 SEO Bringing it In-House vs Outsourcing |  |
| | |  | Many organisations are now realising the importance of search marketing and are achieving excellent returns with lower investment (when compared to traditional media).
Yet there are other organisations that have a poor experience with search engine marketing. We often hear prospects saying that they are unhappy with their current vendor due to lack of customer service, strategic direction, high cost or lack of perceived value. As a result, many organisations are looking to bring search marketing in-house. |  |
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| | Introduction | | There are plenty of organisations that have a poor experience with search engine marketing. We often hear prospects saying that they are unhappy with their current vendor due to lack of customer service, strategic direction, high cost or lack of perceived value. As a result, many organisations are looking to bring search marketing in-house. |
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| | Is bringing B2B search engine marketing in-house a good thing? We look at the Pros and Cons | Contrary to popular belief, search engine marketing is not something that you just do. It involves more than just tactical implementation.
Search engine marketing means planning; developing strategies; getting the buy-in from management and other company departments; forming partnerships; developing on-going training; understanding users and search engine algorithms.
Search engine marketers should have three core skills:
So you see, search engine marketing is not for your average marketing person.
Bringing search engine marketing in-house is inevitable and, for that reason alone, it is a good enough reason to bring it in-house. In fact, according to a 2005 survey by Jupiter Media and WebSourced, 54% of companies handle their PPC management and SEO internally. |
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| | Reasons for bringing search engine marketing in-house or keeping it in-house | | 1. |  Budget
good search engine marketing does not come cheap. If your company is on a tight budget then having search marketing in-house and training existing staff can help you with any budget constraints that your marketing team may have.
| | 2. | You already have a dedicated IT team that can make any necessary technical modifications and upload new content quickly.
| | 3. | Fundamentals
you can train staff with fundamental SEO skills that will allow your company to plan an online strategy and implement necessary changes as required.
| | 4. | You already have a Search engine marketing manager/ team leader who can manage the programme and work with all necessary departments including management, IT, sales and marketing.
| | 5. | Time/Focus
you have the time to focus on an effective search engine marketing strategy and give it the necessary attention that it needs to flourish. This means understanding that organic results take time and that changes made today may not provide value until weeks possibly months down the road. Time also means that you have the available time for on-going training of staff with SEO and PPC practices as the search engine marketing industry changes on a regular basis.
| | 6. | Flexibility
if your company and marketing department is able to adapt to new technologies and to such changes as search engine algorithms, then you should consider keeping or moving your search engine marketing campaign in-house.
| | 7. | You have the Proper Skill Sets
if your company currently has the necessary skill sets in place you may be better served to perform all of your search engine marketing in-house. |
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| | Reasons why it is sometimes better to outsource Search Engine Marketing | | 1. | Expertise
a good search engine marketing company can provide high end search engine preferred (white-hat) recommendations to bolster your online marketing campaign.
| | 2. | Dedicated Resources
managing a successful paid and organic SEO campaign takes a dedicated staff to keep on top of latest developments and creation of strategies.
| | 3. | Training
a good search engine marketing company should be able to provide you with the tools and knowledge that your team needs to eventually take all of your SEO in-house.
| | 4. | Save Time
many organisations simply do not have the time to effectively manage their SEO and PPC. If this is the case, bringing in a search engine marketing company who can consult with or who can help implement changes can free up time with your online marketing team.
| | 5. | Time/Focus
you have the time to focus on an effective search engine marketing strategy and give it the necessary attention that it needs to flourish. This means understanding that organic results take time and that changes made today may not provide value until weeks possibly months down the road. Time also means that you have the available time for on-going training of staff with SEO and PPC practices as the search engine marketing industry changes on a regular basis. |
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| | Conclusions – three options | | 1. | Bring Search Marketing In-House
| | 2. | Outsource Search Marketing to a Qualified Vendor
| | 3. | Combo Option where the majority of search marketing is done in-house with the assistance of a search marketing firm for higher strategic direction.
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The ideal scenario for many organisations may be the third option until your in-house team becomes educated to a point where your search engine marketing campaign can be brought entirely in-house. |
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| | For personal attention, contact one of our direct marketing experts to help you make the best decision to meet your Search Engine Marketing Challenge.
by Phone:
01256 853 040
by eMail:
Sales sales@emarket2.com
General Info: info@emarket2.com |
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