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.
Median Annual Wage: $83,410
Education: Bachelor's degree (78%); Associate's degree (13%); High school diploma or equivalent (4%)
Projected Growth: Slower than average (3% to 7%)
Related Job Titles: Channel Supervisor; Director of Audience Generation, Search, & Analytics; Director of Online Marketing Strategy & Performance; Director of Search Engine Optimization (Director of SEO); Director, Search Marketing Strategies; Ecommerce Marketing Manager; Internet Marketing Consultant; Internet Marketing Specialist; Senior Search Engine Optimization Associate (Senior SEO Associate); Senior Search Engine Optimization Specialist (Senior SEO Specialist)
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.
Coordinate with developers to optimize Web site architecture, server configuration, or page construction for search engine consumption and optimal visibility.
Conduct online marketing initiatives, such as paid ad placement, affiliate programs, sponsorship programs, email promotions, or viral marketing campaigns on social media Web sites.
Participate in the development or implementation of online marketing strategy.
Improve search-related activities through ongoing analysis, experimentation, or optimization tests, using A/B or multivariate methods.
Optimize digital assets, such as text, graphics, or multimedia assets, for search engine optimization (SEO) or for display and usability on internet-connected devices.
Create content strategies for digital media.
Manage tracking and reporting of search-related activities and provide analyses to marketing executives.
Optimize Web site exposure by analyzing search engine patterns to direct online placement of keywords or other content.
Combine secondary data sources with keyword research to more accurately profile and satisfy user intent.
Communicate and collaborate with merchants, Webmasters, bloggers, or online editors to strategically place hyperlinks.
Optimize shopping cart experience or Web site conversion rates against Key Performance Indicators (KPIs).
Evaluate new emerging media or technologies and make recommendations for their application within Internet marketing or search marketing campaigns.
Collaborate with other marketing staff to integrate and complement marketing strategies across multiple sales channels.
Execute or manage social media campaigns to inform search marketing tactics.
Propose online or multiple-sales-channel campaigns to marketing executives.
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.
Purchase or negotiate placement of listings in local search engines, directories, or digital mapping technologies.
Conduct financial modeling for online marketing programs or Web site revenue forecasting.
Execute or manage banner, video, or other non-text link ad campaigns.
Execute and manage communications with digital journalists or bloggers.
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.
Define product requirements, based on market research analysis, in collaboration with user interface design and engineering staff.
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 the evaluation or negotiation of contracts with vendors or online partners.