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.
<ul><li>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.</li><li>Identify appropriate Key Performance Indicators (KPIs) and report key metrics from digital campaigns.</li><li>Assist in setting up or optimizing analytics tools for tracking visitors' behaviors.</li><li>Coordinate with developers to optimize Web site architecture, server configuration, or page construction for search engine consumption and optimal visibility.</li><li>Conduct online marketing initiatives, such as paid ad placement, affiliate programs, sponsorship programs, email promotions, or viral marketing campaigns on social media Web sites.</li><li>Participate in the development or implementation of online marketing strategy.</li><li>Improve search-related activities through ongoing analysis, experimentation, or optimization tests, using A/B or multivariate methods.</li><li>Optimize digital assets, such as text, graphics, or multimedia assets, for search engine optimization (SEO) or for display and usability on internet-connected devices.</li><li>Create content strategies for digital media.</li><li>Manage tracking and reporting of search-related activities and provide analyses to marketing executives.</li><li>Optimize Web site exposure by analyzing search engine patterns to direct online placement of keywords or other content.</li><li>Combine secondary data sources with keyword research to more accurately profile and satisfy user intent.</li><li>Communicate and collaborate with merchants, Webmasters, bloggers, or online editors to strategically place hyperlinks.</li><li>Evaluate new emerging media or technologies and make recommendations for their application within Internet marketing or search marketing campaigns.</li><li>Optimize shopping cart experience or Web site conversion rates against Key Performance Indicators (KPIs).</li><li>Propose online or multiple-sales-channel campaigns to marketing executives.</li><li>Collaborate with other marketing staff to integrate and complement marketing strategies across multiple sales channels.</li><li>Execute or manage social media campaigns to inform search marketing tactics.</li><li>Conduct market research analysis to identify search query trends, real-time search and news media activity, popular social media topics, electronic commerce trends, market opportunities, or competitor performance.</li><li>Purchase or negotiate placement of listings in local search engines, directories, or digital mapping technologies.</li><li>Conduct financial modeling for online marketing programs or Web site revenue forecasting.</li><li>Execute or manage banner, video, or other non-text link ad campaigns.</li><li>Execute and manage communications with digital journalists or bloggers.</li><li>Coordinate sales or other promotional strategies with merchandising, operations, or inventory control staff to ensure product catalogs are current, accurate, and organized for best findability against user intent.</li><li>Define product requirements, based on market research analysis, in collaboration with user interface design and engineering staff.</li><li>Collaborate with Web, multimedia, or art design staffs to create multimedia Web sites or other internet content that conforms to brand and company visual format.</li><li>Assist in the evaluation or negotiation of contracts with vendors or online partners.</li></ul>