Search Marketing Strategists

Business and Financial Operations Occupations
O*NET-SOC code
13-1161.01

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.

  • Data source: BLSPublished: 2026-08

    Very high· relative

    LowFour relative bandsVery high

    Group-level value

    Scale, basis and source

    Four relative bands (Low / Moderate / High / Very high)

    831 detailed occupations in the BLS Employment Projections table. Assigned per National Employment Matrix (NEM) code, so occupations sharing a NEM code carry the same band

    Source dataset (XLSX download)

  • Data source: AnthropicPublished: 2026-03

    0.648

    0.000Range of values carried here0.745

    Group-level value

    Scale, basis and source

    Observed exposure index, 0–1 as published

    Mapped onto O*NET tasks

    Published per SOC 2018 occupation; every O*NET occupation with the same SOC 2018 code carries this value

    Source dataset (CSV download)

  • Data source: ILOPublished: 2025

    0.55

    0.09Range of values carried here0.70

    Group-level value

    Scale, basis and source

    Generative AI exposure index, 0–1 as published

    Published per ISCO-08 unit group. Linked to this occupation, wholly or in part, by applying U.S. Bureau of Labor Statistics crosswalks (ISCO-08 to 2010 SOC, 2010 SOC to 2018 SOC) as published

    Source dataset (PDF download)

What kind of figure this source publishes

The BLS category is a relative rank, not an absolute level, and it is not a first-hand measurement: it groups an occupation's percentile ranks across several published studies into four bands. It is not an employment or wage forecast, not a probability of adoption, and it does not separate automation from augmentation.

Task-level exposure

Show 13 hidden tasks

36 rated tasks · 36 tasks with β ≥ 0.5 (100.0%)

β = direct exposure (E1) + 0.5 × exposure when tools are available (E2), per the source repository's definition.

  • Source unit: O*NET 27.2 tasks → O*NET 31.0 occupation code
  • All rated tasks are in the O*NET 31.0 task list.
Source
OpenAI "GPTs are GPTs" exposure rubric
Release
gh-main-0471612
License
MIT License, Copyright (c) 2024 OpenAI

Tasks of O*NET-SOC 2010 occupation 15-1199.10 Search Marketing Strategists, linked to this occupation by the O*NET-SOC 2010 to 2019 crosswalk

Task (O*NET 20.1)Claude.aiRaw / share %
Develop transactional Web applications, using Web programming software and knowledge of programming languages, such as hypertext markup language (HTML) and extensible markup language (XML).

15-1199.10

0.102826.8
Create content strategies for digital media.

15-1199.10

0.053714.0
Identify methods for interfacing Web application technologies with enterprise resource planning or other system software.

15-1199.10

0.03459.0
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.

15-1199.10

0.02336.1
Optimize digital assets, such as text, graphics, or multimedia assets, for search engine optimization (SEO) or for display and usability on internet-connected devices.

15-1199.10

0.02316.0
Coordinate with developers to optimize Web site architecture, server configuration, or page construction for search engine consumption and optimal visibility.

15-1199.10

0.02275.9
Execute or manage social media campaigns to inform search marketing tactics.

15-1199.10

0.01975.1
Conduct online marketing initiatives, such as paid ad placement, affiliate programs, sponsorship programs, email promotions, or viral marketing campaigns on social media Web sites.

15-1199.10

0.01383.6
Optimize shopping cart experience or Web site conversion rates against Key Performance Indicators (KPIs).

15-1199.10

0.01173.1
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.

15-1199.10

0.01072.8
Improve search-related activities through ongoing analysis, experimentation, or optimization tests, using A/B or multivariate methods.

15-1199.10

0.00952.5
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.

15-1199.10

0.00792.1
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.

15-1199.10

0.00782.0
Collaborate with other marketing staff to integrate and complement marketing strategies across multiple sales channels.

15-1199.10

0.00731.9
Identify appropriate Key Performance Indicators (KPIs) and report key metrics from digital campaigns.

15-1199.10

0.00571.5
Optimize Web site exposure by analyzing search engine patterns to direct online placement of keywords or other content.

15-1199.10

0.00531.4
Implement online customer service processes to ensure positive and consistent user experiences.

15-1199.10

0.00511.3
Purchase or negotiate placement of listings in local search engines, directories, or digital mapping technologies.

15-1199.10

0.00471.2
Participate in the development or implementation of online marketing strategy.

15-1199.10

0.00381.0
Conduct financial modeling for online marketing programs or Web site revenue forecasting.

15-1199.10

0.00350.9
Combine secondary data sources with keyword research to more accurately profile and satisfy user intent.

15-1199.10

0.00310.8
Define product requirements, based on market research analysis, in collaboration with user interface design and engineering staff.

15-1199.10

0.00200.5
Assist in setting up or optimizing analytics tools for tracking visitors' behaviors.

15-1199.10

0.00200.5

Data sources & licenses — O*NET®, Anthropic Economic Index, Eloundou et al. (2023): see full notices on the Credits page

All O*NET 31.0 task statements (36)

All O*NET 31.0 task statements for this occupation (English, as published; task type core or supplemental). Exposure values are not listed here; they are in the table above, next to each task statement as worded in the O*NET version each source used.

Task (O*NET 31.0)Type
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.Core
Identify, evaluate, or procure hardware or software for implementing online marketing campaigns.Core
Propose online or multiple-sales-channel campaigns to marketing executives.Core
Participate in the development or implementation of online marketing strategy.Core
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.Core
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.Core
Conduct financial modeling for online marketing programs or Web site revenue forecasting.Core
Communicate and collaborate with merchants, Webmasters, bloggers, or online editors to strategically place hyperlinks.Core
Collaborate with other marketing staff to integrate and complement marketing strategies across multiple sales channels.Core
Optimize Web site exposure by analyzing search engine patterns to direct online placement of keywords or other content.Core
Conduct online marketing initiatives, such as paid ad placement, affiliate programs, sponsorship programs, email promotions, or viral marketing campaigns on social media Web sites.Core
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.Core
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.Core
Assist in setting up or optimizing analytics tools for tracking visitors' behaviors.Core
Combine secondary data sources with keyword research to more accurately profile and satisfy user intent.Core
Coordinate with developers to optimize Web site architecture, server configuration, or page construction for search engine consumption and optimal visibility.Core
Create content strategies for digital media.Core
Evaluate new emerging media or technologies and make recommendations for their application within Internet marketing or search marketing campaigns.Core
Execute or manage social media campaigns to inform search marketing tactics.Core
Identify appropriate Key Performance Indicators (KPIs) and report key metrics from digital campaigns.Core
Improve search-related activities through ongoing analysis, experimentation, or optimization tests, using A/B or multivariate methods.Core
Manage tracking and reporting of search-related activities and provide analyses to marketing executives.Core
Optimize digital assets, such as text, graphics, or multimedia assets, for search engine optimization (SEO) or for display and usability on internet-connected devices.Core
Optimize shopping cart experience or Web site conversion rates against Key Performance Indicators (KPIs).Core
Purchase or negotiate placement of listings in local search engines, directories, or digital mapping technologies.Core
Resolve product availability problems in collaboration with customer service staff.Supplemental
Implement online customer service processes to ensure positive and consistent user experiences.Supplemental
Identify methods for interfacing Web application technologies with enterprise resource planning or other system software.Supplemental
Define product requirements, based on market research analysis, in collaboration with user interface design and engineering staff.Supplemental
Assist in the evaluation or negotiation of contracts with vendors or online partners.Supplemental
Assist in the development of online transaction or security policies.Supplemental
Prepare electronic commerce designs or prototypes, such as storyboards, mock-ups, or other content, using graphics design software.Supplemental
Identify and develop commercial or technical specifications, such as usability, pricing, checkout, or data security, to promote transactional internet-enabled commerce functionality.Supplemental
Develop transactional Web applications, using Web programming software and knowledge of programming languages, such as hypertext markup language (HTML) and extensible markup language (XML).Supplemental
Execute and manage communications with digital journalists or bloggers.Supplemental
Execute or manage banner, video, or other non-text link ad campaigns.Supplemental

Occupation information

Employment outlook (BLS)

Values for the whole SOC 13-1161 group (Market research analysts and marketing specialists), not for this O*NET occupation alone.

Employment, 2025
953K
Projected employment, 2035
1.0M
Change (2025–35)
+7%
Median annual wage, 2025
$78,760
Typical education needed for entry
Bachelor's degree
lowest $30,890median wage across 825 detailed occupations, BLS EP 2025–35highest $559,030

Source: U.S. Bureau of Labor Statistics, Employment Projections 2025–35 — Employment by detailed occupation, 2025 and projected 2035

Korea classification links (KSCO)

Links from the current release of the Korea Occupation Direct Crosswalk v1.1, made by AI Changing Work. Relation values are read from the O*NET-SOC occupation side.

KSCO codeKSCO titleRelationStatus
28312마케팅 전문가This occupation is narrowerconfirmed

Relation and status definitions(kr-direct v1.1)

ILO occupational description

AI Changing Work links the ISCO-08 unit groups below to this occupation by applying the U.S. Bureau of Labor Statistics crosswalks (2018 SOC to 2010 SOC, 2010 SOC to ISCO-08) as published, without case-by-case selection; each link may be whole or partial.

  • ISCO-08 2431Advertising and Marketing Professionals

The definition, tasks and examples below are the ILO's description of that unit group, not of this occupation.

Advertising and marketing professionals develop and coordinate advertising strategies and campaigns, determine the market for new goods and services, and identify and develop market opportunities for new and existing goods and services.

Tasks

  • (a) planning, developing and organizing advertising policies and campaigns to support sales objectives;
  • (b) advising managers and clients on strategies and campaigns to reach target markets, creating consumer awareness and effectively promoting the attributes of goods and services;
  • (c) writing advertising copy and media scripts, and arranging television and film production and media placement;
  • (d) collecting and analysing data regarding consumer patterns and preferences;
  • (e) interpreting and predicting current and future consumer trends;
  • (f) researching potential demand and market characteristics for new goods and services;
  • (g) supporting business growth and development through the preparation and execution of marketing objectives, policies and programmes;
  • (h) commissioning and undertaking market research to identify market opportunities for new and existing goods and services;
  • (i) advising on all elements of marketing such as product mix, pricing, advertising and sales promotion, selling and distribution channels.

Example occupations

Advertising specialist · Marketing specialist · Market research analyst

Sources: ILO ISCO-08 — details: Credits

ESCO occupational vocabulary

Each entry below is matched to this occupation in the published ESCO-O*NET Crosswalk (version 1, 2022). The match types are that crosswalk's; the wording is AI Changing Work's.

  • search engine optimisation expertESCO 2513.2Same scope

    Search engine optimisation experts increase the ranking of a company's web pages with regard to target queries in a search engine. They create and launch SEO campaigns and identify areas of improvement. Search engine optimisation experts may conduct pay per click (PPC) campaigns.

  • advertising specialistESCO 2431.3Overlapping, not the same

    Advertising specialists provide advice to companies and organisations about the development of their advertising strategies and on advertising-related topics covering a more general strategic approach. They combine knowledge of marketing, budgets, and psychology with a creative mind to develop advertising campaigns. They propose alternatives to clients that promote their organisations, products, or projects.

  • market research analystESCO 2431.11Overlapping, not the same

    Market research analysts collect the information gathered in the market research and study it to draw conclusions. They define the potential customers of a product, the target group and the way they can be reached. Market research analysts analyse the position of products in the market from different perspectives such as features, prices and competitors. They analyse cross selling and interdependencies between different products and their placement. Market research analysts prepare information helpful for the development of marketing strategies.

  • marketeerESCO 2431.10Overlapping, not the same

    Marketing consultants advise companies in the development of marketing strategies for specific purposes. They can advise and develop strategies for the entry of a brand in the market, for the re-launch of a product, for the introduction of a new product, or for the positioning of a commercial image. They perform previous studies of the position of the company and perception of customers in order to define the marketing approach.

  • network marketerESCO 2431.13Overlapping, not the same

    Network marketers apply various marketing strategies, including ​network marketing strategies to sell products and convince new people to also join in and start selling these products. They use personal relations to attract customers and sell various types of products.

  • online community managerESCO 2432.5Overlapping, not the same

    Online community managers provide and maintain an interactive environment facilitated by applications such as social media, forums and wikis. They maintain the relations between different digital communities.

  • online marketerESCO 2431.10.4Overlapping, not the same

    Online marketers use e-mail, internet and social media in order to market goods and brands.

Source: European Commission, DG EMPL — ESCO API 2026-08-08 (bridge v1.2.1)

License: CC BY 4.0 (EU Reuse Notice)

View original

ESCO reuse terms and the modification notice are in Credits.

France classification links (ROME)

AI Changing Work's links between this occupation and ROME 4.0 job profiles, judged with AI models. Relations are read from this occupation's side. Links marked “provisional” were adopted on the judgments of two judges from the same model family (Claude) alone, or by an operator rule applied to their judgments, so they rest on weaker evidence than confirmed links.

ROME codeROME title (French)Relation
E1405Référenceur / Référenceuse webSame scopeprovisional
E1410Responsable programmatiqueThis occupation is broaderprovisional
M1434Développeur / Développeuse d'audienceThis occupation is broaderprovisional
M1718Chargé / Chargée de marketing digitalOverlapping, not the sameprovisional
E1101Community managerRelated, not a match
E1409Acheteur / Acheteuse médiaRelated, not a match
E1403Consultant / Consultante médiaRelated, not a matchprovisional
E1407Traffic managerRelated, not a matchprovisional
E1414Chargé / Chargée de diffusion publicitaireRelated, not a matchprovisional

Source: France Travail — Répertoire Opérationnel des Métiers et des Emplois (ROME 4.0), version 61, last updated 15 June 2026 (https://www.data.gouv.fr/datasets/repertoire-operationnel-des-metiers-et-des-emplois-rome). Licence Ouverte 2.0.

ROME codes and titles are reproduced unchanged; the links to O*NET-SOC occupations are AI Changing Work's own judgment and are not a France Travail correspondence.

(AI Changing Work link release: fr-direct v1)

Spain classification links (CNO-11)

AI Changing Work's links between this occupation and CNO-11 occupations, judged with AI models. Relations are read from this occupation's side.

CNO-11 codeCNO-11 title (Spanish)Relation
2651Profesionales de la publicidad y la comercializaciónThis occupation is narrowerprovisional
2713Analistas, programadores y diseñadores Web y multimediaRelated, not a matchprovisional

Source: Instituto Nacional de Estadística (INE), National Classification of Occupations 2011 (CNO-11, Royal Decree 1591/2010) — www.ine.es · Licensed CC BY 4.0. CNO-11 codes and Spanish titles are reproduced unchanged; the links to O*NET occupations are AI Changing Work's own judgment and are not an INE correspondence.

(AI Changing Work link release: es-direct v1)

Germany classification links (KldB)

AI Changing Work's links between this occupation and KldB occupations, judged with AI models. Relations are read from this occupation's side.

KldB codeKldB title (German)Relation
92113Berufe in Werbung und Marketing - komplexe SpezialistentätigkeitenThis occupation is narrower

Source: © Statistik der Bundesagentur für Arbeit — Klassifikation der Berufe 2010 – überarbeitete Fassung 2020, https://statistik.arbeitsagentur.de. KldB codes and titles are reproduced unchanged; the links to O*NET occupations are AI Changing Work's own mapping (eigene Zuordnung) and are not a Bundesagentur für Arbeit correspondence.

(AI Changing Work link release: de-direct v1)

Japan classification links (JSCO)

AI Changing Work's links between this occupation and JSCO occupations, judged with AI models. Relations are read from this occupation's side.

JSCO codeJSCO title (Japanese)Relation
253企画事務員This occupation is narrower

Source: Ministry of Internal Affairs and Communications (MIC), Japan Standard Occupational Classification (Dec. 2009, MIC Notification No. 555). JSCO codes and Japanese titles are reproduced unchanged; the links to O*NET occupations are AI Changing Work's own judgment and are not a MIC correspondence.

(AI Changing Work link release: jp-direct v1)

Sources, licenses and AI Changing Work's modification and translation notices for this page: Credits & sources