Search Marketing Strategists
Search marketing strategists develop and execute tactics to increase visibility of content, products, or services on search engines and internet-enabled platforms. They analyze search query behavior, user intent, and data to optimize marketing efforts. Most work for marketing firms, tech companies, e-commerce businesses, or in-house marketing departments.
Four short assessments and your background, scored against search marketing strategists and 13,000 other careers — with the reasons. Free.
A day in the work
A typical week involves analyzing search engine data and user behavior patterns to identify opportunities. Strategists review campaign performance metrics, test new search tactics, and adjust keyword strategies based on results. They may collaborate with content teams, prepare data reports, examine competitor search activity, and recommend changes to improve visibility and engagement across search platforms.
Who this work suits
Holland code ECI. Enterprising work is leading, persuading and making decisions. Aptly’s interest assessment scores you on the same six scales.
You do well in this role if you enjoy solving business problems through data analysis and strategic planning—both enterprising and conventional interests. You're comfortable with research, systematic processes, and translating analytics into actionable recommendations. Strong attention to detail and comfort with technology platforms are essential.
What it takes
Preparation: Considerable preparation (most need a bachelor’s degree and several years of experience). Most people in this occupation hold an associate degree.
Skills that matter most
Knowledge areas
Pay by state
| State | 25th pct | Median | 75th pct | Employed |
|---|---|---|---|---|
| Massachusetts | $77,220 | $101,810 | $133,460 | 39,710 |
| Delaware | $78,040 | $101,270 | $135,880 | 3,570 |
| New York | $72,600 | $98,580 | $129,430 | 80,500 |
| District of Columbia | $74,990 | $98,090 | $132,300 | 6,340 |
| Washington | $67,590 | $95,120 | $139,560 | 24,460 |
| California | $65,290 | $94,700 | $134,630 | 119,070 |
| Colorado | $64,380 | $93,050 | $126,670 | 27,880 |
| New Jersey | $68,150 | $88,190 | $113,480 | 22,990 |
| Minnesota | $63,850 | $87,510 | $123,720 | 21,280 |
| Rhode Island | $63,270 | $86,240 | $103,340 | 3,210 |
| Oregon | $60,860 | $79,150 | $107,990 | 11,310 |
| Illinois | $60,210 | $79,120 | $104,800 | 40,560 |
All 50 states, D.C. and Puerto Rico
Certifications people in this field hold
- Certified E-Marketing Analyst (CEA) — Institute of Certified E-Commerce Consultants
- Chartered Market Technician - Level I (CMT) — Market Technicians Association
- Certified ANA Marketing Professional (CAMP) — Association of National Advertisers
- Chartered Market Technician - Level II — Market Technicians Association
- Certified Marketing Analyst (CMA) — American Academy of Project Management
- Certified Destination Marketing Executive (CDME) — Destination Marketing Association International
Training
Aptly members see WIOA-approved programs, colleges and certificates near them, with completion and earnings data, on every Path plan.
Job titles in this occupation
Related occupations
Four short assessments and your background, scored against search marketing strategists and 13,000 other careers — with the reasons. Free.
O*NET-SOC 13-1161.01 · O*NET OnLine. Pay: BLS OEWS May 2025, annual, U.S. Employment counts are national.