Roles and Skills - Building teams to implement an effective go-to-web strategy

Creates visual concepts of brainstormed and agreed UI strategies with input from the other team members to properly integrate knowledge and stakes of others
Integrates the stable branding priorities of the organization into the design choices for an individual piece while using the uniqueness and differences in the piece to evolve the overall brand of the organization of branded product

Based on approved mocks, creates accessible standards compliant and valid XHTML/CSS markup and styling of the designs. These are used at CMS templates and other presentational materials (email, interactive campaigns)
* Backend Developers - The front-end developer acts as the bridge between the front-end (UI/UX) team, and the backend application developers to harmonize the needs of the UI/UX team with the application programming priorities of the backend team. Ideally, the limitations and structures of backend applications should be transparent to the User Experience

Is knowledgeable about the media of the Internet especially regarding to the short attention span, SEO (keyword density, titles and meta description importance and content structure), marketing (Introduction, talk-to-client needs, call to action) and come up with content that is complete, short and precise that fits in the agreed visual design and can achieve its objectives with and without visual aids (images, audio etc)
Can look at the micro level focus of a given document (subject, keywords, call to action, etc) and write content, while paying attention to the macro-level role that a given document plays in tieing together the purpose and goals of an individual document to the purpose and brand of the entire website

Along with general marketing techniques, the web marketer understands the unique characteristics of the Internet marketing medium, and he/she adapts the organizations marketing strategies and campaigns for the web.
Works with the content writer, and the visual designer to create marketing materials and messaging that fits the agreed visual design and branding, and that is effective in informing the audience and converting traffic.
To gain search engine visibility and traffic, he/she may work with the SEO/SEM to target and convert traffic from various sources (SEM/SEO keywords, affiliate websites etc) into viable prospects and leads

Pays attention to the accessibility of content created for the web; not necessarily for all the reasons that justify global accessibility concerns, but specifically to ensure that all content created is accessible by search engines for indexing and ranking.[see more details in the below-listed document on SEO]

The main function of this role is to turn the collected quantitative and qualitative Search Engine and user feedback information, and to convert it into hypotheses that can be the subject of case studies, or decisions on how to better create and target the go-to-web strategy for better returns
This is not specifically one individual, but a role that can be performed, and may be best performed by more than one individual because it requires hypotheses, analysis, comparison, and brainstorming.
Search Engines provide some free tools that supplement paid web metrics applications. in particular, Google Analytics, Google Webmaster Tools, Yahoo Site Explorer provide valuable insight into how each of these major search engines crawl and classify the content on your website. Using this tools gives an analyst an idea of the keywords that the site is highly ranked for, and the ones that are driving traffic. In situations where pages might be ranked for the 'wrong' keywords and bringing in irrelevant traffic, the problem cab be easily identified and steps taken to adjust accordingly
The above-identified tools also make it possible to see where there are technical errors on the site, and correct them