Often a company wants to save costs on doing Search Engine Marketing for their website in order to keep costs low. This is an option if you have someone who is qualified in-house to do this. If they are not, however, and are self-taught, there could be a lot they are missing out on, causing your business to not be as successful. That is why we are writing this article – to help you see the pros and cons of doing SEO and PPC in-house.
What are the financial costs?
This will depend on whether you use Google Adwords (PPC) and the number of keywords you want to target. Google Adwords operates on a ‘pay-per-click’ rate and depending on your level of experience, you can either make the cost worth your while, or you could end up losing money. You have to keep a close eye on how your ads are doing. Being on top of Google Adwords is very important if you are wanting to make a big impact, but still save your company money.
Regarding keywords, here again you need knowledge about your company and especially about your competitors. You need to know what keywords are going to be useful and which ones are going to cost you more money than necessary. This takes time and research which could cost you more than you are willing to pay, especially if you are not getting the results you need.
What is the cost of an SEO service?
You can be charged anything from R5000 per month to R14 000 depending on your requirements and the service provider. Knowing whether this is good value depends on the ROI and whether the company took any shortcuts which could cost you later on… Finding a reliable, well established SEO professional will go a long way in improving traffic to your website.
The cost of doing SEO in-house
Your costs will probably be much lower, but is it worth it in the long run? If you are a small business that is targeting 5 competitive keywords you will pay approximately R3500 per month, but this amount will drop over the years. Besides this amount, a lot of time and effort will be taken from an employee to do this correctly, as mentioned earlier. If you are short on manpower for SEO, it could affect other areas of your business where less time is available for the work that needs to be done. You can expect to spend hours per month on SEO and not see any financial gain. This could mean vital time lost elsewhere in your business. The pro here though is that education and information about SEO is available online for free, as long as you know what you are looking for.
As you can see, there is a lot to weigh up and a lot at stake for your company. All of these factors have to be put into consideration. Let’s take a closer look at the pros and cons of doing SEO in-house.
5 Pros of doing SEO in-house:
1. Financially it may cost you less.
2. You will have valuable information about your company because you know more about it than an outsider.
3. Information is available for free on the internet.
4. You will be providing an opportunity for a current employee to improve their skills.
5. If you are able to master SEO in-house the benefits of doing this far outweigh the losses.
5 Cons of doing SEO in-house:
1. You will lose a lot of time trying to get to grips with SEO.
2. An employee who has been commissioned to succeed in the project may be the first to blame if things don’t go well.
3. Lack of skill when using Google Adwords can cause your company to lose a lot of money.
4. You may save your company money in the short term, but is the SEO good enough to sustain the test of time?
5. The in-house expert will need to put in a lot of extra hours of work that your company may not have sufficient remuneration for.
One thing that this article hopes to have portrayed is the importance of SEO. Whether you decide to do it in-house or pay a specialist. It has to be done. You just need to decide HOW it is going to be done so that it is cost effective. Look at your financial resources, capital you have for marketing and your manpower. Weigh these all up and you should come to an easy solution.
Happy SEOing 🙂