Search Marketing Strategists
Also called: Internet Marketing Specialist, Senior Search Engine Optimization Specialist (Senior SEO Specialist)
Produced by CareerOneStop
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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.
Arts and Humanities
Engineering and Technology
People and Technology Systems
Ideas and Logic
People interested in this work like activities that include leading, making decisions, and business.
They do well at jobs that need:
You might use software like this on the job:
Web platform development software
Data base user interface and query software
Business intelligence and data analysis software
See more details at O*NET OnLine about search marketing strategists.