Bringing SEO In-House Audits

Understand what it takes to bring your SEO functions internally within the business, and explore the pros and cons of managing SEO in-house.

Discuss Project

Experience

What is included?

Services

Business case modeling to understand the value of bringing SEO in-house versus using an SEO agency or consultant
Team structure planning for the short and long term
Scaling an in-house SEO team
Integrating a new SEO function throughout the wider business

Scenarios

A large furniture retailer no longer wants to use an SEO agency and requires support in structuring the team and budget to bring the SEO channel in-house
The board has requested a third-party audit to determine the cost-benefit of bringing SEO in-house versus using an SEO agency or SEO consultant
The brand currently has a large SEO agency team and is unsure of the team structure required if they were to bring the SEO function in-house

Discuss Project

Lots of businesses rely on agencies to deliver their SEO campaigns, with enterprise businesses for example often involving a number of different agencies covering different product areas.

This can work for some, though can also result in a lot of hours lost if the third-party agencies don’t fully understand your businesses’ needs and priorities at any given time.

Establishing an in-house SEO team that is fully embedded in your business and sits across various departments while being on top of industry developments can help accelerate your SEO programmes and focus on recommendations that drive growth.

Results

Launched a global multi-website strategy to dominate Google search results.

Black Friday and Cyber Monday organic revenue doubled YoY.

Successful multi website domain and brand migration whilst increasing non-brand search traffic.

Improving B2C & B2B user journeys through query intent and optimising internal page signals.

Achieved simultaneous position one rankings for car, home, and life insurance.

Achieved market leader status in share of search through prioritisation of key initiatives.

Other SEO Services

Share of Voice (SOV) Competitor Audits

SGE / AI SEO Audits

SEO Training and Team Coaching

SEO Product & User Experience (UX) Audits

SEO Platform & Technology Audits

SEO Discovery Audits

SEO Channel Alignment Audits

Resolving Google Algorithm Issue Audits

Marketplace SEO Audits

International SEO Audits

Increasing Organic Traffic & Revenue Audits

Fractional SEO Service

Financial Services SEO Audits

Ecommerce SEO Audits

Domain & Website SEO Migrations Audits

SEO Audits

FAQs

What are the key benefits of bringing our SEO functions in-house compared to using an agency?

Bringing SEO in-house provides better alignment with your business needs, improved communication, and more control over SEO strategies. An in-house team can integrate seamlessly across departments, ensuring a cohesive approach that drives growth and adapts quickly to industry changes.
It’s not to say that SEO agencies can not perform this function aswell.

How do we determine the cost-benefit of an in-house SEO team versus continuing with an agency?

We offer business case modelling to evaluate the cost-benefit of bringing SEO in-house. This involves analysing current agency costs, potential savings, and the expected impact on performance. We also consider the investment needed to build and scale an in-house team and the potential long-term benefits.

What steps are involved in structuring and scaling an in-house SEO team?

Structuring and scaling an in-house SEO team involves several key steps: assessing current needs, planning team roles, and responsibilities, setting short- and long-term goals, and integrating the new team with existing departments. We provide detailed planning and support to ensure a smooth transition and effective implementation.

Appreciation

Working with our company is very demanding, and there are many levels of approval to go through for work to be implemented. Carl has always been very responsive and goes beyond the typical scope of any project, providing us with all angles of technical solutions and detailed recommendations for content optimizations.

Jennifer Xiques

Global Head of SEO

Carl's ability to simplify what can seem like complex SEO concepts into actionable items is truly commendable. His clear explanations and justifications for each technical SEO task required post-audit made implementation much easier for the team. We have seen an uplift in our SEO traffic, which can easily be correlated with the deployment of Carl’s recommendations.

Daniel McLoughlin

Head Of Performance Marketing

I first worked with Carl as Marketing Manager at Betfair and have relied on his expertise many times since. His iGaming experience ensured we allocated our team and budget effectively for SEO. Carl's knowledge in sports betting, poker, and casino SEO helped us achieve quick technical wins while implementing a long-term strategy that benefited all products and stakeholders.

Rebecca Shuai

Marketing Manager

His knowledge base expands far beyond SEO having run many successful affiliate sites in his down time. His day-to-day work of planning and implementing SEO strategies for major, FTSE 100 brands was first class. He’ll also know the very latest news on domains, ecommerce and pretty much everything else you’ll wish to mention when It comes to running a successful business online.

David Burgess

Operating Executive

I have worked with Carl for a number of years across different verticals - ecommerce and fintech in particular. Carl understands what is required to deliver long term and sustainable SEO traffic whilst being mindful of other marketing channels and industry regulations. His straight-talking no jargon approach makes him easy to work with. And he's a top bloke to boot.

Will Wynne

Managing Director

At Memrise we have a huge and complex SEO content footprint which had over the years become, frankly, a bit of a mess. Carl did an incredible job at cutting through the complexity and prioritising a series of focused, stepwise actions that led to huge measurable improvements in a short space of time.

Ben Whately

Co-founder & Chief Strategy Officer

Carl has been working with our digital marketing team for a few months and has already added a lot of value. He has provided a lot of useful insights on both the technical and content sides of SEO. He always makes sure the team understands his recommendations and answers any questions very quickly. His audits and presentations are thorough yet easy to understand. We appreciate the effort Carl has put into upskilling our team.

David Berry

Head of Brand and Sponsorship

Carl's SEO expertise transformed Adthena, fixing technical issues and content gaps to increase organic traffic, top ranking positions, and conversions. His strategic thinking, technical knowledge, and user-friendly approach were key. Continuous audits and automated reports made Carl invaluable for robust SEO and growth.

Charlotte Langston

Senior Demand Generation Manager

As someone who has been doing SEO for about 10 years and having worked on companies of all shapes and sizes myself, I can tell the difference between someone who gets their hands dirty and delves into the deepest regions of your site vs an SEO "expert" who pushes a button and runs a site audit report only to tell you you have "12 duplicate title tags." Carl is definitely the former, and whenever I need a fresh set of eyes on my site, I call him.

Brendan Baker

Director of Growth Marketing