SEO (Search Engine Optimization) Specialists work to optimize websites and online content to increase visibility and rankings in search engine results. They perform keyword research, optimize website content, build backlinks, and analyze website performance using SEO tools to improve search engine rankings. SEO Specialists also stay updated on search engine algorithms and SEO best practices to ensure that their strategies remain effective. A background in marketing, communications, or digital media is beneficial, and skills in analytics, content creation, and digital marketing are essential. Familiarity with SEO tools like Google Analytics, SEMrush, or Ahrefs is important for success in this role.