What is DIY SEO? Do-it-yourself SEO, good or bad vs. a consultant?
It depends. First, I recommend taking my SEO classes just to educate yourself so you don't get ripped off. Unfortunately there are many SEO con artists out there as well as many good ones; knowledge is power, so even if you do not actually do the SEO, learning how the game is played makes you a better manager.
Second, I do believe that the business owner needs to be involved. You don't have to 'do it yourself' but SEO is a part of marketing, and usually only people 'inside' the business can explain what your product or service is, who your customers are, etc. SEO is not a purely technical pursuit; you need to be able to position it as PART OF your MARKETING not separate.