Search Marketing Strategists
SOC: 15-1199.10


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.

National Salary Information:

Hourly Statistics:

Annual Statistics:

Source: Bureau of Labor Statistics 2015 wage data.

Employment Projections:

Employment (2014):
233,000 employed

Projected (2024):
240,800 employed

Projected growth (2014-2024)

Source: Bureau of Labor Statistics 2015 2014-2024 employment projections external site. "Projected growth" represents the estimated change in total employment over the projections period (2014-2024). "Projected job openings" represent openings due to growth and replacement.

Alternate Titles:

  • Channel Supervisor
  • Digital Marketing Strategist
  • Digital Strategist
  • Director of Audience Generation, Search, & Analytics
  • Director of Online Marketing Strategy & Performance
  • Director of Search Engine Optimization (Director of SEO)
  • Director, Search Marketing Strategies
  • E-commerce Specialist
  • E-commerce Strategist
  • Ecommerce Marketing Manager
  • Electronic Commerce Specialist
  • Experience Planning Strategist
  • Interactive Marketing Strategist
  • Interactive Media Marketing Director
  • Interactive Media Marketing Specialist
  • Interactive Media Marketing Strategist
  • Internet E-commerce Specialist
  • Internet eCommerce Specialist
  • Internet Marketing Consultant
  • Internet Marketing Specialist
  • Internet Marketing Strategist
  • Internet Media Planner
  • Marketing Communications Specialist
  • New Media Strategist
  • Online Marketing Strategist
  • Online User Experience Strategist
  • Paid Search Marketing Strategist
  • Paid Search Specialist
  • Pay-Per-Click Strategist (PPC Strategist)
  • Search Advertising Strategist
  • Search Consultant
  • Search Engine Marketing Strategist (SEM Strategist)
  • Search Engine Optimization Analyst (SEO Analyst)
  • Search Engine Optimization Consultant (SEO Consultant)
  • Search Engine Optimization Manager (SEO Manager)
  • Search Engine Optimization Specialist (SEO Specialist)
  • Search Engine Optimization Strategist
  • Search Engine Optimizer (SEO)
  • Search Marketing Analyst
  • Search Marketing Specialist
  • Search Strategist
  • Senior Search Engine Optimization Associate (Senior SEO Associate)
  • Senior Search Engine Optimization Specialist (Senior SEO Specialist)
  • Social Media Strategist
  • Usability Strategist
  • Web Analyst
  • Web Marketing Strategist
  • Web User Experience Strategist
  • Website Optimization Strategist

  • Job Zone Four: Considerable Preparation Needed


    A considerable amount of work-related skill, knowledge, or experience is needed for these occupations. For example, an accountant must complete four years of college and work for several years in accounting to be considered qualified.


    Most of these occupations require a four-year bachelor's degree, but some do not.

    Job Training:

    Employees in these occupations usually need several years of work-related experience, on-the-job training, and/or vocational training.

    Required Skills:

  • Reading Comprehension
  • Active Listening
  • Writing
  • Speaking
  • Mathematics
  • Critical Thinking
  • Active Learning
  • Learning Strategies
  • Monitoring
  • Social Perceptiveness
  • Coordination
  • Persuasion
  • Negotiation
  • Instructing
  • Service Orientation
  • Complex Problem Solving
  • Operations Analysis
  • Technology Design
  • Programming
  • Operation Monitoring
  • Quality Control Analysis
  • Judgment and Decision Making
  • Systems Analysis
  • Systems Evaluation
  • Time Management
  • Management of Financial Resources
  • Management of Material Resources
  • Management of Personnel Resources

  • Knowledge Used:

  • Administration and Management
  • Clerical
  • Economics and Accounting
  • Sales and Marketing
  • Customer and Personal Service
  • Personnel and Human Resources
  • Production and Processing
  • Computers and Electronics
  • Engineering and Technology
  • Design
  • Mathematics
  • Psychology
  • Sociology and Anthropology
  • Geography
  • Education and Training
  • English Language
  • Foreign Language
  • Law and Government
  • Telecommunications
  • Communications and Media

  • Tasks:

  • 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.
  • Resolve product availability problems in collaboration with customer service staff.
  • Implement online customer service processes to ensure positive and consistent user experiences.
  • Identify, evaluate, or procure hardware or software for implementing online marketing campaigns.
  • Identify methods for interfacing Web application technologies with enterprise resource planning or other system software.
  • Define product requirements, based on market research analysis, in collaboration with user interface design and engineering staff.
  • Assist in the evaluation or negotiation of contracts with vendors or online partners.
  • Propose online or multiple-sales-channel campaigns to marketing executives.
  • Assist in the development of online transactional or security policies.
  • Prepare electronic commerce designs or prototypes, such as storyboards, mock-ups, or other content, using graphics design software.
  • Participate in the development or implementation of online marketing strategy.
  • Identify and develop commercial or technical specifications, such as usability, pricing, checkout, or data security, to promote transactional internet-enabled commerce functionality.
  • Develop transactional Web applications, using Web programming software and knowledge of programming languages, such as hypertext markup language (HTML) and extensible markup language (XML).
  • 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.
  • 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.
  • Conduct financial modeling for online marketing programs or Web site revenue forecasting.
  • 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.
  • Optimize Web site exposure by analyzing search engine patterns to direct online placement of keywords or other content.
  • Conduct online marketing initiatives, such as paid ad placement, affiliate programs, sponsorship programs, email promotions, or viral marketing campaigns on social media Web sites.
  • 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.
  • 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.
  • Assist in setting up or optimizing analytics tools for tracking visitors' behaviors.
  • 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.
  • Create content strategies for digital media.
  • Evaluate new emerging media or technologies and make recommendations for their application within Internet marketing or search marketing campaigns.
  • 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 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 shopping cart experience or Web site conversion rates against Key Performance Indicators (KPIs).
  • Purchase or negotiate placement of listings in local search engines, directories, or digital mapping technologies.

  • Tools & Technology:

  • Desktop computers
  • Domain name servers DNS
  • Personal computers
  • Teleconferencing equipment
  • Videoconferencing equipment
  • Adobe Systems Adobe Dreamweaver
  • Adobe Systems Adobe Photoshop software
  • AJAX
  • Apache Solr
  • ASPX
  • Atlas Search
  • BrightEdge software
  • Cascading Style Sheets CSS
  • Conductor Searchlight
  • Customer information databases
  • Drupal
  • Email software
  • Facebook
  • Google
  • Google AdWords
  • Google Analytics
  • Google Webmaster Tools
  • Hypertext markup language HTML
  • IBM Coremetrics software
  • JavaScript
  • Kanoodle
  • LinkedIn
  • Majestic SEO
  • Microsoft Access
  • Microsoft Bing
  • Microsoft Excel
  • Microsoft Office software
  • Microsoft Outlook
  • Microsoft PowerPoint
  • Microsoft Project
  • Microsoft Visio
  • Microsoft Word
  • MySQL software
  • Online databases
  • Ontolo software
  • Open Source Matters Joomla!
  • Oracle Java
  • Oracle JavaServer Pages JSP
  • PHP: Hypertext preprocessor
  • Pinterest
  • Screaming Frog SEO Spider
  • Searchmetrics Suite
  • seoClarity software
  • SEOmoz
  • Structured query language SQL
  • SyCara software
  • Twitter
  • Web browser software
  • WhatsApp
  • WordPress
  • Yahoo! Email

  • computer and mathematical

    industry stats

    SOC: 15-0000

    Total Employed: 4,005,250

    Average Annual Salary: $86,170