As a business owner, you’ve no doubt heard about the benefits that Search Engine Optimisation (SEO) can bring you, such as driving organic traffic, enhancing visibility, and growing your online presence.
But how much does SEO cost in Australia? This blog will break down the costs of SEO services, covering various pricing models, factors that influence SEO pricing, and whether investing in SEO is truly worth it.
SEO Costs in Australia
In Australia, the average cost of SEO is between $1,800 to $2,200 per month. The cost of SEO can vary significantly depending on several factors, including the size of your business, your goals, and the competitive landscape of your industry.
Let’s break down the costs based on various pricing models.
SEO Monthly Rates
For small businesses, you can expect to pay $1500 to $2500 per month. This SEO pricing is suited to businesses who operate in local or niche markets. SEO services here might include local search optimisation, business directory listings, and Google My Business optimisation.
Medium-sized businesses can expect to pay $2,000 to $5,000 per month. The SEO strategy for these businesses involves broader keyword targeting, competitive analysis, link-building, and sometimes local and national optimisation efforts.
Larger enterprises could be spending $3,000 to $10,000 or more per month. These businesses need enterprise-level SEO, including large-scale content strategies, ongoing competitor analysis, and international SEO campaigns.
While these are general guidelines, how much you actually spend should be based on your revenue goals, the complexity of your website, and your industry's competitiveness. It's also worth considering whether you're aiming for local, national, or global SEO. However, a good rule of thumb is to treat SEO as an investment in the long-term growth of your online presence.
SEO Hourly Rates
Some SEO professionals charge by the hour, offering flexibility if you only need help with specific tasks. The hourly rate for SEO in Australia can range from $80 to $250 per hour, depending on the experience and expertise of the SEO professional.
Most SEO agencies charge between $140-$250 per hour. SEO consultants and freelancers generally charge less, sometimes starting from as little as $80 per hour.
Hourly rates can be ideal for businesses looking for short-term or consultative SEO work, such as technical audits or strategy consultations. However, it’s important to remember that cheaper rates can mean a lower quality service.
Once-Off SEO Costs
In some cases, businesses are looking for once-off SEO services, such as small website optimisation projects. Depending on the requirements of your project, you can expect to pay around $3,000 – $6,000.
For more complex once-off projects, for example including content marketing, technical SEO and link-building, expect to pay more. Around $5,000 to $10,000 would be realistic from an agency.
Paying Per Keyword
Paying per keyword is an ‘old-school’ approach to SEO that isn’t really recommended anymore. This approach can limit your growth since SEO is about optimising your website holistically rather than just for specific keywords.
This model may work for businesses with a narrow focus but can be less effective for those aiming to dominate multiple keywords across various locations or services.
SEO Management Costs
When it comes to SEO management for your business, there are three main options: hiring a freelancer, building an in-house team, or hiring a specialised SEO agency.
Freelancer SEO
Freelance SEO management can be the most affordable option for small or startup businesses. Advantages include generally lower rates, with freelance SEO providers typically charging $80 to $150 per hour or $500 to $2,500 per month, making them more affordable than agencies.
Although freelancers may be cheaper, they lack the breadth of expertise and resources that agencies have, such as premium tools or a diversified team with specialised skills. Also, freelancers might struggle with scalability, meaning they may not be able to manage large, complex campaigns effectively as your business grows. Lastly, availability can be an issue, as freelancers often juggle multiple projects, potentially leading to delays in communication or work completion.
In-House SEO
In-house teams are more likely to understand your brand's voice and goals, and they can respond quickly to changing needs. You’ll also have more control over the day-to-day SEO tasks.
However, hiring and maintaining an in-house SEO team can be costly. Salaries for SEO specialists range from $70,000 to $85,000 annually, depending on experience, not including software and other overheads.
SEO Agency
An SEO agency like Margin Media has a broader range of experience and access to premium tools, and can bring immediate expertise to your campaign. Generally, SEO agency pricing ranges from $2,500 to $12,000 per month, but this typically includes a team of experts focusing on different SEO aspects.
One advantage of working with an agency is that their experience with multiple clients provides them with diverse insights and industry trends, which can bring fresh perspectives to your business. While an in-house team may have a deeper understanding of your brand, an agency can offer a broader range of expertise and the ability to scale quickly, helping you stay competitive in a dynamic market.
Learn more about our SEO services.
Factors Influencing SEO Costs
Several factors determine how much you’ll need to invest in SEO. Here are the main aspects that influence SEO costs:
1. Industry
Highly competitive industries such as finance, real estate, or insurance usually have higher SEO prices due to the difficulty of ranking in such crowded markets. In contrast, a niche industry with lower competition might require a lower investment.
2. Competition
If your competitors have well-established SEO strategies, you’ll need to invest more to outperform them. Competitive landscapes demand ongoing SEO efforts, premium tools, and highly skilled experts to gain the upper hand.
3. Target Market & Size
Targeting a local market is generally less expensive than going after a national or global audience. Local SEO typically costs less because you're optimising for a smaller geographical area with fewer competitors. If you're aiming for national or global SEO, expect higher costs due to the broader competition.
4. Location
The geographical area you serve also affects the cost of SEO. If your business operates in a major city like Sydney or Melbourne, you'll likely face more competition and need a more aggressive SEO strategy compared to a business in a smaller city or regional area.
5. Goals
Are you trying to rank for a few local keywords, or are you aiming to dominate a national or international market? Your goals, whether short-term or long-term, will significantly impact how much you spend on SEO. More ambitious goals usually come with a higher price tag.
Which Model is Best for You?
SEO pricing comes in various models. Choosing the right one depends on your goals, budget, and business needs.
Retainer Model
This is the most common SEO pricing model for agencies, where you pay a set amount each month. It allows for ongoing optimisation and strategic adjustments. This model is best for businesses looking for long-term growth and sustained SEO efforts.
Project-Based Pricing
For businesses that want to tackle specific SEO tasks, project-based pricing can be ideal. These projects can include audits, content creation, or website migrations. This model is best for companies with clear, one-off objectives.
Hourly Pricing
If you only need SEO for short-term tasks or consultations, paying an hourly rate may work best for you. This model is best for businesses with small, specific SEO needs or limited budgets.
Why Cheap SEO is Bad
When it comes to SEO, cheaper isn't always better. While it may be tempting to go with an agency or freelancer offering services at a significantly lower cost, these "cheap" options often result in poor quality work that can hurt your business in the long run.
Here’s why cheap SEO can be harmful:
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Low-Quality Backlinks: Cheap SEO services often focus on link-building using low-quality or spammy websites. These links can lead to penalties from Google, which could lower your rankings.
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Keyword Stuffing: Some SEO providers may overuse keywords unnaturally on your site, which Google’s algorithms now penalise.
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Black Hat Techniques: These are unethical practices like cloaking and hidden text that can result in short-term gains but long-term penalties or even complete de-indexing.
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Lack of Customisation: Cheap SEO often involves cookie-cutter approaches that don’t take into account the unique aspects of your business, market, or goals.
Choosing a reliable, slightly more expensive SEO provider like an agency ensures that the work will be ethical, high-quality, and tailored to your specific needs.
Is SEO Worth it?
Absolutely! SEO can have a significant return on investment (ROI) when done correctly. The ROI depends on how much you invest, your industry, and the competition. Here are some potential benefits of SEO:
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Increased Traffic: Organic search is a primary source of website traffic.
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Higher Conversion Rates: SEO can bring highly targeted traffic, which leads to better conversion rates.
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Long-Term Gains: Unlike paid ads, the benefits of SEO build over time and can continue to generate traffic and revenue long after the initial investment.
While it can take several months to see results, the long-term benefits of SEO often outweigh the costs.
Final Thoughts
Investing in SEO is crucial for any business looking to grow its online presence. Whether you’re a small business or a large enterprise, SEO can deliver significant long-term ROI.
Hiring an experienced SEO agency like Margin Media is the best approach because we bring a wealth of expertise, premium tools, and resources that are difficult to maintain in-house. We can determine the right budget and pricing model for your SEO needs, ensuring your business achieves optimal online visibility and growth.
Book your FREE Discovery Call today.
