Link building, as everyone already knows, is about getting hyperlinks from other sites – to get your site’s authority boosted. The better the links, the better the search rankings. However, link building is complex and time-consuming. So many businesses do wonder: should we really do it ourselves or rather outsource it? Let’s dive into the pros and cons.

The Importance of Link Building

Getting hyperlinks from other sites is the key to SEO success. Search engines like Google view these links as votes of confidence, and high-quality backlinks improve your website’s credibility (in the eyes of Google, at least). Without links, your SEO efforts might fall flat.

It’s like trying to get into a well-renowned club: the more friends you have inside vouching for you, the easier it is to be let in. Links from reputable sites are like those friends, telling search engines your site is worth visiting. Or think about how you trust product reviews on reputable sites. If a top tech blog links to a new gadget, you’re more likely to check it out. The same logic applies to link building.

Link building also helps in driving referral traffic. When people see links to your site on other websites, they might click through to visit. This not only boosts traffic but can also lead to higher engagement and conversions. So essentially, link building supports your SEO strategy in multiple ways, and that’s why we call it a cornerstone of digital marketing.

Benefits of Outsourcing Link Building

Expertise and Experience

Outsourcing means that you are getting professionals. You’re hiring those who know SEO inside out, whose job it is to stay on top of trends and know the latest algorithm changes. Their experience allows you to develop the best strategies, and you won’t have to trial and error: experienced link-building experts already understand what works and what doesn’t. They have honed their skills through many campaigns and understand the nuances of different industries.

Depth of knowledge is something that can take years to create in-house: it takes both time and money. Agencies offer tools and methods that may be new to you. They can perform advanced analytics, use specialized software, and apply proven methodologies. With this expertise, you get better leads, faster results, and a higher return on investment.

That’s if you choose the right agency.

Time Savings

Link building eats up time. It’s all about research, trials, fails, research again. Or you can outsource, free up time, and get to focus on core business activities instead. This is great for small teams. They can focus on products or customer service.

Think of the time spent on finding prospects, reaching out, following up, and creating link-worthy content. These kind of tasks require attention to detail. Why not delegate these time-consuming tasks to specialists who can do them more efficiently? Isn’t delegating one of the main things they teach us in business schools?

Access to Established Networks

Link builders have great networks. They know lots of websites and influencers. This means quicker link placements. Building such networks takes ages.

Established relationships with webmasters, bloggers, and influencers are invaluable. These connections usually facilitate faster approvals and provide more favorable placements. This network effect isn’t something that can be easily replicated in-house. Especially if you’re starting from scratch!

For instance, a seasoned link-building agency might have a direct line to high-authority sites that are otherwise hard to reach. This advantage can significantly speed up your link-building efforts and yield better results.


Outsourcing is flexible and scalable. Need a few links or many? Agencies adjust to your needs. This helps during growth or busy times. No need to hire or train extra staff.

When your business grows (or when you launch a new product) demand for links spikes. Outsourcing allows you to scale up quickly. It also rids you of the hassle of training new employees. Agencies can mobilize their resources to meet your needs, ensuring your SEO momentum is maintained.


Outsourcing can save money. Hiring a team is pricey. Training takes time and resources. Agencies have expensive tools already. You benefit without buying these tools.

Consider the cost of SEO tools like Ahrefs or SEMrush. They’re not cheap. Agencies already have these. You get the benefit without the expense. Plus, you avoid the ongoing cost of training your team. It’s a budget-friendly option.

The cost savings extend beyond tools. Think about salaries, benefits, and overheads associated with hiring in-house staff. By outsourcing, you turn these fixed costs into variable costs. You pay only for the exact services you need and when you need them.

Disadvantages of Outsourcing Link Building

Lack of Control

You lose some control by outsourcing. Another company represents your brand. This can lead to mixed messaging. It’s dangerous if they don’t really get your brand.

There are significant efforts to be made to maintain a clear brand voice. You’d also need to ensure alignment with your overall marketing strategy. So here companies face the risk of miscommunication. Perhaps your agency has lots of other clients, and you are not that important to them. Have they put an intern on your case? Anyway, in the end, this misalignment can result in content that doesn’t resonate with your audience. If an agency secures a link on a site that doesn’t match your brand values, it can even harm your brand’s reputation – though it is, of course, the worst-case scenario.

Quality Concerns

Not all agencies are top-notch. Some use shady techniques. This can get you penalized by search engines. Vet agencies carefully to avoid this. Look for white-hat practices only. Beware of the SEO snake oil salesmen!

A lot of organizations and even SEO specialists make the mistake of outsourcing guest posting activities to SEO agencies, which do a botched-up job of reaching out to sites and creating content.

Quality concerns are a major risk. Some agencies may promise quick results but use tactics that violate search engine guidelines. These black-hat techniques can lead to severe penalties, undoing all your SEO efforts.

Before hiring, check the agency’s track record. Ask for case studies and client references. Ensure they follow ethical practices and remember that transparency helps to avoid surprises. Which you want to avoid because surprises are unpleasant in 99% of cases. Nobody wants surprises.

Communication Issues

Outsourcing to another country can worsen your communication problems. Different time zones, different cultures and styles can clash. Misunderstandings can mess up campaigns. They can lead to delays, missed opportunities, and subpar results. You need to establish a clear communication protocol and set expectations upfront to mitigate these risks.

Better use well-known tools like Slack, Trello, or Asana. And don’t skip regular video calls! They help maintain a personal touch. It is always better with a personal touch.

Potential for Dependence

Relying too much on an agency can be risky, so maybe have a small team with relevant skills in-house. Otherwise, if the agency drops you, it creates a huge problem. Have some employees on the ready to ensure continuity. Just in case. I am not saying your agency will drop you for sure, merely mention that it might happen.

Over-reliance on an external partner can make you vulnerable. If the relationship ends abruptly, you might find yourself without the necessary skills or resources to continue your link-building efforts.

Building some in-house capacity can serve as a safety net. Even if you outsource most of the work, having a basic understanding and some internal expertise can ensure continuity and provide a check on the agency’s performance.

Initial Investment

Outsourcing needs upfront investment. Finding a good agency takes effort. Aligning strategies takes time. For tight budgets, this can be tough.

The initial phase of outsourcing can be also time-consuming. You need to find the right agency, negotiate terms, and discuss your strategies. This can be challenging, especially for small businesses with limited budgets.

But look at it as if it’s a long-term investment. You’ll see that this initial effort can lead to substantial returns in terms of higher search rankings and increased traffic.

 Everything will all work out in the end! Probably. Well, most likely. If you choose the right agency.

When to Consider Outsourcing

Limited In-House Expertise

If your team lacks SEO skills, outsource. Experts yield better results than newbies. Their knowledge fills the gap. Experts bring in a level of proficiency and efficiency that can help you significantly boost your SEO results. And maybe your team can learn from those experts, it’s always helpful to see professionals work.

High Growth Phases

You might be too busy with your main business growth to focus on SEO tasks. Outsourcing keeps SEO efforts steady. 

During periods of rapid growth, it is useful to keep focus on core business activities. Outsourcing link building allows your team to concentrate on scaling operations while ensuring that your SEO efforts don’t lag behind.

Short-Term Campaigns

For short projects, outsourcing is smart. Get a quick boost of growth without long-term hiring. Spare yourself the awkward lay-off conversation. Outsourcing is efficient and no one will expect you to use an outsourcer forever, so there will be no hard feelings when you part ways with your agency.

Let’s say you need to build a deck. You rent a power saw instead of buying one. It’s cost-effective and practical. For short-term SEO campaigns, such as a seasonal promotion or a product launch, outsourcing gives you the boost you need without the commitment.

Access to Specialized Tools

SEO tools can be expensive. Agencies already have these tools. You gain all the access you need without extra costs.

Tools like Moz, Majestic, or Screaming Frog are essential for effective link-building. They provide insights and data that are crucial for success. Agencies typically have access to these tools and know how to use them effectively.

Managing Multiple Campaigns

Handling several campaigns at once can be tough. Outsourcing helps manage this load. Agencies can juggle multiple projects efficiently, without compromising on quality or efficiency.

How Serpzilla Can Help Manage Link Building

Serpzilla can automate your link-building process. It saves time and resources. This increases efficiency and improves link quality. We know how to do these kind of things. We offer transparency and accountability. You will have a clear view of what’s happening every step of the way. And as we said earlier – it’s cost-effective. There is no need to invest in expensive tools or training. Serpzilla already has what you need.

You get more time to focus on your core business tasks, while we provide you with top-quality links. 

Serpzilla’s network is vast, and we always know the right sites to target. This means quicker, better results. Our clients get expert link-building without the hassle.

Customized Strategies

Every business is different. Serpzilla tailors its approach to your needs.

Advanced Analytics

Serpzilla uses high-end analytics tools. You get detailed reports and insights, and you can train your employees as you go, tracking progress and measuring success.

Quality Assurance

Serpzilla focuses more on quality than quantity. We use “white-hat” methods. This ensures sustainable and long-lasting results.

Comprehensive Support

Serpzilla offers full support – from strategy to implementation. We will be with you every step of the way. We’re easy to contact, always responsive, reachable, and ready to explain everything down to the last detail. This partnership will guarantee your link-building success.


Deciding to outsource or not depends on your needs. 

Outsourcing offers expertise and saves time. It gives access to networks and is scalable. But, it means less control and potential communication issues. 

Handling it in-house gives control and deep knowledge. It can be cost-effective but requires time and expertise.

At Serpzilla, we get link building. We offer tailored solutions for businesses. Whether you outsource or go in-house, stay informed. Be strategic and prioritize quality.

Remember, good links are like good jokes. It’s all about the right placement. 

  • Sergey Pankov

    Sergey is a seasoned SEO expert with 20+ years of experience, global link building opinion leader, he is a regular speaker at various SEO conferences and webinars dedicated to website optimization. As a CEO at, Sergey is responsible for strategic & operational management of business areas, business scaling, building first-class customer service, innovation & technology management, hiring & management of teams of talents. Sergey's Linkedin