SEO agencies are becoming obsolete
Today’s opinion post is by Alyssa Shupnacki, Content Lead at Thrive Media Group. She has over 15 years of experience in marketing, SEO, and analytics.
Working in tech marketing since 2015, I’ve watched SEO change from a specialist discipline into something more integrated. The reality? SEO agencies are becoming obsolete. Having managed both agency relationships and in-house teams, I’ve seen firsthand how the landscape has shifted.
Back in 2018-2019, SEO agencies were essential - they had the expertise and tools most companies couldn’t access internally. Now? That advantage has evaporated. Our internal marketing team handles what we used to pay agencies $15k/month for, and we’re seeing better results.
The tools changed everything. I remember when enterprise SEO platforms were prohibitively expensive. Today, my team uses Ahrefs and SEMrush daily. These tools demystified keyword research, competitive analysis, and technical SEO. Even our content writers, with basic SEO training, can optimize effectively.
Google’s algorithm updates (particularly the helpful content update in 2022) completely changed the game. Machine learning now recognizes user intent far better than mechanical keyword matching. Some agencies still push outdated tactics - I recently reviewed a proposal full of exact-match anchor text recommendations. Made me cringe.
SEO has merged with broader marketing efforts. Running campaigns at [company name], I’ve seen how organic search performance ties directly to our content strategy, social presence, and PR wins. The silos are gone. Our in-house team adapts faster because they’re embedded in all these channels.
The advantages of keeping SEO in-house have become clear:
- Direct access to product roadmaps and customer research
- Real-time collaboration with content and social teams
- Quick pivots when algorithms or market conditions change
- Deep understanding of our audience segments
The cost equation has shifted too. Training our existing team on SEO fundamentals proved more valuable than agency retainers. Plus, we’ve built institutional knowledge that stays with us.
Data privacy concerns sealed the deal for many companies. After a concerning incident where an agency accidentally exposed some of our keyword data, we decided to keep everything internal. The control and security are worth it.
Building internal expertise creates unexpected benefits. Our team spots opportunities agencies might miss because they understand our product evolution and customer pain points intimately. Just last quarter, we identified a new keyword cluster that drove significant qualified traffic - something our previous agency overlooked.
Agencies aren’t vanishing overnight, but their role is diminishing. The tools, knowledge, and integration capabilities that once justified their fees are now widely accessible. This shift forces us to reconsider how we structure our marketing operations.
Success in modern SEO requires deep audience understanding and content that truly serves user needs. Internal teams, with their direct connection to customers and product development, are better positioned to deliver this.
Focus on helping your internal team. Give them the tools and training they need. Connect SEO to your broader marketing strategy. Once you build that foundation, external agencies become optional rather than essential. The future of SEO belongs to adaptable in-house teams who truly know their business.