How To Outsource SEO & Maximize Search Potential

Managing and improving your search visibility doesn’t have to be overwhelming. While maintaining a search-first marketing strategy can feel challenging when you’re responsible for several marketing channels, outsourcing search engine optimization (SEO) can lighten the load and improve your chances of success.

However, there are right and wrong ways to do this. In this article, I’ll help you understand the pros and cons of SEO outsourcing, how to choose the right partner, and ways to get the most out of an outsourcing relationship.

What Is SEO Outsourcing?

SEO outsourcing is the practice of hiring external experts to manage search engine optimization tasks including keyword research, content creation, technical SEO, and link building for your business or agency.

By outsourcing SEO services, you can scale efficiently, tap into specialized expertise, and improve your website’s visibility in search engines, all without the overhead of building an in-house team

For example, if you want to focus on content creation without getting bogged down in all the technical details of planning, you can outsource the research step. A skilled SEO partner not only has the expertise to find you new topics to write about but can also discover the best keywords to target and ways to beat your competition.

Specific SEO Services You Can Outsource

Understanding which aspects of SEO you can outsource helps you make informed decisions about your partnership scope:

• SEO Competitor Analysis: Want to know what your competitors are doing to outrank you? SEO agencies have the specialized tools, data, and know-how for comprehensive competitive research and strategy development.
• SEO Keyword Research Services: High-quality content gets you nowhere if people aren’t searching for your topic. However, there’s an art to finding keywords that bring traffic without high competition, including long-tail keyword identification and search intent analysis.
• SEO Content Optimization: Is your existing content not performing as well as you’d hoped? An SEO agency can tweak it to boost performance through on-page optimization, content restructuring, and semantic keyword integration.
• Technical SEO Services: This includes site speed optimization, mobile responsiveness, crawlability improvements, and schema markup implementation that requires specialized technical expertise.
• SEO Link Building: Finding backlink opportunities is one of the most challenging aspects of SEO, so it’s worth partnering with an agency that understands outreach, relationship building, and earning high-quality links.
• Local SEO Services: For businesses with physical locations, agencies can optimize Google Business Profiles, manage local citations, and implement location-based optimization strategies.
• International SEO: Expanding globally requires hreflang implementation, multi-language content optimization, and understanding of regional search behaviors.
• SEO Site Migration: Protect your hard-won equity and rankings with website migration support.
• Web Implementation Services: No need to edit your robots.txt file, apply hreflang tags, or implement breadcrumb navigation yourself when an SEO agency can help you implement SEO recommendations.

How AEO Changes the Outsourcing Landscape

The search landscape is rapidly evolving beyond traditional search engines. Answer Engine Optimization (AEO) represents the next frontier in search visibility, optimizing content for AI-powered platforms like AI Overviews, AI Mode, ChatGPT, Perplexity, Claude, and Gemini that provide direct answers rather than lists of links.

When outsourcing SEO today, you have to consider the future of your search strategy in a world where users increasingly turn to AI assistants for information. A skilled agency should integrate SEO and AEO to make sure your content performs well in traditional search results while also being discoverable and citable by generative engines.

Modern SEO outsourcing should include AEO capabilities because:

• Zero-click searches are increasing: More searches are answered directly on search results pages or through AI responses, requiring optimization for featured snippets and answer formats.
• Conversational queries are growing: Users ask AI assistants questions in natural language, requiring content optimized for conversational search patterns.
• Source attribution matters: AI engines cite sources, making it crucial to optimize for being referenced and linked by these systems.

Agencies with AEO expertise can future-proof your search strategy by optimizing content for both traditional search rankings and AI engine visibility, ensuring comprehensive search presence across all platforms where your audience seeks information.

Pros and Cons of Outsourcing SEO

SEO typically delivers better returns than PPC and other forms of marketing. That’s why many businesses rely on it to attract most of their customers.

If outsourcing SEO leaves you feeling uncomfortable since you’re used to doing everything in-house, check out these pros.

Pros

The main reason to outsource search engine optimization to an agency is the expertise factor. SEO professionals have specialized knowledge that can improve your marketing strategy, delivering quicker returns and better growth over time.

Other advantages include:

• Cost-efficiency. Cost will inevitably become a factor when deciding between an in-house SEO team vs. an SEO agency. Outsourcing is almost always more economical than maintaining an in-house team.
• Scalability. Instead of hiring and training new employees when your campaign’s scope grows, outsource to an agency that can scale quickly.
• Access to advanced tools. Many of the best SEO tools are expensive and difficult to use. Outsourcing your SEO allows you to benefit from these tools without the time and financial commitments.
• Specialized Expertise: Agencies employ specialists in technical SEO, content optimization, link building, and emerging areas like AEO, providing depth of knowledge that’s difficult to replicate in-house.
• Faster Results: Experienced agencies can implement proven strategies immediately, often delivering initial improvements within 3-6 months compared to the longer learning curve of building internal capabilities.

Cons

For many businesses, the most significant disadvantage of outsourced SEO is the lack of control. While your SEO partner will align with your goals and keep you involved in the process, you’ll need to trust them.

Other potential drawbacks include:

• Communication challenges. Working with an external team can occasionally make communication more difficult because there are fewer opportunities for real-time interactions. Finding an agency that is just as invested in transparency and open communication as you are is key to overcoming this con.
• Confidentiality concerns. Sometimes, your SEO campaign needs to factor in sensitive information, which raises security concerns. However, a reputable agency will address these issues through strict data-handling procedures.
• Quality mismatches. While due diligence before choosing an SEO partner can help avoid this problem, quality mismatches occasionally do happen. If you’re not happy with the quality of service and the content delivered, it’s best to discuss these concerns early.

SEO vs AEO: What Your Agency Should Deliver

Understanding the difference between traditional SEO deliverables and modern AEO-enhanced services helps you evaluate potential agencies and ensure you’re getting comprehensive search optimization.

Traditional SEO Deliverables:

• Keyword rankings reports
• Organic traffic growth
• Backlink acquisition
• Technical SEO fixes
• Content optimization for search engines

AEO-Enhanced Deliverables:

• Answer-optimized content creation
• Structured data implementation for AI engines
• Conversational query optimization
• AI overview optimization
• AI engine visibility tracking
• Source attribution optimization

AEO optimization improves content performance in zero-click search environments by ensuring your content is formatted and structured for AI systems to easily understand, extract, and cite. Agencies offering both SEO and AEO provide better long-term value because they’re preparing your content for both current search behavior and the evolving landscape of AI-powered search.

SEO Outsourcing Options: Agency vs. In-House vs. Freelancer

Before committing to an agency partnership, it’s important to understand all your options for SEO management. Each approach offers distinct advantages and limitations that align differently with business needs and resources.

SEO Agency Partnership

Best for: Mid-market to enterprise companies seeking comprehensive SEO strategies

• Pros: Full-service capabilities, specialized team members, established processes, advanced tool access, scalable resources
• Cons: Higher monthly investment ($6,000-15,000+), less direct control, potential communication layers
• Typical Cost Range: $6,000-15,000+ monthly for comprehensive services

In-House SEO Team

Best for: Large enterprises with substantial ongoing SEO needs and budget for full-time specialists

• Pros: Direct control, deep company knowledge, immediate availability, aligned priorities
• Cons: High total cost ($80,000-150,000+ per specialist), limited expertise breadth, tool costs, training requirements
• Typical Cost Range: $80,000-150,000+ annually per specialist, plus tools and training

Freelance SEO Specialists

Best for: Small businesses or specific project-based SEO needs

• Pros: Lower hourly costs, specialized skills, flexible arrangements, direct communication
• Cons: Limited capacity, potential availability issues, narrow expertise, no team backup
• Typical Cost Range: $100-250 per hour, depending on experience and specialization

Hybrid Approach

Best for: Companies wanting some internal control with external expertise

• Pros: Balanced control and expertise, cost optimization, knowledge transfer
• Cons: Coordination complexity, potential role confusion, management overhead

Most mid-market and enterprise companies find agency partnerships provide the best balance of expertise, scalability, and cost-effectiveness, especially when comprehensive SEO and AEO strategies are required.

How To Find the Right Partner for Outsourcing SEO

Choosing the right SEO partner is the most crucial step to having a positive experience when outsourcing your digital marketing. Follow these steps to do it correctly.

1. Set Your Goals

Goals let an SEO agency know what you want from a partnership. Just as importantly, they offer something you can track to gauge performance. The key is to set targets that are both measurable and achievable.

For example, if you want to improve your website’s search engine visibility, you can track success through position changes. While your SEO partner needs to devise a plan to make this happen, they know exactly what you want, and you both have a way to check whether things are on track.

But how do you decide what the right SEO goal is in the first place? It’ll usually align with your business objectives. If you want to increase brand awareness, this can equate to getting more organic traffic, measured through page views. If you want to improve sales, the right approach can be to optimize existing content, measured through search rankings and conversion rates.

Enterprise SEO Outsourcing Considerations

For mid-market and enterprise organizations, goal-setting requires additional considerations:

• Stakeholder Alignment: Ensure SEO goals support broader marketing and revenue objectives that matter to C-suite executives.
• Compliance Requirements: Factor in industry-specific regulations that may impact content creation and optimization strategies.
• Technical Complexity: Account for complex site architectures, multiple domains, or international presence that require specialized expertise.
• Integration Needs: Consider how SEO goals align with existing marketing technology stack and attribution models.
• Resource Coordination: Plan for how outsourced SEO will coordinate with internal teams across multiple departments.

Once you have goals in mind, they will usually determine what specific SEO services you need to outsource. However, don’t be afraid to discuss all of this with a potential SEO partner, as working out what your business needs is part of the service.

2. Evaluate Your Current SEO Resources

Outsourcing your SEO allows you to achieve things you otherwise couldn’t do due to time constraints or a lack of knowledge and experience. So, it’s important to evaluate your SEO resources beforehand to determine what is missing.

Before looking for an SEO partner, take these steps to evaluate your current capabilities:

1. Assess Team Skills: Review the skills, training, and knowledge of your current team members, including any hidden SEO experience that could be better utilized.
2. Inventory SEO Tools: Look at what SEO tools you have access to and evaluate whether they’re sufficient for your goals or if you’re underutilizing existing subscriptions.
3. Analyze Content Production Capacity: Review your team’s ability to keep up with your content production volume and quality standards.
4. Evaluate Current Performance: Analyze your current SEO performance using metrics like organic traffic, keyword rankings, and conversion rates to establish baselines.

If any members of your in-house team have SEO experience you’re not utilizing, it may be worthwhile to shift their responsibilities around to make the most of this expertise. However, outsourcing may be the perfect solution if you can’t cover something through minor upskilling.

3. Create a Budget

Before you agree to work with an SEO agency, you’ll need to examine your finances to ensure you have room for an outsourcing budget. This budget will need to factor in your goals, as some SEO tasks are more time-consuming or require specialized skills that come at a higher cost.

SEO Agency Pricing Models

SEO agencies charge for services in multiple ways, each suited to different business needs:

• Monthly Retainers ($6,000-15,000+): Best for ongoing SEO campaigns requiring consistent optimization, content creation, and performance monitoring. Provides predictable costs and dedicated resources.
• Project-Based Payments ($5,000-50,000+): Ideal for specific initiatives like site migrations, technical audits, or content overhauls. Costs vary based on project scope and complexity.
• Hourly Rates ($100-300+): Suitable for consulting, strategy development, or supplemental support. Provides flexibility but can be difficult to budget for ongoing needs.

Cost-Benefit Analysis

When evaluating pricing, consider the total cost of ownership:

• Agency Partnership: $72,000-180,000+ annually for comprehensive services, including team expertise, tools, and proven processes.
• In-House Alternative: $120,000-200,000+ annually per specialist, plus $10,000-30,000 in tool costs, training, and benefits.
• ROI Expectations: Professional SEO typically delivers 300-500% ROI within 12-18 months through increased organic traffic and conversions.

For long-term growth, you’ll usually want to set up a monthly contract, meaning you’ll need an ongoing budget to cover all services. Hourly and project-based rates, on the other hand, work well for smaller projects you’ll only complete once.

After allocating a budget and organizing outsourcing, set aside some additional funds for unexpected expenses. These expenses might come up more commonly in the early stages of a partnership. That’s because your SEO agency needs to adjust its approach more frequently at this point based on initial performance reviews.

4. Do Your Research

To benefit from outsourcing, you need to choose a reputable partner that understands your industry and has a proven track record of success. There are several ways to do this, so consider checking the following.

• Agency Websites: Check if the company offers the SEO services you need and review its pricing model. Look for clear service descriptions and transparent methodologies.
• Review Sites: Look at third-party sites such as Google Business Profile to find reviews of agencies you’re considering.
• Awards: Check whether an agency holds any awards from independent organizations.
• Case Studies: Read case studies the agency has published to get a sense of their knowledge and experience.
• Testimonials: Look at testimonials to see which other companies have worked with the agency and what their experience was like.
• Thought Leadership: Check content such as blogs, webinars, and white papers to determine whether an agency demonstrates both expertise and innovative thinking.

Evaluating Agency Expertise: SEO + AEO Capabilities

During your research phase, evaluate agencies AEO capabilities with these questions:

Questions to ask potential agencies about their AEO experience:

• How do you optimize content for AI-powered search engines like AI Overviews, AI Mode, ChatGPT, Perplexity, and Claude?
• What’s your approach to structured data implementation for generative engines?
• How do you track visibility in answer engines and zero-click search results?
• Can you show examples of content you’ve optimized for both traditional search and AI engines?

Red flags that indicate an agency is stuck in traditional SEO-only approaches:

• No mention of AEO, generative engines, or AI search in their service descriptions.
• Focus exclusively on traditional ranking metrics without discussing answer engine visibility.
• Inability to explain how they’re preparing clients for the evolution of search.
• No examples of optimizing content for conversational queries or featured snippets.

5. Make an RFP

A Request for Proposal (RFP) communicates your company’s needs and goals to a prospective SEO agency. While you don’t necessarily need an RFP, agencies will use it to better understand the services you require and create more tailored outsourcing proposals.

Your RFP should include:

• SEO goals and objectives. Explain what you want to achieve, such as improving keyword rankings and organic traffic.
• Business details. Describe your business, industry, and target audience.
• Current SEO strategies. Outline what you’re already doing for SEO.
• Team details. Describe the resources you have available for things like content production and technical website improvements.
• Project details. Outline your expectations, what KPIs you’ll use to measure success, and how you prefer to communicate.
• Timeline. Create a timeline that coordinates when you want to start the project, how long it will run, and a due date for a proposal.

To make things easier, you can use our SEO RFP template, which will guide you through the process.

6. Select the Best Partner for You

Once you have a few proposals from SEO agencies, you can use this information to select the right partner. Unfortunately, no one thing will nail this down; it will come down to each agency’s strategies and methods. However, one major red flag is if a company offers a generic proposal without tailoring its approach to your business.

Evaluate agencies using these 4 key criteria:

1. Strategic Approach: Does the agency demonstrate understanding of your specific business challenges and provide customized solutions rather than cookie-cutter strategies?
2. Cultural Alignment: Do their communication style, values, and working methods align with your company culture and collaboration preferences?
3. Proven Results: Can they provide relevant case studies and references from businesses similar to yours in size, industry, or challenges?
4. Future-Ready Capabilities: Do they demonstrate expertise in both traditional SEO and emerging areas like AEO to future-proof your search strategy?

Otherwise, select an agency that matches your communication style, business culture, and collaboration preferences while also offering compelling solutions to help you achieve your goals. Don’t be afraid to ask some follow-up questions if you’d like more information before deciding.

7. Agree on Strategy & Scope of Work

Now that you’ve decided who to work with, it’s time to lock in the strategy and the scope of work. While you’ll already know how the SEO agency wants to approach your goals, take some time to reiterate your objectives and discuss the services your partner will offer. Specify what deliverables you expect and check over the timeline once more to ensure everything is in order.

Another thing to clarify early is when performance reviews will occur and how you’ll measure success. Designate points of contact and establish a schedule of regular communication updates to streamline decision-making.

8. Keep an Eye on Progress

After your SEO partner commences work on your project, you’ll receive regular reports. These will cover key metrics such as keyword positions, organic traffic, conversion rates, and backlink acquisition.

It’s essential to check these metrics often, as they reveal whether you’re reaching your goals. Just remember that search fluctuations occur frequently, so you won’t always see a linear improvement. However, if everything goes smoothly, things will trend upward over the long term.

How To Vet an SEO Agency

Vetting an SEO agency requires going beyond your initial research to determine whether the company is a good fit for your specific needs. Here are the most important things to look at. 

• Communication Style: How does the agency communicate, and what reporting methods do they use? The right agency should respond promptly to time-sensitive concerns and provide reports that offer key insights in easy-to-understand formats.
• Marketing Tactics: Does the agency use reliable marketing tactics and offer a tailored approach based on your business? While black hat techniques may deliver temporary results, search engines readily penalize these tactics.
• Industry Experience: Does the agency have specific experience within your industry? If so, ask how they’ve driven growth for other businesses in the industry.
• Customer Feedback: Have previous customers had a positive experience? Take a deeper look at reviews, including any negative ones. How did the agency respond to these negative reviews?

Partner With the Best

Planning to outsource SEO to an agency? When considering such a massive change to your marketing approach, the right partner makes all the difference. Book a free consultation with Victorious, and we’ll learn what makes your business tick and how best to meet your needs through a customized action plan.