A website is optimized for search engines by a Search Engine Optimization (SEO) specialist, who tests, analyzes, and makes changes to the website so that it ranks higher in search results on major search engines like Google and Bing.

To ensure that search results are relevant and to create a positive user experience, an SEO expert performs page optimization across a website to increase website traffic, lead volume, and brand awareness. To put it another way, an SEO Specialist is the same as any other professional in digital marketing or traditional marketing: In the end, they want to increase sales for the company they work for.

An SEO specialist can boost a website's visibility on Google by conducting keyword research and making use of SEO tools like Google Analytics. This has major advantages for any business. In order to increase user engagement and traffic, some may also collaborate closely with other members of a marketing team to develop new initiatives or better manage social media accounts.