“Bringing search in-house” really means, in many instances, creating a new group inside the company – a new division. Sure, they’ll most likely live within marketing, but they will speak an entirely different language, and they’ll interface with so many other groups within your company that care in building this team is critical.
The desire to bring your search marketing efforts inside your direct sphere of influence will allow you some key benefits:
- Immediate access to the knowledge.
- Integration with your current workflow.
- Innate knowledge.
There may be myriad other reasons why your company is exploring this option, including past bad experiences with outsourced efforts, a corporate culture of “build, not buy,” or even a community-focused desire for local job creation. Whatever the reasons, you’re faced with a serious decision. Only you will be able to determine if your reasons merit the effort.
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