Find out how much you’ll pay for SEO in Australia – and why it’s worth it.

As a business owner or organisation, you need to have an online presence. Assuming buyers or clients will just find you are no longer enough to keep the lights on, and even a good word-of-mouth brand may not be enough to find and retain paying customers.

People are looking at their screens for information about their favourite brands, and if you’re not optimised to cut through the noise, you’re probably not loud enough.

So 90% of all internet users use Google to find where to spend their money – you need the best SEO. But, SEO pricing can be confusing – especially in a competitive market like Australia.

Whether you’re just starting with SEO or need a tune-up, this guide will help you get an idea of what to expect for SEO pricing in Australia—from pricing models and factors that affect cost to what to look for in an SEO proposal.

SEO 101

Before we get into the SEO pricing, let’s have a quick refresher on what SEO is and why it’s crucial.

SEO stands for “search engine optimization” and is the process of optimising your website to rank higher on search engines like Google, Bing, and Yahoo. SEO aims to increase organic traffic to your site by improving its visibility in search results.

Many factors go into a successful SEO strategy, including keyword research, on-page optimization, technical optimization, link building, content creation, and more. It’s an ongoing process that requires continuous monitoring and adjustments based on search engine algorithm updates and changes in user behaviour.

Why SEO Pricing Matters?

1. You Need To Get Market Specific: The Australian digital market has its own quirks that can impact SEO strategies and, therefore, pricing.
2. Budgeting Matters: Knowing what to expect in terms of cost helps you budget your marketing spending.
3. Value Is Key: Understanding pricing models helps you evaluate the value proposition of different SEO providers.
4. You Can Avoid Low-Cost Traps: Being aware of pricing helps you avoid overpriced services and suspiciously cheap offers that may use black hat tactics.
5. It’s a Long-Term Investment: SEO is an ongoing process, and understanding pricing helps you plan for long-term success.

SEO Pricing Models in Australia

SEO agencies and consultants in Australia use four main pricing models. Let’s break each one down a bit more to see what you can expect from each:

Hourly Rates

Hourly rates are charged for any single, smaller SEO service or task. This can be content updates, backend tweaks or SEO consultations. Think of it as paying for the time and expertise of an SEO professional.

Average Cost Range: $150 – $250 per hour

Pros:

• Good for small tasks or short term projects
• Transparent billing based on actual time spent
• Suitable for businesses with in-house teams that need expert guidance

Cons:

• Can get expensive for larger projects
• Hard to estimate total SEO cost
• May not include a full strategy

Best For: Hourly rate SEO pricing models are best for smaller businesses and organisations who have limited budget or who need a quick fix for a specific SEO problem. This model is also good for businesses with in-house marketing teams who need guidance from an SEO expert.

Monthly Retainers

Monthly retainers are the most common pricing model for ongoing SEO services. While an hourly service may offer a single or basic service set, monthly retainers offer the best value for money for ongoing SEO services.

For example, a monthly retainer may include services such as keyword research, on-page optimization, content creation and promotion, link building and performance reporting. Most of the SEO magic happens in the long term so having a dedicated expert to build and maintain your SEO strategy is worth far more than a single service.

Average Cost Range: $1,250 – $10,000+

Pros:

• Fixed pricing
• Ongoing optimization and support
• Full strategy implementation
• Building long term relationships with SEO providers

Cons:

• Requires a longer term commitment
• Require continual adaptation to business marketing needs

Best For: Businesses and organisations that want to develop a long term SEO strategy and build a strong online presence.

Project Based Pricing

Some SEOs charge by project for specific tasks such as content creation, website audits or link building. This model is good for businesses with a smaller budget or those that need a specific service.

Average Cost Range: $3,500 – $20,000+

Pros:

• Clear deliverables and timelines
• Fixed cost for the project
• Good for big task focused projects or businesses with a smaller budget looking for a specific service. Often these can be packaged together as part of a larger long term SEO strategy to build a strong online presence.

Performance Based Pricing

More and more companies are paying for what they can see – and the best SEO experts will factor in long term success goals into their pricing model.

For example, if an increase in traffic will lead to a company seeing an increase in sales, a performance based pricing model may be the best option. This type of pricing is often based on specific metrics and goals agreed upon between the company and SEO expert, such as an increase in website traffic or conversion rates.

Average Cost Range: Highly variable, often includes a base fee plus performance bonuses

Pros:

• Agency incentives are aligned with client goals
• Lower upfront cost

Cons:

• Risky for both parties
• May lead to short term tactics over long term strategy

Best For: Enterprises that need to see measurable short term results and are willing to take some risk in their SEO strategy.

What affects SEO costs in Australia?

While SEO is the same globally, there are some factors that are unique to Australia that can impact the cost of SEO. These are the size and competitiveness of the Australian market and the specific goals and needs of each business.

Service Scope

The scope of SEO services has a big impact on pricing:

• Basic SEO: On-page optimization, basic keyword research, minimal content creation. Less expensive.
• Full SEO: Technical SEO, content marketing, link building, ongoing strategy refinement. More expensive.

Industry Competition

Highly competitive industries require more intense SEO:

• Low Competition: Easier to rank, less aggressive strategy. Lower cost.
• High Competition: Requires more advanced techniques and higher quality content. Higher cost.

Experience and Expertise

The experience of the SEO provider impacts pricing:

• Junior SEO Specialist: Lower rates but less experience.
• Established Agency: Higher rates but more services and proven track record.

Local vs National SEO 

The geographic scope of your SEO campaign impacts costs:

• Local SEO: Less expensive, focuses on ranking in specific locations.
• National SEO: More expensive, requires broader strategy to compete nationally.

Website Size and Complexity

Larger more complex websites require more work:

• Small Websites (< 20 pages): Lower costs for optimization.
• Large Websites (100+ pages): Higher costs due to more extensive optimization required.

Your Current SEO Status

Your website’s current SEO health impacts initial costs:

• No Previous SEO: May require more initial work and higher startup costs.
• Existing SEO Foundation: May require less initial work but ongoing optimization.

What to look for in an SEO Pricing Proposal

If you are going to invest in SEO services you want to make sure you get the best in the business. Don’t put all your eggs in one basket, assuming a flashy proposal with a high price tag means the provider is the best. Here are some things to look for when reviewing an SEO pricing proposal:

Transparency in Proposals

Trust and experience is key in the SEO game. Not all service providers are the same. As you get bids, look for proposals that clearly outline:

1. Scope of Services: What’s included (and what’s not).
2. Deliverables: Specific, measurable outcomes.
3. Timeline: Realistic timeframes for implementation and expected results.
4. Reporting: How and when performance will be reported.

Expected Deliverables

Good proposals should have a lot of detail on what you can expect from the strategy – whether it’s a single short term SEO project or a long term retainer. Look for:

1. Keyword Strategy: How target keywords will be identified and implemented.
2. On-Page optimization: Plans for website structure and content improvement.
3. Content Creation: Type, quantity and quality of content to be produced.
4. Link Building: Strategies for getting high quality backlinks.
5. Technical SEO: Plans for site speed, mobile friendliness and other technical factors.

Affordability vs Service Quality

There’s an old marketing saying that you can have quality, speed or affordability – but you can only choose two. When it comes to SEO services this saying holds true. There are some affordable options out there but they may not be able to deliver the same level of service and results as a higher priced option.

1. Long-Term Value: Cheaper services may save you money short term but could lead to poor results or even penalties.
2. ROI Potential: Higher quality services may cost more but could deliver better long term returns.
3. Scalability: Choose a provider that can grow with your business.
4. Expertise in Your Industry: Sometimes paying more for industry specific expertise is worth it.

Quality SEO is an Investment

SEO pricing in Australia can vary depending on the provider and what you need – but don’t go into a conversation thinking it’s a one off cost. SEO is an ongoing process and requires ongoing effort so be prepared for ongoing costs.

With the right SEO on your side you can optimise almost every aspect of your brand and help your business cut through the online noise and find your target audience.

When it comes to choosing SEO services remember quality costs more. There may be cheaper options out there but investing in higher quality services will deliver better long term returns for your business.

Don’t risk it with an inexperienced or low-cost provider – invest in the elite SEO agency and get more than your money’s worth in lasting, organic results.

Even as the SEO world changes, the right methods and tactics will keep you at the top of the list (and in front of the right customers.)