[In a Harry Hill voice…]
So which is better? SEO consultant or SEO company?
There’s only one way to find out… FIGHT!
I’m joking, this is a stress-free zone, so there’s no need for any untoward behaviour.
The Definition of an SEO Consultant and SEO Agency
Before we launch into our analysis, I’m going to define each entity from my own perspective:
SEO Consultant
SEO consultants can just consult, but in my own twenty five years of experience, I consult and I implement the SEO tasks I recommend. So I’m going to approach this post from the point of view that SEO consultants can either just provide advice or offer both the advice and the work.
SEO Agency/Company
I’m using the words “agency” and “company” interchangeably because they’re different and the same in my eyes. SEO companies usually have more than one SEO practitioner and, as a company or agency, may offer other services too. Plus, by the very nature that they’re more than one person, there’s a bigger supporting structure, including the CEO/MD, maybe finance and HR departments, plus admin, support, and other creatives such as designers, PPC and social media professionals.
TL;DR: SEO Consultant or SEO Company?
If you wanted me to tell you quickly what I think then the top level comparison is like this:
SEO Consultant
- An Individual expert
- Usually works independently or as a freelancer.
- Tends to focus on strategy, audits, and recommendations.
- Full-service SEO consultants can also perform all the tasks to implement their recommendations.
- The most hands-on consultants can also conduct on-page and technical SEO plus content creation.
- Offers a more personalised service.
- Works in a more agile or dynamic capacity.
- Capacity is limited by their sole practitioner status.
SEO Company:
- Usually has a team of SEO specialists.
- Handles all the implementation, content creation, and technical SEO.
- Often offers a broader range of services, sometimes more than just SEO.
- More structured, and potentially more scalable.
- Is often more expensive.
If you want to make a decision on whether you wish to employ an SEO consultant or an SEO agency, then you’d have to come to your own conclusion based upon the pros and cons. So read on for the full insights into whether you should employ and SEO consultant or an SEO company.
Disclaimer
You may be thinking that, as an independent SEO consultant myself, I’m going to bang on about the advantages of a solo SEO expert over the SEO agency, but let me just make this early disclaimer:
Over the past eight years I was the digital marketing manager for Clever Marketing. I started as the sole digital marketer in that firm back in 2017 and managed to single-handedly perform all the SEO, PPC, social media, and content writing duties for a couple of years. I managed as much of the work as I could for nearly two years, generating leads and making too much business for my department of one.
At the tail end of the second year, I took on a Pay Per Click (PPC) manager to help me out with that side of the workload. Then after taking on as much work as we could without breaking (too much) we desperately needed more help. The digital marketing team of two experts eventually expanded to a team of four – two of us in each of the SEO and PPC sides of the department. We also added two account managers and two web developers as well, so the agency grew somewhat in my nearly eight years there.
At is4profit.com too (2000-2014), we designed and built websites, then SEO’d them. However, that business made sure not to call itself an agency as that was just one offering in its large stable of SME services.
So I’ve seen the digital marketing (SEO) agency side of things and since 2000 I’ve had a foot in both camps – being an independent SEO consultant for all that time while conducting SEO and other digital marketing duties across the same 25 years for small businesses, national charities, and global corporations.
There are pros and cons to each option, and I will try to ensure that I dwell more on the positives of either side as I am happy to suggest whichever is the most appropriate solution depending on the client’s needs – after all, the customer is king, right?
Here’s a quick but more in-depth analysis of each of the options. And it’s good to remember: The very best SEO consultants are able to do as much work if not more than some SEO companies. One SEO consultant with 25 years experience might have more expertise than an SEO company with four experts who each have 5 years’ experience.
1. Scope of SEO Services
SEO Consultant
There’s consulting as a singular top-level discipline, and then there’s consulting with the ability to carry out the recommendations:
- Primarily focuses on providing expert advice and strategic guidance.
- Conducts SEO audits, keyword research, competitive analysis, and develops SEO strategies.
- May also offer training and education to your team.
- Often, they will provide a road map/SEO strategy, but may not be able to actually implement all of the changes.
- Generally, they do not do content writing or link building unless they specialise in those areas.
- The most hands-on SEO consultants have the added benefit of making SEO changes, and content writing.
Paul Mackenzie Ross is an SEO consultant who will advise AND carry out all SEO work for you.
SEO Company
SEO companies tend to offer a more comprehensive suite of SEO services, including:
- Technical SEO implementation.
- On-page optimisation.
- Off-page optimisation (link building, outreach).
- Content creation and marketing.
- Performance tracking and reporting.
- They have the manpower to complete the tasks, that an SEO consultant recommends.
I’m still trying not to be biased here, but Paul Mackenzie Ross can do as much if not more SEO than some small digital marketing agency for half the price.
2. SEO Expertise and Specialisation
SEO Consultant
- May possess deep expertise in a specific area of SEO (e.g., technical SEO, e-commerce SEO, local SEO).
- Relies on their individual knowledge and experience.
- Can provide highly specialised and personalised SEO advice.
SEO Company
- Usually employs a team of specialists with diverse skills (e.g., technical SEO, content marketing, link building).
- Offers a broader range of expertise, but may not have the same level of depth in a specific area as a highly specialised consultant.
- Companies have the potential to employ SEO experts in every field of the discipline.
3. Cost and Budget
SEO Consultant
- Typically charges hourly or project-based rates.
- Can be more cost-effective for smaller businesses or those with specific SEO needs.
- The cost reflects the individual’s expertise.
SEO Company
- Usually charges monthly retainers or project-based fees.
- Can be more expensive due to the overhead of a larger team and resources (Office, supporting staff, etc.).
- The cost reflects the amount of work being done by the company (Output not outcomes).
4. Communication and Collaboration
SEO Consultant
- Often provides more personalised attention and direct communication.
- Can be more flexible and adaptable to your specific needs (Agile methodologies).
- Communication is usually with just the one person.
SEO Company
- You may have a dedicated account manager, but communication can be less direct.
- Offers a more structured and organised approach to project management.
- Communication can be with multiple people.
5. Scalability
SEO Consultant
- Limited capacity due to individual workload.
- May not be suitable for large-scale or rapidly growing businesses.
SEO Company
- Can scale services to meet the needs of larger businesses.
- Has the resources to handle complex SEO projects.
Reasons to Choose an SEO Consultant
- You need expert advice and strategic guidance.
- You have an in-house team that can implement SEO recommendations.
- You don’t have an in-house team BUT you have a full-service SEO consultant.
- You have a limited budget.
- You need highly specialised expertise.
- You want a more personal level of interaction.
When to Choose an SEO Company
- You need a comprehensive SEO solution.
- You don’t have an in-house SEO team.
- You have a larger budget.
- You need to scale your SEO efforts.
- You want a “done for you” service.
Conclusion
As mentioned, I’ve approached the SEO consultant role as being more than just a consultant, with the option of them being able to actually perform the SEO work they recommend. This may not always be the case, so you’ll need to confirm that.
The only reason I’ve done this is because, as an experienced SEO consultant myself, I also “roll my sleeves up” and very much “get stuck in” with the work that needs to be done. I’m a full-stack marketer so I can consult for you AND do all the work you need.
I’ve also experienced the distance from the client with an account manager in the middle. Whilst there are benefits to having a single point of content, there’s also the risk of not conveying the correct information between the customer and the implementation team. With an independent SEO consultant, they liaise direct with the client and can very quickly communicate, question, convey, and clarify.
To discuss your SEO project, call me on 01252 692 765 for a friendly chat about my full range of SEO services.