According to recent estimates, over $80 billion is spent on search engine optimization (SEO) services every year, with most brands assigning at least 10% of their overall marketing budget to SEO.
If you’re in the market for SEO services, you’ve no doubt come across your fair share of agencies and consultants all vying for your 10%. But what exactly is the difference between the two?
SEO Agencies vs SEO Consultants
SEO agencies and consultants provide similar services. Both work with businesses and entrepreneurs to provide a range of services with a view to improving search engine rankings.
The difference lies in their approach, which could impact everything from cost to suitability.
What Does an SEO Agency Do?
An SEO agency provides in-house services that include everything from audits to planning and content creation.
They will have their own in-house team of SEO experts, writers, editors, and designers but may also outsource some of the work.
You tell the agency what you need, and they get it done.
SEO agencies are generally much bigger than SEO consultants, so they typically have more clients on their books and may not provide the level of personalization needed. But that only really applies to the biggest agencies with the largest client lists—a smaller boutique agency can still offer a personalized and dedicated service.
Pros of Hiring SEO Agencies
They Offer a Complete Service
You can tell the agency what you need, and they will provide it.
If you want a hands-off approach, it’s a good solution. It might not always be the cheapest or best, but as noted above, there are agencies of varying sizes and skill levels, and just because you’re working with a big company that provides a range of services doesn’t mean you won’t get dedicated support or one-on-one assistance.
They are Easier to Hire
There are a lot of SEO agencies out there, and most of them are happy to accept new clients.
You’re dealing with a large team that’s ready to scale, so it’s rare to encounter an agency with a full book of clients.
It’s also easier to find and compare SEO agencies. They’ve worked with a lot of clients, so you’ll find plenty of reviews and testimonials.
They Are Consistent
SEO agencies have worked with many clients across various industries.
They know what it takes to help brands like yours and can show you examples of where they have succeeded in the past, while also giving you a good idea of what they can do for your company.
Cons of Hiring SEO Agencies
It’s Not as Personalized
Although smaller SEO agencies can provide a dedicated, personalized service, that’s not true across the board.
In some cases, you’re just another number—if you’re not happy with the results and don’t want to renew the contract, they’ll just find another client to replace you.
If you’re anxious about where and how your money is spent and prefer to know where every dollar is going, you may struggle with the anonymity of an SEO agency.
The Quality May Be Lower
All SEO service providers are results-driven, and some don’t care how they get those results.
If they think they can get you to the top of Google using cheap, outsourced writers and editors, they’ll do it. You’ll get the results—potentially—but it could be to the detriment of your brand.
It stresses the need to research in advance and find a company that promises quality content and a meticulous approach.
They May Struggle with Nuance
Agencies work on averages. They know what it takes to get a business like yours to the top of those search rankings, and they adopt a standard approach to get there.
But you’re not just any other company. You have a USP. A unique voice. And that might get lost in the process.
What Do SEO Consultants Do?
SEO consultants work in much smaller teams and provide a highly specialized service. They are skilled and vastly experienced SEO experts who can highlight issues within your SEO strategy and recommend a course of action.
You’re hiring an expert, not a large content creation team, so they are usually cheaper. At the same time, however, they are limited in scope and can’t provide the breadth of services offered by an agency.
However, an SEO consultant can still recommend specific service providers and assist with hiring and implementation.
Pros of Hiring SEO Consultants
You’re Working with an Expert
With an SEO consultant, you’re dealing directly with an individual who knows the business inside and out. They can typically provide a more dedicated and personalized service.
They Will Get the Nuances
An SEO consultant will consider the unique aspects of your business and ensure these are accommodated throughout each step of the process. Whether it’s your USP, product, or industry, all elements are considered when creating an SEO strategy.
One-on-One Support
An expert can provide a level of support and care not always available through an SEO agency. They will be there to plot and plan, as well as to reassure and update.
Cons of Hiring SEO Consultants
Time and Availability May Be Limited
While SEO consultants usually offer a high level of personalization and support, there are only so many hours in the day, and they won’t be available at the drop of a hat.
What’s more, they will be limited regarding how many clients they can accept, so you might find yourself on a waiting list.
They Are Driven by their Own Experiences
If you know best and always want things your way, you may struggle with an SEO consultant. They are serious about their craft and understand it better than anyone.
The consultant will have a clear path for your business, and it may be difficult to change that course. They likely won’t accommodate any micromanaging—you’re hiring an expert, not an assistant, and that requires some lenience on your behalf.
Summary: The Difference Between SEO Agencies and SEO Consultants
An SEO agency is a large agency that incorporates many specialists and can provide the majority of the services you need, albeit without the level of care and attention offered by a consultant.
Consultants are highly skilled and knowledgeable but can’t necessarily provide everything that you need.
Consultants may be best if you run a small company or like to participate in the strategizing and content creation process. SEO agencies, on the other hand, are best for brands that want to leave all the planning and creating for someone else.
Bear in mind that consultants and agencies come in all shapes and sizes—there are consultants leading small teams that can subcontract or even create your content, and there are smaller agencies that provide a more personalized approach.
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