Search marketers are experiencing a decrease in job satisfaction compared to last year, according to the results of a survey conducted by Search Engine Land. The survey revealed that while 67% of search marketers are still satisfied with their jobs, this number has decreased from 76% in the previous year. On the other hand, job dissatisfaction has increased from 13% to 20% over the same period.
The survey also highlighted the challenges faced by search marketers. The most frequently cited challenge was securing sufficient resources, including time, talent, and money, which was mentioned by 54% of respondents. Demonstrating and proving a positive business impact was another significant challenge for 43% of search marketers, while cross-departmental collaboration presented difficulties for 41% of respondents.
Despite these challenges, there are aspects of search marketing that continue to be rewarding for professionals. For 55% of respondents, demonstrating and proving a positive business impact was the most rewarding aspect of their job. Supporting colleagues to leverage technology was also found to be rewarding by 52% of respondents, while keeping up with industry changes in marketing and martech innovations and trends was mentioned by 42% of search marketers.
When it comes to career priorities, growing income was the highest priority for 69% of search marketers. Unsurprisingly, 97% rated “grow my income” as either a high or moderate priority. Other high priorities included decreasing work-related stress (49%), being more productive at work (47%), and earning a promotion (46%).
The survey also shed light on the key responsibilities of search marketers at different levels. At the director-level and higher positions, researching and recommending new marketing technology products was identified as the top responsibility by 81% of respondents. For managers/staff, designing and managing internal workflows and processes was the top responsibility for 67% of respondents. Other common responsibilities included training and supporting marketing staff on using marketing technology products, designing, running, and optimizing/testing marketing campaigns, operating marketing technology products as an administrator, integrating marketing technology products with each other, and monitoring data quality within marketing technology products.
The survey also revealed that the use of spreadsheets remains high among search marketers. A significant majority of directors+ (71%) and managers/staff (75%) spend at least 10 hours a week working in spreadsheets. Project management tools and marketing automation and campaign management tools were also consistently used by both directors+ (60%) and managers/staff (57%).
It is important to note that the survey results are based on responses from 291 individuals in North America (79%) and Western Europe (21%). The 2024 Search Engine Land Salary and Career Survey was conducted between December and February, and respondents were asked to reveal their age and gender.
Overall, the survey results indicate a decrease in job satisfaction among search marketers compared to the previous year. While the field of search marketing continues to be rewarding, professionals face challenges related to resource allocation, demonstrating business impact, and cross-departmental collaboration. However, there are still aspects of the job that are rewarding, such as proving a positive business impact and supporting colleagues in leveraging technology. Search marketers prioritize growing their income and reducing work-related stress, while also focusing on being more productive and earning promotions. The use of spreadsheets remains prevalent, indicating their importance as a tool in search marketing.
