SEO

Here Are The Top Marketing Words in Job Titles on LinkedIn

I have been spending a lot of time in LinkedIn lately trying to fill an open SEO position at SurveyMonkey. (If you are a creative and analytical SEO person and want to join an amazing pre-IPO company with millions of organic visits per month, please get in touch!) Having looked at hundreds of LinkedIn profiles for marketers of all kinds, it got me curious about the most popular keywords in job titles, and which major US cities had the most people with those keywords in job titles.

Generally, most job titles are set by employers, so understanding popular keywords also gives some interesting clues about how companies are structuring their marketing teams. From an employee standpoint knowing the popular titles reveals some great directional info about the keywords one should include in their profile if they want recruiters to reach out to them about new opportunities. Additionally, slicing this data by the most populous cities with significant Internet-focused businesses reveals the digital skills and titles valued by region.

For the purposes of this analysis, I searched for keywords (the full list is at the end of this post) specifically included within a job title, and I filtered that search by people located within a metro area. The areas I looked at were the San Francisco Bay area, New York City, Los Angeles, Dallas, Boston, Miami/Ft Lauderdale, Boston and Washington DC.

Here are some of my most interesting discoveries:

  • For nearly every keyword on my list, New York City had the highest number of people using the searched keywords. As the most populous metro area in the US, this makes a lot of sense, of course.
  • The one huge exception is people that used the words “Growth”, “Growth Marketing”, “Growth Marketer” and “Growth Hacker” in the title. The San Francisco Bay Area was the clear winner here with nearly 50% more people using the word “Growth” than in New York. While the meaning of the words “Growth” and “Growth Marketing” is still up for debate, some sort of online marketing is usually included in the responsibilities of an individual responsible for growth.
  • On that note, there are more people in the Bay Area using the words “Content Marketing” and “Growth” than “SEO”. This is the only area where this is the case!
  • Based on these keywords, Los Angeles has more people working in SEO, PPC and Social Media than the San Francisco Bay area, while the Bay Area has more people working in general digital marketing and content marketing than Los Angeles.
  • The word “Digital” is used significantly more in all locations than either “online” or “Internet”
  • “Digital Marketing” beats “Internet Marketing” while “Internet Marketer” beats “Digital Marketer”; however, “Digital Strategist” seems like a far more popular choice
  • The same concept does not hold true for content marketing where using the words “content marketing” seems to be more popular than “content strategist.”
  • Relative to the amount of people using the word “SEO” in their title, there are very few people in SEO specific roles like manager, director and VP.
  • For paid media practitioners, SEM seems like the most popular keyword choice out of all the other options.
  • In the Bay Area, there are nearly as many people working in “CRM” than there are in SEO.
  • The cities with the most marketing people in rank order are:

    • New York
    • San Francisco
    • Los Angeles
    • Chicago
    • Boston
    • Dallas
    • Washington DC
    • Seattle
    • Miami
  • The most popular cities for SEO in rank order are:

    • New York
    • Los Angeles
    • San Francisco
    • Chicago
    • Miami
    • Dallas
    • Boston
    • Seattle
    • Washington DC
  • The most popular cities for content marketing in rank order are:

    • New York
    • San Francisco
    • Los Angeles
    • Chicago
    • Boston
    • Seattle
    • Washington DC
    • Dallas
    • Miami

Did I miss anything in this analysis? Please get in touch!

Appendix

keywords searched for this analysis:

  • marketing
  • marketer
  • brand
  • inbound
  • online
  • internet
  • internet marketing
  • internet marketer
  • Digital
  • digital marketing
  • Digital Marketer
  • digital strategist
  • search engine
  • organic
  • SEO
  • SEO manager
  • head of seo
  • SEO director
  • VP SEO
  • content
  • content marketer
  • content strategist
  • content marketing
  • social media
  • social marketing
  • ppc
  • user acquisition
  • paid media
  • SEM
  • performance marketing
  • performance marketer
  • email
  • crm
  • growth
  • growth marketing
  • growth marketer
  • growth hacker