MetricSpot – Ángel Díaz

The creator of MetricSpot, Ángel Díaz, studied architecture but has always been interested in the digital world.

He started his first web development project at the university as a hobby but when he saw himself as a recent graduate with no chance to find clients using traditional ways his interest in learning about the internet became a necessity.

He began to learn how to use SEO and soon realized that his true call was developing campaigns and attracting customers, so he decided to change his career. Since then, he has combined his work for BBVA, fist as a Head of Front-End and currently in the Open Innovation team, with his most ambitious project: the tool and “Swiss Army Knife”, as he defines it, MetricSpot.

You studied architecture, how did you end in the SEO world?

I have been always interested in the Internet world. When I was at the university I had yet started to create web pages with some friends

I graduated in 2008, just when the real estate bubble hit. As a good recent graduate, I joined the College of Architects and I was impressed by one of the College rules that expressly forbade me to advertise my services.

At these moment I thought: “so, how do they want me to find clients?” I understood that it was a rigged game created by the well known architects, well established, to protect themselves. So I searched for alternatives.

I heard about something called “SEO” that helps you to achieve the first Google search results. “If I don’t have to pay for Adwords advertising… It isn’t publicity, is it?”, at these moment I thought so. I investigate about the theme, took it to practice in my website and it worked. I started getting traffic and clients.

Some time later I realised that I enjoyed more the part of client acquisition and selling the projects than doing them, so I started working on digital marketing.


“Many managers of large companies think that to adapt to the new times it is enough to adopt new technologies and optimize the processes of the company. But that’s not innovation, that’s digitalization.”
Ángel Díaz

What can you tell us about your experience in BBVA?

In 2018, they contacted me again to join the BBVA Open Innovation team as an Ecosystem Builder, helping connect the Startups with the different business units of the bank. It is a somewhat special role, a mix between consulting and public relations.

Until a few years ago, when a bank business unit had a specific need, it contacted the engineering department and together they created a solution. What is the problem? That this process, in an organization as big as BBVA, is very slow and extremely expensive.

Currently, the Open Innovation team identifies the different needs of each business unit, find solutions that already exist in the market and connect the business units with the company or Startup that provides the solution. To get an idea, working with Startups is 5 times faster and 3 times cheaper than developing in-house projects.

I don’t know much about ​​financial marketing since I have not worked on marketing issues for BBVA. What I do know is that banks have it increasingly difficult to sell their products. Every day the banks have less popularity and, as a curious fact, the Millenial Disruption Index revealed in a study that 71% of people would prefer to go to the dentist rather than to the bank. Right now something that is working is the sale of in-app financial products (loans, investment funds, etc.).


How and when do you think about developing MeticSpot?

In 2011, during a trip to India, I had the opportunity to get in touch with many Digital Nomads, young entrepreneurs who worked remotely and who managed their startups 100% online. I had already read the book “The Four Hour Workweek” by Tim Ferriss, but knowing by first hand people who had managed to bring that dream to reality marked me.

At the beginning of 2012, I founded an online marketing agency in Madrid with a friend. It started very well, but we had different criteria regarding the management of the company and after a few months I decided to sell my participation in the agency.

During the months I was working at the agency I realized that almost all the SEO tools that were available were in English (or poorly translated) and had prices that were not affordable by the small agencies in Spain and Latin America.

Also, at that time, each tool covered only a specific functionality of the many that an SEO agency needs on its day to day (on-page analysis, analysis of backlinks, tracking of key positions, reporting to clients, etc.).

There wasn’t a complete suite in Spanish. So, if it had to spend between € 50 and € 150 per month for each tool, that small agency that was starting did not get the numbers. I saw it clearly, so at the end of 2012 I started to program.

Although I had done a PHP programming course the previous year, I had never developed an application. I only had used HTML and CSS, so I had to learn to program almost from scratch. After two months, I launched the first version of the web. I contacted a few marketing bloggers to present it to them. Several, including Juan Merodio, published a review and MetricSpot began to get traction.


Who is MetricSpot for?

MetricSpot is designed for digital marketing agencies and professionals. We have many users who own SMEs and use MetricSpot to analyze their website, but since you have to have some technical knowledge to use it (knowing what an H1 is, a sitemap.xml, a disavow.txt …) they don´t get as much benefit as SEO professionals.

To date, we have more than 45,000 registered users in MetricSpot. Approximately half are from Spain and almost all of the others are from Latin American countries and the United States.

What advantages does MetricSpot offer us?

MetricSpot is a tool that helps online marketing agencies to do their job. It allows you to capture leads, download reports, analyze keywords and backlinks, create reports and monitor your projects. In short, it is the “Swiss Army Knife” of SEO, a tool with everything you need in your day a day as a digital professional.

In addition, we offer 24/7 support in Spanish and we continuously improving our tools, launching new features every 6 months using the feedback our clients give us.

You have experience working for a large company such as BBVA and, at the same time, you are in contact with Startups, what do you like most and least about each model?

I have to say that, although I have worked both in the corporate world and in the Startup world, I consider myself a “startupero” to death.

What I like most about big companies is the possibility of working on large projects, with multidisciplinary teams and well-defined systems. You learn a lot about team management. What I like the least is the slowness of the decision processes. I have met “middle managers” who, in order to change a table’s place, need to have 8 meetings and you to prepare them a PowerPoint.

Regarding Startups, the best thing about working in small teams is the agility and speed. In addition, you get in touch with multiple aspects of the business at the same time (customer management, product development, marketing and sales …). However, this can be a double-edged sword since sometimes you want to cover too much and you lose focus.


Do you think that large companies can learn from startups?

Yes. And, in fact, some are already doing it. The best example in the financial world is ING, which closed its offices for a week to change the work methodology of the entire bank. Not only for the developers, but all business units, including management teams.

In any case, ING is a success story among a thousand. There are large organizations that are destined to disappear because they have no intention of innovating.

Many managers of large companies think that to adapt to the new times it is enough to adopt new technologies and optimize the processes of the company. But that’s not innovation, that’s digitalization.

To talk about innovation there has to be a transformation in the company culture, in the way of thinking of the people who belong to it, and this is not easy to achieve because many people are not willing to change.


Do you think that the general public is giving more importance to SEO? Why?

Yes, but sometimes they forget that to have a well-positioned website (something that is becoming more and more complicated) is no enough, you have to have a solid online presence.

The user is becoming more informed and more proactive. A potential customer will search Google for your brand name, read the reviews in Google My Business, compare you with similar providers in your area and consult social networks for opinions.


In general, do we know how to do quality SEO in Spain?

Yes, we have started to work in recent years. The training offer in SEO available in Spanish now is very wide and has very good quality.


What are the most important points to keep in mind to have our SEO optimized?

In my opinion, the most important point is to never forget that SEO should be only part of our marketing and sales strategy. What worth has to be first on Google if the web usability is terrible afterwards, there is not even a contact form and I do not follow up on my clients’ queries through social networks? Some dying businesses think that SEO can save their lives, when online visibility is the least of their problems.



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