9 Reasons Your Business Must Outsource SEO
Business owners in the U.S. spend more than $700 billion dollars every year on digital marketing services. That figure includes money spent on email marketing, website development, and video production. But, the largest chunk of that money is spent on Search Engine Optimization (SEO).
SEO is what you do to make your company's website show up higher in the search results when potential customers go looking for information online. It's a complex process, and it's changing all the time.
That's why companies often outsource SEO to freelancers or agencies that specialize in the service. If you're on the fence about outsourcing your company's SEO, read on for the nine most important reasons to do just that.
1. SEO Is Complicated
The idea behind SEO is pretty straightforward. You want your company to show up high in the search results on Google. So, if you sell patio furniture, effective SEO will help your company to be listed on the first page of the search results whenever someone searches for "deck chairs".
However, getting to that point takes time, a lot of research and a deep understanding of how the search algorithms work. A search algorithm is a formula that companies like Google use to find, store and then provide the most helpful information on the internet.
Google's search algorithms process the words you use in your search, your location and the relevance of your search to determine what information to provide you and in what order. As a business owner, you want to figure out how to position your company's website in a way that Google will like, so to speak.
But here's the thing. Google's algorithm changes all the time. In 2018, the company reported 3,234 updates ! That's a lot to keep up with, and that's why the complexity of successful SEO is the #1 reason why outsourcing it is a good idea.
2. In-house SEO Experts Are Expensive
The average SEO manager earns $74,712 a year. Most companies will need more than one on staff, so you could easily pay a quarter of a million dollars a year just for SEO staff members.
By contrast, you could hire a team of experts on a contract or project basis for $1,000-$7,000. Obviously, the scope of the project will determine the cost, but it's considerably less than keeping a staff of people employed.
3. You're Not an Expert
Unless your business is SEO, you're not an expert. In all probability, neither are your employees. So, you'll need to hire employees who are (see above) or train one or two of your current staff members to handle it.
SEO requires a set of skills that can't be learned in a day or even a week. To do it right, SEO specialists need in-depth training, and they need time every day to put it into action. This will inevitably take them away from their other work, or you'll have to hire someone else to replace them.
4. When You Outsource SEO, You Get Objectivity
You know your product and your industry better than anyone. But, there's a danger in being so close to something. You might miss the obvious.
When you outsource your SEO, you work with experts in that field who know very little about yours. They'll ask a lot of questions about your products, your sales techniques, your target audience, and your goals.
In doing so, they'll get you thinking about new issues in new ways. Your SEO experts may uncover problems within your company that you weren't aware of. They might even come up with new marketing opportunities that could take your company to the next level.
5. SEO Requires Specific Tools
Your company requires certain tools to operate, from the machinery to the office software. The same is true with SEO, and those tools are expensive.
Rather than shell out hundreds of thousands of dollars for new enterprise software systems and marketing automation programs, you can hire people who already have them.
6. Hiring an Agency Buys You a Team
If you outsource SEO to a full-service digital marketing agency, you get access to a team of experts who do a lot more than SEO. Even if SEO is your primary purpose for working with an agency, you may have other marketing needs from time to time.
When that happens, you already have a working relationship and can very likely hire the people you already know for the new project. An agency can help you find out more about video production and email marketing when you're ready to launch.
7. SEO Trends Change
By now, you probably have an idea of how complicated SEO is. It also changes a lot to keep up with those search algorithm we talked about earlier.
Search engines like Google are constantly updating their processes to keep up with the 3.5 billion searches performed every day. When you outsource SEO, you can depend on that company to keep up with algorithmic changes and other industry updates so you don't have to.
8. SEO Is Time-Consuming
Getting your company to the first page of the search results on Google takes time. Keeping you there takes even more. SEO is fluid, and your company's rank can change overnight.
Your SEO specialists need to stay on top of your position daily. It isn't something that can be done once a year. And that brings us to the final reason for outsourcing your SEO.
9. Content Content Content
The single biggest factor that influences your company's rank in search results is the freshness of content on your website. Google wants to provide searchers with relevant information. So, it prioritizes data that it views as updated or fresh.
The best way to take advantage of this is by posting new content on a regular basis. You might post a new blog entry, a video, a white paper or a new product launch on your website.
That takes time to create. Your outsourced SEO experts can help you with that.
When you outsource SEO effectively, you improve your search engine rankings. That means more people will see your company and visit your website. And that's really the bottom line here.
Outsourced SEO can help you improve your bottom line.
If you would like to learn more about the social media marketing side of things, click here to read about the most popular platforms.