A search marketing specialist improves website rankings in search engine results, manages internet marketing, and analyzes competition. A degree in a related field, industry certifications, and communication skills are required. The specialist must stay up-to-date with industry trends and attend conferences. Good communication skills are essential.
A search marketing specialist works to improve the ranking of websites in search engine results and may also be in charge of internet marketing. Someone in this position might work for an agency and help with multiple client accounts, or she might work for an organization that is large enough to warrant a full-time employee in that role. A four-year degree in a related field, industry certifications, and communication skills are generally required for this role.
As part of the job, the marketer can strive to improve organic search results by improving the ranking of websites by search engines. Some of these tasks may include researching keywords to use in the description and content of the site. Effective use of keywords can encourage search engines to rank sites higher in search results and increase the chances that users will view those sites.
The search marketing specialist can also create and manage paid search and pay-per-click (PPC) campaigns. An expert can create campaigns that target people who are likely to be interested in the site’s products or services, keeping costs within budget. Other responsibilities may include link building, where the specialist arranges for the placement of links on third party websites or blogs.
Those who occupy this type of position can also analyze the competition of the organization on whose behalf they are working. She can analyze current business conditions and make recommendations for internet and social media marketing campaigns. Analyzing web usage reports and suggesting changes to the content or organization of the site based on these findings may also form part of the Search Marketing Specialist job description.
The field changes quickly and the Search Marketing Specialist will need to stay abreast of industry developments and trends. This may require reading the websites, blogs and social media of industry leaders. A search marketing specialist may also attend conferences to gain knowledge and develop relationships with experts.
Many employers list an undergraduate degree in Marketing or Management Information Systems (MIS) as part of their Search Marketing Specialist requirements. Experience in the field is desirable. An employer may also want web design skills, such as knowledge of HTML (Hyper-Text Markup Language), CSS (CSS) and content management systems (CMS). Training and certification in specific technologies related to Search Marketing tasks can be helpful.
Whether employed by an agency or a large organization, a Search Marketing Specialist often works with external or internal clients. She must understand how to present information for the organization’s various Internet marketing campaigns. Good verbal and written communication skills are therefore essential.
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