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To say that a consultant must not know what they're doing or else they would do it for themselves is naive.
We are in an era of specialized knowledge and outsourcing. People focus on what they're good at and outsource the rest.
Getting good rankings in search engines is just a small part of the battle in internet marketing, there are alot of other things to manage as well that don't involve SEO.
It's like saying if google's traffic is worth anything they wouldn't sell it via adwords, they would just become affiliates themselves for every program in the world and keep the commissions from the sales the adwords generate. But google's specialty isn't selling things to their surfers, it's generating relevant search results.
Or the Hun's traffic must not be worth anything or else he wouldn't sell the spots he'd just list all of his own galleries and keep the money from the signups.
We're all good at what we're all good at, and we hire professionals to handle the parts of our business that aren't our forte. It's the same reason we hire attorneys, accountants, financial advisors, etc etc.
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