Search Marketing Strategists
Also called Digital Media Planner, Online Marketing Consultant, Paid Search Strategist, or SEO Strategist (Search Engine Optimization Strategist)
Updated · Source: O*NET 31.0
What Search Marketing Strategists do
You figure out why people type what they type into a search box, then make sure your company's page is what they find.
Search marketing strategists work on getting a business noticed when someone searches online. Part of that is free, or "organic": rewriting page text, fixing headings and images, and choosing keywords so a site shows up higher in results. Part of it is paid: buying ads that appear next to searches and watching what each click costs.
The other half of the job is measuring. You pull numbers on how many people visited, how long they stayed, and how many actually bought something, then decide what to change next. You also explain those numbers to marketing bosses in language they can act on, and work with website developers to fix what is buried in the code.
A day in the life
You work indoors at a desk, mostly sitting, with plenty of email. You start by checking yesterday's numbers: visits, click-through rates (how often people click an ad they see), and conversions (visitors who actually bought or signed up). Something dipped, so you dig into which search terms lost ground. You rewrite page titles and swap in stronger keywords. Midmorning you meet face-to-face with a writer about upcoming content, then message a developer about pages loading too slowly for search engines to read well. In the afternoon you build a report for marketing executives, choosing a few key measures instead of dumping every chart. Long stretches are quiet analysis on your own, broken up by meetings where you make the case for your plan.
This could fit you if you…
- ✓Like digging through numbers to find out why something changed
- ✓Enjoy writing and editing so words land with real people
- ✓Can explain technical findings to bosses who are not technical
- ✓Stay curious about how people search and what they actually want
- ✓Keep projects, deadlines and reports organized without being chased
You might not like it if you…
- –Want to be on your feet or outdoors instead of at a desk most of the day
- –Dislike having your work judged by numbers that move week to week
- –Would rather follow clear instructions than constantly relearn changing tools and rules
- –Find it draining to defend your recommendations in meetings
How people get in
- 1Finish high school and build comfort with writing, math and how websites work.
- 2Earn a bachelor's degree, which is the typical entry education here. Programs in marketing, digital marketing or business analytics lead this way.
- 3Practice on something real: run a blog, a club's social pages or a small business site, and track what changes bring more visitors.
- 4Take on an internship or entry-level marketing job where you handle reports, keyword research or ad accounts.
- 5Learn the common tools for analytics (software that tracks who visits a site and what they do there) and for running online ads, and get used to explaining results in a short, clear summary.
- 6Build a record of campaigns you improved, with before-and-after numbers, and use it when applying for strategist roles.
Who tends to enjoy it
Leading
People who like persuading, selling, starting things, and taking charge.
Organizing
People who like keeping things accurate, orderly, and running on schedule.
Curious
People who like figuring things out, research, science, and solving problems.
Official task list
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. (O*NET)
- 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.
- 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.
- Participate in the development or implementation of online marketing strategy.
- 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.
A typical day involves
Skills that matter most
- Reading Comprehension
- Complex Problem Solving
- Active Listening
- Critical Thinking
- Active Learning
- Judgment and Decision Making
What you'll need to know
- Sales and Marketing
- Computers and Electronics
- English Language
- Communications and Media
- Mathematics
How much Search Marketing Strategists make
The median pay for Search Marketing Strategists in the U.S. is $78,760 a year ($37.87 an hour). Most earn between $43,390 and $155,480. (Bureau of Labor Statistics, May 2025)
Pay depends a lot on where you live: the median is highest in Massachusetts ($101,810) and lowest in Puerto Rico ($39,330).
Pay by state and territory
| State | Median pay | Jobs |
|---|---|---|
| Alabama | $59,530 | 8,390 |
| Alaska | $66,710 | 570 |
| Arizona | $71,940 | 15,850 |
| Arkansas | $65,430 | 6,250 |
| California | $94,700 | 119,070 |
| Colorado | $93,050 | 27,880 |
| Connecticut | $77,740 | 9,930 |
| Delaware | $101,270 | 3,570 |
| District of Columbia | $98,090 | 6,340 |
| Florida | $75,450 | 60,770 |
| Georgia | $75,850 | 27,810 |
| Guam | $42,240 | 80 |
| Hawaii | $59,390 | 1,610 |
| Idaho | $60,970 | 3,780 |
| Illinois | $79,120 | 40,560 |
| Indiana | $63,700 | 14,400 |
| Iowa | $66,390 | 8,880 |
| Kansas | $70,430 | 8,090 |
| Kentucky | $61,480 | 6,290 |
| Louisiana | $59,690 | 5,360 |
| Maine | $71,980 | 2,390 |
| Maryland | $76,370 | 13,570 |
| Massachusetts | $101,810 | 39,710 |
| Michigan | $66,780 | 24,220 |
| Minnesota | $87,510 | 21,280 |
| Mississippi | $56,640 | 2,620 |
| Missouri | $70,140 | 14,890 |
| Montana | $68,080 | 1,460 |
| Nebraska | $60,000 | 3,780 |
| Nevada | $71,840 | 5,780 |
| New Hampshire | $64,570 | 4,200 |
| New Jersey | $88,190 | 22,990 |
| New Mexico | $61,950 | 1,610 |
| New York | $98,580 | 80,500 |
| North Carolina | $78,410 | 30,700 |
| North Dakota | $61,580 | 1,550 |
| Ohio | $72,790 | 27,370 |
| Oklahoma | $61,940 | 6,620 |
| Oregon | $79,150 | 11,310 |
| Pennsylvania | $68,760 | 31,040 |
| Puerto Rico | $39,330 | 2,420 |
| Rhode Island | $86,240 | 3,210 |
| South Carolina | $69,440 | 11,920 |
| South Dakota | $63,490 | 1,530 |
| Tennessee | $69,790 | 13,040 |
| Texas | $72,520 | 63,350 |
| U.S. Virgin Islands | $59,990 | 90 |
| Utah | $62,630 | 14,510 |
| Vermont | $74,880 | 860 |
| Virginia | $76,980 | 25,610 |
| Washington | $95,120 | 24,460 |
| West Virginia | $52,340 | 1,650 |
| Wisconsin | $64,800 | 15,600 |
| Wyoming | $60,990 | 850 |
Where to study for this
College programs that commonly lead to this career, and how many US colleges offer each.
- Marketing 1,077 colleges
- Business Analytics 212 colleges
- Digital Marketing 124 colleges
- Marketing, Other 117 colleges
- Apparel and Textile Marketing Management 50 colleges
- International Marketing 20 colleges
- Applied Economics 50 colleges
- Marketing Research 48 colleges
Related careers
Computer and Mathematical
Web and Digital Interface Designers
Design digital user interfaces or websites. Develop and test layouts, interfaces, functionality, and navigation menus to ensure compatibility and usability across browsers or devices. May use web framework applications as well as client-side code and processes. May evaluate web design following web and accessibility standards, and may analyze web use metrics and optimize websites for marketability and search engine ranking. May design and test interfaces that facilitate the human-computer interaction and maximize the usability of digital devices, websites, and software with a focus on aesthetics and design. May create graphics used in websites and manage website content and links.
$104,000/yr median Considerable preparation
Business and Financial Operations
Market Research Analysts and Marketing Specialists
Research conditions in local, regional, national, or online markets. Gather information to determine potential sales of a product or service, or plan a marketing or advertising campaign. May gather information on competitors, prices, sales, and methods of marketing and distribution. May employ search marketing tactics, analyze web metrics, and develop recommendations to increase search engine ranking and visibility to target markets.
$78,760/yr median Considerable preparation
Management
Marketing Managers
Plan, direct, or coordinate marketing policies and programs, such as determining the demand for products and services offered by a firm and its competitors, and identify potential customers. Develop pricing strategies with the goal of maximizing the firm's profits or share of the market while ensuring the firm's customers are satisfied. Oversee product development or monitor trends that indicate the need for new products and services.
$166,790/yr median Considerable preparation
Management
Advertising and Promotions Managers
Plan, direct, or coordinate advertising policies and programs or produce collateral materials, such as posters, contests, coupons, or giveaways, to create extra interest in the purchase of a product or service for a department, an entire organization, or on an account basis.
$133,660/yr median Considerable preparation
Computer and Mathematical
Web Administrators
Manage web environment design, deployment, development and maintenance activities. Perform testing and quality assurance of web sites and web applications.
$116,580/yr median Considerable preparation
Computer and Mathematical
Web Developers
Develop and implement websites, web applications, application databases, and interactive web interfaces. Evaluate code to ensure that it is properly structured, meets industry standards, and is compatible with browsers and devices. Optimize website performance, scalability, and server-side code and processes. May develop website infrastructure and integrate websites with other computer applications.
$92,650/yr median Medium preparation
Computer and Mathematical
Business Intelligence Analysts
Produce financial and market intelligence by querying data repositories and generating periodic reports. Devise methods for identifying data patterns and trends in available information sources.
$120,230/yr median Considerable preparation
Sales and Related
Advertising Sales Agents
Sell or solicit advertising space, time, or media in publications, signage, TV, radio, or Internet establishments or public spaces.
$64,820/yr median Medium preparation
Source: O*NET 31.0 Database (USDOL/ETA), occupation 13-1161.01, used under CC BY 4.0 and modified by Whittle. Pay: BLS Occupational Employment and Wage Statistics (May 2025), SOC 13-1161. Outlook and entry education: BLS Employment Projections 2025–35. Program links: NCES CIP 2020 to SOC 2018 crosswalk. How we build these pages.