I do all of the
SEO work myself. The positive is that I learn first hand of what works.. and more frequently I learn of what does not work.
At one time I hired an "
SEO" expert to help do on-page optimization, and off-page as well. I had nothing but trouble with that experience. My site was banned from Google for quite some time after that.
Tools I use:
(1) GPWA members regularly add tid bits of good information on
SEO strategies. Most often, they re-inforce what I already think I know.
(2) SEOMOZ.com Randfish and his team really know what they are talking about. I'm not a paying member, but I enjoy their articles and their "white board Friday" videos.
(3) Google's webmaster tools: Analytics and "Webmaster Tools" section. I use those to get feedback from my efforts.
(4) Digitalpoint.com's webmaster tools. They have a free keyword suggestion tool that I like to use to get ideas on keyword phrases that are actually being used in the SE
s now.
(5) seodigger.com to get an idea of some keyword phrases my competition is targetting. (I feel dirty when I use it.. isn't that weird!)
That's about all that comes to mind.