Danny Sullivan, founder and former editor of Search Engine Watch, and now a Web consultant, agrees that small-business owners don't need to hire an SEO consultant--as long as they are willing to do the work on their own. "Many people can and do learn the basics of SEO and do well with just that," he said. "But many people find it easier to find outside help, just as they might want outside help to write press releases or do other types of marketing."