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.