In-House SEO vs SEO Agency: Cost, Results, and Scalability Compared

Since SEO has grown increasingly important in the corporate sphere, a lot of Malaysian companies find themselves asking: should we do SEO in-house or work with an external agency? Both approaches can work, but they have very different costs, are decanted from extremely different assumptions and have long-term consequences beyond your ability to calculate them.

This side by side each other analysis of in-house SEO vs SEO agency deviates towards the practical application (Cost, Performance and Scalability) for businesses to decide on what they want to achieve; not based on assumption a Malaysian company should operate from.

Understanding In-House SEO

In-house SEO means building an internal team or assigning SEO responsibilities to existing staff. This approach gives businesses direct control over strategy, execution, and priorities.

Advantages of In-House SEO

• Closer alignment with the business: An in-house SEO team has in-depth knowledge of a company’s products, services and culture. This can help make it easier to work with sales, marketing and leadership.
• Full control over priorities: Inhouse teams are more responsive to internal changes, product launches and changing business goals that do not require external permissions.
• Long-term knowledge retention: Your SEO insights, data and learnings don’t leave with an external supplier, they remain in the company.

Limitations of In-House SEO

• High upfront and ongoing costs: In Malaysia, employing experienced SEO experts requires paying salaries, benefits and training expenses as well as purchasing equipment. It can be costly to build a complete team (technical SEO, content, link building).
• Limited skill coverage: It’s rare for 1 or even 2 people to be really great at ALL aspects of modern SEO. Technical audits, content strategy, analytics and outreach are different skills.
• Slower adaptation to algorithm changes: Internal teams are less likely to be exposed to different industries or websites, reducing the chance that team members will spot trends early on.

Understanding SEO Agencies

An SEO agency provides SEO services through a dedicated external team. Agencies typically work with multiple clients across industries, which gives them broader exposure to what works and what does not.

Benefits of using an SEO Agency

• Access to specialised expertise: There are usually specialists for technical SEO, content, building links and data analysis. This sort of depth isn't easily recreated, especially in-house.
• Proven processes and tools: Established agencies have workflow, reporting and premium tools already in place, so setup is time is cut out of the equation.
• Scalability and flexibility: SEO companies may scale your efforts up or down based on how many business goals, campaigns, or growth stages you want to develop.
• Faster execution: Already trained and resourced, agencies can cycle through strategies faster than internal teams built from scratch.

Limitations of SEO Agencies

• Less day-to-day control: Enterprises need to trust but verify, using reporting and communication rather than oversight.
• Learning curve at the start: It takes time for the agency to get to know and understand your business, industry or competitive positioning.
• Quality varies by provider: Not all agencies are at that level. Pick the wrong one, and you might end up wasting time and budget.

Cost Comparison: In-House SEO vs SEO Agency in Malaysia

Cost is often the first factor businesses consider, but it should be evaluated realistically.

In-House SEO Costs

Typical costs include:

• SEO specialist salary
• Additional hires for content or technical SEO
• SEO tools and software
• Training and ongoing development

In Malaysia, building even a small in-house SEO function can quickly exceed the cost of working with an agency.

SEO Agency Costs

Agency pricing varies based on scope, competition, and goals. While monthly retainers may seem high initially, they often include:

• Strategy development
• Execution across multiple SEO areas
• Reporting and analysis
• Access to senior expertise

For many businesses, agencies provide broader coverage at a more predictable cost.

Results: Which Delivers Better Performance?

Results depend less on the model and more on execution quality.

In-house SEO works well when:

• The business has long-term SEO maturity
• There is sufficient budget for skilled hires
• SEO is deeply integrated with internal teams

SEO agencies often perform better when:

• Businesses need faster momentum
• Competition is high
• Internal resources are limited
• Strategic guidance is required

In competitive Malaysian markets, agencies often have an advantage due to their exposure to multiple industries and SERP environments.

Scalability: Planning for Growth

Scalability is where the difference becomes most visible.

In-House SEO Scalability

Scaling in-house SEO usually means:

• Hiring more staff
• Increasing training costs
• Expanding tool subscriptions

This takes time and increases fixed costs, even during slower periods.

SEO Agency Scalability

Agencies are built to scale. They can:

• Increase content production
• Expand keyword coverage
• Support new locations or services
• Adjust effort based on performance

For businesses planning expansion or entering new Malaysian markets, agencies often provide more flexibility.

Hybrid Models: A Practical Middle Ground

Many businesses in Malaysia choose a hybrid approach:

• Strategic SEO handled by an agency
• Day-to-day content or coordination managed internally

This model allows companies to retain internal knowledge while benefiting from external expertise and scalability.

How Daiki Media Approaches SEO for Malaysian Businesses

Daiki Media caters to businesses that are looking for SEO to build long-term growth, and not short term victories. Rather than formal plans, the focus here is on business goals, competitive levels and practical time frames.

The focus is on:

• Research-led planning
• Technical foundations that support performance
• Content aligned with search intent
• Transparent reporting tied to outcomes

This option enables businesses to sidestep many of the typical drawbacks associated with an under-resourced in-house team or a low-quality agency.

Final Thoughts

To the argument of in-house SEO vs SEO agency, there's no one-size-fits-all response. The best decision will vary based on budget, stage of growth, local competitors and internal capacity.

Hiring in-house For many organisations, keeping SEO in-house is more about control and alignment, but it comes at a cost. Professional SEO has the expertise, the scale and the speed but with required caution.

The question is simple for most businesses in Malaysia: do you want to grow your search engine optimization (SEO) capability over time, or do you want to get there on the fast track by enlisting experts who are already there?

Making that decision clearly and early could save time and money in the end.

FAQS:

1. Is in-house SEO cheaper than hiring an SEO agency?

Not always. While agencies have monthly fees, in-house SEO includes salaries, tools, training, and long-term overhead, which can cost more over time.

2. Which option delivers faster SEO results?

SEO agencies usually deliver results faster because they have experienced teams, proven processes, and access to advanced tools from the start.

3. Can small businesses in Malaysia manage SEO in-house?

Yes, but results may be limited without specialist expertise. Many small businesses use agencies to avoid hiring multiple SEO specialists.

4. Is a hybrid SEO model a good option?

Yes. Many businesses keep basic SEO tasks in-house while outsourcing strategy, technical SEO, and link building to an agency.

5. How do I choose the right SEO agency in Malaysia?

Look for transparency, clear strategy, realistic timelines, and experience with Malaysian search competition rather than guaranteed rankings.