Inhouse SEO versus outsourced – but data can be deceiving

From toprank quoting Marketing Sherpa SEO report

For SEO, overall site traffic lift six months after optimization was:
Agency optimized 110% increase
In-house optimized 38% increase

OK, so for those of us who sell SEO as a service this is great news.  But let me flip that statistic for you.  It means that the content matter experts, the client themselves, is incapable of correctly articulating their point from a search engine perspective.  This indicates a huge failure on the part of both the authors (what IS your point?) and the search engines (trying to read the minds of the authors).  This is NOT good news for distributed authoring and putting SEO in the hands of the everyday user.

Our position remains that distributed authoring is vital to society.  It is vital to creating the mass that becomes the wisdom of crowds.  That voice can’t be heard if tools like search engines and SEO that is content focused doesn’t come naturally to the authors even if helped with tools (think wall studfinders when hanging a painting, that is what a keyword density calculator should be like to authors.)