Table 1Transition record

search engine optimisation experttoonline marketer

A search engine optimisation expert already meets 27% of what the online marketer role asks for. The move turns on 19 required skills not yet in the profile.

From search engine optimisation expert

27%

Overlap1

To online marketer

10 Skills carried over

19 Required, not held

76.7 Difficulty2

adjacent 0–30

moderate 30–55

substantial 55–75

career change 75–100

this move, 76.7

This move: 76.7 of 100 · career change

1 Share of the online marketer role’s weighted skill requirement already met by the search engine optimisation expert 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 10 skills that carry over, these are the ones fewest other occupations ask for. A online marketer role needs them, and most people applying for one will not have them already. This is the part of a search engine optimisation expert background worth leading with.

Skill the target role also needs Area

already held execute email marketing communication, collaboration and creativity
already held use content management system software working with computers
already held perform online data analysis working with computers
already held conduct search engine optimisation working with computers
already held plan digital marketing management skills
already held apply social media marketing communication, collaboration and creativity

All 10 carried skills, including the 9 the online marketer role treats as required.

Table 3

Table 3 · What you would need to learn

The 36 missing skills fall into 8 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 communication, collaboration and creativity 5 required, 4 supplementary

required, not held implement sales strategies required
required, not held conduct mobile marketing required
required, not held create new concepts required
required, not held implement marketing strategies required
required, not held perform copywriting required

optional, not held adapt to change in marketing optional
optional, not held communicate price changes optional
optional, not held deal with pressure from unexpected circumstances optional
optional, not held develop inclusive communication material optional

02 working with computers 5 required, 2 supplementary

required, not held execute conversion testing required
required, not held digital communication and collaboration required
required, not held perform video editing required
required, not held creatively use digital technologies required
required, not held perform image editing required

optional, not held use e-services optional
optional, not held use personal organization software optional

03 management skills 4 required, 3 supplementary

required, not held apply customer engagement strategy required
required, not held apply strategic thinking required
required, not held manage budgets required
required, not held perform project management required

optional, not held conduct online competitive analysis optional
optional, not held plan social media marketing campaigns optional
optional, not held supervise brand management optional

04 business, administration and law 3 required, 4 supplementary

required, not held company policies required
required, not held web strategy assessment required
required, not held online ads campaign techniques required

optional, not held neuromarketing techniques optional
optional, not held competition law optional
optional, not held intellectual property law optional
optional, not held printed goods processes optional

05 information and communication technologies (icts) 1 required, 1 supplementary

required, not held e-commerce systems required

optional, not held information confidentiality optional

06 information skills 1 required

required, not held inspect data required

2 further areas in the appendix

Table 4

Table 4 · Where to start

The 3 entries a online marketer 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 10 skills that carry over

Skill Type

already held apply social media marketing skill
already held content marketing strategy knowledge
already held develop digital content skill
already held execute email marketing skill
already held perform market research skill
already held perform online data analysis skill
already held plan digital marketing skill
already held use content management system software skill
already held use different communication channels skill
already held conduct search engine optimisation skill

The 2 learning areas not shown above

Skill to acquire Tier

07 assisting and caring 2 supplementary

optional, not held apply information security policies optional
optional, not held protect personal data and privacy optional

08 engineering, manufacturing and construction 1 supplementary

optional, not held ICT communications protocols optional

17 supplementary skills, helpful but not required

Skill to acquire Tier

optional, not held adapt to change in marketing optional
optional, not held ICT communications protocols optional
optional, not held apply information security policies optional
optional, not held communicate price changes optional
optional, not held conduct online competitive analysis optional
optional, not held deal with pressure from unexpected circumstances optional
optional, not held information confidentiality optional
optional, not held neuromarketing techniques optional
optional, not held plan social media marketing campaigns optional
optional, not held competition law optional
optional, not held develop inclusive communication material optional
optional, not held intellectual property law optional
optional, not held printed goods processes optional
optional, not held protect personal data and privacy optional
optional, not held supervise brand management optional
optional, not held use e-services optional
optional, not held use personal organization software optional

17 held skills the online marketer role does not ask for

Skill Type

not needed by the target role behavioural science knowledge
not needed by the target role create content title skill
not needed by the target role digital marketing techniques knowledge
not needed by the target role enhance website visibility skill
not needed by the target role identify ICT user needs skill
not needed by the target role integrate content into output media skill
not needed by the target role keywords in digital content knowledge
not needed by the target role manage content development projects skill
not needed by the target role mobile marketing knowledge
not needed by the target role provide cost benefit analysis reports skill
not needed by the target role provide written content skill
not needed by the target role sales strategies knowledge
not needed by the target role social media marketing techniques knowledge
not needed by the target role study website behaviour patterns skill
not needed by the target role translate requirements into visual design skill
not needed by the target role use customer relationship management software skill
not needed by the target role web analytics knowledge

10 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

required, not held company policies required
required, not held e-commerce systems required
required, not held web strategy assessment required
required, not held online ads campaign techniques required
optional, not held ICT communications protocols optional
optional, not held information confidentiality optional
optional, not held neuromarketing techniques optional
optional, not held competition law optional
optional, not held intellectual property law optional
optional, not held printed goods processes optional

Index

Other moves recorded from search engine optimisation expert

Full index of moves from search engine optimisation expert

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.