Search Engine marketing can get very expensive. If you want to save money and have the time there are tools out there to help you get better ranking on your own. I personally like WebCEO, they even have a very in-depth tutorial on SEO for the beginner, and now they have some online tools right on their site. The base package for WebCEO is free, as well the training doesn’t cost anything.
Another program of note is IBP (IBusinessPromoter), I have not used it as much as I have had good success with WebCEO, but I know people who use it and like it. In particular I like how WebCEO walks you through the steps of what their program has to offer.