What is SEO Outsourcing?
Similar to other outsourcing process like IT, SEO outsourcing is the process of hiring an external SEO agency or specialist to manage all or part of a website’s Search Engine Optimization (SEO) strategy and implementation. This approach enables businesses to leverage specialized expertise to improve their online visibility, attract more organic traffic, and achieve higher search engine rankings, conversion without having to expand their in-house teams.
Most SEO companies provide a range of services, allowing businesses to select options that best fit their needs, budget, and existing content marketing and web development capabilities.
Companies of all sizes choose to outsource SEO, from large enterprises to small businesses to nonprofits. Outsourcing SEO allows businesses to access the skills and resources they need without investing in expensive in-house SEO teams or tools.
Kate Churkina, Content Marketer at Semrush
SEO Outsourcing Value Proposition:
For many businesses, managing SEO in-house can be akin to learning a new language while running a marathon. It’s complex, it’s time-consuming, and it requires a great deal of expertise. SEO is a multifaceted challenge; it demands careful attention to changing search engine guidelines, content creation, data analysis, and website performance tweaks.
Perhaps you’ve noticed that your website isn’t showing up in Google searches as often as you’d like, or your online sales pipeline isn’t as robust as it was. Maybe the thought of ‘meta tags’ and ‘backlink profiles’ sends a shiver down your spine — if these terms even sound vaguely familiar. Thence comes the appeal of SEO outsourcing.
Outsourcing your SEO work to a dedicated professional or agency can achieve multiple objectives:
- It grants you access to specialized expertise and sophisticated, often proprietary, SEO tools.
- It relieves your team from the pressure of staying up to date with Google’s latest algorithm changes.
- It allows you to deploy your internal resources where they are most effective: running your business.
The end goal is to improve your website’s visibility on Google and other search engines. A well-ranked website garners more clicks, and more clicks can translate to more customers.
SEO Outsourcing by the Numbers:
Statistics have shown that the top Google search result gets 31.7% of all clicks, while results on the second page receive only .78% of clicks. This dramatic drop-off highlights the importance of ranking well. Quality SEO work can propel your site up the ranks, placing your business in front of more eyes.
SEO Outsourcing Cost-Benefit
Of course, there’s the investment to consider. Outsourcing SEO isn’t an insignificant expense. However, it’s vital to weigh this against the potential revenue generated from increased website traffic and the savings in time and internal resources.
Before making the decision, it’s essential to evaluate the potential return on investment (ROI) that professional SEO outsourcing services could bring to your business. According to a recent study, businesses that prioritize SEO are 13 times more likely to see a positive ROI.
Types of SEO Services You Can Outsource:
Outsourcing your SEO efforts can encompass a variety of services, each targeting different aspects of your online presence to improve your website’s visibility, ranking, and traffic. Based on the requirement, here are some key types of SEO services you might consider outsourcing:
On-Page SEO: This involves refining the visible elements of your website, from blog content to images, to appeal to search engines and users alike.
Keyword Research: Finding the right search terms used by your potential clients ensures your web content aligns well with their needs, improving your site’s relevance and search engine performance.
Content Creation: Original, engaging, and valuable content is a cornerstone of a successful website. This service focuses on fashioning such content that not only meets your audience’s needs but also adheres to SEO guidelines.
Link Building: This is about securing high-quality hyperlinks from other sites to boost your website’s credibility and search engine rankings.
Technical SEO: This service optimizes your site’s underlying structure to enhance its performance, giving it a competitive edge in search engine results.
Local SEO: If you run a location-based business, local SEO outsourcing can optimize your online footprint for local search results and connect you with nearby customers more effectively.
How it works involves a few key steps:
Outsourcing your SEO tasks involves a few straightforward steps, designed to ensure that you find the right partner for your needs and that the process supports your business’s growth online. Let’s break down these steps into manageable parts:
- Define Your Goals
The first step is to be clear about what you hope to achieve with SEO. Whether it’s increasing website traffic, boosting sales, or improving your site’s ranking for particular search terms, having clear goals will guide the selection of an SEO partner who can best meet your needs.
It’s about understanding where you want to go so you can find the right guide to take you there. - Research Potential SEO Partners
Once your goals are set, the next step is to look for SEO service providers with the skills and experience to help you meet them.
Look for agencies or consultants with a proven track record in your industry or with specific SEO services you need. Check out reviews, case studies, and, if possible, speak to their current or previous clients.
This step is all about doing your homework to ensure you team up with a provider that’s aligned with your goals and business ethics. - Review Proposals and Services
After reaching out to potential partners, they’ll likely provide you with a proposal outlining how they can help you, the strategies they suggest, and the costs involved. Review these proposals carefully.
It’s best to choose a partner that not only fits your budget but also clearly understands your business goals and has a solid plan to achieve them.
This is where you decide who has the tools and knowledge that resonate with your vision. - Set Up a Kick-off Meeting
With an SEO partner selected, the next step is to have a kick-off meeting. This is an opportunity to align on goals, set expectations, and establish communication channels and reporting frequency.
It’s about laying the groundwork for a successful partnership, ensuring both you and your SEO partner are on the same page from the start. - Implement the Strategy
Now, it’s time for your SEO partner to get to work. Implementation might involve on-site optimization, content creation, link building, or technical changes to your website.
A good partner will keep you informed of progress and changes made, ensuring transparency throughout the process. This step is where the plans turn into action, aiming to move the needle towards your goals. - Monitor and Adjust
Effective SEO is not a set-it-and-forget-it type of strategy. It requires monitoring and adjustments based on performance data. Your SEO partner should provide you with regular updates and reports on the campaign’s progress.
These insights will allow you to see what’s working and where adjustments might be needed, ensuring that your SEO efforts remain aligned with your business objectives and continue to drive the desired results.
Should You Consider Outsourcing Your SEO?
Yes, businesses should indeed consider outsourcing their SEO, given the significant advantages it offers. Here are some thoughtful and concrete reasons to consider:
Access to Expertise: Outsourcing SEO gives you access to a team of seasoned professionals who fully understand SEO best practices, keep up to speed with the latest industry trends, and adapt to algorithm changes.
Flexibility: Especially beneficial for digital agencies without in-house SEO expertise, outsourcing allows you to quickly scale your services up or down, depending on current business needs and budget.
Cost Savings: Outsourcing can be a more economical solution compared to hiring full-time staff, especially when you consider benefits, ongoing training, and other costs associated with permanent employees.
Keeping Up with SEO Trends: SEO is a rapidly changing field. An outsourced SEO agency, whose primary job is to stay current with the latest trends and algorithm changes, will ensure your SEO strategy is always up to date.
Focus on Core Business Functions: By outsourcing your SEO, your in-house team can focus more on your core business operations. This allows you to invest more time and resources into areas where you excel.
Choosing Your SEO Partner: Consultants or Agencies?
Hiring an SEO Consultant
An SEO consultant is like a personal coach for your website. They have a hands-on approach and can give you undivided attention.
Pros:
Personalized Service: Consultants often offer detailed attention and a customized plan.
Flexibility: With fewer clients, they might be more adaptable to your schedule and feedback.
Direct Communication: You’re likely talking straight to the person handling your SEO, so questions and changes can be managed quickly.
Cons:
Resource Limitations: One person can only do so much, potentially limiting the speed and scope of what can be achieved.
Varied Expertise: While consultants may excel in strategy, they might lack in other areas, like design or technical SEO.
Ideal For: Small businesses or those with specific, clear-cut SEO needs that can be managed by a single expert.
Partnering with an SEO Agency
An SEO company operates with a full team, each member specializing in different facets of SEO.
Pros:
Broad Skill Set: A diverse team means a wide range of skills, covering every SEO angle.
Scalability: A company can handle growth spurts in your SEO needs without skipping a beat.
Tools and Resources: Companies often have access to advanced tools and resources for detailed analytics and strategy.
Cons:
Cost: With more resources comes higher costs. SEO companies can be a significant investment.
Standardization: Their services might not be as personalized, and the process may be more rigid.
Ideal For: Larger businesses or those with comprehensive, multi-faceted SEO needs that require a team’s effort.
In conclusion, the ultimate goal of SEO outsourcing is not just about improving rankings but driving quality traffic to your site that converts. With the right SEO strategies in place, your business stands to not only increase its online footprint but also enhance the overall user experience for your customers, leading to higher satisfaction and conversion rates.
Choosing to outsource your SEO can be a strategic move towards achieving sustainable growth in the online space, driving more relevant traffic to your site, and ultimately, contributing to your business’s bottom line. The key to success lies in selecting the right SEO partner who understands your business objectives and can offer solutions that align with your goals.