By John Eberhard
For many small businesses, search engine optimization (SEO) can be one of the most cost-effective ways to generate new customers. But there is an important question business owners have to answer: Should you handle SEO yourself or hire an SEO agency?
The answer depends on your budget, competition, available time, and how important Google search traffic is to your business.
SEO Has Become More Complicated
Years ago, SEO was relatively straightforward. Add the right keywords to your website, build some links, and publish content regularly.
Today, successful SEO can involve keyword research, technical SEO, website speed, mobile usability, content development, internal linking, backlinks, local SEO, Google Business Profile optimization, structured data, and conversion optimization.
Search is also changing because of artificial intelligence. Businesses now have to consider not only traditional Google rankings but also how their company and content may appear in AI-generated search results.
Keeping up with all of this can be difficult for a small business owner who already has a company to run.
What Does an SEO Agency Do?
A good SEO agency should start by determining what potential customers are actually searching for (keyword research). There is little benefit in ranking #1 for a keyword that almost nobody uses.
The agency can then evaluate your website and identify problems that may be preventing it from ranking well.
SEO services commonly include:
- Keyword research and competitive analysis
- On-page optimization (write metatag titles and descriptions for each page)
- Technical SEO
- Content creation and optimization
- Local SEO (Google Business Profile)
- Link building and authority development
- Tracking rankings, traffic, leads, and conversions
Most importantly, an SEO agency should develop a strategy based on your particular market rather than simply performing the same monthly activities for every client.
Can You Do SEO Yourself?
Absolutely. There is no rule saying a small business has to hire an SEO company.
If you operate in a market with relatively little competition, basic SEO may produce good results. A business owner or employee can learn keyword research, optimize pages, publish useful articles, and maintain a Google Business Profile.
The problem is time.
Learning SEO is one thing. Consistently performing all the work necessary to compete against businesses that are actively investing in SEO is another.
If an owner spends 10 or 15 hours every month working on SEO, it is worth asking whether those hours would be more valuable spent running and growing the business.
How Much Should Small Business SEO Cost?
SEO pricing varies tremendously. A local business targeting one geographic area might need a relatively modest campaign, while a company competing nationally could require thousands of dollars per month.
Be cautious of companies promising guaranteed #1 Google rankings or extremely inexpensive packages involving hundreds or thousands of backlinks. Poor-quality SEO can accomplish very little and, in some cases, create problems that have to be corrected later.
Instead, ask prospective agencies what they will actually do each month, what keywords they plan to target, how they measure results, and how their strategy will generate leads—not simply traffic.
So, Should You Hire an SEO Agency?
If Google is an important source of potential customers and your market is competitive, hiring an experienced SEO agency can make sense.
The goal shouldn’t simply be to “do SEO.” The goal should be to increase your visibility when potential customers are actively searching for the products or services you provide.
For many small businesses, that makes SEO less of an expense and more of a long-term investment in generating new business.
Get a free consultation on SEO for your small business. Contact Real Web Marketing at 661-441-2429 or fill out a form here.
