tedster - 11:38 am on May 8, 2012 (gmt 0)
All too true ;(
The field of "SEO consultants" has become a kind of boomtown, and many such folks get stuck in past years approaches, automated cookie cutter boilerplate and the like. In fact, the number of people doing their own SEO research seems to me to be relatively low these days - nothing like ten years ago.
You can definitely be your own best friend by staying informed, even if you do farm out the actual work.