The actual role of an SEO specialist will depend highly on the company or project they are working on and the goals of the project itself. At the very core, an SEO specialist should strive to get their company’s website to the top of industry definition search engines such as Google, Yahoo and Bing. A search engine optimisation specialist should not only ensure higher results on search engines but also keep traffic flowing through the website. This flow of website traffic will lead to a growth in advertising, brand awareness and overall success of the website.