Search engine optimizers are just one of the new types of professions that have emerged in a flat world. This profession came about as follows: suppose there are two large luggage companies in the world - Tom Luggage and Samsonite. When someone searches for "luggage" on Google, if Tom Luggage's name appears before Samsonite's on the search results page, it will bring enormous profits to Tom Luggage. More and more people will click on Tom Luggage's website, and since those who access the company’s site through such clicks are often potential buyers of luggage, Tom Luggage will thus capture a significant share of the market. The job of a search engine optimizer (referred to briefly as SEOs in trade circles) is to continuously study the algorithms used by major search engines, and then devise marketing and online strategies to ensure that your company's website ranks as high as possible in search results. Search engine optimizers are so obsessed with algorithms that they are called "algorithm fanatics." Their work combines mathematics and marketing management — a completely new field of work created by the flat world.