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O*NET-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.

From O*NET 30.3

Tasks

From O*NET 30.3, by importance, as O*NET OnLine lists them

Free · O*NET 30.3
  1. Manage tracking and reporting of search-related activities and provide analyses to marketing executives.Core20328
  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.Core20329
  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.Core16192
  4. Participate in the development or implementation of online marketing strategy.Core16182
  5. Optimize Web site exposure by analyzing search engine patterns to direct online placement of keywords or other content.Core16190
  6. Coordinate with developers to optimize Web site architecture, server configuration, or page construction for search engine consumption and optimal visibility.Core20320
  7. Assist in setting up or optimizing analytics tools for tracking visitors' behaviors.Core20318
  8. Identify appropriate Key Performance Indicators (KPIs) and report key metrics from digital campaigns.Core20326
  9. Create content strategies for digital media.Core20321
  10. Combine secondary data sources with keyword research to more accurately profile and satisfy user intent.Core20319
  11. Collaborate with other marketing staff to integrate and complement marketing strategies across multiple sales channels.Core16189
  12. Optimize shopping cart experience or Web site conversion rates against Key Performance Indicators (KPIs).Core20330
  13. Improve search-related activities through ongoing analysis, experimentation, or optimization tests, using A/B or multivariate methods.Core20327
  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.Core16191
  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.Core16186
  16. Propose online or multiple-sales-channel campaigns to marketing executives.Core16179
  17. Evaluate new emerging media or technologies and make recommendations for their application within Internet marketing or search marketing campaigns.Core20322
  18. Communicate and collaborate with merchants, Webmasters, bloggers, or online editors to strategically place hyperlinks.Core16188
  19. Identify, evaluate, or procure hardware or software for implementing online marketing campaigns.Core16175
  20. Implement online customer service processes to ensure positive and consistent user experiences.Supplemental16174
  21. 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.Core16193
  22. 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.Core16172
  23. Purchase or negotiate placement of listings in local search engines, directories, or digital mapping technologies.Core20331
  24. 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.Core16185
  25. Develop transactional Web applications, using Web programming software and knowledge of programming languages, such as hypertext markup language (HTML) and extensible markup language (XML).Supplemental16184
  26. Execute or manage social media campaigns to inform search marketing tactics.Core20325
  27. Conduct financial modeling for online marketing programs or Web site revenue forecasting.Core16187
  28. Identify and develop commercial or technical specifications, such as usability, pricing, checkout, or data security, to promote transactional internet-enabled commerce functionality.Supplemental16183
  29. Define product requirements, based on market research analysis, in collaboration with user interface design and engineering staff.Supplemental16177
  30. Execute or manage banner, video, or other non-text link ad campaigns.Supplemental20324
  31. Assist in the evaluation or negotiation of contracts with vendors or online partners.Supplemental16178
  32. Prepare electronic commerce designs or prototypes, such as storyboards, mock-ups, or other content, using graphics design software.Supplemental16181
  33. Assist in the development of online transaction or security policies.Supplemental16180
  34. Execute and manage communications with digital journalists or bloggers.Supplemental20323
  35. Resolve product availability problems in collaboration with customer service staff.Supplemental16173
  36. Identify methods for interfacing Web application technologies with enterprise resource planning or other system software.Supplemental16176

Technology Skills

From O*NET 30.3, 67 examples in 24 categories, 28 Hot Technology

Free · O*NET 30.3

Analytical or scientific software

  • Adobe AnalyticsIn Demand

Web page creation and editing software

  • Adobe Dreamweaver
  • Content management systems CMSIn Demand
  • FacebookHot Technology
  • Google Webmaster Tools
  • LinkedIn
  • WordPressHot TechnologyIn Demand

Graphics or photo imaging software

  • Adobe PhotoshopHot Technology
  • JamBoard

Web platform development software

  • Ahrefs Site ExplorerIn Demand
  • AJAXHot Technology
  • Cascading style sheets CSSHot TechnologyIn Demand
  • Drupal
  • Hypertext markup language HTMLHot TechnologyIn Demand
  • JavaScriptHot TechnologyIn Demand
  • Majestic SEO
  • Microsoft ASP.NETHot Technology
  • Moz search engine optimization SEO softwareIn Demand
  • Oracle JavaServer Pages JSP
  • PHPHot Technology
  • Screaming Frog SEO SpiderIn Demand
  • SemrushIn Demand
  • seoClarity

Data base management system software

  • Apache Solr
  • ElasticsearchHot Technology
  • MySQLHot Technology

Business intelligence and data analysis software

  • Atlas Search
  • BrightEdge
  • Conductor Searchlight
  • Google Looker AnalyticsHot TechnologyIn Demand
  • IBM Digital Analytics
  • Searchmetrics Suite
  • TableauHot Technology

Sales and marketing software

  • Bing AdsIn Demand
  • Google AdsIn Demand
  • Google Search Ads 360
  • Google Tag ManagerIn Demand
  • HubSpot softwareHot Technology
  • Marketo Marketing AutomationHot Technology

Customer relationship management CRM software

  • Customer information databases
  • Oracle Eloqua

Electronic mail software

  • Email software
  • Microsoft OutlookHot Technology
  • Yahoo! Email

Data base user interface and query software

  • GoogleIn Demand
  • Kanoodle
  • Microsoft AccessHot Technology
  • Microsoft Bing
  • Microsoft SQL ServerHot Technology
  • Online databases
  • Structured query language SQLHot Technology

Data mining software

  • Google AnalyticsHot TechnologyIn Demand

Enterprise resource planning ERP software

  • Microsoft Dynamics

Spreadsheet software

  • Microsoft ExcelHot TechnologyIn Demand

Office suite software

  • Microsoft Office softwareHot TechnologyIn Demand

Presentation software

  • Microsoft PowerPointHot TechnologyIn Demand

Project management software

  • Microsoft ProjectHot Technology

Process mapping and design software

  • Microsoft VisioHot Technology

Word processing software

  • Microsoft WordHot Technology

Document management software

  • Open Source Matters Joomla!

Object or component oriented development software

  • Oracle JavaHot Technology
  • PythonHot TechnologyIn Demand

Information retrieval or search software

  • Pinterest

Instant messaging software

  • Twitter
  • WhatsApp

Internet browser software

  • Web browser software

Video creation and editing software

  • YouTube

Detailed Work Activities

From O*NET 30.3, under their work activities; open one for the AI skills Workforce Automation maps to it

Free · O*NET 30.3

Judging the Qualities of Objects, Services, or People

  • Evaluate utility of software or hardware technologies.
    WFA · Part of the paid plan when accounts open

    WFA (Workforce Automation) analysis: 0 of 0 AI skills mapped to this activity, by automation level

    • No tools yet
    • Not mapped yet

Analyzing Data or Information

  • Analyze website or related online data to track trends or usage.
    WFA · Part of the paid plan when accounts open

    WFA (Workforce Automation) analysis: 0 of 0 AI skills mapped to this activity, by automation level

    • No tools yet
    • Not mapped yet
  • Analyze market or customer related data.
    WFA · Part of the paid plan when accounts open

    WFA (Workforce Automation) analysis: 0 of 0 AI skills mapped to this activity, by automation level

    • No tools yet
    • Not mapped yet

Making Decisions and Solving Problems

  • Implement advertising or marketing initiatives.
    WFA · Part of the paid plan when accounts open

    WFA (Workforce Automation) analysis: 0 of 0 AI skills mapped to this activity, by automation level

    • No tools yet
    • Not mapped yet

Thinking Creatively

  • Design computer modeling or simulation programs.
    WFA · Part of the paid plan when accounts open

    WFA (Workforce Automation) analysis: 0 of 0 AI skills mapped to this activity, by automation level

    • No tools yet
    • Not mapped yet
  • Design websites or web applications.
    WFA · Part of the paid plan when accounts open

    WFA (Workforce Automation) analysis: 0 of 0 AI skills mapped to this activity, by automation level

    • No tools yet
    • Not mapped yet
  • Prepare graphics or other visual representations of information.
    WFA · Part of the paid plan when accounts open

    WFA (Workforce Automation) analysis: 0 of 0 AI skills mapped to this activity, by automation level

    • No tools yet
    • Not mapped yet

Updating and Using Relevant Knowledge

  • Update knowledge about emerging industry or technology trends.
    WFA · Part of the paid plan when accounts open

    WFA (Workforce Automation) analysis: 5 of 9 AI skills mapped to this activity, by automation level

    • Augments 1
    • Informs 8

Working with Computers

  • Write computer programming code.
    WFA · Part of the paid plan when accounts open

    WFA (Workforce Automation) analysis: 0 of 0 AI skills mapped to this activity, by automation level

    • No tools yet
    • Not mapped yet

Drafting, Laying Out, and Specifying Technical Devices, Parts, and Equipment

  • Develop specifications or procedures for website development or maintenance.
    WFA · Part of the paid plan when accounts open

    WFA (Workforce Automation) analysis: 0 of 0 AI skills mapped to this activity, by automation level

    • No tools yet
    • Not mapped yet
  • Develop performance metrics or standards related to information technology.
    WFA · Part of the paid plan when accounts open

    WFA (Workforce Automation) analysis: 5 of 11 AI skills mapped to this activity, by automation level

    • Augments 4
    • Supports 4
    • Informs 3
  • Develop guidelines for system implementation.
    WFA · Part of the paid plan when accounts open

    WFA (Workforce Automation) analysis: 0 of 0 AI skills mapped to this activity, by automation level

    • No tools yet
    • Not mapped yet
  • Develop computer or information security policies or procedures.
    WFA · Part of the paid plan when accounts open

    WFA (Workforce Automation) analysis: 4 of 4 AI skills mapped to this activity, by automation level

    • Augments 3
    • Supports 1

Communicating with Supervisors, Peers, or Subordinates

  • Collaborate with others to develop or implement marketing strategies.
    WFA · Part of the paid plan when accounts open

    WFA (Workforce Automation) analysis: 0 of 0 AI skills mapped to this activity, by automation level

    • No tools yet
    • Not mapped yet
  • Collaborate with others to determine design specifications or details.
    WFA · Part of the paid plan when accounts open

    WFA (Workforce Automation) analysis: 5 of 10 AI skills mapped to this activity, by automation level

    • Augments 3
    • Supports 7

Communicating with People Outside the Organization

  • Provide customer service to clients or users.
    WFA · Part of the paid plan when accounts open

    WFA (Workforce Automation) analysis: 0 of 0 AI skills mapped to this activity, by automation level

    • No tools yet
    • Not mapped yet

Guiding, Directing, and Motivating Subordinates

  • Coordinate project activities with other personnel or departments.
    WFA · Part of the paid plan when accounts open

    WFA (Workforce Automation) analysis: 5 of 9 AI skills mapped to this activity, by automation level

    • Augments 5
    • Supports 4
  • Coordinate resource procurement activities.
    WFA · Part of the paid plan when accounts open

    WFA (Workforce Automation) analysis: 0 of 0 AI skills mapped to this activity, by automation level

    • No tools yet
    • Not mapped yet

Providing Consultation and Advice to Others

  • Recommend changes to improve computer or information systems.
    WFA · Part of the paid plan when accounts open

    WFA (Workforce Automation) analysis: 0 of 0 AI skills mapped to this activity, by automation level

    • No tools yet
    • Not mapped yet

Monitoring and Controlling Resources

  • Maintain the inventory of equipment.
    WFA · Part of the paid plan when accounts open

    WFA (Workforce Automation) analysis: 0 of 0 AI skills mapped to this activity, by automation level

    • No tools yet
    • Not mapped yet

Job Zone

From O*NET 30.3

Free · O*NET 30.3

Job Zone Four: Considerable Preparation Needed

Workforce Automation analysis, not part of the source

WFA coverage: AI skills for this job

WFA · Part of the paid plan when accounts open

Pilot mapping: these skill links come from our seed list and haven’t been reviewed yet. Expect them to change as each one is checked.

DWAs covered by an AI skill5 of 20
Distinct tools38
Level mix
  • Augments 14
  • Supports 14
  • Informs 11

Equivalents

NICE work roles, with their DCWF equivalents

Mapped to this job by the ETO-CSET NICE/O*NET crosswalk (2024); roles from NICE Framework Components v2.2.0, DCWF equivalents from DoD DCWF Tool v5.3 (2026-09-25)

Free · NICE Framework Components v2.2.0 and DoD DCWF Tool v5.3 (2026-09-25)

No NICE work role maps to this job.