How Much Should You Charge for SEO Services?
Ashley BryanPublished On Aug 28,2025
At WebsiteStrategies, we often hear small business owners ask, “How much should I charge for SEO services?”
It’s a complex question with no one-size-fits-all answer. The right SEO charge depends on various factors, including project scope, competition, and your expertise.
In this post, we’ll break down the key elements that influence SEO pricing and help you determine the best rates for your services.
What Drives SEO Pricing?
SEO pricing varies widely based on several key factors. Let’s explore the main elements that influence the cost of SEO services in the Australian market.
Project Scope and Complexity
The extent and intricacy of SEO work required significantly impact pricing. A small local business that needs basic on-page optimisation will likely pay less than a national e-commerce site that requires extensive technical SEO, content creation, and link building. The average cost of SEO is $82.88 per hour, with the expected cost to hire a full-service SEO company ranging between $100 and $149 per hour.
Website Size and Current SEO Status
Larger websites with hundreds or thousands of pages typically demand more work and higher prices. If a site has existing SEO issues or penalties, resolving these problems can add to the cost. Websites with over 500 pages often require 30-40% more investment in SEO services compared to smaller sites.
Industry Competitiveness
Some industries face fiercer competition in search results. Real estate and finance sectors in Australia often experience intense rivalry, which drives up SEO costs. SEO tools assist Australian businesses in developing a solid SEO strategy by identifying high-value keywords and understanding market trends.
Geographic Targeting
Local SEO campaigns generally cost less than national or international efforts. For instance, targeting “plumbers in Brisbane” typically costs less than ranking for “best plumbers in Australia”. National campaigns can cost 2-3 times more than local ones due to the broader scope and increased competition.
Agency Expertise and Reputation
Established agencies with a proven track record often charge premium rates. This higher cost often translates to better results and ROI. Australian businesses are boosting ROI with evolved digital marketing strategies, as revealed in key insights into Australia’s SEO trends for 2025.
Understanding these factors helps both SEO providers and clients set realistic expectations for the investment required to achieve desired results in the competitive Australian digital landscape. Now, let’s examine the common pricing models used in the SEO industry.
SEO Pricing Models Explained
At WebsiteStrategies, we understand that selecting the right pricing model for SEO services is essential for both service providers and clients. Let’s explore the most common SEO pricing models used in Australia and their implications for small business owners.
Hourly Rates
SEO professionals in Australia typically charge between $100 and $180 per hour. This model suits smaller, one-off tasks or consultations. It offers flexibility but can lead to unpredictable total costs for clients. SEO providers benefit from fair compensation for their time, but this model might not accurately reflect the value they deliver.
Monthly Retainers
Monthly retainer packages dominate the Australian SEO industry. Small to medium-sized businesses usually pay between $2,000 and $10,000 per month for these services. Retainers provide clients with a predictable monthly cost and ongoing SEO support. For SEO agencies, this model ensures a stable income stream and allows for the implementation of long-term strategies.
Project-Based Pricing
Specific SEO projects (such as website audits or content creation) often use project-based pricing. In Australia, a comprehensive SEO audit costs between $2,000 and $5,000, depending on the website’s size and complexity. This model gives clients a clear understanding of costs upfront but might not address ongoing SEO needs.
Performance-Based Pricing
This model, where payment links to specific results like ranking improvements or traffic increases, is less common in Australia due to SEO’s unpredictable nature. Some agencies offer hybrid models that combine a base retainer with performance bonuses.
Tiered Pricing Structures
Tiered pricing structures have gained popularity, allowing clients to choose from different service levels. For example, a basic package focussing on on-page SEO might cost $1,000 per month, while a premium package (including link building and content creation) could cost $3,000 or more.
When you choose a pricing model, consider your business goals, budget, and the level of SEO support you need. Quality SEO services require significant time and expertise, which should reflect in the pricing (the cheapest option isn’t always the best value).
Now that we’ve covered the various pricing models, let’s move on to how you can determine the right rates for your SEO services.
Setting Your SEO Rates
At WebsiteStrategies, we understand the importance of setting the right price for your SEO services. This chapter will guide you through practical steps to establish competitive and profitable rates in the Australian market.
Analyse Your Competition
Start your pricing strategy by researching what other SEO providers in your area charge. According to a recent guide, the average cost of SEO in Australia can range from $1,200 per month to $10,000+ per month based on the client’s business needs. Use this information to understand the market and position your services effectively.
Calculate Your Costs and Profit Margin
Determine your operational costs, including software subscriptions, staff wages, and overhead expenses. Add your desired profit margin to these costs. Profit margins are the percentage of revenue profit left after subtracting all your business expenses. It is the difference between what clients pay you and what you spend to deliver your services.
Assess Your Unique Value Proposition
Consider what sets you apart from other SEO providers. Do you have specialised industry knowledge? Can you offer faster turnaround times? These factors can justify higher rates. For instance, if you have extensive experience in e-commerce SEO, you might charge more than generalist SEO providers.
Cheap SEO services can hurt your company’s revenue and reputation. It’s important to price your services to reflect the value you provide.
Factor in Your Experience Level
Your experience significantly impacts your pricing. As a general guideline:
- Entry-level SEO specialists: $50-$75 per hour
- Mid-level SEO specialists (2-5 years experience): $75-$120 per hour
- Senior SEO specialists (5+ years experience): $120-$200+ per hour
Adjust Based on Market Demand
Monitor the demand for SEO services in your target market. If you’re consistently booked out, it might be time to raise your rates. Conversely, if you struggle to find clients, you might need to reassess your pricing or improve your service offerings.
Pricing isn’t set in stone. Review and adjust your rates regularly based on your growing expertise, market changes, and client feedback. These steps will equip you to set competitive and profitable SEO rates that reflect the value you provide to Australian businesses.
Final Thoughts
Setting the right SEO charge requires careful consideration of multiple factors. Project scope, website complexity, industry competitiveness, and geographic targeting all influence appropriate pricing. Various pricing models (hourly rates, monthly retainers, project-based pricing) offer flexibility to cater to different client needs and business structures.
Transparency and clear communication with clients build trust when discussing SEO pricing. We explain the factors that influence our rates and the value we provide to set realistic expectations. This approach helps clients understand the investment required for effective SEO and the potential returns they can expect.
Quality SEO services demand significant time, expertise, and resources, which should reflect in the pricing. Small business owners seeking expert guidance can benefit from WebsiteStrategies’ comprehensive SEO consultancy. With over two decades of experience helping Australian and New Zealand SMEs improve their online presence, we provide tailored solutions to boost Google rankings and drive sustainable online growth.