Who cares? There's a difference between "really good" (spendy) and "good enough" (free). If you're a small business, you don't really need SEO. You just need to provide information to your customers.

You can of course pay for SEO, but that's my whole point. At some point, you're not willing to pay $50(USD) an hour to get the last few percent of profit, especially if your gross income is fairly small.