SEO pricing is confusing, and quotes for similar work can vary a lot. Here's what published data says businesses pay, how the pricing models work, and how to tell whether a quote is fair.
The short answer
SEO pricing varies widely. In Ahrefs' 2024 survey of 439 SEO providers, the most common monthly retainer was $501–$1,000, while average retainers were about $1,349 for freelancers and about $3,200 for agencies and consultancies. The right price depends on how competitive your market is, how much work your site needs, and who does the work.
LG
Written by Latisha Gray, founder of Growth Rankers. Former Head of SEO at State Affairs, with SEO roles at CNN and Vox Media. Last updated
What the pricing data says
Monthly retainers: most common range $501–$1,000. Averages: freelancers about $1,349, agencies about $3,209, consultancies about $3,250.
Hourly rates: most common range $75–$100 (24% of respondents). Averages: freelancers about $72, agencies about $99, consultancies about $171.
One-time projects: most common range $2,501–$5,000. Averages: freelancers about $2,349, consultancies about $8,686, agencies about $9,508.
Source: Ahrefs survey of 439 SEO providers, updated August 2024. Averages are pulled up by high-end providers, so "most common" ranges are often more useful for small businesses. Prices vary by country; these figures include providers worldwide.
The 5 ways SEO is priced
Model
How it works
Best for
Watch out for
Monthly retainer
Fixed monthly fee for ongoing work
Steady, long-term growth
Vague deliverables; long contracts
Project
Fixed price for a defined job (audit, migration, site launch)
Specific needs with a clear end
Scope creep; no follow-through
Hourly
Pay for time used
Advice, reviews, training
Hard to budget for ongoing work
Fractional
A senior SEO lead part-time, as part of your team
Teams that can execute but need leadership
Needs internal capacity to do the work
Performance-based
Pay tied to rankings or traffic
Rarely the best choice
Rewards easy keywords, not leads; can encourage risky tactics
What drives the price
Competition. Ranking a law firm in a big city takes more work than ranking a niche local service in a small town.
Your starting point. A site with technical problems, thin content or no reviews needs more work up front.
Scope. Local, national and AI search visibility are different amounts of work. So is producing content versus advising on it.
Who does the work. Freelancers, agencies and senior consultants charge differently, and experience matters.
Number of locations or markets. Each location or region adds listings, pages and tracking.
What you should get for your money
Whatever you pay, you should be able to answer these questions at any time:
What was done this month? Specific work, not "optimizations."
Why those things? A strategy tied to your goals, in priority order.
Is it working? Reporting on leads and calls from search, not only rankings or traffic.
Do I own everything? Your domain, website, Google Business Profile, Google Analytics and Search Console should be in your name, with the provider given access, not ownership.
Ownership check: before you sign, confirm in writing that you own every account and asset. If you leave, you should keep your site, your data and your listings.
Red flags in an SEO quote
Guaranteed rankings. Google's guidance on hiring an SEO warns that no one can guarantee a #1 ranking.
Secret methods. A good provider explains what they're doing and why.
Unsolicited "page one" emails. Google specifically cautions against these.
Long contracts with auto-renewal and long cancellation notice periods.
Reports with no leads. If reporting only shows rankings for keywords nobody searches, ask why.
How Growth Rankers prices SEO
We don't sell fixed packages, because two businesses rarely need the same work. Every engagement starts with a free SEO & AI audit, then you get a fixed proposal before any work begins. Options include a one-time audit and roadmap, ongoing monthly consulting, and fractional SEO leadership. There are no long lock-in contracts, and you own all of your accounts and data.
An SEO retainer is a monthly fee for ongoing SEO work, such as strategy, content, technical fixes and reporting. In Ahrefs' 2024 survey of 439 SEO providers, monthly retainers were the most common pricing model, and the most popular range was $501–$1,000 per month.
How much does local SEO cost?
Local SEO often costs less than national SEO because the competition is limited to your area, but price still depends on how competitive your market is, how many locations you have, and how much content and review work is needed. Ask for a scoped proposal rather than relying on a one-size package.
Is cheap SEO worth it?
Sometimes, but be careful. Very low-cost packages often rely on automated reports or generic work. Ask exactly what is done each month, who does it, and how results are measured. A lower price for clearly defined, useful work can be fine; a low price for vague activity usually isn't.
Should I pay for SEO by the hour?
Hourly pricing works well for advice, reviews, training or a defined fix. In the Ahrefs survey, the most common hourly rate was $75–$100. For ongoing growth, a monthly retainer or fractional arrangement is usually easier to plan and measure.
Can I do SEO myself?
Yes, especially the basics. Google publishes a free SEO Starter Guide, and Google Search Console is free. Many businesses do the fundamentals themselves and bring in an expert for strategy, technical issues or when growth stalls.
How long before SEO pays off?
It varies by competition and starting point. Fixes to technical issues or local listings can show impact in weeks; content and authority usually take several months. Be skeptical of anyone who promises specific results by a specific date.
Get a scoped, fixed proposal instead of a guess.
Start with a free SEO & AI audit. You'll see what your site actually needs, and if you want help, you'll get a fixed proposal before any work begins.