Building high-quality backlinks remains a core part of SEO strategy. But the question businesses face isn’t just how to build links—it’s who should do it. Should you hire a specialized link-building agency or build an in-house team? Each option has strengths and limitations, and the right choice depends on your goals, budget, and how quickly you need results. Let’s break it down.

Link Building Agency: Pros & Cons

Working with a link-building agency can be a smart move for companies that want results without managing everything internally. Agencies bring expertise, scale, and processes that most internal teams struggle to replicate right away.

Pros of Hiring a Link Building Agency

A reputable link building agency comes with experience, established relationships, and proven systems. Here are the main advantages:

• Immediate Access to Expertise: Agencies work with various clients across industries. They understand what works and adapt strategies fast. There’s no learning curve like there is with new internal hires.
• Faster Execution: Agencies can usually start delivering results within a few weeks. With tools, templates, and outreach processes already in place, they don’t need time to set up.
• Access to a Larger Publisher Network: Many agencies have strong relationships with editors, bloggers, and site owners. This makes it easier to secure placements on high-authority domains.
• Clear Deliverables and Reporting: Agencies often work under contracts that guarantee a specific number of links or placements per month, along with performance reports.
• Reduced Hiring Burden: There’s no need to recruit, onboard, or train. This saves time and reduces HR overhead.

Cons of Hiring a Link Building Agency

Despite the benefits, working with an agency isn’t always the right fit. Here are the downsides:

• Higher Monthly Cost: Agencies charge for their team, tools, and profit. This often results in a premium monthly fee compared to the cost of maintaining a small in-house team.
• Limited Customization: While many agencies offer tailored strategies, they often rely on processes that work across industries. This can result in less personalized outreach and content.
• Less Control: You don’t get direct visibility into how the outreach is done, what communication looks like with publishers, or what templates are used.
• Potential Quality Gaps: Not all agencies are transparent. Some cut corners, rely on shady link schemes, or make unrealistic promises. Always research thoroughly before choosing a partner.

In-House Link Building Team: Pros & Cons

For businesses that want tighter control over their SEO efforts and plan to build a long-term strategy, creating an in-house link-building team can be a strong option. However, it requires a significant investment of time, money, and internal resources to do it effectively.

Pros of Building an In-House SEO Team

An in-house team gives you full control over each part of the process. From writing outreach emails to choosing backlink opportunities, everything can be adjusted to fit your brand’s tone and messaging. Team members become familiar with your business, which helps them produce relevant content and connect with the right audience. 

Another benefit is the ability to adjust strategies quickly without needing outside approval or contract changes. Over time, investing in internal talent creates a stable resource that supports ongoing growth.

Cons of In-House Link Building

The downside is the slow ramp-up. Recruiting skilled professionals, training them, and setting up efficient workflows can take months before any significant results are visible. The financial commitment is also considerable—employee salaries, tools, content development, and outreach costs can become expensive. 

When it comes to scaling, internal teams often hit limits. Expanding link-building efforts across different industries or countries may exceed the capacity of a small team.  Lastly, the repetitive nature of link outreach can lead to burnout, especially without enough support or variation in day-to-day tasks, making staff turnover a potential concern.

Link Building ROI Comparison: Agency vs. In-House

When evaluating return on investment, both agency and in-house approaches have their own strengths depending on the priorities. Below is a comparison based on the key factors that influence ROI.

Speed of Execution

• Agency: Most agencies can deliver links within the first month. Their systems are ready to go. They often have templates, contact lists, and trained outreach specialists.
• In-house: Internal teams need time to get up and running. Hiring and training can take months, and the first few outreach campaigns may bring slow results.

Winner: Agency

Quality & Diversity of Backlinks

• Agency: Good agencies provide links from a wide range of domains, industries, and authority levels. Their connections make it easier to diversify backlink profiles.
• In-house: Teams focused on a single brand may struggle to build such a wide network. But they can craft content that’s more aligned with the brand message.

Winner: Agency for diversity, In-house for brand alignment

Long-Term Cost Efficiency

• Agency: You pay a premium that covers their team, tools, and overhead. Monthly costs stay relatively fixed but may add up over time.
• In-house: While setup costs are higher, the ongoing cost per link often goes down as the team gains efficiency and experience.

Winner: In-house (long term), Agency (short term)

Scalability & Flexibility

• Agency: Agencies can scale fast. Want to double your link volume next month? They can likely do it. Need to pause? They’re ready.
• In-house: Scaling up internally takes more time and planning. It involves hiring, onboarding, and possibly restructuring workflows.

Winner: Agency

Final Verdict: Which One Wins for Your Business?

There isn’t a universal answer to this question. Every business operates with its own goals, budgets, and timelines. What works for a startup focused on growth might not work for a large organization that wants tighter control over branding and outreach.

If your company needs quick results, lacks internal expertise, or doesn’t want to handle the daily work of link building, hiring an agency can be a more practical option. Agencies provide speed, access to a wide range of contacts, and established processes that deliver outcomes fast. They’re particularly helpful for businesses that need a large number of links or are in markets where strong online visibility is hard to achieve.

On the other hand, if you’re building for the long term, want to control every aspect of your SEO strategy, or plan to heavily integrate link building with other marketing efforts, an in-house team might deliver better ROI. While it requires more upfront investment, it can pay off through lower long-term costs, deeper brand alignment, and closer oversight.

Quick Summary: When to Choose Agency vs. In-House

Choose an agency if:

• You need fast results
• Your team lacks link-building expertise
• You want to avoid hiring and training
• You prefer predictable monthly deliverables

Build an in-house team if:

• You have long-term SEO goals
• You want full control over strategy
• You’re ready to invest in training and growth
• You value brand consistency across outreach

Hybrid Model: Best of Both Worlds?

Some companies find success using both. They build a small in-house team to handle strategy, brand messaging, and content creation while outsourcing execution or link placements to an agency. This structure allows internal staff to guide the overall direction while taking advantage of the agency’s speed, reach, and operational efficiency.

A hybrid approach also makes it easier to scale link acquisition during peak periods without putting pressure on internal resources. It offers the flexibility to shift priorities without compromising performance.

Another option is to begin with an agency to understand what works, study their systems, and absorb their best practices. Over time, as your in-house team grows more capable, you can gradually bring link-building efforts in-house while continuing to use the agency for high-volume needs or special campaigns.

Final Words

The right approach to link building depends on your business stage and goals. Agencies bring speed, scale, and experience. In-house teams offer control, brand alignment, and long-term savings. Think about where you are now, where you want to go, and which model gets you there with the best return.

No matter which path you take, consistent, high-quality link building is still one of the best ways to improve your search visibility and organic growth.