Search engine optimisation is a widely adopted online marketing strategy that is used to increase brand awareness, build targeted traffic, and promote your organisation’s performance in the search results of Google, Yahoo, Bing, and other search engines, all of which are sought after by many businesses interested in scaling their product or service offerings.
While the benefits of good SEO are clear, the cost of accomplishing an SEO strategy can vary significantly depending on the goals of the company and the type of strategy being implemented. No matter what your budget, the costs associated with promoting SEO should be viewed as an investment for your business and with any investment, you should be concerned with building the best possible ROI.
Prior to signing on any dotted line, carefully contemplate and document what you look to accomplish with your SEO strategy. Focus on being realistic with your goals, which will help you determine an appropriate budget to spend on your SEO investment. For instance, if your goal is to increase sales by 15 percent, estimate how much you are willing to pay for that result and how that will affect your budgeting and marketing options in the future. Generally, the more lofty the goal, the more expensive it can be to accomplish.
Hire for Your Goals and Pay for Results
After establishing the SEO and marketing goals of your business, you should be better equipped to hire for your needs. When shopping for SEO, it’s best to consider all of your options and the costs associated with each of those options prior to making any decisions.
Choices can include hiring an SEO specialist or team internally, or contracting a dedicated SEO agency. Here are a few points to consider with each:
1. Internal Hires
Hiring an internal SEO specialist or team will be more expensive upfront due to training costs, but if you have a larger organisation or a long list of strategies to implement, this is an option that you can consider for the long term.
When finding the ideal candidate, note that they should have a wide range of skills that should include: link building, technical SEO understanding, content marketing, social media know-how, and an analytical mindset.
However, this can get very expensive and it is not uncommon for a veteran SEO to make over $100,000. In addition, you’ll generally need to hire a team to handle all of your SEO needs and not put all the responsibility on one employee.
2. Content Marketing Agencies
These agencies often offer SEO services as an add-on to their other service offerings, but since SEO is not their primary focus, you should ensure that they have the technical know-how prior to contracting.
SEO costs associated may be more expensive, because their SEO services could be bundled within content marketing packages, but this can be an excellent option if your business is looking to accomplish a variety of marketing goals concurrently.
3. Dedicated SEO Firms
They solely focused on SEO, generally have the most industry experience as they tend to consistently use and practice the latest SEO techniques every day across different industries. Some bigger firms employ large staffs with specialists in many areas, which can help ensure that they can solve your SEO challenges.
In addition, these firms often offer a variety of services and pricing options to cater to the needs of your company, such as, monthly contracts, project based contracts, and hourly consultations. This option may be the better if you are handling very technical, individualised, project-based, or ongoing SEO specific needs.
How Much Does SEO Cost: SEO Payment Models
How much SEO costs your company will obviously vary greatly depending on the needs of your organisation and the experience level of the service provider you choose, but you should expect to pay within these price ranges below based on service type you decide to move forward with.
1. Monthly Retainers and What You Get
This is perhaps the most popular pricing model and the cost increases with the needs of your organisation.
- (Sub $500/mo): Unless you are a hyper-local company that has little competition and your site is very small, you should be careful when purchasing SEO for less than $500 per month. Most companies that work in this area automate a lot of their link building, use overseas labor for content, and only do basic on-site technical work. This might work for a local pizza shop looking to rank for their name and show up in some local listing sites like Yelp and Google Local, but if your goal is to rank for a keyword that has competition, you should probably look into DIY SEO courses.
- ($1000-$5000/mo): Smaller companies with limited SEO demands or easier target keywords can sometimes get by paying on the lower end of this scale, but should take extra precautions, as lower costs could indicate inexperience or a lack of proven results. SEO requires consistent content creation, high-quality link building, and a strong focus on optimising conversions, usability, and accessibility; it’s difficult to find all of these services that are performed correctly at this price point.
- ($5000-$10,000+/mo): In this price point, you can expect to find more established SEO companies with a proven track record of success, a must-have when investing in SEO. This price point can often give your company access to a dedicated SEO team that employs professional copy editors, content managers, conversion specialists, Web development experts, link outreach specialists, account executives, and analytics experts that will insure success and give you the support you need.
- ($10,000-$20,000+/mo): Companies with ambitious goals tend to work at this level with an SEO partner that manages the entire process from start to finish. Not only does your business get access to a senior SEO team at this budget, but this investment is likely to drive substantial results since the entire project is well-funded, providing more opportunities for your search partner to perform. If the market you are trying to dominate has lots of competition, you can expect to make this type of investment for at least the first year or two. In fact, it’s not uncommon for companies to spend well over $100,000 a month on SEO if they are targeting the most lucrative keyword spaces.
2. À La Carte and Fixed Price Contracts (Contract Dependent)
Your SEO needs will vary depending on where you are with SEO today, the size of your site, your competition, and the your goals. Contracted services include: link profile audits ($2500-$7500) or higher depending on size of link profile, SEO/Website Audits ($1000-$3000) or higher depending on the size of the site and the depth of the audit, link building ($250-$2000 per link) depending on the quality and the tactic, per page optimisation and implementation ($100-$250), and copywriting ($0.75-$1.00/word).
For instance, if you have a solid strategist on staff and the resources for excellent copywriting and content, but your technical and link building capabilities are lacking, hiring an à la carte service may be the most effective solution.
3. Hourly Consultation ($100-$300/hr)
If you are considering working with a SEO consultant, you should expect to spend over $100 an hour for a professional worth your time that can generate results for your business. Certainly this price point will vary on the competitiveness of your market, but you should be wary of any consultant that seems “too good to be true.” Remember, working with an SEO specialist is an investment and you shouldn’t cut corners, look for a consultant with a proven track record and attention to deliver the performance that you need. There are cheaper consultants out there, but they tend to be much less experienced and will likely take longer to get results, if they ever do.
4. Employee Costs ($50-120k+/yr)
Your organisation may have ongoing needs that require specific attention that can only be handled internally, in this occasion, hiring an SEO strategist or manager may be the best option. SEO employee salaries, not unlike other salaries, range primarily on experience level and geographic location. For example, an SEO director for a large tech company in San Francisco can make upwards of $200,000 a year. To get a better idea of what you should pay, search for SEO specialists using career sites such as Indeed or Glassdoor for your specific area.
Some of these solutions may not fit within your budget or be correct for every business, but remember that any options you choose should generate results based on your goals and over time produce a positive ROI.
Keep in mind the caveats that I mentioned above. In many cases it makes sense to have an SEO or marketing manager on staff, but if your goals are hefty, you can expect that your manager is going to need to outsource some of the work. That is especially true with Web copy and link building, since those tasks tend to be very specialised and time consuming.
Risks and Considerations When Choosing a Solution
Choosing the right SEO solution requires careful research to ensure that you are matched with the correct service partner to drive results. When shopping the market, look out for these red flags:
1. Instant Results or Overzealous Guarantees
No matter how top notch the SEO specialist, agency, or consultant, they should not be making any guarantees about overnight performance or quick, guaranteed results. Good SEO can take up to six months to begin positively affecting your campaign.
The SEO provider you choose should explain the details while you talk with them on how they plan to achieve your goals within a given timetable. For more complex campaigns, you can expect that it will be closer to 12 months to start seeing significant returns.
2. Suspicious Link-Building Techniques
Be wary of any strategy that recommends purchasing large quantities of links, followers, or email lists. In the short term, these techniques can accelerate your SEO efforts, but this could actually damage the reputation of your website.
Google and other search engines look for suspicious or SEO activity and if discovered, they can penalise or even blacklist your website. Make sure they provider you are working with has experience with dealing with penalties and knows how to spot sketchy backlinks.
It’s not uncommon these days for competitors to use some of these bulk techniques to negatively affect the SEO of their competition. A good SEO company will know how to protect you from these problems, and if the worst happens they will know how to quickly repair any issue.
3. Under Market Value Cost Options
Although a low-cost option appears to be a good value at first, this is generally an indication that the employee, consultant, or agency is actually lacking experience or a background of proven results. This isn’t always the case, as some up-and-coming SEOs are looking to build their track record and reputation by offering their services at a lower price point. Be sure to ask them why their prices are lower than average and about their previously successful clients to help better inform you in making a decision moving forward.
4. Expensive Solutions Without Proven Track Record
It’s a given that some SEO options are going to be more expensive than others, but these solutions should have a reason to be within a higher price bracket. When considering these more expensive options, ask the SEO agency for past and present client references and look for proof that they have generated success with campaigns that align similarly to your goals. Ask them for an in-depth proposal based around your goals and have them articulate why their services are more beneficial than other SEO options in their market.
5. “It always works for other businesses” Jargon
You should never assume that a specific SEO solution will work just because it’s worked for other businesses in your industry or other companies that you’ve worked with in the past. Each business has unique search needs and goals to accomplish and limiting your options by sticking with a single solution may be a mistake.
For example, just because content marketing worked great for a tech startup, doesn’t necessarily mean that those same techniques will work for local retailer.
When choosing an SEO solution that is right for you, price should not be the only consideration, but because we are often motivated by financial figures, it is important to weigh the cost of good SEO prior to making any decisions. To be better prepared to make the correct decision for your business, find a solution that fits within budget, strategically aligns with the needs and goals or your organisation, and can provide measurable ROI over time.