Thinking about investing in SEO but unsure about the costs involved? This guide explains what you can expect in 2025 when it comes to SEO pricing models, typical rates, and how different service providers structure their offerings. It will help you make an informed decision that fits your goals and budget.
In 2025, Google captures nearly 90% of all search traffic. But the way search results appear is changing quickly, and SEO is more competitive than ever. To stay visible, businesses must now compete not only with paid ads and other websites, but also with AI Overviews and auto-generated content. A clear and strategic SEO plan is more important than ever.
Fortunately, there are skilled SEO professionals available for nearly every budget, business size, and goal. A consultant can help shape your strategy, while a full-service agency can handle execution from start to finish. In this article, we’ll explore current SEO pricing models, updated cost benchmarks, and a case study that shows how SEO delivers long-term value.
Key Takeaways
SEO pricing varies widely, from less than $50 per hour to over $50,000 per month depending on the provider and project scale.
Factors like business size, service scope, provider type, and location all influence how much you’ll pay for SEO.
Use reliable benchmark data from trusted sources such as Ahrefs and Backlinko to understand industry standards and avoid overpaying.
Breaking Down the Cost of SEO Services
How much does SEO cost? Unlike a fixed product or service, SEO is a long-term strategy, which makes pricing more complex. The cost of SEO can vary widely depending on factors like the scope of work, provider experience, business location, and the size of your website.
Most SEO agencies and consultants offer services through three main pricing models: monthly retainers, hourly rates, and project-based fees. Each model has its advantages, and the right choice depends on your goals, budget, and timeline. Below, we break down each model and include benchmark data from Ahrefs’ poll on SEO pricing and Backlinko’s 2025 SEO pricing survey. You’ll also find a comparison chart to help you choose the best option for your business.
Monthly retainers
Monthly retainers are the most common SEO pricing model. According to Ahrefs, 78.2% of SEO providers charge clients on a monthly basis. This model supports ongoing SEO efforts and provides a stable, predictable budget, making it ideal for businesses focused on long-term growth.
In the US and Canada, Ahrefs reports that monthly retainer fees range from under $50 to as high as $50,000, depending on the scope and experience of the provider. The most common monthly rate falls between $2,500 and $5,000, selected by nearly 30% of surveyed professionals. Backlinko’s 2025 pricing survey also highlights that 34% of SEO providers in the US, UK, and Australia offer services in this premium pricing tier.
Hourly SEO rates
Many business owners who need expert advice or help with specific tasks choose hourly SEO pricing. According to a poll by Ahrefs, about one-third of SEO professionals offer services by the hour. This model is often a good fit for businesses that already have an in-house team to carry out the recommended changes.
Backlinko’s 2025 survey found that hourly SEO rates typically range from $50 to $100, though pricing can vary based on the provider’s experience and location. In regions like the US, UK, and Australia, experienced SEOs with over seven years in the field often charge $180 per hour or more. Ahrefs’ data supports this, reporting an average hourly rate of $111 among their respondents.
Project-based SEO services
Project-based SEO pricing is a common option for businesses that need help with specific tasks, such as a technical audit, keyword research, or a link-building campaign. It’s well-suited for companies that know what they need but require expert support to carry it out.
According to Ahrefs, most project fees range between $2,501 and $5,000, though the full range extends from under $100 to as high as $75,000, depending on the project’s complexity. Backlinko’s 2025 survey found similar results, with many SEO projects falling between $1,000 and $5,000. Tasks like technical SEO improvements and link-building typically cost more, while audits and keyword research tend to be more affordable.
About 50% of SEOs surveyed by Ahrefs offer project-based pricing. Backlinko’s data shows that this model is most popular in India and Latin America (offered by 68% of SEOs), while only 15% of professionals in the US, UK, and Australia use it.
Performance based SEO services
Some digital marketing agencies offer performance-based SEO pricing, where fees depend on achieving specific results, such as higher rankings or increased website traffic. While this model can seem appealing, it’s less commonly used. SEO results can be unpredictable and influenced by factors outside the provider’s control, such as algorithm updates or competition.
This approach also carries risk. In some cases, providers may rely on shortcuts or black-hat tactics to meet short-term goals, which can harm your site in the long run. It’s worth noting that neither Ahrefs nor Backlinko included performance-based pricing in their 2025 SEO research, suggesting it remains a less standard option in the industry.
What Affects the Cost of SEO Services
SEO costs can vary a lot depending on several important factors. Knowing what affects pricing can help you choose the right strategy for your goals and budget. For small and mid-sized businesses, it’s important to find the right balance between cost and the level of service needed to see long-term success. Below are the key factors that can influence how much you’ll pay for SEO.
How to Decide Between an SEO Agency and a Consultant
Choosing the right type of SEO support often depends on your budget, goals, and comfort with risk. Whether you’re considering a freelancer, agency, consultant, or in-house hire, each option offers different levels of cost, expertise, and control.
Both SEO agencies and consultants are popular alternatives to building an in-house team. According to Ahrefs, their average monthly retainers are almost the same, agencies charge around $3,209 per month, while consultants charge $3,250. However, consultants tend to charge higher hourly rates, averaging $171.18 per hour, compared to $98.90 for agencies. Consultants often bring deep, hands-on experience, while hiring the right SEO agency can give you access to a full team with specialized skills in areas like technical SEO, content strategy, or local search, services a solo expert may not always provide.
Freelancers are typically the most affordable option. They’re easier and quicker to hire, but the quality of work and accountability can vary. Since freelancers work independently, their availability, pricing, and processes may not always align with your expectations.
Hiring an in-house SEO specialist usually costs between $50,000 and $150,000+ per year, plus benefits. This approach offers the most control but also requires a higher financial commitment and a longer hiring process.
Business size
Larger businesses typically need more advanced SEO support, which leads to higher overall costs. In contrast, small businesses with fewer than five employees often set a monthly SEO budget between $500 and $2,000, depending on their goals and competition. Enterprises, on the other hand, may invest significantly more to support broader strategies, larger websites, and more complex SEO requirements.
Scope of services
The complexity of your SEO strategy directly affects the overall cost. Larger strategies such as enterprise-level campaigns often come with higher expenses due to their broader scope. Services like SEO copywriting, link building, technical audits, and local SEO all play a role in determining the final pricing based on your specific needs.
Geographic location
SEO pricing can vary significantly depending on your region. Agencies in the United States often charge more than providers in developing countries because of higher labor costs. According to Ahrefs, 85.7% of SEO professionals in India charge $30 per hour or less. In contrast, 66.7% of providers in the United States and Canada charge between $75 and $200 per hour.
The scope of your SEO campaign also affects pricing. Providers working with global clients usually charge slightly more, based on Ahrefs data. Local SEO tends to be more budget-friendly, with an average monthly cost of $1,557. Backlinko’s 2025 data shows that agencies charge about $1,819 per month for local SEO, while freelancers typically charge around $1,150.
SEO tools and technology
Professional SEO services often rely on tools like Ahrefs, Semrush, or Screaming Frog to generate detailed reports and insights. The cost of using these tools can add between $100 and $1,000 per month to an agency’s or consultant’s operating expenses, which may be reflected in their pricing.
What Your SEO Budget Can Cover
When setting your SEO budget, it’s important to understand how your investment will influence the scope and speed of your results. A higher budget can support more in-depth work and faster progress, while a smaller budget may require a more focused, long-term strategy. Knowing what different budget levels typically include will help you make smart decisions and get the most value for your investment.
Low budget ($500 to $2,500 per month)
At this budget level, your SEO strategy will focus on foundational tasks that improve visibility without stretching your resources. The work will mainly involve basic on-page SEO, including optimizing title tags, meta descriptions, and internal links. If you’re targeting a local audience, local SEO will be the priority. However, content creation will likely be minimal or excluded. This plan is a good fit for businesses that are just starting with SEO and want to lay the groundwork for long-term growth.
Services typically included:
Basic on-page SEO (titles, metas, internal linking)
Focused local SEO support
Entry-level keyword research
Little to no content creation
Mid-range budget ($2,500 to $5,000 per month)
With this budget, your SEO plan will be more well-rounded and aligned with current best practices. You’ll benefit from regular content creation that helps attract and engage your audience while improving keyword rankings. Ongoing link building will strengthen your domain authority, and technical SEO updates will ensure your site performs well across search engines.
This pricing tier is ideal for businesses aiming to scale their SEO efforts and achieve steady, long-term growth.
Services typically included:
Full-scale SEO strategy and implementation
Regular content production (blogs, landing pages, etc.)
Ongoing link building and outreach
Technical SEO enhancements (site speed, crawlability, indexing)
High-end SEO ($5,000 to $10,000+ per month)
A higher SEO budget supports enterprise-level strategies designed for maximum visibility and impact. At this level, your business benefits from comprehensive content marketing, custom outreach campaigns, and high-authority link building to strengthen your domain and outrank competitors. You’ll also gain access to advanced data analysis and reporting, allowing for precise tracking and continuous optimization.
This pricing tier is ideal for businesses in highly competitive industries or those aiming to lead their market and achieve sustained, long-term growth.
Services typically included:
Enterprise-level SEO strategy
Full-scale content marketing and editorial planning
Custom link-building with high-authority sites
In-depth performance analysis and campaign optimization
How to choose the right budget, provider, and SEO services pricing
Successful SEO isn’t about choosing the lowest price or the biggest agency. It’s about finding an SEO partner who understands how your business works and can support your goals effectively. To make the right choice, focus on three key factors: your budget, how involved you want to be, and the specific SEO support your business needs.
Set a realistic SEO budget
While it’s often suggested to spend 5% to 10% of your marketing budget on SEO, that rule mainly applies to companies spending either nothing or over $20,000 per month. If your budget falls in between, SEO often deserves a higher percentage because it’s one of the most cost-effective ways to drive long-term traffic and leads.
Here’s a more realistic approach to allocating your SEO budget based on your total monthly marketing spend:
Under $5,000: Invest $500 to $1,500 per month (20% to 30%) to establish a solid SEO foundation.
$5,000 to $20,000: Allocate $1,000 to $4,000 per month (10% to 20%) for consistent growth.
Over $20,000: Spending around 10% is usually enough to scale and support ongoing campaigns.
No formal budget: Reallocate some ad spend, or invest your time into learning and implementing SEO basics.
Regardless of your budget, it’s important to review your SEO return on investment every quarter. Monitor changes in traffic, leads, sales, and conversions to ensure your spending is aligned with real performance and business growth.
Aligning Expectations for a Successful SEO Partnership
Ask yourself: How much do I want to delegate, and how often do I want to review progress? Your answer will help you choose the best SEO business model for you.
Think about how much you want to be involved in the SEO process:
- Hands-on control and clear oversight: choose freelancers or in-house hires.
- Strategic partner who collaborates but doesn’t require micromanaging: work with a consultant or boutique agency.
- Completely hands-off: find a full-service agency that meets your needs.
A large agency will set the strategy, chart the course, and take everything off your hands. Meanwhile, a smaller agency or consultant will likely collaborate with you on your goals and plan. For total control over what is done and how it’s completed, a freelancer or in-house hire is best: you guide the strategy, and they will carry it out.
Pick the right pricing model for your business needs
Not every business needs a large-scale SEO solution. If your needs are basic, working with a freelancer on an hourly basis or hiring an agency or consultant on a modest monthly retainer may be enough. For broader campaigns that include content, technical SEO, link building, and analytics, you will likely need a longer-term approach supported by a team with cross-functional expertise.
To help you choose the right pricing model, consider how you prefer to work:
Retainers are a good fit if you want consistency, reliable support, and steady long-term growth.
Project-based pricing is best for short-term or clearly defined goals like a one-time audit or strategy setup.
Hourly pricing gives you more flexibility and control, although it often requires closer oversight.
Performance-based pricing can sound attractive, but it may encourage risky shortcuts that hurt your long-term SEO and damage your domain’s trust.
Ready to see what the right SEO strategy can do for your business? Explore our SEO solutions and find a plan that aligns with your goals.
Use case examples for how to set your budget based on your business
To help you align your SEO investment with your business stage, here are some real-world examples of how different models, pricing, and providers typically match up:
New Startups
Startups can hire a freelancer on an hourly or project basis for under $1,000 per month. It’s best to focus on specific tasks like keyword research or technical audits. A smaller budget means efforts should be highly focused and strategic.Local Small Businesses
Local businesses beginning SEO efforts benefit most from hiring a local SEO expert on a monthly retainer between $500 and $2,000. Retainers support consistent progress, while working with a consultant allows for flexibility without the overhead of an agency.E-commerce Brands with Growth Goals
Online stores aiming for fast growth should partner with an experienced SEO agency. A monthly retainer between $3,000 and $10,000 can cover services like on-page optimization, conversion rate improvements, and product page enhancements for large sites.Mid-Size B2B Companies
Companies looking to improve internal blog content can work with a boutique agency or consultant, budgeting $2,500 to $5,000 per month. Use a project-based or hybrid pricing model. Start with a one-time content and technical audit, followed by a retainer for ongoing SEO and content strategy.Enterprises With In-House Teams
Large businesses with internal SEO teams may need specialized support. Hiring a consultant for targeted projects or hourly work in the $5,000 to $20,000 range can provide advanced expertise, such as schema implementation or international SEO, without committing to a full-service agency.SaaS Companies Focused on Lead Generation
SaaS brands scaling their content strategy should partner with a boutique SEO agency on a monthly retainer between $3,000 and $8,000. This ensures consistent performance tracking, lead-focused content planning, and closer communication for better alignment.
The ROI of SEO: Is it worth the investment?
Yes, SEO is a smart long-term investment for most businesses. While it requires time and consistency, the returns can be substantial. Unlike paid ads, which stop generating traffic the moment you pause spending, SEO continues to drive results for months—or even years—after the initial work is done.
Neglecting SEO can hurt your brand visibility, credibility, and online reach. If customers can’t find your business through search, they’ll likely turn to your competitors. You may end up relying more on paid advertising to make up for low organic traffic, which increases your marketing costs. By investing in SEO and working with experienced professionals, you can reduce long-term ad spend and build a steady stream of qualified visitors to your site.
Real-World SEO Pricing Case Study: Scaling a SaaS Startup
Client Overview
A B2B SaaS company in the project management space with fewer than 20 employees and approximately $3 million in annual revenue.
The Challenge
Although the company had a technically well-built website, it faced stagnant organic traffic and weak keyword visibility. The blog lacked topical authority, and the site had significantly fewer backlinks compared to key competitors.
SEO Strategy & Budget
The company partnered with a boutique SEO agency on a $4,500/month retainer over six months. The strategy focused on both content development and technical improvements, including:
Weekly SEO content (2–3 blog posts/week aligned with E-E-A-T and topical authority)
Content strategy reports and keyword gap analysis
On-page SEO recommendations by URL
Internal linking audit to improve content discovery and hierarchy
High-authority backlink outreach (5–7 links/month)
Technical SEO fixes using Semrush and Screaming Frog
Results After 6 Months
Organic traffic increased by 312%, growing from 6,200 to 25,700 monthly sessions (Google Analytics 4)
Top 10 keyword rankings increased from 34 to 157 keywords (Semrush)
Lead generation from organic search improved by 220% (HubSpot)
Break-even point on SEO investment was reached in approximately 5 months
Closing Thoughts
SEO remains one of the most effective long-term strategies for driving organic traffic, improving visibility, and building brand authority. But to get real results, your investment needs to match your business goals, resources, and growth stage. Whether you’re just starting or scaling an enterprise SEO strategy, understanding the cost models and what to expect will help you make informed, sustainable decisions.
Curious how a strategic SEO plan could work for your business? Get in touch — we’re helping companies like yours turn search into a scalable growth engine.
FAQs About the Cost of Search Engine Optimization
1. How much should small businesses budget for SEO?
Most small businesses spend $500 to $2,000 per month, depending on their goals, competition, and required services. Larger businesses may spend $10,000 or more for full-service SEO.
2. What’s the best SEO pricing model?
It depends on your needs.
Retainers work best for ongoing support.
Project-based pricing suits one-time tasks.
Hourly rates offer flexibility for smaller jobs.
3. What are warning signs of cheap SEO companies?
Watch out for:
Guaranteed rankings
Very low prices
Lack of transparent reporting
These often signal risky or outdated practices that can harm your site long term.
4. How long does it take to see results from SEO?
Most websites start seeing measurable results in 3 to 6 months, depending on the competition, site quality, and SEO strategy.
5. Is SEO a one-time investment?
No. SEO is an ongoing process that requires continuous content updates, technical improvements, and link building to maintain and improve rankings.
