Search Marketing Strategist Career

Job 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.


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Search Marketing Strategist Career

What Search Marketing Strategists do:

  • Assist in setting up or optimizing analytics tools for tracking visitors' behaviors.
  • 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.
  • 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.
  • 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.
  • Identify appropriate Key Performance Indicators (KPIs) and report key metrics from digital campaigns.
  • Improve search-related activities through ongoing analysis, experimentation, or optimization tests, using A/B or multivariate methods.
  • 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 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.
  • Collaborate with other marketing staff to integrate and complement marketing strategies across multiple sales channels.
  • Communicate and collaborate with merchants, Webmasters, bloggers, or online editors to strategically place hyperlinks.
  • Conduct online marketing initiatives, such as paid ad placement, affiliate programs, sponsorship programs, email promotions, or viral marketing campaigns on social media Web sites.
  • Create content strategies for digital media.
  • 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.
  • Assist in the evaluation or negotiation of contracts with vendors or online partners.
  • 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.
  • 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, evaluate, or procure hardware or software for implementing online marketing campaigns.
  • Optimize shopping cart experience or Web site conversion rates against Key Performance Indicators (KPIs).
  • 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.
  • 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.
  • Define product requirements, based on market research analysis, in collaboration with user interface design and engineering staff.
  • Conduct financial modeling for online marketing programs or Web site revenue forecasting.
  • Identify and develop commercial or technical specifications, such as usability, pricing, checkout, or data security, to promote transactional internet-enabled commerce functionality.
  • Prepare electronic commerce designs or prototypes, such as storyboards, mock-ups, or other content, using graphics design software.
  • Assist in the development of online transactional or security policies.
  • Identify methods for interfacing Web application technologies with enterprise resource planning or other system software.
  • 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).
  • Resolve product availability problems in collaboration with customer service staff.

What work activities are most important?

Importance 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.

Developing Objectives and Strategies - Establishing long-range objectives and specifying the strategies and actions to achieve them.

Identifying Objects, Actions, and Events - Identifying information by categorizing, estimating, recognizing differences or similarities, and detecting changes in circumstances or events.

Processing Information - Compiling, coding, categorizing, calculating, tabulating, auditing, or verifying information or data.

Organizing, Planning, and Prioritizing Work - Developing specific goals and plans to prioritize, organize, and accomplish your work.

Thinking Creatively - Developing, designing, or creating new applications, ideas, relationships, systems, or products, including artistic contributions.

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 Persons Outside 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.

Provide Consultation and Advice to Others - Providing guidance and expert advice to management or other groups on technical, systems-, or process-related topics.

Scheduling Work and Activities - Scheduling events, programs, and activities, as well as the work of others.

Documenting/Recording Information - Entering, transcribing, recording, storing, or maintaining information in written or electronic/magnetic form.

Selling or Influencing Others - Convincing others to buy merchandise/goods or to otherwise change their minds or actions.

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.

Developing and Building Teams - Encouraging and building mutual trust, respect, and cooperation among team members.

Coordinating the Work and Activities of Others - Getting members of a group to work together to accomplish tasks.

Training and Teaching Others - Identifying the educational needs of others, developing formal educational or training programs or classes, and teaching or instructing others.

Monitor Processes, Materials, or Surroundings - Monitoring and reviewing information from materials, events, or the environment, to detect or assess problems.

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.

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.

Resolving Conflicts and Negotiating with Others - Handling complaints, settling disputes, and resolving grievances and conflicts, or otherwise negotiating with others.

Judging the Qualities of Things, Services, or People - Assessing the value, importance, or quality of things or people.

Performing Administrative Activities - Performing day-to-day administrative tasks such as maintaining information files and processing paperwork.

Holland Code Chart for a Search Marketing Strategist

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