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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.
Subscriber feature

Authoritative source data identified for 998 occupations

How a worker at each mastery level uses, directs, and evaluates AI tools in this occupation. Each statement cites its evidence inline; click a citation chip to verify the source.

Emerging
  1. AI-assisted keyword research — submits seed keyword lists to an LLM to generate expanded term variations and search intent groupings, then manually validates results against platform data before use Anthropic Economic IndexAnthropic Economic Index — release_2026_03_24. Opens in new tab..
  2. Basic reporting delegation — uses AI tools to draft initial summaries of campaign metrics such as click-through rates and cost-per-click, while the strategist reviews figures against raw platform exports for accuracy Anthropic Economic IndexAnthropic Economic Index — release_2026_03_24. Opens in new tab. WEF Skills TaxonomyWEF Skills Taxonomy 2021 — Building a Common Language for Skills at Work. Opens in new tab..
Developing
  1. Competitive content gap analysis — directs an AI assistant to scan and synthesize competitor landing pages and SERP features into a structured gap report, then applies professional judgment to prioritize recommendations 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..
  2. Ad copy iteration — prompts an LLM to generate multiple headline and description variants for paid search ads, evaluating outputs against brand voice guidelines and historical performance benchmarks before testing Anthropic Economic IndexAnthropic Economic Index — release_2026_03_24. Opens in new tab..
  3. Web metrics interpretation — feeds aggregated analytics exports into an AI tool to surface anomalies in conversion rates or traffic mix, then applies domain expertise to distinguish signal from noise before presenting findings to stakeholders Anthropic Economic IndexAnthropic Economic Index — release_2026_03_24. Opens in new tab. WEF Skills TaxonomyWEF Skills Taxonomy 2021 — Building a Common Language for Skills at Work. Opens in new tab..
Proficient
  1. Multi-channel keyword strategy — orchestrates an AI workflow that clusters high-volume keywords by intent, maps them to funnel stages, and flags cannibalization risks, retaining authorship of the final bidding and content architecture decisions 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..
  2. SEO content optimization pipeline — directs AI tools to rewrite existing page copy for on-page SEO alignment, applies editorial judgment on readability and brand consistency, and verifies structured data outputs against schema.org standards Anthropic Economic IndexAnthropic Economic Index — release_2026_03_24. Opens in new tab..
  3. Performance trend narrative — delegates first-draft executive reporting to an LLM given a structured data brief, then edits for strategic framing, accuracy, and alignment with business objectives before distribution Anthropic Economic IndexAnthropic Economic Index — release_2026_03_24. Opens in new tab. WEF Skills TaxonomyWEF Skills Taxonomy 2021 — Building a Common Language for Skills at Work. Opens in new tab..
  4. Search pattern monitoring — uses AI-driven SERP tracking tools to detect algorithmic shifts and emerging query patterns, then synthesizes findings into actionable strategy adjustments with documented rationale 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..
Advanced
  1. Cross-functional strategy integration — leads design of AI-assisted search marketing frameworks that connect paid, organic, and content signals into a unified attribution model, setting evaluation criteria and override protocols for automated recommendations 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..
  2. AI tool governance — defines prompt standards, output validation checklists, and human-review gates for the team's use of LLM tools across keyword research, bid optimization, and reporting workflows, ensuring analytical rigor is maintained at scale 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..
  3. Autonomous campaign experimentation — structures multi-variant test designs where AI agents manage bidding adjustments within defined guardrails, while the strategist monitors boundary conditions and terminates or escalates experiments based on business risk thresholds Anthropic Economic IndexAnthropic Economic Index — release_2026_03_24. Opens in new tab..
Evidence pack
AEI usage
Task observations: 946
Augment share: 94.6%
Time saved: 85.4%
AI autonomy: 3.20
SAFI positioning
Top skill: Reading Comprehension
Score: 45.5 / 100
Quadrant: Q2_ai_augmented
precision: exact
WEF cluster
Data Science and Analysis
data_science_and_analysis
Sources:Anthropic Economic IndexAnthropic Economic Index — release_2026_03_24. Opens in new tab.WEF Skills TaxonomyWEF Skills Taxonomy 2021 — Building a Common Language for Skills at Work. Opens in new tab.Jadhav & Danve, 2026Skill Automation Feasibility Index — Jadhav & Danve, 2026 (arXiv:2604.06906). Opens in new tab.

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/role levels for each occupation. Each statement is aligned to the Pathsmith taxonomy, derived from trusted grounding data and mapped to occupation-specific O*NET tasks and skills.

1Communication12 statements
Emerging
  1. Search metric summaries — translates basic campaign data into written reports for marketing team review 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.
  2. Keyword strategy rationale — explains foundational SEO concepts verbally to non-technical stakeholders using accessible language Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab.
  3. Campaign status updates — drafts clear email communications summarizing paid search performance against stated objectives O*NET v30.2O*NET Resource Center — Occupational Information Network, v30.2 (Sept 2025). Opens in new tab.
Developing
  1. Analytics narrative — constructs written analyses of web metrics including click-through rates and conversion rates for marketing executives 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.
  2. Cross-functional briefing — presents search strategy recommendations to developer and creative teams using structured verbal communication 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.
  3. KPI documentation — produces clear written definitions of selected key performance indicators and their measurement methodology for campaign stakeholders O*NET v30.2O*NET Resource Center — Occupational Information Network, v30.2 (Sept 2025). Opens in new tab.
Applying
  1. Executive reporting — delivers polished, data-driven presentations on search campaign performance tailored to the comprehension level of senior marketing leadership 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.
  2. Technical-to-business translation — communicates website architecture and server configuration requirements to developers while simultaneously framing business impact for executives O*NET v30.2O*NET Resource Center — Occupational Information Network, v30.2 (Sept 2025). Opens in new tab.
  3. Campaign debrief communication — authors comprehensive post-campaign analyses synthesizing traffic mix, cost per acquisition, and revenue outcomes into actionable written recommendations 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.
Exceeding
  1. Strategic narrative leadership — crafts organization-wide search marketing communication frameworks that align SEO and SEM messaging across channels and stakeholder groups Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab.
  2. Industry communication influence — authors thought leadership content translating complex search algorithm changes into strategic guidance consumed by both internal teams and external clients 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.
  3. Mentored reporting standards — establishes and coaches junior strategists on organizational standards for search analytics communication and executive presentation Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab.
2Leadership10 statements
Emerging
  1. Campaign initiative — proactively identifies underperforming keyword sets and proposes optimization adjustments without being directed Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab.
  2. Team contribution ownership — accepts responsibility for assigned tracking and reporting deliverables within broader search marketing projects 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.
Developing
  1. Cross-team coordination — leads coordination efforts with web developers to align site architecture changes with search visibility goals 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.
  2. Analytics tool ownership — takes initiative in configuring and improving analytics tracking setups, guiding stakeholders through implementation decisions O*NET v30.2O*NET Resource Center — Occupational Information Network, v30.2 (Sept 2025). Opens in new tab.
Applying
  1. Search strategy leadership — directs the development and implementation of integrated online marketing strategies across paid and organic search channels 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.
  2. Developer alignment leadership — leads technical SEO planning sessions with development teams, arbitrating competing priorities to maintain search performance standards O*NET v30.2O*NET Resource Center — Occupational Information Network, v30.2 (Sept 2025). Opens in new tab.
  3. Performance accountability — assumes full ownership of campaign KPI outcomes and presents corrective action plans to marketing executives when targets are missed 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.
Exceeding
  1. Search practice leadership — builds and mentors high-performing search marketing teams by setting strategic direction, modeling analytical rigor, and developing individual capability Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab.
  2. Organizational search vision — champions adoption of emerging search technologies and methodologies across the organization, influencing resource allocation and strategic roadmaps 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.
  3. Executive influence — shapes executive understanding of search marketing's strategic value by leading high-stakes briefings that drive budget and prioritization decisions 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.
3Metacognition9 statements
Emerging
  1. Learning gap identification — recognizes personal knowledge gaps in SEO algorithm updates and selects targeted learning resources to address them Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab.
  2. Analysis self-check — reviews own web metrics analyses before submission to identify logical errors or misinterpreted data patterns Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab.
Developing
  1. Strategy reflection — evaluates the reasoning process used to select keywords and adjusts decision-making approach based on observed performance outcomes 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.
  2. Tool proficiency monitoring — tracks own competency level across analytics platforms and actively plans skill development in areas of identified weakness Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab.
Applying
  1. Campaign hypothesis management — explicitly articulates the assumptions underlying search strategy decisions and monitors whether real-world data confirms or refutes those assumptions 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.
  2. Cognitive bias audit — examines own analytical conclusions about traffic and conversion data for confirmation bias before presenting recommendations to executives Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab.
  3. Learning strategy adaptation — adjusts personal learning approach when algorithm changes or platform updates render existing knowledge insufficient for accurate problem-solving 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.
Exceeding
  1. Metacognitive modeling — teaches junior strategists structured self-assessment techniques for evaluating their own keyword research reasoning and campaign hypothesis quality Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab.
  2. Strategic thinking evaluation — conducts periodic reviews of own strategic frameworks for search marketing, identifying outdated mental models and replacing them with evidence-based updates 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.
4Critical Thinking11 statements
Emerging
  1. Search pattern observation — identifies basic trends in search engine result page patterns and connects them to keyword placement decisions 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.
  2. Metric interpretation — distinguishes between surface-level metrics such as page views and deeper indicators such as conversion rate when evaluating campaign health O*NET v30.2O*NET Resource Center — Occupational Information Network, v30.2 (Sept 2025). Opens in new tab.
Developing
  1. Root cause analysis — investigates drops in organic search traffic by systematically evaluating algorithm changes, technical issues, and content quality as competing explanations 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.
  2. KPI selection reasoning — evaluates multiple candidate key performance indicators against campaign objectives to identify the most meaningful measurement approach O*NET v30.2O*NET Resource Center — Occupational Information Network, v30.2 (Sept 2025). Opens in new tab.
  3. Assumption interrogation — questions marketing briefs to surface unstated assumptions about target audience search behavior before finalizing keyword strategy Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab.
Applying
  1. Multi-variable campaign analysis — analyzes simultaneous changes in traffic mix, cost per click, and conversion rates to isolate causal factors in campaign performance shifts 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.
  2. Competitive search landscape evaluation — synthesizes competitor keyword positioning, ad copy strategies, and domain authority signals to form evidence-based strategic recommendations O*NET v30.2O*NET Resource Center — Occupational Information Network, v30.2 (Sept 2025). Opens in new tab.
  3. Algorithm impact assessment — evaluates the downstream business implications of search engine algorithm updates by tracing effects through traffic, leads, and revenue data 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.
Exceeding
  1. Strategic insight generation — applies advanced inferential reasoning to web analytics datasets to uncover non-obvious performance drivers that inform organization-level marketing strategy 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.
  2. Framework critique — challenges existing organizational search marketing frameworks by stress-testing their underlying logical assumptions against current market evidence Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab.
  3. Predictive scenario modeling — constructs reasoned scenarios for search performance under multiple strategic approaches, evaluating evidence strength and risk for each before recommending a path 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.
5Collaboration9 statements
Emerging
  1. Developer communication — participates in technical discussions with web developers about site structure changes that affect search engine indexability 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.
  2. Marketing team integration — contributes search performance data to shared marketing planning sessions and responds constructively to team feedback Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab.
Developing
  1. Cross-functional asset optimization — collaborates with content creators and designers to align text, graphic, and multimedia assets with SEO requirements and device usability standards 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.
  2. Analytics implementation partnership — works jointly with developers and analytics teams to configure tracking tools that capture visitor behavior accurately O*NET v30.2O*NET Resource Center — Occupational Information Network, v30.2 (Sept 2025). Opens in new tab.
Applying
  1. Integrated campaign collaboration — coordinates with paid media, content, and web development teams to execute unified search marketing strategies that optimize both organic and paid visibility 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.
  2. Stakeholder alignment facilitation — navigates competing priorities between marketing executives, developers, and content teams to reach consensus on search optimization decisions Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab.
  3. Shared reporting ownership — co-develops campaign reporting structures with analytics and business intelligence colleagues to ensure consistent KPI tracking across the organization O*NET v30.2O*NET Resource Center — Occupational Information Network, v30.2 (Sept 2025). Opens in new tab.
Exceeding
  1. Collaboration ecosystem design — architects cross-departmental search marketing workflows that formalize collaboration between SEO, SEM, content, development, and analytics functions Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab.
  2. External partner leadership — leads collaboration with agency partners, platform representatives, and technology vendors to integrate best-in-class search capabilities into organizational strategy 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.
6Character9 statements
Emerging
  1. Data integrity commitment — reports web metrics accurately without selectively omitting unfavorable performance indicators from stakeholder updates 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.
  2. Professional accountability — acknowledges errors in keyword targeting or campaign setup and takes corrective action without deflecting responsibility Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab.
Developing
  1. Ethical paid search practice — applies search advertising standards that avoid misleading ad copy or deceptive landing page practices that could harm user trust Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab.
  2. Confidentiality maintenance — handles client or organizational search performance data with discretion, following data governance protocols in all reporting activities Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab.
Applying
  1. Transparent performance reporting — presents complete and honest analyses of campaign outcomes to marketing executives, including underperformance and its contributing factors, without distortion 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.
  2. Vendor relationship integrity — maintains objective evaluation standards when assessing search platform vendors, disclosing conflicts of interest and resisting undue commercial influence Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab.
  3. Professional standards modeling — demonstrates consistent ethical behavior in competitive research practices, avoiding tactics that violate platform terms of service or misrepresent competitors Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab.
Exceeding
  1. Ethical framework leadership — establishes organizational standards for ethical search marketing practice, including policies on data use, competitive tactics, and transparent client reporting Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab.
  2. Accountability culture building — models and reinforces a culture of professional accountability within the search marketing team by visibly owning strategic outcomes and failures Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab.
7Creativity9 statements
Emerging
  1. Keyword ideation — generates novel keyword and search query variations by exploring user intent beyond obvious primary terms 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.
  2. Ad copy experimentation — proposes original ad copy concepts that differentiate the organization's search listings from competitor results O*NET v30.2O*NET Resource Center — Occupational Information Network, v30.2 (Sept 2025). Opens in new tab.
Developing
  1. Content optimization innovation — develops creative approaches to optimizing existing digital assets for search that go beyond standard keyword insertion techniques 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.
  2. Audience segmentation creativity — designs unconventional search audience segments based on behavioral patterns and intent signals to reach underserved user groups O*NET v30.2O*NET Resource Center — Occupational Information Network, v30.2 (Sept 2025). Opens in new tab.
Applying
  1. Search strategy innovation — designs integrated paid and organic search approaches that creatively combine platform features, content formats, and audience signals to achieve competitive advantage 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.
  2. Analytics visualization creativity — develops original data visualization approaches that reveal non-obvious patterns in web metrics and communicate insights more effectively to executives 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.
  3. Cross-channel creative synthesis — generates search marketing concepts that creatively bridge search intent data with social, email, and display messaging for cohesive campaign experiences O*NET v30.2O*NET Resource Center — Occupational Information Network, v30.2 (Sept 2025). Opens in new tab.
Exceeding
  1. Search experience invention — pioneers novel applications of search technology features, structured data, and content formats that establish new standards for search visibility within the industry 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.
  2. Creative problem-solving mentorship — coaches junior strategists to approach SEO and SEM challenges with divergent thinking, experimenting beyond conventional best practices Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab.
8Growth Mindset9 statements
Emerging
  1. Algorithm change adaptation — treats search engine algorithm updates as learning opportunities rather than threats, seeking to understand their implications for current strategies Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab.
  2. Feedback receptivity — incorporates feedback from marketing executives on search reports into revised analytical approaches without resistance Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab.
Developing
  1. Skill expansion through complexity — voluntarily takes on unfamiliar search platform features or advanced analytics configurations to build competency outside existing comfort zones 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.
  2. Campaign failure learning — analyzes underperforming search campaigns systematically to extract lessons that improve future keyword selection and bid management decisions 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.
Applying
  1. Continuous platform mastery — maintains current knowledge of evolving search engine algorithms, bidding systems, and analytics capabilities through sustained self-directed learning 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.
  2. Constructive challenge engagement — approaches complex multi-channel attribution problems and declining organic traffic scenarios with analytical persistence rather than premature conclusions Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab.
  3. Effort-to-mastery investment — dedicates sustained practice to mastering advanced analytical tools such as custom attribution modeling and predictive analytics for search performance Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab.
Exceeding
  1. Learning culture cultivation — builds team norms that celebrate experimentation, normalize campaign failures as data points, and reward continuous skill development in search disciplines Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab.
  2. Adaptive strategy leadership — leads the organization's response to major search ecosystem disruptions such as AI-generated search results or zero-click growth by framing them as strategic opportunities 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.
9Mindfulness9 statements
Emerging
  1. Attention management in analysis — maintains focused attention on individual web metrics datasets during analysis, avoiding distraction from simultaneous reporting demands Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab.
  2. Reactive response regulation — pauses before responding to urgent requests from marketing executives to verify data accuracy rather than providing hasty, unverified figures Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab.
Developing
  1. Intentional prioritization — consciously evaluates competing campaign optimization tasks against KPI impact to allocate analytical effort with deliberate intention 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.
  2. Stress-aware performance — recognizes the effects of deadline pressure on analytical judgment during peak campaign periods and implements self-regulation strategies to maintain accuracy Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab.
Applying
  1. Present-state campaign awareness — maintains accurate awareness of current campaign performance across all active search accounts without conflating historical baselines with real-time conditions 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.
  2. Emotionally regulated stakeholder interaction — engages with executive feedback on underperforming campaigns with composure, responding to criticism with data-grounded perspective rather than defensiveness Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab.
  3. Intentional decision pacing — resists impulse-driven optimization changes in live campaigns by applying structured evaluation criteria before adjusting bids, budgets, or targeting parameters 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.
Exceeding
  1. Mindful leadership modeling — demonstrates and teaches intentional attention management practices to search marketing teams navigating high-volume, multi-platform campaign environments Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab.
  2. Organizational equanimity — maintains steady, evidence-based leadership composure during major search algorithm disruptions or campaign crises, grounding team response in data rather than panic Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab.
10Fortitude9 statements
Emerging
  1. Persistence through data ambiguity — continues analytical investigation of inconclusive web traffic patterns rather than defaulting to premature explanations Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab.
  2. Initial setback tolerance — maintains engagement with search marketing tasks when early keyword strategies underperform, treating them as starting points rather than failures Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab.
Developing
  1. Algorithm disruption resilience — sustains productive work output and strategic focus following major search engine algorithm updates that negatively impact managed properties 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.
  2. Complex problem endurance — persists through extended investigation of multi-variable conversion rate drops without abandoning rigorous analytical process under time pressure 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.
Applying
  1. Sustained campaign adversity management — maintains disciplined optimization cadence and strategic composure during prolonged periods of declining search performance despite executive pressure 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.
  2. Uncertainty navigation — continues executing evidence-based search strategies in the face of significant industry uncertainty about evolving SERP formats and AI integration Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab.
  3. Competitive pressure resilience — sustains strategic confidence and analytical rigor when managing campaigns against dominant competitors with substantially larger search budgets Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab.
Exceeding
  1. Organizational resilience leadership — guides search marketing teams through sustained periods of platform volatility or business adversity, maintaining morale and strategic coherence Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab.
  2. Courageous recommendation delivery — presents unfavorable but evidence-supported search strategy recommendations to senior leadership even when they conflict with organizational preferences or existing investments 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.
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.
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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
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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.