From SEO to YouTubers, we take a look at the creative jobs born thanks to the search engine giant
In recent years, the digitization of the economy has led to the emergence of new professional profiles characterized by having the skills - and essentially tools - to adapt to a way of working that requires us to analyze, interpret, and respond to markets quickly and efficiently.
Most of the tools that these new professionals know how to use have been created, acquired, or improved by Google - a company that since its founding in 1998 has led the way of future trends in industries such as marketing, design, and programming.
To mark the anniversary of the search engine giant’s creation, which falls on September 27, here we take a look at ten professions that wouldn’t exist without Google - and the tools that make them possible. Considering a career change? Take note of these careers with great prospects...
1. SEO Consultants
When we talk about Search Engine Optimization (SEO), we’re referring to the process of adopting actions and strategies aimed at improving a website’s ranking in Google searches as well as other search engines.
SEO consultants are responsible for planning, implementing, and managing the overall strategy with the aim to raise a company’s profile and attract more companies. They typically cover a wide variety of tasks, such as web marketing, web analysis, content strategy, link building, and keyword strategy.
Tools: SEO consultants have good knowledge of tools like Google Analytics and Search Console. They also use Google Keyword Planner, Google Trends, and PageSpeed Insights among others.
Search Engine Marketing (SEM) is related to SEO, but the difference is that while SEO focuses on improving a website’s search engine ranking organically, SEM is based on advertising campaigns using paid ads that feature in results pages.
The tasks of an SEM professional include analyzing the competition, studying keywords, and proposing ways to optimize content using various tools, before then using these insights to activate campaigns, analyze their performance, and report the results.
Tools: SEM professionals use Google Ads, the Ads' keyword planner, Google Search Console, and Google Trends.
When Google bought YouTube more than 15 years ago, it overturned the way the streaming platform worked making it a key player on the internet, and a place for creators to monetize their content. As such, as well as being a platform people could post content for fun, YouTube also became important for businesses.
Although today YouTube still mainly offers entertainment, it is also a platform in which we can find explanations on how to make creative portfolios and vlogs about personal experiences covering as many areas as there are creators.
Its success forces companies that want to be leaders in their industries to create quality content and compete in the information market.
User attention is the prize that companies and platforms compete for on the daily. And, in the increasingly loud online sphere, creativity and producing inspiring content have become necessary strategies for survival.
In the digital universe, being creative means being able to come up with different ways of addressing issues and topics, while introducing innovative approaches to content at the same time.
Generally, professionals working in this sector come from backgrounds such as advertising, journalism, creative writing, and (nowadays) social media.
Tools: Content creators use Google as it offers a large number of tools, including cloud storage accessible from anywhere, such as Google Drive, as well as other visual tools like photo retouching app, Snapseed.
Web analysts examine and interpret data to troubleshoot website design and usability in order to increase page views, improve the user experience, and convert more website visitors into customers.
To be successful as a web analyst, you will need to stay up to date with online design and marketing trends in order to offer accurate and well-informed suggestions to transform websites, helping them to become more influential.
Some of the main tasks of a web analyst include knowing how to use a variety of tools to extract and analyze data and then translate that data into easy-to-understand documents and graphics.
Tools: Web analysts regularly use Google Analytics and Data Studio.
In 2008 Google began offering its revolutionary Google Cloud service, a technology platform that brought together all the web development applications that Google offered separately. Together, these online programs began to directly compete with computer operating systems, and today, they are used by both companies and freelancers.
The ability of the Cloud to both store and run workloads while (above all) allowing for constant teamwork required the birth of specialists to implement systems that allow users to maximize the benefits of the platform. To do this, Google created its own tools.
Tools: Google Cloud specialists generally manage IaaS and Paas services in the Google Cloud Platform and Google App Engine.
A Search Engine Advertising (SEA) expert or Google Ads consultant is a digital marketing professional who specializes in creating and launching adverts on Google. Their main role is to determine the actions required to generate and increase brand and content visibility through paid campaigns.
They work in the fields of SEO and SEM to meet specific goals within a set budget. The activation of the campaign as well as the management of conversion costs and auctions are the domain of these tech experts who are guided by quantifiable results which they translate into reports.
Tools: These consultants are trained in Google Ads and Google Analytics.
Fact checkers play a key role in seeking out and debunking fake news in the media and other online misinformation. Although fact-checking has existed as a profession since journalists first started writing (particularly in investigative journalism), from the beginning of the 21st-century media platforms exclusively dedicated to fact-checking have increasingly emerged - especially on the Internet.
To encourage and drive fact-checking efforts, in 2019 Google launched a pack of tools designed to verify information. Today, professionals within the media industry who know how to use these tools have become highly valued to help platforms highlight their credibility.
It’s in this field that you will find growth hackers, whose job it is to obtain immediate and short-term results. For example, quickly increasing users, revenues, or impact with minimum expense and effort.
It’s important to remember that, as well as referring to people who act outside the law in the digital realm, the term hacker also applies to highly skilled professionals who carry out their work innovatively and intelligently.
Tools: Growth Hackers use all the tools of SEM and SEO, Big Data technologies, and User Experience and behavioral science.
The creation of Google Maps and Google Street View required incredible teamwork that included cartographers, geolocation specialists, and Google-certified photographers. The photographers actually had to undergo special training before they were allowed to use the company's equipment.
The rise of this specialization in the late 2000s made it clear how important visual information is to Google and how, overnight, the company could create exciting new professions.
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