I think a lot of the traditional "SEO guys" have moved into broader digital marketing efforts and are moving away from pure, organic SEO. Organic SEO has gotten much more difficult due to algorithm updates - so it takes much more time (and money) to see results. Because of this, it's not nearly as profitable as it used to be for these guys. Many are finding that they can deliver results much quicker by leveraging newer capabilities like Facebook advertising and retargeting. These days, most of the real benefit an SEO guy can provide is in making sure your Google local profile is completely filled out and includes a fair number of reviews. Inbound links and on-site optimization are still important - but it's not nearly as easy secure quality inbound links as it used to be.