The Agency vs. In-House Enterprise SEO Debate Has Changed. Here's the New Version of It.

For years, the agency versus in-house SEO debate followed a familiar script. Agencies bring breadth. In-house teams bring context. Pick your tradeoffs and get to work. That debate isn't wrong — it's just obsolete. The arrival of generative AI search has changed what enterprise search optimization actually requires, and when the work changes, the question of who should do it has to change with it.