How Much To Charge For SEO Services – Why You Must Charge More

by Updated April 16, 2020SEO Business, SEO Clients, SEO Strategies21 comments

See Also: The 3 Step Backlink Strategy That Works Like Magic With SEOJet


If you’re reading this article my guess is you are looking to start an SEO consulting business, or have existing clients or friends that want you to perform SEO for them. As an SEO consultant, you understand the need to find the right balance between charging a client enough so that you can turn a profit, but also not break them financially so they don’t stick around with you.

Especially when it comes to small businesses, they don’t usually have in their budget to pay thousands of dollars a month for SEO.

The worst thing you can do is take companies hard earned money knowing it won’t be enough to get them where they need to be.



For example, I was recently consulting with a company and they had me get on the phone with the SEO guy they had been using.

As I started asking him what exactly he had been doing to promote their website he gave me a list of very shallow surface stuff that wasn’t going to do anything for this company.

When asked why he wasn’t doing A, B, or C he simply said, due to the limited budget of the campaign there is only so much we can do.

What I didn’t ask (but should have) was “well did you ever ask for more money?”

You see, the company I was representing had an almost unlimited budget to spend on SEO. If you could convince them it was a good long term tactic they would do it.

But here the SEO consultant was doing the least amount he could get away with (things that were pushing black hat) because that’s all the budget would allow.

And the worst part is he is the one that gave THEM the price in the first place. It was his job to know how to price SEO, not the clients.

So to recap, the client asked him for an SEO proposal. Fearing the price might be too high he gave them a low bid. Then because the amount was too low, he did crappy SEO for them.

He probably thought he was doing them a favor by giving them a good price. But in the end, he did them a huge disservice.

SEO bid is not too high

Do you see how this was a problem?

We had to undo a lot of the work he had done. And of course, we had to fire him. Not because we are cold hearted, but because we couldn’t trust that he had our best interest at heart.

When giving a price quote for SEO, you need to look at what it is going to take to get the job done properly. And then, of course, include payment for your time and expertise in the quote as well.

You should look at the top competitors (by competitors I mean the websites that are ranked in the top 3 for your client’s key phrases) and see exactly what they are doing.

What does their link profile look like? What kind of content do they have?

Then compare that to your client and you will have a realistic idea of what it will take to get them to the top of Google.

Then and only then will you have a solid idea of how much to charge for your SEO work.

Some websites will tell you there is a fixed price that you can charge for certain search engine optimization tasks.

It has been my experience after optimizing over 400 websites over a 15-year span, that every single company is different.

There isn’t one fixed price that covers an audit, or link building, or content creation.

And let’s be honest, what you are trying to do is cultivate a long-lasting client-customer relationship.

So it is your obligation to charge the customer exactly what it will take to get the job done properly and no more than that.

There is no mythical one-size-fits-all approach to SEO.

How Much To Charge For SEO – An Example

I’ll give you a hypothetical situation.

Let’s say you have a real estate agent in Phoenix, AZ that wants to rank for the big terms in Phoenix. He or she comes to you with no real SEO presence to speak of. You do your research and see what those real estate websites at the top of Google in Phoenix are doing and you get a good idea of what it will take.

Let’s say the top guy has a really good natural link profile with 150 links pointing to his site. Your client has 20 links so far. The top guy has 100 pages of awesome content and your client has 8. You can figure out that it will take a lot of work and time to catch his competitors.

You decide to charge him $2500/mo which will have an allotted budget for link building and content creation.

Then you have another real estate agent in Atlanta approach to rank in Atlanta. He is in the top 20 for most of his key phrases. When you look at his competition you notice that the top guy has only 30 more links than your client. The content is pretty much equal.

You understand it won’t be as difficult to get him to rank but will still take work so you charge him $1500/mo to work on his website.

The exact same industry, but 2 totally different prices. This is why you must charge on a case by case basis.

custom seo proposal

Now keep in mind that these prices and situations are totally hypothetical but I wanted to point out that as you run your SEO business and do quotes for potential clients, you need to make it individual to each person.

The Hard Cost Of SEO


What most companies have a hard time understanding is that SEO is not simply a matter of typing a few phrases onto a page on a website a you magically jump to the top. There is a real time commitment to do SEO the right way. And as an SEO consultant or company, you need to be rewarded for your time.

But the real issue of pricing out a job is that unless you have unlimited hours, there are going to be real hard costs to doing SEO for a client.

For example, hiring a writer to create killer content is going to cost money. If the writer is really good then it will probably cost you $100-$300 for every 1000 words of content.

As Brian Dean explained in this blog post, the average word count for the pages that ranked on page 1 of Google was 1800 words. So one article that you create for you client (if done properly) is going to cost you a minimum of $100-$200. Now if you are doing one or two of those awesome content pieces per month that can cost you up to $400/mo. Just for content on the website.

Pricing Out Link Building

And what about links? There are many ways to go about building links, but I like methods that I have more control over. Blogger outreach is one of my preferred methods of not just link building but website promotion in general.

There are basically two approaches to blogger outreach. You find blogs that accept guest posts and write a guest post for them. You would either have to write the content yourself of hire it out.

The other approach is to hire a company to do the blogger outreach for you.

Either way, your looking at more costs. I’ve seen companies charge anywhere from $65-$1100 for a single guest post link.

I would be very careful about getting a link from anyone who charges less than that (unless of course it’s free from a guest post).

If you are going to use a guest posting service to build links for your clients then you need to factor that into what you are charging for SEO.

For local businesses, I wouldn’t let them start SEO unless they allotted at least $500/mo for links.

That’s right I said I wouldn’t let them.

Too often we are so concerned with closing the deal that we let the client set the terms.

Stop doing that.

You’re the professional, you tell them what it will take.

For non-local websites a monthly link budget from $1,000 up to $10,000 depending on how competitive the industry is will be the range you’ll want to be in.

As you can see, depending on how much content or backlinks a client needs, building a natural backlink profile for your client can add up very quickly.

There are ways to cut down on hard costs, if you write the content or go out and get the links yourself you can save money. But that just means you will be spending a lot more of your personal time on the project.

Again, I can’t reiterate this enough, this is why you must not underbid for SEO. If you charge too little, you will quickly lose motivation to get the job done properly and your client will suffer.

Real World SEO Price Breakdown

Of the many clients I have done SEO for since 2002, one of the most high profile clients was Marcus Lemonis, star of the tv show “The Profit” on CNBC.

How I landed him as a client is a long story that I won’t get into in this post, but it was definitely unconventional.

When I sent him his custom SEO proposal there were a few factors that I kept in mind when coming up with a price.

First, I had seen his show and knew that if I was doing SEO for any of his companies featured on the show those companies would have built-in link popularity. This would save me a ton of time and money trying to build backlinks that he could get just because people loved the show and linked to his businesses.

This didn’t mean that I wouldn’t be doing any link building, but because his companies websites already had great natural links I would only have to focus on more targeted links.

This would mean less money out of pocket for me.

I then looked at the number of big pages on the site that would need to be optimized, along with what I thought he would expect to pay.

I asked him what his goals were and knew he wanted to rank nationally for some very competitive phrases.

I didn’t want to be the most expensive, but I also didn’t want to look like I didn’t value my services.

I gave him a bit of a discount knowing he owned over 50 businesses and I wanted to get more from him than just the small handful he was letting me work on.

So I bid $3000/mo for this site.

Ultimately I won his business.



Shameless plug: As I was doing SEO for clients I got super frustrated that I had to guess which links to build and which anchor text to use for every single backlink I built. So I made it my personal mission to figure out exactly what Google wants to see in a #1 ranked backlink profile.

After a ton of research, I figured out what Google wanted to see and started doing that on my SEO clients. It worked so well that I decided to build SEOJet and give access to this new system to the SEO community.

SEOJet is the link management software I used to help him and many other sites get to page 1 for some super competitive phrases with very few links.

The software uses backlink data from thousands of #1 ranked web pages and builds out link maps for each of your pages.

All you have to do is go get the links. Then watch as your client’s rankings rise to the top of Google.

See how SEOJet works

SEOJet Can Help You Properly Bid SEO

I’ve given you some pretty good guidelines on how much to charge for SEO services, but if you are an active user of SEOJet, it gets even easier.

SEOJet will take any page of your client’s website and look at who ranks in the top 10 and then tell you the quickest path to get your client there too.

When you have a potential SEO client that you are getting ready to send an estimate to, you can use the data from SEOJet to know how many links the potential client needs to get to page 1.

For example, let’s say you are creating an SEO proposal for the site

The client tells you they really want to rank for “Golden Retriever puppies” and “German Shepherd puppies”.

First you enter PuppyJoy into SEOJet:

Add an SEO client

Then enter the two pages targeting “Golden Retriever puppies” and “German Shepherd puppies” into SEOJet:

How to charge SEO clients

And then you click on each one to see backlink data for each:

How much to charge an SEO client

How much to charge for SEO

As you can see from the data, your SEO client currently has 29 homepage links and will need around 43 homepage links to compete for “golden retriever puppies” so that is your starting point for the current SEO proposal, 14 links to the homepage.

Then you can see that for the German Shepherd page SEOJet recommends you get at least 16 backlinks to that page (the page already has 5 links) so you need 11 more.

And the Golden Retriever page needs about 20 more links.

If your client really wants to get to page 1 for those key phrases, then at minimum they are going to need:

  • 14 homepage links
  • 11 links to the German Shepherds page
  • 20 links to the Golden Retriever page

That is 45 backlinks.

If you are doing a 6-month agreeement you can spread the cost of those 45 backlinks over the 6 months, so about 7-8 links per month.

If you consider the average cost of a guest post to be $125, this client needs a link building budget of about $1000/mo.

Then when you secure them as a client you can simply go into their link map inside of SEOJet and get the links they need for the month:

Buy guest posts from SEOJet

See how you don’t have to guess anymore?

So what you can do is get the top 3-5 main key phrases they can realistically target over the next 6 months and then use SEOJet to get a really good idea of what it will take to get there.

Then charge accordingly.

What Is SEOJet?

I developed SEOJet because I realized there was no real guide to building links.

It is by far the most important piece of SEO but no one could tell me the best way to do it, including how to choose your anchor text for each link in order to keep your backlink profile natural.

SEOJet literally tells you what anchor text to use for every backlink you get. It uses backlink data from #1 ranked pages in Google to help you build a backlink profile that matches other #1 ranked pages.

Link Maps

The software looks at your existing backlink profile, or the lack thereof, and automatically creates what we call a link map for each page.

A link map is a road map for your backlink strategy. It is where we show you what your current backlink profile looks like and which anchor text you need to do next to keep things looking natural.

Know How To Beat Your Competitors

One of the coolest features of SEOJet is the Competitor Lock feature.

This report looks at your top-ranked competitor and shows you what you need to do to beat them.

SEOJet Competitor Lock Report

There are some other really cool things the software does but to learn more I recommend you go check out the demo I recorded where I also show you some really cool and easy to follow SEO strategy.

See How SEOJet works.

What To Do When A Business Can’t Afford SEO

In an ideal world every phone call you ever get will be from a company that truly understands the value of SEO and has an unlimited budget, but the reality is those phone calls are very few and far between.

So you have to get creative when you speak with a small business and you know that they are extremely budget conscious.

You should have ready at anytime three SEO packages that you can pitch a company depending on what they can realistically afford.

Each package should provide the client with a measurable success that will drive more revenue. The lower end package will obviously target fewer key phrases or areas with a natural expansion with each package.

This way you don’t have to turn away business if you really want or need it, but can also provide a valuable service to your client.

Sometimes it just won’t make sense for you and you should absolutely turn a potential client away. Not every client is a good fit for your SEO company.

When you take on a client who really isn’t a good fit, they start to eat away your time because they are unhappy. Not to mention they won’t have a good experience and will not recommend you as a company or worse, leave bad reviews of your company. And this, of course, will make you unhappy.

The other option here is to help a smaller client get creative in the things they can do themselves to save money. For example, you can have them write their own guest posts and then have you to the outreach for them. Because the bulk of the cost comes in the link building phase this will help dramatically bring down costs for them.

Let’s Recap

When you are deciding how much to charge an SEO client, be sure to charge them enough so that you can do the job they deserve and get paid what you deserve.





Related: The 3 Step Backlink Strategy That Works Like Magic With SEOJet


  1. BMD

    I like the idea of comparing your SEO client’s competitors’ websites to figure out exactly what they need done and what you need to charge. Give a fair price-do the work your clients pay for. Even if the first guy HAD stayed on the job, chances are the clients wouldn’t have called him back when they found out he was putting in shabby work. Price well, work hard, and get repeated business.

    • Adam White

      BMD, you’re exactly right. The funny thing is if you are afraid to ask for money your potential clients can sense that and they will be afraid to pay it.

  2. Rachael Mills

    You are right, one thing I have come to realize is that it is better to charge a price that will ensure you do a proper job for your client than to charge low out of fear and do a shabby job because, in the end, it affects your business negatively.

  3. LocateSEO

    We’re currently restructuring our client SEO prices into several tiers. As you said, each client will have different needs, so we are basing our plans on the time per month we think it will require to rank sites across a range of different competiton levels. That will give us the flexibility to work to the most efficient result for our client, without being tied to performing certain tasks which might not be relevant to their exact position.

    • Adam White

      LocateSEO, I think that is a great idea. I think it is too hard to do a one size fits all package for SEO.

  4. Steve Graham

    Personal when I accept a business on as a client I use his competition to determine how much to charge. Point blank. How much net profit is each customer worth to you? I determine the price by how much new business he could generate from my services if he is in the top three. Plus I tell them, depending on the competitive level of the keywords it will be 8 to 12 months. Maybe even more for more competitive phrases.

    • Adam White

      Steve, that it smart to set the expectation like that in the beginning. I have always saved myself from tons of customer service issues because I learned early on to be assertive and let them know they were paying me because I was the expert and I would be calling the shots. People seem to like that I was always very confident in what to do.

  5. Pooja

    It’s amazing information, Thanks for sharing this article!

    • Adam White

      Pooja, you’re welcome. Hope it helps your SEO efforts.

  6. William

    So apparently, SEOJet is mainly for blog posting websites from looking at a sample map on one of your pages. Is there a product for pages? William

    • Adam White

      William, our software is not aimed at blogs, it will work for any website.

      One thing we do preach is having a lot of content on your most important pages (homepage not included) to get the best results.

  7. iswanto

    ahhaa, this is nice articel, very help me for check ranked competitor, thanks

    • Adam White

      Iswanto, Im glad it was helpful for you.

  8. Karen

    Great article! I have tried 3 times to download the free proposal but it just keeps getting hung up. Autoresponder/server issues? Could you email it to me directly?

    • Adam White

      Karen, that’s strange. I will email you.

  9. Michelle Lowery

    The rates you’re listing for “killer” content created by a “really good writer” are astonishingly low.

    You’re suggesting someone can get an expertly written piece of content for $.05 to $.10 per word. $.10 a word is a starting rate. Anything below that is unreasonable.

    If you want an expert writer who’s going to create well-written content that isn’t just of high quality, but will assist with ranking, bringing in traffic, and converting, be prepared to pay anywhere from $.25 to $2 per word.

    Other factors that will influence price are the subject matter, the amount of research needed, and the experience of the writer.

    I’m glad you’re advising that good content costs money. It does. But you also get what you pay for, and $.10 a word is unlikely to get the kind of content you need to be competitive.

    • Adam White

      Michelle, that’s a good point. Those prices for solid content should be higher although with writers its sometimes like the wild west. If a good writer needs work they are usually willing to negotiate.

  10. Rosie

    Great article! I love your examples. With SEO, we need to make a great effort, from writing outstanding content and building the right backlinks to achieve a higher rankings in Google. Whatever the cost to get that to happen is what we should charge. Thanks for sharing

    • Adam White

      Rosie, you are correct. Each client is different and you charge whatever it will take for them to be successful.

  11. Raja

    Thanks for sharing SEO charging guide.
    This article helped me a lot to create billing for my SEO client.

    • Adam White

      Raja, Im glad it helped. Make sure you charge enough to get the job done right!


Submit a Comment

Your email address will not be published. Required fields are marked *