Ask five agencies what SEO costs and you'll get five different answers. That's because SEO is priced by scope, competition, and goals — not by a fixed menu. Here are the common models and what each is good for.

Monthly retainer

The most common model for ongoing SEO. You pay a fixed monthly fee for continuous work — audits, content, on-page optimization, link building, and reporting. Retainers make sense because SEO compounds; steady monthly effort is what moves rankings and keeps them.

Project-based pricing

A fixed price for a defined deliverable — a technical audit, a site migration, or a one-time on-page overhaul. Good when you need a specific problem solved rather than ongoing growth.

Hourly or consulting

Best for strategy sessions, second opinions, or guiding an in-house team. You pay for expertise and direction rather than execution.

What actually drives the price

  • Competition — more competitive keywords need more content and links.
  • Current state — a site with technical debt needs more upfront work.
  • Scope — local SEO for one location costs less than national or e-commerce SEO.
  • Goals — aggressive timelines require more resources.

How to spot value (and avoid waste)

Cheap, high-volume SEO packages often rely on spammy links and templated content that can get you penalized. Real value looks like a clear audit, a prioritized plan, transparent monthly reporting in plain English, and no long lock-in contracts. You should always understand what you're paying for and why.

My approach

I start with a free audit, then quote a fixed, transparent scope matched to your goals and competition — no jargon, no surprises. You see exactly what's being done and what's improving each month.