Unique Original Articles » SEO Outsourcing and Implementation

IProspect, a leading Search Marketing Company partnered with Jupiter research to create the iProspect Natural SEO Outsourcing Study.


Their natural SEO outsourcing study found that a majority of search marketers who outsource the management of their natural search engine optimization (SEO) to an SEM firm encounter obstacles that prohibit them from implementing the recommendations made by their SEM vendors.

It is very interesting to note that although these companies had an SEO budget they failed to include financial resources for implementation as part of that budget. Among the most frequently cited obstacles to implementation are lack of internal human resources and lack of an outsourcing budget. This was especially true of larger firms with bigger SEO budgets.


In the Iprospect study roughly half of all search marketers included in the study underestimated the amount of resources required to implement their SEO/SEM recommendations.



The inability to accurately project the business results (ROI, revenue, etc.) that will be produced by implementing each specific SEO recommendation was cited as a key factor contributing to the lack of budget and resources for implementation. It tends to be true that when human or financial resources in an IT organization become stretched or there are other priorities competing with SEO, the inability to accurately project ROI and increased revenues often inhibits marketers or their IT departments from implementing specific recommendations. If the implementation of the recommendations cannot be justified the risk of changing existing development schedules or increasing outsourcing costs may be viewed as too high risk. If the ROI on a change-by-change basis were predictable, a business case could be made for the implementation of each recommendation but it is difficult, at best, to accurately determine the ROI on overall SEO marketing let alone small individual vhanges within the overall marketing plan.



Since the search engine marketers who participated in the survey already had internal buy-in and budget to outsource the management of their SEO campaigns it is surprising to discover that a significant number of these search engine marketers failed to adequately budget for the oursourcing to implement the resulting recommendations.


According to the Iprospect study just 36% of search marketers who outsource their natural search engine optimization (SEO) efforts to an SEM firm encounter no obstacles that prohibit them from implementing their recommendations. However, 64% of marketers identify at least one obstacle that prohibits them from making those changes.









C-level executives focus on cash, generating profits and what SEO professionals can contribute to their overall goal. Marketers need to rethink how to communicate the value of outsourcing not only search engine marketing but the implementation of the recommendations to company executives. C-level executives are not interested in search marketing per se, they are interested in the value the marketing brings to the company in terms of revenue and profits. CEOs and CFOs want to know how long it will be before the project delivers results. This is the central issue that affects outsourcing as well as in house implementation support. SEO takes time and resources. Unless conversions can be tracked to clearly demonstrate results directly delivered by implementing SEO recommendations as part of an overall marketing strategy the trend of inadequate SEO budgets and resources to implement the SEO marketing plan is likely to continue



What can clients learn from this study?



· Clients who investment time and money to engage an SEM firm should be prepared to fund and implement the expert recommendations they receive.



· Failing to implement the recommendations of your SEM firm limits the success the overall marketing campaign can achieve.



· The ability to track the improvement and success of each SEO recommendation is critical to receiving the necessary ongoing fiscal and personnel resources required to successfully complete a successful marketing campaign.



· Each recommendation that is ignored will have an impact on the overall success of your marketing campaign.



· Outsourcing your SEO and SEM marketing alone is not enough. You should plan to outsource the implementation of SEO and SEM consulting recommendations and integrate imlementation costs into your overall SEO/SEM marketing costs.














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