As companies join the online world they need to decide whether their search engine optimization programs are developed ‘inhouse’ or through external agencies. There are many factors to consider when making a decision such as this particularly as your online experience could be severely affected by a poor decision.
The size of your organization is one of the first considerations along with the amount of online exposure you are looking to achieve. Search engine optimization programs can be more involved if you are setting up an eCommerce site. The factors that need to be considered include:
In House SEO
Depending on the size of the organization and your proposed online presence, one major consideration is whether a dedicated search engine optimization team (or individual) would be fully employed. Small organizations with a limited online exposure may find they are paying big dollars for an individual who spends more time on Facebook than they do on the job.
Inhouse benefits include proximity, that is, the search engine optimization team are close to the action so they are able to pick up corporate and product knowledge quickly. This may give them a closer feel for the needs of the company.
The downside to inhouse search engine optimization teams include effective use of time and value for money issues. Although sounding contrary to the above, being too close to the action and loosing perspective can also be a problem. This last can be a difficult area for management who are not tech savvy; how will you know if your team is being effective?
The most difficult decision when outsourcing your search engine optimization program is knowing who can best meet your needs and who is going to provide value for money. This can only be resolved by researching either online or through business networks and recommendations.
Outsourcing can can often be used successfully to get the ball rolling and to determine its cost effectiveness. Outsourced search engine optimization experts are constantly updating their knowledge; inhouse individuals may feel ‘secure’ and not spend too much time in this area.
A downside to using an outsourced expert is the lack of product and corporate knowledge. You are also employing and individual who may have many other projects that they are working on at the same time.
As can be seen, deciding on inhouse or outsourcing for your search engine optimization needs can be a difficult decision. The best solution often is to use an outsourced expert who can undertake all the preliminary work. This work is the most important part of any optimization program as it sets up the future of the web site.
From that point, it really comes down to a value for money decision. Can you afford to employ an inhouse team, or is there more value in outsourcing your search engine optimization needs. The decision is yours.