Another endless question, huh?
Agency or Freelancer? Should I choose a big player or someone exclusively?
Rather to pay more and have a whole team or less and work with a dedicated specialist?
Which choice will bring more results in the shortest time?
You will find answers to these and many other questions.
Let’s begin.
The Size of Your Business
Undoubtedly, the size of your business matters. Both for you and for the entity you will collaborate with.
If you have a beginner-level e-commerce, let’s say with 300 products that you are still adding, and your website is also new with no history, Google probably hasn’t even indexed it yet. In this case, choosing a big player, a well-rated agency with a vast portfolio, would make sense if you knew that you were going to scale tremendously as soon as possible.
Conversely, if you run an e-commerce and this month you’ve added 101,204 products, you’re a really big and recognizable tycoon in your market, then choosing a dedicated agency would be reasonable.
Of course, it’s not a given that a freelancer cannot handle a large e-commerce or a website generating +1M organic traffic monthly with great results. On the other hand, taking into account an agency (let’s say with +50 people onboard) doesn’t always guarantee an immediate boost.
Nevertheless, I recommend opting for an agency if your business is already big enough, your company is thriving, and you plan to leave everything in the hands of competent specialists.
If you are just starting your online business journey, a freelancer will definitely be a better option. Unless you’re just starting but have big expansion plans. In that case, go for an agency with no second thoughts.
Agency 0 – 0 Freelancer
Expertise
What do you think; who can show off more expertise, an agency or a solo specialist with years of experience?
That’s a good question, and I believe there isn’t an unequivocal answer.
An agency may employ 20 people, each of whom may have “limited knowledge”, whereas Freelancer X could have managed million-dollar projects while working for someone else.
However, this is not set in stone, and it doesn’t have to be a scenario for every case.
Usually, freelancers are individuals who have gained notable experience working primarily in other agencies and have decided to work for themselves, having full control over their actions.
Nevertheless, agencies are connected by people.
If you choose Agency X, which employs 100 people, and its SEO department can hire 25 different specialists, there is a likelihood that there are 25 different individuals in that agency who share their expertise in their SEO areas.
Quantity speaks in favor of expertise, that’s why agency would be a better choice in such cases.
Agency 1 – 0 Freelancer
Time to Succeed
The next thing that matters to you is time.
The time when your website will appear at the top of the ranking depends on several aspects:
- its history,
- competition,
- your domain ranking,
- the quantity & quality of the content your website has (and what will be on it).
Undoubtedly, the choice of a freelancer or agency plays a significant role here.
In principle, SEO agencies have a larger knowledge base, tools, and human resources.
Why?
It’s simple; they are larger and employ many specialists. Even if something isn’t sufficient for a particular client, they can afford to acquire external resources due to their substantial inventories.
In this situation, time works in favor of agencies.
In contrast, a freelancer (depending on the individual) naturally has a lower resource of tools, knowledge (compared to, for example, 20 different specialists in an agency), and resource availability. However, don’t judge the book by its cover.
Since time plays an important role, a freelancer can theoretically dedicate more time to your project.
If he wants to develop as a sole trader, he wouldn’t tell you at 5:00 pm, call me back tomorrow. Otherwise, after a few such attempts, you would call him—just like several other clients—to terminate the contract, so that wouldn’t be the best way to run a business.
Therefore, in the case of a freelancer, you can expect more commitment, dedication, and understanding of your project.
Because the numbers in the case of agencies may look somewhat different.
If:
Agency X employs 60 people, out of which 12 of them are SEO specialists. The company serves 800 clients (800 clients for such a company seems normal, doesn’t it?). Look at the numbers below:
- 12 specialists
- 160 hours per specialist [4 weeks * 40 hours each (take into account: breaks, meeting, days off)]
- 1,920 working hours per all specialists (160 hours * 12 specialists)
- 900 clients (in total)
1,920 hours800 clients=2.4 hours monthly
2.4 hours monthly 22 working days=0.1 hours =6 minutes daily
***Don’t forget that I didn’t include breaks, coffees, and any minor time-eaters.
The comparison shows that an agency with 12 SEO specialists and a portfolio of 800 clients can allocate 6 minutes to work on each project, per day.
That’s true. While working in SEO agencies, I never counted on this (fortunately, I didn’t have to), but this number doesn’t appeal to the client.
Let’s face it—there will be clients in the agency who pay $100 per month, and their website doesn’t require too many changes (contract, neither).
But that doesn’t change the fact that every client should be treated the same. The only difference is that one may require more implementation work than the other client (a higher contract = more work has to be implemented).
There are also clients who pay +$5,000 monthly, and working with them requires dedicated account managers and weekly calls to understand where are we getting at.
I have to admit—from the agency’s perspective, it is certainly easier to retain a client because a whole team works on their results: an SEO Specialist, Copywriter, Account Manager, Link Builder, etc.
In the case of a freelancer, he’s responsible for all the results, handling complaints, and extending the contract on their own.
Numbers don’t lie (doesn’t matter how cliché it sounds).
Difficult to match, but too many factors depend on whether you achieve faster results working with an agency or a freelancer.
Agency 0 – 0 Freelancer
Flexibility & Communication
People like to talk, especially about themselves and their problems.
That’s why, working in customer success, you’re paid for talking to your clients. Literally.
Interestingly, many studies show that a dissatisfied customer with the quality of services is more likely to renew their contract (and, as a result, they do) if they are satisfied with the good level of customer service.
In short, if a customer likes you, they don’t want to switch companies. Unless they are very dissatisfied.
In this situation, agencies have an advantage over freelancers.
Why?
If a client doesn’t like a freelancer, it will be difficult to persuade the client to collaborate, let alone renew the contract.
In the case of agencies—if you are reading this article as one of the SEO agency’s clients, remember that seductive voice that assured you that the results will be made themselves 😉
We all know that salespeople at agencies, they’re mostly good at their role. Even if they don’t meet deadlines and could be lazy at work—they usually know how to interact with you. That’s why SEO agencies get so many clients.
Let’s get back on track.
—> A freelancer can tailor their work to your needs, work outside regular hours, and go beyond its strict rules. Agencies have rigid policies they’re unwilling to change.
—> Your freelancer is the one who’ll do everything for you, from answering the phone to optimizing your website. In an agency, after signing the contract, you’ll be handled by multiple specialists. The one you communicate with often doesn’t perform the technical work.
—> How often has a freelancer cheated you? It’s pretty rare. In the case of incompetent SEO agencies, it happens. Pursuing further action can be troublesome. Freelancer wouldn’t want to venture into that field.
Nevertheless, every SEO agency, regardless of the country, is aware of the competition. Indeed, in the digital world, there’s plenty of it. Hence, every agency is now becoming more flexible.
Do you want to negotiate the terms of the contract, its duration, or a paragraphs? Not a problem. At least it shouldn’t be.
My choice in this contest: agency.
Agency 1 – 0 Freelancer
Each of us likes to feel safe, especially when signing a contract.
When it comes to an agency, you have the certainty that the contract you’re signing will be honored until the end. If it isn’t a caught-and-go company, you can be confident in the contract’s fulfillment.
In the case of a freelancer, it can vary.
If they are not a well-known and respected figure in the industry, their risk of reputation loss is very low because they aren’t recognizable on the market. Business not going well? Let’s close it. That’s not how it works with agencies.
From my experience, I got many clients who asked me for details. The length of time the company has been in the market, the number of employees, the size of my team, and even their salary!
We like security and a sense of belonging. Therefore, many people prefer to pay more but have peace of mind than pay less and have concerns and do something on their own (even partially).
The best example—travel agencies. Everyone knows someone who chooses a more expensive but exclusive holiday, even if they knew it’s going to be a dream time.
In terms of safety, the result is undisputed: agency.
Agency vs. Freelancer: 0 – 1
Budget
It’s everyone’s favorite topic, isn’t it?
Kidding, although I know it’s still a decision-making matter.
In a nutshell: Budget is a highly individual.
Example: Company X will charge you $1,000 for optimizing 30 keywords. Company Y will do the same for $500, while Z asks for $1,500. Where’s the logic, huh?
The value of the service determines the quality of the company (read: its services) and the freelancer.
Where they get the links from, how specialized their specialists are, or how long they’ve been in the market, all have a significant impact on the final price.
At first sight, you’d say: a freelancer has to be cheaper. Not exactly.
Note: there are companies that provide services for $100 a month, and there are SEO freelancers who work with clients for a minimum of $5,000 a month.
Budget estimation also depends on the competitiveness of your business, your website’s history, and, of course—your requirements.
My advice: always choose reputable companies.
It’s best to send inquiries to 5–7 companies and select the one that offers the best deal. Pay attention not only to the appearance & font of the proposal but also to the overall package of services, responsiveness, and adequacy to your query.
After all, if Company X responds to your proposal after 4 days, and another company responds within 30 minutes—which one would you choose?
Agency 0 – 1 Freelancer
Case Studies & Testimonials
Case studies and testimonials are what give you certainty that a particular company can achieve success in your industry.
Currently, there are companies that specialize in selected industries: iGaming, beauty, insurance, etc. What’s your industry?
Before starting cooperation, ask for selected case studies and client references from your industry. This is crucial because many SEO agencies can boast of good references, but they are not always relevant.
If you want to stubbornly confirm the credibility of the company, you can contact the companies from the references. In an ideal scenario, these references should have contact details for decision-makers.
However, if you represent an SEO agency, before including personal data in the references, contact that company.
Why?
Personally, I had an example with a client I worked with for 2 years. Great results, I received thanks in emails. I asked for references—I received them, and including contact information was obvious to me. But only to me.
After 3 weeks of continuously sending them to clients, the client personally called me, saying that over 60 people had contacted her! I almost lost the client. Fortunately, everything ended well.
Summing up: references are very important and strongly influence the credibility of a company. As a client, you always have the right to request and scrutinize them. As an agency, try to get them as much as possible.
Both agencies and freelancers can have many good references.
However, strong references often come from large companies, and these are usually managed by agencies. A single person (freelancer) wouldn’t be able to handle big companies, such as Empik, Louis Vuitton, or Answear.com due to a lack of resources.
If you are a big player (or aspire to be one) and expect notable references, you will only receive them from agencies.
Agency 1 – 0 Freelancer
Hiring an Agency: Pros & Cons
Pros:
- Comprehensive Services: Agencies often offer a wide range of services, including SEO, content marketing, social media, and more, providing an all-in-one solution for your digital marketing needs.
- Expertise: Agencies typically have a team of specialists with diverse skills and experiences, ensuring that your project benefits from a range of knowledge.
- Resources: Agencies have access to advanced SEO tools, technologies, and data analytics that may not be affordable for individual freelancers.
- Scalability: Agencies can handle large-scale projects and adapt to changing demands quickly.
Cons:
- Costly: SEO agencies are usually more expensive than freelancers, which may not be feasible for small businesses with limited budgets.
- Less Personalization: Due to the size of agencies and the number of clients they manage, you may have less direct communication and a less personalized experience.
- Potential for Overhead: Some agencies may have overhead costs that don’t directly contribute to your project’s success, potentially inflating the overall cost.
Hiring a Freelancer: Pros & Cons
Pros
- Cost-Effective: Freelancers often charge lower rates compared to agencies, making them budget-friendly for small businesses and startups.
- Personalized Service: Working directly with a freelancer allows for a more personalized and one-on-one relationship, which can lead to better communication and understanding of your needs.
- Flexibility: Freelancers can be more flexible in adapting to your project’s changing requirements and timelines.
- Specialization: Freelancers may have niche expertise in specific industries or aspects of SEO.
Cons:
- Limited Resources: Freelancers may lack the resources, tools, and manpower available to agencies, which can affect the scale and speed of your SEO campaigns.
- Availability: A freelancer may have limited availability, especially if they are juggling multiple clients or projects simultaneously.
- Single Point of Failure: Relying on a single freelancer means that if they become unavailable or face personal issues, your SEO efforts may be disrupted.
I couldn’t forget about the match results:
Agency 3 – 2 Freelancer — congrats!
You already know the score and the strong arguments. Who would you choose?
Write to me about your experiences, who you chose, and why. I’d be happy to write a post about it! 🙂
If you liked that—share it and comment.
If you’d like to add something, reach out to me on LinkedIn or X (formerly Twitter).
And thank you for reading!
Author Profile
- Simon Gorlak is a Digital Marketing Expert with over 8 years of experience. He specializes in 3 areas: SEO, Copywriting, and Email Marketing. Simon's blog gathers knowledge that helps Marketers & C-level to increase profits from their online businesses. Also, his content helps to reach the most difficult customers, make others' content to be read & purchased. Besides digital marketing, Simon speaks 4 languages: English, Spanish, Portuguese, and Polish & works as a Head of Business at an Indian Start-up.
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