Google’s first position captures 28.5% of all clicks, while organic search results get up to 85% of total clicks. These numbers show why businesses now see SEO cost as a vital investment decision.
Our research reveals SEO costs in 2025 will change by a lot based on business size and needs. Monthly retainers range from $1,400 to $10,000+ per month, and hourly rates fall between $100 to $180. Business owners need to understand the real costs of SEO to make smart decisions.
We studied current market rates and pricing models to create this detailed guide on SEO costs. You will discover the exact pricing expectations, services included at each price point, and the right investment level that matches your business size and goals.
Current SEO Pricing Models in 2025
Monthly retainers are the most popular SEO pricing model, with 53% of agencies choosing this approach over other options.
Monthly retainer costs
The cost of monthly retainers ranges from $1,000 to $10,000 (AUD 1,500 to AUD 15,300). Small businesses can expect to pay around $1,400 (AUD 2,100) monthly, while medium-sized businesses spend between $1,600 and $7,500 (AUD 2,400 to AUD 11,500). Larger agencies with more than 25 employees tend to charge premium rates, and 70% of them ask for over $1,000 (AUD 1,500) in monthly retainers.
Project-based pricing
Project-based SEO services vary in cost based on their scope and complexity. Small projects that take 50-100 hours cost between $5,800 and $11,600 (AUD 8,800 to AUD 17,700). Medium projects running 100-200 hours range from $11,600 to $23,200 (AUD 17,700 to AUD 35,400).
Project-based pricing works best for businesses with well-defined goals and a need for specialised, short-term SEO services. It provides clarity and efficiency but may not suit those requiring continuous improvement or broader strategies. The cost is determined upfront, based on the scope, complexity, and duration of the project, ensuring transparency for both parties. Project-based SEO pricing includes clearly defined deliverables, making this model ideal for businesses that are looking to optimise a specific segment of their organic marketing plan. SEO project rates vary on the basis of freelancers, consultancies, and agencies. Ahrefs findings suggest that:
- The most popular project-based pricing for freelancers is between AUD 154.43-AUD 382.25
- Most agencies charge around AUD 3822.48-AUD 7644.95 as their SEO prices for each project.
- ✔️Pros: **Clear Deliverables:**The project-based SEO pricing model defines specific activities and deliverables, ensuring clients know exactly what they are paying for. **Upfront Pricing:**You can expect transparent SEO costs upfront, which makes budgeting simple and eliminates the risk of unexpected expenses. **Focused Expertise:**The plan is ideal for addressing specific challenges like full-scale website audits or industry-specific link building campaigns.
- ❌Cons: No Long-Term Support: Once the project is completed, no ongoing optimisation or adjustments are included. Limited Scope: Addresses immediate needs but may not cover broader SEO goals or future growth. Higher One-Time SEO Costs: Can feel expensive for larger projects, even with clear outcomes. Also, the pricing can increase if the project scope changes.”>Consultants charge anywhere from $100 to $10,000 (AUD 150 to AUD 15,300) per project.
Hourly rates
Location plays a big role in hourly rates. North American agencies charge more than their European counterparts, with 40% billing over $125 (AUD 191) per hour compared to just 6% in Europe. Most agencies (45%) set their rates between $50 and $100 (AUD 76 to AUD 153). Experienced professionals at larger agencies charge between $75 and $200 (AUD 115 to AUD 306) per hour.
Each pricing model comes with its own benefits. Monthly retainers give you ongoing support and regular reports. Project-based pricing lets you know exact deliverables and costs from the start. Hourly rates are great for specific tasks or consultations. Your business size, goals, and SEO needs will help determine which option works best.
Small Business SEO Investment Guide
Small businesses dominate Google searches when looking for local customers. More than half of all searches now show local intent. We noticed this move reflects how important local SEO has become for small business visibility.
Local SEO costs
Small businesses that target local markets spend between $1,000 to $2,500 (AUD 1,500-3,800) monthly on SEO. Local SEO campaigns for single locations begin at $500 (AUD 765) and can reach $5,000 (AUD 7,645) each month. These investments deliver real value since almost 90% of local mobile searches lead to offline sales.
A standard local SEO package includes these core components:
- Google Business Profile setup and optimisation
- Local keyword research for 5 products or services
- Citation management across 40+ local business websites
- Monthly performance reporting and ranking updates
Website optimisation expenses
Technical website optimisation is a vital part of small business SEO costs. On-page SEO services range from $500 (AUD 765) to $5,000 (AUD 7,645). Small businesses spend about $1,000 (AUD 1,529) monthly on link building, and more than 30% of them see this as work to be done.
Your website’s complexity affects optimisation costs directly. Small business websites with simple optimisation needs might spend $1,800 (AUD 2,752). E-commerce sites in competitive markets could need up to $10,000 (AUD 15,290). These costs include meta tag optimisation, content structuring, and technical performance improvements.
One-on-one training sessions offer an affordable option for businesses with tight budgets. These sessions start at $600 (AUD 917) and include preliminary research with practical optimisation guidance. This approach works well for businesses that want to build in-house SEO skills while keeping costs under control.
Enterprise SEO Cost Breakdown
Enterprise SEO needs significant investment because of its complex requirements and broader scope. Large businesses that invest in detailed SEO strategies look at different pricing factors based on their campaign reach and goals.
National campaign pricing
National SEO campaigns use many resources. Monthly costs range from $3,000 to $10,000 (AUD 4,600 to AUD 15,300). These investments cover detailed content strategies and ongoing competitor analysis. Businesses in highly competitive sectors might spend up to $25,000 (AUD 38,200) monthly.
Enterprise-level SEO packages generally include:
- Advanced technical optimisation and code refinement
- Competitive keyword research (500+ keywords)
- Monthly strategy discussions and custom reporting
- Conversion rate optimisation and A/B testing
- Heat map analysis and usability reports
Multi-location SEO expenses
Businesses with multiple locations face unique challenges that affect their SEO costs. Companies with 10 or more locations typically spend between $2,000 to $8,000 (AUD 3,100 to AUD 12,200) monthly. These costs can increase based on location numbers and market competition.
Each location needs its own strategy, including separate Google Business Profiles and location-specific content. Companies must maintain unique URLs and content for each location to avoid duplicate content issues. Businesses in major cities like Sydney or Melbourne often need more aggressive strategies because of higher competition.
International SEO costs
International SEO brings more challenges that influence pricing. Businesses targeting multiple countries and languages should expect higher investments. Several factors determine the cost of international SEO:
Server location affects search engine rankings, which impacts hosting costs in different countries. Businesses also just need proper hreflang implementation and country-specific domain structures. Translation quality plays a vital role, and professional translation services add to the overall cost.
Enterprise-level international campaigns typically start at $5,000 (AUD 7,600) monthly. Companies targeting competitive global markets might spend $40,000 to $50,000 (AUD 61,200 to AUD 76,500) each month. The implementation phase includes costs for multiple domains and country-specific hosting solutions.
What Your SEO Budget Actually Buys
You need to know what your SEO investment delivers to make smart decisions about your marketing budget. Basic and premium packages have different features that match various business needs and goals.
Basic package deliverables
Basic SEO packages focus on simple optimisation elements that build search visibility. A standard basic package has an SEO audit that reviews your website’s current performance. This review spots technical issues, content gaps, and areas that need quick fixes.
Technical optimisation is the life-blood of basic packages. It covers simple elements like site speed improvement and mobile responsiveness. These packages work on core technical improvements that show quick results instead of offering complete solutions.
Basic packages include meta tag updates, header optimisation, and simple internal linking strategies. While these packages might look limited, they are a great way to get the groundwork done to improve search rankings and user experience.
Premium service inclusions
Premium SEO services take a complete approach with advanced features and dedicated support. These packages have:
- Advanced technical audits and ongoing optimisation
- Complete content strategy and creation
- In-depth competitor analysis and monitoring
- Custom reporting and strategy sessions
- Conversion rate optimisation
- Authority building through strategic link acquisition
Premium packages excel at content creation with specialised services like infographic design and press release distribution. These packages also come with advanced tools and analytics. Professional SEO platforms cost between $200 to $300 (AUD 300 to AUD 460) monthly.
Premium services go beyond basic optimisation to create a strong online presence. Regular technical SEO audits keep websites running at their best as search engines change. On top of that, these services track conversions and analyse user behaviour to help businesses understand and improve their ROI.
Premium packages stand out by tailoring strategies to specific business goals instead of using a one-size-fits-all approach. This custom approach will give a solution that tackles your unique challenges and opportunities, which leads to better results for your business.
Hidden SEO Costs to Consider
Successful SEO campaigns come with several hidden costs that can catch businesses off guard. A realistic budget plan needs to account for these additional expenses.
Content creation expenses
Content creation adds a substantial hidden cost to SEO campaigns. Professional content writing services cost between $2,500 to $15,000 (AUD 3,800 to AUD 22,900) monthly for full-service content packages. We varied these costs based on content quality and volume requirements.
Content writing packages of high quality cost $25 to $50 (AUD 38 to AUD 75) per hour. Businesses just need to factor in these ongoing expenses to keep content fresh and engaging. Content optimisation adds more costs, and freelancers charge over $1,300 (AUD 1,900) monthly.
Technical optimisation fees
Technical SEO audits are a vital yet overlooked expense. Simple technical audits cost from $300 to $5,000 (AUD 459 to AUD 7,645), based on website complexity. The implementation costs after the audit can vary substantially, with hourly rates starting at $55 (AUD 84).
Technical experts give quotes either hourly or per project after audit results. Some technical improvements take weeks or months of programmer work, which can push costs up to $25,000 (AUD 38,200) or more. The core team prevents future technical issues through ongoing website maintenance that starts at $150 (AUD 229) monthly.
Tool subscriptions
SEO software subscriptions add another layer of hidden costs. Professional SEO platforms cost between $2,500 to $3,000 (AUD 3,800 to AUD 4,600) monthly. These tools include:
- Keyword research and tracking capabilities
- Technical audit software
- Backlink analysis tools
- Rank monitoring systems
- Competitor analysis platforms
Tool costs change based on usage limits and features. Most SEO software vendors offer tiered pricing plans, and higher-end ‘enterprise/agency’ levels need custom pricing. Many tools now charge based on tracked keywords, crawled pages, and generated reports.
There’s another reason for tool-related expenses – API calls for ranking data, where some platforms charge per tracked keyword. Specialised technical SEO tools like Screaming Frog need annual subscriptions of about $200 (AUD 306). Companies should expect to spend between $500 to $2,500 (AUD 765 to AUD 3,800) monthly on essential SEO tools.
How to Calculate SEO ROI
ROI calculations for SEO efforts give you a clear picture of how well your marketing budget works. The simple SEO ROI formula is: (Gain from Investment – Cost of Investment) / Cost of Investment.
Traffic value assessment
Your organic traffic’s monetary worth is the foundation of ROI calculation. Traffic value shows how much you would pay to get the same traffic through paid ads. This helps you see the money your SEO strategy saves compared to paid options.
To work out traffic value:
- Multiply monthly organic traffic by keyword position
- Factor in the cost-per-click for each keyword
- Add up the total value across all ranking keywords
To name just one example, see a site that brings in 100 monthly visitors for a keyword with a cost-per-click of $8 (AUD 12). That keyword’s traffic value is $800 (AUD 1,200) monthly.
Conversion tracking
You need proper conversion tracking to measure ROI accurately. Google Analytics 4 (GA4) is the main tool to track organic search conversions. E-commerce websites can track sales data directly from online transactions.
Lead-based businesses need a different approach with specific goal setup:
- Create conversion events in GA4’s admin panel
- Toggle the ‘Mark as conversion’ switch
- Give monetary values to each conversion
You can find conversion values by multiplying your Customer Lifetime Value (CLV) by the lead conversion rate. If your average customer brings in $3,000 (AUD 4,600) and converts at 25%, each lead is worth $750 (AUD 1,100).
Long-term benefits
SEO investments take 4-12 months to show results. This timeline reflects how SEO benefits build up over time. Successful SEO campaigns deliver exponential returns through steady organic traffic growth.
The long-term value shows up in several ways:
- Better search rankings lead to more visibility
- Higher brand authority and trust
- Steady organic traffic without ongoing ad costs
Studies show that only 5.7% of pages reach top rankings within a year. But once you get there, these rankings keep delivering value without extra investment. This makes SEO valuable because your original investment generates returns long after you implement it.
You should know SEO’s timeline to set realistic expectations. B2B companies usually wait 8-10 months to break even on their SEO investment. This patience pays off as SEO keeps delivering value while paid traffic stops when you stop spending.
ROI calculations get tricky because of SEO’s ongoing nature. Unlike paid ads that stop working when you stop paying, SEO benefits grow over time. Companies should look at both current metrics and long-term value when they check their SEO investment’s performance.
Conclusion
SEO costs vary based on business size and needs, and our research shows most companies see positive returns within 8-10 months. Small businesses can start with simple packages at $1,000 (AUD 1,500) monthly. Enterprise-level campaigns might need $25,000 (AUD 38,200) or more to achieve complete coverage.
Successful businesses don’t see SEO as just an expense – they treat it as a strategic investment. Your original investment keeps delivering value long after implementation. On top of that, proper tracking and ROI calculation help justify these costs through measurable results.
A clear understanding of SEO’s full scope helps you plan budgets better. This includes content creation, technical optimisation, and tool subscriptions. The costs might look substantial at first, but the long-term benefits make it an affordable marketing strategy. Increased organic traffic and sustained rankings offer more value compared to ongoing paid advertising.
Smart businesses know their SEO success depends on choosing the right investment level that matches their goals and market position. The right budget comes from analysing pricing models, hidden costs, and expected returns. This creates realistic budgets that line up with business objectives and deliver growth through organic search visibility.
