools
  • Technology
  • Tags
  • Coordinate with developers to optimize Web site architecture, server configuration, or page construction for search engine consumption and optimal visibility.
  • 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.
  • Identify, evaluate, or procure hardware or software for implementing online marketing campaigns.
  • Identify and develop commercial or technical specifications, such as usability, pricing, checkout, or data security, to promote transactional internet-enabled commerce functionality.
  • 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.
  • Assist in the development of online transaction or security policies.
  • Execute or manage social media campaigns to inform search marketing tactics.
  • Create content strategies for digital media.
  • 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.
  • Participate in the development or implementation of online marketing strategy.
  • Participate in the development or implementation of online marketing strategy.
  • Purchase or negotiate placement of listings in local search engines, directories, or digital mapping technologies.
  • Develop transactional Web applications, using Web programming software and knowledge of programming languages, such as hypertext markup language (HTML) and extensible markup language (XML).
  • Resolve product availability problems in collaboration with customer service staff.
  • Conduct financial modeling for online marketing programs or Web site revenue forecasting.
  • Identify appropriate Key Performance Indicators (KPIs) and report key metrics from digital campaigns.
  • 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.
  • Prepare electronic commerce designs or prototypes, such as storyboards, mock-ups, or other content, using graphics design software.
  • Optimize shopping cart experience or Web site conversion rates against Key Performance Indicators (KPIs).
  • 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).
  • Execute and manage communications with digital journalists or bloggers.
  • Improve search-related activities through ongoing analysis, experimentation, or optimization tests, using A/B or multivariate methods.
  • 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.
  • Assist in setting up or optimizing analytics tools for tracking visitors' behaviors.
  • Identify, evaluate, or procure hardware or software for implementing online marketing campaigns.
  • Propose online or multiple-sales-channel campaigns to marketing executives.
  • 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.
  • Manage tracking and reporting of search-related activities and provide analyses to marketing executives.
  • Communicate and collaborate with merchants, Webmasters, bloggers, or online editors to strategically place hyperlinks.
  • Define product requirements, based on market research analysis, in collaboration with user interface design and engineering staff.
  • Manage tracking and reporting of search-related activities and provide analyses to marketing executives.
  • 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.
  • 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.
  • 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.
  • 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 methods for interfacing Web application technologies with enterprise resource planning or other system software.
  • Optimize digital assets, such as text, graphics, or multimedia assets, for search engine optimization (SEO) or for display and usability on internet-connected devices.
  • Execute or manage banner, video, or other non-text link ad campaigns.
  • Optimize Web site exposure by analyzing search engine patterns to direct online placement of keywords or other content.

Work Activities

Work Activities

  • Coordinate with developers to optimize Web site architecture, server configuration, or page construction for search engine consumption and optimal visibility.
  • 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.
  • Identify, evaluate, or procure hardware or software for implementing online marketing campaigns.
  • Identify and develop commercial or technical specifications, such as usability, pricing, checkout, or data security, to promote transactional internet-enabled commerce functionality.
  • 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.
  • Assist in the development of online transaction or security policies.
  • Execute or manage social media campaigns to inform search marketing tactics.
  • Create content strategies for digital media.
  • 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.
  • Participate in the development or implementation of online marketing strategy.
  • Participate in the development or implementation of online marketing strategy.
  • Purchase or negotiate placement of listings in local search engines, directories, or digital mapping technologies.
  • Develop transactional Web applications, using Web programming software and knowledge of programming languages, such as hypertext markup language (HTML) and extensible markup language (XML).
  • Resolve product availability problems in collaboration with customer service staff.
  • Conduct financial modeling for online marketing programs or Web site revenue forecasting.
  • Identify appropriate Key Performance Indicators (KPIs) and report key metrics from digital campaigns.
  • 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.
  • Prepare electronic commerce designs or prototypes, such as storyboards, mock-ups, or other content, using graphics design software.
  • Optimize shopping cart experience or Web site conversion rates against Key Performance Indicators (KPIs).
  • 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).
  • Execute and manage communications with digital journalists or bloggers.
  • Improve search-related activities through ongoing analysis, experimentation, or optimization tests, using A/B or multivariate methods.
  • 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.
  • Assist in setting up or optimizing analytics tools for tracking visitors' behaviors.
  • Identify, evaluate, or procure hardware or software for implementing online marketing campaigns.
  • Propose online or multiple-sales-channel campaigns to marketing executives.
  • 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.
  • Manage tracking and reporting of search-related activities and provide analyses to marketing executives.
  • Communicate and collaborate with merchants, Webmasters, bloggers, or online editors to strategically place hyperlinks.
  • Define product requirements, based on market research analysis, in collaboration with user interface design and engineering staff.
  • Manage tracking and reporting of search-related activities and provide analyses to marketing executives.
  • 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.
  • 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.
  • 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.
  • 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 methods for interfacing Web application technologies with enterprise resource planning or other system software.
  • Optimize digital assets, such as text, graphics, or multimedia assets, for search engine optimization (SEO) or for display and usability on internet-connected devices.
  • Execute or manage banner, video, or other non-text link ad campaigns.
  • Optimize Web site exposure by analyzing search engine patterns to direct online placement of keywords or other content.

Skills

  • Service Orientation

    Looking for ways to help people.

  • Judgment and Decision Making

    Thinking about the pros and cons of different options and picking the best one.

  • Systems Analysis

    Figuring out how a system should work and how changes in the future will affect it.

  • Time Management

    Managing your time and the time of other people.

  • Operations Analysis

    Figuring out what a product or service needs to be able to do.

  • Programming

    Writing computer programs.

  • Negotiation

    Bringing people together to solve differences.

  • Learning Strategies

    Using the best training or teaching strategies for learning new things.

  • Monitoring

    Keeping track of how well people and/or groups are doing in order to make improvements.

  • Technology Design

    Making equipment and technology useful for customers.

  • Persuasion

    Talking people into changing their minds or their behavior.

  • Active Learning

    Figuring out how to use new ideas or things.

  • Systems Evaluation

    Measuring how well a system is working and how to improve it.

  • Critical Thinking

    Thinking about the pros and cons of different ways to solve a problem.

  • Speaking

    Talking to others.

  • Management of Financial Resources

    Making spending decisions and keeping track of what is spent.

  • Installation

    Installing equipment, machines, wiring, or computer programs.

  • Reading Comprehension

    Reading work-related information.

  • Science

    Using scientific rules and strategies to solve problems.

  • Social Perceptiveness

    Understanding people's reactions.

  • Coordination

    Changing what is done based on other people's actions.

  • 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.

  • Operation and Control

    Using equipment or systems.

  • Management of Material Resources

    Managing equipment and materials.

  • Operations Monitoring

    Watching gauges, dials, or display screens to make sure a machine is working.

  • Instructing

    Teaching people how to do something.

  • Mathematics

    Using math to solve problems.

  • Writing

    Writing things for co-workers or customers.

  • Complex Problem Solving

    Noticing a problem and figuring out the best way to solve it.

  • Management of Personnel Resources

    Selecting and managing the best workers for a job.

  • Quality Control Analysis

    Testing how well a product or service works.

  • Active Listening

    Listening to others, not interrupting, and asking good questions.

  • Troubleshooting

    Figuring out what is causing equipment, machines, wiring, or computer programs to not work.

  • Repairing

    Repairing machines or systems using the right tools.

WorkKeys®

Applied Math
N/A
Workplace Documents
N/A
Graphic Literacy
N/A

Abilities

  • Auditory Attention

    Paying attention to one sound while there are other distracting sounds.

  • Perceptual Speed

    Quickly comparing groups of letters, numbers, pictures, or other things.

  • Extent Flexibility

    Bending, stretching, twisting, or reaching with your body, arms, and/or legs.

  • Dynamic Flexibility

    Quickly and repeatedly bending, stretching, twisting, or reaching out with your body, arms, and/or legs.

  • Speech Clarity

    Speaking clearly.

  • Sound Localization

    Noticing the direction that a sound came from.

  • Fluency of Ideas

    Coming up with lots of ideas.

  • Trunk Strength

    Using your lower back and stomach.

  • Inductive Reasoning

    Making general rules or coming up with answers from lots of detailed information.

  • Hearing Sensitivity

    Telling the difference between sounds.

  • Reaction Time

    Quickly moving your hand, finger, or foot based on a sound, light, picture or other command.

  • Gross Body Coordination

    Moving your arms, legs, and mid-section together while your whole body is moving.

  • Glare Sensitivity

    Seeing something even if there is a glare or very bright light.

  • Night Vision

    Seeing at night or under low light.

  • Time Sharing

    Doing two or more things at the same time.

  • Visual Color Discrimination

    Noticing the difference between colors, including shades and brightness.

  • Control Precision

    Quickly changing the controls of a machine, car, truck or boat.

  • Speed of Limb Movement

    Quickly moving your arms and legs.

  • Static Strength

    Lifting, pushing, pulling, or carrying.

  • Stamina

    Exercising for a long time without getting out of breath.

  • Multilimb Coordination

    Using your arms and/or legs together while sitting, standing, or lying down.

  • Written Comprehension

    Reading and understanding what is written.

  • Peripheral Vision

    Seeing something to your side when your are looking ahead.

  • Written Expression

    Communicating by writing.

  • Information Ordering

    Ordering or arranging things.

  • Mathematical Reasoning

    Choosing the right type of math to solve a problem.

  • Arm-Hand Steadiness

    Keeping your arm or hand steady.

  • Deductive Reasoning

    Using rules to solve problems.

  • Manual Dexterity

    Holding or moving items with your hands.

  • Flexibility of Closure

    Seeing hidden patterns.

  • Oral Expression

    Communicating by speaking.

  • Originality

    Creating new and original ideas.

  • Finger Dexterity

    Putting together small parts with your fingers.

  • Dynamic Strength

    Exercising for a long time without your muscles getting tired.

  • Speech Recognition

    Recognizing spoken words.

  • Depth Perception

    Deciding which thing is closer or farther away from you, or deciding how far away it is from you.

  • Problem Sensitivity

    Noticing when problems happen.

  • Selective Attention

    Paying attention to something without being distracted.

  • Response Orientation

    Quickly deciding if you should move your hand, foot, or other body part.

  • Rate Control

    Changing when and how fast you move based on how something else is moving.

  • Memorization

    Remembering words, numbers, pictures, or steps.

  • Speed of Closure

    Quickly knowing what you are looking at.

  • Number Facility

    Adding, subtracting, multiplying, or dividing.

  • Gross Body Equilibrium

    Keeping your balance or staying upright.

  • Far Vision

    Seeing details that are far away.

  • Category Flexibility

    Grouping things in different ways.

  • Oral Comprehension

    Listening and understanding what people say.

  • Explosive Strength

    Jumping, sprinting, or throwing something.

  • Near Vision

    Seeing details up close.

  • Spatial Orientation

    Knowing where things are around you.

  • Visualization

    Imagining how something will look after it is moved around or changed.

  • Wrist-Finger Speed

    Making fast, simple, repeated movements of your fingers, hands, and wrists.

Knowledge

  • 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.

  • Sociology and Anthropology

    Knowledge of group behavior and dynamics, societal trends and influences, human migrations, ethnicity, cultures, and their history and origins.

  • Design

    Knowledge of design techniques, tools, and principles involved in production of precision technical plans, blueprints, drawings, and models.

  • 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.

  • Law and Government

    Knowledge of laws, legal codes, court procedures, precedents, government regulations, executive orders, agency rules, and the democratic political process.

  • Biology

    Knowledge of plant and animal organisms, their tissues, cells, functions, interdependencies, and interactions with each other and the environment.

  • Computers and Electronics

    Knowledge of circuit boards, processors, chips, electronic equipment, and computer hardware and software, including applications and programming.

  • 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.

  • Telecommunications

    Knowledge of transmission, broadcasting, switching, control, and operation of telecommunications systems.

  • 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.

  • History and Archeology

    Knowledge of historical events and their causes, indicators, and effects on civilizations and cultures.

  • 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.

  • 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.

  • 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.

  • Economics and Accounting

    Knowledge of economic and accounting principles and practices, the financial markets, banking, and the analysis and reporting of financial data.

  • 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.

  • Fine Arts

    Knowledge of the theory and techniques required to compose, produce, and perform works of music, dance, visual arts, drama, and sculpture.

  • 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.

  • Mechanical

    Knowledge of machines and tools, including their designs, uses, repair, and maintenance.

  • Mathematics

    Knowledge of arithmetic, algebra, geometry, calculus, statistics, and their applications.

  • English Language

    Knowledge of the structure and content of the English language including the meaning and spelling of words, rules of composition, and grammar.

  • Transportation

    Knowledge of principles and methods for moving people or goods by air, rail, sea, or road, including the relative costs and benefits.

  • 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.

  • Production and Processing

    Knowledge of raw materials, production processes, quality control, costs, and other techniques for maximizing the effective manufacture and distribution of goods.

  • 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.

  • 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.

  • 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.

  • 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.

  • 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.

  • 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.

  • 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.

  • 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.

  • Food Production

    Knowledge of techniques and equipment for planting, growing, and harvesting food products (both plant and animal) for consumption, including storage/handling techniques.

Career Video

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Pay

  • Typical Salary
  • $123,190
    $65,340
    $38,950
    Ohio
    US
    $137,040
    $74,680
    $40,040
  • Typical Hourly Wage
  • $59
    $31
    $19
    Ohio
    US
    $66
    $36
    $19

Ohio Employment Trends

  • Currently Employed 35,170
  • Yearly Projected Openings 3340

Typical Education

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

Tags

  • Apprenticeships are available for this occupation. These programs can help you get hands-on experience and build your skills.
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