How to Charge for managing SEO Campaigns

 

 

How much you should charge from your client once you have interviewed him and understood his advertising objectives and other requirements?

Your SEO campaign pricing can depend upon the following factors:

#1 Competitiveness of the client’s Industry

#2 Current Ranking potential of the client’s site.

#3 Size and complexity of the Client’s website.

#4 Resources Required to achieve marketing objectives.

#5 Your profit margin & Business overheads

#6 How much risk you can take off from the client

#7 Your market value

#8 Client’s Financial Status

#9 Self-sufficiency

#10 Your Geo-location

 

#1 Competitiveness of the client’s Industry

If your client’s industry is something like: Insurance, Finance, Travel, Telecom, Web Design, Web Hosting etc then you can be pretty sure that you are going to work in an extremely competitive market.

Consequently, seo campaign will be very costly as lot of resources will be required.

Another good way to determine competitiveness is through keyword difficulty tool. Determine the keyword difficulty of all the primary keywords which your client is targeting or wish to target.

If keyword difficulty is more than 60% then you are chasing highly competitive keyword. I use keyword difficulty tool of seomoz.

 

#2 Current ranking potential of the client’s site

You can determine the ranking potential of the client site through following metrics:

#1 Page Authority of the home page (use open site explorer)

#2 Domain Authority (use open site explorer)

#3 No. of unique domains linking to the home page (use open site explorer)

#4 Total no. of links to the home page (including internal,external, followed and no-followed) (use open site explorer)

#5 Age of the client’s domain (use whois)

#6 Current ranking positions for primary keywords. (use Google)

If client’s website is brand new or under construction then you may need to figure out the current ranking potential of top 10 sites which rank on Google for primary keyword.

The primary keyword is that keyword which describe the client’s business and which has the potential of bringing largest volume of relevant traffic to the website.

 

#3 Size and complexity of the Client’s website

Every website is different. Some requires more work than others depending upon its size and complexity. That is why there is no such thing as SEO packages. 

Use site: command on Google to get rough idea of how many pages of the site are in Google Index. If you have access to Google Webmaster Tools, then you can get a more exact figure.

Complexity is something which you can determine by visiting the site and scanning its functionality page by page. ‘Screaming Frog SEO spider’ tool can also help you a lot in determining crawling and indexing issues.

 

#4 Resources Required to achieve marketing objectives

If client doesn’t have content writers, graphic designers and/or developers to address website issues or implement your recommendations then you need to hire them on behalf of your client and it may cost you dearly.

Resources requirement is something which you can best determine through experience in the client’s industry. Other than this, you can make educated guesses. Competitors analysis can also help here.

 

#5 Your Profit margin & Business overheads

To improve your profit margin you can do two things: reduce business overheads and charge more.

Every business has different level of expenditure and to remain profitable they have to charge accordingly.

Consequently big SEO agencies have to charge more than the smaller agencies and independent consultants. You charge for your campaigns according to your profit goals. If you want a higher profit margin, you will have to charge more.

 

#6 How much risk you can take off from the client

Many SEOs take the risk of only rankings. Once the desired rankings are achieved, their job is over. In this case risk involved is minimal as you don’t take the risk of generating leads or sales. Consequently you can’t demand more.

If you could take the risk of generating leads in addition to rankings, you can demand more.

If you could take the risk of generating sales in addition to generating leads and getting rankings then you can demand the most from your client. In short the more risk you can take off from your client, the more you can charge.

 

#7 Your Market Value

Reputation precedes the seo. More reputable you are in the SEO industry, higher is your perceived value and consequently more you can charge.

 

#8 Client’s financial Status

You can simply charge whatever you think your client can afford to pay. Many companies do that. I have seen big companies paying ridiculous amount of money for work that is not worth that much.

 

#9 Self-sufficiency

If you already have lot of clients then you can be as much selective as you want. Which means you can decide to work with only those clients who can pay the fees you desire.

 

#10 Your Geo-Location

Your fees depends a lot on the location you live in. If you live in one of the most expensive cities in the world like London, New York, Zürich, Los Angeles etc then obviously your living cost and business overheads are going to be sky-high and you need to charge a lot just to stay profitable.

So it is wise to relocate to cheaper nearby location, if possible.

This can greatly reduce your living cost and business overheads and you can pass these benefits to the clients in the form of competitive pricing or can just use it to increase your profit margin.

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Do you know the difference between Digital Analytics and Google Analytics?


99.99% of course creators themselves don’t know the difference between Digital analytics, Google Analytics (GA) and Google Tag Manager (GTM).

So they are teaching GA and GTM in the name of teaching Digital analytics.

They just copy each other. Monkey see, monkey do.

But Digital analytics is not about GA, GTM.

It is about analyzing and interpreting data, setting up goals, strategies and KPIs.

It’s about creating strategic roadmap for your business.


Digital Analytics is the core skill. Google Analytics is just a tool used to implement ‘Digital Analytics’.

You can also implement ‘Digital analytics’ via other tools like ‘adobe analytics’, ‘kissmetrics’ etc.

Using Google Analytics without the good understanding of ‘Digital analytics’ is like driving around in a car, in a big city without understanding the traffic rules and road signs.

You are either likely to end up somewhere other than your destination or you get involved in an accident.


You learn data analysis and interpretation from Digital analytics and not from Google Analytics.

The direction in which your analysis will move, will determine the direction in which your marketing campaigns and eventually your company will move to get the highest possible return on investment.

You get that direction from ‘Digital analytics’ and not from ‘Google Analytics’.


You learn to set up KPIs, strategies and measurement framework for your business from ‘Digital analytics’ and not from ‘Google Analytics’.

So if you are taking a course only on 'Google Analytics’, you are learning to use one of the tools of ‘Digital analytics’. You are not learning the ‘Digital analytics’ itself.

Since any person can learn to use Google Analytics in couple of weeks, you do no get any competitive advantage in the marketplace just by knowing GA.

You need to know lot more than GA in order to work in digital analytics and marketing field.


So what I have done, if you are interested, is I have put together a completely free training that will teach you exactly how I have been able to leverage digital analytics to generate floods of news sales and customers and how you can literally copy what I have done to get similar results.

Here what You'll Learn On This FREE Web Class!


1) The number 1 reason why most marketers and business owners are not able to scale their advertising and maximise sales.

2) Why you won’t get any competitive advantage in the marketplace just by knowing Google Analytics.

3) The number 1 reason why conversion optimization is not working for your business.

4) How to advertise on any marketing platform for FREE with an unlimited budget.

5) How to learn and master digital analytics in record time.

 
 

My best selling books on Digital Analytics and Conversion Optimization

Maths and Stats for Web Analytics and Conversion Optimization
This expert guide will teach you how to leverage the knowledge of maths and statistics in order to accurately interpret data and take actions, which can quickly improve the bottom-line of your online business.

Master the Essentials of Email Marketing Analytics
This book focuses solely on the ‘analytics’ that power your email marketing optimization program and will help you dramatically reduce your cost per acquisition and increase marketing ROI by tracking the performance of the various KPIs and metrics used for email marketing.

Attribution Modelling in Google Analytics and Beyond
Attribution modelling is the process of determining the most effective marketing channels for investment. This book has been written to help you implement attribution modelling. It will teach you how to leverage the knowledge of attribution modelling in order to allocate marketing budget and understand buying behaviour.

Attribution Modelling in Google Ads and Facebook
This book has been written to help you implement attribution modelling in Google Ads (Google AdWords) and Facebook. It will teach you, how to leverage the knowledge of attribution modelling in order to understand the customer purchasing journey and determine the most effective marketing channels for investment.

Himanshu Sharma

Digital Marketing Consultant and Founder of Optimizesmart.com

Himanshu helps business owners and marketing professionals in generating more sales and ROI by fixing their website tracking issues, helping them understand their true customers purchase journey and helping them determine the most effective marketing channels for investment.

He has over 12 years experience in digital analytics and digital marketing.

He was nominated for the Digital Analytics Association's Awards for Excellence.

The Digital Analytics Association is a world renowned not-for-profit association which helps organisations overcome the challenges of data acquisition and application.

He is the author of four best-selling books on analytics and conversion optimization:

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