What is the biggest advantage for an organization to bring Search Marketing In-house?
Often search engine optimization is an after-thought, if it is thought of at all. The biggest benefit for bringing search marketing in-house is that you have someone internal who can champion and represent SEO in the hallways, at meetings, and through relationship building. Also, it gives everyone in the company someone to reach out to for an immediate answer and/or involvement when the need arises.
What is the biggest challenge in accomplishing a transformation to In-house SEO?
The biggest challenge with bringing SEO in-house varies by company. The other in-house experts in this series have mentioned the biggest challenges, but to give a different perspective, I’ll talk about challenge that I see many in-house teams face – obtaining and maintaining advanced SEO knowledge.
Many in-house teams are formed from existing employees that dabble in SEO and/or get training from a consultant. If the in-house SEO is lucky, they will attend one or two conferences a year. This will get you through the basics, but not the advanced challenges related to search engine optimization. To get around this, I encourage in-house SEOs to have outside council. Corporate attorneys have an outside council to assist with questions, accountants have auditors and SEOs need an SEO consultant that they can reach to with questions, concerns, unique situations and the “what happened” emergencies that pop up every now and again.
The rest of the In house SEO Series:
Part 1 – Chris “Silver” Smith – Net Concepts
Part 2 – John W. Ellis – ResortQuest
Part 3 – Rudy DeDominicis – Time Inc.
Part 4 – Jennifer Mathews Somogyi – Formerly at Classmates.com
Part 5 – Aidan Beanland – Yahoo
View our own Web Analytics World video walkthrough guide on whether to Outsource your Digital Marketing or bring Inhouse