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Outsourcing Search Marketing Part 1
By Mike Murray | December 27, 2007
I realize a lot of companies handle search marketing and online marketing in-house - and I tip my hat to those that succeed.
But the internal route is prone to a proficiency deficiency.
Let’s take natural search engine optimization, for example. How often can a business hire Bill or Joyce who is proficient in each of these areas:
- project management
- writing
- marketing
- graphic design
- advanced programming
- web analytics
- ranking analysis
- keyword research
- keyword theme development
- internal linking strategies
- website architecture
Notice I said Bill or Joyce, not both. If a company hires either individual, what will his or her competence level be in each of those and other areas? What training did he or she bring the first day on the job? How well will either person keep up with and incorporate knowledge gained through conferences, guides, white papers, newsletters, blogs and forums? Is there any chance that he or she might get pulled in another direction, such as a series of internal meetings or other marketing projects?
It’s not that Bill or Joyce can’t make headway. They will. It’s about missed opportunities. Without the perspective of working with other clients on a regular basis, what decisions will be made that could hurt existing traffic? What strategies will be set in motion that simply fall short (i.e. pursuing the wrong keyword/phrase)?
A business could hire someone, including benefits, and hope it all works out.
Outsourcing has risks, but those can be limited with sound research and screening. What you get is a track record and sound thinking from an entire team of experts. No, you won’t get each of them full-time for a year. As consultants, they offer advice and help implement critical strategies.
In the end, it may be worth hiring a firm for a fraction of a full-time worker’s salary to ensure that search engine traffic takes off. Multiple minds in one place may have more actionable wisdom than one person.
In Part 2 and Part 3, we’ll look at Paid Search and Opt-in Email Marketing.
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January 10th, 2008 at 5:26 pm
Mike, I think your point about the increased perspective that working regularly with clients can bring and the resultant experience and strategic know-how are probably the biggest benefits that an SEO consultant (or group of consultants) can provide over an in-house operation. I think it’s a point that’s too-often forgotten amidst discussion of budget and access to D-I-Y SEO info on the Internet.
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