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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.

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    Work Activities

    Work Activities

    • Manage tracking and reporting of search-related activities and provide analyses to marketing executives.
    • 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.
    • Execute or manage banner, video, or other non-text link ad campaigns.
    • Participate in the development or implementation of online marketing strategy.
    • Develop transactional Web applications, using Web programming software and knowledge of programming languages, such as hypertext markup language (HTML) and extensible markup language (XML).
    • Participate in the development or implementation of online marketing strategy.
    • Identify methods for interfacing Web application technologies with enterprise resource planning or other system software.
    • Manage tracking and reporting of search-related activities and provide analyses to marketing executives.
    • Optimize shopping cart experience or Web site conversion rates against Key Performance Indicators (KPIs).
    • Assist in the evaluation or negotiation of contracts with vendors or online partners.
    • Conduct financial modeling for online marketing programs or Web site revenue forecasting.
    • Prepare electronic commerce designs or prototypes, such as storyboards, mock-ups, or other content, using graphics design software.
    • Coordinate with developers to optimize Web site architecture, server configuration, or page construction for search engine consumption and optimal visibility.
    • Implement online customer service processes to ensure positive and consistent user experiences.
    • Assist in the development of online transaction or security policies.
    • 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.
    • Identify appropriate Key Performance Indicators (KPIs) and report key metrics from digital campaigns.
    • Propose online or multiple-sales-channel campaigns to marketing executives.
    • Assist in setting up or optimizing analytics tools for tracking visitors' behaviors.
    • Create content strategies for digital media.
    • Evaluate new emerging media or technologies and make recommendations for their application within Internet marketing or search marketing campaigns.
    • Purchase or negotiate placement of listings in local search engines, directories, or digital mapping technologies.
    • Identify and develop commercial or technical specifications, such as usability, pricing, checkout, or data security, to promote transactional internet-enabled commerce functionality.
    • Execute or manage social media campaigns to inform search marketing tactics.
    • Optimize digital assets, such as text, graphics, or multimedia assets, for search engine optimization (SEO) or for display and usability on internet-connected devices.
    • Coordinate with developers to optimize Web site architecture, server configuration, or page construction for search engine consumption and optimal visibility.
    • Identify, evaluate, or procure hardware or software for implementing online marketing campaigns.
    • 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.
    • Conduct online marketing initiatives, such as paid ad placement, affiliate programs, sponsorship programs, email promotions, or viral marketing campaigns on social media Web sites.
    • 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.
    • Evaluate new emerging media or technologies and make recommendations for their application within Internet marketing or search marketing campaigns.
    • Define product requirements, based on market research analysis, in collaboration with user interface design and engineering staff.
    • 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.
    • Collaborate with other marketing staff to integrate and complement marketing strategies across multiple sales channels.
    • Communicate and collaborate with merchants, Webmasters, bloggers, or online editors to strategically place hyperlinks.
    • 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.
    • 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.
    • Execute and manage communications with digital journalists or bloggers.
    • Communicate and collaborate with merchants, Webmasters, bloggers, or online editors to strategically place hyperlinks.
    • Improve search-related activities through ongoing analysis, experimentation, or optimization tests, using A/B or multivariate methods.
    • Identify, evaluate, or procure hardware or software for implementing online marketing campaigns.
    • Develop transactional Web applications, using Web programming software and knowledge of programming languages, such as hypertext markup language (HTML) and extensible markup language (XML).
    • Resolve product availability problems in collaboration with customer service staff.

    Skills

    • Equipment Selection

      Deciding what kind of tools and equipment are needed to do a job.

    • Troubleshooting

      Figuring out what is causing equipment, machines, wiring, or computer programs to not work.

    • Systems Evaluation

      Measuring how well a system is working and how to improve it.

    • Complex Problem Solving

      Noticing a problem and figuring out the best way to solve it.

    • Operations Monitoring

      Watching gauges, dials, or display screens to make sure a machine is working.

    • Operations Analysis

      Figuring out what a product or service needs to be able to do.

    • Quality Control Analysis

      Testing how well a product or service works.

    • Systems Analysis

      Figuring out how a system should work and how changes in the future will affect it.

    • Social Perceptiveness

      Understanding people's reactions.

    • Negotiation

      Bringing people together to solve differences.

    • Service Orientation

      Looking for ways to help people.

    • Active Learning

      Figuring out how to use new ideas or things.

    • Reading Comprehension

      Reading work-related information.

    • Active Listening

      Listening to others, not interrupting, and asking good questions.

    • Mathematics

      Using math to solve problems.

    • Equipment Maintenance

      Planning and doing the basic maintenance on equipment.

    • Repairing

      Repairing machines or systems using the right tools.

    • Management of Personnel Resources

      Selecting and managing the best workers for a job.

    • Learning Strategies

      Using the best training or teaching strategies for learning new things.

    • Coordination

      Changing what is done based on other people's actions.

    • Persuasion

      Talking people into changing their minds or their behavior.

    • Science

      Using scientific rules and strategies to solve problems.

    • Operation and Control

      Using equipment or systems.

    • Technology Design

      Making equipment and technology useful for customers.

    • Judgment and Decision Making

      Thinking about the pros and cons of different options and picking the best one.

    • Programming

      Writing computer programs.

    • Management of Financial Resources

      Making spending decisions and keeping track of what is spent.

    • Installation

      Installing equipment, machines, wiring, or computer programs.

    • Time Management

      Managing your time and the time of other people.

    • Management of Material Resources

      Managing equipment and materials.

    • Monitoring

      Keeping track of how well people and/or groups are doing in order to make improvements.

    • Instructing

      Teaching people how to do something.

    • Writing

      Writing things for co-workers or customers.

    • Speaking

      Talking to others.

    • Critical Thinking

      Thinking about the pros and cons of different ways to solve a problem.

    WorkKeys®

    Applied Math
    N/A
    Workplace Documents
    N/A
    Graphic Literacy
    N/A

    Abilities

    • Speech Clarity

      Speaking clearly.

    • Auditory Attention

      Paying attention to one sound while there are other distracting sounds.

    • Fluency of Ideas

      Coming up with lots of ideas.

    • Control Precision

      Quickly changing the controls of a machine, car, truck or boat.

    • Peripheral Vision

      Seeing something to your side when your are looking ahead.

    • Manual Dexterity

      Holding or moving items with your hands.

    • Rate Control

      Changing when and how fast you move based on how something else is moving.

    • Written Comprehension

      Reading and understanding what is written.

    • Problem Sensitivity

      Noticing when problems happen.

    • Response Orientation

      Quickly deciding if you should move your hand, foot, or other body part.

    • Extent Flexibility

      Bending, stretching, twisting, or reaching with your body, arms, and/or legs.

    • Visualization

      Imagining how something will look after it is moved around or changed.

    • Finger Dexterity

      Putting together small parts with your fingers.

    • Night Vision

      Seeing at night or under low light.

    • Depth Perception

      Deciding which thing is closer or farther away from you, or deciding how far away it is from you.

    • Glare Sensitivity

      Seeing something even if there is a glare or very bright light.

    • Information Ordering

      Ordering or arranging things.

    • Trunk Strength

      Using your lower back and stomach.

    • Originality

      Creating new and original ideas.

    • Category Flexibility

      Grouping things in different ways.

    • Flexibility of Closure

      Seeing hidden patterns.

    • Time Sharing

      Doing two or more things at the same time.

    • Multilimb Coordination

      Using your arms and/or legs together while sitting, standing, or lying down.

    • Speed of Limb Movement

      Quickly moving your arms and legs.

    • Stamina

      Exercising for a long time without getting out of breath.

    • Oral Expression

      Communicating by speaking.

    • Number Facility

      Adding, subtracting, multiplying, or dividing.

    • Spatial Orientation

      Knowing where things are around you.

    • Visual Color Discrimination

      Noticing the difference between colors, including shades and brightness.

    • Mathematical Reasoning

      Choosing the right type of math to solve a problem.

    • Far Vision

      Seeing details that are far away.

    • Inductive Reasoning

      Making general rules or coming up with answers from lots of detailed information.

    • Dynamic Strength

      Exercising for a long time without your muscles getting tired.

    • Gross Body Coordination

      Moving your arms, legs, and mid-section together while your whole body is moving.

    • Speech Recognition

      Recognizing spoken words.

    • Speed of Closure

      Quickly knowing what you are looking at.

    • Selective Attention

      Paying attention to something without being distracted.

    • Wrist-Finger Speed

      Making fast, simple, repeated movements of your fingers, hands, and wrists.

    • Gross Body Equilibrium

      Keeping your balance or staying upright.

    • Oral Comprehension

      Listening and understanding what people say.

    • Near Vision

      Seeing details up close.

    • Deductive Reasoning

      Using rules to solve problems.

    • Explosive Strength

      Jumping, sprinting, or throwing something.

    • Perceptual Speed

      Quickly comparing groups of letters, numbers, pictures, or other things.

    • Arm-Hand Steadiness

      Keeping your arm or hand steady.

    • Static Strength

      Lifting, pushing, pulling, or carrying.

    • Dynamic Flexibility

      Quickly and repeatedly bending, stretching, twisting, or reaching out with your body, arms, and/or legs.

    • Written Expression

      Communicating by writing.

    • Memorization

      Remembering words, numbers, pictures, or steps.

    • Reaction Time

      Quickly moving your hand, finger, or foot based on a sound, light, picture or other command.

    • Hearing Sensitivity

      Telling the difference between sounds.

    • Sound Localization

      Noticing the direction that a sound came from.

    Knowledge

    • Biology

      Knowledge of plant and animal organisms, their tissues, cells, functions, interdependencies, and interactions with each other and the environment.

    • English Language

      Knowledge of the structure and content of the English language including the meaning and spelling of words, rules of composition, and grammar.

    • Law and Government

      Knowledge of laws, legal codes, court procedures, precedents, government regulations, executive orders, agency rules, and the democratic political process.

    • Telecommunications

      Knowledge of transmission, broadcasting, switching, control, and operation of telecommunications systems.

    • Communications and Media

      Knowledge of media production, communication, and dissemination techniques and methods. This includes alternative ways to inform and entertain via written, oral, and visual media.

    • Administration and Management

      Knowledge of business and management principles involved in strategic planning, resource allocation, human resources modeling, leadership technique, production methods, and coordination of people and resources.

    • Food Production

      Knowledge of techniques and equipment for planting, growing, and harvesting food products (both plant and animal) for consumption, including storage/handling techniques.

    • Administrative

      Knowledge of administrative and office procedures and systems such as word processing, managing files and records, stenography and transcription, designing forms, and workplace terminology.

    • Engineering and Technology

      Knowledge of the practical application of engineering science and technology. This includes applying principles, techniques, procedures, and equipment to the design and production of various goods and services.

    • Personnel and Human Resources

      Knowledge of principles and procedures for personnel recruitment, selection, training, compensation and benefits, labor relations and negotiation, and personnel information systems.

    • Customer and Personal Service

      Knowledge of principles and processes for providing customer and personal services. This includes customer needs assessment, meeting quality standards for services, and evaluation of customer satisfaction.

    • Chemistry

      Knowledge of the chemical composition, structure, and properties of substances and of the chemical processes and transformations that they undergo. This includes uses of chemicals and their interactions, danger signs, production techniques, and disposal methods.

    • Mathematics

      Knowledge of arithmetic, algebra, geometry, calculus, statistics, and their applications.

    • Sociology and Anthropology

      Knowledge of group behavior and dynamics, societal trends and influences, human migrations, ethnicity, cultures, and their history and origins.

    • Design

      Knowledge of design techniques, tools, and principles involved in production of precision technical plans, blueprints, drawings, and models.

    • Medicine and Dentistry

      Knowledge of the information and techniques needed to diagnose and treat human injuries, diseases, and deformities. This includes symptoms, treatment alternatives, drug properties and interactions, and preventive health-care measures.

    • Foreign Language

      Knowledge of the structure and content of a foreign (non-English) language including the meaning and spelling of words, rules of composition and grammar, and pronunciation.

    • Fine Arts

      Knowledge of the theory and techniques required to compose, produce, and perform works of music, dance, visual arts, drama, and sculpture.

    • Philosophy and Theology

      Knowledge of different philosophical systems and religions. This includes their basic principles, values, ethics, ways of thinking, customs, practices, and their impact on human culture.

    • Computers and Electronics

      Knowledge of circuit boards, processors, chips, electronic equipment, and computer hardware and software, including applications and programming.

    • Physics

      Knowledge and prediction of physical principles, laws, their interrelationships, and applications to understanding fluid, material, and atmospheric dynamics, and mechanical, electrical, atomic and sub-atomic structures and processes.

    • Building and Construction

      Knowledge of materials, methods, and the tools involved in the construction or repair of houses, buildings, or other structures such as highways and roads.

    • Psychology

      Knowledge of human behavior and performance; individual differences in ability, personality, and interests; learning and motivation; psychological research methods; and the assessment and treatment of behavioral and affective disorders.

    • Mechanical

      Knowledge of machines and tools, including their designs, uses, repair, and maintenance.

    • Geography

      Knowledge of principles and methods for describing the features of land, sea, and air masses, including their physical characteristics, locations, interrelationships, and distribution of plant, animal, and human life.

    • Therapy and Counseling

      Knowledge of principles, methods, and procedures for diagnosis, treatment, and rehabilitation of physical and mental dysfunctions, and for career counseling and guidance.

    • Education and Training

      Knowledge of principles and methods for curriculum and training design, teaching and instruction for individuals and groups, and the measurement of training effects.

    • History and Archeology

      Knowledge of historical events and their causes, indicators, and effects on civilizations and cultures.

    • Public Safety and Security

      Knowledge of relevant equipment, policies, procedures, and strategies to promote effective local, state, or national security operations for the protection of people, data, property, and institutions.

    • Transportation

      Knowledge of principles and methods for moving people or goods by air, rail, sea, or road, including the relative costs and benefits.

    • Sales and Marketing

      Knowledge of principles and methods for showing, promoting, and selling products or services. This includes marketing strategy and tactics, product demonstration, sales techniques, and sales control systems.

    • Production and Processing

      Knowledge of raw materials, production processes, quality control, costs, and other techniques for maximizing the effective manufacture and distribution of goods.

    • Economics and Accounting

      Knowledge of economic and accounting principles and practices, the financial markets, banking, and the analysis and reporting of financial data.

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    Pay

    • Ohio Annual Salary 62990/yr
    • Typical Salary
    • Ohio Hourly Wage 30.29/hr
    • Typical Hourly Wage

    Ohio Employment Trends

    • Currently Employed 31,090
    • Yearly Projected Openings 3250

    Typical Education

    Personality

    Enterprising: People interested in this work like activities that include leading, making decisions, and business.They do well at jobs that need:
    • Analytical Thinking
    • Attention to Detail
    • Initiative
    • Dependability
    • Adaptability/Flexibility
    • Achievement/Effort

    Tools

    • Computer servers
    • Desktop computers
    • Personal computers
    • Teleconference equipment
    • Videoconferencing systems

    Technology

    • Analytical or scientific software
    • Business intelligence and data analysis software
    • Customer relationship management CRM software
    • Data base management system software
    • Data base user interface and query software
    • Data mining software
    • Document management software
    • Electronic mail software
    • Enterprise resource planning ERP software
    • Graphics or photo imaging software
    • Information retrieval or search software
    • Instant messaging software
    • Internet browser software
    • Object or component oriented development software
    • Office suite software
    • Presentation software
    • Process mapping and design software
    • Project management software
    • Sales and marketing software
    • Spreadsheet software
    • Video creation and editing software
    • Web page creation and editing software
    • Web platform development software
    • Word processing software

    Tags

    • InDemand occupations are considered a priority by the state of Ohio.
    • Apprenticeships are available for this occupation. These programs can help you get hands-on experience and build your skills.

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