Never lose sight of this, the only thing that'll make you money online are your targets, every other thing you do online no matter what they are, is to get to the targets who'll buy from you and make money through them.
SEO is search engine optimization, that is the optimization of your web pages for the search engines so your web pages will rank high with the search engines, you can do SEO by yourself or hire an SEO expert to do it for you. You should realize that though your targets can be found through search engines, you can also find them on other ad media too.
You may decide to use other ad media for your traffic and not SEO you could make do with the SEO you'll do by yourself and not hire an SEO expert, this does not mean your business will not profit as a result.
Despite the fact that search engine traffic may be good for your business, the main issue with it is, traffic from the search engines, no matter how good you are with SEO, is unpredictable, that is you don't know if and when you'll get traffic from search engines most of the time, you can not allow your business success to be tied to this, this is one good reason why you should not rely solely on SEO for traffic.
The reason why most online marketers are encouraged to optimized their web pages is because when you do get traffic from the search engines you may end up with very good results in sales, hence if you optimized your website even with some basic SEO, the search engines may find your site some day.
Hiring an SEO expert does not guarantee you'll make money, an SEO expert will help you to rank high on the search engines and that is all, he won't help you to convert your traffic to sales, that's your job.
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