Everyone is right on with what they are saying. In the end, you get what you pay for, or you get back as much as you spend your time for. There are hundreds of people out their offering their SEO services, but many will subject you to blackhat techniques that WILL get you banned by Google (maybe not right away, but they will find you and ban you). The only way to effectively rise in the SERPS and stay there is through whitehat techniques which are extremely time consuming (but easy once you know how). There are a handful of very professional SEO firms, and they are all busy working with the Fortune 500, so you can imagine what you would have to pay, assuming they would even work in this industry. If you aren’t willing to drop 6 figures, then don’t even bother calling them. In the end, with this industry it is all about the time you put into your site and your marketing, that is the only sure way to get a long-term and continued payoff.