Should You Hire an In-House Healthcare SEO Expert or an Agency?

Deciding the Best SEO Staffing Approach for Healthcare Organizations

Josh Ternyak

July 24, 2025

Understanding Your SEO Options in Healthcare

Healthcare organizations face a strategic decision when it comes to search engine optimization: should they build an in-house team or outsource to an agency? Each approach offers distinct benefits and challenges, and choosing the right one depends on factors like budget, expertise, scalability, and control. This article explores the key considerations to help healthcare providers make informed decisions that align with their growth goals and operational needs.

Cost Considerations in Healthcare SEO

How much does healthcare SEO cost?

Healthcare SEO costs can vary widely depending on the approach and provider. For most practices, hiring an in-house specialist typically involves significant expenses. This includes salaries, benefits, training, and the cost of necessary tools, which can total over AUD$349,000 annually. In contrast, hiring an SEO agency usually costs between $1,500 and $5,000 per month for standard services, which might include technical audits, content strategy, and link building.

Different pricing models are available. Agencies often offer monthly retainers, hourly rates, or project-based fees. Hourly rates tend to range from $100 to $300, suitable for smaller or specific tasks. Project-based fees can be anywhere from $5,000 to $30,000, depending on project scope and complexity. For local healthcare providers, monthly costs can be lower, around $300 to $2,000.

The size and competitiveness of the healthcare practice influence costs. Larger hospitals or multi-location clinics require more comprehensive strategies, increasing expenses. More competitive niches such as cosmetic surgery or specialized clinics may also demand higher investments due to increased effort needed to rank well.

In the long term, investing in SEO can offer substantial returns through improved visibility and patient engagement. While in-house teams entail ongoing fixed costs, agencies provide flexibility and scalability, allowing practices to align their marketing spend with growth goals.

In 2025, the average investment in healthcare SEO is estimated to range from $500 to $7,500 per month depending on the scope and provider choice. Tailoring the SEO strategy to specific needs and budgets ensures resources are used effectively for sustained online success.

In-House vs. Agency: Core Differences

In-House or Agency: Choosing the Right SEO Partner for Healthcare

What is the difference between in-house SEO and an agency?

The main distinction between in-house SEO and agency-led SEO focuses on their scope and expertise. An in-house SEO professional dedicates their work solely to their company's website and brand. This role involves understanding the company's products, target audience, and internal processes intimately. They handle everything from technical site audits to content optimization, tailoring strategies specifically for their organization.

In contrast, SEO agencies serve multiple clients across different industries. They manage a range of websites, staying up-to-date with broad search engine algorithm updates, industry best practices, and using advanced tools like Screaming Frog, Ahrefs, and Moz. These agencies provide a wider variety of expertise, handling complex technical issues, link building, and strategic planning at scale.

Focus and scope of in-house SEO professionals

In-house SEO specialists focus intimately on their company's website. Their responsibilities often include technical SEO, content creation, on-page optimization, and analytics. Since they work directly within the company, they can make quick adjustments, align strategies with broader business goals, and develop a customized approach.

Role and responsibilities of SEO agencies across industries

Agencies typically bring together diverse experts, including technical SEO specialists, copywriters, outreach managers, and data analysts. They work with multiple clients, which broadens their experience in various markets and search engine environments. This allows them to adapt quickly to industry changes and implement innovative strategies.

Technical expertise, tools, and resources available to agencies versus in-house teams

Agencies often have access to costly, powerful tools for SEO analysis and implementation, such as SEMrush, Ahrefs, and Screaming Frog. These tools help perform detailed audits, monitor link profiles, and track rankings efficiently. Building such a toolkit internally can be expensive and complex. In-house teams may have a limited set of tools, which can restrict their ability to perform comprehensive audits or implementations.

Advantages and limitations of in-house focus on the company's own website

An in-house team offers deep knowledge of the brand, swift communication, and tailored strategies aligned tightly with overall business goals. However, this approach can be costly, as it involves salaries, benefits, ongoing training, and infrastructure. Additionally, a small internal team might lack expertise in certain areas, risking gaps in strategy and execution.

Broader industry expertise and diverse project experience of agencies

Agencies work across multiple industries and website types, which gives them broader insights and tested strategies that can lead to better results. Their experience with various platforms and techniques enables them to adapt rapidly to search engine updates and algorithm changes, providing clients with effective and up-to-date SEO solutions.

Aspect	In-House SEO	Agency-Based SEO	Details
Focus	Internal brand and website	Multiple clients across industries	In-house has deep brand integration; agencies have wider industry exposure
Expertise	Specialized in company-specific needs	Broad expertise in SEO disciplines	Agencies often have specialists for different SEO areas
Tools	Limited, depending on budget	Advanced, costly tools	Agencies invest in premium tools for comprehensive analysis
Cost	High (salaries, benefits, infrastructure)	Variable, often more economical	Agencies reduce internal costs and overhead
Flexibility	Quick internal adjustments	Scalable and adaptable	Agencies can quickly scale efforts based on needs
Experience	Deep understanding of own brand	Diverse industry and project experience	Broader perspective from working across sectors

By understanding these differences, companies can make an informed choice aligned with their goals, resources, and growth plans.

Advantages of Hiring an SEO Agency

Leverage Expert SEO Strategies for Faster Results Hiring an SEO agency provides access to a team of specialists who stay up-to-date with the latest SEO trends and algorithm updates. These experts bring deep knowledge in various areas such as technical SEO, content creation, and backlink management, ensuring strategies are current and effective.

One significant benefit is speed. Agencies can implement SEO strategies more quickly due to their experience and resources, leading to faster results for your business. They have the capacity to execute complex technical tasks, such as website audits, on-page optimization, and structured data implementation, which might be difficult and time-consuming for an in-house team.

Agencies also have access to advanced tools and technologies like SEMrush, Ahrefs, Moz, and Screaming Frog. These industry-standard platforms enable them to analyze data accurately, monitor performance, and refine strategies efficiently. For companies, especially smaller or growing ones, this means leveraging cutting-edge technology without the hefty investment.

Cost efficiency is another advantage. Partnering with an agency often proves to be more economical than building an in-house team, which involves ongoing expenses such as salaries, benefits, training, and software subscriptions. Agencies provide flexible solutions that can scale with your business needs, reducing fixed costs.

Lastly, agencies excel at managing complex technical SEO tasks. They can conduct comprehensive site audits, resolve site architecture issues, optimize for local and eCommerce SEO, and adapt strategies swiftly in response to algorithm updates. This specialized skill set ensures your website remains optimized and competitive in search rankings.

Factors Influencing the Choice Between In-House and Agency SEO

Key Factors to Decide Between In-House and Agency SEO in Healthcare

What factors should healthcare organizations consider when choosing between in-house SEO and an agency?

Healthcare organizations need to carefully evaluate several aspects before deciding on either an in-house SEO team or partnering with an external agency.

First, they should look at their overall goals and budget. In-house teams require substantial ongoing investment, including salaries, benefits, and training, which can be costly. Conversely, agencies often provide a more predictable, scalable cost structure, giving access to a variety of specialists without the fixed expenses.

Resource availability is another crucial factor. If the organization has internal staff with relevant digital marketing skills, building an in-house team can offer more control and faster communication. However, if internal expertise is limited, working with an agency that has a broad range of skills—such as content creation, technical SEO, and link building—may be more effective.

The need for rapid scaling or specific skills also influences the decision. Agencies can quickly implement strategies and adapt to changes in search engine algorithms, which is beneficial during periods of growth or market shifts.

Control and integration with other teams are essential considerations. An in-house team allows for closer alignment with overall branding and marketing strategies, fostering seamless collaboration across departments like sales, content, and technical development.

Trustworthiness and transparency are especially critical in healthcare, where regulatory compliance and accuracy are non-negotiable. Selecting an agency that emphasizes white-hat strategies and provides detailed, regular reporting is vital.

Many organizations find a hybrid approach works best. Combining an internal team responsible for core strategies and oversight with an agency’s specialized support can optimize results while maintaining control.

Consideration	In-House SEO	SEO Agency	Additional Details
Cost	High fixed costs	Variable, scalable	Agencies eliminate many overhead expenses
Expertise	Limited to internal staff	Team of diverse specialists	More comprehensive skill sets
Speed & Flexibility	Slower to adapt	Quick implementation	Agencies often act faster
Control & Integration	Full control	Less direct oversight	Agencies require clear communication
Regulatory Compliance	Easier to enforce	Must verify compliance practices	Particularly relevant in healthcare
Scalability	Limited by internal resources	Easily scalable	Adjust efforts based on needs
Industry Experience	Deep understanding of organization	Broad experience across clients	Agencies can bring varied perspectives

Choosing the right approach depends heavily on the organization’s size, goals, and regulatory environment. Smaller or resource-limited healthcare entities may lean toward agency support, while larger organizations might benefit from investing in in-house expertise, possibly complemented by external specialists. Ultimately, balancing control, expertise, and flexibility will guide the best decision.

Cost-Effectiveness and Operational Efficiency

Optimize Your Healthcare Marketing with Cost-Effective SEO Solutions When considering how to structure your SEO efforts, understanding the difference in costs and efficiencies between in-house teams and agency partnerships is crucial.

In-house SEO teams involve fixed costs such as salaries, benefits, ongoing training, and infrastructure, which can total over AUD$349,000 annually for a sizable team. This approach requires making substantial upfront investments in recruitment and tools, including advanced SEO software like SEMrush or Ahrefs, which can cost from AUD$21,000 to hundreds of thousands each year.

In contrast, partnering with an SEO agency transforms these fixed costs into variable expenses. Agencies offer access to a full team of specialists—copywriters, technical experts, link builders—without the need to recruit, onboard, or manage individual roles. This model typically results in more predictable costs based on the scope of services, allowing businesses to scale resources according to project needs.

The size and scope of the project significantly impact budget planning. Larger, multifaceted projects that require ongoing optimization across technical, content, and link-building areas usually benefit more from agencies due to their breadth of expertise and technological resources.

Long-term financial considerations involve weighing the benefits of consistent oversight against the higher fixed costs of internal staffing. Agencies provide flexibility and quick adaptation to industry changes, reducing the risk of sunk costs when project priorities shift.

Operationally, outsourcing SEO to an agency can be more efficient. It saves internal time and resources, as businesses avoid the overhead of hiring, training, and managing an in-house team. Agencies also bring industry-wide experience and access to cutting-edge tools, enabling faster strategy implementation and adjustments.

Overall, while the initial savings with an in-house team may seem attractive, many organizations find that agencies offer a more cost-effective, scalable, and efficient solution for their SEO needs, especially when considering ongoing industry changes and the need for specialized expertise.

Team Structure and Skill Set Requirements

Build a Specialized Healthcare SEO Team for Better Outcomes

What are the common roles involved in an in-house SEO team?

An effective in-house SEO team typically comprises various roles, each specializing in different aspects of search engine optimization. At the top, a Manager or Director oversees the entire SEO strategy and ensures alignment with broader marketing goals. Strategists develop tailored SEO plans based on market research and analytics, while Analysts track performance metrics and provide insights to refine tactics.

Content creation is often managed by Copywriters who produce SEO-friendly content, and Outreach Specialists focus on link-building and relationship management with other sites. Technical SEO staff handle the website's technical health, ensuring fast load times, mobile friendliness, and proper indexing.

Daily tasks for an SEO expert include participating in meetings, explaining SEO concepts to colleagues from other departments, staying updated with industry newsletters, and analyzing website analytics and technical issues. As companies grow, hiring a diverse team with these specialized roles becomes vital for comprehensive coverage.

Specialised disciplines required for effective SEO in healthcare

Healthcare SEO requires expertise in several specialised disciplines. Technical SEO ensures websites are compliant with health data standards, load efficiently, and are technically sound for search engines.

Content strategy must include creating authoritative, accurate, and compliant health information.

Local SEO is crucial for healthcare providers to attract local patients effectively.

On-page SEO involves optimizing individual pages for relevant healthcare keywords, employing accessible language, and including proper schema markup.

Off-page SEO focuses on building authoritative backlinks from reputable health-related sites. Visual SEO ensures that images and videos improve user engagement without impairing site speed.

Cross-functional collaboration needed for success

Successful healthcare SEO demands collaboration across multiple departments. Content teams work with SEO strategists to develop accurate health-related content. Developers and technical teams ensure website infrastructure supports SEO best practices.

Designers must craft user-friendly layouts that enhance engagement and accessibility. CRO specialists analyze user behavior to optimize paths to appointment bookings or information requests.

Sales and product teams contribute insights on patient needs and service offerings. Regular communication among these groups helps adjust strategies dynamically and achieve better search rankings.

Hiring challenges and skills gap considerations

Hiring an in-house SEO team presents challenges such as finding professionals with both technical expertise and healthcare industry knowledge. The skills gap may require ongoing training or hiring specialists with experience in medical content, legal compliance, and technical SEO.

Additionally, the cost of recruiting and retaining experienced SEO talent can be high. Smaller healthcare providers might initially handle SEO tasks internally or partner with agencies until they can build a dedicated team.

Balancing the need for specialised skills with budget constraints remains a common hurdle. Combining in-house talent with external consultants or agencies can provide a comprehensive solution.

Role	Key Responsibilities	Additional Notes
Manager/Director	Oversee SEO strategies and team coordination	Provides strategic oversight
Strategist	Develop tailored SEO plans	Focuses on healthcare keywords
Analyst	Monitor performance and interpret data	Uses tools like SEMrush, Ahrefs
Content Writer	Produce optimized health content	Must adhere to compliance laws
Outreach Specialist	Manage link-building efforts	Build trusted health backlinks
Technical SEO Staff	Maintain website health and compliance	Handle website audits

A well-structured team with clear roles and collaborative processes ensures a comprehensive approach to healthcare SEO, fostering sustainable growth and improved patient engagement.

Long-Term Strategy and Ongoing Management

How does ongoing SEO management differ between in-house teams and agencies?

Both in-house teams and agencies are capable of supporting long-term SEO efforts, but they do so in different ways. Agencies tend to offer more flexibility and scalability, working across diverse industries and applying broad strategic insights. They usually have access to advanced tools and expertise, making it easier to implement quick changes and adapt strategies swiftly to evolving search engine algorithms.

In contrast, in-house SEO teams provide a high level of control and consistency, developing tailored strategies closely aligned with specific brand and market needs. They integrate seamlessly with other departments, ensuring that SEO efforts are directly tied to broader company goals and initiatives.

Whether choosing an internal or external approach, continuous optimization, regular content updates, and detailed reporting are essential to sustain and improve search rankings over time. Maintaining this long-term focus requires resources, expertise, and proactive adjustments to adapt to ongoing changes in search engine algorithms.

Ultimately, the decision depends on a company's resource capacity and strategic priorities. Internal teams offer consistency and deep brand knowledge, while agencies provide broad expertise, flexibility, and access to the latest tools, making them suitable for organizations seeking scalable, long-term SEO solutions.

Making an Informed Choice for Your Healthcare SEO Strategy

Selecting the right SEO staffing approach is crucial for healthcare organizations seeking to improve their online visibility, attract more patients, and stay competitive. While hiring an in-house specialist provides deep integration and control, it can be costly and limited in scope. Conversely, outsourcing to an agency offers expert knowledge, scalability, and often a more cost-effective solution, especially for complex or broad SEO campaigns. Many organizations benefit from blending both strategies—using in-house personnel for core brand and strategic oversight while leveraging agency expertise for technical execution and staying ahead of industry trends. Ultimately, understanding your specific needs, budget constraints, and long-term goals will help you choose the most effective approach to support your healthcare business’s growth and success.