Search engine optimisation (SEO) has become an essential part of modern business strategy. Whether you run a small local company or a fast-growing enterprise, visibility on Google directly impacts your ability to attract customers and generate revenue. The challenge for business owners is deciding how to invest in SEO—should you hire an in-house team or partner with a specialised agency?
Both options come with advantages and drawbacks, but the key factor for most decision-makers is cost. Understanding the financial and strategic implications of each approach will help you choose the right path for sustainable growth.
Hiring in-house means recruiting employees dedicated solely to managing your SEO efforts. Depending on the size of your business, this may include one SEO specialist or an entire digital marketing team.
● Control and Accessibility: Direct communication with team members daily.
● Alignment with Brand: Staff are fully immersed in your business culture and goals.
● Long-Term Consistency: Dedicated focus on your website’s SEO without competing client demands.
● High fixed costs, even if results fluctuate.
● Limited expertise—one person cannot cover all aspects of SEO (technical, content, outreach, local).
● Risk of slower adaptation to industry changes if training is neglected.
A search engine optimisation agency operates differently. Instead of hiring employees, you contract an external partner that provides specialised expertise.
● Diverse Expertise: Agencies employ specialists in technical SEO, content strategy, link building, and analytics.
● Scalability: Easily increase or reduce services based on your business needs.
● Up-to-Date Practices: Agencies stay competitive by constantly learning and adopting the latest strategies.
● Cost Efficiency: Access to premium tools and resources without direct subscription costs.
● Less direct control compared to in-house staff.
● Possible misalignment if communication is weak.
● Agencies manage multiple clients, which may affect responsiveness if not well structured.
Let’s break down the typical financial implications for a mid-sized business in Melbourne.
● SEO Specialist Salary: $80,000–$100,000 annually.
● Benefits and Overheads: +25–30% of salary.
● SEO Tools: $10,000–$15,000 annually.
● Training and Development: $5,000–$10,000 annually.
Estimated Annual Cost: $120,000–$150,000 for a single SEO professional. For a team of two or more, costs double or triple.
● Retainer Fee: $3,000–$6,000 monthly depending on scope.
● Total Annual Cost: $36,000–$72,000.
For less than the cost of one full-time employee, an agency provides access to a team of specialists and a full stack of tools.
While the numbers favour agencies in terms of affordability, the value extends beyond cost savings. Working with an agency ensures accountability—contracts are tied to deliverables and performance. Agencies are also incentivised to prove ROI, which may not be as clear with internal teams.
Additionally, agencies provide flexibility. If your needs change, you can scale services up or down without the challenges of hiring or restructuring staff.
For many businesses, the deciding factor isn’t just cost but the ability to remain competitive. Agencies offering SEO services in Melbourne bring local expertise, market insights, and proven strategies tailored to your region. This gives businesses a distinct advantage over competitors relying on limited in-house resources.
Despite the cost, in-house SEO may still be the right choice for certain businesses:
● Large enterprises with significant budgets.
● Companies requiring constant oversight of multiple digital campaigns.
● Brands with sensitive data or industries where confidentiality is paramount.
In these cases, a hybrid model—an in-house strategist supported by an agency—often provides the best of both worlds.
For small to mid-sized businesses, agencies almost always offer better ROI. They deliver broad expertise at a fraction of the cost of maintaining an internal team. Agencies also adapt quickly to industry trends, ensuring you remain competitive in search rankings.
As AI tools reshape keyword research, content optimisation, and predictive analytics, the complexity of SEO will only grow. Agencies are better positioned to adopt these tools early, making them an essential partner for businesses that want to stay ahead.
In-house teams may struggle to justify the additional investment in AI-powered platforms, further tilting the cost-benefit balance toward agencies.
The choice between hiring an in-house SEO team or partnering with a search engine optimisation agency comes down to cost, expertise, and flexibility. While in-house teams offer control and consistency, the financial commitment is high and expertise may be limited. Agencies, on the other hand, deliver cost-efficient, scalable, and up-to-date strategies that help businesses grow.
For most companies, especially small and mid-sized enterprises, the agency model provides the best balance of cost and value. By investing in professional SEO services in Melbourne, business owners can ensure their websites are optimised for visibility, conversions, and long-term success without the heavy overheads of an in-house team.
