There is no doubt that search engines, over the past two years at least, have increased their ranking requirements to the extent that it has become important to hire someone to handle one’s SEO. From robots to analytics, sitemapping and backlinking, SEO has taken a life of its own. There are many tools online to help one generate all of these and more, but one has to know what one is looking for in the first place. Also, it is hard to keep up with the changes to the requirements that are made almost daily.
SEO is closely intertwined with UX/UI and with social media which is why a knowledge of those two is also necessary.
I will write more extensively about this but for starters, here are a few guides that might help you start without me.
Guides