Google processes approximately 70,000 searches every single second — and of these 70,000 searches, more than 75.1% of ALL clicks go to the top 3 results on the first page.
In other words, top 3 positions = more clicks, more traffic, more customers, more revenue.
But with such a limited number of search results on page 1, it should come as no surprise that the competition is fierce. That’s why most brands turn to a qualified team of specialists to help them rank higher in organic search — only to get overwhelmed by all the options out there.
Here’s the deal: who you work with matters A LOT.
Some agencies will help you get to the top and the payoff will be worth it in terms of ROI. Others might deliver ho-hum results at best or, worse yet, send your business plummeting in search.
So what’s the REAL difference between an agency promising position 1 results for the price of a coffee every day, and the one that focuses on strategy and ROI? (Hint: it’s more than you think).
That’s what we’re going to cover here. We break down:
Ready to discover how much you should expect to spend on SEO? Keep reading.
SEO Services Costs and Pricing Plans
There are a ton of SEO agencies and freelancers promising to get you to the top of Google's first page. They all have different budgets and package models, using different techniques, and with different tools.
So what should you be spending, and what can you expect to get at each price point?
Spoiler alert: there’s no hard and fast rule for this one.
See, the amount you pay for SEO services depends on a lot of factors, including the size of your business, where you’re currently at with your SEO, and the extent of the services you require.
Let’s say you’re a small business that has done zero search engine optimization work in the past. You should expect to pay more per month than a business of a similar size that’s invested in technical SEO and has a good number of existing backlinks and high-quality content.
That’s why SEO pricing can vary so wildly, depending on your industry, your business size, the level of competition, and so on. Here are three core factors that come into play when determining the cost of SEO:
Your current situation: Where is your business sitting in terms of SEO? Where are you ranking? How competitive is your industry and the keywords you’re targeting?
Your goals: What are you looking to achieve with your SEO? Are you trying to improve your local visibility, or do you have a national presence? Where do you want to rank in position 1?
Your timeline: How quickly do you want to reach your goals? Bear in mind that high-quality SEO is about playing the long game, so chances are it will take much longer to improve your organic visibility than you may think.
When an SEO company or freelancer understands where you are and where you want to be, they can work backwards to understand exactly what needs to be done to get you there and assign a price point.
For example, if you’re a small business playing in a hyper-competitive industry (like a deli in NYC) you’ll most likely need to pay more for SEO than a small business in an industry with little to no competition.
Breaking down the different SEO price points
If you look in the market, you’ll see all types of different pricing and packages. However, the different types of SEO services and price points can generally be broken down into these four categories based on your company size, the scope of your project, the level of expertise required, and how much work you need:
Cheap SEO services
These are either the cheapest of the cheap search engine optimization providers. These agencies offer page 1 positions for SEO costs of $100 per month, or saying you can see results in a fraction of the time compared to other agencies.
While these providers might not cost a lot on paper every month, the TRUE cost of working with a cheap SEO agency is huge.
At best, you’ll most likely get an agency that doesn’t get you very far and pours your digital marketing budget down the drain.
At worst, you’ll get an agency that gets you penalized by Google and sent to Page 1000000 in search results because they employ risky black-hat techniques (more on this soon).
Entry-level SEO services
Make no mistake: “cheap” SEO and entry-level SEO packages aren’t the same thing.
If you’re one of the thousands of small businesses operating on a lean marketing budget, you might only be able to afford a certain amount of SEO work in a month. Here’s the thing: it IS possible to find low-cost SEO providers. You just need to remember that the cost-cutting has to come from somewhere.
This typically means one of three things:
You’ll get minimal SEO work per month (i.e. local SEO management and reporting only)
The agency has an offshore SEO service team and passes on those savings to you
The agency is assigning one account manager for a lot of clients, which means you won’t be communicating with your account manager as often
Mid-range SEO services
Most small businesses and medium-sized business owners will typically opt for the mid-range SEO pricing option.
These middle-market SEO packages generally include a healthy mix of on-site SEO, off-page SEO (link building), local SEO, ongoing technical optimizations, content development, and reporting. Your team generally includes an account manager and a team of specialists, or you’ll be working with a high-end SEO freelancer/consultant.
High-end SEO services
Generally speaking, you can expect to pay a larger amount for your SEO services if:
you’re playing in a hyper-competitive industry
you’re an eCommerce business (as all of your competition is online)
you want to achieve more in a shorter timeframe WITHOUT compromising on quality
High-end SEO companies will typically include monthly on-site SEO, extensive off-page SEO, local SEO, content marketing, and custom reporting. With high-end SEO prices, you might also get services such as PR link building (like guest posting), infographic development, and more.
Enterprise SEO services
Enterprise-level organizations have very different search engine optimization needs to regular business owners because of sheer scale.
You might have a website with thousands of products, or have multiple sites for different brands. Because of this, you need a custom SEO strategy that's extremely focused, as you’ll most likely be playing in a highly competitive industry and need to roll out your SEO strategy across complex infrastructure.
Enterprise SEO packages come with hefty price points per month, but for good reason. In most cases you’ll have a specific team dedicated to your account on a monthly basis, and custom page-specific or custom brand-specific SEO strategies based on your company structure.
The true cost of cheap SEO
We mentioned that cheap and dirty SEO companies will cost business owners much, MUCH more in the long term.
This is because good SEO services simply don't come cheap.
The best way to think about your SEO pricing is in terms of the project management triangle:
Cheap and fast marketing agencies generally use black hat tactics to get you to rank on top quickly, such as:
Keyword stuffing instead of creating genuine content
Poor-quality content or duplicate content
Cloaking (i.e. showing one piece of content to visitors and another to search engines)
Paid or manipulative links
Link schemes, typically in the form of a private link network
Blog comment spam
Keep in mind: Google is WELL aware of these techniques and has rolled out several algorithm updates to tackle these exact problems. If and when your website is caught doing this, you’ll lose all of the visibility you worked hard for.
While it is possible to recover from a penalty, the cost of doing so is huge compared to the amount you would have spent investing in a quality SEO agency from the get-go — both in terms of lost rankings and lost revenue.
Bottom line: expect SEO to take time, and work only with agencies that are white hat. If it sounds too good to be true, it DEFINITELY is.
Can I do my own SEO in-house?
You can absolutely do your own SEO. But while this option seems cheaper, the costs can quickly add up OR you might not get the results you’re looking for.
First things first: you’ll need to have a team of experts within your company. SEO is a highly technical field, and doing quality work requires a team of SEO specialists, copywriters, web developers and analysts. The HR budget of bringing in these team members alone and training those that want to learn are mind-boggling, especially compared to an agency that has these resources on hand.
The second thing to consider is tools. If you want to identify the right keywords, track where you’re ranking, develop SEO-optimized content marketing and more, you’ll probably need one (or all) of these tools:
SEO analytics for your own website and competitor websites
Data on your backlink profile and the backlink profile of your competitors
A keyword research tool
SEO site audit tool
Brand and reputation monitoring
The costs of these can quickly add up. For example, if you’re an eCommerce company and want to use SEMRush, you’ll be looking at SEO prices of roughly $450 per month:
SEO agencies, on the other hand, carry the fees for the data and technology behind their work.
Bottom line is: if you’re a larger outfit and can afford to invest more heavily in SEO, it is possible to do your SEO in-house. However, most SMBs, eCommerce companies and even enterprise-level companies will benefit from the expertise and experience of an SEO agency.
Which SEO pricing model is best?
When it comes to SEO pricing models, most marketing agencies follow one of these four models: project-based, performance-based, monthly retainer, or hourly consulting.
The type of pricing you choose generally depends on how much budget you have, how much work you need to do, and how flexible you want to be with your SEO work.
Project-based or fixed-rate contracts
These contracts are a great way to test the waters for SEO services, or if you need a team of specialists to work on a custom SEO campaign. They have a clear beginning and end point, and a set number of deliverables that you’ll be paying for.
These are typically where you’ll start if you’re working with an SEO agency. This is because there’s typically an upfront cost associated at the beginning of any engagement, which covers a one-time on-site audit & technical SEO analysis.
SEO project-based contracts are also handy if you need help on a technical project, such as a site migration, custom work done, or need to recover from a Google penalty.
Monthly SEO retainers are one of the most common ongoing SEO pricing models. With a monthly retainer, you pay the agency or consultant a fixed amount per month, and they’ll handle all of your SEO needs on a regular basis.
Monthly SEO ensures that you’re consistently investing in your search engine optimization over time. This is crucial because it can take anywhere from 6 months to a year to implement a proper SEO strategy.
If you’re after results, the pay-for-performance pricing model might be the way to go. This approach is more aggressive than a project-based or per-month retainer because it’s hyper-targeted and focused on getting results.
With performance-based pricing, you’ll generally pay only when your SEO company delivers the outcome you are looking for (i.e. ranking for a target keyword). The performance model works if you have a specific list of keywords you know perform well, and want to go all-in on those ones.
Per hour consulting
Hourly consulting is great if you’re on a budget, as you only need to pay per hour worked rather than per month. However, the hourly rates option only really works if you have an in-house team that can execute a lot of the recommendations delivered by your SEO consultant (such as content marketing), or have a solid understanding of SEO but need some custom work done.
Why the question of ‘How much does SEO cost?’ is not the right one to ask…
When it comes to SEO cost, most businesses are focused on the wrong thing. They think of SEO as an expense, rather than an investment.
Here’s the thing: true long-term SEO success doesn’t come cheap. But it’s worth it. What matters isn’t the budget — it’s the return on investment you’re getting as a result.
If your CPA is $30 on paid search, $15 on paid social and $5 via organic search, it’s simple: organic search is the most profitable digital marketing avenue to scale up on. Investing no budget in SEO, or investing budget in the wrong actions, will cost you in missed growth, revenue and competitive edge.
That’s where having the right SEO team and the right strategy is CRITICAL.
The right team should be focused on getting real results for your bottom line, not just delivering vanity metrics on a report at the end of the month.
Remember those 70,000 searches per second?
High-quality SEO services help you get a piece of that pie. They put you in front of your target audience for relevant searches and drive qualified users to your website who are more likely to convert. And, most importantly, they do it all in a sustainable way, using white hat methods that Google loves (and your users do too).
Want to generate incredible ROI from your SEO? We’ll get you there. Claim your FREE audit today, and find out how you can skyrocket your rankings and revenue.