So you want to get your business in front of your ideal customer in search engines, and you’ve decided to hire expert SEO help for this.

Your options are typically to work with an SEO agency or to hire an SEO freelancer. But how do you know which is best for your needs?

Choosing between an agency and a freelancer can be challenging. They both have their strengths and weaknesses – one is not better than the other.

What matters is whether they can bring you the results you’re looking for.

I have worked full-time at SEO agencies, in the whole spectrum of roles – ranging from SEO strategy to operational management and hands-on, in-the-trenches SEO work.

I also have extensive experience doing all of the above as a freelancer.

SEO Agency vs SEO Freelancer

The main differences between SEO agencies and SEO freelancers are that agencies generally have more diverse expertise and charge higher fees, while freelancers tend to have specialized knowledge and are usually more affordable.

Here’s a summary of the key differences, pros and cons between working with an SEO agency and working with an SEO freelancer.

	SEO Agency	SEO Freelancer
Cost	Higher fees, often with a minimum retainer	Generally more affordable, flexible pricing
Expertise	Diverse team with varied skills	Specialized knowledge, often niche-focused
Resources	Access to advanced tools and technologies	Limited to freelancer’s own tools
Communication	Structured, often multiple points of contact	Direct, often faster responses
Scalability	Can handle large, complex projects	Best for smaller projects, limited capacity
Consistency	Established processes, generally reliable	Depends on the individual
Accountability	Contractual obligations, more formal	Informal, reputation-based
Transparency	Depends on the agency, but can be challenging	Generally more transparent, what you see is what you get
Commitment	You’re one of many clients	Higher commitment to your success

Let’s take a closer look at each aspect.

Cost

Cost is a primary concern for many businesses.

SEO agencies generally charge higher fees. They often require a minimum retainer, which might be out of reach for smaller businesses or startups. However, these fees typically cover a wide range of services and access to a team of experts.

SEO freelancers tend to be more affordable. Their pricing is usually more flexible, making them a viable option for businesses with tighter budgets. However, this lower cost might come with limitations in terms of resources and scalability.

Having said that – I know high-end freelancers who charge more than agencies.

You’re going to run into a wide variety of cost proposals across the whole spectrum. The key is knowing what you’re buying, and who you’re buying it from.

Expertise

SEO agencies employ a diverse team of specialists. This means you benefit from a wide range of expertise that often goes beyond just SEO.

The collaborative environment ensures comprehensive strategies that cover all aspects of SEO – and a good agency will also consider the role of SEO in your overall marketing strategy.

The more complex the project, the more expertise you need.

For SEO to work optimally, you will often also need “shoulder” expertise such as web developers and designers. Large agencies will have those bases covered, while a freelancer may not have the skills required to actually implement some of their own recommendations.

Many freelancers focus on specific areas of SEO, which can be a significant advantage if you need expert help in a particular niche. Some freelancers will be masters at technical SEO, others might be expert content strategists.

But you might need to hire multiple freelancers to cover all your SEO needs, which can complicate project management.

An agency is generally able to offer a more comprehensive solution due to the wider range of expertise they have access to.

Resources

Agencies typically have access to advanced tools and technologies.

This enables them to perform in-depth analysis, track performance metrics, and implement sophisticated SEO strategies. They can leverage these tools to provide a high level of service.

Freelancers usually rely on a few specific tools, which might be more limited in scope. While many freelancers are skilled in using their tools effectively, they may not have the same breadth of resources as an agency.

The cost of tools adds up. Agencies need tools all the time for many different clients, and price their expenses into their retainers. Freelancers need to be more lean and it often makes sense for them to minimize their recurring costs – which means fewer ongoing subscriptions to tools.

I recommend discussing which tools are going to be needed, and who is expected to pay for them.

Communication

When working with an SEO agency, you’ll often have multiple points of contact.

This structured communication can be beneficial for clarity and ensuring that your project stays on track. However, it can also slow down the process, as messages might need to pass through several people.

Your main point of contact may be an account manager who isn’t necessarily the person doing the actual work – and they may not have the expertise to quickly answer complicated questions.

Freelancers provide more direct communication and are more immersed in the task at hand. 

You’re typically dealing with one person, which should lead to faster responses and quicker decision-making. This direct line of communication can be especially useful for urgent tasks or projects that require frequent updates.

Scalability

Agencies are well-suited for handling large, complex projects.

Their ability to scale means they can manage extensive campaigns, adapt to growing needs, and provide consistent results over time. This makes them ideal for businesses looking to expand their reach significantly.

Freelancers, while flexible, generally have limited capacity.

They are best suited for smaller projects or businesses with more modest SEO needs. If your project grows beyond a certain point, you might need to bring in additional help, which can complicate things.

However, many freelancers do have an extensive network they can leverage.

If you’re considering a freelancer over an agency, but you expect the project might get more complicated over time, it’s a good idea to discuss possibilities to scale early on. Their answers and resourcefulness might surprise you!

Consistency

SEO agencies have established processes and protocols that ensure consistency in their work. 

You can expect a systematic approach and regular reporting, which helps in tracking progress and making adjustments as needed.

A freelancer’s output can vary depending on their workload and availability.

While many freelancers are highly reliable, their solo nature means that unexpected issues (like illness or personal commitments) can impact their ability to deliver consistent results.

Deadlines and expected turnaround times are crucial aspects you should consider when choosing between an SEO agency and a freelancer.

Accountability

Agencies operate under formal contracts, which outline their responsibilities and deliverables. 

This legal framework provides a level of accountability that can be reassuring. You have a clear recourse if things don’t go as planned.

Freelancers often operate on a more informal basis. Their accountability is largely based on reputation and client feedback.

While many freelancers are highly committed to maintaining their reputation, the lack of formal contracts can be a concern for some businesses.

Transparency

Agencies often have access to a wide range of expertise, ranging from senior SEO strategists to juniors who are just starting out.

It’s in the agency’s best interest to keep their costs as low as possible – which often means junior, less experienced SEOs are taking on the bulk of the work.

This isn’t necessarily a bad thing.

A good agency will have quality control nailed down, and ensure everything gets delivered with expert sign-off. But who is doing the actual work does matter, and it’s a question you should ask.

With an SEO freelancer, their level of expertise is what you’re getting. It’s a lot more straightforward. You know who is doing the work, and who is responsible.

Another very important question to ask is what is being done. I strongly advise against working with an agency OR a freelancer who is not being completely transparent in what they are doing.

I know too many stories of SEOs using questionable or outdated SEO tactics that either have no effect, or can even have a net negative effect on rankings.

Commitment

SEO agencies need to be profitable. Often, you are one of dozens – if not hundreds – of clients they work with.

If an agency runs into capacity issues, they may have to temporarily deprioritize work for some of their clients. Ultimately, their top commitment and priority then shifts to the highest-paying clients.

This happens more often than you would think, as scaling an agency is challenging. Typically, more clients are on boarded first, and hiring more staff follows after.

The agency often relies on external freelancers for some of the workload.

A good question to ask is how many clients the agency typically works with simultaneously, and how they can ensure they can continue delivering a high level of service to you. Of course, you should also look at the size, history, and reputation of the agency.

Freelancers, on the other hand, generally only have the capacity to take on a certain number of clients in the first place.

Building a long term working relationship with clients is worth a lot to a freelancer, as it generates a predictable revenue stream and cash flow. It’s in the freelancers best interest to go above and beyond and to be committed to your success.

The Answer Isn’t Always Obvious

Choosing between an SEO agency and an SEO freelancer depends on your specific needs, budget, and project scope.

To summarize:

• If you have a larger budget, need a wide range of services, and want the assurance of established processes, an SEO agency might be the best choice.

• If you’re a smaller business with a tighter budget, need specialized expertise, and/or prefer direct communication, an SEO freelancer could be a better fit.

Evaluate your priorities, consider the pros and cons, and make a choice that aligns with your business goals. Both options can deliver excellent results when matched with the right projects and expectations.

Hold On – There Is a Third Option

This is where I come in with a shameless plug.

Why not do a bit of both?

I am a freelancer and I work for SEO agencies. This gives me access to an extensive network of specialists and resources, built up over a decade.

Based on your needs, I can either take on your project myself or refer you to an agency with more resources than I personally have access to. Sometimes, the answer can be a hybrid or a combination of both.

Whichever option you end up choosing – make sure they’re using the SEO pareto principle to get you the biggest bang for your buck.

Let’s have a chat to find the best solution for your needs.