Digital and Traditional Marketing Careers | Search Engine Optimization Specialist

Search Engine Optimization Specialist

Career Area: Marketing and Public Relations

Occupation Group: Marketing Specialists

Salary

Percentile wages tell how much a certain percentage of an overall population in a geographic area or within a given industry or field makes. The percentile wage estimate is the value of a wage below which a certain percent of workers fall.

An example would be the 25th percentile, 25 percent of workers employed in that occupation earn less and 75 percent earn more than the estimated wage value. At the 75th percentile, 75 percent of workers employed in that occupation earn less and 25 percent earn more than the estimated wage value.

A typical Search Engine Optimization Specialist earns the following wages (national and state):

State

The average salary in North Carolina for those pursuing this career is $66,299

*The salaries depicted here are representative of the range of salaries posted in job listings over the past year. Living wage in North Carolina is $30,000.

National

The average salary in the United States for those pursuing this career is $65,588

*The salaries depicted here are representative of the range of salaries posted in job listings over the past year. Living wage in North Carolina is $30,000.

What Does a Professional in this Career Do?

Develops and edits websites to make them more attractive to search engines and improve the rank of the website in search engine results lists. Writes and edits text and other site content. Analyzes marketing data related to search query results.

Employment Trends

The job demand and job growth statistics shown here were derived from job posts over the past year. Expected job growth projections are extrapolated from year-over-year job post listing history.

Job demand and job growth is expected at the following rates:

LocationGrowth
North Carolina386+11.4%
Nationwide11560+9.3%

Skills

A professional in this position typically utilizes the following skills in the course of everyday work in this exciting and challenging field:

Baseline Skills

The following are baseline skills every Search Engine Optimization Specialist is expected to have in order to experience success in this field:

  • Communication Skills: The ability to convey information to another effectively and efficiently.
  • Teamwork / Collaboration: Experience working in collaborative efforts with a team to achieve a common goal or to complete a task in the most effective and efficient way.
  • Research: Experience performing creative and systematic work to understand a product, market, or customer, either before building a new solution, or to troubleshoot an existing issue
  • Creativity: Mental characteristic that allows a person to think outside of the box, which results in innovative or different approaches to a particular task.
  • Writing: Experience expressing business messages effectively in written form. This may include planning drafting and revising as necessary.

Specialized Skills

These skills are specific to working in this career:

  • Google Analytics: Google Analytics is a freemium web analytics service offered by Google that tracks and reports website traffic.
  • Search Engine Optimization (SEO): Search engine optimization (SEO) is the process of affecting the online visibility of a website or a web page in a web search engine's unpaid results.
  • Keyword Research: Keyword research is a practice search engine optimization (SEO) professionals use to find and research alternative search terms that people enter into search engines while looking for a similar subject.
  • Digital Marketing: Digital marketing (also known as data-driven marketing) is an umbrella term for the marketing of products or services using digital technologies, mainly on the Internet, but also including mobile phones, display advertising, and any other digital medium.
  • Project Management: Project management is the discipline of initiating, planning, executing, controlling, and closing the work of a team to achieve specific goals and meet specific success criteria.

Distinguishing Skills

Any Search Engine Optimization Specialist that possesses the following skills will stand out against the competition:

  • Search Engine Marketing (SEM): Search engine marketing (SEM) is a form of Internet marketing that involves the promotion of websites by increasing their visibility in search engine results pages (SERPs) primarily through paid advertising.
  • Content Marketing: Content marketing is a form of marketing focused on creating, publishing and distributing content for a targeted audience online.
  • Paid Search: Working experience of Paid Search, which advertising within the sponsored listings of a search engine or a partner site by paying either each time an ad is clicked (pay-per-click - PPC) or less commonly, when an ad is displayed (cost-per-impression - CPM).
  • Google AdWords: Google AdWords is an online advertising service, developed by Google, where advertisers pay to display brief advertising copy, products and video to web users.
  • Copywriting: Working experience writing content that aims to increase brand awareness and ultimately persuade a person or group to take a particular action.

Experience

This position typically requires the following level of experience. The numbers presented in the pie charts below were derived from actual job posts over the past year. Not all job postings list experience requirements.

Experience Required%
0 to 2 years33%
3 to 5 years46%
6 to 8 years13%

Many of the programs offered through NC State are designed for working professionals who need additional credentials to enhance existing work experience.

Students who do not have the expected level of experience may wish to look into internship and employment opportunities.

Common Job Titles

It is possible to find work in this field in positions commonly listed as the following job titles:

  • Seo Specialist
  • Seo Strategist
  • Seo Analyst
  • Keyword
  • Seo Content Writer

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