Is it worth hireing a SEO Guy? not realy, is it worth learning about SEO? not really.
Download the SEO Cheat Sheet, follow the basic guidelines.
Have quality content, on a stable and well built website.
Attract people to come to your website instead of tryng to gaim search engines.
All my websites I work at have lots of SEO tips and tricks, but none of them are as successful as the one website with the quality content. This has little seo and the domain is not really relative to the content. Its been in the press, people blog about it, people recommend it and a favourite. That is the real "search engine optimisation", making it a destination to visit.