BlissPoint Analytics

Occupation AtlasSearch Marketing Strategists

O*NET · 13-1161.01

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.

Also called Customer Experience Strategist · Digital Marketer · Digital Marketing Strategist · Digital Media Planner · Digital Strategist · E-Commerce Specialist · E-commerce Strategist · Electronic Commerce Specialist (E-Commerce Specialist)
68 more

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Job Zone 4 — Considerable Preparation NeededHolland code ECI35 skills on file

Compare with another occupationCompare with Document Management Specialists

Job Zone

  1. 1
  2. 2
  3. 3
  4. 4
  5. 5

Zone 4: Considerable Preparation Needed

Considerable preparation. Usually a bachelor's degree plus several years of work-related experience, knowledge, or training.

Job Zone is O*NET's rating of how much education, experience and training an occupation typically needs — a property of the work, not of anyone doing it.

Occupational interest profile

ECIEnterprising · Conventional · Investigative — the three strongest interests, in order

  • E Enterprising5.54
  • C Conventional4.68
  • I Investigative3.78
  • A Artistic3.23
  • S Social2.76
  • R Realistic1.00

RIASEC (Holland) interests on O*NET's 0–7 scale: what the work draws on, not what any individual prefers. Hover a row for what each dimension means.

Education and experience

The education level respondents say the job requires, and the most common answer for experience and training.

  • High School Diploma or the equivalent4%
  • Post-Secondary Certificate9%
  • Some College Courses17%
  • Associate's Degree or other 2-year degree22%
  • Bachelor's Degree48%
Related work experience
Over 1 year, up to and including 2 years (39%)
On-site or in-plant training
Up to and including 1 month (30%)
On-the-job training
Over 1 month, up to and including 3 months (30%)

Typically associated skills

All 35 O*NET skills, most important first. Importance (1–5) says how much a skill matters here; level (0–7) says how much of it the work calls for, with O*NET's example of a nearby level. Neither is a proficiency rating of a person.

  • Complex Problem Solving3.94.1Level 4 looks like: Redesign a floor layout to take advantage of new manufacturing techniques
  • Reading Comprehensionbasic3.94.1Level 4 looks like: Understand an email from management describing new personnel policies
  • Active Listeningbasic3.84.0Level 4 looks like: Answer inquiries regarding credit references
  • Active Learningbasic3.83.9Level 4 looks like: Determine the impact of new menu changes on a restaurant's purchasing requirements
  • Critical Thinkingbasic3.83.9Level 4 looks like: Evaluate customer complaints and determine appropriate responses
  • Judgment and Decision Making3.83.8Level 4 looks like: Evaluate a loan application for degree of risk
  • Speakingbasic3.63.8Level 4 looks like: Interview applicants to obtain personal and work history
  • Writingbasic3.53.8Level 4 looks like: Write an email to staff outlining new directives
  • Monitoringbasic3.43.8Level 4 looks like: Monitor a meeting and revise the agenda to ensure important topics are discussed
  • Systems Analysis3.43.8Level 4 looks like: Determine how a new piece of equipment will affect production rates
  • Systems Evaluation3.43.8Level 4 looks like: Identify the reasons why a client might be unhappy with a product
  • Coordination3.33.6Level 4 looks like: Work with others to put a new roof on a house
Show the other 23
  • Persuasion3.33.6Level 4 looks like: Convince a supervisor to purchase new office equipment
  • Time Management3.13.5Level 4 looks like: Allocate the time of subordinates to projects for the coming week
  • Instructing3.13.1Level 4 looks like: Instruct a coworker in how to operate a software program
  • Social Perceptiveness3.03.3Level 4 looks like: Be aware of how a coworker's promotion will affect a work group
  • Negotiation3.03.1Level 4 looks like: Contract with a wholesaler to sell items at a given cost
  • Service Orientation3.03.0Level 2 looks like: Ask customers if they would like a cup of coffee
  • Learning Strategiesbasic2.93.0Level 2 looks like: Learn a different method of completing a task from a coworker
  • Mathematicsbasic2.82.9Level 2 looks like: Count the amount of change to be given to a customer
  • Programming2.82.1Level 2 looks like: Write a program to sort objects in a database
  • Management of Personnel Resources2.63.0Level 2 looks like: Encourage a coworker who is having difficulty finishing a project
  • Technology Design2.42.3Level 2 looks like: Adjust exercise equipment for use by a customer
  • Operations Analysis2.12.3Level 2 looks like: Select a printer for an office
  • Management of Financial Resources2.12.0Level 2 looks like: Use available funds to buy office supplies and record the amount of the purchase
  • Operations Monitoring2.11.9Level 2 looks like: Monitor completion times while running a computer program
  • Management of Material Resources2.01.9Level 2 looks like: Reserve a room for a management meeting
  • Quality Control Analysis1.91.5Level 2 looks like: Inspect a draft email for errors (e.g., grammar, punctuation)
  • Sciencebasic1.3—
  • Troubleshooting1.1—
  • Equipment Maintenance1.0—
  • Equipment Selection1.0—
  • Installation1.0—
  • Operation and Control1.0—
  • Repairing1.0—

Tasks

25 core · 11 supplemental

What people in this occupation do, as O*NET records it, core tasks first by importance (1–5).

  1. Participate in the development or implementation of online marketing strategy.4.5
  2. 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.4.5
  3. Manage tracking and reporting of search-related activities and provide analyses to marketing executives.4.5
  4. Optimize digital assets, such as text, graphics, or multimedia assets, for search engine optimization (SEO) or for display and usability on internet-connected devices.4.5
  5. Optimize Web site exposure by analyzing search engine patterns to direct online placement of keywords or other content.4.3
  6. Coordinate with developers to optimize Web site architecture, server configuration, or page construction for search engine consumption and optimal visibility.4.3
  7. Assist in setting up or optimizing analytics tools for tracking visitors' behaviors.4.2
  8. Identify appropriate Key Performance Indicators (KPIs) and report key metrics from digital campaigns.4.2
  9. Combine secondary data sources with keyword research to more accurately profile and satisfy user intent.4.1
  10. Create content strategies for digital media.4.1
  11. Collaborate with other marketing staff to integrate and complement marketing strategies across multiple sales channels.3.9
  12. Optimize shopping cart experience or Web site conversion rates against Key Performance Indicators (KPIs).3.9
Show the other 24
  1. Improve search-related activities through ongoing analysis, experimentation, or optimization tests, using A/B or multivariate methods.3.8
  2. Conduct online marketing initiatives, such as paid ad placement, affiliate programs, sponsorship programs, email promotions, or viral marketing campaigns on social media Web sites.3.7
  3. 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.3.6
  4. Propose online or multiple-sales-channel campaigns to marketing executives.3.5
  5. Communicate and collaborate with merchants, Webmasters, bloggers, or online editors to strategically place hyperlinks.3.5
  6. Evaluate new emerging media or technologies and make recommendations for their application within Internet marketing or search marketing campaigns.3.5
  7. Identify, evaluate, or procure hardware or software for implementing online marketing campaigns.3.4
  8. 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.3.4
  9. 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.3.3
  10. Purchase or negotiate placement of listings in local search engines, directories, or digital mapping technologies.3.2
  11. 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.3.1
  12. Execute or manage social media campaigns to inform search marketing tactics.3.1
  13. Conduct financial modeling for online marketing programs or Web site revenue forecasting.3.0
  14. Implement online customer service processes to ensure positive and consistent user experiences.3.4
  15. Develop transactional Web applications, using Web programming software and knowledge of programming languages, such as hypertext markup language (HTML) and extensible markup language (XML).3.1
  16. Identify and develop commercial or technical specifications, such as usability, pricing, checkout, or data security, to promote transactional internet-enabled commerce functionality.3.0
  17. Define product requirements, based on market research analysis, in collaboration with user interface design and engineering staff.2.9
  18. Assist in the evaluation or negotiation of contracts with vendors or online partners.2.9
  19. Prepare electronic commerce designs or prototypes, such as storyboards, mock-ups, or other content, using graphics design software.2.9
  20. Execute or manage banner, video, or other non-text link ad campaigns.2.9
  21. Assist in the development of online transaction or security policies.2.8
  22. Execute and manage communications with digital journalists or bloggers.2.8
  23. Resolve product availability problems in collaboration with customer service staff.2.7
  24. Identify methods for interfacing Web application technologies with enterprise resource planning or other system software.2.3

Knowledge

Bodies of knowledge the work draws on.

  • Sales and Marketing4.65.6
  • Computers and Electronics4.34.9Level 4 looks like: Use a computer to format a document
  • English Language4.34.6Level 4 looks like: Edit an article for a news website
  • Communications and Media3.93.5Level 4 looks like: Host a music radio show
  • Mathematics3.54.3Level 4 looks like: Analyze data to determine areas with the highest sales
  • Administrative3.04.4Level 4 looks like: Type 30 words per minute
  • Customer and Personal Service3.03.7Level 4 looks like: Be responsible for 10 children at daycare
  • Administration and Management2.93.7Level 4 looks like: Monitor progress of a project to ensure timely completion
Show all 33
  • Psychology2.93.1Level 4 looks like: Understand the impact of alcohol on human responses
  • Education and Training2.53.5Level 4 looks like: Lead a quality improvement seminar
  • Sociology and Anthropology2.43.0Level 4 looks like: Write an article about cultural differences
  • Design2.32.7
  • Geography2.22.5Level 1 looks like: Know the capital of the United States
  • Engineering and Technology2.12.1Level 1 looks like: Install a door lock
  • Economics and Accounting2.01.9Level 1 looks like: Answer billing questions from credit card customers
  • Law and Government2.02.2Level 1 looks like: Describe the length of a U.S. presidential term
  • Telecommunications2.01.5Level 1 looks like: Send an email
  • Personnel and Human Resources1.92.1Level 1 looks like: Fill out a medical claim form
  • Production and Processing1.71.6Level 1 looks like: Put a computer back into its packing materials
  • Public Safety and Security1.60.9Level 1 looks like: Use a seatbelt
  • Foreign Language1.50.7Level 1 looks like: Say "please" and "thank you" in a foreign language
  • Philosophy and Theology1.51.3Level 1 looks like: Watch a TV show on family values
  • Fine Arts1.40.6Level 1 looks like: Attend a popular music concert
  • History and Archeology1.3—
  • Transportation1.2—
  • Mechanical1.1—
  • Biology1.0—
  • Building and Construction1.0—
  • Chemistry1.0—
  • Food Production1.0—
  • Medicine and Dentistry1.0—
  • Physics1.0—
  • Therapy and Counseling1.0—

Abilities

Enduring capacities the work calls for.

  • Oral Comprehension4.04.0Level 4 looks like: Understand a coach's oral instructions for a sport
  • Oral Expression4.04.1Level 4 looks like: Give instructions to a lost motorist
  • Written Comprehension4.04.0Level 4 looks like: Understand an apartment lease
  • Deductive Reasoning3.93.9
  • Fluency of Ideas3.93.9Level 4 looks like: Think of as many ideas as possible for the name of a new company
  • Problem Sensitivity3.93.9Level 4 looks like: Notice from a subtle difference in a client's mood that something is bothering them
  • Written Expression3.94.1Level 4 looks like: Write a job recommendation for a subordinate
  • Inductive Reasoning3.83.9Level 4 looks like: Determine the prime suspect based on crime scene evidence
Show all 52
  • Information Ordering3.83.5Level 2 looks like: Follow the correct steps to make change
  • Speech Clarity3.83.8Level 4 looks like: Make stadium-wide announcements during a sporting event
  • Speech Recognition3.83.9Level 4 looks like: Identify a former customer's voice over the phone
  • Category Flexibility3.53.3Level 3 looks like: Classify flowers according to size, color, and smell
  • Originality3.33.9Level 4 looks like: Redesign job tasks to be interesting for employees
  • Flexibility of Closure3.13.1Level 4 looks like: Look for a golf ball in tall grass
  • Near Vision3.13.4Level 2 looks like: Read indicators on the dashboard of a car
  • Selective Attention3.03.0Level 2 looks like: Answer a business call with coworkers talking nearby
  • Mathematical Reasoning2.82.9
  • Number Facility2.82.9Level 3 looks like: Calculate a discounted price
  • Speed of Closure2.82.6Level 3 looks like: Recognize a song after hearing only the first few notes
  • Far Vision2.62.8Level 2 looks like: Read a roadside billboard
  • Time Sharing2.62.6Level 3 looks like: Watch street signs while driving at 30 miles an hour
  • Memorization2.52.4Level 1 looks like: Remember the number on your bus to be sure you get back on the right one
  • Perceptual Speed2.42.6Level 2 looks like: Sort mail according to ZIP codes with no time pressure
  • Visualization2.12.1Level 2 looks like: Imagine how to place paper in a printer so that the letterhead comes out on top
  • Visual Color Discrimination2.02.0Level 1 looks like: Separate laundry into colors and whites
  • Hearing Sensitivity1.91.1Level 2 looks like: Notice a doorbell ringing
  • Auditory Attention1.80.8
  • Finger Dexterity1.61.3Level 2 looks like: Put coins in a parking meter
  • Arm-Hand Steadiness1.40.5
  • Control Precision1.40.5
  • Manual Dexterity1.40.4Level 1 looks like: Screw a light bulb into a light socket
  • Trunk Strength1.40.6
  • Wrist-Finger Speed1.3—
  • Depth Perception1.1—
  • Dynamic Flexibility1.0—
  • Dynamic Strength1.0—
  • Explosive Strength1.0—
  • Extent Flexibility1.0—
  • Glare Sensitivity1.0—
  • Gross Body Coordination1.0—
  • Gross Body Equilibrium1.0—
  • Multilimb Coordination1.0—
  • Night Vision1.0—
  • Peripheral Vision1.0—
  • Rate Control1.0—
  • Reaction Time1.0—
  • Response Orientation1.0—
  • Sound Localization1.0—
  • Spatial Orientation1.0—
  • Speed of Limb Movement1.0—
  • Stamina1.0—
  • Static Strength1.0—

Work activities

Kinds of activity the work is made of.

  • Working with Computers4.83.8Level 4 looks like: Write software for keeping track of parts in inventory
  • Analyzing Data or Information4.74.9Level 4 looks like: Determine the interest cost to finance a new building
  • Making Decisions and Solving Problems4.65.0Level 4 looks like: Select the location for a major retail store
  • Updating and Using Relevant Knowledge4.65.7
  • Getting Information4.55.3Level 4 looks like: Review a budget
  • Processing Information4.54.9Level 4 looks like: Calculate the adjustments for insurance claims
  • Developing Objectives and Strategies4.44.4Level 4 looks like: Develop the plan to complete the merger of two organizations over a 3-year period
  • Thinking Creatively4.44.7Level 4 looks like: Adapt popular music for a high school marching band
Show all 41
  • Communicating with Supervisors, Peers, or Subordinates4.34.7Level 4 looks like: Report the results of a sales meeting to a supervisor
  • Interpreting the Meaning of Information for Others4.24.0Level 4 looks like: Interpret how foreign tax laws apply to U.S. exports
  • Identifying Objects, Actions, and Events4.04.6Level 4 looks like: Judge the suitability of food products for an event
  • Organizing, Planning, and Prioritizing Work4.04.9Level 4 looks like: Plan and adjust a personal to-do list according to changing demands
  • Providing Consultation and Advice to Others4.05.3Level 4 looks like: Recommend a new software package to increase operational efficiency
  • Establishing and Maintaining Interpersonal Relationships3.94.7Level 4 looks like: Maintain good working relationships with almost all coworkers and clients
  • Communicating with People Outside the Organization3.85.0Level 4 looks like: Present information to potential clients about available services
  • Documenting/Recording Information3.43.3Level 4 looks like: Document the results of a crime scene investigation
  • Selling or Influencing Others3.44.4Level 4 looks like: Make a sales pitch to convince others to buy a product
  • Estimating the Quantifiable Characteristics of Products, Events, or Information3.33.2Level 4 looks like: Estimate the time required to evacuate a city in the event of a major disaster
  • Training and Teaching Others3.33.7Level 4 looks like: Teach a social sciences course to high school students
  • Evaluating Information to Determine Compliance with Standards3.23.6Level 4 looks like: Evaluate a complicated insurance claim for compliance with policy terms
  • Monitoring Processes, Materials, or Surroundings3.23.5Level 4 looks like: Test electrical circuits
  • Scheduling Work and Activities3.13.7Level 4 looks like: Prepare the work schedule for salesclerks in a large retail store
  • Coaching and Developing Others3.03.9Level 4 looks like: Provide on-the-job training for administrative workers
  • Developing and Building Teams3.03.1Level 4 looks like: Lead an assembly team in an automobile plant
  • Guiding, Directing, and Motivating Subordinates3.03.5Level 4 looks like: Manage a small team of employees in a dynamic workplace
  • Monitoring and Controlling Resources3.03.4Level 4 looks like: Work as a chef responsible for ordering food for the menu
  • Performing Administrative Activities3.03.8Level 4 looks like: Complete tax forms for a small business
  • Coordinating the Work and Activities of Others2.93.5Level 4 looks like: Organize the cleanup crew after a major sporting event
  • Resolving Conflicts and Negotiating with Others2.83.7Level 4 looks like: Get two subordinates to agree about vacation schedules
  • Judging the Qualities of Objects, Services, or People2.73.1Level 4 looks like: Determine the value of property lost in a fire
  • Staffing Organizational Units2.02.5Level 1 looks like: Work in a position that has minimal staffing requirements
  • Inspecting Equipment, Structures, or Materials1.81.5Level 1 looks like: Check that doors to building are locked
  • Assisting and Caring for Others1.71.4Level 1 looks like: Help a coworker complete an assignment
  • Performing for or Working Directly with the Public1.71.5Level 1 looks like: Check tickets at a concert
  • Controlling Machines and Processes1.61.2Level 1 looks like: Operate a cash register
  • Drafting, Laying Out, and Specifying Technical Devices, Parts, and Equipment1.4—
  • Repairing and Maintaining Electronic Equipment1.3—
  • Handling and Moving Objects1.2—
  • Operating Vehicles, Mechanized Devices, or Equipment1.1—
  • Performing General Physical Activities1.1—
  • Repairing and Maintaining Mechanical Equipment1.1—

Work context

The conditions most characteristic of the work, on O*NET's 1–5 context scale.

  • E-Mail4.9
  • Spend Time Sitting4.9
  • Freedom to Make Decisions4.3
  • Indoors, Environmentally Controlled4.3
  • Determine Tasks, Priorities and Goals4.2
  • Telephone Conversations4.2
  • Face-to-Face Discussions with Individuals and Within Teams4.0
  • Impact of Decisions on Co-workers or Company Results3.7
  • Importance of Being Exact or Accurate3.7
  • Time Pressure3.7

Technology

67 tools

Software used in this work. In demand: among the tools job postings for this occupation name most. Hot: often named in job postings across the economy.

In demand (20)

  • Cascading style sheets CSShot
  • Google Analyticshot
  • Google Looker Analyticshot
  • Hypertext markup language HTMLhot
  • JavaScripthot
  • Microsoft Excelhot
  • Microsoft Office softwarehot
  • Microsoft PowerPointhot
  • Pythonhot
  • WordPresshot
  • Adobe Analytics
  • Ahrefs Site Explorer
  • Bing Ads
  • Content management systems CMS
  • Google
  • Google Ads
  • Google Tag Manager
  • Moz search engine optimization SEO software
  • Screaming Frog SEO Spider
  • Semrush

Hot (18; 10 more marked hot above)

  • Adobe Photoshop
  • AJAX
  • Elasticsearch
  • Facebook
  • HubSpot software
  • Marketo Marketing Automation
  • Microsoft Access
  • Microsoft ASP.NET
  • Microsoft Outlook
  • Microsoft Project
  • Microsoft SQL Server
  • Microsoft Visio
  • Microsoft Word
  • MySQL
  • Oracle Java
  • PHP
  • Structured query language SQL
  • Tableau
Other tools (29)
  • Adobe Dreamweaver
  • Apache Solr
  • Atlas Search
  • BrightEdge
  • Conductor Searchlight
  • Customer information databases
  • Drupal
  • Email software
  • Google Search Ads 360
  • Google Webmaster Tools
  • IBM Digital Analytics
  • JamBoard
  • Kanoodle
  • LinkedIn
  • Majestic SEO
  • Microsoft Bing
  • Microsoft Dynamics
  • Online databases
  • Open Source Matters Joomla!
  • Oracle Eloqua
  • Oracle JavaServer Pages JSP
  • Pinterest
  • Searchmetrics Suite
  • seoClarity
  • Twitter
  • Web browser software
  • WhatsApp
  • Yahoo! Email
  • YouTube

Related occupations

O*NET's own list of the occupations most related to this one, closest first.

  1. Web and Digital Interface Designers
  2. Market Research Analysts and Marketing Specialists
  3. Marketing Managers
  4. Advertising and Promotions Managers
  5. Web Administrators
  6. Web Developers
  7. Business Intelligence Analysts
  8. Advertising Sales Agents
  9. Data Scientists
  10. Software Developers

ESCO equivalents

From the official ESCO–O*NET crosswalk, strongest match first. A broader occupation takes in this one; a narrower one is a part of it.

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This page includes information from the O*NET 31.0 Database by the U.S. Department of Labor, Employment and Training Administration (USDOL/ETA), used under the CC BY 4.0 license; O*NET® is a trademark of USDOL/ETA. ESCO occupations and skills are from the European Commission's ESCO classification, and the occupation crosswalk is the official ESCO–O*NET mapping by the ESCO Secretariat with USDOL/ETA. This service uses the ESCO classification of the European Commission. BlissPoint Analytics has modified all or some of this information: skill, task and descriptor ratings are rounded to one decimal, and ESCO occupations show Job Zone and interests copied from a crosswalked O*NET occupation. USDOL/ETA has not approved, endorsed, or tested these modifications.