Search engine optimization is a complex subject with many advantages and drawbacks for businesses to consider. SEO Is not right for every company or website, but this article assumes you have made the decision to give it a try. Okay, what should you be thinking about next?
Well, the next issue to analyse is whether to use existing staff, hire new ones or outsource the SEO work to an outside agency. I'm guessing that the most interesting of these options is to use your existing staff! After all, these are people who are already on the payroll, so why not get more from the money you are already paying them right?
Additionally, these in-house staff members might actually be quite knowledgeable about search engine marketing, and they might certainly be able to do a competent job. However, I'm going to suggest that there's more to it that, and that there is a further consideration to take into account that is often overlooked. What I'm referring to is the need to compare the cost/results ratio of an in-house campaign, with that of a corresponding campaign from an agency. Don't worry if this sounds complex it's actually quite simple.
First of all, we must appraise whatever resources we have at our disposal. It's likely that our company is interested in garnering successful results sooner rather than later. If this is indeed the case, then you must have people on board who can get to work right away - there is not much time for a learning curve when it comes to these campaigns!
So we can readily grasp that when we're talking about speed, the SEO agency has the advantage. Whilst in-house staff members are developing their knowledge, the SEO agency can simply get to work right away. Thus, it is more likely you will see results quickly from using an agency.
The next consideration for a company is the risk to its website. Remember, SEO does entail some risk! Okay, the chances of being penalized by Google are slim, but, nevertheless, the possibility is there. Such an event would be disastrous for a company, and they need to consider whether this is a risk worth taking. Their own staff could unknowingly put the entire company in jeopardy by following SEO practises that they thought were safe... but actually aren't!
Again, the experienced SEO agency has the upper hand here. They are far more likely to know the pitfalls of optimization, and how to avoid them. Think about it, if this wasn't the case, they would be out of business fairly quickly!
Lastly we need to consider the ROI that the campaign should produce. Getting your SEO done by existing staff is going to require an investment of time. That time might be better spent on the company's existing, regular work. But let's say a contractor is brought in for this purpose. He or she will actually cost more in salary than the amount required to outsource the campaign to a reputable agency.
These factors lead me to the conclusion that the most efficient process for a company to get SEO done is through an agency. This is the most cost-effective solution and entails the least risk to a website in terms of possible penalties from the search engines