Yes SEO can be done by each individual.There are many resources in internet and we can sign up for those and practice it.But the downpart is ,time consuming process.Those who do not accept delay are in a position to seek the professionals help. Each pro offers service at a different rate. So the SEO provider cannot be chosen only on the basis of service fee.
To select a good SEO provider;
* First search in internet and get a list of SEO service providers that offer the service at your affordable cost.
* Scrutinize amongst them based on their success rate,legit techniques,support,reliability,reputation etc.You can get a clear idea about the above factors from use reviews.
* Talk to a representative of the selected one and if satisfied...signin with them.
Service providers like Tucktail.com provide Search Engine Visibility Service through which they help the user to get the desired pagerank.