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Search Marketing Strategists

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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.

    Work Activities
    • 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.
    • 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.
    • Combine secondary data sources with keyword research to more accurately profile and satisfy user intent.
    • Optimize Web site exposure by analyzing search engine patterns to direct online placement of keywords or other content.
    • 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.
    • Propose online or multiple-sales-channel campaigns to marketing executives.
    • Execute or manage social media campaigns to inform search marketing tactics.
    • 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.
    • Implement online customer service processes to ensure positive and consistent user experiences.
    • 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.
    • Resolve product availability problems in collaboration with customer service staff.
    • Develop transactional Web applications, using Web programming software and knowledge of programming languages, such as hypertext markup language (HTML) and extensible markup language (XML).
    • Prepare electronic commerce designs or prototypes, such as storyboards, mock-ups, or other content, using graphics design software.
    • Identify, evaluate, or procure hardware or software for implementing online marketing campaigns.
    • Assist in the development of online transaction or security policies.
    • Identify and develop commercial or technical specifications, such as usability, pricing, checkout, or data security, to promote transactional internet-enabled commerce functionality.
    • Identify methods for interfacing Web application technologies with enterprise resource planning or other system software.
    • 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.
    Skills
    • Complex Problem Solving

      Identifying complex problems and reviewing related information to develop and evaluate options and implement solutions.

    • Reading Comprehension

      Understanding written sentences and paragraphs in work related documents.

    • Speaking

      Talking to others to convey information effectively.

    WorkKeys®
    Applied Math
    5
    Workplace Documents
    4
    Graphic Literacy
    4
    Abilities
    • Oral Expression

      The ability to communicate information and ideas in speaking so others will understand.

    • Oral Comprehension

      The ability to listen to and understand information and ideas presented through spoken words and sentences.

    • Written Comprehension

      The ability to read and understand information and ideas presented in writing.

    Knowledge
    • 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.

    • English Language

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

    • 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.

    Career Video
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    Pay
    • Ohio Annual Salary $80,130/yr
    • Typical Salary
    • Ohio Hourly Wage $38.52/hr
    • Typical Hourly Wage
    Ohio Employment Trends
    • Currently Employed 6,440
    • Yearly Projected Openings 490
    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:
    • Attention to Detail
    • Analytical Thinking
    • Dependability
    • Initiative
    • Persistence
    • Achievement/Effort
    Tools
    • Videoconferencing systems
    • Teleconference equipment
    • Personal computers
    • Desktop computers
    • Computer servers
    Technology
    • Web platform development software
    • Web page creation and editing software
    • Electronic mail software
    • Data base user interface and query software
    • Business intelligence and data analysis software
    Tags
    • InDemand occupations are considered a priority by the state of Ohio.