As Google continues to improve their search algorithms the quality of the results presented to users also continues to improve. More than ever the importance of factors external to the website in question are essential to SEO success. These external factors range from an effective and well conducted social media presence to the number of positive reviews the site has received on other websites. There is of course several things business owners can do to influence these things and to therefore improve the standing of their website on the search engines. As this concept of all-round quality has grown, some have questioned the role of an SEO expert within an organisation. It has become apparent that through high quality content, exceptional customer service and a strong social media presence, a business can see its website flourish in the search results with little regards to SEO as a separate entity. However, there are still several things that an SEO expert can contribute to the overall success of any website.