I will be launching my site in a couple months and visibility on search engines will be very important. I am thinking of hiring an SEO expert via Elance.com but was wondering if this is something I can pick up by myself with some reading material. I have 0 experience with SEO.

Keep in mind I work over 50 hours a week at my regular job and this site I am developing will be a personal side project. I won't have that much free time to study SEO.