Search Marketing Strategists earn a median of $78,760 per year ($37.87/hr) (BLS OEWS, May 2025). Employment is projected to grow 7.0% through 2035, with about 82,000 openings a year (BLS EP, 2025–2035). Typical entry-level education: Bachelor's degree.
- SOC 13-1161
- Business and Financial Operations
- Last updated October 15, 2026
At a glance
Search Marketing Strategist in four numbers
- Median pay
- $78,760a year, or $37.87/hrBLS OEWS, May 2025Lowest 10% $43KTop 10% $155K
US median, all jobs: $50,980
- Projected growth
- +7.0%Much faster than averageBLS EP, 2025–2035This career+7%All jobs+3.5%
Projected employment change, 2025–2035 Item Value This career +7% All jobs +3.5% - Openings a year
- 82,000952,700 jobs todayBLS EP, 2025–2035
- Jobs in 2025952.7K
- Projected 20351M
Employment, 2025–2035 Item Value Jobs in 2025 952.7K Projected 2035 1M - Typical education
- Bachelor'sneeded to enterBLS EP, 2025–2035; mix: O*NET
- High school4.4%
- Certificate8.7%
- Some college17.4%
- Associate's21.7%
- Bachelor's47.8%
Highest education held by search marketing strategists Segment Value High school 4.4% Certificate 8.7% Some college 17.4% Associate's 21.7% Bachelor's 47.8%
Also advertised as: Digital Marketing Strategist, Digital Media Planner, Internet Marketing Specialist, Marketing Consultant, Online Marketing Consultant, Paid Search Consultant.
Pay
How much do search marketing strategists make?
Search Marketing Strategists earn a median of $78,760 a year ($37.87 an hour, or about $6,560 a month); the lowest-paid 10% earn less than $43,390 and the top 10% more than $155,480 (BLS OEWS, May 2025).
The best-paying state is Massachusetts, with a median of $101,810. See Search marketing strategist salary in Massachusetts and every other state. By city, pay is highest around San Jose ($154,130 average): salary in every city.
Every search marketing strategist in the US, by percentile of annual wage
Median
$78,760
Middle half earn $58,350 to $108,310
- 10th
- $43,390
- 25th
- $58,350
- 75th
- $108,310
- 90th
- $155,480
All US occupations: $50,980
| Percentile | Value |
|---|---|
| 10th | $43,390 |
| 25th | $58,350 |
| Median | $78,760 |
| 75th | $108,310 |
| 90th | $155,480 |
| All US occupations | $50,980 |
Source: BLS OEWS, May 2025
- Median annual wage
- $78,760
- Median hourly wage
- $37.87/hr
- Mean annual wage
- $89,490
- People employed
- 899,580
Versus all US occupations
At $78,760, Search Marketing Strategists earn 54% above the $50,980 median across all US occupations, a difference of $27,780 a year.
Versus business and financial operations occupations
The median is typical for the Business and Financial Operations group, where the middle occupation pays $80,730.
Pay range
The top 10% earn $155,480 or more while the bottom 10% earn $43,390, a gap of 3.6×. That is an unusually wide spread, which usually tracks specialisation, employer type and years of experience.
Rank in the bank
This median pays more than 57% of the 1,741 occupations in the NueCareer career bank.
Cost of living
Massachusetts posts the highest raw median ($101,810), but once local prices are taken into account Delaware leads at $101,465 in national-average dollars.
Pay by state
Which states pay search marketing strategists the most?
State medians come from the same OEWS release as the national figures. The cost-of-living column divides each state median by that state's BEA Regional Price Parity, restating pay in national-average dollars so a high-cost state and a low-cost one can be compared directly.
| State | Median | COL-adjusted | Employed |
|---|---|---|---|
| 1Massachusetts | $101,810 | $96,268 | 39,710 |
| 2Delaware | $101,270 | $101,465 | 3,570 |
| 3New York | $98,580 | $91,345 | 80,500 |
| 4District of Columbia | $98,090 | $89,253 | 6,340 |
| 5Washington | $95,120 | $88,886 | 24,460 |
| 6California | $94,700 | $85,531 | 119,070 |
| 7Colorado | $93,050 | $90,294 | 27,880 |
| 8New Jersey | $88,190 | $81,053 | 22,990 |
| 9Minnesota | $87,510 | $88,734 | 21,280 |
| 10Rhode Island | $86,240 | $84,318 | 3,210 |
Job outlook
Is search marketing strategist a growing career?
Employment change over 2025–2035, against every US occupation
Much faster than average. +7.0% projected growth vs 3.5% for all occupations.
| Item | Value |
|---|---|
| Search Marketing Strategists | +7% |
| All US occupations | +3.5% |
Source: BLS EP, 2025–2035
Much faster than average
BLS projects employment of Search Marketing Strategists to change 7.0% over 2025–2035, roughly 2.0× the 3.5% projected for all occupations. That is 66,300 more jobs.
Annual openings
About 82,000 openings are projected each year, 8.6% of the 952,700 jobs that existed in 2025. Most come from workers leaving the occupation, not from growth alone.
Many of those openings are expected to result from the need to replace workers who transfer to different occupations or exit the labor force, such as to retire.
Employment growth is expected to be driven by an increasing use of data and market research across many industries. These workers will be needed to help understand the needs and wants of customers, measure the effectiveness of marketing and business strategies, and identify the factors affecting product demand.
The increase in the collection and analyses of big data, extremely large sets of information, such as social media comments or online product reviews, can provide insight on consumer behaviors and preferences. Businesses will need market research analysts to conduct analyses of this data and information.
AI exposure: very high
BLS places this occupation in its very high relative AI exposure category, among the occupations most exposed to current AI.
Getting in
How to become a search marketing strategist
Market research analysts typically need a bachelor’s degree. Some employers require or prefer that job candidates have a master’s degree. Strong research and analytical skills are essential.
- 1
Typical entry-level education
Bachelor's degree
- 2
Work experience in a related occupation
None
- 3
Typical on-the-job training
None
- 4
Preparation needed (O*NET job zone)
Considerable preparation
BLS Employment Projections, 2025–2035; job zone from O*NET 31.0 Database.
What education people in the job have
O*NET incumbent survey: the highest level of education reported by people already working as search marketing strategists.
- Bachelor's Degree47.8%
- Associate's Degree or other 2-year degree21.7%
- Some College Courses17.4%
- Post-Secondary Certificate8.7%
- High School Diploma or the equivalent (such as a GED)4.4%
| Item | Value |
|---|---|
| Bachelor's Degree | 47.8% |
| Associate's Degree or other 2-year degree | 21.7% |
| Some College Courses | 17.4% |
| Post-Secondary Certificate | 8.7% |
| High School Diploma or the equivalent (such as a GED) | 4.4% |
Source: O*NET 31.0 Database
The work
What does a search marketing strategist do?
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.
Market research analysts study consumer preferences, business conditions, and other factors to assess potential sales of a product or service. They help companies understand what products people want, who will buy them, and at what price.
Day-to-day tasks
- Manage tracking and reporting of search-related activities and provide analyses to marketing executives.
- Optimize digital assets, such as text, graphics, or multimedia assets, for search engine optimization (SEO) or for display and usability on internet-connected devices.
- 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.
- Participate in the development or implementation of online marketing strategy.
- Optimize Web site exposure by analyzing search engine patterns to direct online placement of keywords or other content.
- Coordinate with developers to optimize Web site architecture, server configuration, or page construction for search engine consumption and optimal visibility.
- Assist in setting up or optimizing analytics tools for tracking visitors' behaviors.
- Identify appropriate Key Performance Indicators (KPIs) and report key metrics from digital campaigns.
O*NET core tasks, ordered by reported importance.
Working conditions and hours
Most market research analysts work full time during regular business hours.
Where the work happens
Indoors, climate-controlled
NeverEvery dayOutdoors in all weather
NeverEvery dayAlmost never works outdoors.
Physical demands
Sitting
NeverAlmost all the timeSeated for more than half the working day.
Standing
NeverAlmost all the timeBending or twisting
NeverAlmost all the time
Working with people
Contact with other people
NoneConstantFace-to-face discussions
NeverEvery dayDealing with the public
Not importantExtremely important
Pressure and stakes
Strict deadlines
NeverEvery dayConflict situations
NeverEvery dayCost of a mistake
Not seriousExtremely serious
Autonomy
Freedom to decide
NoneA lotA lot of freedom to make decisions without checking first.
Schedules: BLS Occupational Outlook Handbook, 2025–2035 edition. Conditions: O*NET Work Context survey. Each item has its own scale, so each dot is read against the two answers that end its own line.
Where search marketing strategists work
Share of jobs by employer type
- Management, scientific, and technical consulting services11%
- Finance and insurance10%
- Information9%
- Management of companies and enterprises7%
- Wholesale trade7%
| Item | Value |
|---|---|
| Management, scientific, and technical consulting services | 11% |
| Finance and insurance | 10% |
| Information | 9% |
| Management of companies and enterprises | 7% |
| Wholesale trade | 7% |
Source: BLS Occupational Outlook Handbook, 2025–2035 edition
Core skills
O*NET importance, 1 to 5
- Reading Comprehension3.9
- Active Listening3.8
- Critical Thinking3.8
- Active Learning3.8
- Speaking3.6
- Writing3.5
- Monitoring3.4
- Learning Strategies2.9
| Item | Value |
|---|---|
| Reading Comprehension | 3.9 |
| Active Listening | 3.8 |
| Critical Thinking | 3.8 |
| Active Learning | 3.8 |
| Speaking | 3.6 |
| Writing | 3.5 |
| Monitoring | 3.4 |
| Learning Strategies | 2.9 |
Source: O*NET 31.0 Database
Transferable skills
O*NET importance, 1 to 5
- Complex Problem Solving3.9
- Judgment and Decision Making3.8
- Systems Analysis3.4
- Systems Evaluation3.4
- Coordination3.3
- Persuasion3.3
- Instructing3.1
- Time Management3.1
| Item | Value |
|---|---|
| Complex Problem Solving | 3.9 |
| Judgment and Decision Making | 3.8 |
| Systems Analysis | 3.4 |
| Systems Evaluation | 3.4 |
| Coordination | 3.3 |
| Persuasion | 3.3 |
| Instructing | 3.1 |
| Time Management | 3.1 |
Source: O*NET 31.0 Database
Tools and software
- Business intelligence and data analysis software · in demand
- Data base management system software · in demand
- Data base user interface and query software · in demand
- Data mining software · in demand
- Electronic mail software · in demand
- Graphics or photo imaging software · in demand
- Object or component oriented development software · in demand
- Office suite software · in demand
- Presentation software · in demand
- Process mapping and design software · in demand
- Project management software · in demand
- Sales and marketing software · in demand
“In demand” marks an O*NET Employer-Based Hot Technology, software named in real job postings for this occupation.
The workforce
Who works as a search marketing strategist?
Women make up 62.3% of search marketing strategists, against 47.1% of all employed people: more women than in the workforce as a whole.
Only 13.8% are 55 or older (23.2% across all jobs): a young workforce.
The median worker is 38.5 years old (all workers: 42.1).
- Women
- 62.3%All workers 47.1% · BLS CPS, 2025
- Median age
- 38.5All workers 42.1 · BLS CPS, 2025
- Aged 55+
- 13.8%All workers 23.2% · BLS CPS, 2025
- Employed (CPS)
- 542,000BLS CPS, 2025
| Group | Share of search marketing strategists | All employed people |
|---|---|---|
| Women | 62.3% | 47.1% |
| White | 77.5% | 75.7% |
| Black or African American | 8.1% | 12.7% |
| Asian | 10.7% | 7.5% |
| Hispanic or Latino (any race) | 11.7% | 20.0% |
| Aged 55 and over | 13.8% | 23.2% |
| Aged 16 to 24 | 12.0% | 12.2% |
Current Population Survey annual averages, 2025 (BLS tables 11 and 11b). Race groups can overlap with Hispanic or Latino ethnicity, so they do not sum to 100%.
Personality fit
What personality type suits a search marketing strategist?
O*NET Occupational Interests (RIASEC), scored 1 to 7
| Axis | Search Marketing Strategist |
|---|---|
| Realistic | 1 |
| Investigative | 4 |
| Artistic | 3 |
| Social | 3 |
| Enterprising | 6 |
| Conventional | 5 |
Source: O*NET 31.0 Database
What the work is built around
Day to day this is work built around leading, persuading, selling and making decisions, combined with organising, following procedures and working precisely with data.
- Enterprising5.5
- Conventional4.7
- Investigative3.8
- Artistic3.2
- Social2.8
- Realistic1.0
Closest MBTI types
NueCareer fit scores: cosine similarity between each MBTI type's interest vector and this occupation's O*NET interest profile. Not a BLS or O*NET figure; the method is documented on our methodology page.
Explore further
Careers related to Search Marketing Strategist
O*NET related occupations
- Computer and Mathematical
- Business and Financial Operations
Market Research Analyst and Marketing Specialist
$78,760median a year
Most earn $43K to $155K
+7.0%Bachelor's - Management
- Management
- Computer and Mathematical
- Computer and Mathematical
More business and financial operations careers
Median annual pay, with search marketing strategists highlighted
- Financial Advisor$105,070
- Accountant$83,680
- Insurance Underwriter$81,370
- Coroner$80,730
- Search Marketing Strategist$78,760
- Claims Adjuster, Examiner, and Investigator$78,000
- Loan Officer$76,690
- Human Resources Specialist$75,940
- Appraiser and Assessor of Real Estate$67,960
| Item | Value |
|---|---|
| Financial Advisor | $105,070 |
| Accountant | $83,680 |
| Insurance Underwriter | $81,370 |
| Coroner | $80,730 |
| Search Marketing Strategist | $78,760 |
| Claims Adjuster, Examiner, and Investigator | $78,000 |
| Loan Officer | $76,690 |
| Human Resources Specialist | $75,940 |
| Appraiser and Assessor of Real Estate | $67,960 |
Source: BLS OEWS, May 2025
Lists Search Marketing Strategist appears on
Questions
Search Marketing Strategist: frequently asked questions
How much do search marketing strategists make?
Search Marketing Strategists earn a median of $78,760 a year (BLS OEWS, May 2025). That is 54% above the $50,980 median for all US occupations. That works out at $37.87/hr. The middle half earn between $58,350 and $108,310. The top 10% earn $155,480 or more.
How much do search marketing strategists make an hour?
The median hourly wage for search marketing strategists is $37.87 (BLS OEWS, May 2025). On a full-year basis the $78,760 annual median works out to about $6,560 a month before tax.
What is the starting salary for a search marketing strategist?
BLS does not publish a starting salary. The nearest measure is the low end of the pay range: the lowest-paid 10% of search marketing strategists earn less than $43,390 a year and the bottom quarter less than $58,350 (BLS OEWS, May 2025). New workers often start near that end, but where a particular job starts depends on the employer, the state and the credentials you bring, so read these as the bottom of the range rather than a guaranteed entry wage.
Do search marketing strategists make $100k?
Some do. $100,000 sits between the median ($78,760) and the 75th percentile ($108,310), so roughly a quarter to a half of search marketing strategists earn more than that (BLS OEWS, May 2025). In 2 states the median itself is above $100,000: Massachusetts ($101,810), Delaware ($101,270).
Which states pay search marketing strategists the most?
The highest state medians for Search Marketing Strategists are Massachusetts ($101,810), Delaware ($101,270), New York ($98,580) (BLS OEWS, May 2025). Adjusted for local prices using BEA Regional Price Parities, Delaware moves to the top at $101,465.
What kind of search marketing strategist earns the most?
BLS does not split search marketing strategists' pay by specialty or employer, but its range shows how far the top end runs: the highest-paid 10% earn more than $155,480, against a median of $78,760 (BLS OEWS, May 2025). Location moves pay the most in the published data: the best-paying states are Massachusetts ($101,810), Delaware ($101,270), New York ($98,580).
Do you need a degree to become a search marketing strategist?
Yes. BLS reports a bachelor's degree as the typical entry-level education for Search Marketing Strategists, and O*NET rates the preparation needed as considerable preparation. In O*NET's survey of people already doing the job, 47.8% hold bachelor's degree.
How long does it take to become a search marketing strategist?
BLS does not publish a fixed length; it depends on the route. What it does publish: the typical way in for search marketing strategists is a bachelor's degree. O*NET classes the work as needing considerable preparation.
Is search marketing strategist a growing career?
Yes, strongly. Employment is projected to grow 7.0% over 2025–2035, more than double the 3.5% projected for all occupations (BLS EP, 2025–2035). BLS still projects about 82,000 openings a year, mostly from workers retiring or moving to other work.
What does a search marketing strategist do?
Market research analysts study consumer preferences, business conditions, and other factors to assess potential sales of a product or service. A core O*NET task: manage tracking and reporting of search-related activities and provide analyses to marketing executives. Employers most often ask for Business intelligence and data analysis software, Data base management system software, Data base user interface and query software.
Do search marketing strategists work 40 hours a week?
Yes, for most. In O*NET's survey of people in the job, 39% of search marketing strategists usually work more than 40 hours a week, 61% work exactly 40 and 0% work fewer. 96% say their schedule is regular and 4% irregular. Source: O*NET 31.0 Database, Work Context.
What personality type suits a search marketing strategist?
O*NET scores Search Marketing Strategists highest on the Enterprising, Conventional and Investigative interest areas, so the work mixes leading, persuading, selling and making decisions with organising, following procedures and working precisely with data. On NueCareer's MBTI-to-interest mapping that lines up most closely with ENTJ personalities. Personality is a fit signal, not a gate. The free NueCareer quiz scores your own profile against all 1,731 careers in the bank.
What percentage of search marketing strategists are women?
Women make up 62.3% of search marketing strategists, against 47.1% of all employed people: more women than in the workforce as a whole. Only 13.8% are 55 or older (23.2% across all jobs): a young workforce. The median worker is 38.5 years old (all workers: 42.1). Source: BLS Current Population Survey, 2025 annual averages.