Table 1Transition record

marketing managertosearch engine optimisation expert

A marketing manager already meets 49% of what the search engine optimisation expert role asks for. The move turns on 6 required skills not yet in the profile.

From marketing manager

49%

Overlap1

To search engine optimisation expert

11 Skills carried over

6 Required, not held

48.9 Difficulty2

adjacent 0–30

moderate 30–55

substantial 55–75

career change 75–100

this move, 48.9

This move: 48.9 of 100 · moderate

1 Share of the search engine optimisation expert role’s weighted skill requirement already met by the marketing manager profile. Required skills count in full, supplementary skills at 0.35. Directional: the figure for the reverse move differs. 2 Combines what is missing with how specialised it is, so a gap of general skills scores easier than the same number of narrow ones.

Table 2

Table 2 · What you already bring

Of the 11 skills that carry over, these are the ones fewest other occupations ask for. A search engine optimisation expert role needs them, and most people applying for one will not have them already. This is the part of a marketing manager background worth leading with.

Skill the target role also needs Area

already held keywords in digital content information and communication technologies (icts)
already held manage content development projects management skills
already held use content management system software working with computers
already held web analytics information and communication technologies (icts)
already held conduct search engine optimisation working with computers
already held social media marketing techniques business, administration and law

All 11 carried skills, including the 8 the search engine optimisation expert role treats as required.

Table 3

Table 3 · What you would need to learn

The 16 missing skills fall into 6 areas of the ESCO skill hierarchy, numbered below in the order worth working in: the areas carrying the most required skills come first, and inside each one the required skills sit above the supplementary ones.

Skill to acquire Tier

01 working with computers 4 required

required, not held integrate content into output media required
required, not held develop digital content required
required, not held perform online data analysis required
required, not held use customer relationship management software required

02 communication, collaboration and creativity 1 required, 3 supplementary

required, not held provide written content required

optional, not held create content title optional
optional, not held execute email marketing optional
optional, not held translate requirements into visual design optional

03 management skills 1 required, 1 supplementary

required, not held enhance website visibility required

optional, not held plan digital marketing optional

04 information skills 3 supplementary

optional, not held identify ICT user needs optional
optional, not held provide cost benefit analysis reports optional
optional, not held study website behaviour patterns optional

05 business, administration and law 2 supplementary

optional, not held digital marketing techniques optional
optional, not held mobile marketing optional

06 social sciences, journalism and information 1 supplementary

optional, not held behavioural science optional

Table 4

Table 4 · Where to start

The 3 entries a search engine optimisation expert role is least likely to hire without. The ordering is computed from the skill data, not from what pays.

Each entry opens a course search for that skill. Career Overlap earns nothing from these links.

Appendix

Appendix · The rest of the record

All 11 skills that carry over

Skill Type

already held apply social media marketing skill
already held conduct search engine optimisation skill
already held content marketing strategy knowledge
already held keywords in digital content knowledge
already held manage content development projects skill
already held sales strategies knowledge
already held social media marketing techniques knowledge
already held web analytics knowledge
already held perform market research skill
already held use content management system software skill
already held use different communication channels skill

10 supplementary skills, helpful but not required

Skill to acquire Tier

optional, not held digital marketing techniques optional
optional, not held identify ICT user needs optional
optional, not held mobile marketing optional
optional, not held behavioural science optional
optional, not held create content title optional
optional, not held execute email marketing optional
optional, not held plan digital marketing optional
optional, not held provide cost benefit analysis reports optional
optional, not held study website behaviour patterns optional
optional, not held translate requirements into visual design optional

98 held skills the search engine optimisation expert role does not ask for

Skill Type

not needed by the target role align efforts towards business development skill
not needed by the target role analyse business plans skill
not needed by the target role analyse consumer buying trends skill
not needed by the target role analyse customer service surveys skill
not needed by the target role analyse data about clients skill
not needed by the target role analyse external factors of companies skill
not needed by the target role analyse internal factors of companies skill
not needed by the target role analyse work-related written reports skill
not needed by the target role apply strategic thinking skill
not needed by the target role approve advertising campaign skill
not needed by the target role assist in developing marketing campaigns skill
not needed by the target role brand marketing techniques knowledge
not needed by the target role business intelligence knowledge
not needed by the target role carry out sales analysis skill
not needed by the target role channel marketing knowledge
not needed by the target role collaborate in the development of marketing strategies skill
not needed by the target role communicate with customers skill
not needed by the target role communication principles knowledge
not needed by the target role conduct mobile marketing skill
not needed by the target role conduct online competitive analysis skill
not needed by the target role content development processes knowledge
not needed by the target role contract law knowledge
not needed by the target role coordinate events skill
not needed by the target role coordinate marketing plan actions skill
not needed by the target role corporate social responsibility knowledge
not needed by the target role cost management knowledge
not needed by the target role create annual marketing budget skill
not needed by the target role create media plan skill
not needed by the target role customer insight knowledge
not needed by the target role customer segmentation knowledge
not needed by the target role define measurable marketing objectives skill
not needed by the target role develop business plans skill
not needed by the target role develop online community plan skill
not needed by the target role e-commerce systems knowledge
not needed by the target role ensure client orientation skill
not needed by the target role ensure cross-department cooperation skill
not needed by the target role estimate profitability skill
not needed by the target role evaluate advertising campaign skill
not needed by the target role evaluate marketing content skill
not needed by the target role forecast sales over periods of time skill

58 further entries not listed here

3 gaps that are knowledge rather than practice

Knowledge gaps usually close through study. Practical skill gaps usually need something you can point at.

Skill to acquire Tier

optional, not held digital marketing techniques optional
optional, not held mobile marketing optional
optional, not held behavioural science optional

Index

Other moves recorded from marketing manager

Full index of moves from marketing manager

Note

How this record was compiled

Both occupations are taken from ESCO, which lists the skills and knowledge each occupation is expected to have and marks every one required or optional. Nothing here is a prediction about hiring, and nothing here knows that a particular employer wants a particular certificate. Treat Table 3 as a starting point for your own research rather than a syllabus. The full method states what these figures can and cannot tell you.