A search engine optimization specialist is a person who can help another person or business owner to increase traffic to his or her website. This person will perform an analysis of the website’s products and services and help to create a list of possible keywords. These are words and phrases that web crawlers and surfers will type in when they are looking for a specific product. These keywords will need to be embedded into the client’s website in a way that they can attract traffic. The specialist will know the best way to go about doing such. He or she will provide services to the client for a certain amount of money.