SEO Agency vs SEO Consultant vs SEO In House

Author: Shei Wah, TAN

As an e-commerce business owner or marketing manager, understanding your options for search engine optimisation (SEO) services is crucial for the success of your online presence. This article will comprehensively compare SEO consultants, in-house SEO teams, and SEO agencies in Singapore. By understanding the differences, you’ll be better equipped to make the right decision for your business.

What are the Differences Between SEO Consultants, In-House SEO, and SEO Agencies?

A key difference between SEO consultants, in-house SEO teams, and SEO agencies lies in the depth and breadth of their expertise. SEO consultants often possess specialised knowledge in a particular area of SEO. Moreover, they may have worked with diverse clients, giving them unique insights into various industries and strategies.

In contrast, in-house SEO teams are typically more familiar with their company’s specific needs and nuances, as well as its target audience. SEO agencies, on the other hand, generally have a team of professionals with a wide array of skill sets, enabling them to offer comprehensive SEO solutions that cover various aspects of digital marketing.

Another critical difference between the three solutions is their scalability and adaptability to the changing needs of a business. For example, SEO consultants and in-house teams may have limited capacity to scale their services, especially during rapid growth or when tackling complex projects.

An SEO agency might be better suited to accommodate the business’s expanding requirements in these situations. They have access to a larger pool of resources and diverse expertise to manage larger projects and adapt to changing priorities efficiently.

The level of control and collaboration a business can exercise over its SEO strategy also varies significantly between SEO consultants, in-house teams, and agencies. In-house SEO teams often provide the greatest level of control and collaboration as they work closely with other departments within the company, ensuring a cohesive approach to digital marketing.

While SEO consultants can also offer a high degree of collaboration, their availability and the level of control a business can exert may be limited due to their other client commitments. In the case of SEO agencies, the level of control may be further reduced as they work as external partners and communication challenges may arise. However, agencies can still provide valuable input and work closely with businesses to achieve their goals.

Below is the summary of the difference between SEO Consultants, In-House and SEO Agency. 

SEO Consultant vs In-House vs SEO Agency Infographic

Advantages and Disadvantages of Each Option: Expert Insights and Real-Life Examples

1. SEO Consultant


  • Expertise: Consultants often have extensive industry experience, providing valuable insights and strategies. SEO expert Neil Patel explains, “Consultants are usually very knowledgeable about specific industries and are up-to-date on the latest trends and strategies.”
  • Flexibility: They can work on a project basis or as needed, allowing you to scale your SEO efforts as required.
  • Cost-effective: Hiring a consultant is typically less expensive than employing a full-time in-house team or working with an agency.


  • Limited resources: A single consultant may lack the resources to handle large-scale projects or complex strategies. In a blog post on Ahrefs,  Joshua Hardwick, Head of Content points out that “freelancers and consultants might struggle with big projects or tight deadlines.”
  • Availability: Consultants may have other clients, leading to scheduling conflicts or limited availability.
  • Less control: You may have less control over the consultant’s work than an in-house team.

2. In-House SEO


  • Control: An in-house team gives you direct control over your SEO strategy and implementation.
  • Collaboration: Your in-house team can work closely with other departments, ensuring a cohesive approach to digital marketing.
  • Industry knowledge: In-house teams often have a deep understanding of your company and its target audience.


  • Cost: Employing a full-time team can be expensive, particularly if you need to hire multiple professionals. A survey by SEMrush found that the average salary for an in-house SEO specialist is $60,000 per year.
  • Limited Expertise: In-house teams may lack the specialised knowledge and experience found in consultants or agencies.
  • Scalability: Expanding your in-house team may be challenging, particularly if you experience rapid growth or need to scale back your SEO efforts during slower periods

3. SEO Agency


  • Comprehensive services: Agencies typically offer a range of digital marketing services, allowing you to access a broad range of expertise under one roof. As Cyrus Shepard from Moz notes, “Agencies can handle complex projects that require multiple skill sets.”
  • Scalability: Agencies can quickly scale their services to accommodate your business’s growth or changing needs.
  • Resources: SEO agencies usually have access to cutting-edge tools and technologies, which can enhance your SEO strategy’s effectiveness.


  • Cost: Working with an agency can be more expensive than hiring a consultant or managing your SEO in-house. However, the additional benefits may justify the cost for some businesses.
  • Less control: When working with an agency, you may have less direct control over your SEO strategy and implementation.
  • Communication: Coordinating with an external agency may involve more communication challenges than working with an in-house team.

Which Option is Right for Your Business?

The right choice for your e-commerce business depends on your needs, budget, and goals. Here are some factors to consider when making your decision:

1. Budget: Determine how much you’re willing to invest in SEO services. A consultant may be the most cost-effective choice if you have a limited budget. In-house teams and agencies can be more expensive but may provide additional benefits that justify the cost.

2. Expertise: Assess the level of expertise you require for your SEO strategy. Consider working with a consultant or agency if you need specialised knowledge or experience. An in-house team may be sufficient if you have more general SEO needs.

3. Control: If having direct control over your SEO strategy and implementation is vital to you, an in-house team may be the best option. Consultants and agencies offer less control but may provide additional expertise and resources.

4. Scalability: Consider your business’s growth potential and whether your chosen SEO solution can scale with your needs. Agencies and consultants are generally more scalable than in-house teams, making them a better fit for rapidly growing businesses.

5. Collaboration: If integrating your SEO strategy with other aspects of your marketing plan is essential, an in-house team or agency may be the better choice. They can work closely with other departments, ensuring a cohesive approach to digital marketing.

Addressing Three Common Misconceptions

Several common misconceptions about SEO consultants, in-house SEO teams, and agencies may influence your decision-making process. Here are a few misconceptions debunked:

Misconception #1:  SEO consultants are always more affordable than in-house teams or agencies: 

While consultants can be more cost-effective in some cases, the costs can vary depending on the scope of your project and the consultant’s expertise. Always compare prices and services to find the best value for your needs.

Misconception #2: In-house teams cannot provide the same level of expertise as consultants or agencies: 

While in-house teams may have a narrower focus, they can still offer valuable insights and expertise, particularly when understanding your specific industry and target audience.

Misconception #3: Agencies are only suitable for large-scale projects or businesses: 

While agencies are well-equipped to handle complex projects, they can also provide valuable services for small businesses or projects. Many agencies offer flexible packages to accommodate businesses of various sizes and budgets.

3 Common Questions About SEO Consultants, In-House SEO, and SEO Agencies

  1. How much does hiring an SEO consultant, in-house team, or agency cost?

The cost of hiring an SEO consultant, in-house team, or agency varies depending on the scope of your project, your business’s specific needs, and the provider’s experience and expertise. Generally, consultants are the most cost-effective option, while agencies and in-house teams can be more expensive.

  1. How do I choose the right SEO provider for my business?

When selecting an SEO provider, consider factors such as your budget, the level of expertise required, the amount of control you want over your strategy, and the potential for scalability. Conduct thorough research and gather recommendations from colleagues and online reviews to find a provider that meets your needs.

  1. Can I combine different SEO solutions for my business?

Yes, it’s possible to combine different SEO solutions to meet your business’s unique needs. For example, you might hire an SEO consultant to develop your overall strategy while working with an in-house team to implement and manage it. Alternatively, you could use in-house and agency resources to execute various aspects of your SEO plan.


Choosing the right SEO solution for your e-commerce business in Singapore is a critical decision that can significantly impact your online success. By understanding the differences between SEO consultants, in-house teams, and agencies and considering your business’s unique needs, you can make an informed decision that will drive your online growth and achieve your desired results.

Are you ready to elevate your e-commerce business’s online presence with professional SEO services? Contact us today to discuss your unique needs and explore the best SEO solutions tailored to your business. Our team of experts is dedicated to helping you achieve your digital marketing goals and maximise your online potential.

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