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13-1161.01 · Task explorer

Search Marketing Strategists: reported tasks and exploration worksheet

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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This source lists 36 tasks, including 25 marked Core and 11 marked Supplemental. Labels and dates are retained below. Employers can combine or divide these responsibilities differently; explore the task itself before assuming it belongs in every version of the role.

Task source dates: 08/2021.

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36 tasks shown

Core · Task 20328 · 08/2021 · Occupational Expert

Manage tracking and reporting of search-related activities and provide analyses to marketing executives.

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Core · Task 20329 · 08/2021 · Occupational Expert

Optimize digital assets, such as text, graphics, or multimedia assets, for search engine optimization (SEO) or for display and usability on internet-connected devices.

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Core · Task 16192 · 08/2021 · Occupational Expert

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.

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Core · Task 16182 · 08/2021 · Occupational Expert

Participate in the development or implementation of online marketing strategy.

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Core · Task 16190 · 08/2021 · Occupational Expert

Optimize Web site exposure by analyzing search engine patterns to direct online placement of keywords or other content.

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Core · Task 20320 · 08/2021 · Occupational Expert

Coordinate with developers to optimize Web site architecture, server configuration, or page construction for search engine consumption and optimal visibility.

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Core · Task 20318 · 08/2021 · Occupational Expert

Assist in setting up or optimizing analytics tools for tracking visitors' behaviors.

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Core · Task 20326 · 08/2021 · Occupational Expert

Identify appropriate Key Performance Indicators (KPIs) and report key metrics from digital campaigns.

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Core · Task 20321 · 08/2021 · Occupational Expert

Create content strategies for digital media.

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Core · Task 20319 · 08/2021 · Occupational Expert

Combine secondary data sources with keyword research to more accurately profile and satisfy user intent.

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Core · Task 16189 · 08/2021 · Occupational Expert

Collaborate with other marketing staff to integrate and complement marketing strategies across multiple sales channels.

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Core · Task 20330 · 08/2021 · Occupational Expert

Optimize shopping cart experience or Web site conversion rates against Key Performance Indicators (KPIs).

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Core · Task 20327 · 08/2021 · Occupational Expert

Improve search-related activities through ongoing analysis, experimentation, or optimization tests, using A/B or multivariate methods.

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Core · Task 16191 · 08/2021 · Occupational Expert

Conduct online marketing initiatives, such as paid ad placement, affiliate programs, sponsorship programs, email promotions, or viral marketing campaigns on social media Web sites.

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Core · Task 16186 · 08/2021 · Occupational Expert

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.

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Core · Task 16179 · 08/2021 · Occupational Expert

Propose online or multiple-sales-channel campaigns to marketing executives.

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Core · Task 20322 · 08/2021 · Occupational Expert

Evaluate new emerging media or technologies and make recommendations for their application within Internet marketing or search marketing campaigns.

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Core · Task 16188 · 08/2021 · Occupational Expert

Communicate and collaborate with merchants, Webmasters, bloggers, or online editors to strategically place hyperlinks.

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Core · Task 16175 · 08/2021 · Occupational Expert

Identify, evaluate, or procure hardware or software for implementing online marketing campaigns.

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Core · Task 16193 · 08/2021 · Occupational Expert

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.

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Core · Task 16172 · 08/2021 · Occupational Expert

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.

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Core · Task 20331 · 08/2021 · Occupational Expert

Purchase or negotiate placement of listings in local search engines, directories, or digital mapping technologies.

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Core · Task 16185 · 08/2021 · Occupational Expert

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.

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Core · Task 20325 · 08/2021 · Occupational Expert

Execute or manage social media campaigns to inform search marketing tactics.

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Core · Task 16187 · 08/2021 · Occupational Expert

Conduct financial modeling for online marketing programs or Web site revenue forecasting.

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Supplemental · Task 16174 · 08/2021 · Occupational Expert

Implement online customer service processes to ensure positive and consistent user experiences.

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Supplemental · Task 16184 · 08/2021 · Occupational Expert

Develop transactional Web applications, using Web programming software and knowledge of programming languages, such as hypertext markup language (HTML) and extensible markup language (XML).

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Supplemental · Task 16183 · 08/2021 · Occupational Expert

Identify and develop commercial or technical specifications, such as usability, pricing, checkout, or data security, to promote transactional internet-enabled commerce functionality.

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Supplemental · Task 16177 · 08/2021 · Occupational Expert

Define product requirements, based on market research analysis, in collaboration with user interface design and engineering staff.

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Supplemental · Task 20324 · 08/2021 · Occupational Expert

Execute or manage banner, video, or other non-text link ad campaigns.

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Supplemental · Task 16178 · 08/2021 · Occupational Expert

Assist in the evaluation or negotiation of contracts with vendors or online partners.

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Supplemental · Task 16181 · 08/2021 · Occupational Expert

Prepare electronic commerce designs or prototypes, such as storyboards, mock-ups, or other content, using graphics design software.

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Supplemental · Task 16180 · 08/2021 · Occupational Expert

Assist in the development of online transaction or security policies.

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Supplemental · Task 20323 · 08/2021 · Occupational Expert

Execute and manage communications with digital journalists or bloggers.

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Supplemental · Task 16173 · 08/2021 · Occupational Expert

Resolve product availability problems in collaboration with customer service staff.

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Supplemental · Task 16176 · 08/2021 · Occupational Expert

Identify methods for interfacing Web application technologies with enterprise resource planning or other system software.

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Source and practice material

Occupational context uses the O*NET® 31.0 Database from the U.S. Department of Labor, Employment and Training Administration, under CC BY 4.0. View the occupation.

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