Unpopular opinion: a lot of what made SEO what it was in the past is not SEO any longer. Also, a lot of the old techniques and tactics are not just ineffective nowadays but will get you a penalty.
SEO has changed fundamentally. Nowadays, the main focus of SEO is to focus on long-form queries that will get results to show up in answer engines. Or rather, the focus of SEO is on forming good content, regardless of whether the goal is clicks, time on page, or conversions.
This places SEO at a unique crossroads. No more are links and domain authority the primary drivers of traffic and organic presence. It’s all about content, and it is becoming more and more that way.
This has some businesses wondering – does it even make sense to hire an eCommerce SEO agency at this point, or is it better just to hire an experienced copywriter and technical SEO guy in house?
It all comes down to expenses, in-house resources and bandwidth.
You Should Hire an In-House SEO Specialist If…
There are three good occasions when you should shoulder the burden of organic marketing in house. Of course the most important prerequisite is that you have the resources to do it – in terms of money.
If you can afford it, go for it. The other time you should definitely hire a specialist in-house is if you are in a very specialized market the fine details of which are difficult to understand. If content production can’t be outsourced, then neither can SEO and you should hire a copywriter or content producer in-house.
But here’s the critical note: if you hire an SEO expert to work directly on your team, he or she absolutely must be thoroughly, intimately familiar with your industry and be able to speak about it, as well as about what you sell or offer, with not only convincing, but genuine authority.
Lastly, commit to hiring an SEO specialist in-house if the changes that have made content important to SEO are not new to your industry. If your industry has always been dominated by authorities that publish quality, make it a point to hire a specialist.
With that being said, it doesn’t mean this avenue will work for all businesses.
You Should Hire an eCommerce SEO Agency If…
On the flipside, there are occasions when it still makes sense to hire an SEO agency. There are two primary considerations.
One is that you don’t have the money to hire a whole new employee to your team. In that situation it makes sense to outsource.
The other condition is one in which content, while still important, is not the main thing that differentiates your website. If anyone can learn about what you sell in a few days, then let an agency handle it. They’re there to do a good job anyway.
There is one critical caveat here, though. If you’re going to hire an agency it is an utmost imperative that they have a team of writers on-staff that can demonstrate an ability to produce page-one results, just through their copy – no links, no technical nonsense, none of that
Be absolutely positive you have justifiable reason to believe that the eCommerce SEO agency you hire will perform – and specifically in terms of copy production.
One more thing: you’ll want to find them on page one of the SERPs. They’re selling SEO services, so they should show up on page one for something. It might be a competitive industry but there’s always room and the bottom line is this: if they’re not on page one, don’t hire them.
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