A Search Marketing Specialist is responsible for improving the ranking of websites in search engine results and may also be responsible for Internet marketing. Someone in this position could work for an agency and help with a variety of client accounts, or she could work for a company large enough to require a full-time employee in this position. This position typically requires a four-year undergraduate degree in a related field, as well as industry certifications and communication skills.
The marketer’s job may include attempting to improve organic search results by improving the sites’ evaluation by search engines. Some of these responsibilities may include keyword research for use in the website’s description and content. Effective keyword use can help search engines rank sites higher in search results, increasing the likelihood that users will visit those sites.
Paid search and pay per click (PPC) campaigns may also be created and managed by the Search Marketing Specialist. A professional can create campaigns that target people who are likely to be interested in the website’s products or services while staying within budget. Link building is one of the specialist’s other responsibilities, which entails arranging for links to be placed on third-party websites or blogs.
Those in this position may also look into the competition of the organization for which they are working. She may conduct a market analysis and make recommendations for Internet and social media marketing campaigns. The Search Marketing Specialist job description may also include analyzing web usage reports and making recommendations for changes to content or website organization based on those findings.
The field is rapidly changing, so the Search Marketing Specialist will need to stay up to date on industry news and trends. This may necessitate reading industry leaders’ websites, blogs, and social media accounts. A Search Marketing Specialist can also attend conferences to expand their knowledge and network with other professionals.
Many employers list a bachelor’s degree in marketing or management information systems (MIS) as one of their requirements for a Search Marketing Specialist. It is preferable if you have prior experience in the field. Web design skills, such as knowledge of HTML, CSS, and content management systems, may be desired by an employer (CMS). Certification and training in specific technologies related to Search Marketing responsibilities can be beneficial.
A Search Marketing Specialist, whether employed by an agency or a large corporation, frequently interacts with external and internal clients. She needs to know how to present data for the company’s various Internet marketing campaigns. As a result, excellent verbal and written communication skills are required.