2020 has been an unprecedented year for society. Likewise, among the many aspects that have been shaken by the health pandemic has been the labor market. Therefore, both businesses and professional profiles have been affected. In addition, the most demanded profiles have been shaped according to what the new scenario required: this year e-commerce has been a sector to highlight, and other businesses have seen their hiring increase in areas such as technology and artificial intelligence.
The digital transformation has made the Optimizer Manager a key profession for any type of business to the point that without a good strategy it is possible to obtain more customers through Google. “If you do a good planning, even if you have limited resources, the implemented strategy will obtain positive results. However, if you waste the budget without choosing the right profile, the struggle for survival will be something constant in your day to day”, point out Ana Pedroche and Fran de Vicente, partners of the Tu Positioning Web agency.
The Internet has multiplied the profit margin of any company that is digitally positioned. According to the National Commission for Markets and Competition (CNMC), in 2019 e-commerce in Spain exceeded 48,000 million euros after growing 24.4% more than the previous year. “These figures reflect the market situation before the state of alarm caused by the covid-19 pandemic, in short, the consumption of Spaniards during these months has been specifically online and it is a growing trend,” explains Ana Pedroche.
What is an OptimizerManager?
The Optimizer Manager is a professional profile whose main objective is to optimize the company’s resources in order to get more customers through Google. As they explain from Your Web Positioning, “this professional is not an SEO, nor a trafficker, nor a web designer nor a specialist in digital marketing”. “The reality is that an Optimizer Manager has knowledge in all these areas and the special thing is that he combines them to achieve better results, positively improving any business,” they qualify.
Ana Pedroche, who helps companies and entrepreneurs to make their digital businesses profitable, shares some essential characteristics of this professional profile that has been positioning itself for months as one of the job profiles with the most exits during this 2021.
It is a fact that it is increasingly important that these new profiles stand out for their multidisciplinary nature, with great analytical capacity, as well as a strategic approach, proactivity and adaptation to change; elements that are increasingly present in companies as a result of the versatile environment in which they live.
Business areas in which an Optimizer works
All areas of a business are connected and influence each other, so if they don’t work together, none of them ends up working properly. Hence, an Optimizer Manager designs a general strategy in which these 4 areas are worked on:
1. Basis of the marketing strategy.
2. User experience. There are currently more than 1,760 million websites on the Internet, and, on average, in Spain, users spend more than 6 hours connected per day. “In short, people visit many websites throughout each day, but only a few will end up interacting in a real way,” explains Pedroche.
3. Brand image. The brand image is how your clients or users perceive the whole of what your business represents. “And the fact is that in order for a user to stay on our website, interact with it and become a customer, we need a good first impression of us,” Pedroche clarifies.
4. Web positioning based on SEO On Page. Web positioning consists of attracting traffic to our website from the Google search engine. “Google is not stupid and knows that many people try to trick you to move up the rankings faster,” he notes.
For this reason, it frequently optimizes the algorithm in order to show the highest quality results and penalize those who use techniques that are not allowed. This situation has caused that when the algorithm is updated, many websites lose up to 60% of their traffic. Hence, an Optimizer Manager focuses 100% on SEO On Page.
5. Google Ads: SEM to attract traffic more immediately. It is possible that many businesses cannot wait to gain traffic in the medium/long term, which is why the Optimizer Manager also works with SEM campaigns in Google Ads.
In short, an Optimizer Manager is an optimizer of company resources in order to get more and better customers. For this reason, it plays with a 2-stage strategy, and works on basic areas of the company such as marketing, user experience or brand image. And it is that all these strategies must go online in order to achieve better results.
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