SEO agencies send a proposal or quote before starting any engagement, often after a discovery call and a quick review of the client's site. Clients typically compare your price against other agencies, an in-house hire, and what they have paid in the past, so the scope and deliverables matter as much as the number.
When to use estimates: Use estimates to provide project quotes and get client approval before starting work. Once approved, convert your estimate to an invoice with one click to collect payment.
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Say how many posts, links, page optimizations, and reports are included so the client knows what the retainer buys and you are not judged on vague effort.
List measures such as organic traffic, impressions, keyword rankings, and leads, and avoid guarantees, so expectations are set around things you can influence.
SEO needs months to show results. A stated commitment period protects you from clients leaving early.
You need access to the CMS, Search Console, analytics, and developer time. Delays on the client side should not count against you.
Clarify whether software, writers, and paid link placements are included or billed at cost, so the budget does not change later.
State who signs off on content and how many revision rounds are included, so delays and extra edits do not become disputes.
Web development, paid ads, design, and PR are often assumed to be included. List what is not covered and how extra work is priced.
| Service | Priced | Typical range |
|---|---|---|
| Hourly SEO consulting | per hour | $100-250 |
| Local SEO retainer (small business) | per month | $500-1,500 |
| Standard SEO retainer (small to mid-size business) | per month | $1,500-5,000 |
| Technical SEO audit | flat fee | $1,000-5,000 |
| Keyword research and content strategy | flat fee | $750-3,000 |
| SEO blog post or landing page copy | per piece | $150-500 |
| Link building or digital PR placement | per link | $250-800 |
| Site migration support | flat fee | $2,000-8,000 |
Typical US ranges. Rates vary by region, experience, and job size.
Charging for a technical audit and keyword research before quoting a retainer gives you real data to price from and filters out clients who only want free advice. Many agencies credit part of the audit fee to the first month of a retainer.
Presenting three levels, for example a local plan, a growth plan, and an aggressive plan with more content and links, lets the client pick by budget and avoids a simple yes or no on one price.
The number of pages, the size of the site, how competitive the keywords are, and how much content is needed drive your hours. Use these to build the price rather than copying a competitor's rate card.
Quotes should expire in 14 to 30 days. Competitive landscapes, your capacity, and tool costs change, and a date prompts a decision.
A short review of obvious issues is fine to show you know the site. A full audit takes real hours, so most agencies charge for it, or credit the fee toward the first months of a retainer.
Yes, if you define the monthly deliverables and hours. Start with an audit or a short discovery period so your scope is based on what the site actually needs.
Compare deliverables, not price. Lower quotes often include fewer pieces of content, no technical work, or low-quality links. Show clearly what is included in yours, and be willing to offer a reduced scope instead of a lower rate for the same work.
An estimate is a good faith projection and a quote or accepted proposal is a firm price for a defined scope. Label your document clearly, and use a signed agreement for anything you expect the client to be held to.
Use the SEO Agency invoice template to bill the client, or convert this estimate once it's approved.
SEO Agency invoice template