When an Internet user enters a search term in a browser like Google, every company wants their website to come up near the top to get noticed. Search engine optimization, or SEO, is the way websites try to improve their position in search engine results, and direct more users to their site. Search marketing strategists, also called Internet marketing or SEO directors, are the masterminds behind website positioning. SEO directors review data on their website to learn how many visitors use each page on the site, how long they stay, whether they order products or services, and where and when they leave the site. These marketing professionals regularly examine the search terms people enter to try to find their website’s type of product, information, or service, so they can better understand how website users think and behave on their website. Search marketing strategists may put surveys or ads on the site, send out email promotions, or put up marketing campaigns on social media. They may test different approaches and, working with website developers, make changes based on what users respond to more positively. It can be common to work more than 40 hours per week regularly in this field. Most jobs require a bachelor’s degree, and marketing is often a preferred major.
What they do:
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.
On the job, you would:
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.
Identify appropriate Key Performance Indicators (KPIs) and report key metrics from digital campaigns.
Assist in setting up or optimizing analytics tools for tracking visitors' behaviors.
Business
sales and marketing
customer service
Arts and Humanities
English language
Communications
multimedia
Engineering and Technology
computers and electronics
Basic Skills
reading work related information
talking to others
Problem Solving
noticing a problem and figuring out the best way to solve it
People and Technology Systems
thinking about the pros and cons of different options and picking the best one
figuring out how a system should work and how changes in the future will affect it
Verbal
communicate by speaking
listen and understand what people say
Ideas and Logic
come up with lots of ideas
make general rules or come up with answers from lots of detailed information
Attention
pay attention to something without being distracted
People interested in this work like activities that include leading, making decisions, and business.
They do well at jobs that need:
Attention to Detail
Analytical Thinking
Dependability
Initiative
Persistence
Achievement/Effort
You might use software like this on the job:
Web platform development software
Hypertext markup language HTML
JavaScript
Data base user interface and query software
Microsoft Access
Structured query language SQL
Business intelligence and data analysis software
Conductor Searchlight
IBM Digital Analytics
bachelor's degree or associate's degree usually needed
Get started on your career:
New job opportunities are very likely in the future.
$63,790
$34,350
$122,630
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