Most of less known SEOs do not have this option, as they didn’t earn that kind of SEO reputation and the chances to earn it now are rather vague.
What’s the solution then? - you will ask.
A solution that I see depends on your time and budge. If you are an Internet merchant spending most of your time on developing quality products, you may not have time for anything else. In that case, a wise solution would be to hire a reputable professional SEO. Be aware though, that the more reputable a SEO is, the higher are his charges, and highly reputable SEO could cost you a fortune.
On the other hand, if you go for the cheapest one, the chances are it may turn out to be a charlatan, and you risk to waste your time and money in vain. However, the prices for SEO services are not always indicative of the SEO expertise. There are many factors (including place of residence, background, financial situation etc.) that may determine the price.
Therefore, instead of relying on price as your guide, you can follow these instructions on how to find and choose a reliable SEO expert to outsource your SEO campaign.
The other solution applies to those webmasters who are tight on budget. If that is the case with you, then the only option you have is to learn SEO and do the website promotion yourself.
Remember, SEO in not a rocket science, and although it will take you a while to get a grasp on SEO fundamentals and then constantly refresh your knowledge by following the latest trends and changes, it is certainly worth the effort, as you will have full control over your promotion campaign and will know exactly what’s going on.
There are many quality web resources on which you could learn SEO fundamentals. The following two articles give a you quite a comprehensive guide to the two major parts of SEO - On-page SEO and Off-Page SEO.
There are also a number of reputable SEO forums, on which you could ask your questions, get advice and learn. Among those I would recommend Digital Point Forums, where you can find virtually everything you need.
If you can’t find an answer to your question or just need an advice on SEO and website promotion, you can also contact me using comments field to any of the posts on this blog.
If it’s a quick question, I will answer for free. If it’s a long and/or difficult one - I can advise you on where to look for help.