How Much Does SEO Really Cost?

Ashley Bryan

Published On Sep 10,2025

SEO costs can be a mystery for many small business owners in Australia. At WebsiteStrategies, we often field questions about the true price of effective search engine optimisation.

This post breaks down the factors that influence SEO pricing, common cost models, and typical expenses you might encounter. We’ll help you understand what to expect when investing in SEO for your business.

What Drives SEO Costs?

SEO pricing isn’t a one-size-fits-all affair; several key factors influence how much you’ll need to invest in your SEO strategy. Let’s break down the main drivers of SEO costs for Australian small businesses.

Industry Competition

Your industry’s competitiveness plays a massive role in SEO costs. If you’re a local plumber in a small town, you’ll likely spend less than an e-commerce store selling nationwide. Why? Less competition means easier rankings.

Website Health

Your current website’s condition is another crucial factor. If your site has technical issues (slow loading times, poor mobile optimisation), you’ll need more work (and budget) to fix these problems before seeing results.

Google reports that 53% of visits are abandoned if a mobile site takes longer than 3 seconds to load. Fixing these technical issues is often the first step in any SEO campaign, and the costs can vary widely based on your site’s current state.

Timeline Expectations

How quickly do you want results? SEO is a long-term game, but if you’re in a hurry, you’ll need to invest more upfront. Significant improvements can occur in 3-6 months with a solid strategy and budget. However, those wanting faster results often need to allocate more resources to content creation and link building.

Scope of Services

The range of SEO services you need will significantly impact costs. Basic on-page optimisation might cost less initially, but a comprehensive strategy (including content marketing, technical SEO, and link building) will require a larger budget.

Geographic Targeting

Are you targeting local customers or aiming for a national audience? Local SEO often requires less investment than national or international campaigns. For instance, optimising for “Brisbane plumber” is typically less competitive (and thus less expensive) than ranking for “best plumber in Australia”.

Now that we’ve covered the factors that influence SEO costs, let’s explore the common pricing models you’ll encounter when shopping for SEO services.

How Do SEO Agencies Price Their Services?

SEO pricing models can perplex small business owners in Australia. Let’s examine the most common approaches you’ll encounter when shopping for SEO services.

Monthly Retainer Packages

Monthly retainers dominate the SEO industry. These packages typically cost between $2,000 and $10,000 per month for comprehensive SEO campaigns. The exact price varies based on the work scope and your industry’s competitiveness.

A retainer essentially hires an SEO team on an ongoing basis. This model suits businesses that need consistent, long-term SEO efforts. It allows for a comprehensive approach, covering technical optimisations, content creation, and link building.

Project-Based Pricing

Businesses with specific, one-time SEO needs might prefer project-based pricing. This could include website audits, keyword research, or initial on-page optimisations.

Project-based pricing offers a clear work scope and a fixed cost. It’s ideal if you have a defined SEO goal or want to test the waters before committing to a long-term strategy.

Hourly Consulting Rates

Some SEO professionals (particularly independent consultants) charge by the hour. This model works best for businesses that need occasional expert advice or have in-house teams that require periodic guidance.

While hourly rates might seem more cost-effective, they can quickly add up for complex projects. They’re most suitable for small, specific tasks or strategic consultations.

Performance-Based Pricing

Some agencies offer performance-based pricing models. These structures tie the agency’s compensation to specific metrics. Performance-Based SEO is a results-driven model where you only pay when predefined SEO goals like rankings or traffic are achieved.

Customised Pricing Plans

Many reputable SEO agencies offer customised pricing plans. These plans combine elements from different pricing models to create a tailored solution that aligns with your business goals and budget.

The key to choosing the right pricing model lies in understanding your SEO needs, budget constraints, and long-term digital marketing goals. Let’s explore the typical expenses you might encounter when investing in SEO services.

What’s Included in SEO Costs?

SEO expenses encompass several key areas. Understanding these components helps businesses grasp the value they receive from their investment.

On-Page Optimisation

On-page optimisation forms the foundation of any SEO campaign. This process involves the adjustment of website content, meta tags, and internal linking structure. Costs for this service range from $500 to $1,500 per page (depending on site complexity and required optimisation level).

A study by Ahrefs revealed that 96.55% of pages get no organic traffic. This statistic underscores the importance of robust on-page SEO, as it often provides the quickest path to improved rankings.

Content Creation and Marketing

Quality content serves as the backbone of effective SEO. Businesses should budget between $100 and $500 per piece of content, based on the depth and research required. A comprehensive content strategy typically includes 2-4 new pieces of content each month.

HubSpot’s research indicates that if your blog isn’t at least a year old, you should aim to publish 6-8 posts a month around a few important and promising topics. While this volume might not suit all small businesses, it illustrates the power of consistent, high-quality content creation.

Link Building and Outreach

Link building often represents the most expensive and time-consuming aspect of SEO. Monthly costs range from $500 to $5,000, depending on the desired quality and quantity of links.

A Moz survey found that 94% of SEO professionals believe link building will remain a significant ranking factor for the next five years. However, quality trumps quantity in this area. A few high-quality, relevant backlinks can outweigh dozens of low-quality ones.

Technical SEO and Website Improvements

Technical SEO optimises a website’s backend to enhance performance and crawlability. This process includes improving site speed, fixing crawl errors, and implementing schema markup. Technical SEO audits and improvements can cost between $1,000 and $5,000, based on website size and complexity.

Google’s PageSpeed Insights tool provides a free initial assessment of site performance. It serves as a useful starting point before investing in more comprehensive technical SEO services.

Tracking and Reporting Tools

Measuring SEO success requires reliable tracking and reporting tools. While some tools (like Google Analytics and Google Search Console) come free of charge, more advanced options can cost $100 to $500 per month.

These tools play an essential role in understanding SEO performance and making data-driven decisions. They track key metrics such as organic traffic, keyword rankings, and conversion rates.

Final Thoughts

SEO costs vary based on factors like industry competition, website condition, and desired results. Effective SEO is a long-term investment that can yield substantial returns for your business. The key is to find the right balance between your budget and your digital marketing goals.

When choosing an SEO provider, you should look beyond price alone. Consider their experience, track record, and approach to SEO. A reputable agency will offer transparency in their methods and provide regular reports on your campaign’s progress.

Small business owners in Australia who want to navigate the complex world of SEO can benefit from partnering with a seasoned expert. WebsiteStrategies offers tailored SEO consultancy and training (helping SMEs turn their websites into powerful lead-generating assets). With over two decades of experience, we provide comprehensive audits and actionable strategies to boost your Google rankings and online authority.