"How much does SEO cost?" is a question with no single answer—SEO pricing ranges from a few hundred dollars per month for local businesses to six figures annually for enterprise programs. The cost depends on your market, competition, scope of work, and the pricing model you choose. This guide breaks down SEO costs by model, business size, and service level so you can budget realistically and evaluate quotes.
Key Takeaways:
- SEO retainers range from $750/month (local SMB) to $75,000+/month (enterprise)
- Results typically take 3–6 months; competitive markets may need 12+ months
- Red flags include guaranteed rankings, vague deliverables, and unusually low pricing
- Match your budget to competition level—underfunding a competitive program rarely delivers ROI
SEO Pricing Models
SEO is typically sold in one of four ways: monthly retainer, hourly, project-based, or performance-based. Each has pros and cons for both clients and agencies.
| Model | Typical Range | Best For | |-------|---------------|----------| | Monthly retainer | $750–$15,000+/month | Ongoing SEO, most common | | Hourly | $100–$300/hour | Ad-hoc audits, consultations | | Project-based | $2,500–$50,000+ | One-time work (audits, migrations) | | Performance-based | Commission on results | Risk-sharing, often combined with base fee |
Monthly Retainer
The dominant model. You pay a fixed monthly fee for a defined scope of SEO work. Retainers usually include strategy, on-page optimization, link building, content, and reporting.
Typical monthly retainer ranges:
- Local SEO (small business): $750–$2,500/month
- Regional/multi-location: $2,000–$5,000/month
- National (moderate competition): $3,000–$8,000/month
- Competitive national/enterprise: $8,000–$25,000+/month
Pros: Predictable costs, ongoing improvement, accountability
Cons: Commitment required; results take 3–6+ months to materialize
Hourly Pricing
Used for audits, consultations, and one-off tasks. Agencies and consultants charge $100–$300/hour depending on experience and market, per Clutch.co agency pricing surveys.
Typical hourly rates:
- Junior/associate: $75–$125/hour
- Mid-level: $125–$200/hour
- Senior/strategist: $200–$350/hour
Best for: Technical audits, migration planning, strategy sessions, overflow work. Use a freelance rate calculator to benchmark hourly SEO rates.
Project-Based Pricing
One-time engagements with clear deliverables: technical SEO audit, migration support, content strategy document, keyword research report, etc.
| Project Type | Price Range | |--------------|-------------| | Technical SEO audit | $1,500–$8,000 | | Keyword research + strategy | $1,000–$5,000 | | Site migration (SEO support) | $3,000–$15,000 | | Content audit + recommendations | $1,500–$6,000 | | Link building campaign (one-time) | $2,000–$10,000 |
Best for: Specific projects with defined end dates. Not ideal for ongoing ranking improvement.
Performance-Based Pricing
You pay based on results—e.g., per lead, per conversion, or percentage of revenue attributed to SEO. Often combined with a reduced base retainer.
Typical structures:
- Base retainer ($2,000–$5,000) + bonus for ranking improvements or traffic milestones
- Commission on qualified leads (e.g., $50–$150 per lead)
- Revenue share (5–15% of attributed revenue)
Pros: Aligns incentives; lower risk if results don't materialize
Cons: Requires clear attribution; agencies may cherry-pick low-competition keywords; not all agencies offer it
Pricing by Business Size and Market
Local SEO
Targets geo-specific searches: "plumber near me," "dentist in Austin." Typically lower competition than national terms.
| Business Type | Monthly Retainer | What's Usually Included | |---------------|------------------|-------------------------| | Single-location SMB | $750–$1,500 | GMB optimization, citations, basic content, local links | | Multi-location (2–10) | $1,500–$3,500 | Location pages, GMB per location, local content | | Multi-location (10+) | $3,000–$8,000 | Scaling across locations, local landing pages, reviews |
National SEO
Competitive, broad keywords. Costs scale with competition and industry.
| Competition Level | Monthly Retainer | Typical Focus | |-------------------|------------------|---------------| | Low (long-tail, niche) | $2,000–$4,000 | Content, on-page, basic links | | Medium | $4,000–$8,000 | Content strategy, link building, technical SEO | | High (finance, legal, SaaS) | $8,000–$15,000+ | Full-stack: content, links, technical, international |
Enterprise SEO
Large sites (thousands of pages), multiple regions, complex technical environments. Often includes content teams, dedicated strategists, and custom reporting.
| Scope | Monthly Retainer | Key Additions | |-------|------------------|---------------| | Mid-market (500–5K pages) | $10,000–$25,000 | Content team, scaled link building, international | | Enterprise (5K+ pages) | $25,000–$75,000+ | Dedicated team, custom tools, C-suite reporting |
What's Included at Each Price Point
Understanding what you get prevents scope creep and disappointment.
$750–$1,500/month (Local SMB)
- Google Business Profile optimization and monitoring
- Citation building and cleanup
- Basic on-page optimization (5–15 pages)
- Simple content (e.g., location pages, service pages)
- Monthly ranking and GMB performance reports
- Usually not included: Comprehensive link building, content calendar, technical audits, competitor analysis
$2,000–$4,000/month (Regional / Low-Competition National)
- Everything above, plus:
- Technical SEO audit and fixes
- Keyword research and strategy
- Link building (10–25 links/month)
- Content creation (2–4 pieces/month)
- Competitor and gap analysis
- Usually not included: Large-scale content production, aggressive link campaigns
$5,000–$10,000/month (Competitive National)
- Everything above, plus:
- Dedicated strategist or account manager
- Comprehensive link building (30–75+ links/month)
- Content strategy and 4–8 pieces/month
- Advanced technical SEO (Core Web Vitals, site structure)
- Custom reporting and dashboards
- Usually not included: Full content team, PR-led link building, multi-language
$15,000+/month (Enterprise)
- Dedicated team (strategist, content, links, technical)
- Scalable content production
- PR and digital PR for links
- Multi-region and international SEO
- Custom tools, integrations, and reporting
- SLA and contractual guarantees where appropriate
Red Flags in SEO Pricing
- Guaranteed #1 rankings – No one can guarantee rankings. Search algorithms change; competition shifts. Legitimate agencies set realistic expectations.
- Extremely low prices – $300–$500/month for "full SEO" usually means templated work, low-quality links, or offshore execution. Often hurts more than helps.
- No contract or unclear scope – What exactly is included? How many links? How much content? Get it in writing.
- Link building only – SEO is more than links. On-page, technical, and content matter. Agencies that focus solely on links may use risky tactics.
- No access to tools or reports – You should receive regular reports (rankings, traffic, backlinks) and ideally have access to tools like Google Search Console and Analytics.
- Pressure to sign long-term with no trial – Some agencies offer 3-month minimums; 12-month lock-ins with no escape clause are a red flag.
- Vague deliverables – "We'll improve your visibility" without specific tactics, timelines, or metrics is a warning sign.
How to Budget for SEO
For Buyers
- Set a realistic timeline. SEO typically takes 3–6 months to show meaningful results, as noted by Google's own Search documentation; competitive markets can take 12+ months. Budget accordingly.
- Match spend to competition. Low-competition niches can succeed at $2,000–$4,000/month. High-competition (legal, finance, SaaS) usually requires $5,000–$15,000+/month.
- Ask what's included. Request a scope document: deliverables, reporting cadence, and communication expectations. Compare apples to apples across agencies.
- Plan for 6–12 months minimum. Stopping after 2–3 months rarely delivers ROI. SEO compounds over time.
- Factor in content and technical work. If your site needs significant technical fixes or content, those may be separate or bundled—clarify upfront.
For Sellers (Agencies)
- Scope clearly. Define deliverables (links, content, technical tasks) in the contract. Use our agency pricing models guide to structure retainers profitably.
- Price for margin. SEO is labor-intensive. Undercutting to win deals often leads to underdelivery and churn. See agency profit margins guide for targets.
- Set expectations. Educate clients that SEO takes time. Document what you'll do and when; avoid overpromising rankings.
- Automate billing. Retainers benefit from automated invoicing. Tools like AgencyPro handle billing and retainer tracking so you focus on delivery.
- Use invoice templates for consistent, professional invoicing that matches your scope.
Choosing the Right SEO Engagement
Local SEO: Ideal for service-area businesses (plumbers, dentists, restaurants). Typically $750–$2,500/month. Focus on GMB, citations, and local content. Results often in 2–4 months.
National (low competition): For niche B2B, long-tail keywords, or emerging categories. $2,000–$4,000/month can work. Expect 4–6 months for meaningful traction.
National (high competition): Finance, legal, SaaS, e-commerce in competitive niches. Budget $5,000–$15,000/month. Expect 6–12+ months. Don't underfund—low spend in competitive markets rarely delivers.
Enterprise: Large sites, multiple regions, complex technical environments. $15,000–$75,000+/month. Dedicated teams, custom reporting, C-suite visibility. Timeline: 12+ months for major gains.
Local vs. National vs. Enterprise: Quick Comparison
| Factor | Local | National | Enterprise | |--------|-------|----------|------------| | Typical monthly spend | $750–$2,500 | $3,000–$10,000 | $15,000–$75,000+ | | Time to results | 2–4 months | 4–8 months | 6–12+ months | | Primary focus | GMB, citations, local content | Content, links, technical | Full-stack, scaled | | Team size (agency side) | 1–2 people | 2–4 people | 5–15+ people | | Reporting | Basic metrics | Custom dashboards | C-suite, multi-stakeholder |
Real-World SEO Cost Examples
Example 1: Local restaurant (single location)
GMB optimization, citations, menu pages, basic content. Retainer: $1,000–$1,500/month. Timeline: 3–4 months to see local pack visibility improve.
Example 2: B2B SaaS (moderate competition)
Technical audit, content strategy, 4–6 blog posts/month, link building. Retainer: $5,000–$8,000/month. Timeline: 6–9 months for meaningful organic growth.
Example 3: Law firm (high competition)
Full program: content, links, technical, local. Retainer: $8,000–$12,000/month. Timeline: 9–12+ months. Legal SEO is expensive due to competition.
Example 4: E-commerce brand (500+ products)
Category optimization, content, link building, technical. Retainer: $10,000–$18,000/month. Often includes content team and scaled link acquisition.
How to Evaluate SEO ROI
SEO ROI is measured over months, not weeks. Key metrics:
- Organic traffic – Sessions from search. Use Google Analytics.
- Rankings – Position for target keywords. Track 10–50 key terms.
- Conversions – Leads, signups, or purchases from organic. Attribute in GA.
- Revenue – If you can tie organic traffic to sales, calculate: (Attributed revenue − SEO cost) / SEO cost.
Rule of thumb: If organic traffic drives high-value conversions, invest 10–20% of the revenue it generates back into SEO, a guideline supported by HubSpot's marketing statistics research. Break-even typically occurs in 6–12 months for well-executed programs.
Frequently Asked Questions
Can I do SEO myself?
Yes, for basics: GMB, on-page optimization, simple content. Technical SEO, link building, and content strategy at scale usually require specialists. Use your time vs. cost: if your hour is worth $150+, outsourcing often makes sense.
How long until I see results?
Local: 2–4 months. National (low competition): 4–6 months. Competitive markets: 6–12+ months. SEO is a long game—patience is part of the investment.
Is cheap SEO worth it?
Rarely. $300–$500/month programs often use low-quality links or templated content that can trigger algorithm penalties. You get what you pay for; bad SEO can hurt more than no SEO.
Should I hire an agency or freelancer?
Agencies offer teams, process, and backup. Freelancers are often cheaper and more flexible. For local or straightforward national SEO, a skilled freelancer can suffice. For enterprise or complex programs, agency capacity matters.
What should an SEO contract include?
Scope of work (deliverables, links/month, content volume), reporting cadence, communication expectations, payment terms, cancellation notice (e.g., 30–90 days), and IP ownership of content and strategy. Avoid contracts with no exit clause or vague "we'll improve your visibility" language.
How do I know if my SEO agency is doing good work?
Track rankings for target keywords, organic traffic in Google Analytics, and conversions from organic. Request monthly reports with these metrics. Ask for access to Search Console and backlink data. Good agencies are transparent about tactics and share tool access where appropriate.
SEO Budget Planning: What to Allocate by Goal
Goal: Local visibility (e.g., "plumber near me")
Budget: $750–$2,000/month. Timeline: 3–4 months. Focus: GMB, citations, local content.
Goal: National traffic in low-competition niche
Budget: $2,000–$4,000/month. Timeline: 4–6 months. Focus: Content, on-page, basic links.
Goal: Compete in moderate national space
Budget: $4,000–$8,000/month. Timeline: 6–9 months. Focus: Content strategy, link building, technical SEO.
Goal: Compete in high-competition space (legal, finance, SaaS)
Budget: $8,000–$15,000+/month. Timeline: 9–12+ months. Focus: Full-stack program with dedicated resources.
Goal: Enterprise, multi-region, scaled program
Budget: $15,000–$75,000+/month. Timeline: 12+ months. Focus: Dedicated team, custom reporting, international.
Match your budget to your goal. Underfunding a competitive program rarely delivers; overfunding a simple program wastes money. Use our agency profit margins guide to understand agency economics—it helps you evaluate whether a quote is realistic for the scope promised.
Key Takeaways
- SEO costs range from $750/month (local SMB) to $75,000+/month (enterprise) depending on market, competition, and scope.
- Retainers are the norm for ongoing SEO. Hourly and project-based pricing suit audits and one-off work. Performance-based can align incentives but requires clear attribution.
- What's included varies widely. Lower tiers focus on basics (GMB, citations, simple content); higher tiers add link building, content strategy, technical SEO, and dedicated teams.
- Red flags: Guaranteed rankings, suspiciously low prices, vague scope, link-only focus. Insist on written scope and regular reporting.
- Budget for 6–12 months minimum. SEO compounds; short engagements rarely deliver. Match spend to competition level.
Agencies that run efficient SEO retainers often consolidate billing, project tracking, and client reporting in one place—tools like AgencyPro help standardize retainer invoicing and reduce admin overhead. For pricing benchmarks, use our project pricing calculator and freelance rate calculator. For strategic context, explore agency pricing models and agency profit margins.
Quick Reference: SEO Cost Cheat Sheet
| Market Type | Monthly Retainer | What You Get | Timeline to Results | |-------------|------------------|--------------|---------------------| | Local (single location) | $750–$1,500 | GMB, citations, basic content | 2–4 months | | Regional (multi-location) | $1,500–$3,500 | Location pages, scaled local | 3–5 months | | National (low competition) | $2,000–$4,000 | Content, on-page, links | 4–6 months | | National (moderate) | $4,000–$8,000 | Full program, dedicated focus | 6–9 months | | National (high competition) | $8,000–$15,000 | Full program, scaled | 9–12+ months | | Enterprise | $15,000–$75,000+ | Dedicated team, custom tools | 12+ months |
Red flag: Guaranteed rankings. Green flag: Written scope, regular reporting, access to data.