Trying to grow your traffic and boost your online visibility? SEO’s the way to go—but the real question is how you do it. Should you build an in-house team, or bring in an SEO agency that knows the ropes?
A recent survey found that 26% of businesses outsource their SEO to third-party agencies, and another 22% hire consultants or freelancers. In other words, nearly half of all businesses are getting outside help with their SEO.
That tells us something important — outsourcing isn’t just common, it’s a trusted and proven strategy. Many companies see real value in tapping into specialized expertise and gaining the flexibility that external partners provide. It’s clear that the agency model is well-validated, with businesses recognizing that they don’t need to do everything in-house to get strong results.
It’s not a one-size-fits-all answer. Both options have their pros and cons. Some businesses do great with an in-house team. Others get better results by bringing in outside expertise.
In this guide we’ll break it all down—what each option offers, where they shine, and where they fall short—so you can figure out which one fits your goals (and your budget).
What is SEO?
Ok, so before get into the whole comparison – let us just explain SEO itself. To explain, SEO is the process of optimising your website and its content to improve its visibility in search engine results pages (SERPs). If you want to know more, read about what is an SEO agency?
Good SEO increases organic traffic to your website, more visibility, more potential customers and more revenue. Whether you hire an external SEO company or build an in-house team, SEO is crucial for your business’s success.
What is an SEO Company?
An SEO company (or SEO agency) is a third-party organization that provides SEO services. These companies have teams of SEO experts who can help businesses improve their website rankings, write and optimize content, do keyword research, technical SEO, build backlinks and more. They usually offer flexible service packages based on your business’s needs and goals.
According to WebFX, 44% of companies are using SEO to drive growth—and for good reason. SEO leads have a 15% close rate. With the global SEO services market projected to go from $90.35 billion in 2024 to $106.9 billion by 2025, it’s clear businesses are investing more in organic strategies to stay online.
What is In-House SEO?
In-house SEO means hiring a dedicated internal team to manage all your SEO activities. This team can consist of full-time SEO specialists, content creators, developers and designers. In-house teams are fully immersed in the business, understand the core values and long term goals which can result in more tailored and focused SEO strategies.
According to Semji, 75% of companies trust their content to an in-house team of writers, while 36% rely on outside help—whether that’s agencies, freelancers or other editorial support. So what does that tell us? We have found that most businesses like to keep it is close to home… but you do find that some still turn to external experts when they need their company to scale.
SEO Company vs In-House SEO – Our Analysis and Key Differences
1. Expertise & Experience
- SEO Company: This kind of company does it all day every day. SEO is their game. Different clients, different industries—they’ve seen it all. They know what’s working right now and can jump on new trends fast. You get the benefit of all that insight without needing to train anyone.
- In-House SEO: Your team knows your brand like the back of their hand. They get your tone, your goals, your people. No ramp-up needed. But unless you’ve hired someone with deep experience, they might not have the same toolbox—or the same street smarts.
2. Cost
- SEO Company: Yeah, the price tag can look steep. Monthly retainers, project fees—it adds up. But you’re getting a full team, tools included, with zero HR hassle. And if you need to scale or pause? Easy.
- In-House SEO: Salaries, hiring, training, software—it all stacks up. It’s a bigger investment up front. But we do believe that if you’ve got long-term SEO plans, it could be worth building your own squad.
3. Scalability
- SEO Company: Agencies can scale fast. Need to ramp up for a product launch? No problem. Want to tone things down during a slow season? Easy. They have the resources to match your pace.
- In-House SEO: Scaling internally takes time—hiring, training and onboarding new staff. If you need to double your SEO output overnight, it won’t happen.
Read more about how to choose an SEO Agency?
4. Time & Focus
- SEO Company: They live and breathe SEO. That’s their whole job. So naturally, things move faster. They’ll jump on updates, run tests and tweak things without dragging their feet.
- In-House SEO: Let’s be honest—your in-house team is probably juggling SEO with a bunch of other stuff. Email campaigns, social, meetings… you name it. So progress? It’s usually a bit slower.
5. Flexibility
- SEO Company: Agencies are built to switch gears quickly. New Google update? Shift. Campaign not landing? Tweak. They move fast and don’t get stuck in red tape.
- In-House SEO: We have found that internal SEO teams can get stuck stuck. We have all seen it – company policies, approval chains, old strategies—it can take time to pivot, even when the market’s screaming for change.
6. Tools & Resources
- SEO Company: Agencies come loaded with all the fancy tools—SEMrush, Ahrefs, Surfer, Screaming Frog—you name it. You’re basically getting access without paying extra for them.
- In-House SEO: Your team’s probably working with whatever the budget allows. And SEO tools aren’t cheap. We have found that there is a bit of a limit how deep they can go, especially if you’re a smaller business.
7. Industry Knowledge
- SEO Company: Agencies work across different industries, so they pick up trends fast. That outsider perspective can spark fresh ideas you wouldn’t think of in-house.
- In-House SEO: No one knows your business like your own people. They understand your customers, your tone, your goals—and that can make a big difference in the long run.
8. Control
- SEO Company: You hand over the reins a bit. The agency runs most of the show, and you get updates. That’s good if you’re busy. Not so good if you’re a control freak.
- In-House SEO: You’re the boss. Every move goes through your team. You can change direction whenever you like. It’s all in your hands—for better or worse.
Read about What to Expect from Your SEO Agency
Pros and Cons of Hiring an SEO Company
Deciding to hire an SEO company can feel like a big decision. On the plus side you get access to expert knowledge, proven strategies and time saving solutions that will get your website ranking faster than going it alone. SEO companies are also on top of Googles ever changing algorithms so you don’t have to. On the flip side outsourcing SEO can be expensive and not all agencies deliver what they promise. And handing over control of your website’s optimisation means you have to trust someone else with your brand’s online growth. Weigh up the pros and cons and you’ll decide if working with an SEO company is right for your business.
Agency-managed SEO campaigns have been shown to generate higher ROI than in-house efforts, underscoring the effectiveness of agency expertise in driving results.
Here is a list of Pro’s and Con’s when you hire an SEO company:
Pros:
- They Know Their Stuff – SEO agencies are specialists. You’re getting a team that lives and breathes rankings, links, and algorithms.
- Top Tools Included – Agencies usually have all the fancy (and pricey) tools already. No need for you to buy them or learn how to use them.
- You Can Scale Fast – Need to push harder before a big launch? Or take a breather during the slow season? Agencies can adjust quickly.
- It Saves You Time – Let them handle the SEO grind while you stay focused on running your business.
- Fresh Eyes on the Problem – An outside team might spot things you’ve missed. New ideas. Different angles. Could be just what you need.
- Less Tech Headaches – SEO can get technical. Giving it to the pros means you don’t have to get tangled in the messy bits.
Cons:
- Not Cheap – Agencies can get pricey—especially if you’re a smaller business trying to watch every cent.
- They Don’t Know Your Brand Like You Do – Even the best agency still needs time to “get” your voice, values, and audience.
- Things Can Get Lost in Translation – Working with an external team means more back-and-forth. And sometimes, wires get crossed.
- You’re Not Fully in Control – Day-to-day decisions might be out of your hands unless you stay closely involved.
- Results Can Vary – Not all agencies are created equal. If you don’t choose carefully, you might be disappointed.
- You’re Relying on Outsiders – If they drop the ball—or drop you—your SEO takes the hit
Read about how to Make SEO a Core Part of Your Marketing Strategy
Pros and Cons of In-House SEO
Managing SEO in-house gives you full control over your strategy and lets your team tailor efforts to your brand. It can save money long-term, but it also demands time, expertise, and constant learning to keep up with changing algorithms. Weighing the benefits and challenges helps decide if in-house SEO is right for your business.
Here is a list of Pro’s and Con’s to keep your SEO In-House
Pros:
- They really get your brand – Nobody knows your business like your own team. They get the voice, the vibe, and what makes your customers tick. That kinda inside knowledge shows in every SEO move.
- Fast communication – Need something fixed or changed? Just pop over and chat. No waiting around for email replies or calls.
- You’re in the driver’s seat – This is a great pro! You as the business owner calls the shots. You decide the plan, the goals, and how SEO fits with everything else. You’re in control.
- Teamwork just works – When SEO people work right next to your content and marketing folks, everything clicks. No awkward handoffs.
- Fully tailored strategy – No cookie-cutter stuff here. Every step is built just for your business and what you need.
- Playing the long game – Your team’s around for the long haul, thinking about steady growth—not just quick wins.
Cons:
- Less fancy tools – Agencies usually have all the cool SEO gadgets. Your team might have to make do with less.
- Can cost more than you think – Between salaries, training, and tools, it might actually cost more than hiring an agency.
- Skill gaps happen – Maybe your team’s great with content but lacks tech SEO or link-building skills. It’s tough to be perfect at everything.
- Overworked teams = weaker SEO – If your marketing folks are juggling a million things, SEO can end up at the bottom of their to-do list.
- Hard to scale fast – Want to grow your SEO team quickly? Hiring takes time—and time is something you might not have.
- Losing staff hurts – If your SEO lead bounces, you could lose momentum and a ton of know-how with them.
So, What’s the Best SEO Setup for Your Business?
Honestly? It depends. We’ve seen it go both ways. There’s no “one-size-fits-all” answer here—it’s all about what you’ve got to work with: budget, people, time, goals.
Going with an SEO Agency
If you’re after speed, experience, and don’t feel like building a full team from the ground up, this route makes a lot of sense. You get a crew that knows what they’re doing, right away. Less training. Less guesswork. More action. Your internal team gets to breathe and focus on their actual jobs while the heavy lifting gets handled by pros.
Building an In-House Team
This one’s for the bigger players. Got the resources to hire, train, manage, and retain talent? Then yep, in-house might be the way. Especially if long-term brand voice, tighter control, and deep integration into your team matter most. It’s slower to build—but once it’s running, it’s yours. Full control.
Or… Why Not Both? (Hybrid Approach)
Here’s the real talk: you don’t have to pick a side. Loads of businesses are mixing it up—and it’s working.
You can run a lean in-house SEO setup for the everyday stuff. Content direction. Strategy. Keeping the brand voice tight. Then, pull in an agency when things get technical. Link building? Big site migration? Major campaigns?
Let the agency jump in and do their thing.
It’s like having a home team—and a pit crew on standby. You stay in control, but get that extra firepower when it counts. Best of both. And honestly? It’s how we’d do it too.
What does the money say?
According to Revved, putting together an in-house SEO team, even if it’s just one specialist, can cost a business around $138,000 in the first year when you factor in salary, benefits, overhead, and onboarding. By comparison, hiring an SEO agency for the same level of expertise usually comes in lower—around $84,000 per year—making it a more cost-effective option for many businesses.
Here’s how the hybrid approach works:
- In-House SEO Team: Your team handles the daily stuff. They plan ahead, write content, and keep SEO true to your brand. They watch traffic and work with marketing and sales.
- SEO Company: Need help with the tough stuff? Like technical fixes or tricky link-building? That’s when you call the pros. Agencies jump in when things get busy or complicated.
The hybrid approach gives you the best of both worlds. You get flexibility, access to a wider range of skills and you stay in control of your brand’s voice and goals without fully committing to just an agency or only an in-house team.
FAQ Section:
What’s the difference between in-house SEO and SEO companies?
In-house SEO is your own team doing the work. SEO companies are outside experts you hire. In-house folks know your brand well. Agencies bring fresh ideas and special skills.
How do I know if I need an SEO company or an in-house team?
It depends on what you need. Got resources to build a team and want long term control? Go in-house. Need special skills or don’t have the bandwidth? An agency’s a good call. Or just mix and match with a hybrid setup.
Can in-house teams and SEO companies work together?
Absolutely! The in-house crew handles daily SEO and brand stuff, while agencies jump in for technical challenges or scaling up. Together they make a strong flexible team.
Is hiring an SEO company cheaper than building an in-house team?
Usually yes — at least at first. Agencies don’t have the overhead of salaries and training. But if SEO’s a long term game for you, having your own team can pay off in the long run.
What do SEO companies usually do?
They do technical SEO, keyword research, link building, content creation, audits and keep your site optimized for search engines. Plus they watch performance and tweak things as needed.
Can I do SEO myself without a team or agency?
You can, especially if you’re small or just starting out. But SEO takes time and know-how — both technical stuff and creative writing. If you’re up for learning, go for it. Otherwise getting help might save you headaches.
How long before you see SEO results?
SEO takes time—no quick wins here. Usually, you’ll start seeing results in 3 to 6 months. It depends on your industry, how good your content is, your keywords, and how healthy your site is. Whether you have an in-house team or use an agency, it takes a bit to get going.
Should I pick an SEO company that knows my industry?
It helps! They’ll already know your audience, competitors and challenges. But lots of agencies work across industries and still do a great job.
Conclusion
Choosing between an SEO company and building your own in-house team isn’t always easy. It comes down to your business size, budget, goals and what expertise you’ve got or need. The hybrid approach gives you flexibility by combining the best of both worlds.
If you want some help figuring it out or want a custom SEO plan, just say hi. We’d love to chat and help you grow your online presence with a strategy that’s tailored to you.
