Search Marketing Analyst

Paid search and SEO performance sit together in this role, which means you're pulling from Google Ads, Google Search Console, GA4, and often third-party SEO tools — Semrush, Ahrefs, Moz — to understand how the brand is performing across the full search landscape. The analysis you produce connects what people are searching for to what the company is investing in and getting back.

Reporting is the core output, but the quality of that reporting is what determines whether you influence decisions. A dashboard full of metrics helps no one if it doesn't answer the question "what should we do?" The best search marketing analysts develop a habit of leading with the recommendation and using the data to support it, rather than presenting all available data and letting stakeholders draw their own conclusions.

The search marketing analyst often occupies the gap between channels that are run by different people or teams. Paid search is owned by one person; SEO is owned by another; analytics sits in a third team. Seeing where the combined search picture shows an opportunity — a high-converting paid keyword with no organic footprint, an organic keyword with eroding position that's not being covered by paid — is the specific value this cross-channel view creates.