Should You Do SEO In-House? A Practical Guide for Business Owners
TL;DR — Should You Do SEO In-House?
In-house SEO only works when it’s a real priority. One person “doing SEO on the side” rarely moves the needle.
It’s usually more expensive than it looks. Salaries, tools, training, and time add up fast.
SEO is slow but powerful. Expect 6–12 months before meaningful results, especially in-house.
Agencies bring speed; in-house brings alignment. Hybrid models often deliver the best results.
The real risk isn’t the model, it’s undercommitting. SEO fails when expectations don’t match resources.
“SEO is dead.”
People have been saying that for over a decade. And yet, Google still processes billions of searches every single day.
Here’s the real question most business owners are actually asking, but rarely say out loud: Should SEO live inside my company, or should I keep outsourcing it and hoping for the best?
I see this decision go wrong all the time.
A company hires one SEO person and expects miracles in 90 days. Another signs an agency retainer and never quite knows what they’re paying for. Six months later, traffic is flat, frustration is high, and SEO gets labeled as “not worth it.”
That’s not an SEO problem. That’s a decision problem.
Doing SEO in-house can be a smart move. It can also quietly drain time, money, and momentum if you don’t understand what you’re signing up for. The difference comes down to expectations, resources, and timing, not tactics.
In this article, I’ll break down exactly what “SEO in-house” really means, what it costs beyond a salary, how long results realistically take, and when it makes more sense to keep SEO external or use a hybrid approach. You’ll learn how to spot the early signs that SEO is working, what most businesses underestimate, and how to choose the model that actually fits your stage of growth
What Is In-House SEO?
In-house SEO means SEO is handled internally by your team, not outsourced to an agency.
That could be:
One SEO specialist
A marketing manager who also “does SEO”
A content team expected to rank blog posts
A full SEO department (rare for most businesses)
Most companies start with one person.
That person is usually responsible for:
Content optimization
Technical SEO basics
Reporting and analytics
Working with developers
Educating leadership on SEO
That’s a lot.
SEO is not one job. It’s a system of multiple skills:
Technical SEO
Content strategy (blogs)
Authority and link building
Data analysis
CRO and UX alignment
In-house SEO often struggles not because people are bad, but because the scope is bigger than expected.
Why SEO Still Matters (And Why People Think It Doesn’t)
Let’s answer a common question directly:
Is SEO outdated?
No.
But SEO has changed, and many businesses haven’t.
SEO still matters because:
People still search before they buy
High-intent searches convert better than ads
Organic traffic compounds over time
Search traffic doesn’t disappear when ad spend stops
What is outdated:
Publishing blog posts without a strategy
Chasing keywords with no buying intent
Measuring success only by traffic
Expecting SEO to work without authority
SEO today rewards depth, consistency, and credibility, not shortcuts.
If you’re considering in-house SEO, you must accept that:
SEO is slower than Google Ads
SEO is harder than it used to be
SEO requires ongoing investment
But when it works, it becomes one of the most stable growth channels you can build.
Why Businesses Consider Doing SEO In-House
Most businesses consider in-house SEO for one of three reasons:
1. Control
They want SEO aligned tightly with:
Product
Sales
Messaging
Brand voice
In-house teams understand the business better than any agency ever could.
2. SEO Cost (Perceived)
Hiring one person feels cheaper than paying an agency monthly.
This assumption is where many businesses get surprised.
3. Long-Term Ownership
Some companies want SEO to become a core internal capability, not a dependency on vendors.
All three are valid reasons if the business is ready.
Is In-House SEO Worth It? The Real Cost Breakdown
This is the most misunderstood part of the decision.
On paper, in-house SEO looks cheaper.
In practice, it often isn’t.
Direct Costs of In-House SEO
Salary: $55,000–$100,000+
Benefits & payroll taxes
SEO tools (Ahrefs, SEMrush, Screaming Frog, etc.)
Training and conferences
Management time
And that’s for one role.
One person usually cannot:
Write content at scale
Fix advanced technical issues
Build authority
Analyze data deeply
Stay current on algorithm changes
So companies either:
Accept slower results
Burn out the SEO hire
Add contractors or tools
Quietly abandon SEO
This is why many articles emphasize hidden costs.
The cost isn’t just money; it’s opportunity cost.
In-House SEO vs SEO Agency
There’s no winner. Only trade-offs.
In-House SEO Pros
Deep brand knowledge
Faster internal communication
Full priority control
Long-term asset building
In-House SEO Cons
Limited skill coverage
Slower execution
High dependency on one person
Difficult hiring and retention
SEO Agency Pros
Multiple specialists
Proven systems
Faster execution
Less internal management
SEO Agency Cons
Less product immersion
Monthly retainers
Requires strong communication
Agencies are better at execution.
In-house teams are better at alignment.
What It Actually Takes for In-House SEO to Work
This is where most blogs stop being honest.
In-house SEO only works if certain conditions exist.
1. SEO Is a Priority, Not a Side Project
If SEO is:
“Something marketing should work on when there’s time”
It will fail.
SEO requires:
Consistent publishing
Ongoing optimization
Technical maintenance
Leadership buy-in
2. You Have Enough Volume
SEO needs momentum.
One blog post per month is rarely enough in competitive markets.
Successful in-house SEO teams:
Publish consistently
Update existing content
Focus on topic authority, not random keywords
3. You Can Implement Changes
SEO touches:
Website structure
Page speed
Content
UX
If changes get stuck in dev queues, rankings stall.
How Long Does SEO Take to Work?
This question comes up constantly for a reason.
Realistic Timelines
0–3 months: Foundation, indexing, early signals
3–6 months: Keyword movement, early traffic
6–12 months: Leads and revenue impact
In-house SEO often takes longer because:
Fewer resources
Slower execution
Competing internal priorities
Agencies compress timelines because:
Specialists work in parallel
Systems already exist
If your business needs quick growth, in-house SEO alone is usually not the answer.
How to Know If Your SEO Is Working
Many businesses quit SEO right before it starts working because they measure the wrong things.
Leading Indicators
Pages indexed
Keyword rankings improving
Content velocity
Technical issues decreasing
Lagging Indicators
Organic leads
Revenue from organic search
Conversion rates
If you only look at revenue early, you’ll think SEO is failing even when it’s progressing.
The Hybrid Model: Where Most Smart Companies End Up
Reddit discussions and agency case studies all point to the same trend:
Hybrid SEO works.
Hybrid SEO means:
Strategy stays in-house
Execution is supported by an agency
This gives you:
Brand alignment
Speed
Skill coverage
Risk reduction
Many companies start hybrid, then move fully in-house later.
A Simple Decision Framework
Ask yourself:
Do you need results fast?
Yes → Agency or hybrid
No → In-house may work
Do you already understand SEO?
No → Get help
Yes → In-house is more viable
Is SEO core to growth?
Yes → Invest seriously
No → Don’t half-commit
Final Answer: Should You Do SEO In-House?
In-House SEO Makes Sense If:
SEO is a long-term priority
You can afford proper talent and tools
You have leadership support
You’re patient
In-House SEO Does Not Make Sense If:
You want fast results
SEO is a side task
You lack internal expertise
Most businesses don’t fail at SEO because it doesn’t work.
They fail because they underestimate what it takes.
Closing Thoughts
SEO isn’t a yes-or-no decision. It’s a how and when decision.
Doing SEO in-house can absolutely work. But only when it’s treated like a real system, not a side project. It requires time, talent, tools, and patience. It means understanding that results compound slowly, that one person can’t do everything, and that progress is measured long before revenue shows up.
Digital Marketing Agencies bring speed and depth. In-house teams bring alignment and ownership. Hybrid models often bring the best of both. The right choice depends on your goals, your timeline, and how central SEO is to your growth strategy, not on what sounds cheaper or more appealing on paper.
The biggest mistake businesses make isn’t choosing the “wrong” SEO model. It’s underestimating what SEO actually takes to work. When expectations are realistic, and resources match the commitment, SEO becomes one of the most reliable, long-term growth channels a business can build.
If there’s one takeaway, it’s this: don’t ask whether SEO should be done in-house or outsourced. Ask whether you’re ready to invest in SEO the right way. The answer to that question will make the rest clear.
FAQ: SEO In-House
What is SEO in-house?
SEO in-house means managing SEO internally rather than outsourcing to an agency.
Is in-house SEO cheaper than an agency?
Sometimes initially, but often more expensive long-term when all costs are included.
Is SEO really worth it?
Yes — when done consistently and tied to business outcomes.
How long does SEO take to work?
Typically 6–12 months for meaningful results.
Is SEO outdated?
No. But shortcuts are.
Does Schulze Creative help with in-house SEO?
Yes. We at Schulze Creative help businesses decide whether SEO should be in-house, agency-led, or hybrid.
Can Schulze Creative support internal SEO teams?
Yes. Strategy, execution support, and training are common use cases.
Is Schulze Creative an SEO agency?
We act as a strategic partner focused on systems, clarity, and ROI, not generic SEO packages.
Who should work with Schulze Creative for SEO?
Businesses that want:
Clear expectations
Measurable outcomes
Practical execution
