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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

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

    Skills

    • Troubleshooting

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

    • Coordination

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

    • Critical Thinking

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

    • Monitoring

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

    • Social Perceptiveness

      Understanding people's reactions.

    • Systems Analysis

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

    • Writing

      Writing things for co-workers or customers.

    • Technology Design

      Making equipment and technology useful for customers.

    • Operations Monitoring

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

    • Management of Personnel Resources

      Selecting and managing the best workers for a job.

    • Equipment Selection

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

    • Quality Control Analysis

      Testing how well a product or service works.

    • Time Management

      Managing your time and the time of other people.

    • Operations Analysis

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

    • Management of Material Resources

      Managing equipment and materials.

    • Installation

      Installing equipment, machines, wiring, or computer programs.

    • Science

      Using scientific rules and strategies to solve problems.

    • Mathematics

      Using math to solve problems.

    • Instructing

      Teaching people how to do something.

    • Active Listening

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

    • Learning Strategies

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

    • Negotiation

      Bringing people together to solve differences.

    • Equipment Maintenance

      Planning and doing the basic maintenance on equipment.

    • Judgment and Decision Making

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

    • Complex Problem Solving

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

    • Repairing

      Repairing machines or systems using the right tools.

    • Systems Evaluation

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

    • Operation and Control

      Using equipment or systems.

    • Programming

      Writing computer programs.

    • Management of Financial Resources

      Making spending decisions and keeping track of what is spent.

    • Speaking

      Talking to others.

    • Persuasion

      Talking people into changing their minds or their behavior.

    • Reading Comprehension

      Reading work-related information.

    • Active Learning

      Figuring out how to use new ideas or things.

    • Service Orientation

      Looking for ways to help people.

    WorkKeys®

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

    Abilities

    • Night Vision

      Seeing at night or under low light.

    • Peripheral Vision

      Seeing something to your side when your are looking ahead.

    • Speech Recognition

      Recognizing spoken words.

    • Category Flexibility

      Grouping things in different ways.

    • Memorization

      Remembering words, numbers, pictures, or steps.

    • Spatial Orientation

      Knowing where things are around you.

    • Selective Attention

      Paying attention to something without being distracted.

    • Arm-Hand Steadiness

      Keeping your arm or hand steady.

    • Manual Dexterity

      Holding or moving items with your hands.

    • Multilimb Coordination

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

    • Response Orientation

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

    • Explosive Strength

      Jumping, sprinting, or throwing something.

    • Oral Expression

      Communicating by speaking.

    • Written Expression

      Communicating by writing.

    • Rate Control

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

    • Near Vision

      Seeing details up close.

    • Dynamic Flexibility

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

    • Glare Sensitivity

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

    • Auditory Attention

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

    • Sound Localization

      Noticing the direction that a sound came from.

    • Gross Body Coordination

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

    • Visual Color Discrimination

      Noticing the difference between colors, including shades and brightness.

    • Gross Body Equilibrium

      Keeping your balance or staying upright.

    • Mathematical Reasoning

      Choosing the right type of math to solve a problem.

    • Number Facility

      Adding, subtracting, multiplying, or dividing.

    • Flexibility of Closure

      Seeing hidden patterns.

    • Visualization

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

    • Time Sharing

      Doing two or more things at the same time.

    • Finger Dexterity

      Putting together small parts with your fingers.

    • Speed of Limb Movement

      Quickly moving your arms and legs.

    • Static Strength

      Lifting, pushing, pulling, or carrying.

    • Trunk Strength

      Using your lower back and stomach.

    • Oral Comprehension

      Listening and understanding what people say.

    • Written Comprehension

      Reading and understanding what is written.

    • Originality

      Creating new and original ideas.

    • Problem Sensitivity

      Noticing when problems happen.

    • Deductive Reasoning

      Using rules to solve problems.

    • Inductive Reasoning

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

    • Information Ordering

      Ordering or arranging things.

    • Speed of Closure

      Quickly knowing what you are looking at.

    • Perceptual Speed

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

    • Control Precision

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

    • Dynamic Strength

      Exercising for a long time without your muscles getting tired.

    • Stamina

      Exercising for a long time without getting out of breath.

    • Extent Flexibility

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

    • Fluency of Ideas

      Coming up with lots of ideas.

    • Reaction Time

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

    • Wrist-Finger Speed

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

    • Depth Perception

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

    • Hearing Sensitivity

      Telling the difference between sounds.

    • Speech Clarity

      Speaking clearly.

    • Far Vision

      Seeing details that are far away.

    Knowledge

    • 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.

    • 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.

    • 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.

    • Transportation

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

    • 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.

    • Law and Government

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

    • Sociology and Anthropology

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

    • Economics and Accounting

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

    • 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.

    • Mathematics

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

    • Production and Processing

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

    • 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.

    • 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.

    • 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.

    • Telecommunications

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

    • 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.

    • 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.

    • 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.

    • 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.

    • 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.

    • 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.

    • 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.

    • 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.

    • Design

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

    • Food Production

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

    • Mechanical

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

    • 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.

    • Fine Arts

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

    • History and Archeology

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

    • 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.

    • 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.

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    Pay

    • Ohio Annual Salary 61460/yr
    • Typical Salary
    • Ohio Hourly Wage 29.55/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

    • 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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