While SEO can be done completely in-house, not every company truly has the expertise to fly totally solo and make it to the destination without a bit of turbulence and unnecessary crashes along the way. The problem I’ve been seeing lately lies with companies who genuinely believe they know SEO, but the reality is, they don’t know what they don’t know.
As a leading in-house SEO advocate, I completely agree that much of SEO can be done in-house. It’s just that when it comes to major site changes, some of the more intermediate and advanced SEO requirements get missed.
The difficulty this creates is that you don’t realize that 20% of the SEO requirements are missing until it’s too late. Unfortunately, the missing 20% is typically the most vital and requires the most re-work, and often would have added little-to-no additional development time had it been part of the original requirements.
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