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Search Marketing Strategists

Typical education: Associate degreeLower pressure Bright Outlook

What they do

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.

Kinds of work

  • Enterprising: Leading, persuading, selling and starting new projects or businesses.
  • Conventional: Organizing information, following clear procedures and working with data and details.
  • Investigative: Science, research, figuring out how things work and solving complex problems.

Lower pressure: How much pressure workers in this job report: deadlines, conflict, dealing with upset people, the cost of mistakes, responsibility for others' safety, competition and long hours. It varies a lot from one employer to the next. Source: U.S. Department of Labor worker surveys.

Pay, tasks and more

Salary

United States $78,760 Median per year · $37.87/hr Most earn $43,390–$155,480

BLS Occupational Employment and Wage Statistics, 2025.

What you might do

  • Identify, evaluate, or procure hardware or software for implementing online marketing campaigns.
  • Execute or manage banner, video, or other non-text link ad campaigns.
  • Prepare electronic commerce designs or prototypes, such as storyboards, mock-ups, or other content, using graphics design software.
  • Assist in the development of online transaction or security policies.
  • Resolve product availability problems in collaboration with customer service staff.
  • Keep abreast of government regulations and emerging Web technology to ensure regulatory compliance by reviewing current literature, talking with colleagues, participating in educational programs, attending meetings or workshops, or participating in professional organizations or conferences.

Job outlook

Bright Outlook Rapid Growth; Numerous Job Openings

United States
7% more jobs by 2035, faster than average · about 82,000 openings a year

Openings include new jobs and jobs left by workers who retire or change careers. Projections: U.S. Bureau of Labor Statistics. "Bright Outlook": U.S. Department of Labor.

Where they work

  • Management, scientific, and technical consulting services10.9%
  • Management of companies and enterprises7.3%
  • Computer systems design and related services4.8%
  • Advertising, public relations, and related services4.3%
  • Self-employed (their own business)3.8%

Share of all workers in this career. Source: U.S. Bureau of Labor Statistics, National Employment Matrix.

Experience before this job: 1 to 2 years

Some people start through an apprenticeship: paid training on the job, often with classes. Search apprenticeships on Apprenticeship.gov (opens in a new tab) ↗

Career path

How people usually get into this career, from school to their first job and beyond.

Typical education: Associate degreeExperience before this job: 1 to 2 years

Search Marketing Strategist is usually not an entry-level job. Most people earn an associate degree, then spend about 1 to 2 years in a related marketing role before moving into this career, so the whole path often takes around 3 to 4 years after high school.

  1. Associate degree in marketing, digital marketing, or a related field

    2 years

    You learn the basics of marketing, consumer behavior, and how websites and online ads work, which gives you the foundation for search work.

  2. SEO Specialist or Search Engine Marketing Specialist

    1-2 years

    You practice keyword research, website optimization, and paid search campaigns, and you start reading performance data to see what works.

  3. Search Marketing Strategist

    Ongoing

    You plan search strategies, study how people search and what they want, and measure results to keep improving visibility and engagement.

Where it can lead

  1. Marketing Manager

    2-4 years of experience first

    You move from running search campaigns to leading a broader marketing plan, managing budgets, and guiding a team.

  2. Advertising and Promotions Manager

    2-4 years of experience first

    You take charge of advertising and promotion across channels, including search, and set goals for whole campaigns.

What you can do now

Ideas for high school and college students.

In high school

  • Take computer science or web design classesLearning how websites are built helps you understand how search engines find and rank pages.
  • Take math and statistics classesWorking with data and percentages is key to measuring whether a search strategy is working.
  • Join a business, marketing, or DECA-style clubClubs like these let you practice marketing projects and presentations with feedback from adults.
  • Start a simple blog or social media page for a hobbyTrying to get your posts found online gives you real practice with keywords, titles, and audience interest.
  • Get a part-time job in retail or customer serviceTalking with customers teaches you what people look for and how they describe what they want.

In college

  • Major in marketing, digital marketing, or communicationsThese majors cover consumer behavior and online marketing, which connect directly to search work.
  • Take courses in data analysis or ExcelAnalyzing campaign results and spotting trends is a daily part of this career.
  • Apply for a marketing or social media internshipHands-on experience with real campaigns is what employers look for when hiring for search roles.
  • Earn a free online search or analytics certificateCertificates in search advertising and web analytics show you understand the core tools and can be listed on your resume.
  • Work on your college's website or student group social mediaHelping a campus group get found online gives you a real example to show future employers.

Tips for getting started

  • Build a small portfolio: pick a local business or club, improve its website's search ranking, and write up what you changed and what happened.
  • Get comfortable with free tools for analytics and search data, such as Google's own training courses, and list any certificates you earn.
  • Take a basic statistics or data class, because reading numbers to judge what works is a big part of this job.

Related jobs that often lead here

Related jobs a step up

Education, experience and related careers: U.S. Department of Labor. The step-by-step path, where it can lead and what you can do now were written by AI as typical examples; many people take other ways.

College majors that lead here

Majors: U.S. Department of Education and BLS (CIP–SOC crosswalk). Earnings and debt: College Scorecard, typical across U.S. colleges.

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