# 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.

- Code: 13-1161.01 (O*NET-SOC; SOC 2018 13-1161)
- Family: [Business & Financial](https://foundation.org.ai/occupations#family-13), one of its 50 occupations
- Tasks: 36 tasks (25 core and 11 supplemental)
- Page: https://foundation.org.ai/occupations/13-1161.01
- JSON: https://foundation.org.ai/data/tasks/13-1161.01.json

## What the work is made of

1. Manage tracking and reporting of search-related activities and provide analyses to marketing executives.  
   Core task · Task 20328 · Rated by 23 occupational experts, August 2021
2. Optimize digital assets, such as text, graphics, or multimedia assets, for search engine optimization (SEO) or for display and usability on internet-connected devices.  
   Core task · Task 20329 · Rated by 23 occupational experts, August 2021
3. 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.  
   Core task · Task 16192 · Rated by 23 occupational experts, August 2021
4. Participate in the development or implementation of online marketing strategy.  
   Core task · Task 16182 · Rated by 23 occupational experts, August 2021
5. Optimize Web site exposure by analyzing search engine patterns to direct online placement of keywords or other content.  
   Core task · Task 16190 · Rated by 23 occupational experts, August 2021
6. Coordinate with developers to optimize Web site architecture, server configuration, or page construction for search engine consumption and optimal visibility.  
   Core task · Task 20320 · Rated by 23 occupational experts, August 2021
7. Assist in setting up or optimizing analytics tools for tracking visitors' behaviors.  
   Core task · Task 20318 · Rated by 23 occupational experts, August 2021
8. Identify appropriate Key Performance Indicators (KPIs) and report key metrics from digital campaigns.  
   Core task · Task 20326 · Rated by 23 occupational experts, August 2021
9. Create content strategies for digital media.  
   Core task · Task 20321 · Rated by 23 occupational experts, August 2021
10. Combine secondary data sources with keyword research to more accurately profile and satisfy user intent.  
   Core task · Task 20319 · Rated by 23 occupational experts, August 2021
11. Collaborate with other marketing staff to integrate and complement marketing strategies across multiple sales channels.  
   Core task · Task 16189 · Rated by 23 occupational experts, August 2021
12. Optimize shopping cart experience or Web site conversion rates against Key Performance Indicators (KPIs).  
   Core task · Task 20330 · Rated by 23 occupational experts, August 2021
13. Improve search-related activities through ongoing analysis, experimentation, or optimization tests, using A/B or multivariate methods.  
   Core task · Task 20327 · Rated by 23 occupational experts, August 2021
14. Conduct online marketing initiatives, such as paid ad placement, affiliate programs, sponsorship programs, email promotions, or viral marketing campaigns on social media Web sites.  
   Core task · Task 16191 · Rated by 23 occupational experts, August 2021
15. 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.  
   Core task · Task 16186 · Rated by 23 occupational experts, August 2021
16. Propose online or multiple-sales-channel campaigns to marketing executives.  
   Core task · Task 16179 · Rated by 23 occupational experts, August 2021
17. Evaluate new emerging media or technologies and make recommendations for their application within Internet marketing or search marketing campaigns.  
   Core task · Task 20322 · Rated by 23 occupational experts, August 2021
18. Communicate and collaborate with merchants, Webmasters, bloggers, or online editors to strategically place hyperlinks.  
   Core task · Task 16188 · Rated by 23 occupational experts, August 2021
19. Identify, evaluate, or procure hardware or software for implementing online marketing campaigns.  
   Core task · Task 16175 · Rated by 23 occupational experts, August 2021
20. 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.  
   Core task · Task 16193 · Rated by 23 occupational experts, August 2021
21. Keep abreast of government regulations and emerging Web technology to ensure regulatory compliance by reviewing current literature, talking with colleagues, participating in educational programs, attending meetings or workshops, or participating in professional organizations or conferences.  
   Core task · Task 16172 · Rated by 23 occupational experts, August 2021
22. Purchase or negotiate placement of listings in local search engines, directories, or digital mapping technologies.  
   Core task · Task 20331 · Rated by 23 occupational experts, August 2021
23. 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.  
   Core task · Task 16185 · Rated by 23 occupational experts, August 2021
24. Execute or manage social media campaigns to inform search marketing tactics.  
   Core task · Task 20325 · Rated by 23 occupational experts, August 2021
25. Conduct financial modeling for online marketing programs or Web site revenue forecasting.  
   Core task · Task 16187 · Rated by 23 occupational experts, August 2021
26. Implement online customer service processes to ensure positive and consistent user experiences.  
   Supplemental task · Task 16174 · Rated by 23 occupational experts, August 2021
27. Develop transactional Web applications, using Web programming software and knowledge of programming languages, such as hypertext markup language (HTML) and extensible markup language (XML).  
   Supplemental task · Task 16184 · Rated by 23 occupational experts, August 2021
28. Identify and develop commercial or technical specifications, such as usability, pricing, checkout, or data security, to promote transactional internet-enabled commerce functionality.  
   Supplemental task · Task 16183 · Rated by 23 occupational experts, August 2021
29. Define product requirements, based on market research analysis, in collaboration with user interface design and engineering staff.  
   Supplemental task · Task 16177 · Rated by 23 occupational experts, August 2021
30. Execute or manage banner, video, or other non-text link ad campaigns.  
   Supplemental task · Task 20324 · Rated by 23 occupational experts, August 2021
31. Assist in the evaluation or negotiation of contracts with vendors or online partners.  
   Supplemental task · Task 16178 · Rated by 23 occupational experts, August 2021
32. Prepare electronic commerce designs or prototypes, such as storyboards, mock-ups, or other content, using graphics design software.  
   Supplemental task · Task 16181 · Rated by 23 occupational experts, August 2021
33. Assist in the development of online transaction or security policies.  
   Supplemental task · Task 16180 · Rated by 23 occupational experts, August 2021
34. Execute and manage communications with digital journalists or bloggers.  
   Supplemental task · Task 20323 · Rated by 23 occupational experts, August 2021
35. Resolve product availability problems in collaboration with customer service staff.  
   Supplemental task · Task 16173 · Rated by 23 occupational experts, August 2021
36. Identify methods for interfacing Web application technologies with enterprise resource planning or other system software.  
   Supplemental task · Task 16176 · Rated by 23 occupational experts, August 2021

## More in Business & Financial

- [Accountants and Auditors](https://foundation.org.ai/occupations/13-2011.00): 29 tasks
- [Agents and Business Managers of Artists, Performers, and Athletes](https://foundation.org.ai/occupations/13-1011.00): 14 tasks
- [Appraisers and Assessors of Real Estate](https://foundation.org.ai/occupations/13-2023.00): 30 tasks
- [Appraisers of Personal and Business Property](https://foundation.org.ai/occupations/13-2022.00): 14 tasks
- [Budget Analysts](https://foundation.org.ai/occupations/13-2031.00): 13 tasks
- [Business Continuity Planners](https://foundation.org.ai/occupations/13-1199.04): 21 tasks
- [Business Operations Specialists, All Other](https://foundation.org.ai/occupations/13-1199.00): no tasks listed
- [Buyers and Purchasing Agents, Farm Products](https://foundation.org.ai/occupations/13-1021.00): 12 tasks
- [Claims Adjusters, Examiners, and Investigators](https://foundation.org.ai/occupations/13-1031.00): 29 tasks
- [Compensation, Benefits, and Job Analysis Specialists](https://foundation.org.ai/occupations/13-1141.00): 22 tasks
- [Compliance Officers](https://foundation.org.ai/occupations/13-1041.00): 16 tasks
- [Coroners](https://foundation.org.ai/occupations/13-1041.06): 20 tasks
- [Cost Estimators](https://foundation.org.ai/occupations/13-1051.00): 14 tasks
- [Credit Analysts](https://foundation.org.ai/occupations/13-2041.00): 11 tasks
- [Credit Counselors](https://foundation.org.ai/occupations/13-2071.00): 23 tasks
- [Customs Brokers](https://foundation.org.ai/occupations/13-1041.08): 23 tasks
- [Environmental Compliance Inspectors](https://foundation.org.ai/occupations/13-1041.01): 26 tasks
- [Equal Opportunity Representatives and Officers](https://foundation.org.ai/occupations/13-1041.03): 18 tasks
- [Farm Labor Contractors](https://foundation.org.ai/occupations/13-1074.00): 7 tasks
- [Financial and Investment Analysts](https://foundation.org.ai/occupations/13-2051.00): 26 tasks
- [Financial Examiners](https://foundation.org.ai/occupations/13-2061.00): 17 tasks
- [Financial Quantitative Analysts](https://foundation.org.ai/occupations/13-2099.01): 21 tasks
- [Financial Risk Specialists](https://foundation.org.ai/occupations/13-2054.00): 30 tasks
- [Financial Specialists, All Other](https://foundation.org.ai/occupations/13-2099.00): no tasks listed
- [Fraud Examiners, Investigators and Analysts](https://foundation.org.ai/occupations/13-2099.04): 23 tasks
- [Fundraisers](https://foundation.org.ai/occupations/13-1131.00): 28 tasks
- [Government Property Inspectors and Investigators](https://foundation.org.ai/occupations/13-1041.04): 13 tasks
- [Human Resources Specialists](https://foundation.org.ai/occupations/13-1071.00): 26 tasks
- [Insurance Appraisers, Auto Damage](https://foundation.org.ai/occupations/13-1032.00): 7 tasks
- [Insurance Underwriters](https://foundation.org.ai/occupations/13-2053.00): 7 tasks
- [Labor Relations Specialists](https://foundation.org.ai/occupations/13-1075.00): 28 tasks
- [Loan Officers](https://foundation.org.ai/occupations/13-2072.00): 30 tasks
- [Logisticians](https://foundation.org.ai/occupations/13-1081.00): 22 tasks
- [Logistics Analysts](https://foundation.org.ai/occupations/13-1081.02): 31 tasks
- [Logistics Engineers](https://foundation.org.ai/occupations/13-1081.01): 30 tasks
- [Management Analysts](https://foundation.org.ai/occupations/13-1111.00): 11 tasks
- [Market Research Analysts and Marketing Specialists](https://foundation.org.ai/occupations/13-1161.00): 13 tasks
- [Meeting, Convention, and Event Planners](https://foundation.org.ai/occupations/13-1121.00): 21 tasks
- [Online Merchants](https://foundation.org.ai/occupations/13-1199.06): 34 tasks
- [Personal Financial Advisors](https://foundation.org.ai/occupations/13-2052.00): 21 tasks
- [Project Management Specialists](https://foundation.org.ai/occupations/13-1082.00): 20 tasks
- [Purchasing Agents, Except Wholesale, Retail, and Farm Products](https://foundation.org.ai/occupations/13-1023.00): 19 tasks
- [Regulatory Affairs Specialists](https://foundation.org.ai/occupations/13-1041.07): 30 tasks
- [Security Management Specialists](https://foundation.org.ai/occupations/13-1199.07): 23 tasks
- [Sustainability Specialists](https://foundation.org.ai/occupations/13-1199.05): 14 tasks
- [Tax Examiners and Collectors, and Revenue Agents](https://foundation.org.ai/occupations/13-2081.00): 21 tasks
- [Tax Preparers](https://foundation.org.ai/occupations/13-2082.00): 12 tasks
- [Training and Development Specialists](https://foundation.org.ai/occupations/13-1151.00): 20 tasks
- [Wholesale and Retail Buyers, Except Farm Products](https://foundation.org.ai/occupations/13-1022.00): 20 tasks

## Where this comes from

Quoted from O*NET 29.0, U.S. Department of Labor, Employment and Training Administration, under CC BY 4.0: free to copy and reuse, with credit. Nothing on this page is written by the Org.AI Foundation.