Every Search Engine Strategies Conference is filled with folks wanting to learn as much as they can about search engine marketing. This is great. Even if they only take home one small nugget of information it may be worth any investment made for the trip.

Of course there are also tons of marketing companies that already have this information. They specialize in search engine marketing. These are the “experts”. (Although many are not the experts they claim to be, but we can discuss that on another blog). Why not just go with the experts? This leaves the client more time to focus on their expertise.

So what’s the answer?

If all the necessary dollars, time, and tools are giving to an in-house search engine marketing person, then it is an easy decision.

Only an in-house search engine marketing manager will give a website the appreciation it deserves. There is a vested interest and it’s a full-time concern. With a vendor, there are multiple sites involved and the full-time concern is not there.

BUT, and there is a big BUT, if the right effort is not put into an in-house expert, then a marketing firm is the best solution.

Qualifications for hiring an in-house Search Engine Marketing person:

• Search Engine Marketing is not an Information Technology task, it belongs with Marketing.
• Old marketing rules should not be forced into the new search marketing position.
• Hire an experienced Search Engine Marketing expert. (Or least someone with good Internet sense that is willing to take the time to learn)
• Invest in Search Engine conferences.
• Allow a Search Engine Marketing Manager the authority to make the necessary changes to the site.
• Put full company support behind the role. Make sure other related departments are on board.

Many marketing firms that provide search engine marketing are very talented. There is a definitely a market for their expertise. Are they cheaper then higher an in-house person? It just depends on what you are getting for the money, and what the long term benefit and cost.

The bottom line is a company needs to do their homework. If an in-house person is hired, then the necessary tools and funds must be provided for it to work.