Search Marketing Skills: Tips, No Trick I highlighted three key areas of necessary exposure (at minimum): * Using data to tell a story and make strategic marketing decisions. * Basic knowledge of how search engines work (paid and organic listings). * How search fits in with broader marketing strategies and initiatives. To these three bullets I added a caveat. It really depends on what job someone wants within the search space. Jack-of-All Search Trades? This got me thinking about how this reality is often overlooked. I'm not sure why so many search teams are built with a jack-of-all trades mentality. In a single week, the same employee might on successive days: * Build a keyword list. * Manage bid strategies. * Determine the best creative test plan. * Present the client with their next quarter initiatives. Read the rest by clicking the Link Below Search Marketing Skills: Tips, No Trick