If you've ever tried to find out how much SEO costs, you've probably noticed something frustrating: no one seems willing to give you a straight answer. Every agency website tells you to "get in touch for a quote" or talks about "bespoke solutions tailored to your needs."
Here's the truth: there's a reason why SEO pricing is confusing. It's not because agencies are trying to be difficult. It's because SEO costs genuinely vary depending on a huge number of factors. What works for a local plumber in Truro will be completely different from what a national e-commerce business needs.
That said, the confusion around SEO pricing has created an environment where some agencies take advantage of businesses who don't know what they should be paying. So let's break down what actually affects SEO costs, what you should expect to pay, and how to spot the red flags.
What Affects SEO Cost?
Website Size and Complexity
A simple five-page website for a local tradesman requires far less work than a 500-page e-commerce site. More pages means more to optimise, more content to create, more technical issues to fix, and more ongoing maintenance. This directly impacts how much time is needed, and therefore cost.
Competition Level
If you're trying to rank for "plumber Penzance," you're competing against a handful of local businesses. If you're trying to rank for "business insurance," you're competing against massive companies with huge marketing budgets. The more competitive your keywords, the more work it takes to rank, and the more it costs.
Current State of Your Website
If your website is relatively new and has major technical problems, there's a lot of foundation work needed before you can even think about ranking. If you have an established site with good technical health, you can focus more on content and links. Starting from scratch always costs more than improving something that's already decent.
Your Industry and Location
Some industries are naturally more competitive than others. Financial services, legal, and healthcare tend to be expensive because the competition is fierce and the value of rankings is high. Location matters too - ranking in London is typically more competitive and expensive than ranking in smaller towns.
Your Goals and Timeline
If you need results quickly, that requires more intensive work and therefore costs more. If you're happy with steady, sustainable growth over 12-18 months, that's typically more cost-effective. Similarly, if you want to dominate your entire industry, that costs more than ranking for a specific set of targeted keywords.
Types of SEO Services
One-Off SEO Audit
This is where someone analyses your website and gives you a detailed report of what needs fixing. It's like a health check for your site. This is typically the most affordable option because it's a one-time piece of work, but it doesn't include actually implementing any changes. You get the roadmap, but you need to follow it yourself or hire someone to do it.
Monthly SEO Retainer
This is the most common arrangement. You pay a monthly fee and the agency does ongoing SEO work: fixing technical issues, creating content, building links, monitoring performance, and adjusting strategy based on results. The advantage is consistent, long-term improvement. The downside is the ongoing cost, though SEO does require ongoing work to maintain and improve rankings.
Project-Based SEO
Sometimes it makes sense to approach SEO as a specific project: "Rebuild the website with proper SEO foundations" or "Create 20 high-quality service pages targeting our core keywords." This gives you a defined scope and fixed cost, but doesn't include the ongoing work that SEO typically needs.
Why We Don't Publish Prices
You'll notice we haven't given you specific numbers yet. That's because every business really is different. Costs vary significantly based on your needs, and providing a broad range isn't actually helpful for understanding what you should budget.
A local business in Cornwall with a simple website and limited competition will require a very different investment than a national business in a competitive industry. Both get value for money - they're just operating at different scales with different requirements.
Publishing prices would either mean we overcharge small businesses (because we quote for the complex scenarios) or undercharge larger businesses (because we quote for simple scenarios). Neither is fair or honest.
Red Flags to Watch For
Guaranteed Rankings
No one can guarantee specific rankings. Google's algorithm is complex and constantly changing. If an agency guarantees you'll rank number one for competitive keywords, they're either lying or planning to use dodgy tactics that will get you penalized.
Suspiciously Cheap Packages
If someone offers comprehensive SEO for £99 per month, the work either isn't being done properly, or isn't being done at all. Good SEO requires time from skilled people. That costs money. Cheap packages usually mean automated tools, template content, and no real strategy.
Pay for Performance Only
"You only pay if we get results" sounds great, but it's usually a red flag. These arrangements typically focus on easy, low-value keywords that won't actually help your business. Or they use risky tactics to get quick results that won't last. Legitimate SEO work has value even if results take time.
Lack of Transparency
If an agency won't tell you what work they're actually doing, or explains everything in jargon you can't understand, that's a problem. You should know what you're paying for and be able to see the work being done.
What Good SEO Actually Costs
Here's a reality check: good SEO work takes time from skilled people. A proper SEO specialist or agency needs to understand technical SEO, content strategy, link building, analytics, and your specific industry. That expertise has value.
The investment required depends on several factors including your industry competitiveness, website size, and business goals. Pricing depends on several factors, and we provide transparent quotes tailored to your situation. Remember you're not just paying for rankings - you're investing in a channel that can bring consistent, high-quality leads for years.
One-off audits, monthly retainers, and project-based work all vary depending on scope and complexity. The key is understanding what's included in any proposal and ensuring the investment aligns with the value you'll receive.
How to Evaluate SEO Proposals
When you're comparing quotes from different agencies, don't just look at the price. Ask what's actually included. How many hours of work? What specific tasks? How often will you get reports? Who will you be working with?
Two similarly-priced packages can offer vastly different value. One might include extensive work from an experienced SEO specialist, while another might offer minimal hours from a junior person using automated tools. The price might be the same, but the value is completely different.
Ask about their process. How do they approach SEO? What does the first month look like? How do they measure success? Do they focus on rankings, or on business outcomes like leads and revenue? How do they communicate and report progress?
The Bottom Line
SEO costs vary because businesses vary. What you should pay depends on your website, your competition, your industry, and your goals. Anyone who gives you a price without understanding your situation is either guessing or offering a one-size-fits-all solution that probably won't fit.
The real question isn't "how much does SEO cost?" It's "what will I get for my investment?" Good SEO should generate more value than it costs. If your investment brings in significantly more business than what you're spending, that's a good investment. If you're spending money and getting nothing, it's too expensive regardless of the amount.
Focus on finding an agency that's transparent about what they do, realistic about timelines, and focused on your business outcomes rather than just rankings. Then the cost becomes an investment rather than an expense. If you'd like to discuss our SEO services and get a transparent quote for your specific situation, get in touch.