Deciding how to manage your Search Engine Optimization is one of the biggest marketing crossroads a business will face. Do you build a team of your own experts, or do you partner with a specialized agency? This is the core of the in house vs outsourced SEO debate. The right answer depends entirely on your budget, goals, team, and timeline.
This guide breaks down everything you need to know to make an informed decision, comparing costs, pros, and cons to help you choose the path that will drive the most growth for your business.
What is In House SEO?
In house SEO means you manage all of your search engine optimization activities using your own employees and internal resources. This typically involves hiring a dedicated SEO specialist or building out a small team to handle everything from keyword research and content creation to technical site audits and link building.
Because they are part of your company, your in house team develops a deep, firsthand understanding of your brand, products, and customers. This can make communication and collaboration with other departments, like content or web development, feel seamless.
Advantages of In House SEO
- Total Control and Agility: You have direct oversight of your SEO strategy and can pivot quickly. Need to change priorities or react to a market shift? An internal team can adjust in real time without the communication layers of an external agency.
- Deep Brand Integration: In house SEOs live and breathe your company culture. This immersion ensures that all SEO activities are perfectly aligned with your brand voice and business goals.
- Knowledge Stays Within the Company: All the learnings, data, and strategic insights developed by your team remain company assets, building a long term internal competency.
- Dedicated Focus: Unlike an agency juggling multiple clients, your in house team is 100% focused on your website’s performance. This can lead to highly customized and passionate efforts.
Disadvantages of In House SEO
- High Cost: This is the biggest hurdle. The “fully loaded” cost of a single employee, including benefits, taxes, and overhead, is typically 1.3 to 1.5 times their base salary. This means one SEO specialist can easily cost your company over six figures annually.
- Limited Expertise: SEO is a multifaceted discipline. A small in house team may not have specialist level knowledge in every area, like technical SEO, content strategy, and link acquisition. In fact, companies with internal SEO are three times less likely to have a dedicated technical expert on staff compared to agencies.
- Talent and Training Burden: Hiring the right SEO talent is competitive and time consuming. Once hired, they require ongoing training (about 5 to 10% of their time) to keep up with constant algorithm changes, which is a cost you bear.
- Bandwidth and Scaling Issues: Internal teams can get stretched thin. Roughly half of in house SEO professionals juggle additional non SEO responsibilities. This can slow down progress. Scaling up efforts also requires a slow and expensive hiring process.
The Cost of In House SEO
The primary expense is salary. A mid level SEO specialist in the United States earns around $74,000 to $75,000 per year. Once you add benefits (which can add 30% on top of salary), taxes, office overhead, and software licenses, the true cost for one hire often exceeds $100,000 annually. You also have to purchase subscriptions for essential SEO tools, which can add an average of $800 per month to your budget.
What is Outsourced SEO?
Outsourced SEO is the practice of hiring an external agency, consultant, or freelancer to manage your search engine optimization. You delegate the work of improving your search rankings and driving organic traffic to a team of dedicated specialists.
Businesses choose this model to tap into expert knowledge, save time, and avoid the high overhead costs of hiring full time employees. You get access to a full team of experts for a single, predictable fee.
Advantages of Outsourced SEO
- Access to a Team of Experts: Instead of one generalist, you get a whole team of specialists: technical analysts, content writers, link builders, and strategists. This is a major reason why 65% of companies that outsource SEO do so to access deeper expertise.
- Cost Effectiveness: For many businesses, outsourcing is significantly cheaper than hiring internally. You get the output of an entire team for what can be less than the cost of one full time employee’s salary.
- Scalability and Speed: Agencies are built to scale. If you need to ramp up content production through programmatic SEO or react to an algorithm update, they can allocate more resources immediately. Agencies can scale SEO operations roughly three times faster than internal teams.
- Advanced Tools and Processes: Reputable agencies come equipped with enterprise grade SEO tools, and the cost is bundled into their fee. This can save you up to $1,200 per month on tool subscriptions alone. They also bring proven processes that can deliver results more quickly.
- Focus on Your Core Business: Outsourcing frees up you and your team to concentrate on what you do best, running your business, while the experts handle the complexities of SEO.
Disadvantages of Outsourced SEO
- Less Direct Control: When you hand over the reins, you naturally have less day to day control over tactics and execution. Building trust with your agency partner is key.
- Communication Can Be a Challenge: An agency won’t have the same built in understanding of your business as an employee. It requires an initial onboarding period and clear, consistent communication to keep them aligned with your goals.
- Risk of a Bad Partner: Not all agencies are created equal. Choosing a low quality provider can lead to poor results or, even worse, the use of risky “black hat” tactics that could harm your site.
- Brand Voice Learning Curve: External writers may need time and feedback to perfectly capture your brand’s unique tone and voice.
The Cost of Outsourced SEO
The cost of outsourcing SEO typically comes in the form of a monthly retainer. These fees can vary widely but often fall between $2,500 and $7,500 per month for a comprehensive campaign from a professional agency. This fee usually includes the expertise of a full team and access to all necessary software.
However, innovative models are making professional SEO more accessible. For instance, AI powered agencies like Rankai offer full service, done for you SEO programs, including creating 20+ pages per month, for a flat subscription around $499 per month.
In House vs Outsourced SEO: A Head to Head Comparison
The fundamental difference between in house vs outsourced SEO lies in who does the work and where they sit. In house offers deep integration and control, while outsourcing provides specialized expertise and scalability.
Here’s a quick comparison:
| Factor | In House SEO | Outsourced SEO |
|---|---|---|
| Cost Structure | High fixed cost (salaries, benefits) | Predictable variable cost (retainer) |
| Expertise | Limited to hires (often generalists) | Access to a full team of specialists |
| Speed & Scaling | Slow to hire and scale | Fast to ramp up or down |
| Control | Full, direct control | Less direct control, more trust based |
| Tools | You must purchase and manage | Included in the agency’s fee |
| Focus | 100% on your business | Shared across multiple clients |
Generally, outsourcing is more cost effective for small and mid sized businesses. Research shows that about 60% of small businesses find hiring an agency to be cheaper in the long run than building an in house team. A Statista study even found that hiring and training an internal team can increase long term costs by around 33% compared to paying agency retainers for the same work.
Key Factors in Your Decision
Choosing the right model requires looking at your specific situation. Here are the key factors that should guide your in house vs outsourced SEO decision.
Budget Considerations
Your budget is the most immediate factor. If you can’t support the $100,000+ annual cost of an in house professional, outsourcing is your most viable path. An agency converts a large, fixed payroll expense into a more manageable and flexible operational expense. For startups and SMBs, this is often a critical advantage. If you’re a Series A startup just getting started with SEO, experts usually recommend hiring an agency to get results faster without the heavy payroll commitment.
Project Scope
What do you actually need done? If your needs are narrow, like a one-time technical audit, a small batch of optimized content, or targeted link building services, outsourcing on a project basis is highly efficient. If your scope is broad and ongoing, requiring a wide range of skills (content, technical, link building), an agency’s multidisciplinary team can cover all bases more effectively than a single in house hire.
Resource and Expertise Requirements
Do an honest audit of your internal skills. Do you have anyone with proven SEO experience? Do you have writers and developers who can support SEO initiatives? If you have significant gaps, outsourcing fills them instantly. Remember, 72% of agencies provide expertise across 4 to 7 different SEO sub specialties, a breadth that is nearly impossible to replicate in a small internal team.
Team Bandwidth
Even if you have skilled people, do they have the time? SEO requires consistent, focused effort. If your team is already at capacity, adding SEO to their workload will likely lead to burnout and poor results. Outsourcing guarantees that a dedicated team is spending a set number of hours on your SEO every single month, ensuring steady momentum.
Industry or Niche Fit
In some highly technical or regulated niches, having an in house expert who deeply understands the subject matter can be a major advantage for creating credible content and building topical authority. However, many agencies specialize in specific verticals (e.g., SaaS, e commerce, legal). An agency with proven experience in your niche can often bring valuable insights and established playbooks that help you get ahead faster. An agency with industry specific expertise can boost campaign ROI by about 34%.
Software and Tool Requirements
Effective SEO requires a suite of professional SEO tools for keyword research, site auditing, and rank tracking. With an in house team, you bear the cost of these subscriptions. When you outsource, the agency’s tool stack is included in their fee, which can save you a significant amount on technology overhead.
Making Your Choice: A Decision Framework
To simplify your decision, ask yourself these questions:
- Budget: Can we realistically afford the $100k+ annual loaded cost of an in house hire, or is a predictable monthly retainer of a few thousand (or less) more feasible?
- Expertise: Do we need a wide range of SEO skills (technical, content, off page) right away, or can we get by with a generalist?
- Speed: How quickly do we need to see results? Are we willing to wait for an internal hire to ramp up, or do we need an experienced team to hit the ground running?
- Bandwidth: Does our current team have the capacity to dedicate consistent, focused time to SEO every week, or are they already stretched thin?
- Control: How important is it for us to have direct, hands on control over every aspect of our SEO, versus trusting an external partner to manage the process?
Your answers will point you toward the model that best fits your business. For many startups and SMBs lacking a big budget and in house expertise, the clear answer is to outsource. Exploring an affordable, results driven SEO program can be a great first step.
The Hybrid Model: Getting the Best of Both Worlds
You don’t have to choose one or the other. A hybrid SEO model combines an in house presence with external agency support. For example, you might have an in house SEO manager who sets the strategy and acts as the project lead, while outsourcing the heavy lifting of content creation and link building to an agency.
This approach is extremely popular with mid sized and large companies. In fact, one survey found that 66% of large enterprises felt a hybrid model offered the best scalability and results. It allows you to maintain strategic control while leveraging the specialized skills and bandwidth of an agency.
SEO Approach by Business Size
- Small Businesses & Startups: Outsourcing is almost always recommended. The cost of an in house hire is prohibitive, and an agency provides immediate expertise and execution. This is the fastest and most cost effective way to start generating organic traffic.
- Mid Sized Businesses: A hybrid model is often the sweet spot. At this stage, you may be able to afford an in house SEO coordinator or manager to own the strategy, while still relying on an agency for execution power, whether it’s producing content at scale or handling complex technical fixes.
- Large Enterprises: A strong in house team is common, as these companies have the budget and need for deep integration. However, they frequently use agencies for specialized projects (like a site migration), to bring in a fresh strategic perspective, or to supplement their team’s bandwidth.
Ultimately, the in house vs outsourced SEO decision is a strategic one. By weighing these factors, you can build an SEO engine that drives sustainable, long term growth for your business. If you’re looking for the expertise and velocity of an agency without the high price tag, check out how Rankai combines AI with human experts to deliver powerful results.
Frequently Asked Questions about In House vs Outsourced SEO
1. Which is better for a startup, in house or outsourced SEO?
For most startups, outsourced SEO is the better choice. It provides immediate access to expertise without the high fixed cost and long recruitment process of hiring an in house employee. An agency can start delivering results much faster, which is critical for early stage growth.
2. Is it cheaper to outsource SEO?
Generally, yes. For the cost of one mid level in house SEO specialist’s salary, you can often hire an agency that provides a full team of experts, including strategists, writers, and technical analysts, plus all the necessary software. About 60% of small businesses report that outsourcing is more cost effective.
3. What are the main risks of outsourcing SEO?
The biggest risks are choosing a low quality agency that underdelivers or uses harmful “black hat” tactics. To mitigate this, thoroughly vet potential agencies, check their case studies and reviews, and ensure they are transparent about their methods.
4. Can I switch from an agency to an in house team later?
Absolutely. Many companies start by outsourcing SEO to build initial momentum. As the company grows and revenue from the organic channel increases, they use that success to justify building an in house team. An agency can even help train your first in house hire before you transition.
5. What is the difference between an SEO agency and an SEO consultant?
An SEO agency typically offers a full suite of services with a team of specialists who execute the work for you. An SEO consultant is often a single expert who provides strategy, guidance, and training for you or your team to implement.
6. How does the in house vs outsourced SEO debate change with AI?
AI is changing the game for both models, including the rise of Google AI Overviews. For in house teams, AI tools can boost productivity. For outsourcing, AI powered agencies like Rankai can deliver a much higher volume of content and faster optimizations at a lower cost, making professional SEO accessible to more businesses.
7. What if I just need help with one part of SEO, like content?
This is a great use case for outsourcing. You can hire an agency or freelancers specifically for content creation or technical SEO audits. This is a key part of the hybrid model, where you handle some tasks in house and outsource others.
8. How long does it take to see results from outsourced SEO?
SEO is a long term strategy, whether in house or outsourced. Typically, you can expect to start seeing meaningful traction and positive results within 4 to 6 months (here’s how to tell if your SEO strategy is working), though this can vary based on your industry’s competitiveness and the state of your website.
