Search engine optimizers, commonly called SEOs or search engine optimization specialists, are different than webmasters. They keep up with the latest techniques to make sure that a website gets to and remains at the top of the search engine results pages (SERPs). This involves daily work, including testing, manipulating, and recommending certain changes to web pages on a corporate website. This can involve link strategies (requesting links from other websites), as well as minor wording changes to web pages.
In-house SEOs are search engine optimizers or SEO specialists. They are designated as in-house SEOs since they are employed by one company and only work on that company’s website(s). The tasks that an SEO performs typically are the same as another SEO who doesn’t work in-house. Working as an in-house SEO, they’re typically more in-tune to the business needs, and can spend more time working on the company’s SEO.
An agency SEO, typically referred to as an SEO, will be employed by an SEO agency, but works on the SEO for more than one website. On any given day, an SEO may work on several different websites. As an SEO myself who has worked for several different SEO agencies over the years, I can tell you that I’ve personally worked on up to 20 different websites in one 8 hour day.
SEOs who are not in-house SEOs can typically provide a unique perspective on the company’s SEO and, with enough experience, can provide a good ROI when hired to provide a technical SEO audit service. Agency SEOs, or SEOs employed by agencies or digital marketing agencies, typically keep up with the latest SEO techniques and best practices, as they see SEO and am involved with SEO for several different websites–and can see what’s working and what’s not working. For example, they may apply an SEO technique for one website, it may work well for one client, and they can then apply that same technique to help another website’s SEO.
In-House SEO vs. Agency SEO: Making the Right Choice for Your B2B Website
In the digital age, a strong online presence is essential for businesses looking to thrive and grow. Search Engine Optimization (SEO) plays a pivotal role in achieving this goal by ensuring your website ranks high on search engine results pages (SERPs). When it comes to managing your SEO strategy, you have two primary options: hiring an in-house SEO professional or partnering with an SEO agency. Each approach has its own set of advantages and disadvantages. In this article, we’ll explore the differences between in-house SEOs and agency SEOs and help you determine which option is best for your B2B website.
The Role of SEO in B2B
Before delving into the comparison, let’s understand the importance of SEO in the context of B2B websites. In the world of business-to-business transactions, the online presence of your website can significantly impact your success. Potential clients often research products or services online before making purchasing decisions. A well-optimized website ensures that your B2B offerings are visible and attractive to these prospects.
In-House SEO: Pros and Cons
1. Deep Knowledge of the Business
- Tailored Strategy: In-house SEOs have an intimate understanding of your company’s products, services, and goals. This allows them to develop SEO strategies that are closely aligned with your business objectives.
2. Immediate Responsiveness
- Quick Adjustments: In-house SEOs can quickly adapt to changes in your marketing strategy or respond to urgent SEO needs without delays.
3. Full-Time Commitment
- Dedication: Your in-house SEO professional is fully dedicated to your business, ensuring a laser-focused approach to your SEO efforts.
1. Limited Expertise
- Narrow Skill Set: In-house SEOs may have a limited scope of expertise compared to agencies, potentially lacking exposure to a wide range of SEO strategies and tools.
2. Resource Costs
- Financial Investment: Employing an in-house SEO professional can be costly, with expenses including salaries, benefits, and training.
- Lack of Collaboration: In-house SEOs might miss out on the collaborative opportunities and fresh perspectives that working with an agency can provide.
Agency SEO: Pros and Cons
1. Diverse Expertise
- Broad Skill Set: SEO agencies often employ specialists in various aspects of SEO, ensuring that you benefit from a wide range of knowledge and skills.
- Flexible Resources: Agencies can adapt to your needs, scaling their services up or down as required, providing a cost-effective solution.
3. Industry Insights
- Market Knowledge: Agencies typically work with multiple clients across different industries, providing valuable insights and fresh ideas for your SEO strategy.
1. Communication Challenges
- Distance and Time Zones: Working with an agency may introduce communication challenges, especially if they are located in different time zones or regions.
2. Limited Focus
- Shared Attention: An agency’s attention may be divided among multiple clients, potentially resulting in less dedicated focus on your specific needs.
3. Onboarding Time
- Initial Learning Curve: It may take some time for an agency to fully understand your business and industry, leading to a slower start.
Making the Choice
When deciding between in-house SEO and agency SEO for your B2B website, consider the following factors:
- Assess your financial resources and determine whether you can afford the ongoing expenses of an in-house SEO professional or prefer the flexibility of an agency’s scalable services.
- Evaluate your current and future SEO needs. If your website requires a wide range of SEO skills, an agency might be the better choice. If your needs are specific and well-defined, an in-house SEO might suffice.
3. Time Constraints
- Consider your timeline and urgency. In-house SEOs can react quickly to changes, while agencies may need some time to onboard and align with your business.
4. Business Goals
- Align your choice with your overall business goals. An in-house SEO can closely integrate with your business, while an agency can provide fresh perspectives and industry insights.
Ultimately, the decision between in-house SEO and agency SEO depends on your unique circumstances, resources, and objectives. In many cases, a hybrid approach, such as collaborating with an agency for specialized projects while maintaining an in-house SEO for day-to-day operations, can also be an effective strategy.
Remember that SEO is an ongoing effort, and the choice you make should be one that best serves the long-term growth and success of your B2B website in the ever-evolving digital landscape.