Search Engine Optimisation CAN be learnt !
SEO is generally seen as a very technical subject and something a small business owner cannot do for themselves. Yes it is complex subject, but it does not necessarily require a hugely technically minded person to be reasonably successful at boosting your company’s Search Engine Results.
The difficultly with SEO work is that it typically requires a huge amount of time before the results are clearly visible. I recently read an article about a small firm in the U.S. who’s CEO used to spend in the region of 20% of his time on SEO work. His company already had a very high ranking in the Google search results, and would generated a significant amount of business for the firm. The 20% of time he spent was in fact to maintain his companies position!
So while the science might not be the barrier to entry for a small businesses, the clear obstacle is the time required. Outsourcing can free up your time to focus on running your business, while also allowing you to avoiding the tedious learning curve.
Yes, SEO is a science that can be learnt, but using a professional is usually the most economical route and probably the shortest distance to solid results.