Any company that wants to unlock and develop the search engine optimization as a new marketing channel or must ask the question, what form these should be addressed. Basically, there are three solutions: either one chooses to treat an employee firmly set that is exclusively charged with SEO, or it outsources this area, and instructed an agency to search engine optimization. Since both options have advantages and disadvantages (see below), there is a third possibility, namely a combination of both.
The Three Most Important Advantages of an In-House SEO
One of the main tasks of an in-house SEO is to integrate SEO processes across the enterprise, sensitizing all employees in the subject and to coordinate the processes of different departments together. Through direct, daily reference to the team, it is the in-house SEO easier for all employees to and from a subject relevant to their areas of work, know-how to acquire, and so SEO 'thought along' as possible at each step and quite naturally work processes in all inserts. In a second step can also directors or employees bring other departments (such as marketing, engineering and product management) and advance the search engine optimization with their own ideas as soon as they have developed a basic understanding of it.
Also an in-house SEO is closer to the customers and products his company as an agency could ever be. He knows all the services his company and also know what is important in this industry. An agency serves many different clients in all sectors and can therefore less deeply acquainted with the intricacies. Accordingly go to the in-house SEO, which is increasingly becoming experts within their industry, such as keyword research, or the planning of the texts for onpage optimization easier by hand, while the agency must incorporate new every time.
The third important argument for an in-house SEO is the time factor, which is also closely linked to the cost. The in-house SEO has an interest that the measures it has taken effect quickly but sustainably. To justify his work and the entire company lead to the importance of SEO in mind, he will seek the best possible results in a short time. The agency, which is usually paid by the time might have an interest; however, consider the measures to artificially length in order to increase their own sales. This practice is of course in reputable agencies not common and the risk it may be minimized by talking in advance - be - but never entirely excluded.
Three Arguments for an Agency
Any good SEO agency can obviously score points with collective know-how. Since the agency every day with different SEO solutions employed in all industries, it can quickly develop the strategies that are optimal for the respective company. The famous 'the bigger picture' is for agencies to accomplish much lighter than for an in-house SEO who knows only his industry and considered. Additionally there is a wide network of contacts and resources that can be especially with regard to the off page optimization, eg the link marketing advantage.
Moreover, it is not easy to find a competent in-house SEO. The job market in this area has for years been characterized by a significant excess demand, so that it is easier to find a good agency as a competent SEO who wants to set up a company as an employee. A company that begins to deal with the issue will also have difficulty in assessing the skills of the candidates. Based on references but make a patentee agency is identified, much easier.
In addition, each company must consider whether an in-house SEO would be busy full time. A normal employee entrust besides the daily work with search engine optimization is, in any case not a good idea. Someone 40 hours a week is just to deal with it, especially in smaller companies, often unnecessary. For an intern solution, an agency is ideal. In addition, the SEO budget is easily screwed up and down as needed - without new staff need to be recruited and dismissed or short term.
The requirements for a mix of both channels
The pros and cons of both procedures are clear. Which solution is best suited for a business must be decided individually in each case. If SEO is an important part of the marketing strategy of a company and there is a correspondingly large budget available, a merger of the two strategies can be envisaged.
In the case provides the Agency with the required contacts, know-how and innovative solutions in the industry, the customer might not be as well known, and is working closely with the in-house SEO, the embedded search engine optimization within the company and a lot of knowledge of the products and the competition brings. With the cooperation of in-house SEO with an agency, the work can also be shared sense: While the agency can take care of, for example, because of their extensive network well around the area link marketing, could the in-house SEO perform technical SEO, and as the website structure. Adapt the implementation of onpage strategies directly by the agency and the related disclosure of the access to proprietary content management system, is rather unusual.
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