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Search Marketing Strategist  What They Do

Just the Facts


Employs search marketing tactics to increase visibility and engagement with content, products, or services in Internet-enabled devices or interfaces. Examines search query behaviors on general or specialty search engines or other Internet-based content. Analyzes research, data, or technology to understand user intent and measure outcomes for ongoing optimization.

This career is part of the Information Technology cluster Information Support and Services pathway.


A person in this career:

  • Collects and analyzes 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.
  • Identifies appropriate Key Performance Indicators (KPIs) and reports key metrics from digital campaigns.
  • Assists in setting up or optimizing analytics tools for tracking visitors' behaviors.
  • Coordinates with developers to optimize Web site architecture, server configuration, or page construction for search engine consumption and optimal visibility.
  • Conducts online marketing initiatives, such as paid ad placement, affiliate programs, sponsorship programs, email promotions, or viral marketing campaigns on social media Web sites.
  • Participates in the development or implementation of online marketing strategy.
  • Improves search-related activities through ongoing analysis, experimentation, or optimization tests, using A/B or multivariate methods.
  • Optimizes digital assets, such as text, graphics, or multimedia assets, for search engine optimization (SEO) or for display and usability on internet-connected devices.
  • Creates content strategies for digital media.
  • Manages tracking and reporting of search-related activities and provides analyses to marketing executives.

Working Conditions and Physical Demands

People who do this job report that:

  • You would sit most of the time. There's some walking and standing. You may have to lift and carry things like books, papers or tools weighing 10 lbs. or less.
  • Work in this occupation involves using your hands to hold, control, and feel objects more than one-third of the time
  • Work in this occupation requires being inside most of the time
  • Work in this occupation involves sitting more than one-third of the time

Working in this career involves (physical activities):

  • Seeing clearly up close
  • Speaking clearly enough to be able to be understood by others
  • Identifying and understanding the speech of another person

Work Hours and Travel

  • Regular working hours and limited travel

Specialty and Similar Careers

Careers that are more detailed or close to this career:

  • Channel Supervisor -- Supervises marketing activity by involving and motivating parties comprising the organization's channel of distribution.
  • Director of Audience Generation, Search, & Analytics -- Supports the building of audience data management for digital and print products and leads a data analytics team focused on generating a better understanding of digital and print audience behaviors to drive increased engagement, retention, and transaction
  • Director of Search Engine Optimization (Director of SEO) -- Uses an analytical approach to find opportunities for optimization which support the business' long term goals, defines and develops a comprehensive and integrated SEO strategy, manages its implementation, and tracks and measures results.
  • eCommerce Marketing Manager -- Develops and implements the strategic online marketing plan for an organization and stays abreast of changes in the online marketing environment to best serve the objectives of the organization and adjusts plans accordingly.
  • Director of Online Marketing Strategy & Performance --
  • Director, Search Marketing Strategies --
  • Internet Marketing Consultant --
  • Internet Marketing Specialist --
  • Senior Search Engine Optimization Associate (Senior SEO Associate) --
  • Senior Search Engine Optimization Specialist (Senior SEO Specialist) --