Our Pricing, Our Products
Free Report Special Offer
Fathom SEO TV

SEO In-House vs. Outsourced

The ROI Factor

Some companies expect SEO firms to solve ROI problems beyond the increased traffic the tactics generate.

And that's OK if the SEO firm has any experience with what happens after a visitor reaches a web site. But be ready to pay for the depth of their advice.

No one, including the SEO firm, can really make a web site visitor fill out a form for a conversion let alone compel that visitor to actually buy a product or service.

Fortunately, collaboration between sites and SEO firms is possible. Regardless of whether SEO is mastered in-house or outsourced, you may want to think about (and answer the following):

  • If the web site isn't user-friendly, who is responsible?
  • If the site looks like an amateur put it together, who bears the blame?
  • If the product or service prices are too high, could that affect the ROI? Who should recommend price changes?
  • What conversion strategies do we have in place?
  • How do we connect conversion e-mails with sales?
  • When should shipping be free or discounted, and how is this communicated on the web site?
  • Is the checkout process simple or laborious?
  • How is customer service for the site?
  • What's the fulfillment process like on the web site?
  • Are there refer-a friend features?
  • Is the product or service a good deal or valuable?
  • Who will track the customer along the entire path?
  • Who is best equipped to coordinate offline marketing with online initiatives?
  • Is there a way to match the e-mail on the initial response form with customer data in order to measure the initial purchase and future purchases by the visitor?
  • Who will monitor the full spectrum of web analytics, including tool selection and upgrades, metric analysis and adjustments like pricing and web site content?

The wide open ROI arena will always be preceded by challenging SEO disciplines that include everything from Internet user behavior and keyword selection to programming and copywriting. In the end, the choice between in-house and outsourcing involves time, resources, budget and expertise. Regardless of whether you decide to proceed in-house or outsource your SEO, you need to feel comfortable with the expertise and know-how with which you'll gauge success.

Read excerpts from this SEO study online:

Fathom SEO is a market-leading firm dedicated to Search Engine Marketing (SEM), with an emphasis on natural Search Engine Optimization (SEO). Fathom SEO provides link building, pay-per-click (PPC) bid management, web analytics, and custom and integrated Opt-in Email Marketing services. Clients include Eaton Corp., the Cleveland Clinic, Little Tikes, FedEx Custom Critical, Sauder, Bissell and Darice.