{
  "entityType": "role",
  "schemaVersion": "role.v1",
  "slug": "role-13-1161-01",
  "socCode": "13-1161.01",
  "title": "Search Marketing Strategists",
  "summary": "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.",
  "aliases": [
    "Digital Media Planner",
    "Online Marketing Consultant",
    "Paid Search Strategist",
    "SEO Strategist (Search Engine Optimization Strategist)",
    "Digital Marketing Strategist",
    "Internet Marketing Specialist",
    "Marketing Consultant",
    "Paid Search Consultant",
    "Search Engine Optimization Consultant (SEO Consultant)",
    "Social Media Specialist",
    "Customer Experience Strategist",
    "Digital Marketer"
  ],
  "tasks": [
    {
      "text": "Participate in the development or implementation of online marketing strategy.",
      "type": "Core",
      "iwa": "4.A.2.b.1.i"
    },
    {
      "text": "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.",
      "type": "Core",
      "iwa": "4.A.2.a.4.b"
    },
    {
      "text": "Manage tracking and reporting of search-related activities and provide analyses to marketing executives.",
      "type": "Core",
      "iwa": "4.A.2.a.4.b"
    },
    {
      "text": "Optimize digital assets, such as text, graphics, or multimedia assets, for search engine optimization (SEO) or for display and usability on internet-connected devices.",
      "type": "Core",
      "iwa": "4.A.2.b.2.b"
    },
    {
      "text": "Optimize Web site exposure by analyzing search engine patterns to direct online placement of keywords or other content.",
      "type": "Core",
      "iwa": "4.A.2.a.4.b"
    },
    {
      "text": "Coordinate with developers to optimize Web site architecture, server configuration, or page construction for search engine consumption and optimal visibility.",
      "type": "Core",
      "iwa": "4.A.2.b.2.b"
    },
    {
      "text": "Assist in setting up or optimizing analytics tools for tracking visitors' behaviors.",
      "type": "Core",
      "iwa": "4.A.2.b.2.b"
    },
    {
      "text": "Identify appropriate Key Performance Indicators (KPIs) and report key metrics from digital campaigns.",
      "type": "Core",
      "iwa": "4.A.3.b.2.a"
    },
    {
      "text": "Create content strategies for digital media.",
      "type": "Core",
      "iwa": "4.A.2.b.1.i"
    },
    {
      "text": "Combine secondary data sources with keyword research to more accurately profile and satisfy user intent.",
      "type": "Core",
      "iwa": "4.A.2.a.4.b"
    },
    {
      "text": "Collaborate with other marketing staff to integrate and complement marketing strategies across multiple sales channels.",
      "type": "Core",
      "iwa": "4.A.4.a.2.e"
    },
    {
      "text": "Optimize shopping cart experience or Web site conversion rates against Key Performance Indicators (KPIs).",
      "type": "Core",
      "iwa": "4.A.2.b.2.b"
    }
  ],
  "emergingTasks": [],
  "activities": [
    {
      "name": "Update knowledge about emerging industry or technology trends.",
      "iwa": "4.A.2.b.3.a"
    },
    {
      "name": "Provide customer service to clients or users.",
      "iwa": "4.A.4.a.3.c"
    },
    {
      "name": "Evaluate utility of software or hardware technologies.",
      "iwa": "4.A.2.a.1.g"
    },
    {
      "name": "Maintain the inventory of equipment.",
      "iwa": "4.A.4.c.3.a"
    },
    {
      "name": "Develop guidelines for system implementation.",
      "iwa": "4.A.3.b.2.f"
    },
    {
      "name": "Collaborate with others to determine design specifications or details.",
      "iwa": "4.A.4.a.2.h"
    },
    {
      "name": "Coordinate resource procurement activities.",
      "iwa": "4.A.4.b.4.j"
    },
    {
      "name": "Collaborate with others to develop or implement marketing strategies.",
      "iwa": "4.A.4.a.2.e"
    },
    {
      "name": "Develop computer or information security policies or procedures.",
      "iwa": "4.A.3.b.2.f"
    },
    {
      "name": "Prepare graphics or other visual representations of information.",
      "iwa": "4.A.2.b.2.o"
    },
    {
      "name": "Implement advertising or marketing initiatives.",
      "iwa": "4.A.2.b.1.i"
    },
    {
      "name": "Develop specifications or procedures for website development or maintenance.",
      "iwa": "4.A.3.b.2.a"
    },
    {
      "name": "Design websites or web applications.",
      "iwa": "4.A.2.b.2.b"
    },
    {
      "name": "Write computer programming code.",
      "iwa": "4.A.3.b.1.a"
    },
    {
      "name": "Coordinate project activities with other personnel or departments.",
      "iwa": "4.A.4.b.4.j"
    },
    {
      "name": "Analyze market or customer related data.",
      "iwa": "4.A.2.a.4.b"
    },
    {
      "name": "Design computer modeling or simulation programs.",
      "iwa": "4.A.2.b.2.b"
    },
    {
      "name": "Analyze website or related online data to track trends or usage.",
      "iwa": "4.A.2.a.4.b"
    },
    {
      "name": "Recommend changes to improve computer or information systems.",
      "iwa": "4.A.4.b.6.d"
    },
    {
      "name": "Develop performance metrics or standards related to information technology.",
      "iwa": "4.A.3.b.2.a"
    }
  ],
  "capabilities": [
    {
      "name": "Sales and Marketing",
      "family": "knowledge",
      "value": 4.61
    },
    {
      "name": "Computers and Electronics",
      "family": "knowledge",
      "value": 4.3
    },
    {
      "name": "English Language",
      "family": "knowledge",
      "value": 4.27
    },
    {
      "name": "Oral Comprehension",
      "family": "ability",
      "value": 4
    },
    {
      "name": "Written Comprehension",
      "family": "ability",
      "value": 4
    },
    {
      "name": "Oral Expression",
      "family": "ability",
      "value": 4
    },
    {
      "name": "Reading Comprehension",
      "family": "essential_skill",
      "value": 3.88
    },
    {
      "name": "Complex Problem Solving",
      "family": "transferable_skill",
      "value": 3.88
    },
    {
      "name": "Written Expression",
      "family": "ability",
      "value": 3.88
    },
    {
      "name": "Fluency of Ideas",
      "family": "ability",
      "value": 3.88
    },
    {
      "name": "Problem Sensitivity",
      "family": "ability",
      "value": 3.88
    },
    {
      "name": "Deductive Reasoning",
      "family": "ability",
      "value": 3.88
    },
    {
      "name": "Communications and Media",
      "family": "knowledge",
      "value": 3.87
    },
    {
      "name": "Active Listening",
      "family": "essential_skill",
      "value": 3.75
    },
    {
      "name": "Critical Thinking",
      "family": "essential_skill",
      "value": 3.75
    },
    {
      "name": "Active Learning",
      "family": "essential_skill",
      "value": 3.75
    },
    {
      "name": "Judgment and Decision Making",
      "family": "transferable_skill",
      "value": 3.75
    },
    {
      "name": "Inductive Reasoning",
      "family": "ability",
      "value": 3.75
    },
    {
      "name": "Information Ordering",
      "family": "ability",
      "value": 3.75
    },
    {
      "name": "Speech Recognition",
      "family": "ability",
      "value": 3.75
    },
    {
      "name": "Speech Clarity",
      "family": "ability",
      "value": 3.75
    },
    {
      "name": "Speaking",
      "family": "essential_skill",
      "value": 3.62
    },
    {
      "name": "Mathematics",
      "family": "knowledge",
      "value": 3.52
    },
    {
      "name": "Writing",
      "family": "essential_skill",
      "value": 3.5
    },
    {
      "name": "Category Flexibility",
      "family": "ability",
      "value": 3.5
    },
    {
      "name": "Monitoring",
      "family": "essential_skill",
      "value": 3.38
    },
    {
      "name": "Systems Analysis",
      "family": "transferable_skill",
      "value": 3.38
    },
    {
      "name": "Systems Evaluation",
      "family": "transferable_skill",
      "value": 3.38
    },
    {
      "name": "Coordination",
      "family": "transferable_skill",
      "value": 3.25
    },
    {
      "name": "Persuasion",
      "family": "transferable_skill",
      "value": 3.25
    },
    {
      "name": "Originality",
      "family": "ability",
      "value": 3.25
    },
    {
      "name": "Instructing",
      "family": "transferable_skill",
      "value": 3.12
    },
    {
      "name": "Time Management",
      "family": "transferable_skill",
      "value": 3.12
    },
    {
      "name": "Flexibility of Closure",
      "family": "ability",
      "value": 3.12
    },
    {
      "name": "Near Vision",
      "family": "ability",
      "value": 3.12
    },
    {
      "name": "Customer and Personal Service",
      "family": "knowledge",
      "value": 3.04
    },
    {
      "name": "Social Perceptiveness",
      "family": "transferable_skill",
      "value": 3
    },
    {
      "name": "Negotiation",
      "family": "transferable_skill",
      "value": 3
    },
    {
      "name": "Service Orientation",
      "family": "transferable_skill",
      "value": 3
    },
    {
      "name": "Selective Attention",
      "family": "ability",
      "value": 3
    }
  ],
  "skills": [
    {
      "name": "English Language",
      "type": "Common Skill"
    },
    {
      "name": "Reading Comprehension",
      "type": "Common Skill"
    },
    {
      "name": "Deductive Reasoning",
      "type": "Common Skill"
    },
    {
      "name": "Complex Problem Solving",
      "type": "Common Skill"
    },
    {
      "name": "Speech Recognition",
      "type": "Specialized Skill"
    },
    {
      "name": "Information Ordering",
      "type": "Specialized Skill"
    },
    {
      "name": "Inductive Reasoning",
      "type": "Common Skill"
    },
    {
      "name": "Critical Thinking",
      "type": "Common Skill"
    },
    {
      "name": "Active Listening",
      "type": "Common Skill"
    },
    {
      "name": "Active Learning",
      "type": "Common Skill"
    },
    {
      "name": "Mathematics",
      "type": "Common Skill"
    },
    {
      "name": "Writing",
      "type": "Common Skill"
    },
    {
      "name": "WordPress",
      "type": "Specialized Skill"
    },
    {
      "name": "Microsoft PowerPoint",
      "type": "Common Skill"
    },
    {
      "name": "Microsoft Excel",
      "type": "Common Skill"
    },
    {
      "name": "Google Analytics",
      "type": "Specialized Skill"
    },
    {
      "name": "Systems Analysis",
      "type": "Specialized Skill"
    },
    {
      "name": "Time Management",
      "type": "Common Skill"
    },
    {
      "name": "Instructing",
      "type": "Specialized Skill"
    },
    {
      "name": "Social Perceptiveness",
      "type": "Common Skill"
    },
    {
      "name": "Negotiation",
      "type": "Common Skill"
    },
    {
      "name": "MySQL",
      "type": "Specialized Skill"
    },
    {
      "name": "Microsoft Word",
      "type": "Common Skill"
    },
    {
      "name": "Microsoft Visio",
      "type": "Specialized Skill"
    },
    {
      "name": "Microsoft Project",
      "type": "Specialized Skill"
    },
    {
      "name": "Microsoft Outlook",
      "type": "Common Skill"
    },
    {
      "name": "Microsoft Access",
      "type": "Specialized Skill"
    },
    {
      "name": "Facebook",
      "type": "Specialized Skill"
    },
    {
      "name": "Elasticsearch",
      "type": "Specialized Skill"
    },
    {
      "name": "Adobe Photoshop",
      "type": "Specialized Skill"
    },
    {
      "name": "Psychology",
      "type": "Specialized Skill"
    },
    {
      "name": "Learning Strategies",
      "type": "Specialized Skill"
    },
    {
      "name": "Google Tag Manager",
      "type": "Specialized Skill"
    },
    {
      "name": "Google Ads",
      "type": "Specialized Skill"
    },
    {
      "name": "Bing Ads",
      "type": "Specialized Skill"
    },
    {
      "name": "Ahrefs Site Explorer",
      "type": "Specialized Skill"
    },
    {
      "name": "Adobe Analytics",
      "type": "Specialized Skill"
    },
    {
      "name": "Geography",
      "type": "Specialized Skill"
    },
    {
      "name": "Visualization",
      "type": "Specialized Skill"
    },
    {
      "name": "Whatsapp",
      "type": "Specialized Skill"
    }
  ],
  "tools": [
    {
      "example": "Cascading style sheets CSS",
      "category": "Web platform development software",
      "hot": true,
      "inDemand": true
    },
    {
      "example": "Google Analytics",
      "category": "Data mining software",
      "hot": true,
      "inDemand": true
    },
    {
      "example": "Google Looker Analytics",
      "category": "Business intelligence and data analysis software",
      "hot": true,
      "inDemand": true
    },
    {
      "example": "Hypertext markup language HTML",
      "category": "Web platform development software",
      "hot": true,
      "inDemand": true
    },
    {
      "example": "JavaScript",
      "category": "Web platform development software",
      "hot": true,
      "inDemand": true
    },
    {
      "example": "Microsoft Excel",
      "category": "Spreadsheet software",
      "hot": true,
      "inDemand": true
    },
    {
      "example": "Microsoft Office software",
      "category": "Office suite software",
      "hot": true,
      "inDemand": true
    },
    {
      "example": "Microsoft PowerPoint",
      "category": "Presentation software",
      "hot": true,
      "inDemand": true
    },
    {
      "example": "Python",
      "category": "Object or component oriented development software",
      "hot": true,
      "inDemand": true
    },
    {
      "example": "WordPress",
      "category": "Web page creation and editing software",
      "hot": true,
      "inDemand": true
    },
    {
      "example": "Adobe Photoshop",
      "category": "Graphics or photo imaging software",
      "hot": true,
      "inDemand": false
    },
    {
      "example": "AJAX",
      "category": "Web platform development software",
      "hot": true,
      "inDemand": false
    },
    {
      "example": "Elasticsearch",
      "category": "Data base management system software",
      "hot": true,
      "inDemand": false
    },
    {
      "example": "Facebook",
      "category": "Web page creation and editing software",
      "hot": true,
      "inDemand": false
    },
    {
      "example": "HubSpot software",
      "category": "Sales and marketing software",
      "hot": true,
      "inDemand": false
    },
    {
      "example": "Marketo Marketing Automation",
      "category": "Sales and marketing software",
      "hot": true,
      "inDemand": false
    },
    {
      "example": "Microsoft Access",
      "category": "Data base user interface and query software",
      "hot": true,
      "inDemand": false
    },
    {
      "example": "Microsoft ASP.NET",
      "category": "Web platform development software",
      "hot": true,
      "inDemand": false
    },
    {
      "example": "Microsoft Outlook",
      "category": "Electronic mail software",
      "hot": true,
      "inDemand": false
    },
    {
      "example": "Microsoft Project",
      "category": "Project management software",
      "hot": true,
      "inDemand": false
    },
    {
      "example": "Microsoft SQL Server",
      "category": "Data base user interface and query software",
      "hot": true,
      "inDemand": false
    },
    {
      "example": "Microsoft Visio",
      "category": "Process mapping and design software",
      "hot": true,
      "inDemand": false
    },
    {
      "example": "Microsoft Word",
      "category": "Word processing software",
      "hot": true,
      "inDemand": false
    },
    {
      "example": "MySQL",
      "category": "Data base management system software",
      "hot": true,
      "inDemand": false
    },
    {
      "example": "Oracle Java",
      "category": "Object or component oriented development software",
      "hot": true,
      "inDemand": false
    },
    {
      "example": "PHP",
      "category": "Web platform development software",
      "hot": true,
      "inDemand": false
    },
    {
      "example": "Structured query language SQL",
      "category": "Data base user interface and query software",
      "hot": true,
      "inDemand": false
    },
    {
      "example": "Tableau",
      "category": "Business intelligence and data analysis software",
      "hot": true,
      "inDemand": false
    },
    {
      "example": "Adobe Analytics",
      "category": "Analytical or scientific software",
      "hot": false,
      "inDemand": true
    },
    {
      "example": "Ahrefs Site Explorer",
      "category": "Web platform development software",
      "hot": false,
      "inDemand": true
    },
    {
      "example": "Bing Ads",
      "category": "Sales and marketing software",
      "hot": false,
      "inDemand": true
    },
    {
      "example": "Content management systems CMS",
      "category": "Web page creation and editing software",
      "hot": false,
      "inDemand": true
    },
    {
      "example": "Google",
      "category": "Data base user interface and query software",
      "hot": false,
      "inDemand": true
    },
    {
      "example": "Google Ads",
      "category": "Sales and marketing software",
      "hot": false,
      "inDemand": true
    },
    {
      "example": "Google Tag Manager",
      "category": "Sales and marketing software",
      "hot": false,
      "inDemand": true
    },
    {
      "example": "Moz search engine optimization SEO software",
      "category": "Web platform development software",
      "hot": false,
      "inDemand": true
    },
    {
      "example": "Screaming Frog SEO Spider",
      "category": "Web platform development software",
      "hot": false,
      "inDemand": true
    },
    {
      "example": "Semrush",
      "category": "Web platform development software",
      "hot": false,
      "inDemand": true
    },
    {
      "example": "Adobe Dreamweaver",
      "category": "Web page creation and editing software",
      "hot": false,
      "inDemand": false
    },
    {
      "example": "Apache Solr",
      "category": "Data base management system software",
      "hot": false,
      "inDemand": false
    }
  ],
  "workContext": [
    {
      "name": "E-Mail",
      "value": 4.91
    },
    {
      "name": "Spend Time Sitting",
      "value": 4.87
    },
    {
      "name": "Indoors, Environmentally Controlled",
      "value": 4.26
    },
    {
      "name": "Freedom to Make Decisions",
      "value": 4.26
    },
    {
      "name": "Telephone Conversations",
      "value": 4.22
    },
    {
      "name": "Determine Tasks, Priorities and Goals",
      "value": 4.22
    },
    {
      "name": "Face-to-Face Discussions with Individuals and Within Teams",
      "value": 4
    },
    {
      "name": "Impact of Decisions on Co-workers or Company Results",
      "value": 3.74
    },
    {
      "name": "Importance of Being Exact or Accurate",
      "value": 3.74
    },
    {
      "name": "Time Pressure",
      "value": 3.74
    },
    {
      "name": "Work With or Contribute to a Work Group or Team",
      "value": 3.65
    },
    {
      "name": "Contact With Others",
      "value": 3.57
    },
    {
      "name": "Level of Competition",
      "value": 3.52
    },
    {
      "name": "Frequency of Decision Making",
      "value": 3.43
    },
    {
      "name": "Coordinate or Lead Others in Accomplishing Work Activities",
      "value": 3
    },
    {
      "name": "Work Outcomes and Results of Other Workers",
      "value": 2.91
    },
    {
      "name": "Importance of Repeating Same Tasks",
      "value": 2.83
    },
    {
      "name": "Physical Proximity",
      "value": 2.52
    },
    {
      "name": "Written Letters and Memos",
      "value": 2.48
    },
    {
      "name": "Conflict Situations",
      "value": 2.35
    },
    {
      "name": "Spend Time Making Repetitive Motions",
      "value": 2.22
    },
    {
      "name": "Degree of Automation",
      "value": 2.17
    },
    {
      "name": "Public Speaking",
      "value": 2.13
    },
    {
      "name": "Spend Time Using Your Hands to Handle, Control, or Feel Objects, Tools, or Controls",
      "value": 2.13
    },
    {
      "name": "Deal With External Customers or the Public in General",
      "value": 2.09
    },
    {
      "name": "Dealing With Unpleasant, Angry, or Discourteous People",
      "value": 2.09
    },
    {
      "name": "Consequence of Error",
      "value": 2.04
    },
    {
      "name": "Exposed to Sounds, Noise Levels that are Distracting or Uncomfortable",
      "value": 1.83
    },
    {
      "name": "Spend Time Standing",
      "value": 1.65
    },
    {
      "name": "Health and Safety of Other Workers",
      "value": 1.3
    },
    {
      "name": "In an Enclosed Vehicle or Operate Enclosed Equipment",
      "value": 1.22
    },
    {
      "name": "Spend Time Walking or Running",
      "value": 1.17
    },
    {
      "name": "Pace Determined by Speed of Equipment",
      "value": 1.13
    },
    {
      "name": "Indoors, Not Environmentally Controlled",
      "value": 1.04
    },
    {
      "name": "Outdoors, Exposed to All Weather Conditions",
      "value": 1.04
    },
    {
      "name": "Outdoors, Under Cover",
      "value": 1.04
    },
    {
      "name": "Spend Time Kneeling, Crouching, Stooping, or Crawling",
      "value": 1.04
    },
    {
      "name": "Spend Time Bending or Twisting Your Body",
      "value": 1.04
    },
    {
      "name": "Wear Common Protective or Safety Equipment such as Safety Shoes, Glasses, Gloves, Hearing Protection, Hard Hats, or Life Jackets",
      "value": 1.04
    },
    {
      "name": "Dealing with Violent or Physically Aggressive People",
      "value": 1
    }
  ],
  "preparation": {
    "jobZone": "4",
    "jobZoneName": "Job Zone Four: Considerable Preparation Needed",
    "education": "Most of these occupations require a four-year bachelor's degree, but some do not.",
    "experience": "A considerable amount of work-related skill, knowledge, or experience is needed for these occupations. For example, an accountant must complete four years of college and work for several years in accounting to be considered qualified.",
    "svpRange": "(7.0 to < 8.0)",
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