SEO Pricing: What You Need to Know Before You Invest

Written by Lawrence Hitches

9 min read
Posted 14 October 2024

In competitive markets, understanding SEO pricing is essential for business growth. In this article, you’ll learn what SEO costs, key pricing models, and how to choose the right strategy for long-term success

In This Article

How Much Does SEO Cost And Is It Worth It?

Running a business these days means being visible online. It’s no longer enough to assume potential customers will just find you. Even if people are talking about your brand, that might not be enough to get paying customers in the door (or on your website).

Search Engine Optimization (SEO) is crucial for getting your business in front of the right people in a digital-first world. With around 90% of all internet users turning to Google to decide where to spend their money, it’s clear that your business needs to stand out. And that’s where SEO comes in. But here’s the thing: SEO pricing can get a bit confusing, especially in a competitive market.

Whether you’re just getting started with SEO or looking to level up your current strategy, this guide will walk you through what to expect when it comes to SEO pricing —everything from different pricing models to factors that affect costs, and how to choose the right SEO provider for your business.


What Is SEO, and Why Does It Matter for Your Business?

Before we dive into pricing, let’s quickly cover what SEO is and why it’s so important.

Search engine optimization (SEO) is all about making sure your website shows up higher in search results on sites like Google and Bing. The better your SEO, the more likely people will find you when they search for something related to your business. It’s about increasing what’s called “organic traffic”—that’s just a fancy way of saying people who find your site naturally, not through paid ads.

To do this, SEO covers a lot of ground, like:

  • Keyword research (finding the right words people use to search)
  • On-page optimization (making sure your website content and structure are easy for both people and search engines to understand)
  • Technical SEO (ensuring your site is fast, secure, and works well on mobile)
  • Content creation (writing the stuff people are searching for)
  • Link building (getting other websites to link to your site to boost your authority)

And it doesn’t stop there. SEO is a long-term game, requiring regular tweaks and updates, especially since search engines like Google are constantly updating their algorithms. That’s why investing in SEO isn’t just a one-time thing—it’s a smart, ongoing investment in your business’s future.


Why Understanding SEO Pricing Is So Important

SEO pricing can vary depending on where you are, there are a few things you need to keep in mind:

  1. Budgeting: Knowing how much SEO typically costs helps you figure out how to spend your marketing dollars wisely. This way, you’re balancing SEO with other important marketing tactics, like pay-per-click (PPC) ads or social media.
  2. Value for Money: By understanding SEO pricing models, you’ll be better equipped to spot great deals—and avoid falling for too-good-to-be-true offers that might use sketchy tactics (also known as black-hat SEO).
  3. Long-Term Thinking: SEO isn’t a quick fix. It’s a long-term investment that builds up over time. Having a solid understanding of the pricing ensures you’re ready to commit for the long haul.

SEO Pricing Models : What Are Your Options?

When it comes to SEO pricing, there are four common models used by agencies and consultants. Let’s break them down so you know what to expect.

1. SEO Hourly Rates

Some SEO providers charge by the hour, which works well for smaller projects or consultations. Maybe you need help tweaking your website content or fixing a few technical issues. In this case, you’re paying for their time and expertise.

  • Cost Range: $100 – $250 per hour
  • Best For: Small businesses or anyone who needs help with a specific SEO task.

Pros:

  • Great for short-term fixes or quick advice
  • You pay for the exact time spent on your project

Cons:

  • Costs can add up fast for bigger projects
  • Not ideal for a full SEO strategy or long-term support

2. SEO Monthly Retainers

A monthly retainer is the most popular SEO pricing model, especially for ongoing work. This covers a broad range of services, from keyword research to content creation, link building, and regular performance tracking. SEO really works best when it’s part of a long-term plan, so paying a set fee every month keeps everything running smoothly.

  • Cost Range: $1,250 – $5,000+ per month
  • Best For: Businesses ready to commit to long-term SEO growth.

Pros:

  • Consistent support and ongoing optimization
  • Set monthly cost, so budgeting is easier

Cons:

  • Requires a longer-term commitment
  • You might pay for services you don’t need immediately

3. SEO Project-Based Pricing

Sometimes, SEO providers charge per project. This is great if you’ve got a specific goal in mind, like redesigning your website, running a content marketing campaign, or fixing technical SEO issues. You’ll get a clear set of deliverables and timelines, making it easy to track progress.

  • Cost Range: $3,500 – $20,000+
  • Best For: Businesses with one-time or short-term projects.

Pros:

  • Fixed cost and clear outcomes
  • Ideal for businesses that know exactly what they need

Cons:

  • No ongoing support once the project’s finished

4. SEO Performance-Based Pricing

This model is all about results. The SEO provider gets paid based on how well they meet your agreed-upon goals, like increasing traffic or improving conversion rates. It’s great for businesses focused on measurable outcomes but can be a bit risky if the goals aren’t realistic or clearly defined.

  • Cost Range: Highly variable, often including a base fee plus bonuses for meeting performance targets.
  • Best For: Businesses looking for fast, measurable results and willing to take some risk.

Pros:

  • The agency is motivated to hit your goals
  • Lower upfront costs

Cons:

  • Risky for both sides if goals aren’t hit
  • Can lead to short-term tactics that ignore long-term strategy

What Affects SEO Costs?

Several factors influence how much SEO will cost your business. Here are the big ones:

  1. Scope of Services: The more SEO services you need—like technical SEO, content creation, and ongoing optimization—the higher the cost. A simple fix is cheaper than a full-service package.
  2. Industry Competition: If you’re in a competitive industry (think eCommerce, real estate, or finance), you’ll need more aggressive tactics to rank well, which can increase costs.
  3. Experience of the Provider: More experienced SEO agencies charge more, but they also bring a wealth of knowledge and proven strategies to the table. That can make a huge difference in getting results.
  4. Local vs National SEO: Local SEO focuses on ranking in your city or region, which is usually less expensive than a national SEO campaign that aims to rank.
  5. Website Size: Larger websites with more pages take more time and effort to optimize, so they’ll typically cost more to manage.
  6. Your Starting Point: If your website has never been optimized for SEO, you’ll likely need to invest more upfront to get it up to speed.

What to Look for in an SEO Pricing Proposal

So, you’ve decided to invest in SEO. How do you make sure you’re getting the best deal? Here’s what to keep an eye out for when reviewing proposals from SEO providers:

1. Clear Scope of SEO Services

Make sure the proposal clearly outlines what’s included—and what’s not. Ask about specifics like keyword research, content optimization, and technical SEO.

2. Measurable SEO Deliverables

Look for clear, measurable outcomes. How will they track your progress? Will they provide regular reports on things like organic traffic growth or keyword rankings?

3. Affordability vs Quality

You’ve probably heard the saying, “You get what you pay for.” When it comes to SEO, it’s often true. While it might be tempting to go with the cheapest option, investing in high-quality SEO will almost always deliver better long-term results. Cheaper services could cost you more in the long run if they lead to poor rankings or penalties.


SEO Is a Long-Term Investment

SEO pricing can vary a lot, depending on the provider and the services you need. But one thing’s for sure—SEO is an ongoing process, not a one-time thing. The best results come from long-term efforts that continually refine and improve your site’s performance.

By choosing the right SEO provider and making a smart investment, you’ll help your business cut through the noise and get in front of the people who matter most—your future customers.

Written by Lawrence Hitches

Posted 14 October 2024

Lawrence an SEO professional and the General Manager of Australia’s Largest SEO Agency – StudioHawk; he’s been working in search for eight years, having started working with Bing Search to improve their algorithm. Then, jumping over to working on small, medium, and enterprise businesses with SEO tactics to reach more customers on search engines such as Google, he’s won the Young Search Professional of the Year from the Semrush Awards and Best Large SEO Agency at the Global Search Awards.

He’s now focused on educating those who want to learn about SEO with the techniques and tips he’s learned from experience and continuing to learn new tactics as search evolves.