If you’re not getting a ton of hits on your website, you may need to step up your search engine optimization (SEO) game. No game? No problem. An SEO specialist can help. What exactly does an SEO specialist do? A search engine optimization (SEO) specialist improves website rankings on major search engines, such as Google, Yahoo! and Bing. The specialist ensures on-page optimization to produce relevant search results and a positive user experience, growing site traffic, lead volume and brand awareness. By employing smart on-page tactics—keywords tag, internal linking, clean URLs, etc.—“an SEO specialist is able to increase the website’s visibility within the search engines, which ultimately results in increased traffic and more sales.” Other duties include implementing and maintaining title and meta tags, URL redirects and 404 errors; analyzing competitors’ web presence; monitoring Google Search Console and similar webmaster tools; identifying link-building opportunities; and negotiating contracts with agencies and vendors. Some also work closely with members of marketing and creative teams to develop new initiatives and update or manage social media accounts to increase user engagement.