SEO – Inhouse or Outsource – which is better
Understanding the Two Approaches
When it comes to Search Engine Optimization (SEO), businesses often face an important decision — whether to build an in-house SEO team or outsource the work to an external agency. Both options have their own strengths and limitations, and the right choice depends on the company’s needs, goals, expectations, and budget.
In-house SEO means having a dedicated team or professionals within the organization who focus exclusively on internal SEO activities. This approach provides greater control and ensures alignment with the company’s overall marketing strategy.
An internal team develops a deeper understanding of the brand, target audience, and products, allowing them to craft highly customized strategies. However, maintaining such a team can be costly, as it requires continuous training, competitive salaries, and access to advanced SEO tools. It also demands finding and retaining talent with expertise across multiple areas, including technical SEO, content creation, and analytics.
Pros and Cons of In-House SEO
Pros of In-House SEO
| Advantage | Description |
| Better Brand Knowledge | The team deeply understands the company’s products, services, and audience. |
| Full Control | Direct control over SEO strategies, priorities, and execution. |
| Quick Communication | Easier coordination with other internal departments and faster decision-making. |
| Long-Term Focus | Efforts stay aligned with the brand’s overall vision and long-term goals. |
| Faster Implementation | Changes can be made immediately without depending on third parties. |
| Confidentiality | Sensitive data and business insights remain within the organization. |
Cons of In-House SEO
| Disadvantage | Description |
| High Cost | Salaries, training, and SEO tool subscriptions can be expensive. |
| Limited Expertise | Difficult to find one team covering all areas—technical, content, and link building. |
| Scalability Issues | Expanding SEO operations requires more hiring and resources. |
| Slower Learning Curve | Internal teams may take longer to adapt to new algorithms and trends. |
| Retention Challenges | Skilled SEO professionals may leave for better opportunities. |
| Resource Heavy | Managing an SEO team requires constant time and attention from leadership. |
Pros and cons of Outsourcing SEO
Pros of Outsourcing SEO
| Advantage | Description |
| Specialized Expertise | Access to experienced professionals skilled in all aspects of SEO. |
| Cost-Effective | Generally more affordable than maintaining a full in-house team. |
| Scalability | Easy to adjust the level of SEO service based on business needs. |
| Advanced Tools Access | Agencies use premium SEO tools and analytics platforms. |
| Faster Results | Experienced agencies apply proven strategies for quicker outcomes. |
| Industry Insights | Agencies work with various clients, offering broader perspectives and updated tactics. |
Cons of Outsourcing SEO
| Disadvantage | Description |
| Less Control | Businesses rely on external teams for strategy and execution. |
| Brand Understanding Gap | Agencies may take time to fully grasp the company’s brand and audience. |
| Communication Barriers | Misunderstandings or delays can occur due to external coordination. |
| Quality Varies | Not all agencies deliver consistent performance or results. |
| Dependency Risk | Heavy reliance on an agency can create long-term dependency. |
| Generic Strategies | Some agencies may use one-size-fits-all approaches not tailored to the brand. |
Cost Comparison: In-House vs. Outsourcing SEO
| Factor | In-House SEO | Outsourcing SEO |
| Hiring Cost | High – requires recruiting SEO specialists, writers, and analysts. | Limited; there are affordable professional seo agencies in the market like FlyingElephantDigital |
| Salaries | Ongoing monthly salaries (varies based on team size). | Fixed retainer or project-based fees (often lower). |
| Training & Development | Continuous investment to stay updated with SEO trends. | The agency manages its own training and expertise. |
| SEO Tools & Software | Must purchase premium tools (Ahrefs, SEMrush, etc.). | Included in the agency’s service package most of the time. |
| Infrastructure Costs | Requires office space, systems, and internal resources. | No additional infrastructure needed. |
| Scalability | Expensive – scaling means hiring more staff and tools. | Cost-efficient – agencies can scale services flexibly. |
| Overall Investment | High upfront and ongoing costs; best for large enterprises. | Lower and predictable costs; ideal for SMBs or short-term needs. |
Key Factors to Consider Before Deciding
1. Budget Availability
One of the first things to consider is whether your company has the budget to hire, train, or maintain an internal SEO team. Building an in-house SEO team involves hiring skilled professionals, paying their salaries, and investing in ongoing training and tools. Alternatively, outsourcing SEO can often be more cost-effective, as agencies already have the necessary expertise and resources in place.
2. Level of Expertise Needed
SEO is a broad field that covers multiple areas, such as technical optimization, content creation, keyword research, and link building. If your company already has skilled professionals in-house to handle these tasks effectively, an internal team may be the right choice. However, agencies typically have specialized experts in each area of SEO, such as On-page SEO, Off-page SEO, and technical SEO. For businesses requiring advanced knowledge or specific expertise, outsourcing may be more efficient and cost-effective.
3. Tools and Technology
SEO requires the use of advanced tools for keyword research, analytics, backlink tracking, and competitor analysis. If you decide to manage SEO internally, your company will need to invest in and manage these tools, which can be costly. By outsourcing SEO, you can avoid these costs since agencies already have access to premium tools and integrated services that can improve your SEO performance.
4. Time and Resources
Managing SEO internally can stretch your team’s workload, especially if they’re required to balance SEO tasks with other marketing responsibilities. This can lead to diminished effectiveness. Outsourcing SEO allows your team to focus on core activities while an agency takes responsibility for the execution and management of SEO strategies, saving your team valuable time.
5. Industry Knowledge
A significant advantage of in-house SEO is the deep familiarity your team has with your brand, products, services, and audience. This knowledge helps to align SEO strategies with business goals.
However, agencies, though they may require time to fully understand your business, can offer fresh perspectives and new ideas that an internal team may overlook. Their broader industry knowledge may lead to innovative strategies that align with current trends and best practices.
At FlyingElephantDigital, we quickly grasp our clients’ business models because we believe a deep understanding of the product helps us market it better across all digital channels.
Read our blog on Do I need an SEO agency for a comprehensive understanding.
Hybrid Approach: Best of Both Worlds
For many businesses, the ideal solution isn’t choosing between in-house SEO or outsourcing, but rather adopting a hybrid approach. This model allows you to combine the strengths of both methods while minimizing their weaknesses.
In a hybrid setup, your in-house team handles the core aspects of SEO, such as brand alignment, content creation, and understanding customer needs. Since they are familiar with your products and audience, they can ensure that all SEO activities stay true to the company’s vision and objectives.
You can opt for SEO consulting or digital marketing consulting services from a professional agency like FlyingElephant. This approach balances costs, nurtures your in-house team, and works best if you have a long-term vision.
Read our blog on What to ask SEO consultants to know more.
Conclusion
Deciding between in-house SEO and outsourcing can be challenging, as it requires careful consideration of various factors, including budget, expertise, time, productivity, scalability, and long-term business goals. The right choice often depends on the perspective and priorities of the entrepreneur or company leadership.
Ultimately, the best decision comes down to what aligns with your company’s current resources and future growth plans.
Looking to outsource your SEO to a trusted agency? Get in touch with us today!