Bringing the SEO Channel In-House

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

British Airways SEO optimizationJohn Lewis SEO agency
BlackRock SEO agencyEventbrite SEOGroupon SEO agencyAviva SEO agency



BlackRock SEO agency

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

Groupon SEO agency

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

Eventbrite SEO

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

John Lewis SEO agency

Black Friday and Cyber Monday organic revenue doubled YoY.

Aviva SEO agency

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

Other SEO Services

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.

BlackRock SEO agency
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

Betfair SEO Agency
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.

Marketing Manager

Apax SEO optimization
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

Eventbrite SEO
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

SEO Editorials