Search marketing is a unique aspect of digital marketing in that it requires multiple skills and “hats” to wear if you want to have a person or team manage it from end to end.
SEO, especially, requires more disciplines than just those with SEO titles. Even paid search requires more than just managing ads in a search engine ad platform.
Experienced search marketers should know the full range of what goes into SEO or paid search. However, they often will gravitate toward aspects of each discipline they like the most, are the best at, or have seen the most success with.
