The author is pointing out that there is two “types” of people who claim to do SEO. And most shirk away from the doing the hard part of SEO: More importantly,

The author is pointing out that there is two “types” of people who claim to do SEO. And most shirk away from the doing the hard part of SEO: More importantly, they typically do not consider their responsibilities to include: Implementing technical updates to improve search engine rankings Doing product/market research to find keywords that are likely to convert users Writing blog content that will rank for target keywords Guest posting and adding value to various online communities to gain backlinks organically