As businesses embark on new marketing projects, many will consider sharpening up their search engine optimisation (SEO) or search engine marketing (SEM) projects, expanding the scope and plotting a new path. The New Year may also bring new budgets, new objectives and a renewed will to succeed.
If your business is thinking about rethinking its approach to SEO and SEM, you’ll inevitably face the dilemma of who should lead. Businesses sometimes get stuck when deciding whether to hire an agency or consultant, or nurture the necessary skills in-house.
When you outsource an SEO project, you can cherry pick an expert whose knowledge is bang up to date.
To help you decide, let’s look at the key benefits of both approaches.
Bringing SEO and SEM in-house will give a member of your team and new and exciting challenge. That might be just what they need after the Christmas break, and their unrivalled business knowledge will come in handy during the project.
Also, once you’ve invested in that employee, they will – in theory – cascade that knowledge so that the organization retains it over the long term.
But naturally, employees are free to move on, so don’t count on your SEO or SEM expert giving you their undivided attention. Today’s team player could become tomorrow’s newest self-employed SEO consultant if they happen to get the bug.
Businesses looking for a fresh perspective on SEO and SEM campaigns will get a range of benefits from a consultant, including specialized skills at their fingertips and the benefit of several years’ experience in working with search. If there’s one thing all consultants know it’s this: Google doesn’t sit still for long, and good SEO consultants don’t either. When you outsource an SEO project, you can cherry pick an expert whose knowledge is bang up to date; no training, no expense, and no false starts.
With an agency or expert, you still benefit from internal knowledge transfer, but with the advantage of a faster launch and speedier returns on investment. They’ll also bring expert knowledge of a very specific software stack and can blend this with the business knowledge that their colleagues bring to the table.
Further to this, the business also has the flexibility to hire or fire consultants according to demand in order to meet marketing objectives over the longer term.
When it comes to SEO and SEM, it’s important to be realistic about your company’s innate ability to meet a very specific need in a very new area of marketing.
Could you quickly, affordably mobilise an existing employee? Is it realistic to expect a member of the team to step to the plate as quickly as a consultant? Do any of your staff have both technical and marketing skills? If they don’t, they probably can’t match an agency’s or expert’s versatility.
To keep pace with competitors, a consultant almost always makes sense in SEO and SEM campaigns. A steeper trajectory for your project means faster results, newer ideas and a cost-effective way to get your business to the top of SERPs.
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