An SEO specialist is a professional who focuses on improving a website's visibility in search engine results. They use various techniques to optimize web content, ensuring it ranks higher for relevant keywords. This helps businesses attract more visitors and potential customers through organic search traffic. To achieve their goals, SEO specialists analyze website performance, conduct keyword research, and implement on-page and off-page strategies. They stay updated on search engine algorithms and trends to adapt their methods, ensuring that websites remain competitive in the ever-changing digital landscape.