And a really good professional Search Engine Optimization Specialist. What separates the SEO Specialist from everyone just learning about engines is they've had time to test the theories, experiment with strategies and watch engine indexing rollovers over years. The top can be bought. But, the top can't be sustained unless other promotional methods are employed. Content has to be fresh.
Traffic has to be steady and increasing.
Many killer websites are optimized and submitted once and their rank is a no-brainer because they offer something so unique that nobody can compete. Many don't care about search engines. They've become a household word or a guru site. If your site isn't ranking well, and you've studied every resource you can find to locate the cause, then I suggest you seek the help of an expert. I refer out to ones I trust here - Referrals .