Aside from “how long does SEO take?”, another question we get asked a lot as an SEO agency is, “how much does SEO cost?” UK companies are quite right to pose both of these questions. But unfortunately, neither has a definitive answer, purely because there are so many variables involved.
In terms of how much does SEO cost, there is certainly no prescribed price list. But it is natural that any UK business will want to know what they can expect to pay for it, and what they’ll get back for their investment. Especially if they are new to SEO.
It’s important to be aware that there are various ways in which SEO agencies charge for their services, and what they do for their fees.
It’s also essential to know that SEO is a long term investment. Most SEO experts say that it will take at least six months to show an increase in website traffic once a campaign begins, and that full results – such as boosted sales – could take 12-24 months. As a London SEO agency we tend to agree with these figures, although as we’ve said, there are so many variables which can influence time to success.
This means that as a business, you will need to be prepared to invest ongoing for the long term, as opposed to plunging funds into a paid search ads campaign on a one-off or from time-to-time basis.
Optimising a website for SEO takes time. Which of course makes it doubly important to have some sort of idea of how much does SEO cost for the small business in the UK.
So, let’s take a look at the different pricing structures you will typically come across when buying into SEO services. We’ll also list some average UK SEO costs, and what you could expect to get for your available budget.
How do UK SEO agencies charge for their services?
Generally, there are three different pricing structures that you may encounter when buying SEO services, each with their own pros and cons.
Hourly rate
You may be charged per hour for SEO services, based on the time spent on your campaign. You will rarely find this pricing method used by SEO agencies or digital marketing agencies, however. It’s more the style of an SEO freelancer or independent marketing consultant.
The downside of this pricing structure is that it won’t always be clear as to how much work you will get for the time in which you invest. And how much someone can do within an hour will vary depending on their expertise and experience.
If you are opting for SEO services based on an hourly rate, you should seek clarity on precisely what you will be getting ‘per hour’, and try to agree a capped number of hours per month so that you are clear on what you will be paying for budgeting purposes.
Project rate
Sometimes you may be given a set price for an entire SEO campaign. If this is the case, you should be provided with a clear picture of what you will get for the quoted rate.
The full extent of the project should be discussed, as should the scope of services included. There must also be clarity around your expected outcomes and goals, and how those goals will be measured. And of course, an agreement on what happens if your expectations are not fulfilled.
Paying for an entire campaign or project upfront is not usually advisable. As well as posing more of a risk, there is also the possibility of loss of incentive on the part of the service provider. Payment in instalments when agreed goals are met is normally the best way of handling project rate SEO campaigns.
Monthly retainer
Most SEO agencies and digital marketing companies will provide services on a fixed monthly rate.
For that fixed rate, you will retain the services of the agency, which in turn will work towards your agreed SEO goals on an ongoing basis. KPIs will usually be set and measured on a monthly or quarterly basis, so that you can check progress and SEO return on investment.
You will usually be offered a choice of SEO plans to suit your budget, each with increasing input, such as support time, content creation, link building and more. Do think carefully about which plan will best suit your goals, rather than simply going for the cheapest.
If you operate in a highly competitive industry, are targeting keywords with high difficulty, or you want to see success sooner rather than later, then you may need to look at one of the higher priced plans. Although it’s vital to check exactly what you will be getting within that plan, and make your comparisons between comparable agencies.
Also look at cancellation policies. If things aren’t working out as you expected, you’ll want to know that you can opt out of the agreement without excessive notice. Of course, notice must be fair on all sides, and again, it’s crucial to bear in mind that SEO is a slow burn investment that needs good time to work.
How much does SEO cost, and what do you get?
SEO can be hugely valuable to a business. But in most cases, you get what you pay for. With this in mind, SEO services can be roughly divided into DIY, low cost, mid-range and high end.
DIY SEO (free) – this is usually adopted by sole traders with a limited marketing budget. But there is a lot to learn about SEO if you are going to get the most out of it, and it can consume large volumes of time, which many sole traders simply don’t have. And if you make mistakes and don’t adhere to search engine best practice, then you could risk penalties, which may see your website drop or disappear from the search results.
Low cost SEO (up to £1,000 per month) – expect to be given an overall strategy, and basic onsite SEO suggestions and support. You’ll probably be provided with keyword research, a content plan and some guidance, but will be left to write and post your own material. You will usually be given a regular report, but it will likely be fairly basic.
Mid-range SEO (£1,000 – £5,000 per month) – will usually include, on an upward scale in line with your plan price, onsite and offsite SEO, link building, technical SEO and website audits, content planning, creation and posting, daily support and detailed reporting.
High end SEO (£5,000+ per month) – best suited to businesses operating in a competitive niche and have high expectations in terms of website traffic and brand awareness.
Remember – price isn’t everything!
It’s so important to take on the attitude that price isn’t everything. Value is by far more important.
What you pay, versus what you get for your money, is the key consideration when looking at how much does SEO cost. UK businesses should also be cautious of ‘unbeatable offers’ and SEO packages that appear to offer everything for very little money.
We’ve all heard the saying, “If it sounds too good to be true, then it usually is.” Well nothing truer has ever been said in the world of SEO.
SEO that returns long term results – results that are directly aligned with your goals and business growth plans – takes a lot of time and calls for a variety of expertise. You are unlikely to find that variety of expertise in a freelancer or independent consultant. Neither are you likely to find it at the lower end of the price scale.
Generally, low cost SEO will involve cutting corners in order to save time. This could turn out to be a false economy, with a lack of results, a poor return on investment, and even potential damage to your website and brand image.
This is why it is so important to do your due diligence when choosing who to spend your SEO budget with. Thoroughly checking the credentials of your shortlisted specialists is vital if you are going to choose the right SEO agency for your business.
Look at reviews. Read case studies. Check for awards. Ask for recommendations. And most of all, examine results. Because what they’ve actually been able to achieve is what counts for everything.
What should you spend on SEO?
This guide to how much SEO costs in the UK should have provided you a clearer picture on how SEO campaign pricing works, and what you might expect for your investment.
Your next step is to think about what you should spend on SEO.
This will vary depending on:
- Objectives – what you are looking to achieve from your SEO campaign
- Time – how quickly you would like to see results
- Starting point – the history, authority and quality of your website
- Competition – some industries will be more of a challenge to conquer in search
- Resources – whether you have in-house team members who can contribute
And of course, how much you have to spend.
If you want to see results faster, you’re going to need to invest more, at least at the beginning of your SEO campaign.
The status of your website will also determine how much you will need to spend on SEO. If it’s a brand new domain then it could take time to build up authority, and will need more resources ploughed into it. If the site is lacking a positive user experience, or has previously been penalised due to ‘black hat’ SEO tactics or impacted by an algorithm update, then it could take more financial input to get it to a stronger starting point.
SEO will usually happen faster and require less investment in low competition sectors with target keywords that are easier to rank for. Some target keywords can take years to rank, whereas others in a defined niche or specific to a smaller geographical area could potentially be conquered more easily.
As well as this, if you are up against strong competition from other businesses that are better established and in a position to invest large sums, then you may need to up your budget to overtake them.
And if you have members of staff on your team who can help with content writing and posting, then you possibly won’t need to spend as much on your SEO, having that vital component of the campaign covered.
How much does SEO cost the small business in the UK?
Being aware of how much SEO costs is important as it allows you to ascertain the value of the services you’re investing in. But price isn’t everything.
Always consider what you will get for your investment, as well as the expertise and track record of the SEO specialist that’s providing the services. Value for money is as important a consideration as overall price. You get what you pay for!
Looking for an SEO partner that knows how to achieve your ultimate business goals whilst delivering exceptional value for money?
Figment is an award-winning London SEO agency with a proven track record of success in achieving results for our clients.
If you are keen to enhance your online visibility, enhance brand recognition, boost your sales and expand your client base, we’d be delighted to speak to you. Please get in touch to discuss how we can transform your business with the power of SEO.
