Search engine optimization: internal or external?
SEO (Search Engine Optimization) is, and has been, a very hot topic for some time. Although this is not my area of expertise, I have some ideas. As with any task you’re considering whether to outsource or carry out in-house, there are some pretty straightforward pointers as to which option will work best for you and your business goals.
We all know that most of the tasks we choose to undertake, especially as small business owners, can potentially take time away from the business of running our business. We have a limited number of hours a day and we have to make sure that we are making good decisions about how those hours are spent. I am a firm believer in work-life balance. Consider the true cost of doing it in-house. Are you entertaining yourself away from other necessary tasks? An agency or consultant may already have cultivated that knowledge and can do so more quickly and efficiently.
If you choose to manage your SEO internally, you will potentially have more control over how, when, and how often. In other words, you are in full control; however, that total control comes with total responsibility. This option can work very well for you, if you or someone on your team is web savvy, has a deep understanding of keyword and content development, and has the time or passion to drive the project forward.
Outsourcing, on the other hand, can free you up for the tasks that you got involved in running the business that you are passionate about. By choosing a partner that is up-to-date with the latest information and tools for optimization features, ranking, and content, you are freeing up some of those hours in the day that would be spent on marketing (valuable to growing your business) to dedicate them to maintaining your optimal work-life balance (valuable for growing your business and maintaining balance). If you outsource SEO, these companies and consultants have their own experts, who use dynamic methods to research major search engines on a regular basis. It’s what they do all day every day and they have the experience to do it quickly and efficiently.
The choice comes down to making an honest assessment of your goals, abilities, and passions. Remember, we are in business because we are passionate about what we do. The key to work-life balance is making sure we wear enough hats to keep ourselves challenged, but not overloaded. Successful entrepreneurs surround themselves with others who are smarter than they are to compliment them in areas where they are less knowledgeable. It’s okay to say that we are not experts in all aspects of business. We are only humans, so focus on what you’re good at and work with experts to complement those other areas.