When it comes to SEO, the cornerstone of online visibility and long-term growth, businesses often face a critical decision: should they hire an in-house SEO specialist or partner with an SEO agency? Each approach has its merits but the choice you make can significantly impact your results – and your bottom line.
In this blog, we’ll explore the realities of in-house SEO versus partnering with an agency, uncover the hidden challenges and help you make an informed decision that aligns with your business’s growth goals.
Why SEO is essential for business growth
SEO isn’t just a marketing tactic; it’s a strategy for sustainable growth. By improving your website’s visibility in search results, SEO drives high-quality traffic, generates leads and builds your authority in the marketplace.
But succeeding in SEO isn’t easy. With Google implementing over 4,500 algorithm updates annually and integrating AI tools that reshape search behaviours, the SEO landscape is constantly evolving. Staying competitive requires more than basic optimisation – it demands adaptability, expertise and a strategic approach tailored to your business goals.
The reality of in-house SEO: What are you trying to replace?
Effective SEO is far more than optimising a few keywords or tweaking a website – it’s a highly specialised, multi-disciplinary field that requires deep expertise in several interconnected areas. To execute a successful SEO strategy, you’re essentially trying to replace an entire team of experts with one person – a challenge that can be both unrealistic and costly.
Here’s what a comprehensive SEO strategy involves:
- 1. Strategic SEO:This is the backbone of your efforts, requiring a high-level strategist who can develop long-term, growth-aligned plans. They must perform in-depth competitor analysis, uncover market trends and identify the specific opportunities that will drive measurable business outcomes.
- 2. Technical SEO: A technically optimised website isn’t optional – it’s essential. This role demands expertise in site architecture, crawl budgets, schema markup and addressing advanced issues like duplicate content, mobile optimisation and Core Web Vitals. These aren’t skills you can learn overnight and keeping pace with constant changes is a full-time job in itself.
- 3. Content creation and execution: Crafting SEO-optimised content requires more than writing ability – it demands a blend of creativity, audience insight and keyword research. A strong content strategist must create content that ranks well, engages readers at every stage of the buyer journey and that drives conversions.
- 4. Visual strategy and execution: SEO isn’t just about words; visuals play a critical role in modern search strategies. From designing infographics and images to producing video content, you need someone who can marry creative design with search optimisation principles.
- 5. Conversion rate optimisation (CRO): SEO success isn’t measured solely by traffic – it’s about what happens after visitors land on your site. This role demands analytical expertise to optimise page layouts, calls to action and user flows that turn clicks into tangible results.
- 6. Ongoing content strategy: SEO is never “done.” Maintaining a competitive edge means staying ahead of market trends, adapting to algorithm updates and continuously analysing what’s working and what is not. This requires someone who can identify new opportunities and refine your approach on an ongoing basis.
Finding a single individual with expertise across these disciplines is like finding the proverbial unicorn – and we should know. It can take Growth Partners up to 18 months to find an experienced Senior Growth Strategist who knows how to drive business growth to join our skilled and talented team.
SEO is no longer the domain of generalists; it’s a specialised field that requires a collaborative team of experts, each bringing unique skills to the table. Attempting to hire for this in-house means either overloading one person with unrealistic expectations or building a costly team that will require six-figure investments.
By contrast, agencies like Growth Partners provide instant access to a full spectrum of SEO expertise, combined with advanced tools and scalable strategies that are unattainable for most in-house setups.
The hidden costs: tools of the trade
Even if you manage to hire someone with a broad enough skill set, they’ll still need access to a suite of professional tools to do their job effectively. These tools aren’t optional; they’re essential for delivering results and staying competitive.
Here’s a look at some of the tools required and their associated conservative costs:
| Tool | Category | Purpose |
|---|---|
| Search term research tools | Identify high-performing search terms, questions potential customers ask at different stages of the buyer journey and associated topics |
| Technical SEO platforms | Audit site health, fix errors and monitor performance |
| Content optimisation tools | Enhance content relevance and readability |
| Link-building platforms | Discover opportunities and monitor backlinks |
| Analytics tools | Track performance and user behaviour |
| Visual content tools | Create graphics, infographics and videos |
| Conversion rate optimisation (CRO) platforms | Optimise website layouts and user flows |
When combined, these tools alone can cost anywhere from AUD$21,000– up to hundreds of thousands annually – and that’s before factoring in salaries, training or other operational expenses. For most businesses, this is a significant recurring expense that adds to the already high costs of building an in-house SEO team.
By partnering with an agency like Growth Partners, you gain access to these essential tools without incurring the substantial costs associated with individual subscriptions. This not only provides financial savings but also ensures that your SEO strategy is supported by a comprehensive suite of professional-grade resources.
In-house vs agency: a comparison
Given the complexity and cost of managing a comprehensive SEO strategy, it’s essential to weigh the realities of hiring in-house against partnering with an agency. Each approach comes with its own set of benefits and challenges but the right choice depends on your business’s goals, resources and ability to adapt to the ever-changing SEO landscape.
Here’s how the two options compare:
In-house SEO specialists
High fixed costs: Salaries, benefits and the annual expense of tools and training make this a significant financial commitment.
Skill limitations: Expecting one person to handle the breadth of SEO disciplines – strategic, technical, creative and analytical – is often unrealistic.
Scalability challenges: As your business grows, your SEO needs will evolve, often requiring additional hires or external support, further driving up costs.
Partnering with an SEO agency
Access to a team of experts: Agencies bring together specialists in all areas of SEO, ensuring no gaps in expertise.
Cost efficiency: Instead of shouldering the high costs of salaries and tools, you pay a single fee for a comprehensive service package.
Adaptability and scalability: Agencies can adjust their efforts to match your business’s growth and changing needs without the delays or costs of hiring new staff.
| Category | In-House SEO Team (2-person - AUD$) | Partnering with a premium partner |
|---|---|---|
| Strategic and technical SEO expert | A senior SEO specialist will cost $150,000 - $180,000 | Included in service package |
| SEO execution specialist | $75,000 - $90,000 | Included |
| Content creation (writers) | $90,000+ annually for skilled writers | Included |
| Recruitment costs | $13,500 - $22,500+ per hire (ongoing) | None required |
| Training and development | Ongoing costs to keep team up to date plus time out to attend training | Included |
| SEO tools and software | $21,000 - $100,00+ annually | Included |
| Overheads (office, equipment) | $18,000–$25,000 annually | None required |
| Scalability | Limited, requires additional hires | Built-in flexibility to scale up or down |
| Risk of downtime (sick days, turnover) | High | None |
| Cost efficiency (approx) | $349,000 - $438,500+ annually | Tailored packages at a fraction of the cost |
Partnering with an SEO agency
It’s natural to wonder if hiring internally could save money or provide more control. However, these common objections often overlook key challenges:
“Can’t we just hire a digital marketing manager to handle this?”
SEO is highly specialised and requires deep technical, strategic and creative expertise. A generalist simply won’t have the capacity to excel in all areas.
“Outsourcing is too expensive.”
While the upfront costs of an agency might seem significant, they’re often lower than the combined costs of salaries, tools and training for an in-house team. Plus, agencies deliver results faster, increasing ROI.
“We’ll lose control over our strategy.”
Partnering with the right agency means collaborating on a tailored strategy that aligns with your goals – not handing over control. In fact, having an additional team focused on business growth – true growth partners – can enhance overall effectiveness by providing valuable strategic direction. This external expertise not only drives results but also complements and amplifies your internal marketing efforts, ensuring that every initiative contributes to your long-term success.
Why Growth Partners is the ideal SEO agency
Growth Partners isn’t just an SEO agency; we’re your strategic partner in achieving sustainable growth. Our approach goes beyond campaigns, offering:
- Proven frameworks: Predictive ROI modelling to forecast long-term results.
- Expertise in adaptation: A team that stays ahead of Google algorithm changes and search trends.
- Scalability: Services tailored to meet your evolving business needs.
- Real-world success: Case studies and testimonials showcasing measurable results from our Revenue Accelerator Programme.
Take the next step
Choosing between in-house SEO and partnering with an agency is a pivotal decision for your business. While in-house options might seem appealing, the costs, complexity and limitations often outweigh the benefits. Growth Partners offers a scalable, results-driven alternative that delivers the expertise, tools and strategies needed to grow your business.
Ready to transform your SEO strategy?
Book a free growth assessment today to discover how Growth Partners can help you achieve measurable, scalable results.