Managing SEO Long-Term: Is an Agency or In-House Team the Better Investment?

Search Engine Optimization (SEO) is a long game. It’s not about instant results but consistent growth, sustainability, and compounding returns over time. As your business grows, so does the complexity of your digital presence. This naturally raises a key question: should I hire an SEO agency or in-house? Which one offers better long-term value?

This guide will take a deep dive into both options—SEO agencies and in-house SEO teams—highlighting their pros, cons, costs, and when one may be a better investment over the other.

Why SEO Is a Long-Term Strategy

Before we get into whether to go in-house or hire an agency to manage SEO long term, it’s important to understand why SEO requires a long-term commitment:

• Algorithm changes: Google updates its algorithm hundreds of times a year. Long-term SEO means staying up-to-date and adapting quickly.
  
• Content needs: Quality content takes time to produce and often months to rank.
  
• Competition: Competitors are also optimizing, making SEO a continual process.
  
• Link building and trust: Gaining backlinks and domain authority is a slow process.
  
• Technical optimization: Site architecture, speed, and mobile usability need ongoing attention.
  

For these reasons, SEO isn’t something you can “set and forget.” So the question becomes: who is best equipped to manage SEO consistently over time?

Option 1: Hiring an In-House SEO Team

Building an in-house SEO team means hiring employees who work directly for your business. These individuals focus solely on your brand’s SEO strategy and implementation.

Pros of an In-House SEO Team

1. Brand familiarity
   • In-house staff have a deep understanding of your business, product, tone, and goals.
     
   • They can align SEO strategies with other departments like sales, customer support, and development.

2. Real-time collaboration
   • Easier communication between teams. Instant feedback and faster execution.
     
   • Faster turnaround on urgent tasks or website issues.

3. Full control
   • You manage priorities, strategies, and implementation schedules.
     
   • Transparency is immediate—there are no hidden strategies or delays in reporting.

4. Scalability
   • You can build a team with specialists in content, technical SEO, analytics, and link building as needed.
     

Cons of an In-House SEO Team

1. Higher upfront costs
   • Hiring skilled SEO professionals is expensive. According to Glassdoor, SEO specialists in the U.S. earn between $60,000–$100,000 annually.
     
   • You may need to hire multiple roles (e.g., technical SEO, content strategist, outreach manager).

2. Limited skill sets
   • One person can’t be an expert in every aspect of SEO.
     
   • Agencies often offer a diverse team with specialized skill sets across SEO disciplines.

3. Training and turnover
   • SEO is constantly evolving. Ongoing training is necessary.
     
   • Employee turnover can disrupt your SEO momentum and continuity.

4. Tool costs
   • You’ll need to invest in premium SEO tools like Ahrefs, SEMrush, Screaming Frog, and others.
     

Option 2: Hiring an SEO Agency

An SEO agency is an external company that offers comprehensive SEO services, typically working with multiple clients across industries.

Pros of Hiring an SEO Agency

1. Access to expertise
   • Agencies typically employ seasoned specialists in technical SEO, content, outreach, local SEO, and analytics.
     
   • Exposure to multiple industries helps agencies develop a wide range of strategies and creative solutions.

2. Lower cost (in many cases)
   • Compared to building a full in-house team, hiring an agency can be more cost-effective.
     
   • You get access to a team of experts for the price of hiring one or two in-house employees.

3. Tools and resources included
   • Agencies already subscribe to top-tier SEO tools, saving you the cost.
     
   • They bring proven processes and frameworks to speed up execution.

4. Scalable services
   • Agencies can scale your SEO efforts up or down depending on your business needs or budget.
     
   • You can start small and expand services as ROI becomes apparent.

5. Objective perspective
   • Agencies offer an outsider’s view and can identify blind spots in your existing strategies.
     

Cons of Hiring an SEO Agency

1. Less control
   • You’re not in the driver’s seat. While you give strategic input, you rely on the agency to execute.
     
   • Misalignment on goals or poor communication can delay progress.

2. Generic strategies
   • Some agencies use cookie-cutter SEO strategies that may not be tailored for your unique business needs.
     
   • Choose an agency that customizes strategies per client.

3. Longer onboarding
   • Agencies need time to learn your brand, goals, and competition.
     
   • Results may take several months, especially at the beginning.

4. Risk of poor fit
   • Not all agencies are created equal. Some overpromise and underdeliver.
     
   • Due diligence is required to avoid wasting money on the wrong partner.
     

Comparing Cost: In-House SEO vs Agency

Understanding the cost differences is critical when deciding who should manage SEO long-term. Let’s compare:

Over a year, a small in-house SEO team (2–3 people) could cost you upwards of $200,000. In contrast, even a top-tier agency may cost you around $60,000–$100,000 annually, making them a more cost-effective option for many businesses.

How to Decide: Should I Hire an SEO Agency or In-House?

The decision depends on your business stage, budget, goals, and internal resources. Here are some guiding questions to ask yourself:

1. What’s your budget?

If you can’t afford to hire a full-time team of experts, an agency is likely the smarter choice.

2. How quickly do you need results?

Agencies can often get things moving faster since they have systems, processes, and experience.

3. Do you have technical and content support internally?

If you already have writers, developers, and marketers, an in-house SEO strategist may be sufficient.

4. Are you operating in a highly competitive industry?

An experienced agency with deep knowledge of your market could give you an edge in a tough niche.

5. Are you planning to scale rapidly?

An agency is better equipped to quickly ramp up campaigns, handle international SEO, and manage large websites.

Hybrid Model: Best of Both Worlds?

Some companies take a hybrid approach: they hire an in-house SEO manager to lead the strategy and manage the relationship with an SEO agency. This provides:

• Strategic alignment with your company goals.
  
• Expert execution via the agency.
  
• Improved communication between stakeholders.
  
• Better cost control with targeted agency services.
  

This hybrid model can be especially effective in growing companies that want control and flexibility without the overhead of a full team.

Red Flags to Watch Out for in SEO Agencies

If you’re leaning toward hiring an agency to manage SEO long term, avoid these common pitfalls:

• Guaranteed #1 rankings: No one can guarantee specific positions in Google.
  
• Lack of transparency: Agencies should share detailed reports and explain their strategies.
  
• One-size-fits-all pricing: Every business has different SEO needs.
  
• No clear onboarding process: A good agency will guide you through a structured setup phase.
  
• Outdated practices: Avoid agencies that still rely on keyword stuffing or low-quality backlinks.
  

When an In-House Team Makes Sense

An internal SEO team is a good investment when:

• You have a long-term digital strategy that deeply involves SEO.
  
• Your website is large and complex (e.g., e-commerce with thousands of pages).
• You want SEO to be tightly integrated with content, development, and marketing.
  
• Your budget supports hiring specialized staff over time.
  

When Hiring an SEO Agency Is the Better Investment

An SEO agency is often the better choice if:

• You’re a small or mid-sized company with a limited SEO budget.
  
• You want to start seeing results without building an internal team from scratch.
  
• Your business is in a competitive market requiring expert-level strategies.
  
• You need flexibility to scale up or down based on performance or seasonality.
  

In short, if you’re wondering, “should I hire an SEO agency or in-house?”, and you’re early in your SEO journey or lack internal expertise, an agency will typically provide faster results, lower risk, and better ROI.

Final Thoughts: Choose Based on Strategy, Not Just Cost

When deciding how to manage SEO long-term, don’t choose based on cost alone. Think strategically about what your business needs today—and what it will need 6, 12, or 24 months from now.

Both in-house SEO teams and agencies can deliver long-term value, but they serve different types of businesses at different stages. It may even make sense to start with an agency and transition to in-house later as your digital presence and internal capabilities grow.

Whatever path you choose, consistency, quality, and adaptability are the keys to long-term SEO success.