We are often asked if professional SEO (search engine optimization) can be done effectively utilizing in-house talent. Despite our obvious self-interests on the subject, our answer is always a qualified "yes"– you can achieve professional SEO results using existing talent. However, for every company we have known that has met with great in-house SEO success, we know of many more that have seen their in-house efforts fail. We have also discovered the companies that have succeeded share some common traits.