2017 SCALEJob Descriptions

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Job Description SEO/SEM Specialist

Short Description:

Plan strategies and goals for optimization results, conducting keyword research, and produce marketing campaigns that maximize company’s online visibility in search engines. Understand best practices for optimizing websites to appear high in search results for target keywords. Understand best practices for bid and keyword management in search engine marketing. In charge of auditing content and content delivery, generating detailed reports, and keeping up to date with the latest trends and concepts in search engine marketing.

Duties/Responsibilities:

  • 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.
  • Identify appropriate Key Performance Indicators (KPIs) and report key metrics from digital campaigns.
  • Assist in setting up or optimizing analytics tools for tracking visitors' behaviors.
  • Coordinate with developers to optimize Web site architecture, server configuration, or page construction for search engine consumption and optimal visibility.
  • Conduct online marketing initiatives, such as paid ad placement, affiliate programs, sponsorship programs, email promotions, or viral marketing campaigns on social media Web sites.
  • Participate in the development or implementation of online marketing strategy.
  • Improve search-related activities through ongoing analysis, experimentation, or optimization tests, using A/B or multivariate methods.
  • Optimize digital assets, such as text, graphics, or multimedia assets, for search engine optimization (SEO) or for display and usability on internet-connected devices.
  • Create content strategies for digital media.
  • Manage tracking and reporting of search-related activities and provide analyses to marketing executives.
  • Optimize Web site exposure by analyzing search engine patterns to direct online placement of keywords or other content.
  • Combine secondary data sources with keyword research to more accurately profile and satisfy user intent.
  • Communicate and collaborate with merchants, Webmasters, bloggers, or online editors to strategically place hyperlinks.
  • Optimize shopping cart experience or Web site conversion rates against Key Performance Indicators (KPIs).
  • Evaluate new emerging media or technologies and make recommendations for their application within Internet marketing or search marketing campaigns.
  • Collaborate with other marketing staff to integrate and complement marketing strategies across multiple sales channels.
  • Execute or manage social media campaigns to inform search marketing tactics.
  • Propose online or multiple-sales-channel campaigns to marketing executives.
  • 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.
  • Purchase or negotiate placement of listings in local search engines, directories, or digital mapping technologies.
  • Conduct financial modeling for online marketing programs or Web site revenue forecasting.
  • Execute or manage banner, video, or other non-text link ad campaigns.
  • Execute and manage communications with digital journalists or bloggers.
  • 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.
  • Define product requirements, based on market research analysis, in collaboration with user interface design and engineering staff.
  • 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.
  • Assist in the evaluation or negotiation of contracts with vendors or online partners.
  • Implement online customer service processes to ensure positive and consistent user experiences.
  • Resolve product availability problems in collaboration with customer service staff.
  • Develop transactional Web applications, using Web programming software and knowledge of programming languages, such as hypertext markup language (HTML) and extensible markup language (XML).
  • Prepare electronic commerce designs or prototypes, such as storyboards, mock-ups, or other content, using graphics design software.

Skills/Requirements/Qualifications

  • Complex Problem Solving — Identifying complex problems and reviewing related information to develop and evaluate options and implement solutions.
  • Reading Comprehension — Understanding written sentences and paragraphs in work related documents.
  • Speaking — Talking to others to convey information effectively.
  • Active Learning — Understanding the implications of new information for both current and future problem-solving and decision-making.
  • Active Listening — Giving full attention to what other people are saying, taking time to understand the points being made, asking questions as appropriate, and not interrupting at inappropriate times.
  • Critical Thinking — Using logic and reasoning to identify the strengths and weaknesses of alternative solutions, conclusions or approaches to problems.
  • Judgment and Decision Making — Considering the relative costs and benefits of potential actions to choose the most appropriate one.
  • Writing — Communicating effectively in writing as appropriate for the needs of the audience.
  • Systems Analysis — Determining how a system should work and how changes in conditions, operations, and the environment will affect outcomes.
  • Systems Evaluation — Identifying measures or indicators of system performance and the actions needed to improve or correct performance, relative to the goals of the system.
  • Coordination — Adjusting actions in relation to others' actions.
  • Monitoring — Monitoring/Assessing performance of yourself, other individuals, or organizations to make improvements or take corrective action.
  • Time Management — Managing one's own time and the time of others
  • Persuasion — Persuading others to change their minds or behavior.
  • Service Orientation — Actively looking for ways to help people.
  • Social Perceptiveness — Being aware of others' reactions and understanding why they react as they do.

Job Zones

Title: Job Zone Four: Considerable Preparation Needed

Education: Most of these occupations require a four-year bachelor's degree, but some do not.

Related Experience: A considerable amount of work-related skill, knowledge, or experience is needed for these occupations. For example, an accountant must complete four years of college and work for several years in accounting to be considered qualified.

Job Training: Employees in these occupations usually need several years of work-related experience, on-the-job training, and/or vocational training.

Job Zone Examples: Many of these occupations involve coordinating, supervising, managing, or training others. Examples include accountants, sales managers, database administrators, teachers, chemists, art directors, and cost estimators.

SVP Range: (7.0 to < 8.0)

Job Category

Marketing

Salary National Average

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$59429.93$75056.18$110276.99

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