Why Outsourcing SEO Can Fail and How To Avoid Common Mistakes

Outsourcing search engine optimization (SEO) allows you to cut overhead costs, improve efficiency, and let your internal team focus on core business activities and other more high-stakes work.

It’s an excellent option for companies to improve their organic search traffic or even digital marketing agencies that want to offer a broader service package. 

But the truth is that it’s not foolproof. 

Without the right preparation, outsourcing SEO can lead to disappointing results, wasted budgets, and even long-term damage to your website’s reputation. 

This article will explore the reasons businesses decide to outsource SEO, some common mistakes, and tips on how to ensure success. 

Why Businesses Choose To Outsource SEO

Businesses often find themselves at a crossroads when deciding how to manage their SEO strategies. It requires a specialized skill set, which can be both time-consuming and costly to develop in-house. Here are some of the reasons they opt to outsource SEO:

Cost efficiency

Hiring an in-house SEO team can be extremely expensive, considering the salaries, benefits, and continuous training costs needed to keep up with always-changing search engine algorithms. 

Outsourcing is often the more cost-effective choice, especially if you’re hiring SEO specialists from regions like Latin America, where the lower cost of living keeps salary expectations down. 

Access to expertise

SEO agencies and specialists have extensive experience and understand various industries and markets. These seasoned professionals have access to advanced SEO tools and stay up to date with the latest industry trends and algorithm changes. 

Flexibility and scalability

Outsourcing SEO provides flexibility for businesses of all sizes. Whether you need a comprehensive SEO strategy or specific short-term optimizations, you can adjust efforts in response to market conditions or business growth. 

Faster results

SEO results can often take a long time to appear, given the slow-moving nature of search engine rankings. Specialists have tested processes and proven strategies that help avoid the trial-and-error period that an in-house team might experience. 

Comprehensive services

Many professional SEO service providers offer a full suite of related services, including content creation, link building, and technical SEO. This all-in-one approach ensures consistency and coherence, leading to a more robust, effective strategy. 

Common Pitfalls of SEO Outsourcing

While there are obvious benefits of SEO outsourcing, it also comes with its own set of challenges. Without proper due diligence and a well-thought-out strategy, you can fall into several common traps. Here are some potential mistakes to be mindful of:

Choosing a provider based on cost alone

Cost efficiency is one of the primary reasons businesses outsource SEO, but making a decision purely based on the lowest price can be detrimental. Low-cost providers may lack the expertise, experience, and resources to implement effective SEO strategies. 

Inadequate and outdated practices can result in subpar SEO performance or, worse, penalties from search engines for noncompliance. Evaluate the quality of SEO outsourcing services, not just the price tag. 

Lack of communication

Effective SEO requires ongoing collaboration and transparent communication between you and the SEO service provider. A lack of effective communication can lead to misunderstandings, misaligned priorities, and delayed results. 

To avoid this, establish clear communication channels and schedule regular updates or meetings to review progress and address any issues.

Not aligning SEO efforts with your goals

Every business has unique objectives and target audiences, and SEO strategies should align with these specific marketing goals. If an outsourcing provider does not take the time to understand your business, market, and objectives, the SEO efforts may not yield the desired outcomes. 

Unrealistic expectations

SEO is a long-term strategy. Expecting immediate results can lead to frustration and disappointment. Some agencies may promise quick wins to secure your business, but sustainable SEO improvements take time and consistent effort. 

Set realistic expectations and understand that patience results in genuine, long-lasting improvements.

Overlooking local SEO

For businesses with a physical presence or those targeting specific geographic areas, local SEO is crucial for attracting nearby customers. Some SEO agencies may focus solely on broad, national strategies, overlooking the importance of local optimization.

Find a provider that understands the significance of local SEO and incorporates it into their strategy to improve visibility in local search results.

Choosing an unreliable provider

Not all SEO partners are created equal. Some may lack the experience, expertise, or ethical standards necessary to deliver effective results. Partnering with an unreliable provider can lead to wasted resources and potential harm to your website’s reputation.

Google’s spam policies list several unethical techniques that will result in search penalties, including practices like:

• Cloaking: Presenting one page (often overstuffed with popular keywords) to a search engine and another to the visitor
• Doorways: Creating multiple pages that rank for similar search queries, delaying users from accessing the final valuable destination
• Expired domain abuse: Purchasing an expired domain to host content with no value just to manipulate search traffic
• Hacked content: Placing content through a security vulnerability without permission
• Hidden text or links: Publishing content that is not easily viewable by human visitors, like white text on a white background

Keyword stuffing, link spam, and creating large amounts of unoriginal content are all other ways that Google will punish your site—and hallmarks of unethical SEO providers. 

How To Ensure Successful SEO Outsourcing 

Outsourcing your SEO can be a great strategic decision for your business, but its success hinges on a well-structured approach and vigilant management. Following these critical steps will help ensure that your SEO outsourcing endeavors are fruitful and aligned with your business goals.

Set clear goals and KPIs

When engaging with an SEO agency, it’s essential to define what you want to achieve. Clear, specific goals provide direction and help measure the success of your SEO efforts. Along with setting goals, establish key performance indicators (KPIs) that will help track progress. Examples of KPIs include:

• Organic search traffic growth
• Keyword rankings
• Bounce rates
• Lead generation metrics

Concrete goals and KPIs create a framework for accountability and performance assessment.

Thoroughly vet providers

Selecting the right SEO provider is one of the most critical steps in outsourcing. Perform comprehensive research and due diligence before making a decision. Review the providers’ portfolios, case studies, and testimonials from previous clients to gauge their expertise and track record. 

Seek recommendations from industry peers and look at their standing within the SEO community. Importantly, ensure that their approach aligns with your business values and goals, verifying that they use ethical, white-hat SEO practices to avoid potential penalties.

Maintain active oversight

Outsourcing does not equate to handing over control entirely. Maintaining active oversight is crucial to ensure that the SEO activities stay aligned with your objectives and are executed effectively. 

Designate a point of contact within your organization to liaise with the SEO provider. This person should regularly monitor progress, address questions, and provide necessary input. Active involvement helps preempt misunderstandings and ensures the work reflects your business’s evolving needs and marketing strategies.

Regular reporting and performance reviews

Ensure that your SEO partner provides detailed reports outlining key metrics, progress toward KPIs, and any changes made to the strategy. These reports should be clear, transparent, and understandable, allowing you to gauge the real impact on your business. 

Conduct frequent performance reviews to discuss outcomes, challenges, and future strategies. This collaborative approach fosters continuous improvement and allows for adjustments based on performance data and evolving business objectives.

What To Look for in an Outsourced SEO Provider

Choosing the right SEO provider is crucial to the success of your outsourcing efforts. Here are some essential qualities and attributes to look for:

• Proven track record: Look for providers with a history of delivering successful SEO campaigns. Check client testimonials, case studies, and references.
• Transparent practices: They should employ white-hat SEO techniques and provide clarity about their strategies and methods.
• Customizable services: Opt for a provider that offers tailored solutions aligned with your unique business goals and market needs.
• SEO industry knowledge: The provider should stay updated with the latest SEO trends, tools, and algorithm updates to ensure your strategies remain effective.
• Client-focused: They should understand your business, SEO goals, and target audience to offer customized advice and services.

By considering these factors, you can make a more informed decision and choose an SEO provider capable of driving meaningful, sustainable results for your business.

Final Thoughts

Outsourcing SEO can be a strategic move that enhances your business’s online visibility, drives organic traffic, and frees up internal resources for other critical tasks.

However, the SEO journey is not without potential pitfalls that can lead to disappointing outcomes if not managed carefully. Your choice of SEO provider can make or break your efforts. 

For additional tips on selecting and managing SEO providers, check out our top strategies to hire SEO specialists who can boost your search rankings.