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1-04Running a business always necessarily implies the obligation of making crucial decisions within significant time constraints, all based on a set of information that may be drastically less than ideal.  That is simply the nature of conducting business in a vast, competitive marketplace that stretches to every corner of the globe. A perfect example of this sort of predicament is the tough choice between keeping your online marketing work in-house or hiring a professional SEO company to do it for you.  There are no clear lines drawn in the sand here, as the answer will vary depending on the circumstances of each company/industry.

First of all, a company needs to decide just how much of the collective resources they are going to put into their online marketing team (if they choose to go in house) or SEO company (if they go that route).  There is no sense trying to develop in either direction without a clear notion of how much funding and time will be dedicated to this work. General performance algorithms show that investing in online marketing is very rewarding, and, not surprisingly, many cheif marketing officers are putting a lot of their eggs in this basket.

1-05Basically, an in-house online marketing team can only be worth as much as the collective knowledge it has at its disposal: If the members of this team are still reading SEO beginner’s guides and instructionals, you’re better off going with a real SEO company.  That’s because it could take a long time for that employee to come into the knowledge that a real SEO professional has NOW. Since your company is looking for improvements at the moment…well, the point is made.  Add onto all that the fact that the SEO work demands patience and perseverance for results to be shown, and there’s that much more reason to go with the pros.

Not every SEO company out there on the web is the same, however, and you should exercise considerable discretion when making your choice (assuming the online marketing team got officially canceled).  A major difference in this sector can be seen between what are known as “cookie-cutter” SEO providers and by-the-hour SEO providers.  The former tend to advertise supposedly comprehensive packages, into which your necessities are apparently going to magically fit.  The latter are more flexible in meeting your specific needs, yet they tend to be costlier and may be busy on another project at the precise hour of your greatest need.  You will have to weigh (1) whether or not your SEO needs are specific, and (2) whether or not you will need the undivided attention of your SEO Company for a fixed amount of time. Of course, there is a third choice as well, a well rounded marketing company that can integrate all marketing disciplines into a well crafted strategy for you. We tend to favor this option – no bias, of course.

1-06Though the SEO industry itself is still nascent, there are professionals that know more about it than you or your in-house staffers could possibly fathom, and it is foolhardy to overlook these resources when coordinating an online marketing strategy.  These people are professionals, and when they deliver on their promises their rates are more than justified; after all, landing a good spot with a crucial keyword on a major search engine is the end all and be all of online marketing—not to be missed!  So instead of having a staffer commit a series of mistakes which you will then have to pay a SEO pro extra to undo, consider going straight to the pros from the get-go of your online marketing campaign.

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Guided by one his favorite songs “The Impossible Dream” Scot is constantly reaching for the unreachable star. It’s this passion for success and achievement that drives him to create success for RevBuilders Marketing and its clients. Scot founded RevBuilders Marketing in 2002 and it provides an integrated approach to SEO, SEM, SMM, web design and marketing automation services. Scot currently serves on the advisory board of the Middleburg Bank. Find him at @scotsmall or @revbuilders