SEO agency or in-house expertise? - Organic

Two characters on a game console about to have a fight with an industrial setting.

When it comes to your SEO, there’s an important decision to make before you even start: Should you engage an agency or bring in internal resources? Some companies prefer to keep all their marketing in-house, while others opt for the flexibility of outsourcing to an external agency. It may feel like a bit of a battle at times, hence the fun image, but the truth is, there is no right or wrong answer here. Often, the best approach is a combination of both!

As an established agency with a wealth of experience, we understand the nuances that accompany this decision and have considered both sides; we’ll discuss the advantages and disadvantages of these two options.

Expertise and training budget

One of the fundamental inconsistencies lies in the availability of expertise and resources. Our agency boasts a team of professionals with years of experience, each possessing specialised knowledge and skill sets honed through both extensive training and practical experience.

Unlike in-house teams, we have the advantage of a more extensive training budget, allowing us to stay abreast of the latest industry trends and algorithmic updates. This continuous investment in personal development means that our strategies are always up-to-date and effective in driving organic traffic and enhancing online visibility.

We also have the advantage of sole discipline focus, whereas an in-house team member or members may be pulled into other projects, split their focus between Paid and SEO, or simply be so stuck in the day-to-day they don’t have time to keep on top of the constant updates.

Agency teams work across a variety of clients, so we have a breadth of knowledge in optimising different industries, for example, eCommerce, finance, and SaaS. In-house teams concentrate on a small niche of their own business. It’s important to note that it’s a two-sided coin, as niche knowledge of your industry is great for some areas of SEO, whereas a broad knowledge of the search landscape can be beneficial in others. This is where a collaborative team of internal and agency working closely together becomes invaluable.

Team size and diversity

Another advantage of an agency team is its size and diversity. We have a range of talents within our team, some focus on content optimisation, some technical specialists, and some digital PR experts.

We possess the versatility needed to tackle multifaceted SEO challenges together, and although we have a specific SEO assigned to each client account, we pull in the relevant expert to tackle specific challenges as they arise. This collective expertise also encourages an environment of shared learning and collaboration, enabling us to create innovative strategies tailored to each client’s unique requirements.

Resilience and coverage

Another critical aspect where agencies excel is resilience and coverage. In-house teams may encounter challenges such as staff illness or resource limitations, potentially impeding the continuity of SEO initiatives.

Our agency structure ensures continuity of service, with the rest of the team and some trusted freelancers on standby to pick up projects and tasks, to avoid any disruptions to retainers. We can guarantee uninterrupted progress towards our clients’ SEO objectives, regardless of unforeseen circumstances.

The personal touch of in-house expertise

It’s essential to note the unique value proposition offered by in-house SEO expertise. Nobody understands your business better than you and your internal team. This intimate knowledge allows for a more focused approach to SEO, aligning strategies closely with organisational goals and values. You’ll also find in-house teams often exhibit greater efficacy in link-building and digital PR, leveraging insider insights and relationships to amplify brand messaging and foster meaningful connections within the industry.

We often find that our agency is asked to support these activities rather than take ownership of them.

We excel at providing keyword suggestions that would offer the most benefit through new internal links, whether to enhance other site functionalities or capitalise on upcoming seasonal trends in search volume.

The in-house team then uses these focus areas to channel their efforts where they will make the most impact. We also frequently contribute to digital PR ideation meetings, offering a fresh perspective and facilitating creative brainstorming sessions for larger teams.

Cost considerations

It’s time to address the elephant in the room: “What’s your budget?” When deciding between an agency and an in-house team, cost discussions must be had. Not only is it important for you to understand how to use your money in the most beneficial way to grow, but agencies also need this information to see if they can adapt their approach to fit your budget. Otherwise, there’s a lot of back and forth when some initial transparency could save everybody a lot of time.

While agencies may require financial outlays, in our humble opinion, these are often outweighed by the long-term benefits they offer, including access to a diverse talent pool, scalability, and measurable ROI.

In contrast, in-house teams require investments in recruitment, training, and ongoing development, along with overhead costs such as salaries, benefits, and infrastructure.

Ultimately, the decision hinges on weighing these upfront and ongoing costs against the anticipated returns and strategic objectives of the organisation. For example, building an internal team is a long-term project that isn’t available to a lot of businesses, especially if they are hoping to see faster results.

Synergising efforts for optimal results

We always emphasise the symbiotic relationship between external expertise and internal knowledge. While clients may turn to us for support in generating ideas and crafting SEO strategies, the actual implementation often falls within the domain of their in-house teams.

Due to security concerns, direct access to a client’s CMS from an agency is rare when collaborating with large national and international clients. In such cases, internal teams need to handle site changes, underscoring the importance of establishing a strong working relationship with the client’s internal team.

By taking a collaborative approach to everything we do, we ensure that our strategies seamlessly align with the broader organisational plan from the outset. We only propose recommendations that internal teams are capable of implementing, thus driving tangible results without burdening you with unused insights.

The essential role of empowerment

If your agency isn’t empowering you and your teams, then something isn’t right. We’re dedicated to empowering our clients’ internal teams by helping them understand and embrace SEO best practices. Through customised training sessions and knowledge-sharing arrangements, we provide them with the skills and insights needed to navigate the constantly evolving landscape of search engine algorithms. This ensures that our working relationship is smooth and mutually beneficial. Fortunately, Google’s frequent updates keep us on our toes.

This approach cultivates a culture of continuous learning and communication, enabling our clients to stay ahead of the curve. It’s also worth mentioning that we have a podcast where we’re on a mission to keep everybody up to date with Google updates and provide insights on how to stay one step ahead.

What should we do?

As every SEO expert has said about everything ever, it depends. The decision to enlist the services of an SEO agency or establish an in-house team depends on a variety of factors, including budget, expertise, and internal organisational setup.

While agencies offer the advantage of specialised knowledge, diverse talent pools, and resilience, in-house expertise provides a personal touch and a deep understanding of organisational nuances.

At Organic, we recognise the importance of striking a balance between external support and internal empowerment. By sharing projects with internal resources, we aim to achieve maximum results for your budget. We foster collaborative partnerships that drive sustainable growth.