Digital marketing is constantly evolving, and one of the roles that has gained prominence in this transformation is that of the Organic Traffic Manager (OTM). This professional is dedicated to increasing a company's online visibility without relying exclusively on paid ads , using long-term strategies that prioritize sustainability and traffic quality.
According to the E-commerce Sectors Report in Brazil, for October 2024, organic search traffic (26.3%) is greater than paid search traffic (18%). Therefore, it is possible to say that searches are the most important channel for e-commerce, because they reveal consumer intentions and channel demand to online stores. In fact, in online stores themselves, the search engine is essential.
What is an Organic Traffic Manager?
The GTO is responsible for planning and implementing strategies that attract visitors to a company's digital channels through free sources, such as search engines (Google and Bing), social networks and video albania whatsapp data platforms, such as YouTube. Unlike the paid traffic manager, who uses sponsored campaigns, the GTO focuses on optimizing the digital presence in a natural way. Their work involves:
SEO (Search Engine Optimization): optimization of websites and content for search engines.
Organic Social Media: leveraging social platform algorithms to reach the right audience.
Content creation: developing relevant and valuable materials that engage and meet the needs of the audience.
Data analysis: monitoring and adjusting based on metrics like traffic, conversions, and user behavior.
The importance of GTO in the current scenario
With paid advertising costs constantly rising and advertising saturation across multiple platforms, organic traffic has become a strategic alternative for businesses seeking sustainable growth. Once organic traffic is built, it can generate ongoing returns without significant additional costs.
All this because this work generates long-term results. Although organic traffic takes longer to generate an impact, its results are long-lasting and consistent, reducing the dependence on continuous investment in advertising. In addition, GTO works to attract highly qualified visitors, that is, people who are more likely to become customers or engage with the brand.
Essential Skills of a GTO
To fulfill this role, the GTO needs a robust set of competencies, including:
SEO Mastery: From keyword research to technical optimizations and backlink building, SEO is the cornerstone of a GTO's work.
Understanding social media algorithms: Knowing how to maximize organic reach on platforms like Instagram, TikTok, and LinkedIn is essential.
Data analysis: the ability to interpret metrics and translate insights into practical actions. Tools like Google Analytics and Search Console are essential.
Strategic content creation: working with writers and designers to produce optimized and impactful materials.
Continuous adaptation and learning: always be up to date with changes in algorithms and market trends.