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Search Marketing Strategist

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Bachelor's degree

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What They Do

Search Marketing Strategists Career Video

About This Career

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 measures outcomes for ongoing optimization.

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

A person in this career:

  • Participates in the development or implementation of online marketing strategy.
  • Optimizes digital assets, such as text, graphics, or multimedia assets, for search engine optimization (SEO) or for display and usability on internet-connected devices.
  • Manages tracking and reporting of search-related activities and provides analyses to marketing executives.
  • 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.
  • Optimizes Web site exposure by analyzing search engine patterns to direct online placement of keywords or other content.
  • Coordinates with developers to optimize Web site architecture, server configuration, or page construction for search engine consumption and optimal visibility.
  • 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.
  • Creates content strategies for digital media.
  • Combines secondary data sources with keyword research to more accurately profile and satisfy user intent.

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 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:

  • Social Media Specialist
  • Digital Marketing Strategist
  • Paid Search Consultant
  • Online Marketing Consultant
  • Digital Media Planner
  • Paid Search Strategist
  • Marketing Consultant — Conducts research on market conditions in local, regional or national area to determine existing level of sales for particular products and services, and to assess potential markets and future trends.
  • Internet Marketing Specialist
  • Search Engine Optimization Consultant (SEO Consultant)
  • SEO Strategist (Search Engine Optimization Strategist)


  • Email Support

  • 1-800-GO-TO-XAP (1-800-468-6927)
    From outside the U.S., please call +1 (424) 750-3900


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