By Michael McKown
Imagine you’re running a business, and you’ve got a great product or service. You’ve set up a snazzy website, and you think, “Now, how do I get people to find this online?” That’s where SEO (Search Engine Optimization) comes into play. But here’s the million-dollar question: Should you handle SEO in-house, delegate it to your web designer, or should you outsource it to an expert? Let’s dive into why choosing the latter might just be the best move for your business.
Table of Contents
The complexity of SEO
First off, SEO isn’t just about stuffing keywords into your content anymore. It’s a complex beast involving technical SEO, on-page SEO, off-page SEO, and now, with AI and machine learning, it’s even more intricate. SEO experts are constantly learning and adapting to new algorithms from Google, Bing, and other search engines. They’re decoding what makes a site not just rank on the search results pages, but rank well over time. If you’re thinking about handling this in-house, you’d need someone or a team dedicated to staying on top of these changes, which might not be feasible or cost-effective for every business.
Time and focus
Running a business means wearing many hats, but there’s only so much time in a day. When you outsource SEO, you’re buying time — time you can spend on what you do best: innovating, managing, or even just focusing on customer service. SEO is a full-time job. It involves continuous analysis, content creation, link building, and monitoring performance metrics. By outsourcing, you free up your schedule to focus on core business activities while the SEO pros handle the digital marketing front.
Expertise over generalism
Now, let’s talk about the web designer. Many are fantastic at their job — making your website look beautiful and function well. However, SEO requires a different skill set. It’s not just about design; it’s about understanding user behavior, search engine algorithms, and strategic content planning. An SEO specialist brings this expertise to the table. They know how to optimize your site structure, manage your content strategy, and execute link-building campaigns that a web designer might not be equipped or trained to handle at the same depth.
Scalability and flexibility
Business growth often comes with scaling challenges, including digital marketing. An SEO agency or freelancer can scale their services according to your business needs. Got a big product launch? They can ramp up efforts. Need to focus more on local SEO or international markets? They can adjust strategies accordingly. This flexibility is harder to achieve with in-house teams, where hiring and training take time and resources.
Cost efficiency
At first glance, outsourcing might seem pricier, but let’s do the math. Hiring an in-house SEO specialist means salary, benefits, training costs, and more. Plus, if they leave, you’re back to square one. Now, consider outsourcing: You pay for services rendered, often with more predictable budgeting, and you have access to a team’s collective knowledge rather than just one person’s expertise. Over time, this can be more cost-effective, especially if you factor in the potential increase in ROI from better SEO practices.
Access to advanced tools and techniques
SEO experts typically come equipped with a suite of tools — from keyword research to analytics, to backlink analysis — that would be costly for a small business to invest in. These tools are essential for competitive SEO. Moreover, SEO professionals often have insider knowledge about industry trends and can implement advanced techniques that might not be on the radar of someone dabbling in SEO part-time.
Risk management
SEO is not without risks — from Google penalties for “black-hat” techniques to the ever-changing landscape of SEO best practices. An expert minimizes these risks by staying compliant with search engine guidelines and adapting strategies as needed. They’re also better equipped to handle any SEO crisis, like a sudden drop in rankings, ensuring your business doesn’t suffer from downtime.
Consider it to be an investment
Outsourcing SEO to experts allows your business to benefit from specialized skills, time efficiency, scalability, and ultimately, better results in search engine rankings. While it might be tempting to handle SEO in-house or let your web designer give it a go, the depth of knowledge and experience that comes with professional SEO services can make all the difference in how your business is perceived online. It’s an investment in your business’s visibility, credibility, and growth. So, when pondering how to elevate your digital presence, consider outsourcing SEO as a strategic move to not just survive but thrive in the digital marketplace.
Where to start
I run Ghostwriters Central, Inc., a provider of the best ghostwriting services to clients worldwide since 2002. Ask my competitors how long they’ve been in business. I’ve been doing SEO since 1999. While I no longer provide comprehensive SEO services commercially, what we can capably assist with is SEO writing. This skill involves tuning your web pages for specific keyword phrases important to your business. Begin the process by clicking the link. Talk to us. I’m Michael McKown and I’ll answer the phone. Thanks for reading.