An Amateur can actually hurt you
Relying on someone who is not a professional can actually hurt you. They might stuff your content with keywords, hide keywords on your page or create as many back-links as possible on low quality websites. These techniques are penalized by Google and other search engines. This means hiring someone who lacks expertise and who uses these methods to optimize your content could get your pages to rank lower in search results or could get your content completely banned from search results. This is why it is always best to hire professionals and to ask what they will do to optimize your content.
There is no one size fits all in SEO
An SEO professional will be able to assess your needs and will also understand what your goals are. On the other hand, someone who is not a professional will probably use a number of methods they believe will boost your ranking in search results. They might not know how to select the right keywords, might not understand why local SEO is relevant in your specific case and will probably not be able to establish an overall strategy that is aligned with what you do with your other marketing campaigns. A real professional will take the time to learn more about your business and your goals so they can develop a comprehensive and efficient SEO campaign that is adapted to your unique needs.
You might be tempted to hire someone who lacks experience and expertise because they offer very interesting prices and promise you a lot of things. However, SEO is an investment and hiring someone who doesn’t know how to properly optimize a website is a waste of time and money. In fact, hiring someone who isn’t a professional could hurt your website if they decide to use strategies search engines consider as unethical or unprofessional. You need to look for an SEO professional or company that can develop a strategy adapted to what your business needs and you also need to make sure they stay up to date with the latest trends and will deliver on their promises.