If you’re deciding between hiring an SEO agency or a freelancer, you’re not alone. Many businesses face this choice when looking to improve their website’s visibility online. Both options have their own benefits and downsides, and which one is better for your business will depend on your needs, budget, and goals.
Freelancers tend to be less expensive and offer a more personal service, while agencies usually have a wider range of skills, more resources, and can manage larger or more complicated projects. Taking time to think about what you really need is the best way to pick the right option for your SEO plan.
Search Engine Optimization (SEO) is simply the process of helping your website rank higher in search engine results. When someone goes online looking for information, products, or services, they usually stop at the first couple pages of search results.
The top result on Google can get nearly 40% of all clicks, but by the third spot, that drops to just 10%. This shows why strong SEO isn’t just helpful-it’s absolutely needed if you want people to find your site and become customers.
No matter if you choose a specialist or a team, the main aim is always to improve your rankings, boost website traffic, and build a strong presence online. If your business aims to grow internationally, working with an international SEO company can give you the expert help and strategies needed to compete around the world.
What Does an SEO Agency Do Compared to a Freelancer?
It’s important to know the main differences between an SEO agency and a freelancer before making a choice. Both types want to get your business to rank better in search engines, but how they work and what services they offer can be very different.
An SEO agency is a group of professionals who each focus on different parts of SEO. Picture it like a team where some people handle content writing, others manage technical SEO, some do outreach, and project managers keep everything on track. This teamwork lets agencies offer a complete range of SEO services and handle complicated projects.
With clear systems and teamwork, agencies usually provide reliable quality and stick to deadlines. If someone is away, another team member fills in. Project managers act as your main contact, making it easier for you to communicate and keeping your project on schedule.
In contrast, an SEO freelancer usually works alone or with a small group. They handle all (or most) parts of your project themselves. When you hire a freelancer, you talk directly to the person doing the work. This can help them really understand your business and offer a more personal touch.
Sometimes, freelancers hire others for writing or design, but mostly, they keep control over your project. Freelancers usually cannot offer as many different services at once, since they only have so much time and expertise to give.
Key Differences in Approach and Team Structure
- Agencies: Have teams of people, each with their own specialties. For example, if your site needs technical fixes, there’s a tech expert ready. If you need a lot of content, there’s a writing team. Agencies work with organized systems so your project is managed professionally every step of the way.
- Freelancers: Usually work alone and specialize in one or two areas. While this direct contact can lead to good communication, if your project needs a lot of different skills, you might need to hire more freelancers or have someone in your company fill the gaps. Freelancers can adapt faster to changes, but they may not be able to handle unexpected problems or large projects as easily.
Which Businesses Usually Choose Which?
- SEO agencies are usually picked by medium to large companies, or by any business with complicated SEO needs. If you want someone to handle everything for you-technical audits, writing, link-building, and keeping everything running-an agency is probably the best choice. Agencies are also good if you want one company to handle multiple marketing services (like SEO, social media, and PPC) and give you regular reports.
- Freelancers are a popular choice for startups, small businesses, and anyone with a tight budget. If you just need help with certain tasks-like keyword research, writing, or a specific technical fix-a freelancer can help without costing as much as an agency. They’re also a good fit when a business wants close direct contact with the person doing the work or isn’t ready to hire someone in-house yet.
What Are the Pros and Cons of Hiring an SEO Agency?
Hiring an SEO agency can have big benefits for your business, but there are also some things to watch out for. Here’s a straightforward look at the good and the bad:
What’s Good About Agencies? (Pros)
- Wide range of experience: Agencies have whole teams, so whatever your SEO need-technical, content, or outreach-there’s someone with that skill on hand.
- Lots of tools and resources: Agencies use advanced SEO software for research, competitor analysis, and site audits. These tools can be expensive for just one person to buy, but agencies can afford them and use them to get better results.
- Organized systems: Agencies run with clear plans, regular updates, and set deadlines. Their team setup means if one person isn’t available, someone else will step in without delays.
What’s Not So Good? (Cons)
- Higher costs: Agencies are more expensive because they have more staff, office costs, and use pricier tools. Monthly fees can be high, which might not work for smaller businesses.
- Contracts: Agencies usually need you to sign up for at least six months or a year. This is to give SEO time to work, but not everyone wants to commit for that long.
- Less personal attention: Since agencies have many clients, you might not get their full focus, although the best agencies really try to engage their clients.
What Are the Pros and Cons of Hiring an SEO Freelancer?
Working with a freelancer can be a great option for many businesses, but there are some limits to be aware of.
What’s Good About Freelancers? (Pros)
- Lower cost: Freelancers don’t pay for big offices or large staff, so their prices are often more affordable. Rates can range from £500-£2,000 per month, which is much less than most agencies.
- Flexibility: Freelancers can work on single projects or short-term jobs. You can hire them for just the services you need, when you need them.
- Personal service: You get to talk directly to the person doing your work, which often makes for fast communication and a closer working relationship.
What’s Not So Good? (Cons)
- Limited skills: One person can’t be an expert at everything, so if your project needs lots of different skills, a freelancer might not be able to cover it all.
- Workload limits: Freelancers can only handle so much work at once. If they’re busy or become unavailable, delays happen more easily than with an agency.
- Fewer tools: Freelancers might not have access to all the advanced SEO tools agencies use, which could limit the detail they can offer in their analysis and reporting.
How Do Results and Scalability Compare Between Agencies and Freelancers?
If you want to see real results and plan for your business to grow, you’ll want to know how agencies and freelancers perform as your company and goals get bigger.
| Aspect | Agency | Freelancer |
| Speed of Delivery | Works with teams, so large and urgent projects can be done faster | Can complete tasks quickly in their main skill area, but may be slower on big or complex projects |
| Scalability | Can handle larger projects and add more resources as your business grows | Might struggle with much larger projects or fast growth, since capacity is limited |
| Long-term partnership | Structured for long-term support, ongoing maintenance and regular reporting | Can build great long-term bonds, but lack of backup can be an issue if the freelancer gets too busy or leaves |
How Does Pricing Work for SEO Agencies vs. Freelancers?
Price is often a major factor. Agencies and freelancers charge in different ways, and costs can vary widely.
Cost and Payment Structures
- Agencies: Cost more, usually charging monthly retainers between £1,500 and £15,000+ depending on the level of service. Some offer one-off project rates. Agencies often ask you to sign up for several months at a time.
- Freelancers: More affordable, with monthly rates typically between £500-£2,000. Can also offer hourly or per-project pricing. No big contracts required, and you pay only for the services you want.
What Affects SEO Prices?
- How complex and large your project is
- How much expertise is needed (specialty or standard work)
- Your industry (more competition often means higher costs)
- Location of the agency or freelancer (city-based professionals may charge more)
- Reputation and proven results
- Types of tools and software used
- How much client support and reporting is included
Thinking About Return on Investment (ROI)
Focusing only on the cheapest option can backfire. The goal with SEO is to get more value back than you put in-through more visitors, leads, and sales.
An agency costs more but might deliver bigger long-term returns if your business needs full-service SEO. Some freelancers are also very effective for certain projects. Always think of SEO as an investment, not just an expense.
What Should You Think About When Deciding Between an SEO Agency and a Freelancer?
This isn’t a simple pick-it depends a lot on your own business. Here’s what to keep in mind:
How Complicated Is Your Project? How Big Is Your Business?
- If you’re a small or local business with basic needs, a freelancer can be a good match.
- If your business is bigger, in a tough market, or needs a wide range of services, an agency will be better prepared.
What Expertise Do You Need?
- If you only need help with content or a few technical issues, a freelancer with that expertise might be enough.
- If you need help across several areas (e.g., technical SEO, writing, link building), an agency can cover all of them at once.
What’s Your Preferred Communication Style?
- If you want direct, informal contact and flexibility, freelancers are usually easier to talk to.
- If you prefer scheduled updates and a set process with clear accountability, agencies probably fit better.
Who Do You Trust for Support?
- Agencies offer more backup and stability, but you may deal with several different people.
- Freelancers handle things personally, but if they get busy or move on, support could be interrupted.
Which Is Better for Your Business: SEO Agency or Freelancer?
There’s no single answer for every business. The right choice depends on what you’re after, your budget, and how you want to work.
When Is an Agency the Better Choice?
- Your company is large or growing quickly.
- You need technical, writing, and promotion skills for big projects.
- Your industry is highly competitive.
- You want one reliable team that manages everything and provides regular reports.
- Your budget allows for a bigger investment in marketing.
- You need the full range of digital marketing, not just SEO.
When Is a Freelancer a Better Fit?
- You have a small business or start-up with a limited budget.
- Your SEO needs are straightforward or targeted (e.g., you just need good web copy, technical help, or monthly advice).
- You want direct, personal communication and fast, flexible adjustments.
- You have in-house marketing but sometimes need outside SEO support.
- You don’t want to sign a long-term contract.
How Should You Make Your Choice?
Start by clearly listing what your business needs, what you can spend, and how complex your SEO goals are. Be clear about what you expect: do you only want to rank a few pages, or do you need to completely boost your online presence long-term?
Check out both agencies and freelancers, looking at their track record, reviews, and how well their own websites rank. Talk with top candidates about how they work, how they report results, and how they solve problems.
Avoid anyone promising guaranteed results or using risky SEO tricks. In the end, choose the option with the skills and working style that best matches your company and future plans. Getting the right SEO support is about finding a partner who will help your business grow and succeed online as things change over time.
