Do I need an SEO Agency?
As we enter a time where the majority of consumers turn to search engines to find information, products and services, establishing a solid online presence is more important than ever for most businesses.
Search Engine Optimisation (SEO) can play a pivotal role in ensuring that people looking for what you offer can easily find your website.
However, SEO is a complex field that encompasses a wide range of strategies, from keyword research and content creation to technical website optimisations and link building. Given its complexity and the expertise required to execute effective SEO strategies, many businesses face the dilemma of whether to handle SEO in-house or to enlist the services of a specialised SEO agency.
This decision is not to be taken lightly, as the effectiveness of your SEO efforts can significantly impact your business's visibility online, drive organic traffic, and ultimately contribute to your bottom line. SEO is not just about getting to the top of search engine results pages (SERPs); it's about establishing your brand as a trustworthy and authoritative source in your industry, improving user experience on your website, and reaching your target audience with the right message at the right time. With the digital landscape constantly evolving and search engine algorithms frequently updating, keeping up with the latest SEO best practices can be a daunting task.
An SEO agency can bring a wealth of experience and expertise to the table, often alongside the use of tools and analytics to tailor your strategy to align with your business goals. However hiring an agency is an investment, and like any other business investment, requires careful consideration of immediate and future returns, and there are various factors to consider.
We delve into all the factors to consider when choosing whether or not to use an SEO agency.
Expertise and Experience: What Does Your Business Need?
The first thing to consider before outsourcing your SEO to an agency is what in-house capabilities and resources you already have. If you or your team already have a solid understanding of SEO best practices alongside the time to implement strategies, then you might be able to do well without the use of an agency.
However, SEO encompasses various specialised areas, and a blended approach, combining in-house efforts with agency expertise, can often yield the best results.
Some examples of the types of resources you may need are:
Technical SEO Experts
This involves understanding the technical aspects of SEO, such as site architecture, mobile optimisation, and page speed enhancements. If you have someone within your team who can address these technical SEO elements, in-house management may be feasible. Otherwise, consider seeking an agency's help for these complex and critical areas.
SEO Content Creation:
Quality content is at the heart of effective SEO. Assess whether your team has the skills to produce high-quality, SEO-optimised content. This includes not just writing skills but also knowledge of keyword research and SEO-friendly content structuring. If you're confident in your team's abilities, you might manage content creation internally. Alternatively, an SEO agency could assist by providing detailed content briefs that align with your SEO strategy or offer a full SEO copywriting service.
Digital PR and Link Building:
Establishing a robust backlink profile is essential but can be resource-intensive. SEO agencies often utilise their networks and digital PR tools (which can be costly) to build links. If you already work with a PR agency or have in-house outreach capabilities, you might handle this internally. Otherwise, an SEO agency's expertise and resources in digital PR can be invaluable in enhancing your site's authority through strategic link-building efforts.
What to consider when looking at in-house SEO vs Using an Agency
When considering these areas, reflect on your team's strengths and gaps. It's not just about having the capability to perform certain tasks but doing so in a way that aligns with SEO best practices and can adapt to the rapidly changing landscape of search engine algorithms.
Cost vs. Benefit of Hiring SEO in House Vs Agency
Evaluate the potential ROI of hiring an SEO agency against the cost of expanding your in-house capabilities. Agencies bring a breadth of experience and access to premium tools, which might be more cost-effective than building an internal team from scratch. According to Glassdoor, the average salary for a Head of SEO ranges from £54k - £79k.
Long-term Strategic Goals:
Consider your business's growth objectives and how SEO fits into your broader marketing strategy. An agency can offer scalable solutions and strategic insights that evolve with your business, ensuring your SEO efforts support long-term success.
Access to SEO Tools and Resources
Another area to consider is whether you wish to invest in SEO tools. SEO agencies have access to advanced tools for things like keyword research, competitive analysis, SEO site audits and performance tracking. These resources may not be cost-effective for your business to invest in individually. These tools can provide critical insights into keywords, competitor analysis, backlink opportunities, and more.
As an example, at The Small Biz Expert, our tech stack is one of the most expensive overheads in our business and includes:
SEMrush
AhRefs
Taplio
Screaming Frog
Vueilio
Response Source
As an SEO agency, we benefit from economies of scale when it comes to these resources, but the costs can be prohibitive for a single business (we are talking about five-figure investments).
Time Commitment
When considering whether to hire an SEO agency, understanding the commitment required in terms of time and resources is essential. SEO is not a one-off project but a continuous process that needs sustained attention and effort.
Ongoing Effort:
SEO requires consistent effort over time to achieve and maintain rankings, adapt to algorithm updates, and respond to competitors' strategies. This includes regular content creation, keyword research, technical SEO maintenance, and link-building activities.
Continuous Learning:
Staying on top of SEO trends and algorithm changes demands ongoing learning and adaptation. If you choose to manage SEO in-house, consider the time investment needed to keep your team educated and strategies up-to-date.
Immediate vs. Long-Term Results:
SEO often takes time to show results. Unlike paid advertising, such as Google Ads, which can generate immediate traffic, SEO builds momentum over months or even years. Businesses must allocate time and patience for gradual improvements and long-term gains.
Scalability:
As your business grows, your SEO needs will change. An agency can scale its services to match your evolving requirements, whereas scaling an in-house team involves recruiting, training, and possibly investing in more advanced tools.
Should a small business invest in an SEO agency?
For smaller businesses, choosing to invest in an SEO agency can be more of a challenge and the factors to consider can be quite different.
Here are some of the top factors to consider if you are a smaller company
Budget Constraints:
Small businesses often operate with limited marketing budgets. It's important to weigh the potential ROI of SEO services against other marketing initiatives to determine where funds are best allocated.:
SEO as a Long-term Investment:
SEO is a long-term strategy. Small businesses should be prepared for a period of investment before seeing significant returns. This requires a commitment not just financially but also in terms of patience and time.
Making the Decision
To decide whether to invest in an SEO agency, small businesses should:
Assess Current Performance: Evaluate your current online presence and SEO performance. If your website is not achieving desired rankings or traffic, professional SEO help can make a significant difference.
Consider the Competitive Landscape: If your competitors are investing in SEO, staying competitive may require that you do the same. An agency can help you identify and implement strategies to compete more effectively online.
Evaluate Internal Capabilities: Consider whether you have the in-house expertise to manage SEO effectively. If not, an agency can fill this gap, providing access to a team of experts.
Review Agency Credentials: Look for an agency with a strong track record of helping small businesses improve their SEO performance. Ask for case studies, references, and reviews to ensure they're a good fit for your business.
For any business, the decision to hire an SEO agency should be based on a clear understanding of the potential benefits, the costs involved, and the specific needs of the business. While the investment may seem significant, the long-term benefits of improved online visibility, increased traffic, and higher conversions can outweigh the initial costs,
Other alternatives
At the Small Biz Expert, we understand that not everyone is ready to invest in a full SEO agency offering. While we do offer ongoing SEO services from just £750/month, we have also devised some other plans that can work well for those businesses who just need a helping hand.
These include:
SEO audit and strategies:
These are designed to be a “one off” service to help you to build out a plan to improve your website’s online visibility. With a full list of actionable points and a workshop to talk you through your strategy, this is an ideal solution for those who have the in-house capability but aren’t sure of their next steps.
SEO Consultancy
For businesses who sometimes want to call on expert services but don’t want to be tied into an ongoing retainer, our marketing consultancy services can be ideal. You get access to the expertise as and when you need it.
Paid Ads
For some businesses, investing in Google PPC prior to committing to SEO can be a good way to “test the waters” to see how increased visibility will make a difference to their bottom line. As a Google Partner agency, we also offer Google ads services, audits and consulting services.
Training
For those who want to learn more about search engine optimisation we also offer SEO training in London and remotely.
