Author: Streamline

It’s one of the oldest decisions in marketing: build internal capability or bring in outside expertise? The answer has never been a clean one, and it isn’t for GEO either. But the specific characteristics of GEO work — the skills required, the pace of the field’s evolution, the cross-functional nature of the work — push the analysis in a particular direction for most organizations.This isn’t a pitch for one model over the other. It’s an honest look at what each model actually delivers, where each has genuine advantages, and how to think about the right approach for your specific situation.What…