Deciding whether to tackle Search Engine Optimization yourself or hiring an SEO Company is a major decision.  Here are a few things to consider in making that decision.  The knowledge required to successfully manage an SEO campaign is extensive and ever changing. Technically making the changes to your website is another area of expertise that is required.    Currently the Google algorithm to determine rankings has approximately 200 variables.  Knowing what they are is an issue and even if you knew all of them, implementation is another matter.  Beyond the expertise required is the initial and on-going time commitment. Vertical Leap keeps up with current changes in the Search Engine Optimization field so you can focus on your business and your area of expertise.  Here's a small sample of the variables in Googles algorithm.

1. If you have the opportunity to optimize your URL.  I'm not suggesting using a keyword but selecting a keyword that focuses on your business and provides the potential to encourage branding.
2. Optimizing the Title and H1 headers is obviously a standard practice but remember to place keywords at the beginning of the Title. 
3. Optimize your description and keep it less than 200 words and include no more than 5 keywords.  Optimizing the description may not be of as much SEO benefit these days but remember it shows up in the description on the SERP's.
4. Optimize for keyword density.  Sprinkling the keywords throughout the content is critical but ensure that it reads well for your readers.
5. Keyword proximity is a must.  Keywords closer to the top of the page certainly carry more weight.
6. Take advantage of text links.  "Click here" as a text link means you've just lost an SEO opportunity and from also from a usability standpoint.  "Click here" gives your visitor very little indication as to what's coming.
7. Use keyword stemming, a great tool for this is http://www.usingenglish.com/resources/wordcheck/index.php?word=optimization
8. Optimize image descriptions or alt text, remember the robots can't read images.
9. Optimize the site structure with appropriate internal links
10. If possible create the structure no more than two levels deep

Let Vertical Leap manage your Search Engine Optimization, so you don't have to worry about all the variables and complexities involved in achieving great rankings and traffic for your website.  Remember the best website has no value if your potential customers can't find it.  However, those potential customers will find your competitors.