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Web Optimization Specialists use data analytics and creative problem-solving to create and execute strategies that increase user engagement. This role typically works on a team with other Digital Marketers, Designers, and Web Developers. Web Optimization Specialists usually work at startups and tech companies, but can also find work at corporations and other organizations. They typically work a 40-hour week onsite but can find some remote opportunities as well. Web Optimization Specialists can look forward to freelancing or consulting further into their careers but will find those services difficult to provide if they’re just starting out.
Day-to-day, a Web Optimization Specialist might spend their time analyzing web traffic, making inferences to inform recommendations, architecting new features or functionalities, and working with their team to design funnels, web applications, or marketing campaigns. They’ll also be organizing meetings and presentations with clients and stakeholders, working with their team, and planning campaigns.
The Web Optimization Specialist role is primarily a digital marketing role. Skills like basic data analysis, Google Analytics, search engine optimization (SEO), and conversion rate optimization (CRO) are all required for this role. Depending on the employer’s preferences, Web Optimization Specialists should also be proficient in analytical tools like SEM Rush, Moz, or Optimizely. They’ll need to know how to tag and track data, execute A/B testing to optimize engagement and increase conversion rates, as well as prototype and design their recommendations.
A Web Optimization Specialist essentially acts as a liaison between the end-users and the business’ stakeholders. That means that they’ll need to be able to communicate the needs of the user, understand the client’s needs and goals, and combine the two with using creative problem-solving. They’ll be using analytical skills daily and need to communicate the findings from their analyses. Organization and time management are a must for this position, especially when self-employed or working for an agency where managing more than one client is the norm.
Since search engines and businesses are constantly changing, Web Optimization Specialists need to be able to keep up with these changes and adjust their strategies accordingly. This might be implementing changes in search engine algorithms, advertising platforms, web or app design best practices, or general design trends.
Digital marketing utilizes the internet and web based digital platforms to promote products or services. This includes the use of digital advertisements, social media, brand identities, and more.
SEO stands for search engine optimization. It is the practice of increasing both the quality and quantity of website traffic using tactics like keywords and backlinks to create organic, high-ranking search engine results.
Google Ads is the new name for Google AdWords. It is an online advertising service that allows advertisers to pay for the display of brief advertisements, video content, listings, and calls to action within the Google Display Network (GDN) to web users. You'll see Google ads on the GDN which includes Google Search, YouTube, and over 2 million other sites.
A Web Optimization Specialist in the United States makes, on average, $73,883 annually, according to Indeed.com.
Salaries for Web Optimization Specialists vary by region within the the United States. Listed below are some Web Optimization Specialist salaries for specific areas with the United States compared with the average national salary:
A 2-year degree or a 4-year degree in digital marketing, communications, or an industry-related major is preferred for a position like this. Presenting evidence of experience and training programs will suffice for many employers, depending on the competition for the position. There are no industry standard certifications for this position, but some Web Optimization Specialists choose to get an search engine optimization (SEO) certification from SEO tool vendors such as SEMRush, Moz, or Google.
Web Optimization Specialists can find roles in onsite, remote, or freelance capacities. They might work for an agency, in-house at a large corporation, or for themselves as a freelancer.
Web Optimizations can find jobs on these sites:
Web Optimization Specialists can find Freelance Positions on these sites:
While a portfolio is not a requirement for a position like this if you’re looking for a full-time or part-time job, it may help you get a leg up on the competition– especially if you do not have a formal education in this specific skill set. If you do plan to freelance in this role, a portfolio is a must. Most employers or clients are looking for evidence that you’ve worked with optimizing and testing customer conversion with a testing tool. These things can be difficult to showcase on a resume if you don’t have a lot of experience. They will also be seeking data driven proof of how your work has performed. Include quantifiable data about your work wherever possible in your portfolio, resume, and LinkedIn profile.
Creating a blog with case-studies, educational pieces explaining different components of this role and how they work, or showcasing your previous experience will certainly catch an employer’s eye. If you have no experience to showcase on a blog or in a portfolio, consider finding a free data set online and practicing your optimization skills on a hypothetical company or client. Pushing these blog posts out through a funnel or organic advertising campaign can also be a great way to showcase your skills and get more attention during your job search.
Utilizing LinkedIn to connect with potential employers or clients, follow potential employers for job openings, setting up job alerts, and share your portfolio pieces. Doing this a few times per week consistently will help build networking momentum and industry visibility during your job search. If you plan to freelance, doing these activities multiple times per week every week is great for business building. If you do choose to create a portfolio, share it in your LinkedIn Profile’s “Featured” section.
Web Optimization Specialist might go by a few different titles depending on the employer. You’ll find positions like these at marketing agencies, within large corporations, or you can employ yourself and work as a freelancer. A large percentage of these positions are available as remote roles.
Web Optimization Specialists can look for these job titles:
The skills from this position like data analysis, problem-solving, testing, strategizing, and SEO are highly transferable to other positions within the digital marketing realm. Positions like Digital Strategist or Digital Analyst can be attained with some specialization within data analysis and marketing. While positions like Search Manager and Paid Search Manager can be attained by upskilling with a certification in Google Ads as well as diving deeper into digital marketing and designing campaigns.
Those more interested in the end-user and organic campaigns might find specializing in social media management to be more fulfilling. Social Media Managers use similar optimization techniques combined with content creation and organic digital marketing tactics. If all of the above is interesting to you and you don’t want to pick only one specialty, Digital Marketer might be the next role for you. This involves becoming a generalist and upskilling with more design skills like Adobe creative software, diving deeper into advertising campaigns, and taking on more management tasks.
A search manager brings expertise with search engines and a deep understanding of how they work to drive results. They will generally work across search from organic search (SEO) to paid search. In this type of role, the manager would oversee both organic and paid search operations, including strategy, optimization, and reporting. In organic search, the manager would be in charge of finding the right keywords to target, improving rank for those keywords, and optimizing the site for SEO. Within paid search, the manager would build the strategy, manage the campaigns, and continually test and optimize for the best performance.Learn about becoming a Search Manager
Digital marketers are responsible for designing, managing, and reviewing digital marketing campaigns. Using their expertise in search engine optimization (SEO), social media, backlinks, and digital ads, digital marketers provide data and demographic-driven marketing strategies. They may also help companies develop content marketing strategies through the use of blogs. Digital marketers also use data analytics to review digital marketing campaign results and provide guidance for future campaigns.Learn about becoming a Digital Marketer
Digital Strategy is the work behind digitally rich projects like websites, social media, SEO content, digital marketing, and more. Digital Strategists identify opportunities for growth and make plans for new website releases, content for their client with a specific end goal in mind, or an advertising campaign.Learn about becoming a Digital Strategist
Digital analysts work with a marketing team to analyze the effectiveness and reach of digital marketing campaigns. They use Google analytics and site tagging tools to harvest user data. This data is analyzed and interpreted to provide insights into how to improve the user experience and the effectiveness of the digital marketing campaign.Learn about becoming a Digital Analyst
Marketing Managers oversee a team of marketing professionals who find ways to grow the business they're working for, execute those growth ideas through campaigns, and analyze and report on those campaigns.Learn about becoming a Marketing Manager
A paid search manager is tasked with leading search marketing campaigns, generally on Google and Bing Ads. The manager leads the day-to-day strategy, reporting, analysis, and optimization of paid search campaigns. Day-to-day campaign management includes updating bids, adding/removing keywords, monitoring profitability, and more. Strategy and optimization include designing and adjusting paid search strategy to align with overall business goals, running tests to improve performance, and working with other digital partners to develop omnichannel marketing campaigns.Learn about becoming a Paid Search Manager
Social Media Strategists design social media blueprints to achieve a client's or company's marketing targets. They also create content and manage client or company accounts.Learn about becoming a Social Media Strategist