The job of a Search Marketing Strategist requires constant research and provides an opportunity to be a constant problem solver.

For me, I start my day by checking on analytics, and sales if it’s an e-commerce website.

Next, I spend time checking on search queries and making sure the content aligns with search intent. For example, hopping into Google Search Console and seeing which queries are driving clicks and impressions and checking to see if there are any anomalies. This data also helps with future content creation as well which is a part of each day; content opportunities. These queries help me decide whether content on product pages can be improved or even turned into blog posts to help customers along on their buying journey.

Google Search Console

A part of my day is also spent focusing on any on-page issues. Tools like Semrush helps keep track of new issues via a scheduled audit and I can keep track of any page loading or page speed issues that may occur or 404 errors.

Competitor research is also a big part of being a Search Marketer. It’s important to know what your competitors are up to, which types of campaigns they’re running and which pieces of content are helping drive traffic to their website. Once again a tool like Semrush or Ahrefs helps me check competitor backlinks as well as their top keywords and pages.

Lastly, I make time each day for learning which is something I look forward to each day. This includes reading articles from Search Engine Journal and viewing video content from experts like Brian Dean and more.

A rough estimate for my day covers 25% checking on technical issues, 25% getting an overview (looking at analytics and getting an idea of the overall trends), 25% discovering new opportunities through keyword research & competitor research, and 25% on daily learning.

Pros

Being able to problem-solve each day is rewarding. On top of that, being able to attribute a client’s success with the strategies that you’ve suggested and implemented is a great feeling. For me, I like celebrating small wins. So much of Search Marketing is about a culmination of small wins that lead to long-term success.

Another great thing about search marketing is that it can be performed remotely, anywhere as long as you have an internet connection and a reliable computer. Most of the tools are browser-based (unless you’re using an audit tool like ScreamingFrog) and won’t take up too many of your computer resources.

Cons

Unfortunately, so much of the job requires putting your faith in Google. Quite a bit of the success of campaigns requires backlinks which is arguably the most difficult part of the job and it can take some time to get used to hearing back from outreach campaigns at a 10% success rate or lower.

Rankings can also fluctuate at any time so there are times when it can be disappointing to see rankings drop especially after putting in hard work.

Another thing you will run into as a Search Marketer is finding the right tools to help you.

Unfortunately, there aren’t any all-in-one tools and some tools may overlap. New helpful tools come out every day so it’s important to take some time to try them out to help improve your workflow.

Advice to aspiring Search Marketing Strategists

For any students who are interested in becoming a search marketer, it would be best to take marketing courses at your school or university as a way to get started.

Next, it’s important to ask yourself a few questions:

• Am I passionate about diving into the mindset of my target audience in order to be as helpful as possible with relevant content?
• Do you enjoy researching and the thought of a new day bringing new keyword and content opportunities?
• Are you prepared to commit long-term? The results you’re looking for can often take months or even years to achieve.

For aspiring search marketers who want to dive in with a more hands-on approach, starting your own blog on a niche topic that you’re passionate about is a great way to apply all of the marketing principles you’ve learned through your courses and your own research.

With your own website or blog, you have the opportunity to become disciplined and learn not only search marketing skills but project & time management, and content planning as well.

I highly recommend having Google Analytics and Search Console installed for your website. Having your own analytics to view and evaluate is extremely helpful for you to grow each day as a search marketer.

Google Analytics

You can track your progress and celebrate each win.

Lastly, search marketing isn’t just limited to Google & Bing. YouTube and other social media platforms have their own SEO options as well. Look into how they differ and deliver the best possible content to their audience.

Be curious, research & test, and be excited knowing that search marketing provides an infinite number of opportunities.

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