Career Overlap Transition record Edition 1 · ESCO v1.2.1
Table 1Transition record

digital marketing managertosearch engine optimisation expert

A digital marketing manager already meets 47% of what the search engine optimisation expert role asks for. The move turns on 7 required skills not yet in the profile.

From digital marketing manager
47%
Overlap1
To search engine optimisation expert
12 Skills carried over
7 Required, not held
51.4 Difficulty2
Career overlap Partial match

47%

Learning distance Real move, short list to learn

51.4/ 100

1 Share of the search engine optimisation expert role’s weighted skill requirement already met by the digital 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.

Why

Why this move works

A search engine optimisation expert role treats 7 of its required skills as things a digital marketing manager already does. These are the ones it depends on most.

  • apply social media marketing
  • conduct search engine optimisation
  • content marketing strategy
  • develop digital content
  • perform online data analysis
  • social media marketing techniques

What stands in the way is 7 required skills the profile does not yet cover. Table 3 groups them; Table 4 says which to take first.

Table 2

Table 2 · What you already bring

Of the 12 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 digital marketing manager background worth leading with.

Skill the target role also needs Area
  • already held mobile marketing business, administration and law
  • already held execute email marketing communication, collaboration and creativity
  • already held web analytics information and communication technologies (icts)
  • 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

All 12 carried skills, including the 7 the search engine optimisation expert role treats as required.

Table 3

Table 3 · What you would need to learn

The 15 missing skills fall into 7 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 2 required, 1 supplementary
  • required, not held integrate content into output media required
  • required, not held use customer relationship management software required
  • optional, not held use content management system software optional
02 management skills 2 required
  • required, not held manage content development projects required
  • required, not held enhance website visibility required
03 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 translate requirements into visual design optional
  • optional, not held use different communication channels optional
04 business, administration and law 1 required
  • required, not held sales strategies required
05 information and communication technologies (icts) 1 required
  • required, not held keywords in digital content required
06 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

1 further area in the appendix

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 12 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 develop digital content skill
  • already held perform online data analysis skill
  • already held social media marketing techniques knowledge
  • already held web analytics knowledge
  • already held digital marketing techniques knowledge
  • already held execute email marketing skill
  • already held mobile marketing knowledge
  • already held perform market research skill
  • already held plan digital marketing skill
The 1 learning area not shown above
Skill to acquire Tier
07 social sciences, journalism and information 1 supplementary
  • optional, not held behavioural science optional
8 supplementary skills, helpful but not required
Skill to acquire Tier
  • optional, not held identify ICT user needs optional
  • optional, not held behavioural science optional
  • optional, not held create content title 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
  • optional, not held use content management system software optional
  • optional, not held use different communication channels optional
37 held skills the search engine optimisation expert role does not ask for
Skill Type
  • not needed by the target role advertising techniques knowledge
  • not needed by the target role analyse consumer buying trends skill
  • not needed by the target role apply customer engagement strategy skill
  • not needed by the target role brand marketing techniques knowledge
  • not needed by the target role carry out event management skill
  • not needed by the target role company policies knowledge
  • not needed by the target role conduct online competitive analysis skill
  • not needed by the target role creatively use digital technologies skill
  • not needed by the target role data protection knowledge
  • not needed by the target role design brand's online communication plan skill
  • not needed by the target role digital communication and collaboration skill
  • not needed by the target role digital media knowledge
  • not needed by the target role e-commerce systems knowledge
  • not needed by the target role ethics of sharing work through social media knowledge
  • not needed by the target role execute marketing plan skill
  • not needed by the target role identify new business opportunities skill
  • not needed by the target role implement marketing strategies skill
  • not needed by the target role integrate marketing strategies with the global strategy skill
  • not needed by the target role interactive media knowledge
  • not needed by the target role manage staff skill
  • not needed by the target role marketing analytics knowledge
  • not needed by the target role neuromarketing techniques knowledge
  • not needed by the target role online ads campaign techniques knowledge
  • not needed by the target role pay-per-click knowledge
  • not needed by the target role perform business analysis skill
  • not needed by the target role perform customers’ needs analysis skill
  • not needed by the target role perform project management skill
  • not needed by the target role plan marketing campaigns skill
  • not needed by the target role plan social media marketing campaigns skill
  • not needed by the target role relationship marketing knowledge
  • not needed by the target role reputation management knowledge
  • not needed by the target role services marketing knowledge
  • not needed by the target role set brand positioning skill
  • not needed by the target role social media management knowledge
  • not needed by the target role stimulate creativity in the team skill
  • not needed by the target role use e-services skill
  • not needed by the target role web strategy assessment knowledge
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
  • required, not held keywords in digital content required
  • required, not held sales strategies required
  • optional, not held behavioural science optional
Index

Other moves recorded from digital marketing manager

Full index of moves from digital 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.