As search engine optimisation is a service that at best will require a few tools and applications it is quite possible for SEO to be carried out in house with some training and on-going advice. To carry out SEO in house, a party will need to know:

• the basics of web sites
• how search engines operate
• how to conduct keyword research
• how to analyse competition and obtain information on links pointing to their site
• how to build links
• how search engines view link building practices
• bad practices to avoid

The purpose of SEO training is to teach an individual or group the above. It offers the following advantages:

• Gives the party a good understanding of SEO. This means they know exactly what is involved as opposed to outsourcing SEO and not necessarily knowing what is going on.
• Campaigns that strictly adhere to search engine guidelines are best practised in-house. This is because search engines encourage SEO campaigns that are oriented around building content that will build natural links. Producing such content will be most successful when undertaken in-house as no one knows a site better than its owner.