SEO Companies do it
Lisa Barone writes a piece here about SEOs actually doing SEO rather than just reading about it.
It’s interesting because by searching the internet, you can find a lot of SEO tips that you can apply to your website. Unfortunately, there is also a lot of poor information out there, which is why it is often more cost effective (and safer) to pay for an SEO company to do the work for you!
Lisa’s point about stopping reading SEO blogs is fine to a point, but you also need to keep abreast of developments in the SEO world.
At MMD, we read SEO blogs, develop our own techniques and also learn from watching our own SEO experiments. By combining all of those elements, you get a great SEO service!