Occupation · SOC 13-1161.01
Search Marketing Strategists
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 wage
$76,950
$42,070–$144,610
Projected growth
+6.7%
Average growth
Annual openings
6,300
per year
Employed (US)
861,140
Job Zone 4
Typical preparation
Considerable preparation
Stackable credential programs
683 mapped
Core skills
Reading ComprehensionComplex Problem SolvingJudgment and Decision MakingCritical ThinkingActive ListeningActive LearningSpeakingWritingSystems EvaluationSystems AnalysisMonitoringPersuasionCoordinationTime ManagementInstructingSocial PerceptivenessService OrientationNegotiationLearning StrategiesProgrammingMathematicsManagement of Personnel ResourcesTechnology DesignOperations MonitoringOperations AnalysisManagement of Financial ResourcesManagement of Material ResourcesQuality Control AnalysisScienceTroubleshootingRepairingOperation and ControlInstallationEquipment SelectionEquipment Maintenance
Knowledge areas
Sales and MarketingComputers and ElectronicsEnglish LanguageCommunications and MediaMathematicsCustomer and Personal ServiceAdministrativePsychologyAdministration and ManagementEducation and TrainingSociology and AnthropologyDesignGeographyEngineering and TechnologyLaw and GovernmentTelecommunicationsEconomics and AccountingPersonnel and Human ResourcesProduction and ProcessingPublic Safety and SecurityPhilosophy and TheologyForeign LanguageFine ArtsHistory and ArcheologyTransportationMechanicalTherapy and CounselingPhysicsFood ProductionMedicine and DentistryChemistryBuilding and ConstructionBiology
Technology & tools
AJAXAdobe AnalyticsAdobe DreamweaverAdobe PhotoshopAhrefs Site ExplorerApache SolrAtlas SearchBing AdsBrightEdgeCascading style sheets CSSConductor SearchlightContent management systems CMSCustomer information databasesDrupalElasticsearchEmail softwareFacebookGoogleGoogle AdsGoogle AnalyticsGoogle Search Ads 360Google Tag ManagerGoogle Webmaster ToolsHubSpot softwareHypertext markup language HTMLIBM Digital AnalyticsJamBoardJavaScriptKanoodleLinkedInMajestic SEOMarketo Marketing AutomationMicrosoft ASP.NETMicrosoft AccessMicrosoft BingMicrosoft DynamicsMicrosoft ExcelMicrosoft Office softwareMicrosoft OutlookMicrosoft PowerPoint
Representative tasks
Working with ComputersAnalyzing Data or InformationUpdating and Using Relevant KnowledgeMaking Decisions and Solving ProblemsProcessing InformationGetting InformationDeveloping Objectives and StrategiesThinking CreativelyCommunicating with Supervisors, Peers, or SubordinatesInterpreting the Meaning of Information for OthersProviding Consultation and Advice to OthersIdentifying Objects, Actions, and EventsOrganizing, Planning, and Prioritizing WorkEstablishing and Maintaining Interpersonal RelationshipsCommunicating with People Outside the OrganizationSelling or Influencing OthersDocumenting/Recording InformationTraining and Teaching OthersEstimating the Quantifiable Characteristics of Products, Events, or InformationEvaluating Information to Determine Compliance with StandardsMonitoring Processes, Materials, or SurroundingsScheduling Work and ActivitiesMonitoring and Controlling ResourcesGuiding, Directing, and Motivating SubordinatesDeveloping and Building TeamsCoaching and Developing OthersPerforming Administrative ActivitiesCoordinating the Work and Activities of OthersResolving Conflicts and Negotiating with OthersJudging the Qualities of Objects, Services, or PeopleStaffing Organizational UnitsInspecting Equipment, Structures, or MaterialsPerforming for or Working Directly with the PublicAssisting and Caring for OthersControlling Machines and ProcessesDrafting, Laying Out, and Specifying Technical Devices, Parts, and EquipmentRepairing and Maintaining Electronic EquipmentHandling and Moving ObjectsPerforming General Physical ActivitiesOperating Vehicles, Mechanized Devices, or Equipment
Competency framework
Skill expectations by proficiency level.
emerging
Web metrics data — collect and organize using analytics platforms such as Google Analytics under direct supervision in a digital marketing environment.Search engine optimization fundamentals — apply to existing web page content by following established keyword guidelines provided by senior strategists.Click-through rates and conversion rates — identify and document from campaign dashboards to support routine reporting tasks assigned by marketing managers.Digital asset metadata — update and format for SEO compliance using web page editing software under the guidance of a senior team member.Key Performance Indicators — locate and record from pre-configured campaign reports to contribute to weekly performance summaries.Analytics tracking tools — assist in configuring basic visitor behavior settings according to documented setup procedures on live client websites.Search engine result patterns — observe and describe using keyword research tools to support placement recommendations made by experienced strategists.Online marketing strategy documents — read and synthesize relevant sections to prepare briefing notes for team planning meetings.Web developer communication — participate in structured meetings to relay SEO requirements for page construction tasks under manager direction.Competitor keyword activity — monitor and log using standard search marketing software to populate competitive intelligence trackers maintained by the team.
developing
Web metrics reports — compile and interpret including visits, page views, and cost-per-click data to deliver monthly performance analyses to marketing stakeholders.Digital assets including text, images, and multimedia — optimize for SEO and cross-device usability by applying established best-practice frameworks with minimal oversight.Keyword strategy — develop and refine by analyzing search engine patterns to direct content placement across client or organizational websites.Campaign KPIs — select and track appropriate indicators aligned to client objectives, producing clear written summaries for marketing executives.Analytics platform configurations — set up and adjust goal tracking and event monitoring to capture accurate visitor behavior data across digital properties.Online marketing strategy — contribute to development and implementation by preparing channel-specific recommendations based on search performance data.Web architecture consultations — coordinate with developers to communicate SEO requirements for server configuration and URL structure improvements.Business intelligence software — use routinely to identify traffic trends and anomalies, translating findings into actionable optimization recommendations.Paid search campaigns — manage keyword bids and ad copy iterations by applying data-driven adjustments in a fast-paced agency or in-house environment.Stakeholder presentations — prepare and deliver search performance updates using clear verbal and written communication tailored to non-technical marketing audiences.
proficient
Comprehensive search analytics reports — design and produce autonomously, integrating multi-channel metrics such as transaction volume, revenue, and cost-per-acquisition for executive decision-making.Full-scope SEO audits — conduct independently across large or complex websites, identifying technical, content, and authority gaps and prioritizing remediation roadmaps.Cross-functional digital campaigns — lead planning and execution by integrating paid search, organic search, and content strategies to meet measurable business objectives.Non-routine algorithmic changes — diagnose and respond to by applying inductive and deductive reasoning to traffic pattern shifts affecting client search visibility.Advanced analytics instrumentation — architect and validate including custom dimensions, attribution models, and multi-touch tracking across enterprise-level web properties.Web development team collaboration — direct technical SEO requirements for site architecture, schema markup, and Core Web Vitals improvements in agile project environments.KPI frameworks — define and implement for diverse client verticals, aligning search marketing metrics to broader organizational revenue and growth targets.Search marketing budgets — manage and optimize by modeling cost-per-click and cost-per-acquisition scenarios to maximize return on advertising spend.Complex problem-solving — apply across simultaneous client portfolios by synthesizing competitive intelligence, keyword data, and audience behavior into cohesive search strategies.Junior and mid-level team members — mentor on analytics interpretation and optimization techniques, elevating team-wide capability in data-driven decision-making.
advanced
Enterprise search marketing strategy — set and champion across the organization by translating C-suite business objectives into integrated SEO and paid search roadmaps.Organizational analytics infrastructure — lead the design and governance of, establishing standards for data collection, reporting integrity, and insight generation at scale.Cross-departmental alignment — drive between marketing, technology, product, and finance teams to embed search performance considerations into enterprise digital investment decisions.Industry-leading KPI methodologies — develop and publish by synthesizing emerging measurement practices, advancing organizational and sector-wide understanding of search marketing effectiveness.Senior marketing executives — advise through regular strategic briefings that connect search channel performance to revenue outcomes, brand health, and competitive positioning.High-performing search marketing teams — build and develop by establishing hiring criteria, capability development programs, and career pathways aligned to business growth.Emerging search technologies and algorithm shifts — evaluate and translate into forward-looking organizational strategy, ensuring sustained competitive advantage across digital channels.Agency or vendor partnerships — negotiate and govern by defining performance standards, contract terms, and accountability frameworks that protect organizational search marketing investments.Thought leadership and innovation culture — cultivate within the marketing function by championing experimentation, continuous learning, and evidence-based optimization at the principal level.Budget allocation decisions at organizational scale — inform and authorize by modeling multi-year search marketing investment scenarios against projected customer acquisition and lifetime value targets.
Also known as
64 alternate job titles map to this occupation.
Customer Experience StrategistDigital MarketerDigital Marketing StrategistDigital Media PlannerDigital StrategistE-commerce StrategistElectronic Commerce Specialist (E-Commerce Specialist)Experience Planning StrategistExperience StrategistHTML Developer (HyperText Markup Language Developer)Interactive Marketing StrategistInteractive Media Marketing SpecialistInteractive Media Marketing StrategistInternet AnalystInternet E-Commerce Specialist (Internet Electronic Commerce Specialist)Internet Marketing SpecialistInternet Marketing StrategistInternet Media PlannerMarketing Communications SpecialistMarketing ConsultantMarketing SpecialistNew Media StrategistOnline Marketing ConsultantOnline Marketing StrategistOnline User Experience StrategistPaid Media SpecialistPaid Search ConsultantPaid Search ManagerPaid Search Marketing StrategistPaid Search SpecialistPaid Search StrategistPPC Specialist (Pay Per Click Specialist)PPC Specialist (Pay-Per-Click Specialist)PPC Strategist (Pay-Per-Click Strategist)Search Advertising StrategistSearch AssociateSearch ConsultantSearch Engine EvaluatorSearch Engine Marketing AnalystSearch Engine Marketing Specialist (SEM Specialist)