A search engine marketing analyst optimizes search engine results. In some cases, the analyst will have a budget to adhere to and sales goals to meet. Therefore, consistent troubleshooting regarding the most effective methods to drive customers to the website is important. The analyst should come up with new keywords that customers may use that will direct them to the company's website.
A large part of the job is carrying out continuous analyses of the data derived from search engines to make sure that tracking data is functioning properly. Some things that are to be watched are ad tracking, click-through rates, and the points at which customers moved away from the purchasing process. Research regarding consumer preferences, buying trends, and customer interests should be carried out. The analyst may also help to identify new areas of focus for the company. Report-making and presentation skills are necessary in order to be able to present data to management. The analyst may come up with ad copy to be placed on search engines. In some cases, the analyst may also provide input into the design of ads, including their aesthetic appeal. The search engine marketing analyst may work on a team, though much of the work is done independently.
Strong computer skills, along with search engine management and optimization skills, are needed. A bachelor’s degree in a related field is preferred for this position, along with experience with search engine and advertising analysis.
Search Engine Marketing (SEM) Analyst Tasks
Seek and provide information to help companies determine new online customer markets.
Measure and assess customer satisfaction of website.
Collect and analyze data on internet site access destinations, customer preferences, and buying habits to identify potential markets.
Conduct research on online consumer trends to predict successful electronic marketing strategies.