Any business that attempts to gain visibility in Search Engines and boost your brand visibility to attract customers and generate leads should know that Search Engine Optimisation (SEO) is indispensable. However, as their SEO strategy matures, most businesses are faced with a critical decision: Do they hire an SEO agency or build an SEO team in-house?
Each option has pros and cons, and the best choice for your business depends on your goals, budget, and expertise. Let’s break down the important differences to help you decide.
Understanding the Basics
What is an SEO Agency?
An SEO agency is a third-party company that specialises in offering SEO services to companies that want to enhance their search engine rankings. These agencies have specialists in all areas of SEO, including keyword research, technical optimisation, content marketing, and link building agency in Australia. A top-rated SEO agency offers the best SEO solution based on an individual business type.
What is In-House SEO?
What is in-house SEO? In-house SEO is when you hire a specialist team within your company to deal with SEO initiatives. This means they only work for your business, ensuring these SEO strategies are aligned with the overall company objectives. In-house teams allow for more control and a greater understanding of the brand; however, they are expensive in terms of hiring, training, and tools.
Now, let’s compare both options using some key factors.
Expertise & Specialisation
SEO Agency: Access to a Team of Skilled Professionals
SEO agencies are companies made up of specialists in every aspect of SEO. These professionals remain informed about Google’s algorithm updates, trends, and best practices. Agencies usually offer:
Tech SEO experts to optimise site structure and performance.
Content strategists and writers who curate engaging, optimised content.
Experts to work on domain authority and link-building.
A team of data analysts to help keep track of performance and optimise campaigns.
Because SEO covers so much ground, a team gets input from diverse expertise rather than just one or two people.
In-House SEO: Authority but Limited Expertise
When working with an in-house team, you share complete control over SEO efforts and brand messaging. But unless you bring on an army of SEO experts, expertise is limited. A small team does not have advanced technical knowledge, nor has it managed to keep up with the evolving digital SEO landscape. As a result, the approach to changes can take long to be accepted, and time can be missed. It is best for businesses focused on long-term SEO strategies and with the budget to hire top-tier talent.
Cost & Budget Considerations
SEO Agency: Various Pricing Models
Every agency has its own pricing models, like monthly retainers, project-based pricing, or performance-based fees. Agency costs can vary, but generally fall between $2,000 and $10,000 per month depending on the breadth of services.
Pros:
Prevents overhead costs, like employee salaries, benefits or training.
Use of professional SEO tools without investing more.
Affordable for small to medium businesses.
In-House SEO: Costlier Over The Long Run
An in-house SEO team can be costly, requiring a greater commitment upfront for salaries, recruitment, and training. In Australia, SEO specialists with years of experience can expect salaries between $80,000 and $120,000 annually.
Additional costs include:
SEO tools subscriptions (SEMrush, Ahrefs, Moz, etc.)
Training people also continue to make sure the team is always up to date.
Bringing on more resources for technical SEO, a dedicated content person, and an analytics person.
An in-house solution could save you money in the long run but requires a larger financial commitment upfront.
Scalability & Resources
SEO Agency: Easily Scalable
SEO agencies will be able to quickly scale up efforts and adapt strategies based on your business needs. When you want local SEO, national rankings, or international SEO, agencies can devote the necessary resources and expertise.
SEO agencies are best for companies in need of flexibility. They eliminate the need to hire or train staff as the SEO demands change.
In-House SEO: Scalability Limitations
Hiring in-house SEO team members is time-consuming and costly. If demand increases, your current team may not be able to handle this, and performance will suffer. In-house teams are ideal for big brands with constant SEO objectives and long-term strategies.
SEO Tools & Technology
SEO Agency: No Extra Costs for the Advanced Tools
SEO agencies invest heavily in top-notch tools to help them with keyword research, competitor tracking, and analyzing performance. Even better, there are valuable tools — like SEMrush, Ahrefs, Google Search Console, and Screaming Frog — that can give you insights.
Businesses can use these tools right out of the box without needing to buy individual licenses. Agencies also possess proprietary technology and automation to make SEO more efficient.
In-House SEO: Costs for Tools
An in-house team must buy SEO tools, which can cost thousands of dollars per year. Businesses with a stricter budget may have to restrict the use of some of these tools, resulting in poor-quality data and decision-making. In-house SEO is best for companies willing to purchase high-end SEO tools and technology.
Time & Implementation Speed
SEO Agency: Faster Execution
Agencies have set workflows and can execute them more swiftly. They also have experience working with multiple clients, which means they can spot problems and implement solutions more quickly.
Agencies are best for companies looking for tangible results and speedy implementation.
In-House SEO: Slower but More Integrated
In-house teams might take longer to devise and implement strategies, particularly if they lack experience or need time to research solutions. But they collaborate to ensure SEO coordinates with overall business goals. In-house teams are suited for businesses seeking a fully integrated approach to SEO.
Transparency & Control
SEO Agency: Reports and Communication
A reputable agency will always be able to provide reports containing details of the work done every month, tracking keyword rankings, the amount of traffic being driven to the site and conversions. However, they should have faith in the agency’s process and ensure transparent communication. It is best for businesses that are comfortable outsourcing but want straight-shooting results.
In-House SEO: Complete Control of Strategy
When you have an in-house team, businesses have 100% control over their SEO campaign. If your brand requires specific messaging or compliance, an internal team will ensure those standards are met. It is good for companies requiring strict brand control and a brand package.
Which One is Right for You?
Choose an SEO Agency If:
You need immediate results and fast implementation.
You can’t afford the cost of a full in-house team.
You need specialised knowledge across multiple areas of SEO.
You need the best tools and technology available to you at no additional cost.
Your business is looking for flexibility and scalability.
Choose In-House SEO If:
You have big SEO goals and would rather build an integrated team.
You want complete control over the SEO strategy and branding.
You’re ready to spend money on recruitment, training, and SEO tools.
You need employee-level support because your SEO workload has become significant.
Final Thoughts
Both SEO agencies and in-house teams have their advantages. If you’re looking for cost-effective expertise, flexibility, and quicker results, an SEO agency is the way to go. On the other hand, if long-term brand control and deeper integration matter most, building an in-house team could be the better option.
Partner Content
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