There is an old expression that if you are not the best at something you should hire someone else to do it, at least if you want it done well. Search engine optimization is no exception to this rule, and as a matter of fact it might even be more applicable as seo changes so much from month to month. Hiring a really good SEO company may seem like an expense that is not worth it, due to the fact that they are doing things that you also can do from your office. However, professional seo gets results when armatures usually just work without movement in rankings. Non-professionals will generally wonder why they are not achieving the results that they thought they would get, and might even try to do research to find more effective methods, but they are generally wasting their own time as the professionals have already figured out a better way to do it.