Have you built a website for your business but noticed it isn’t getting the traffic you hoped for? If so, you might want to consider Search Engine Optimisation (SEO).

SEO is all about improving your website’s visibility in search engine results. By optimizing your site, you can rank higher on search engines, attract organic traffic, and even increase conversions. 

But how should you approach your SEO efforts? Should you build an in-house team to manage it, or is outsourcing to a digital marketing agency better? This is a common dilemma for many businesses. 

Each option has its own advantages and challenges based on your specific goals, budget and available resources. In this article, we’ll break down the key differences between in-house and outsourced SEO to help you make the best choice for your business. 

What is In-house SEO?

An in-house SEO team is a group of dedicated professionals within a company responsible for optimizing its website and online presence. This team works exclusively for the business, focusing on improving search engine rankings, driving organic traffic, and ensuring that the company’s digital marketing strategy aligns with its overall goals. 

By having an in-house team, businesses can maintain greater control over their SEO strategy and make quicker adjustments based on immediate needs and changes in the market. 

In-house SEO Teams Structure

An in-house SEO team typically integrates into the broader marketing or digital team within the company. This allows for close collaboration with the departments, such as content creation, social media and web development. 

The team’s structure can vary based on the size of the business and its specific goals. Smaller companies may have a more streamlined approach, while leather organisations may have specialized roles that focus on different aspects of SEO. 

Typical responsibilities and roles in an in-house team

An in-house SEO team usually includes several key roles, each with specific responsibilities. Here’s a breakdown of the typical roles and their functions:

• SEO manager: Oversees the entire SEO strategy, manages the team, analyzes performance metrics, and ensures alignment with business objectives. 

• Content writer: Creates optimized content that targets specific keywords and aligns with the brand’s voice while engaging the audience. 

• Technical SEO expert: Focuses on the technical aspects of SEO, such as site speed, mobile optimization, and ensuring that search engines can crawl and index the site effectively. 

• SEO analyst: Monitors and analyzes SEO performance metrics, conducts keyword research, and provides insights and recommendations for improvement. 

• Link builder: Responsible for developing and executing strategies to acquire high-quality backlinks, which are crucial for improving domain authority and search rankings. 

• Social media specialist: Collaborates with the SEO team to integrate social media strategies that support SEO efforts and drive traffic to the website. 

 

What is SEO Outsourcing?

Outsourcing SEO involves hiring external professionals, whether agencies or freelancers, to handle a company’s search engine optimization efforts. 

Instead of managing SEO internally, businesses delegate the work to experts who specialize in improving search rankings, driving traffic, and boosting online visibility.

This option allows businesses to tap into a wider range of expertise without the overhead costs of maintaining an in-house team. 

How outsourcing SEO works:

When outsourcing SEO, companies typically hire a digital marketing agency or freelance SEO expert. The process usually starts by identifying the business’s SEO needs and then selecting the right partner to achieve these goals. 

Hiring an agency

Agencies offer a wide range of expertise, with specialists in various areas like technical SEO, content creation, and link building. Their ability to scale services to meet the needs of growing businesses makes them a flexible option. 

Additionally, many agencies provide a full suite of services beyond SEO, such as web design and social media management, making them a one-stop solution. 

However, agencies tend to be more expensive due to their larger teams and overhead costs. They may also offer less personalized attention, as they juggle multiple clients simultaneously. 

Hiring a freelancer

Freelancers are generally more cost-effective, making them a great option for small businesses or startups with limited budgets. 

They also tend to offer more personalized service, as they work with fewer clients and can customize strategies based on individual needs. 

On the downside, freelancers may lack the board of expertise found in agencies, excelling in one area while falling short in others. Additionally, they may struggle with capacity issues, especially if they are handling multiple clients, limiting their ability to take on larger projects or meet tight deadlines. 

Once a company hires an agency or freelancer, managing the relationship is key to success. Businesses should clearly communicate their goals, establish timelines and ensure regular updates on progress. It’s also important to maintain open communication to ensure that both parties remain aligned on strategy and expectations. 

 

Common SEO Tasks Managed by Outsourced Providers

Outsourced SEO providers, whether agencies or freelancers, typically handle the following tasks:

• Keyword research: Identifying the relevant keywords that target potential customers and improve search engine rankings. 

• On-page SEO: Optimizing website elements like title tags, meta descriptions, header tags, and internal linking for search engines. 

• Technical SEO: Ensuring the website is properly structured for search engines, addressing issues like site speed, mobile responsiveness, and crawlability. 

• Content creation: Developing SEO-optimized blog posts, articles, and web content that target the right keywords and audience. 

• Link building: Building high quality backlinks to improve domain authority and search engine rankings. 

• SEO audits: Conducting comprehensive reviews of the website to identify areas of improvement and opportunities for optimization. 

• Competitor analysis: Evaluating competitor’s SEO strategies to identify gaps and opportunities in the market. 

• Tracking and reporting: Monitoring SEO performance metrics and providing regular reports to assess the effectiveness of the strategies implemented. 

 

Key Differences between In-house SEO and Outsourcing

Choosing between an in-house SEO team and outsourcing your SEO efforts depends on several factors. Each option comes with its own strength and limitations. 

The main difference revolves around how much control you want over your SEO strategy, the way communication and workflows are managed, the level of expertise and resources available. Last but not least, how easily you can adjust your strategy when needed. 

 

Key Difference	Control over SEO strategy and implementation	Communication and workflow processes	Expertise and resource availability	Flexibility in adjusting strategies
In-house SEO	You have full control over your SEO strategy, allowing for immediate changes and direct oversight of all activities.	Direct and real-time communication within the team leads to quicker responses and more seamless collaboration across departments.	The expertise is limited to the skills of your internal team. Building a well-rounded team requires hiring specialists, which can be time-consuming and expensive.	You can pivot strategies quickly based on immediate business needs or market changes, without the need to renegotiate contracts.
Outsourcing	Control is more limited, as agencies or freelancers manage the strategy. However, regular feedback and collaboration can still influence the direction.	Communication typically happens through scheduled meetings or reports, which may slow down the process. Managing time zones and availability can sometimes be challenging.	Agencies and freelancers offer access to a wide range of expertise and tools, making it easier to get specialized knowledge for different aspects of SEO.	Strategy adjustments may take longer due to the need for external approvals, and flexibility can be constrained by the terms of the service agreement.

 

Pros and Cons of In-house SEO

When it comes to building an SEO team within your organization, in-house SEO provides a high level of control and customization. 

Companies that choose to invest in an internal SEO team often do so because they want their strategy to be deeply aligned with their overall business goals.

However, there are challenges to maintaining an in-house team, particularly in terms of cost and expertise. Here’s a breakdown of the pros and cons. 

Pros 

• Full control over strategy: With an in-house team, you have complete control over your SEO strategy and can make changes quickly without needing to consult with external parties.
• Deep understanding of your brand: An internal team has a stronger grasp of your company’s values, mission and brand voice, leading to more consistent and aligned SEO content and campaigns. 
• Close collaboration with other departments: In-house teams can easily work with marketing, sales and product teams, ensuring SEO efforts are well-coordinated with overall business objectives. 
• Real-time communication: Having the team in-house allows for more immediate and direct communication, which can speed up decision-making and project turnaround times. 
• Long-term focus: In-house teams are more likely to focus on building a long-term SEO strategy, investing in sustainable growth instead of quick wins. 

Cons

• Higher costs: Building an in-house SEO team requires a significant investment in salaries, benefits and tools. Hiring specialists in technical SEO, content, and link building can be expensive. 
• Limited expertise: It can be challenging to find and hire experts in every SEO subfield, such as technical, on-page and link building. You may end up with gaps in expertise unless you hire a large team. 
• Slower adaptation to industry changes: An in-house team may not be as up-to-date on the latest trends and algorithm changes as an external agency that works with multiple clients and industries. 
• Resource intensive: Managing an in-house SEO team requires ongoing investment in training, tools, and development to keep skills sharp and ensure the team remains competitive. 

 

Pros and Cons of Outsourcing SEO

Outsourcing your SEO to an agency or a freelancer offers a different set of advantages. Businesses that outsource often do so to save costs or access expertise they don’t have in-house. 

Whether you’re looking for an agency or a freelancer, outsourced SEO can help you reach your goals, but it’s important to weigh the benefits against the potential downsides. 

Pros

• Access to specialized expertise: Agencies or freelancers often come with deep knowledge in multiple areas of SEO, from technical audits to content optimization, providing access to a wide range of expertise without the need for hiring.
• Cost-effective for smaller companies: For businesses without the budget to hire a full in-house team, outsourcing allows them to access SEO services without the overhead costs of salaries, benefits and ongoing training. 
• Scalable services: Agencies in particular can scale their services based on your needs. Whether you need a full-scale campaign or just a one-time project, outsourcing offers flexibility in terms of service scope. 
• Focus on results: External providers are motivated to deliver measurable outcomes, as their contract or relationship often depends on achieving set goals. 
• Up-to-date knowledge: SEO agencies and freelancers are often more attuned to the latest industry updates and algorithm changes because they work with multiple clients and need to stay competitive. 

Cons

• Less control over strategy: Since the SEO work is done externally, you have less immediate control over the strategy, which can sometimes lead to misalignment with your company’s vision or goals. 

• Potential communication delays: Managing an outsourced team, especially across time zones, can lead to delays in communication and slower response times compared to an in-house team. 

• Longer adjustment period: An agency or freelancer may take time to fully understand your brand, audience, and goals, leading to a longer onboarding process. 

• Hidden costs: While outsourcing can initially seem cost-effective, the cost of add-on services, extra reports, or extended contracts can add up over time, making it more expensive than anticipated. 

• Less dedication: Since agencies and freelancers typically manage multiple clients, they may not give your project as much attention as an in-house team would, potentially leading to slower progress or less tailored results. 

 

When to Choose an In-house SEO team

Do you want full control over your SEO strategy and tight alignment with our brand’s long term goals? If so, building an in-house SEO team might be the right answer. Here’s when you should consider building an in-house SEO team.

1. Long-term SEO strategy and brand alignment

If your business is focused on long-term growth and wants to develop a consistent, brand aligned SEO strategy, an in-house SEO team is the best option.

In-house teams are immersed in the company culture and can maintain consistency in messaging, tone, and overall SEO efforts that align with the brand’s identity. They can also focus on long-term initiatives without being driven by short-term gains. 

2. Adequate budget for hiring and training

Choosing an in-house SEO team makes sense when you have the budget to hire, train, and retain a skilled team of SEO experts. This includes salaries, benefits, and the cost of ongoing training. 

Building a high-performing team means investing in a variety of specialized roles. These can include SEO strategists, content creators, and technical SEO specialists. By having experts in each area, your business ensures that all aspects of SEO are covered effectively. 

3. Needs for close collaboration across departments

If your company values close collaboration between SEO and other departments, an in-house team offers the best integration. 

Having an SEO team in-house allows for seamless communication and quick alignment on projects, campaigns and strategies across different teams. It enables real-time feedback and adjustment, leading to more efficient execution. 

 

When to choose outsourcing SEO

For many businesses, outsourcing SEO can be a cost-effective and efficient way to achieve their goals without the complexity of managing an internal team. Outsourcing works well when you need fast results, expert knowledge or flexibility. Here’s when outsourcing is a good fit.

1. Limited budget for SEO

Small businesses or startups that don’t have the resources to hire and maintain an entire in-house team often find outsourcing to be a more affordable option. 

By hiring an agency or freelancer, you can access expert-level SEO services without the overhead costs of full-time salaries, benefits and training. Outsourcing allows you to get the help you need within a budget that works for you. 

2. Quick results and expert SEO knowledge

When your business needs fast results and immediate access to expert-level SEO knowledge, outsourcing is the better choice. SEO agencies and freelancers specialize in specific areas, offering a range of expertise from technical SEO audits to link-building strategies. 

They are also up-to-date with industry trends and can implement the latest best practices quickly. These make outsourcing ideal for businesses that need immediate impact. 

3. Short-term engagements and flexibility

If your company prefers short-term engagements or lacks the capacity to manage an in-house team, outsourcing provides flexibility. 

Whether you need help with a specific campaign, project, or just a temporary SEO boost, outsourcing offers flexibility. It allows you to scale services up or down as needed. 

This is especially useful for businesses that don’t want the long-term commitment of hiring permanent staff but still need professional SEO management. 

 

Key Factors when Choosing In-house or Outsourced SEO

Choosing between in-house SEO and outsourcing depends on various factors that align with your business’s goals, resources and capabilities. Below are key aspects to weigh when making your decision. 

1. Budget 

An in-house SEO team requires a larger upfront investment, including salaries, benefits, and training. On the other hand, outsourcing offers more flexible pricing options, which can be cost-effective for smaller businesses with limited resources. 

2. Expertise

In-house teams can provide deep knowledge of your brand and long-term strategies, but building a well-rounded team requires time and investment. 

Outsourcing gives you access to a wide range of SEO experts, including technical specialists and content creators, without the need to hire and train internally. 

3. Control

Having an in-house SEO team gives you full control over your SEO strategy and daily operations. With outsourcing, you rely on external teams. It can limit your direct oversight, but it can also free up internal resources to focus on other business areas. 

4. Long-term vs short-term goals

For businesses with long-term SEO goals, an in-house team allows for ongoing strategy development and adjustments. Outsourcing is better suited for companies with short-term SEO needs or specific projects, offering more flexibility without a long-term commitment. 

 

Conclusion

Deciding between an in-house SEO team and outsourcing depends on your business’s unique needs, resources and long-term goals. Here are some key takeaways to help you choose the most suitable option.

In-house SEO team

• Offers full control over SEO strategies and implementation.
• Allows for close collaboration with other departments. 
• Ideal for businesses with long-term SEO goals and budget for hiring and training. 

Outsourcing SEO

• Provides flexibility to scale services up or down as needed. 
• Grant access to specialised expertise without long-term commitments. 
• Suitable for small businesses or short-term projects with limited budgets.

Consideration

• Assess your budget and available resources.
• Determine the level of control you desire over SEO initiatives. 
• Identify whether your goals are focused on long term or specific short-term projects.

 

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