How Much Should SEO Cost?
If you’ve ever tried to figure out how much SEO should cost, you might have found yourself feeling a bit like Alice tumbling down the rabbit hole. SEO pricing can be as mysterious and varied as Wonderland itself, with a multitude of factors influencing what you might pay. So, let’s break it down and figure out what is a reasonable price to pay, what targets you should be agreeing to, and how to spot the green shoots early doors to make sure you're on the right path.
The Big Question: How Much Does SEO Cost?
First things first, how much should you expect to spend on SEO? Well, the answer is the classic “it depends.” But let’s break it down into more digestible chunks.
The Factors Influencing SEO Cost
Scope of the Project
Are you looking for a one-time audit, ongoing support, or a full-blown SEO overhaul? The more extensive the project, the deeper you’ll need to dig into your pockets. For the most part, to get the best quality results, you'll need to make expectations with budget.
Geographical Targeting - Local SEO (think small-town bakery) is usually cheaper than national or international campaigns (think global e-commerce giant). This is by far the easiest place to get results and and decent SEO should be able to blow the doors off similar competition who are just doing things themselves. Also, as there is less to do outside of just making sure the basics are perfect, the pricing should reflect this.
Current Website Performance - If your website is in good shape, you’ll pay less. If it’s a mess, you’ll need a bigger budget to clean it up. It’s like hiring a maid – if your house is already pretty tidy, it costs less than if you’re living in a pigsty.
Experience and Expertise of the SEO Provider - Like with anything, you get what you pay for. A seasoned expert will charge more than a newbie fresh out of SEO school.
Tools and Resources - High-quality tools and resources cost money. If your provider uses top-notch SEO tools like AHRefs, SEMRush, Response Source etc, that will be reflected in the price.
Common Pricing Models for SEO Services
SEO pricing models can be as varied as the weather at Beadnell Beach in April. Here’s a taste of what you might encounter.
Hourly Rates - SEO consultants might charge by the hour, with rates ranging from £25 to £200 per hour. I've always hated the hourly model because it doesn't focus as much on the final outcome which is typically more relevant traffic. It’s like hiring a lawyer but hopefully less stressful.
Monthly Retainers - This is arguably the most popular model where you pay a fixed monthly fee for ongoing services. Expect to pay anywhere from £400 (local service, weak competition) to £5,000+ per month. Think of it like a gym membership, the first is a PureGym membership, the latter is a strength and conditioning coach. Both can help you get to your final goals, but it's down to you as a client which hammer you need to crack the nut.
Project-Based Pricing - Pay a one-time fee for a specific project, such as an SEO audit or a backlink campaign. This can range from £1,000 to £30,000+ depending on the scope. It’s like paying for a kitchen renovation – it’s a one-off, but it can be pricey. Most projects would be reserved for advance level SEO businesses where there has been a recognition of an improved performance in some area of SEO and want to resolve.
Performance-Based Pricing - Less common and a bit controversial, this model ties payments to specific performance metrics like keyword rankings or traffic increases. I absolutely despise this model and let me outline why.
Having been in this game for nearly 10 years, there is typically a monstrous disparity between the digital knowledge from client to pro. Not always, but certainly at the lower levels. I have occasionally seen models where the goals agreed with the client is to be paid on each number 1 keyword achieved for a client, irrespective of the commercial intent of the keyword or the search volume. Now I get it, it can be incredibly tempting to sign into an agreement where the agency only gets paid on 'results', but very often I have seen the results manipulated to make it as easy as possible for the agency to rack up as large a bill as possible without a huge increase in commercial performance of the clients site.
Common Mistakes People Make When Hiring an SEO Provider
Hiring an SEO provider can feel a bit like online dating – it’s easy to make mistakes if you’re not careful. Here are some pitfalls to avoid:
Track Records - Does industry relevance count here? I've seen both sides. Don't have experience in the sector, unsure if they can make it work in our niche. Do have experience, then they're working with your competitor. You can't win.
Personally, I think previous experience in a nice wide variety of niches counts, but you don't need specific niche experience to be successful. Don’t fall for sweet talk without evidence. Always ask for case studies, client testimonials, and proven results. On the same not, I've always found asking for references to be a fantastic way of getting under the surface of an agency. But it is massively important that YOU ask for which references you want, rather than letting the agency owner cherry pick their three best clients every time. You don't even have to call them, just see how they react when you ask for them and ask yourself 'did I like how they handled that?'
Falling for Unrealistic Promises - Beware of anyone who promises overnight success or guaranteed #1 rankings. SEO is a marathon, not a sprint. If it sounds too good to be true, it probably is. To avoid this, I would highly recommend speaking wit. the person who will be leading on your SEO campaign, not the sales guy or agency owner.
Overlooking Communication - Ensure the provider communicates regularly and effectively. A lack of communication can lead to misunderstandings and missed opportunities. It’s like dating someone who never texts back – frustrating and unproductive. And don't put up with it if it starts to slip. Remember you are probably one of 10, one of 50 or even one of 200 clients. Sounds awful to say, but if you let things slip, expect results to slip.
Focusing Solely on Cost - Cheaper isn’t always better. In fact, it is almost never better. Low-cost providers might cut corners or use dodgy techniques that can get your site penalised. Remember, you get what you pay for.
Neglecting a Customised Approach: Avoid one-size-fits-all strategies. Your business is unique, and your SEO strategy should be too. It’s like wearing a suit that’s too big – it just won’t fit right. You might not understand all of the SEO jargon being used during the SEO pitch, but there should be a real feeling that they really get your business, and you understand what will be happening each week.
Early Signs You’re on the Right Track
So, you’ve hired an SEO provider – how do you know if they’re doing a good job? Here are some early indicators that things are moving in the right direction:
Improved Website Traffic - This may sound bewilderingly obvious, but you have hired someone to increase your relevant website traffic. Agencies will love to give pointless metric which they will say relate back to the overall goal (site speed, green boxes, backlinks, blah blah blah) but traffic is what you need. An increase in organic traffic is a good sign that your SEO efforts are paying off. It’s like seeing more foot traffic in your store – always a positive sign.
Better Keyword Rankings and New Terms Indexing: Track your keyword rankings. If you see improvements, you’re on the right track. It’s like moving up the waiting list for that exclusive club – progress feels good. Also, there is a natural progression of keywords from indexing in the car park (position 50 or below), growing the ranking, page 1 then top 3.
Increased Engagement: Look for higher engagement metrics like time on site, pages per visit, and lower bounce rates. It means visitors are finding your content useful. Think of it as guests staying longer at your party – they’re enjoying themselves. Although more of a CRO project, it is still a reflection of your site doing more good things. This should not be underestimated.
Regular Reporting and Transparent Communication: Your provider should offer regular updates and be transparent about what they’re doing. It’s like getting regular relationship check-ins – crucial for peace of mind.
Red Flags in SEO Agencies
Not all SEO agencies are created equal. Here are some red flags to watch out for – if you see these, run like you’ve seen a ghost:
Guaranteed #1 Rankings: No one can guarantee #1 rankings due to the nature of search algorithms. If an agency promises this, they’re full of it. It’s like a psychic promising you’ll win the lottery – highly dubious.
Lack of Transparency: If an agency is vague about their strategies or unwilling to share what they’re doing, that’s a red flag. It’s like dating someone who’s cagey about their past – not a good sign.
Black-Hat Techniques: Bit of a controversial take here, but I actually don't mind Black Hat when done on the right way and WITH the clients buy in. Black-Hat is typically dubious tactics to increase a sites traffic, and in 90%+ of cases should be avoided like the plague. However there are some situations where it can make sense, typically on a non branded domain where the risk of dropping to zero traffic doesn't cripple the business. Unlike what most blog posts state, the best black (or grey) hat operators are incredible savvy, have some exceptional insight and are willing to test things outside of the normal best-practices to get some incredible (if short term) results.
No Custom Strategy: Avoid agencies that don’t offer a tailored approach. Your business is unique, and your SEO strategy should be too. It’s like trying to fit a square peg in a round hole – it just won’t work.
Unrealistically Low Prices: If the price seems too good to be true, it probably is. Quality SEO requires investment. It’s like buying a 'Rolex' for 20 quid – it’s probably a fake.
Conclusion
Figuring out how much SEO should cost can feel like navigating a maze, but with the right knowledge, you can make informed decisions. Remember, SEO costs depend on various factors, including the scope of the project, industry competitiveness, and the expertise of the provider. Avoid common mistakes like falling for unrealistic promises, overlooking communication, and focusing solely on cost.
Early signs that you’re on the right track include improved website traffic, better keyword rankings, increased engagement, and transparent communication. Watch out for red flags like guaranteed #1 rankings, lack of transparency, black-hat techniques without your knowledge, no custom strategy, and unrealistically low prices.
Investing in quality SEO services can drive significant returns, enhancing your online visibility and boosting your bottom line. Just remember, SEO is a marathon, not a sprint – patience and persistence will pay off in the long run. So, take your time, do your research, and choose your SEO provider wisely.
If you still feel stuck, why not book a chat with me?
I will happily talk you through the individual case and recommend a set of providers who I feel might be a fit for your budget and expectations.
Happy optimising!