Search engine optimisation expert to online 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.
76.7/ 100
1 How much of what an online marketer is expected to do is already part of a search engine optimisation expert’s work. Directional: the figure for the reverse move differs, because moving into a speciality is not the same problem as moving out of one. 2 Every skill the online marketer role is recorded as needing, required and optional together. What these numbers mean.
Why this move works
An online marketer role treats 9 of its required skills as things a search engine optimisation expert already does. You would walk in with these on day one.
- apply social media marketing
- content marketing strategy
- develop digital content
- execute email marketing
- perform market research
- perform online data analysis
What stands in the way is 19 required skills the profile does not yet cover. Table 3 groups them; Table 4 says which to take first.
Table 2 · What you already bring
Of the 10 skills that carry over, these are the ones fewest other occupations ask for. An 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.
- 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 · What you may need to learn
The 36 missing skills fall into 8 areas of the ESCO skill hierarchy, numbered in the order worth working in. Areas carrying the most required skills come first, and inside each one the required skills sit above the optional ones. Nothing here is a verdict on you: it is a list of what this particular job asks for that your current one does not.
- still to learn implement sales strategies required
- still to learn conduct mobile marketing required
- still to learn create new concepts required
- still to learn implement marketing strategies required
- still to learn 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
- still to learn execute conversion testing required
- still to learn digital communication and collaboration required
- still to learn perform video editing required
- still to learn creatively use digital technologies required
- still to learn perform image editing required
- optional, not held use e-services optional
- optional, not held use personal organization software optional
- still to learn apply customer engagement strategy required
- still to learn apply strategic thinking required
- still to learn manage budgets required
- still to learn 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
- still to learn company policies required
- still to learn web strategy assessment required
- still to learn 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
- still to learn e-commerce systems required
- optional, not held information confidentiality optional
- still to learn inspect data required
2 further areas in the appendix
Table 4 · Where to start
The 3 entries an online marketer role is least likely to hire without. The ordering is computed from the skill data, not from what pays.
- 01 execute conversion testing practise this
- 02 company policies study this
- 03 digital communication and collaboration practise this
Each entry opens a course search for that skill. Career Overlap earns nothing from these links.
Appendix · The rest of the record
All 10 skills that carry over
- 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
- optional, not held apply information security policies optional
- optional, not held protect personal data and privacy optional
- optional, not held ICT communications protocols optional
17 supplementary skills, helpful but not required
- 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
- 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.
- still to learn company policies required
- still to learn e-commerce systems required
- still to learn web strategy assessment required
- still to learn 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
Other moves recorded from search engine optimisation expert
Common questions about this move
Can a search engine optimisation expert become an online marketer?
Yes, and it is a career change move. A search engine optimisation expert already covers 27% of what an online marketer is expected to do: 10 skills carry over, 9 of which the online marketer role treats as required.
What skills does a search engine optimisation expert need to become an online marketer?
19 required skills are missing, plus 17 optional ones. They fall into 8 areas of the ESCO skill hierarchy, led by communication, collaboration and creativity. The single most important is execute conversion testing.
How hard is the move from search engine optimisation expert to online marketer?
Its learning distance is 76.7 out of 100, which is the career change band. That accounts for both how much is missing and how specialised those skills are.
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.