# Search Marketing Strategists

> 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.

- **SOC code:** 13-1161.01
- **Canonical URL:** https://singulariki.com/roles/role-13-1161-01
- **Also known as:** 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
- **Frame:** "AI exposure" means task overlap (how codifiable the work is), not jobs lost or a forecast. Every figure below is traced to a named public dataset.

## What this work is

**Core tasks** (O*NET):
- Participate in the development or implementation of online marketing strategy.
- 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.
- Manage tracking and reporting of search-related activities and provide analyses to marketing executives.
- Optimize digital assets, such as text, graphics, or multimedia assets, for search engine optimization (SEO) or for display and usability on internet-connected devices.
- Optimize Web site exposure by analyzing search engine patterns to direct online placement of keywords or other content.
- Coordinate with developers to optimize Web site architecture, server configuration, or page construction for search engine consumption and optimal visibility.
- Assist in setting up or optimizing analytics tools for tracking visitors' behaviors.
- Identify appropriate Key Performance Indicators (KPIs) and report key metrics from digital campaigns.
- Create content strategies for digital media.
- Combine secondary data sources with keyword research to more accurately profile and satisfy user intent.
- Collaborate with other marketing staff to integrate and complement marketing strategies across multiple sales channels.
- Optimize shopping cart experience or Web site conversion rates against Key Performance Indicators (KPIs).

## Skills, tools, capabilities

**Knowledge, skills & abilities** (O*NET, highest importance first):
- Sales and Marketing _(knowledge)_
- Computers and Electronics _(knowledge)_
- English Language _(knowledge)_
- Oral Comprehension _(ability)_
- Written Comprehension _(ability)_
- Oral Expression _(ability)_
- Reading Comprehension _(essential_skill)_
- Complex Problem Solving _(transferable_skill)_
- Written Expression _(ability)_
- Fluency of Ideas _(ability)_
- Problem Sensitivity _(ability)_
- Deductive Reasoning _(ability)_

**Skills in demand:**
- English Language _(Common Skill)_
- Reading Comprehension _(Common Skill)_
- Deductive Reasoning _(Common Skill)_
- Complex Problem Solving _(Common Skill)_
- Speech Recognition _(Specialized Skill)_
- Information Ordering _(Specialized Skill)_
- Inductive Reasoning _(Common Skill)_
- Critical Thinking _(Common Skill)_
- Active Listening _(Common Skill)_
- Active Learning _(Common Skill)_
- Mathematics _(Common Skill)_
- Writing _(Common Skill)_

**Tools & technology:**
- Cascading style sheets CSS _(hot technology, in demand)_
- Google Analytics _(hot technology, in demand)_
- Google Looker Analytics _(hot technology, in demand)_
- Hypertext markup language HTML _(hot technology, in demand)_
- JavaScript _(hot technology, in demand)_
- Microsoft Excel _(hot technology, in demand)_
- Microsoft Office software _(hot technology, in demand)_
- Microsoft PowerPoint _(hot technology, in demand)_
- Python _(hot technology, in demand)_
- WordPress _(hot technology, in demand)_
- Adobe Photoshop _(hot technology)_
- AJAX _(hot technology)_

## AI exposure & outlook

- **AI task-overlap index:** 99th percentile (High) across all occupations — composite of current-era exposure studies (ai-exposure-index-v1).
- **Overall AI exposure (Felten et al.):** 97th percentile (High) — source: felten_aioe.
- **LLM task exposure, γ (OpenAI / Eloundou):** 95th percentile (High) — source: eloundou_gamma.
- **AI assistant applicability (Microsoft):** 97th percentile (High) — source: microsoft_applicability.
- **Frey–Osborne (2013, historical computerization estimate):** 52nd percentile — kept separate from current-era studies.
- **Remote-capable (Dingel–Neiman):** yes — task structure, not who actually works remote.
- **Projected employment (BLS 2024–34):** 6.7% growth (About average); 87.2k annual openings; 941.7k → 1,004.7k jobs.
- **Pay & employment (BLS OEWS, May 2024):** median $76,950; 861,140 employed.

## Sources

- **O*NET** (30.3) — U.S. Department of Labor / National Center for O*NET Development. https://www.onetcenter.org/database.html
- **BLS Occupational Employment and Wage Statistics (OEWS)** (May 2024) — U.S. Bureau of Labor Statistics. https://www.bls.gov/oes/
- **BLS Employment Projections** (2024–2034) — U.S. Bureau of Labor Statistics. https://www.bls.gov/emp/
- **Anthropic Economic Index** (v4 (2026-01-15) + v2 (2025-03-27)) — Anthropic. https://www.anthropic.com/economic-index
- **Microsoft “Working with AI”** (working-with-ai) — Microsoft Research. https://www.microsoft.com/en-us/research/
- **“GPTs are GPTs” (Eloundou et al.)** (arXiv 2303.10130) — OpenAI / academic. https://arxiv.org/abs/2303.10130
- **AI Occupational Exposure (AIOE)** (Felten, Raj & Seamans) — academic. https://github.com/AIOE-Data/AIOE
- **Frey & Osborne (2013)** (frey-osborne-automation) — academic. https://www.oxfordmartin.ox.ac.uk/publications/the-future-of-employment/
- **Dingel & Neiman (2020)** (dingel-neiman-workathome) — academic. https://github.com/jdingel/DingelNeiman-workathome

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_Generated from Singulariki's joined dataset; data snapshot 2026-06-02T21:00:32.945303+00:00. https://singulariki.com/roles/role-13-1161-01_