There is much debate in the general public and in the search engine optimization community as to what amount companies should pay for search engine optimization expertise. Rather than hire a firm, some companies instead opt to attempt this specialized discipline in-house in order to “save” money. Of course, there is a cost associated with this option as well – labor. The cost of effectively performing SEO in-house, when fully calculated, will often be equal to or greater than the costs of outsourcing (due to the sizable learning curve and the necessary testing and experimentation required). Companies are often make decisions on whether to outsource (and, if so, which provider to choose) based solely on price. However, one thing that is rarely factored into the decision making process is the potential cost of doing SEO wrong.