Outsourcing SEO: The Right Choice for Your Business?
"Should we do SEO ourselves or outsource it?" This question occupies many entrepreneurs in the Netherlands. The honest answer: it depends on your situation. After years of experience helping businesses with their SEO choices, I share here the complete pros and cons of each option, so you can make an informed decision.
Why Do Businesses Consider Outsourcing SEO?
SEO has become complex. Where it used to suffice to put a few keywords in your website, modern SEO requires in-depth technical knowledge, content creatie skills, and understanding of constantly changing algorithms. A local webshop in Amsterdam told us: "We spent 20 hours per week on SEO but saw no results. After outsourcing, our traffic doubled in 4 months."
The main reasons why businesses outsource SEO include
lack of expertise because SEO requires specialized knowledge.
Time constraints play a role as SEO demands constant attention and monitoring. Outsourcing often delivers
faster results because experts can work more efficiently. You also gain
access to tools since professional SEO tools cost thousands of euros per year. Finally, it provides an
objective perspective because external parties often see opportunities you miss yourself.
Option 1: Freelance SEO Specialist
Advantages of a freelancer:
Personal attention: Freelancers usually work with a limited number of clients, meaning you get more personal attention. A freelancer we know works with maximum 8 clients simultaneously, while agencies sometimes run 50+ projects in parallel.
Flexibility: Freelancers can adapt faster to your specific needs and timing. When a restaurant in Utrecht suddenly had a PR crisis, their freelance SEO specialist could implement a reputation management strategy within 24 hours.
Cost-effective: For smaller projects, freelancers are often cheaper than agencies. Prices start around €50/hour versus €150+/hour for agencies.
Direct communication: You speak directly with the person working on your project, not with an account manager who relays what you say.
Disadvantages of a freelancer:
Limited capacity: A freelancer can get sick, go on vacation, or prioritize other clients. A bakery in Rotterdam lost 3 weeks of SEO work because their freelancer suddenly became ill.
Limited expertise: Freelancers are often specialized in one aspect of SEO. For complete strategies combining technical SEO, content, and link building, you might need multiple freelancers.
No team backup: If your freelancer can't handle a project or leaves, you're left empty-handed.
Fewer tools and resources: Most freelancers don't have access to expensive enterprise tools like Ahrefs Agency accounts or SEMrush Business.
Option 2: SEO Agency
Advantages of an SEO agency:
Multidisciplinary team: Agencies have specialists for every aspect of SEO. Our team consists of technical SEO specialists, content writers, link building experts, and data analysts.
Proven processes: Established agencies have standardized methods that guarantee results. We have, for example, a 12-step process for new clients that we've refined over 5 years.
Premium tools: Agencies invest in expensive enterprise tools. We have access to Ahrefs Agency (€4000/year), SEMrush Business (€6000/year), and custom analytics dashboards.
Continuity: If one team member leaves, their work is taken over by colleagues. Your project never experiences delays.
Scalability: Agencies can quickly scale up as your business grows. An e-commerce client went from 1 to 50 product categories; our team scaled along without interruption.
Disadvantages of an SEO agency:
Higher costs: Agencies charge more because they have overhead (office, management, systems). Minimum budgets usually start around €2000/month.
Less personal attention: You're one of many clients. Large agencies can sometimes feel bureaucratic.
Communication through intermediaries: You often talk with account managers instead of the people actually working on your project.
Less flexibility: Agencies have fixed processes that don't always perfectly fit your unique situation.
Option 3: In-house SEO Team
Advantages of an in-house team:
Full control: You have direct control over priorities and timing. There are no external parties with other clients.
Deep knowledge of your business: Internal teams understand your product, customers, and company culture better than external parties.
Long-term focus: Internal teams think in years, not contract periods. They build sustainable results.
Integration with other departments: SEO can work closely with sales, product development, and customer service.
Disadvantages of an in-house team:
High costs: An experienced SEO specialist costs €60,000-€100,000 per year plus benefits. For a complete team (technical, content, analytics) you're looking at €200,000+ per year.
Recruitment challenges: Good SEO talent is scarce and expensive. An IT company in The Hague searched 8 months for a senior SEO specialist.
Outdated knowledge: Internal teams can get stuck in a bubble. External specialists see trends and best practices from multiple clients.
Limited tools budget: Many companies don't want to spend €10,000+ per year on SEO tools for one person.
Hybrid Solutions: Best of Both Worlds
More and more businesses choose hybrid models that combine advantages:
Agency for strategy + internal for execution: An agency develops the SEO strategy and an internal person executes it. Costs: €1000/month agency + €40,000/year internal person.
Freelancer for specialization + internal for basics: Internal team does content and basic optimization, freelancer handles technical SEO and link building.
Agency for projects + internal for maintenance: Use an agency for website migrations, technical audits, or crisis management, and internal team for daily maintenance.
A SaaS company from Utrecht uses this approach: agency for technical optimization (€2500/month), freelancer for link building (€1500/month), and internal person for content (€50,000/year). Result: 400% growth in organic leads.
How Do You Choose the Right Option?
The right choice depends on your specific situation:
Choose a freelancer if:
• Your budget is limited (€1000-€3000/month)
• You have a specific SEO problem (e.g., technical audit)
• Personal attention is important to you
• Your business is relatively small (< 50 employees)
Choose an agency if:
• You need a complete SEO strategy
• You want fast and reliable results
• Your budget is €3000+/month
• Your business is growing and scalability is important
Choose in-house if:
• You can invest €100,000+ per year
• SEO is a core part of your business model
• You want complete control
• You already have a marketing team
Practical Tips for Outsourcing
When choosing a freelancer:
• Ask for at least 3 case studies in your sector
• Test communication: do they respond quickly and clearly?
• Ask about backup plans for illness/vacation
• Demand monthly reports with concrete metrics
When choosing an agency:
• Meet the team that will actually work on your project
• Ask about their process and methodology
• Check reviews from current and former clients
• Demand transparency about which tools they use
Common Mistakes When Outsourcing
Unclear expectations: "We want more traffic" is too vague. Specify: "We want 50% more organic traffic to product pages within 6 months."
Too short contracts: SEO needs time. Contracts shorter than 6 months rarely give results.
No KPIs defined: Determine in advance how you measure success. Traffic, rankings, leads, or revenue?
Micromanagement: If you outsource SEO, let experts do their work. Check progress, but don't direct every step.
Managing ROI Expectations
Realistic ROI expectations per option:
Freelancer: 200-500% ROI after 6-12 months
Agency: 300-800% ROI after 6-12 months
In-house team: 400-1000% ROI after 12-24 months
A webshop from Amsterdam invested €4000/month in an agency and saw their organic revenue rise from €10,000 to €60,000 per month within 10 months. ROI: 1400%.
Signs That Outsourcing Is Failing
Watch for these red flags:
• No improvement in rankings after 3 months
• Poor communication or incomplete reports
• Promises of "guaranteed #1 rankings"
• Use of black-hat techniques
• Refusal to give access to analytics
The Transition: From Internal to External (Or Vice Versa)
Sometimes you need to switch. A manufacturing company in Rotterdam went from internal to agency because their SEO manager left and they couldn't find anyone. The transition took 2 months but resulted in 60% better performance.
Tips for a smooth transition:
• Document everything the internal team has done
• Give new party access to all accounts and tools
• Maintain overlap period of 1 month
• Communicate change to all stakeholders
Outsourcing SEO can make your business grow exponentially, but only if you make the right choice for your situation. Carefully weigh the pros and cons, set clear expectations, and choose partners who work transparently and results-oriented.
Still doubting the best approach for your business? Contact us for a non-committal conversation where we analyze your situation and advise on the best
SEO strategy for your specific goals and budget.