NSXNational Skills ExchangeSign in
Back to Framework

Search Marketing Strategists

SOC 13-1161.01Job Zone 4 · Considerable Preparationv.26.05

Context coveredThis framework covers search marketing strategy practice across in-house and agency environments, spanning SEO, paid search, analytics, web optimization, and executive stakeholder communication at Job Zone 4 preparation depth.

Sources:O*NET v30.2O*NET Resource Center — Occupational Information Network, v30.2 (Sept 2025). Opens in new tab.SkillsCrosswalkSkillsCrosswalk — O*NET enrichment + adjacency index. Opens in new tab.
Emerging
Entry / Apprentice
  1. Web metrics data — collect and organize using analytics platforms such as Google Analytics under direct supervision in a digital marketing environment.
  2. Search engine optimization fundamentals — apply to existing web page content by following established keyword guidelines provided by senior strategists.
  3. Click-through rates and conversion rates — identify and document from campaign dashboards to support routine reporting tasks assigned by marketing managers.
  4. Digital asset metadata — update and format for SEO compliance using web page editing software under the guidance of a senior team member.
  5. Key Performance Indicators — locate and record from pre-configured campaign reports to contribute to weekly performance summaries.
  6. Analytics tracking tools — assist in configuring basic visitor behavior settings according to documented setup procedures on live client websites.
  7. Search engine result patterns — observe and describe using keyword research tools to support placement recommendations made by experienced strategists.
  8. Online marketing strategy documents — read and synthesize relevant sections to prepare briefing notes for team planning meetings.
  9. Web developer communication — participate in structured meetings to relay SEO requirements for page construction tasks under manager direction.
  10. Competitor keyword activity — monitor and log using standard search marketing software to populate competitive intelligence trackers maintained by the team.
Developing
Mid-level / Established
  1. Web metrics reports — compile and interpret including visits, page views, and cost-per-click data to deliver monthly performance analyses to marketing stakeholders.
  2. Digital assets including text, images, and multimedia — optimize for SEO and cross-device usability by applying established best-practice frameworks with minimal oversight.
  3. Keyword strategy — develop and refine by analyzing search engine patterns to direct content placement across client or organizational websites.
  4. Campaign KPIs — select and track appropriate indicators aligned to client objectives, producing clear written summaries for marketing executives.
  5. Analytics platform configurations — set up and adjust goal tracking and event monitoring to capture accurate visitor behavior data across digital properties.
  6. Online marketing strategy — contribute to development and implementation by preparing channel-specific recommendations based on search performance data.
  7. Web architecture consultations — coordinate with developers to communicate SEO requirements for server configuration and URL structure improvements.
  8. Business intelligence software — use routinely to identify traffic trends and anomalies, translating findings into actionable optimization recommendations.
  9. Paid search campaigns — manage keyword bids and ad copy iterations by applying data-driven adjustments in a fast-paced agency or in-house environment.
  10. Stakeholder presentations — prepare and deliver search performance updates using clear verbal and written communication tailored to non-technical marketing audiences.
Proficient
Senior / Expert IC
  1. Comprehensive search analytics reports — design and produce autonomously, integrating multi-channel metrics such as transaction volume, revenue, and cost-per-acquisition for executive decision-making.
  2. Full-scope SEO audits — conduct independently across large or complex websites, identifying technical, content, and authority gaps and prioritizing remediation roadmaps.
  3. Cross-functional digital campaigns — lead planning and execution by integrating paid search, organic search, and content strategies to meet measurable business objectives.
  4. Non-routine algorithmic changes — diagnose and respond to by applying inductive and deductive reasoning to traffic pattern shifts affecting client search visibility.
  5. Advanced analytics instrumentation — architect and validate including custom dimensions, attribution models, and multi-touch tracking across enterprise-level web properties.
  6. Web development team collaboration — direct technical SEO requirements for site architecture, schema markup, and Core Web Vitals improvements in agile project environments.
  7. KPI frameworks — define and implement for diverse client verticals, aligning search marketing metrics to broader organizational revenue and growth targets.
  8. Search marketing budgets — manage and optimize by modeling cost-per-click and cost-per-acquisition scenarios to maximize return on advertising spend.
  9. Complex problem-solving — apply across simultaneous client portfolios by synthesizing competitive intelligence, keyword data, and audience behavior into cohesive search strategies.
  10. Junior and mid-level team members — mentor on analytics interpretation and optimization techniques, elevating team-wide capability in data-driven decision-making.
Advanced
Lead / Principal / Executive
  1. Enterprise search marketing strategy — set and champion across the organization by translating C-suite business objectives into integrated SEO and paid search roadmaps.
  2. Organizational analytics infrastructure — lead the design and governance of, establishing standards for data collection, reporting integrity, and insight generation at scale.
  3. Cross-departmental alignment — drive between marketing, technology, product, and finance teams to embed search performance considerations into enterprise digital investment decisions.
  4. Industry-leading KPI methodologies — develop and publish by synthesizing emerging measurement practices, advancing organizational and sector-wide understanding of search marketing effectiveness.
  5. Senior marketing executives — advise through regular strategic briefings that connect search channel performance to revenue outcomes, brand health, and competitive positioning.
  6. High-performing search marketing teams — build and develop by establishing hiring criteria, capability development programs, and career pathways aligned to business growth.
  7. Emerging search technologies and algorithm shifts — evaluate and translate into forward-looking organizational strategy, ensuring sustained competitive advantage across digital channels.
  8. Agency or vendor partnerships — negotiate and govern by defining performance standards, contract terms, and accountability frameworks that protect organizational search marketing investments.
  9. Thought leadership and innovation culture — cultivate within the marketing function by championing experimentation, continuous learning, and evidence-based optimization at the principal level.
  10. Budget allocation decisions at organizational scale — inform and authorize by modeling multi-year search marketing investment scenarios against projected customer acquisition and lifetime value targets.

AI-at-Work Competency Framework

Sources:Anthropic Economic IndexAnthropic Economic Index — release_2026_03_24. Opens in new tab.Jadhav & Danve, 2026Skill Automation Feasibility Index — Jadhav & Danve, 2026 (arXiv:2604.06906). Opens in new tab.WEF Skills TaxonomyWEF Skills Taxonomy 2021 — Building a Common Language for Skills at Work. Opens in new tab.

A 4-level framework describing how a worker at each mastery level uses, directs, and evaluates AI tools in this occupation. Each statement cites its evidence inline. Subscribe for $19.99/mo to read the full framework — or sign in if you have a subscription.

  1. Emerging
  2. Developing
  3. Proficient
  4. Advanced
Monthly subscription · Stripe-hosted · unlocks AI-at-Work and Pathsmith™ Durable Skills across the full library

Pathsmith™ Durable Skills Framework

Sources:Pathsmith™ Durable SkillsPathsmith™ Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab.O*NET v30.2O*NET Resource Center — Occupational Information Network, v30.2 (Sept 2025). Opens in new tab.
Subscriber feature

Ten durable-skill domains mapped to four proficiency levels for this occupation. Subscribe to unlock the full Pathsmith™ Durable Skills Framework across all 1,016 occupations.

Monthly subscription · Stripe-hosted · unlocks AI-at-Work and Pathsmith™ Durable Skills across the full library
Show O*NET source anchors58 anchors · skillscrosswalk.com

O*NET enrichment · skillscrosswalk.com

Suggest an O*NET correction

Source anchors that ground each statement

Related titles
Customer Experience Strategist · Digital Marketer · Digital Marketing Strategist · Digital Media Planner · Digital Strategist · E-commerce Strategist · Electronic Commerce Specialist (E-Commerce Specialist) · Experience Planning Strategist · Experience Strategist · HTML Developer (HyperText Markup Language Developer) · Interactive Marketing Strategist · Interactive Media Marketing Specialist
RAPIDS apprenticeships
—
O*NET skills
Reading ComprehensionComplex Problem SolvingJudgment and Decision MakingActive LearningActive ListeningCritical ThinkingSpeakingWritingSystems AnalysisSystems EvaluationMonitoringCoordinationPersuasionInstructingTime ManagementSocial PerceptivenessNegotiationService Orientation
Knowledge domains
Sales and MarketingComputers and ElectronicsEnglish LanguageCommunications and MediaMathematicsCustomer and Personal Service
Abilities
Written ComprehensionOral ComprehensionOral ExpressionFluency of IdeasWritten ExpressionProblem SensitivityDeductive ReasoningInductive ReasoningSpeech RecognitionSpeech Clarity
Work styles
Attention to DetailInnovationAdaptabilityAchievement OrientationIntellectual CuriosityDependability
Technology
Analytical or scientific softwareWeb page creation and editing softwareGraphics or photo imaging softwareWeb platform development softwareData base management system softwareBusiness intelligence and data analysis softwareSales and marketing softwareCustomer relationship management CRM softwareElectronic mail softwareData base user interface and query software
Tasks · seed anchors for statements
  1. Manage tracking and reporting of search-related activities and provide analyses to marketing executives.
  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.
  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.
  4. Participate in the development or implementation of online marketing strategy.
  5. Optimize Web site exposure by analyzing search engine patterns to direct online placement of keywords or other content.
  6. Coordinate with developers to optimize Web site architecture, server configuration, or page construction for search engine consumption and optimal visibility.
  7. Assist in setting up or optimizing analytics tools for tracking visitors' behaviors.
  8. Identify appropriate Key Performance Indicators (KPIs) and report key metrics from digital campaigns.
CIP education codes
19.020319.090530.710245.060252.140152.140252.140352.140452.149952.190452.190552.190652.190752.190852.190952.1910

Sources: O*NET v30.2 (CC BY 4.0), SkillsCrosswalk.com, LER.me®, Anthropic Economic Index, SAFI (Jadhav & Danve, 2026), WEF Skills Taxonomy 2021, Pathsmith™ Durable Skills Framework. © 2026 EBSCOed.