SEO program models

Building a Strong SEO Foundation for Long-Term Success

The most crucial decision in SEO? It’s the foundation you build on. Without the right base, even the best SEO efforts might crumble. Here are three questions that will shape the future of your SEO program:

  1. Talent. Does your SEO lead have the skills to make things happen?
  2. Strategy. Is there a solid plan for growth, both short- and long-term?
  3. Replication. Can the team leader pass on their magic to others?

If you answered “no” to any of these, your SEO program might struggle. A successful SEO setup relies on skilled leaders who know how to fix what’s broken, plan for the future, and share their expertise.

Popular Models for Building an SEO Program

So, you’ve decided to build an SEO program. Great! Now, let’s explore four common approaches.

Before we explore the four, there is a fifth…

Option Zero: Do Nothing

Yes, this is a strategy! Some leaders are so busy with other goals that they put SEO on the back burner and hope search engines will magically rank their site. Spoiler alert: they probably won’t. Without SEO, many businesses rely on costly paid ads to get traffic.

Some companies also assign SEO to teams like IT or marketing, hoping it’ll somehow work. Others shy away from SEO because they’ve had bad experiences in the past. But if your goal is brand visibility and traffic, you’ll want to try again. SEO isn’t what it was 20 years ago, but one thing hasn’t changed: to see results, you need a strategy.

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Option One: The ”Hire A Guy” Route

The classic “hire a guy” approach means you bring in an SEO expert—usually someone a leader knows or found online. This solo SEO pro takes charge and starts working on the program without too much interference. Leadership can return to other duties, trusting the SEO is in good hands.

Pros:

  1. One person can move quickly and focus on getting things done.
  2. No team drama or needing to get everyone’s buy-in.
  3. Total focus on SEO with no competing priorities.

Cons:

  1. With one person calling the shots, there’s no one to challenge ideas. If they’re wrong, it could get ugly.
  2. If the expert leaves, the program might come to a screeching halt.
  3. Working solo can get lonely, with no one around to bounce ideas off of.

Bottom Line: This approach works for startups or companies on a tight budget. But make sure this one person has the chops to run your SEO, because you’re betting big on them.

Learn more about the challenges of Trusting Your SEO Program to One Person.

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Option 2: The In-House Team

For companies where SEO is mission-critical, building an in-house team makes sense. You’ll have multiple people handling strategy, content, and technical SEO—all dedicated to your success.

Pros:

  1. A team brings diverse ideas and skills, leading to richer strategies.
  2. More hands mean more projects get done faster.
  3. In-house teams know your company and industry, so they’re aligned with long-term goals.

Cons:

  1. Finding a leader who’s skilled in both technical SEO and team management is tough.
  2. Building a team is pricey—especially if you want real talent.
  3. As the team grows, your top leaders may spend less time on hands-on SEO work.

Bottom Line: An in-house team is often the best choice for companies where organic traffic is a major revenue driver. Just make sure you have the budget and leadership to support them.

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Option Three: Outsource to an Agency

Big budgets often mean big agencies. Outsourcing to an SEO agency lets you tap into specialized expertise without the hassle of hiring and training.

Pros:

  1. Agencies bring larger teams with specialized skills.
  2. They often have established processes to get results quickly.
  3. If things go south, you can always fire the agency and move on.

Cons:

  1. Some agencies look bigger and better on paper than they are in practice.
  2. High staff turnover can mean frequent changes to your account team.
  3. Agencies can’t match the level of knowledge or investment an in-house team has in your business.

Bottom Line: A good agency can skyrocket your SEO success. But a bad one? Well, that’s a costly mistake. Make sure you vet agencies thoroughly.

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Option Four: The Hybrid Option

The hybrid model combines an in-house SEO expert with agency support. Your in-house team handles strategy and oversight, while the agency does much of the hands-on work. It’s the best of both worlds if you can afford it.

Pros:

  1. Your in-house expert ensures the agency’s work aligns with company goals.
  2. The agency handles the heavy lifting, letting your in-house team focus on big-picture strategy.
  3. If the agency underperforms, the program keeps running with your internal expert at the helm.

Cons:

  1. It’s the most expensive option.
  2. Success depends on solid alignment between the in-house team and agency.
  3. The in-house team can become overly dependent on the agency.

Bottom Line: For companies with ambitious goals, a hybrid model is a powerful option, as long as you have the budget and can keep everyone on the same page.

Final Thoughts

There’s no one-size-fits-all solution in SEO. Each model has its strengths, and the right choice depends on your company’s goals, budget, and tolerance for risk. But one thing is clear: having an experienced person on board who can help steer your SEO decisions can save you a lot of time, money, and headaches.

Need help finding the best path forward? I’ve worked with all these models, and I can help you make a choice that aligns with your needs and goals. Let’s talk about the best way to kickstart your SEO success—without the trial and error.