Search Marketing Generalists Vs. Specialists: Pros And Cons

Search marketing generalists are individuals or agencies that handle all aspects of search marketing, including both SEO and paid search, from strategy to tactics to measurement. They offer a single point of communication, a deeper understanding of a brand, and greater accountability for performance. However, they may lack depth in specific areas and experience in certain channels. Specialists, on the other hand, focus on a specific aspect of search marketing, such as SEO or PPC, or even more granular areas like technical SEO or content. They offer deep expertise and problem-solving abilities but may be more detached from broader business goals and require additional resources to manage the overall effort.

Pros of hiring a search marketing generalist include:

• Single entity facilitating communication.
• A deeper understanding of your brand and subject matter.
• Greater accountability for performance.

Cons include:

• Potential lack of depth in expertise in specific areas of search.
• Strategy and implementation may be more big-picture-focused.
• May lack experience in certain channels or aspects of search.

Pros of hiring a search marketing specialist include:

• Deep expertise in specific channels, networks, or aspects of search.
• Ability to go to extremes in troubleshooting and problem-solving.
• Can go deeper than competitors in their area of focus.

Cons include:

• Likely further away from business outcomes and goals.
• Lack of ability to manage broader efforts and teams.
• More expensive resources and possibly more resources needed in total.

Deciding between hiring a search marketing generalist or specialist involves considering your company's specific needs, strengths, weaknesses, and ROI expectations. It's important to understand the range of responsibilities and expertise you require for your search marketing goals. If you need a broad understanding and management of search marketing efforts, a generalist might be suitable. However, if you require deep expertise in a specific area of search marketing, a specialist might be the better option. Assessing the complexity of your search issues, the depth of knowledge needed, and how these roles align with your business objectives will guide your decision.