Considering the prevalent use of search engines today, search engine optimization (SEO) has become a crucial tool for small and medium businesses looking to build a solid online presence. After all, what better way to attract leads than to appear in the search results every time potential customers search for your product or service?
As a small or medium business owner, you've likely considered the best way to invest in SEO. In particular, should you handle it in-house or hire an SEO agency? Both options have pros and cons, and understanding them can help you make the right decision for your business.
This SEO guide will explore the differences between in-house SEO and working with an agency, providing insights into several key factors.
What is in-house SEO?
With in-house SEO, your business manages its SEO efforts internally, meaning your employees create and execute search engine optimization strategies. Companies go about this differently—some hire dedicated SEO specialists, some consult with SEO experts, and others train existing team members in the processes involved.
In any case, the creation and implementation of the strategy is kept entirely within your organization.
What is an SEO agency?
An SEO agency is a third-party service provider specializing in improving search rankings for their clients' websites. These agencies typically have teams of SEO experts, web developers, and content creators handling various aspects of SEO, including keyword research, content optimization, and technical improvements.
Agencies may specialize in specific processes or types of SEO, such as local SEO, tech SEO, and enterprise SEO, or clients from particular industries.
What are the pros of in-house SEO?
Keeping your SEO efforts in-house does offer several benefits:
Understanding your brand
No one understands your brand and its unique identity better than you and your team. This knowledge of your products, services, target audience, and industry nuances can translate to more authentic, brand-aligned content and strategies.
Communication and collaboration
Because your SEO staff is part of your regular workflow, it's easy for them to closely collaborate with your marketing, sales, and product teams. As a result, they can adjust strategies in real time and coordinate SEO efforts with broader marketing goals.
Control over the strategy
Keeping SEO efforts in-house gives you full control over strategies, timelines, and how resources are used. You can change or prioritize specific goals without competing for a third-party agency's attention and resources.
Possible cost savings
Especially if your SEO needs are basic, handling them internally might enable you to save some money. In certain cases, it is cheaper to pay for your team's salaries and purchase the necessary SEO tools than spend on a long-term contract with an agency.
What are the cons of in-house SEO?
However, in-house SEO also has some downsides:
Limited expertise
SEO constantly evolves as best practices and search engine algorithms change. Your in-house team may be unable to keep up, especially if they handle SEO on top of other responsibilities.
Higher demand for resources
SEO requires time, effort, and ongoing training and attention to produce results. If your team is already stretched thin, adding SEO to their responsibilities may lead to burnout, mistakes, and poorly developed and implemented strategies.
Missing out on tools
SEO processes like research, monitoring, and analysis often require advanced tools that may be too expensive and impractical for small businesses to invest in. As best practices and techniques change, you may also have to purchase additional tools to keep up.
What are the pros of hiring an SEO agency?
Instead of building your own SEO team, you can hire an agency and enjoy the following benefits:
Access to experts
When you partner with an SEO agency, you don't get just one person—you get an entire team of professionals. These pros usually have years of experience handling one or several aspects of website optimization, from content creation and link building to technical SEO and competitor analysis.
Updated industry knowledge
SEO agencies consider it their full-time job to stay up-to-date on Google's algorithm updates and the latest industry trends. This is very advantageous, especially for small businesses with larger competitors crowding the market.
Scalability and flexibility
As your business changes, so do your SEO needs. Hiring an SEO agency allows you to scale up or down your services according to demand instead of hiring and training new team members, as well as investing in new tools.
More bang for your buck
While it might seem expensive upfront, working with an SEO company can be more cost-effective than building an internal team. It saves you time and the cost of software, additional salaries, and continuous training for SEO staff.
What are the cons of hiring an SEO agency?
You might encounter the following disadvantages with SEO agencies:
Less direct control
While most agencies work collaboratively with their clients, you might feel like you have less control over the finer details of your SEO strategy. Communication may also be slower compared to an in-house team.
Potentially high costs
Depending on the agency and the scope of your business's needs, you may face steep costs. Long-term contracts may also lock you into working with an agency even if you're unsatisfied with the results.
Possible incompatibility
Choosing the wrong agency can lead to wasted resources and much frustration, so you need to thoroughly considring your choices before signing a contract. Make sure to hire an SEO agency that shares your vision, understands your business, and can deliver results.
Handling SEO internally and hiring an agency both have their own benefits and downsides, and which option you choose should depend on your needs, budget, and available resources. If you have a marketing-savvy team with time to learn and execute SEO strategies, then the former may be the better choice.
However, if you lack internal expertise or require more advanced tactics, then working with an agency may be the more cost-effective choice.
Alternatively, you might want to consider a hybrid approach in which an in-house team handles basic SEO tasks while outsourcing more complex strategies to an SEO agency.
In any case, assess your business's current capacity, budget, and long-term goals before making a decision. Whether you decide to go in-house, hire an agency, or find a balance between the two, investing in SEO will undoubtedly help your business grow and thrive in 2024.
