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SEO/SEM (Search Engine Optimization, Search Engine Marketing) specialists are inbound marketeers with a solid understanding of the search engines. An inbound marketeer is someone who focuses on building connections and rapport with potential clients without them feel being sold to.
Search engines are a big driver of discoverability for digital businesses. An SEO specialist builds up a technical understanding of search engines and understands how they display, rank and process data. They use this knowledge to better structure websites and digital content to improve discoverability.
They also use their inbound marketing knowledge to drive more organic search traffic from search engines onto a website.