Deciding to transition from in-house SEO to an SEO agency is a big step for any business. In fact studies have shown that outsourced SEO campaigns managed by an agency are reported to generate 3x higher ROI than in-house efforts. While handling SEO in-house gives you full control and deeper knowledge of your brand, an SEO agency can bring fresh perspectives, loads of expertise and scalable strategies.
Understanding the reasons for this shift, the challenges you’ll face and the steps for a smooth transition can make the process much easier.
In this post we’ll look at what it means to transition from managing SEO in-house to working with an SEO agency, the reasons for the shift, the challenges to expect and how to make the transition work.
What Does Transitioning from In-House SEO to an SEO Agency Involve?
In-house SEO refers to an internal team focused on optimising the website and digital presence of a single company. They know the brand, the products and the audience so their strategies are highly bespoke. But managing SEO in-house can be time consuming especially when businesses grow or when new expertise is needed.
An SEO agency is a team of specialists that work with multiple clients from various industries. They have expertise across multiple SEO disciplines, access to a wider range of tools and are adept at managing large scale strategies for multiple businesses.
This means businesses have to let go of some internal control and trust an external team with their digital marketing efforts. But it can be worth it if done right.
Reasons to Move to an SEO Agency
Access to Specialised Expertise: SEO agencies have a pool of specialists that excel in different areas like on-page SEO, link building, technical SEO and content marketing. So businesses get access to higher expertise than an in-house team.
Scalability: Agencies have the resources to scale SEO efforts quickly and efficiently which is ideal for businesses looking to grow their online presence.
Cutting Edge Tools & Technology: SEO agencies invest in the latest tools so you get access to high quality technology for tracking, reporting and optimising your SEO strategies.
Fresh Perspectives: Working with an agency gives you an outsider’s view of your website and SEO strategy which often results in new and innovative ideas and solutions.
Time Management: Agencies can take the pressure off your in-house team by handling the bulk of the SEO work so internal resources can be used for other important tasks.
ROI: By working with an experienced agency businesses often see an improved return on investment as agencies can optimise campaigns more effectively using proven strategies.
Industry Insights: Agencies work with multiple clients across industries and can apply learnings from other projects to your business. Teams with cognitive diversity (differences in thought, values, and personalities) are linked to up to a 20% enhancement in team innovation.
Reporting and Transparency: Agencies often provide detailed, regular reports so you can track the success of your campaigns and get data driven insights.
Flexibility: SEO agencies can adapt quickly to changing market conditions so your strategy can evolve as needed.
Focus on Core Business: With an SEO agency handling your digital marketing needs your team can focus more on core business activities like product development and customer relations.
Read more about what to expect from an SEO Agency.
Challenges When Transitioning to an SEO Agency
- Loss of Control: One of the biggest challenges is handing over control of SEO to an external team which can cause some initial anxiety about how decisions are made.
- Communication Gaps: Clear communication with your agency is key. Misunderstandings or lack of clarity can delay progress or misaligned goals.
- Different Working Styles: Your in-house team is used to your company’s working style. Adapting to an external agency’s processes and timelines can take some getting used to.
- Aligning Goals and Expectations: Ensuring the agency understands your company’s vision, target audience and specific goals can be a challenge especially when they work with multiple clients.
- Knowledge Transfer: Your in-house team has valuable knowledge about your company’s SEO history. Ensuring the agency has all the necessary information to hit the ground running can be a challenge.
- Transition Period: Switching from in-house SEO to an agency means your campaigns may go through a transition period before results improve.
- Consistent Results: Monitoring and maintaining consistent performance from an agency especially in the early stages requires patience and thorough oversight.
- Understanding the Agency’s Reporting: You may have to get used to a new reporting structure. Learning to interpret the agency’s reports effectively will be crucial.
- Budget Constraints: Agencies may have different pricing models. Businesses need to agree on budget expectations and scope of work.
- Internal Resistance: Employees may resist the change especially if they feel their roles are being replaced. Addressing concerns and showing the value of outsourcing SEO can help with the transition.
10 Steps for a Smooth Transition
Moving from in-house SEO to an SEO agency requires a change of mindset and skillset.
Here are 10 steps to make the transition as smooth as possible:
1. Review Your Current SEO Strategy
Before the transition review the SEO strategy your in-house team has put in place. This will give both your business and the SEO agency a clear starting point to work together. It will help the agency understand what’s working and what needs to be improved.
Work with your in-house team to document key aspects of your SEO strategy including keywords, content strategies, technical SEO and link building. Share analytics, performance reports and goals with the agency so they have a complete picture.
2. Define Clear Goals and Expectations
Moving to an agency means new relationships and it’s important to set clear expectations from the start. Understand what you want to achieve with the SEO agency’s support—whether it’s rankings, traffic or conversions.
Meet with the SEO agency and define short-term and long-term goals for the SEO campaigns. Set KPIs (key performance indicators) that will be tracked over time so everyone is aligned on expectations.
3. Maintain Open Communication Channels
In-house teams work closely together but with an agency communication will need to be managed to ensure smooth collaboration. Establishing clear channels of communication is key to prevent misunderstandings and delays.
Set up regular check-ins or status meetings with the agency. Tools like Slack, email or project management platforms (e.g. Trello, Asana) can help with communication. Be transparent about any changes in the business that may impact SEO.
Give the SEO agency access to your website’s analytics, Google Search Console and any tools you’ve used for SEO. Share insights about your target audience, business goals and competitive landscape.
4. Share Key Data and Insights
The agency will need to understand your current data—everything from Google Analytics reports to search rankings and past performance. Sharing key insights ensures that the agency doesn’t duplicate efforts or overlook critical historical data.
Provide the SEO agency with access to your website’s analytics, Google Search Console, and any tools you’ve used for SEO. Share insights about your target audience, business goals, and competitive landscape.
5. Involve Your In-House Team in the Transition
Your in-house SEO team will still be important during the transition period even though you’re now working with an agency. They need to be involved in the process to ensure SEO efforts are aligned with the business’s overall strategy.
Get your in-house team on board and understand the role of the SEO agency. They should act as a bridge between the business and the agency, providing any necessary context and continuity.
6. Set Clear Reporting Guidelines
One of the biggest differences when moving to an SEO agency is the change in reporting. Your in-house team may have had a specific way of reporting results but the agency will have their own reporting systems.
Work with the agency to determine the frequency, format and content of reports. Poor reporting kills more client relationships than poor performance, contributing to an average annual client churn rate of 15–25% for marketing agencies. Make sure the agency’s reports align with your business’s priorities and that they’re providing clear data on SEO performance and ROI.
7. Align on Budget and Resources
When moving to an agency you need to agree on budget expectations. SEO agencies have different pricing models and the scope of work can vary based on the services you need.
Discuss your SEO budget and align it with the agency’s offerings. Define which aspects of SEO (content, technical optimization, link building etc.) are prioritized based on your business goals.
8. Be Ready for Changes in SEO Strategy
The agency may recommend changes to the SEO strategy based on their expertise and knowledge of the industry. They may suggest new tactics or discontinue strategies that weren’t working.
Be open to the agency’s recommendations especially if they bring new ideas. Work together to refine strategies as needed and trust the agency to guide your SEO efforts in the right direction.
9. Build a Collaborative Partnership
Treat the agency as a strategic partner not just a vendor. Collaborate by involving them in regular strategic discussions and updates.
Share insights, updates and feedback with the agency so they can continually optimise their approach.
10. Monitor and Adjust as Needed
After the transition don’t just “set and forget” the SEO strategy. Continue to monitor the performance and adjust as needed to achieve the desired results.
Review the agency’s reports, assess the progress of the SEO campaigns and adjust the strategy as needed. Schedule quarterly or bi-annual reviews with the agency to ensure the partnership is on track and the SEO strategy is delivering value.
FAQ Section
Why should I move from an in-house SEO team to an SEO agency?
Moving to an SEO agency can give you access to specialist expertise, scalable strategies and the latest tools. It also allows your in-house team to focus on core business activities while the agency handles the SEO.
How do I know if an SEO agency is right for my business?
Look for an agency with experience in your industry, a proven track record and transparent communication. Ask for case studies or references to see their work.
How do I ensure the SEO agency understands my business goals?
Set clear expectations from the start. Provide as much information as possible about your business, goals and target audience. Regular meetings and ongoing communication will help align both parties.
Will SEO results improve straight away after moving to an agency?
Not necessarily. The agency will need time to get to know your business and optimise strategies. Expect an adaptation period before you see significant results.
How do I handle internal resistance to the transition?
Address concerns by explaining the benefits of outsourcing SEO, such as specialist expertise and scalability. Show how the agency’s work will complement your in-house team’s efforts rather than replace them.
Conclusion
Moving from an in-house SEO team to an SEO agency can be a game changer for your business. By understanding the reasons for the move, the challenges and following a structured approach you can ensure a smooth handover and continued SEO success. Remember this is a partnership and clear communication, aligned goals and trust are key to delivering the best results for
