AI exposure: Search Marketing Strategists
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.
Reading this score
computed58.0% of this occupation's weighted task load is exposed, which puts Search Marketing Strategists at the 94th percentile of 923 occupations. The capability is largely there. Its average task scores 3.2 out of 4 on what a current system can produce, and the frictions that hold other jobs in place are comparatively weak here.
What holds the line here is context. Across this occupation's 36 tasks it averages 1.86 out of 3, the highest of the five friction dimensions. In plain terms, the work depends on knowledge the model cannot hold. Much of this job runs on things that were never written down: what this particular organisation does, what happened last week, what the person across the table actually meant. That context is the barrier, and it erodes as systems are given more access.
The most exposed thing this job does is Collect and analyze Web metrics, at 86.7%. The least is Execute and manage communications with digital journalists or bloggers, at 30.0%. A gap of 56.7% between two parts of the same job is the reason this index publishes at task level. An occupation-wide number would have hidden both.
Within business and financial operations occupations, this one is more exposed than most. The median across the 48 roles in the group is 47.1%, and only 8 of them score higher than this. Occupational families are not uniform, and the spread inside them is often wider than the gap between them.
What would move this score. Of 36 tasks, 36 are currently banded exposed, 0 assisted and 0 untouched. For that distribution to shift materially would take systems being given deeper access to the organisation's own records and history, which is already happening. The score is re-computed every quarter against a fresh capability reference, and the change is published rather than quietly applied.
Task by task
36 tasks, O*NET 31.0| Task | Exposed | Assisted | Untouched | Importance | Band |
|---|---|---|---|---|---|
| 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. | 86.7% | 13.3% | 0.0% | 4.52 | exposed |
| Optimize Web site exposure by analyzing search engine patterns to direct online placement of keywords or other content. | 86.7% | 13.3% | 0.0% | 4.27 | exposed |
| Combine secondary data sources with keyword research to more accurately profile and satisfy user intent. | 86.7% | 13.3% | 0.0% | 4.09 | exposed |
| Optimize digital assets, such as text, graphics, or multimedia assets, for search engine optimization (SEO) or for display and usability on internet-connected devices. | 80.0% | 20.0% | 0.0% | 4.52 | exposed |
| Assist in setting up or optimizing analytics tools for tracking visitors' behaviors. | 80.0% | 20.0% | 0.0% | 4.17 | exposed |
| Optimize shopping cart experience or Web site conversion rates against Key Performance Indicators (KPIs). | 80.0% | 20.0% | 0.0% | 3.86 | exposed |
| Improve search-related activities through ongoing analysis, experimentation, or optimization tests, using A/B or multivariate methods. | 80.0% | 20.0% | 0.0% | 3.83 | exposed |
| 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. | 80.0% | 20.0% | 0.0% | 3.61 | exposed |
| Prepare electronic commerce designs or prototypes, such as storyboards, mock-ups, or other content, using graphics design software. | 80.0% | 20.0% | 0.0% | 2.85 | exposed |
| Develop transactional Web applications, using Web programming software and knowledge of programming languages, such as hypertext markup language (HTML) and extensible markup language (XML). | 76.7% | 23.3% | 0.0% | 3.10 | exposed |
| Identify appropriate Key Performance Indicators (KPIs) and report key metrics from digital campaigns. | 73.3% | 26.7% | 0.0% | 4.17 | exposed |
| Identify and develop commercial or technical specifications, such as usability, pricing, checkout, or data security, to promote transactional internet-enabled commerce functionality. | 73.3% | 26.7% | 0.0% | 3.00 | exposed |
| Implement online customer service processes to ensure positive and consistent user experiences. | 66.7% | 33.3% | 0.0% | 3.42 | exposed |
| Resolve product availability problems in collaboration with customer service staff. | 66.7% | 33.3% | 0.0% | 2.69 | exposed |
| 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. | 65.0% | 10.0% | 25.0% | 3.26 | exposed |
| Manage tracking and reporting of search-related activities and provide analyses to marketing executives. | 64.2% | 23.3% | 12.5% | 4.52 | exposed |
| Evaluate new emerging media or technologies and make recommendations for their application within Internet marketing or search marketing campaigns. | 61.3% | 26.2% | 12.5% | 3.48 | exposed |
| Identify methods for interfacing Web application technologies with enterprise resource planning or other system software. | 55.0% | 20.0% | 25.0% | 2.33 | exposed |
| Coordinate with developers to optimize Web site architecture, server configuration, or page construction for search engine consumption and optimal visibility. | 50.0% | 25.0% | 25.0% | 4.26 | exposed |
| Identify, evaluate, or procure hardware or software for implementing online marketing campaigns. | 50.0% | 25.0% | 25.0% | 3.43 | exposed |
| Conduct financial modeling for online marketing programs or Web site revenue forecasting. | 50.0% | 25.0% | 25.0% | 3.00 | exposed |
| Assist in the development of online transaction or security policies. | 50.0% | 25.0% | 25.0% | 2.77 | exposed |
| Collaborate with other marketing staff to integrate and complement marketing strategies across multiple sales channels. | 45.0% | 30.0% | 25.0% | 3.87 | exposed |
| Propose online or multiple-sales-channel campaigns to marketing executives. | 45.0% | 30.0% | 25.0% | 3.50 | exposed |
| 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. | 45.0% | 30.0% | 25.0% | 3.39 | exposed |
| Assist in the evaluation or negotiation of contracts with vendors or online partners. | 45.0% | 30.0% | 25.0% | 2.85 | exposed |
| Define product requirements, based on market research analysis, in collaboration with user interface design and engineering staff. | 40.0% | 35.0% | 25.0% | 2.94 | exposed |
| Participate in the development or implementation of online marketing strategy. | 37.5% | 25.0% | 37.5% | 4.52 | exposed |
| Communicate and collaborate with merchants, Webmasters, bloggers, or online editors to strategically place hyperlinks. | 37.5% | 25.0% | 37.5% | 3.48 | exposed |
| 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. | 35.4% | 27.1% | 37.5% | 3.10 | exposed |
| Create content strategies for digital media. | 30.0% | 20.0% | 50.0% | 4.14 | exposed |
| Conduct online marketing initiatives, such as paid ad placement, affiliate programs, sponsorship programs, email promotions, or viral marketing campaigns on social media Web sites. | 30.0% | 20.0% | 50.0% | 3.73 | exposed |
| Purchase or negotiate placement of listings in local search engines, directories, or digital mapping technologies. | 30.0% | 20.0% | 50.0% | 3.22 | exposed |
| Execute or manage social media campaigns to inform search marketing tactics. | 30.0% | 20.0% | 50.0% | 3.05 | exposed |
| Execute or manage banner, video, or other non-text link ad campaigns. | 30.0% | 20.0% | 50.0% | 2.89 | exposed |
| Execute and manage communications with digital journalists or bloggers. | 30.0% | 20.0% | 50.0% | 2.75 | exposed |
Task text and importance ratings sourced from O*NET 31.0. Shares computed. The occupation score is the importance-weighted mean.
Where the score comes from
judgedEvery task is scored through the standardised work activities it maps to. These are this occupation’s averages on the six rubric dimensions. Capability is what AI can do; the other five are what stands in the way.
| Dimension | Mean | Scale |
|---|---|---|
| Capability | 3.21 | 0-4 |
| Embodiment | 0.29 | 0-3 |
| Presence | 0.67 | 0-3 |
| Accountability | 0.67 | 0-3 |
| Context | 1.86 | 0-3 |
| Verification cost | 1.11 | 0-3 |
What this means in practice
Where most of a role's weighted task load is exposed, the work that survives is usually the part of the job nobody wrote into the job description: deciding what should be produced rather than producing it, and being answerable for the result. The tasks lowest on this page are a better guide to where to spend your time than any general advice about the future of work.
Occupations either side of this one
The four closest scores in the same occupational family, then the four closest anywhere in the index.
Read this carefully. Exposure is not displacement. A high score means current AI systems can produce this work, not that anyone will stop paying a person to do it. Adoption depends on economics, regulation and inertia that this index deliberately does not model. How the score is built.