If you’re like most small business owners I’ve worked with, digital marketing often hovers somewhere between “urgent” and “overwhelming” on your to-do list. Maybe you’ve dabbled with SEO articles yourself, or maybe you’ve got a marketing coordinator who toggles between social posts, website updates, and answering phones. But sooner or later, the question comes up: does it make more sense to find a dedicated SEO freelancer, or keep plugging away in-house?
Why This Decision Deserves Real Thought
SEO isn’t just a checkbox; it’s the engine that drives qualified visitors—and ultimately, sales—to your website. Whether you’re a dog groomer, an accountant, or run a chain of local delis, good SEO makes you visible to the exact people looking for what you offer. But the road to ranking well is paved with technical tweaks, constant updates, and a healthy dose of strategy. How you resource those tasks—freelance, staff, or a blend—can determine how quickly (and effectively) you grow online.
The Real Pros and Cons of In-House SEO
Let’s get honest: keeping SEO in-house sounds tempting. You know your business inside and out, and in theory, no one brings more passion to your brand. But there’s more to the decision than loyalty.
- Control: You can tweak copy and site changes on the fly, no waiting.
- Deep Brand Knowledge: Your team lives and breathes your business voice and priorities.
- Resource Trade-Off: SEO is time-intensive.
- Researching keywords, writing, technical updates—they all eat into hours that might otherwise be spent closing sales or serving customers.
- Continuous Learning: SEO moves fast. Google tweaks its algorithm hundreds of times per year. For in-house folks stretched thin, keeping up isn’t easy.
- Cost: Hiring an in-house SEO or content pro typically means $40,000+ per year (not counting benefits, taxes, and tools). That’s a big commitment, especially if SEO is only part of their job.
What Makes a Great SEO Freelancer Worth It?
If you’ve never worked with an SEO freelancer, it can be daunting. The good ones bring a mix of technical know-how and strategic thinking you’d expect at a much bigger agency—just focused in, and without the layers of project management or upcharges. Here’s why hiring a skilled freelancer often makes sense for small businesses and agencies alike:
- Specialized Skills: Experienced freelancers live in the trenches of algorithms and design trends, often mastering exactly the improvements your site desperately needs.
- Flexibility: You can ramp up for a big launch, then dial back or switch focus as priorities change—no annual salary commitments.
- Cost-Effectiveness: For many projects, freelancers offer much lower total cost (and less risk) than a full-time hire. Instead of $3,500/month for an employee, you might solve a pressing SEO problem for $500–$2,000.
- Short Engagements: Site migration? Technical audit? Freelancers shine for these “fix it and move on” projects.
SEO: In-House vs. Freelancer—How to Decide?
The right answer depends on what you need, your budget, and your appetite for direct involvement. Here’s how I coach clients to honestly size up their situation:
Key Scenarios Where In-House Makes Sense
- Your business relies on a huge, constantly-updated website (think: e-commerce with hundreds of products).
- You already have a team member with technical chops and available bandwidth to learn the ropes—and you’re prepared to invest in their training and the right SEO tools.
- Maintaining tight control over your online voice, brand, and security is a must—for example, if you’re handling private client data.
When to Go Freelance
- You’re maxed out and need results fast without adding to payroll.
- Your site is stuck in search results limbo and you need an expert eyes-on audit.
- Time-sensitive projects are looming—like a redesign or location expansion.
- You’re a marketing agency or consultant seeking white-label SEO help to support your own clients (this is a sweet spot for us at Alkalyne Solutions—here’s how we partner with agencies).
- You want ongoing support, but not a 40-hour-a-week commitment. Many of my long-term clients start with a project, then keep me on monthly for tune-ups, tracking, and tweaks.
Comparing Costs the Smart Way
Forget generic charts—here’s a look at cost factors I see “in the wild” with small businesses and agencies:
- In-House: Salary for someone with real SEO skills is rarely under $40,000/year in most markets. Add payroll taxes, training, and $1,200+/year for pro tools. And if you hit a turnover snag, it’s not unusual for recruitment costs to hit five figures.
- Freelancer: $75–$150/hour is typical for U.S.-based specialists with proven results, but many projects are quote-based: technical audits ($500–$2,000), site migrations ($1,500+), local SEO optimization ($500–$1,500/month depending on scope).
- Hidden Costs: In-house teams sometimes “borrow” time from other roles (reception, admin, etc.) slowing progress elsewhere; with freelancers, you pay for what you need, when you need it.
Skill Gaps: Where an Outside Perspective Helps Most
If there’s one thing my clients say over and over, it’s this: sometimes you don’t know what you don’t know. Here are a few areas where even a few hours with a freelancer can be game-changing:
- Technical SEO: Is your site slow or not showing up for key searches? Fresh eyes can untangle crawl errors, broken links, or behind-the-scenes code issues you’d never spot on your own.
- Content Strategy: Knowing what topics and keywords actually matter in your market isn’t always obvious. A freelancer can deliver actionable keyword research and real-world ranking plans.
- Local SEO: For shops, restaurants, and regional service providers, optimizing Google Business Profile and local citations can make the phone ring—quickly.
- Website Redesign: Migrating to a new site without tanking search rankings takes meticulous planning and technical skill. (Trust me, I’ve seen horror stories when people wing it!)
Considering a Hybrid Approach? (It’s More Common Than You Think!)
Many growing companies—especially those between solo shops and large firms—blend regular in-house effort with specialized outside help. Maybe your team updates product descriptions and posts news, but you bring in a freelancer for quarterly audits, speed fixes, or launch support.
- This approach avoids burnout for your team and ensures the harder technical tasks are handled by someone who spends all day, every day, fixing exactly those issues.
- Plus, it’s scalable. As your needs change, you can adjust hours, scope, or bring in different freelance specialists as needed—far easier than HR paperwork for every little project.
How to Make the Right Choice—A Simple Checklist
- Audit your current approach: Is what you’re doing now getting results? Check your Google Analytics, Search Console, and lead volume—regularly.
- List out skills needed vs. skills available: Can your team do technical audits, on-page fixes, content planning, and reporting? If not, where exactly are the gaps?
- Assess resources and urgency: Can you carve out several hours a week for someone in-house to get deep into SEO? Or is this going to be another sideline task?
- Test the waters: Start with one freelance project. Many clients I work with are surprised how painless and productive the process is when we focus on a clear goal.
Real-World Analogy: Think of SEO Like Home Repairs
I often tell business owners to think of their website like a house. You might handle mowing the lawn or painting a room, but when there’s an electrical issue behind the walls, you call a pro. SEO is much the same—a combination of regular upkeep and occasional expert intervention.
Bottom Line: It’s About Results, Not Just Headcount
There’s no shame in keeping marketing in-house, if you have the skills and time to do it right. But if your plate is overflowing or things feel stagnate, partnering with an SEO freelancer (or a hybrid setup) frees you up to focus on what you do best—serving your customers. Whichever route you choose, make sure it aligns with your business goals, resource realities, and the level of control you need to feel confident online.
If you’re struggling to decide—or just want an honest assessment of your current SEO, no strings attached—I’m always happy to help you map out next steps. Reach out at Alkalyne Solutions and let’s turn your online presence into your strongest asset.
