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As a website owner should you consider this strategy and outsource your SEO? What do you need to know before you turn to an SEO outsourcing company?
Well, you’re in luck as this article will explain all the pros and cons of hiring an SEO company. Without further ado, let’s jump right in!
Everybody would like to make money on the Internet.
This kind of a job sounds incredibly appealing. Imagine sitting in your house, drinking beer, not having to shave or dress up every day. Working on the Internet gives you so much space allowing you to have more time for yourself and your loved ones.
Alas, like any other amazing thing, there is a catch.
There are too many people dreaming the same dream.
Competition is incredibly tough. Internet jobs are in fact global jobs. Due to this fact, you will have to go through a lot of people on your way to the top. Nevertheless, the return is more than enough to make it appealing.
What is the catch in succeeding on the Internet?
Unfortunately for upstart websites, this service costs a lot. And without it, you won’t be able to rank in search engines (primarily Google). Most people will not be able to afford it meaning that their company will not have a fighting chance.
We will mention pros and cons of SEO outsourcing later on in the text.
What are SEO outsourcing services?
If you have any business background, you know how important outsourcing is for the global economy. Without it, most of the companies in developed countries wouldn’t exist. At the same time, this principle is quite solid for less fortunate countries as it allows them to make a much bigger profit than they could otherwise.
This can be especially seen in the field of digital marketing.
Unlike products, where the prices are more less in equilibrium, prices of services vary. This is due to difference in cost of labor in different countries.
As we become a global society these costs tend to become equal.
Nevertheless, it is common for people from less developed countries to give a discount on their services. This is where your company can profit. By giving this work to someone, you are able to concentrate on your main activity and improve processes that will return extra profit.
With all that being ask yourself: should I outsource my SEO? Is this one of the tools that my website needs to reach the next level?
Before I answer that, let’s check out all the pros and cons of seo.
Benefits of SEO outsourcing
What do we mean by this?
Simply put, no matter how you define this process, it is still something that will save you money.
Whether you use it for marketing or some other activity, it will still be beneficial. Imagine if you did your own SEO outsource and your working hour costs 10 $? On the other hand, you have the option of employing someone for one third that price.
Then again, it comes down to opportunity cost.
Image taken from slideshare.net
What does this mean?
It is an economic term that shows how much it cost you to relinquish a business opportunity. Let’s face it. You cannot do everything. In these cases, you need to measure what is more profitable.
Is it better for you to perform SEO? Or is it better to focus on some other activities?
Most people neglect this one.
Website optimization needs to be performed on a daily basis. Like any other activity within your company, there needs to be a special department (or at least dedicated professional) that will take care of this.
One thing is for certain.
If you outsource search engine optimization you will have less on your plate. Let’s face it: we all need support from time to time.
There are extensive studies showing that you should always delegate activities. For years and years, we have been taught that multitasking is a positive thing which shows worker’s dedication to the company. In reality, it is the other way around.
Image taken from codinghorror.com
Multitasking not only reduces your efficiency, it also leads to numerous errors.
SEO is a process that needs to be closely monitored and run by an individual or group of people. It is not something that you can do in your free time hoping for the best.
Additionally, it requires a lot of research which you won’t be able to perform if your hands are tied with something else.
SEO evolves quickly
Similarly to anything else connected to high tech, SEO is a profession that constantly changes.
This job is based on tracking search engine’s algorithms and adapting your strategy to them. You need to dedicate a lot of time to constantly improve your knowledge and to increase efficiency.
For example, you can check out all the important Google changes here.
As you can see, there are quite a lot of them and each and every one altered the game in a certain way.
Image taken from click.co.uk
As the experts from click.co.uk stated in their article, these updates led to some websites losing 70 % of their traffic. Such updates can deal a fatal blow to a company, disabling it from making any profit in foreseeable future.
Similarly to some other professions such as accounting and law, in SEO you gain a competitive edge by staying ahead of the curve in terms of knowledge. Not only should you be familiar with current algorithms, but you should also be able to adapt your strategy to these changes.
With all that being said, we come to our next point.
Unless you are an expert yourself you shouldn’t be meddling with something you don’t fully understand. There are a lot of people who think that by reading a few articles they will be able to do this job. But, the real improvement doesn’t come from things that everybody knows. It comes from using strategies and knowledge not mentioned on the internet.
As we said, you always have to keep in touch with latest changes. This is why you have to contact SEO outsourcers.
But, that is only a part of the story.
While staying educated is something you may accomplish (with a lot of effort), you will not be able to test things and improve processes.
SEO expert knows what is wrong, why it’s wrong and he has time and knowledge to develop new approaches that will remedy the situation. One of the most important traits of an expert (or agency) is adaptability.
Optimization is based on trials and errors and this is precisely why a lot of people get it wrong. It is not something that can be explained in one article. Although there are a lot of good SEO guides out there discussing SEO pros and cons, nobody tells you what to do when things go bad. And in this profession, things go wrong more often than not.
Additionally, it needs to be said that SEO is a competitive sport. Everybody does it!
In such a world, you don’t stand a chance as a layman. Even a journeyman SEO expert can beat you. If you decide to do things by yourself, not only will you be inefficient in comparison to your competition, you will also lose resources.
SEO expert is not a part of your industry
But, isn’t this a bad thing?
Precisely the opposite.
Here is something I noticed in many industries, especially the competitive ones. People will not link to you even if you give them money. Why is that? Because links help you rank better and they don’t want your website to rank in Google.
In this case, SEO professional will see the bigger picture. He will link to other resources. Although in theory, these websites will never link to you, after they received a link from your domain, they will be inclined to cooperate in some way. Person owning the website will never take this step as he is tied up by certain preconception regarding his industry.
Imagine this situation. You link to 100 people. Out of these 100 people, 10 of them will link back to you somewhere down the road or they will send social traffic towards your website. Other websites will not have this advantage as they will continue thinking within the boundaries of that industry. Yes, they will get a link from you but you will ultimately be winner as you will get 10 links at the end of the day.
Not being a part of the industry has some other advantages as well.
You will have fresh ideas.
Humans are prone to repeating behavior of the others and conforming to the general public. Outsourced SEO professional will not understand this concept as he doesn’t know what kind of standard he needs to conform to.
He will play to the beat of his own drum making your website unique. Also, his SEO approach will be different and he might create some new pitches and concepts that you haven’t tried yet.
Always remember, while you have extensive experience working within one industry, SEO expert has experience working in hundred different industries. Even if an approach fails, expert will find something else that worked in a different industry and apply it for your domain.
Indeed, outsourced SEO professional is a bag of tricks.
SEO outsourcing company is a long-term solution
We already mentioned that by employing SEO outsourcing services you are able to save some money. But, this is also a great long-term solution for your website.
People think that SEO is a service that you pay and it instantly provides you benefits.
In most of the cases, client will have to invest in it for couple of months before he/she see any results. But, as the time progresses, your domain will only gain strength.
Based on everything shown so far, it is ludicrous to think that you would do a more efficient job and that you can perform better than a seo web outsourcing company right off the bat.
However, there are other marketing options (primarily pay per click or PPC) that you should consider.
So, let’s make a comparison.
Image taken from webdesignworks.co.za
The biggest issue with some other options is the fact that your marketing progress lasts as long as your budget can afford. Although SEO is something that requires patience and hefty initial investment, it is an outsourcing service which can position you as one of the most authoritative websites within your industry.
When you reach a certain level, there will be no further costs.
As it usually goes, people stick to things they know. At one point, you will start getting links naturally, without any interference as you become one of the most recognizable websites within your niche.
Drawbacks of SEO outsourcing
Inherent risks of outsourcing
No matter how we present it, we give money to a SEO outsourcing company with headquarters in some faraway country and we hope for the best. It is a big risk.
Although we try to mitigate that risk by analyzing various factors, it doesn’t always help.
Analyzing outsourcing IT jobs pros and cons is nothing more than a theoretical analysis. In real life, it rarely gives us the clear picture of things.
Clutch.co made a very thorough article in 2015 regarding SEO outsourcing services.
Images take from Clutch.co
Obviously, a lot of small companies are satisfied with their SEO outsourcing. However, most of them prefer doing the process within the company and having their own team.
Nowadays, internet businesses realize the importance of having an expert working full time.
Due to all outsourcing risks, they prefer doing SEO in-house.
Like with most other things, it all depends on your experience with SEO companies. Outsourcing can pose a big problem if you are unable to find an organization that will provide good results. This is usually the reason why owners do SEO themselves.
Ideally, you should hire a SEO outsourcing company that has a nice track record and which can provide good value for your money.
To some people this is one of the biggest cons of SEO.
When you are outsourcing SEO, you do not have a direct line of communication with other bloggers. Instead, this is done by SEO company.
Clients’ SEO stats will remain unchanged if they stop the cooperation. Nevertheless, their connections will be put in question.
SEO is highly dependent on interaction and in order to get links and social mentions, you will have to constantly communicate with other professionals. This is one of the crucial and most time consuming things about this profession. Nevertheless, it is something that can pay off tenfold.
Oftentimes, you will have mutual projects, you will guest post on their blogs and chat on social networks. One day, if you decide to lay off SEO company, you will have to start managing all these individuals.
If your SEO expert used his own name, it will be very hard to renew communication with their contacts. On the other hand, if he used your name for interaction, you may find it hard to continue communication as you will most likely have no idea what were you previously discussing or what kind of deals you made.
This may seem irrelevant but it may affect your future traffic and links as people will no longer be inclined to cooperate with your website.
Taking unnecessary risks
Unlike you, an SEO company will do everything in their power to impress you and achieve higher rankings. This can be disastrous as it can lead to some gray hat and black hat methods that will jeopardize the health of your site.
Similarly to other goal-oriented jobs in digital marketing, SEO expert needs constant results in order to justify the costs. This can be a hard task especially given that SEO requires a lot of time to build up. Due to this fact, some people are willing to take stupid risks that can affect health of the website even leading to a penalty.
Again, this is comes down to your recruitment process and ability to recognize a good organization. Generally speaking, reputable experts will never take such risks no matter what as they recognize potential downsides to the website as well as their long-term status within the industry.
Client doesn’t understand the process
Let me give you an example.
A lot of companies do link building outsourcing or SEO articles outsourcing. Having in mind that you just started a business and have learned the basics, you know that content and links are the way to go.
However, links and content can vary significantly in quality.
There are companies that will sell you snake oil and you won’t even know you’ve been provided with a crappy service.
This applies to almost any kind of SEO services outsourcing. Like the whole IT industry, it is very complex, requires a lot of engagement and constant learning. Even if you have some basic knowledge it will be hard to keep up.
Best way to prevent it?
Give proper directions to SEO outsourcing group!
Image taken from copywritertoday.net
Here is how a writing request should look like.
You need to have the basic understanding of links, content or whatever services you’re trying to buy. Only then can you outsource being certain that you’re getting just the thing you need.
Not getting the necessary conversion
At the end of the day, it is all about sales and profit.
The very fact you’ve employed a company to do your search engine optimization means you’re willing to invest in your brand. But this also means your expectations are high when it comes to potential traffic and conversion.
Unfortunately, there are a lot of agencies that don’t consider conversion. Instead they simply provide service mentioned in their contract and try to avoid responsibility for clients’ website performance.
Let’s check average conversion rates based on a channel:
Image taken from HubSpot.com
Obviously, SEO is the way to go.
But here’s the thing that sometimes happens when you outsource SEO instead of doing it in-house.
Company doing the work will disregard your actual stats and focus on the job they’re paid for. This means even if you get the promised service, it might not affect your rankings enough to give you the boost you require.
SEO is a full service.
It is not a quick solution and the only thing that matters is the end result. No matter how many links or shares you get, it won’t matter if you’re unable to make profit out of it.
Now, don’t get me wrong.
I didn’t say that this always happens when you outsource. It usually happens if you take partial service (such as link building) and are not willing to fully commit to an SEO agency.
How to outsource SEO?
If you decided to outsource SEO services, here are some tips that will help you reduce risks:
Hire a reputable SEO outsourcing company
Good outsourced SEO services will cost more than bad SEO services. Anyway you put it; you should still save some money even if you have a reputable outsourcing SEO company working for you. Here are 5 quick questions you can ask the SEO agencies you’re interviewing to make sure they are legit. Lastly, always hire people with a proven track record.
Create your own contacts
No matter what you decide regarding SEO company outsourcing, it is always good to make your own contacts and stay in touch with important bloggers. Even if you stop working with SEO company, you will always have something to turn to.
Learn SEO basics
You should hire an SEO company for their expertise. Nevertheless, you should possess at least some minimal knowledge to recognize if something is very wrong with your website. This way, you can easily judge whether the company is doing a good job or if you made a mistake during recruiting. Have in mind that if you learn the basics you can one day establish your own team.
Be proactive and forthcoming
Oftentimes, when outsourcing SEO services, problems occur due to bad communication or hired expert’s inability to do his job. Ultimately, your website is your own resource. You have to grant complete access and allow all the necessary changes. If you are unable do that, it is better not to cooperate with an outside organization.
Opt for full SEO outsourcing service
As I mentioned once or twice, SEO is a full service and if you wish to do it properly it is necessary to fully commit. Both you and SEO agency can have good intentions and project may still flop if you don’t give it 100 %. Have in mind that everybody is on the Internet nowadays. You simply cannot compete against companies that investing tons of money into internet marketing and have their search engine optimization, social media and pay-per-click sorted out.
SEO is dreadfully expensive. But, it is even more expensive not performing SEO.
If you wish to cut the costs and have an experienced professional working besides you, it is best to go with SEO outsourcing service.
You might think that SEO outsourcing management is a lot of work but it isn’t as long as you give good instructions to a company doing the job. It is much less painful than doing the whole process yourself.
Unlike outsourcing in some other industries, website owners and SEO experts have to work closely together. This type of cooperation requires it. All you have to do is be patient and have trust in hired SEO company. In time, the results will come and you will be glad you decided to invest in this type of promotion.
Have you ever considered to outsource SEO work? Have you had any negative experience? Tell us about it in the comment section below!