Bringing Your SEO In-House: What You Need To Know
Thanks to the increasing accessibility of the internet and the convenience of online shopping, search engine optimisation, also known as SEO, is essential for any business.
Without ranking for your target keywords on popular search engines, your website won’t get noticed on the internet, and you won’t be able to generate new leads.
For many business owners, SEO takes a lot of time that they simply do not have to spare, which is why many turn to outsourced agencies to take on the bulk of the work.
While outsourced SEO can save you a lot of time and hard work, it can also cost a lot of money. There’s no definitive cost, but there are ways to work out a rough price for your SEO campaign.
Some business leaders might consider that bringing some, or even all, of their SEO work in-house, could save them money.
While it could save you some money in the future, you will have to spend a lot of money initially to get your digital marketing department up and running.
Additionally, you will need to learn more about the workings of search engines and websites in order to make the best choice for your company.
It’s not automatically the case that bringing your SEO and digital marketing in-house will save you a lot of money. There are many different factors that need to be considered.
As such, this isn’t a decision that you should take lightly. Read on, and we’ll share some tips to help you make the right choice.
Find Out About How Much Work Goes Into Search Engine Optimisation
Before you launch into creating an in-house digital marketing team, you need to consider what work actually goes into SEO. As such, you need to learn about SEO and what you need to do in 2021 to achieve the search engine page rankings that your business needs.
Read articles by experts on SEO techniques and how to improve your website’s visibility on search engines before you consider taking over from your outsourced agency and creating a department to do your optimisation in-house. Armed with this information, you can make an informed choice that will benefit your business.
Create A Plan And Set Targets
Once you have a grasp of SEO and how it works, you can start to work out what you want to achieve with your company’s SEO strategy. If you don’t already have an SEO plan, then now is the time to create one.
With a plan and a set of SEO goals, you can start to consider how much time, effort, and budget, that you want to invest in your search engine optimisation. It can be tough to know exactly what results you will get, but by setting rough KPIs for your digital marketing, you can understand how much work you will need to put into your strategy.
Communicate With Other Members Of Your Organisation
When you’re considering making a major change to your business, you need to communicate with your fellow leaders and the executives in your organisation. When you speak to your team, you need to get not only their opinions on your plan but also how much assistance they can provide. Some of your business executives might have the time or the experience to assist in your digital marketing strategy.
Once you know how much support you can expect from your business executive team, you will know what additional assistance you need. In some cases, you might already have the in-house capabilities to run small to medium-sized SEO campaigns. If you don’t have much digital marketing or technical expertise in your existing executives, then you might need to hire in additional team members to support your in-house digital marketing efforts.
Consider All The SEO Skills You Require
SEO requires a wide variety of different skills: creativity and writing skills, for creating high-quality content; analytical knowledge for finding data and reporting it effectively; and technical insight to optimise your website and automate marketing functions.
Depending on your business’s niche, you might already have some of these skills in-house, which you can put to good use. However, you might also need to hire additional expertise for your campaigns. Work out how much work you could do in-house already, and what aspects of your digital marketing work you’d either need to bring in or outsource.
Think About Your Budget
While it’s easy to think that bringing any outsourced service in-house will automatically save you a fortune, that’s not always the case. With SEO, maintaining your results will require a lot of work and expertise, which means that you will probably need to hire at least one digital marketer. Digital marketers earn more than $77 thousand per year in Australia, and that’s just the base salary. If you choose to hire an experienced digital marketing expert, then you could find yourself paying even more, and that’s before you consider perks, technology and SEO tools.
Most software for keyword research and online reputation management requires paying a subscription, so you could find that you end up paying a lot of money just to get things up and running. Work out a budget for your SEO strategy, and then consider if your money would be better spent on an outsourced agency, or if you need to bring some of your work in-house. Compare the costs with those of your current agency, and shop around to see if other companies can offer you the same services at a more competitive rate. You will then know how much money you will need to spend on each approach and tentatively begin to bring some aspects of your company’s SEO in-house if you feel that this is the best option.
Review Your SEO Results Regularly
As mentioned earlier in this article, transitioning from outsourced SEO services to an in-house department comes with many initial costs. Over time, these could be offset by the savings that your business makes, but this depends on how successful your campaigns are and how much in-house expertise you have. Make sure that you review your in-house SEO results regularly, and if you’re concerned that you are not achieving your KPIs, then you should consider working with an SEO agency again.
In some cases, you might find that working with an outsourced agency for some aspects of your SEO, such as link building campaigns, will actually save your organisation money over time. When you’re thinking about what aspects of your SEO to outsource, consider your in-house capabilities and your company’s requirements. You should also check out the pricing of these services from SEO agencies, and then you can find the best option that will save you money and effort.
Bringing your SEO in-house takes a lot of time and effort, but it could benefit your business in the long run. Most of the hard work revolves around gathering data and understanding what your business requires. That might sound very boring, but it’s the essence of SEO; working out where your business ranks now, and why, then make an informed decision about what steps to take next. Bringing your SEO, or part of it, in-house works on the same principle. The tips listed in this article should help you to make the best decision for your company.