To Outsource Or Hire In-House SEO For Your Business?

To Outsource Or Hire In-House SEO For Your Business, That is the Question!

So, you’ve decided to invest in SEO for your business, that’s great! But now comes the big question: Should you build an in-house SEO team or outsource it to an agency or freelancer?

There’s no one-size-fits-all answer. The right choice depends on your budget, business size, and how hands-on you want to be. Let’s break it down and help you decide.

What does an SEO Specialist actually do?

Before we dive into in-house vs. outsourced SEO, let’s get clear on what an SEO specialist actually does. Their job is to help your website rank higher on Google, which means more traffic, more leads, and more sales.

Here’s what an SEO specialist typically focuses on:

Keyword Research – This involves identifying the words and phrases your target audience types into search engines. SEO specialists analyse search trends, competitor keywords, and user intent to ensure your content is optimised to attract the right audience.
On-Page SEO – This includes optimising page titles, meta descriptions, headings, and content structure to make sure your website is relevant to search queries. Proper internal linking and keyword placement also play a crucial role in ranking higher.
Technical SEO – Ensuring your site is well-structured for search engines. This means improving site speed, mobile-friendliness, fixing broken links, implementing structured data, and ensuring proper indexing by Google.
Off-Page SEO – Building the website’s credibility through backlinks from authoritative sources, social media engagement, and brand mentions. The stronger your site’s reputation, the better it ranks in search results.
Local SEO – Optimising a business for local searches, particularly for those with physical locations. This includes managing Google Business Profiles, optimising for location-specific keywords, and ensuring consistency in business listings across directories.
SEO for Site Migrations – When a website undergoes major changes (such as a redesign, domain change, or structural overhaul), SEO specialists ensure the transition doesn’t harm rankings by setting up proper redirects and maintaining key SEO elements.
Analytics & Reporting – Monitoring performance using tools like Google Analytics and Search Console. SEO specialists track traffic, keyword rankings, conversion rates, and user behaviour to refine strategies for better results.
Adapting to AI and Changing User Behaviour – AI-driven search experiences (such as Search Generative Experience) and voice search are shaping the future of SEO. Specialists focus on optimising content for AI-generated results, improving content structure for featured snippets, and adapting to changing search behaviours.

Now that you know what SEO specialists do, let’s look at the pros and cons of hiring one in-house versus outsourcing.

In-House Vs. Outsourced SEO: What is the difference?

Factor	Outsourced SEO	In-house SEO
Cost 💰	Agencies or freelancers charge anywhere from €500 to €5000+ per month, depending on services (source: Ralf van Veen) ✅ Cheaper option	Salaries range from €36,000 to €48,000+ per year, depending on experience (source: Glassdoor)
Expertise 🪛	Access to specialised professionals with diverse experience across industries and sub-branches of SEO (such as technical SEO, local SEO and site migrations). ✅ Bigger expertise	Limited to the experience of the in-house team; may require training and up skilling.
Time to Implement ⏳	Faster – Agencies and freelancers can start immediately with proven workflows. ✅ Faster to implement	Slower – Hiring, training, and strategy development take time.
Control & Transparency 🔎	Lower – You rely on an external provider, though reporting ensures visibility.	High – Direct control over SEO strategies, tools, and execution. ✅ Bigger control & transparency
Scalability 📈	Flexible – Easily scale services up or down based on business needs. For example, agencies can handle one-off projects like site migrations, local SEO or technical SEO audits. ✅ Bigger flexibility to scale up or down	Limited – Scaling requires hiring additional employees, which takes time and resources. Additionally, short-term projects may be harder to manage in-house.
Resource Availability 🔩	No need for additional hiring or training, agencies provide the necessary tools and expertise. ✅ Comes with its own resources	Requires dedicated SEO staff, tools, and internal collaboration.
Best Practices 🏅	Agencies stay on top of the latest trends and Google updates, including AI-driven changes. ✅ Understands industry best practices and trends	May lack exposure to evolving SEO trends beyond the company’s industry.
Customisation ⚙️	Somewhat customized, but agencies balance multiple clients.	Fully tailored to your brand and goals. ✅ More customisable
Communication 💬	Requires structured communication to align agency work with business goals.	Seamless – SEO integrates closely with internal teams like marketing and development. ✅ Easier communication

The costs of In-House Vs. Outsourced SEO

In order to decide which is the best for your business, let’s talk about the cost of hiring an in-house Vs. outsourced SEO specialist

In-house SEO: Cost

Salaries range from €36,000 to €48,000+ per year (source: Glassdoor) depending on experience.
Additional costs include employee benefits, SEO tools, training, and turnover expenses.

Outsourced SEO: Cost

Agencies or freelancers charge anywhere from €500 to €5000+ per month.
Often includes expertise, tools, and deliverables like content, keyword research, and analytics.

If your budget is tight, outsourcing is usually the more cost-effective option ✅

Benefits of In-House Vs. Outsourced SEO

In-house SEO: Pros

Deep understanding of your brand and long-term goals.
Full control over SEO strategies and execution.
Works closely with other internal teams for seamless collaboration.

Outsourced SEO: Pros

Access to experienced specialists with diverse experience across industries and sub-brances of SEO (such as technical SEO, local SEO, site migrations) as well as advanced tools.
More cost-effective compared to a full-time hire.
Faster implementation and results due to proven strategies.
Some agencies offer full-service digital marketing, integrating SEO into a broader strategy.
Higher flexibility to scale up or down the team, if necessary

Cons of In-House Vs. Outsourced SEO

In-house SEO: Cons

Higher costs due to salaries, tools and training
Limited exposure to diverse industries and SEO trends
Risk of skill gaps if hiring a less experienced specialist

Outsourced SEO: Cons

Less direct control over strategy and execution
Potential communication challenges with an external team
Risk of low-quality agencies using black-hat tactics

How to decide between an In-House Vs. Outsourced SEO

Still unsure? Ask yourself these questions:

What’s your budget?

If you have the funds to hire and train a full-time SEO specialist, in-house SEO could be a great investment. If your budget is limited, outsourcing gives you access to high-quality SEO expertise without the overhead costs.

How big is your business and how complex are your SEO needs?

Larger businesses with multiple products, locations, or services often need a full-time SEO team. Smaller businesses can benefit from outsourcing without the commitment of a full-time salary.

Does your team have the necessary SEO skills?

SEO requires expertise in keyword research, technical optimisation, content strategy, and analytics. If your team lacks these skills, outsourcing ensures you get expert-level execution without the learning curve.

How involved do you want to be?

If you want full control over SEO strategies, in-house is the way to go. If you prefer a hands-off approach and want specialists to handle everything, outsourcing is the better choice.

How long do you need SEO support?

If your business requires ongoing SEO, an in-house team may be a long-term investment. However, if your needs are project-based (e.g., a one-time site migration, technical SEO audit, or local SEO campaign), outsourcing may be the better option.

How quickly do you need results?

If you need fast execution, outsourcing is the best option. Agencies and freelancers already have established workflows and can start immediately, whereas hiring and training an in-house team takes time.

How to get started with In-House SEO

If you decide to build an in-house SEO team, here’s what you need to do:

Hire an SEO expert or train an existing employee.
Invest in tools like Google Analytics, Ahrefs, and SEMrush.
Optimize your website’s content, speed, and backlink profile.
Stay updated on SEO trends, Google algorithm changes, and keyword shifts.

How to successfully outsource SEO

If outsourcing sounds like the better fit, follow these steps to ensure success:

Define Your Goals and Budget – Before reaching out to providers, it’s important to clarify your SEO objectives by considering whether you’re aiming for higher rankings, more organic traffic, or better lead generation. Determine if you need support with general SEO or if you’re focused on specific areas such as technical SEO, content creation, link building, or site migration. Additionally, establish a budget and decide on the pricing model that suits you best, whether that’s a monthly retainer, hourly rate, or project-based fee.

Find a Reputable Agency or Freelancer – Choose a provider with a proven track record of success, particularly within your industry, by looking for strong industry experience and expertise, as well as positive reviews, case studies, and testimonials from past clients. Avoid agencies that promise quick fixes or use black-hat SEO tactics, and instead, inquire about their approach to ensure they prioritise ethical, sustainable strategies for long-term success. Don’t hesitate to request a free consultation, as many agencies offer this opportunity to discuss your needs, evaluate their expertise, and assess if they’re the right fit before committing to a partnership.
Track Results and Maintain Communication – Continuous tracking and open communication are essential to ensuring your SEO campaign stays on track. Request regular performance reports that cover key metrics such as keyword rankings, traffic, and conversions, and use tools like Google Analytics and Google Search Console to track results independently. Additionally, set up periodic check-ins to review progress, address any challenges, and adjust strategies as needed.

Final Verdict

Choosing between in-house and outsourced SEO is a big decision, and the right choice depends on your goals, budget, and available resources. But one thing is clear, SEO is essential for long-term business growth.

If you want expert SEO strategies without the hassle of hiring, training, and managing an in-house team, or need help deciding, our agency is here to help. Contact us today for a free consultation and let’s take your business to the next level.