It really depends. One of the best ways to boost your SEO is by blogging about things that are relevant to your business on a regular basis. That will give you a much bigger boost than most SEO companies would, but it can be a bit time consuming.
The problem is, it's hard to find a good SEO company, since most will just tell you to increase your Google Adwords spend. Might as well do that yourself. IMO, if you want to focus on SEO, hire a good local web developer to get the infrastructure done right (ask your circle of friends and professional contacts if they know anyone), and then do the day-to-day work yourself. Or hire an SEO consultant to get you up to speed, but don't rely on them to consistently boost your rankings.
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