As a database designer and software support specialist, I felt that I should turn to an expert for some SEO service. I originally developed our site on my own but was not positioning well on any of the search engines. After paying a so called expert about $2500 to re-design our site, I was not happy with the results. The expert who worked on our site has now quit her job (where she was working when she worked on our site) and works for one of our major competitors! So I began the task of attempting to learn SEO on my own. And I am beating her on some engines (mainly MSN). But not yet beating them on some others. Oh and before you guess that it was her work not mine that improved our rankings, I waited over 3 months for some results. I guess my main point here is do plenty of research into an experts previous results, especially if you are in a competative market, before you sign-up for an "experts" service.