An SEO specialist optimizes websites to rank higher in search engine results, driving organic traffic through keyword research, content strategy, and technical improvements.

Responsibilities include on-page optimization, link building, keyword analysis, performance tracking, and staying updated with search engine algorithm changes.

Basic HTML and understanding of how websites work are helpful but not always required. Many SEO tasks are content and strategy-focused.

Popular tools include Google Analytics, Google Search Console, SEMrush, Ahrefs, Moz, and Screaming Frog for audits and insights.