SEO Retainer: Is It Worth It For Your Small Business?

SEO is frequently pushed on small business owners, and many don’t know where to start. However, is an SEO retainer worth it for your small business?

Despite working as an SEO consultant and specialist, SEO retainers aren’t the best fit for every business owner. 

In this article, we’ll cover:

• What an SEO retainer actually is (and what it is not)
• How SEO services between an agency and a freelancer differ
• What’s usually included in an SEO retainer
• What’s the average monthly cost of an SEO retainer
• Are SEO retainers a waste of money (and time) for your business?
• Tips on how to get the most out of your SEO retainer

This article is comprehensive, and though the content builds on itself, feel free to skip to any section that piques your interest! 

What Is An SEO Retainer?

A retainer is an amount of money paid (usually monthly) to a person or business in exchange for regular services. In other words, it’s a long-term contract for ongoing services. 

An SEO retainer is a long-term arrangement where one party receives SEO services (the business owner) and the other party (freelancer or agency) implements SEO work.

What Is Included In An SEO Retainer? Can I Change The SEO Retainer Agreement?

As with any business contract, a retainer depends on what the two parties decide to include. More often than not, the SEO retainer isn’t set in stone, so you can negotiate what you’d like included and excluded. 

Here are some commonly included SEO retainer contract terms:

• Duration: 3 months, 6 months, 1 year, etc. Many SEO service providers outline a minimum contract duration.
• Price: Of course, each SEO retainer contract will include the monthly price, and payment terms (paid up front, paid monthly, performance-based, etc.). Additionally, there may be a clause that outlines a late payment penalty.
• SEO Services: The SEO retainer will outline in-depth the SEO services provided, when, and how often. When negotiating, ensure you understand what you’re paying for and don’t pay for anything you don’t want to be included. This part will most likely outline monthly SEO maintenance.

Since many small business owners don’t have the time to focus on SEO or feel bothersome asking questions, they may feel compelled to sign the contract without understanding every part.

Though understandable, don’t be one of these business owners. SEO is a large part of digital marketing, and paying for a service you don’t fully understand leaves you (and your company) open to being taken advantage of. 

I highly recommend you at least have a basic understanding of SEO and marketing. This way, not only will you have an easier time mentally processing the contract, you’ll be able to voice what you need better.

What’s The Difference In SEO Services Between An Agency And A Freelancer?

SEO services fall into 3 categories:

• Freelance consultant/specialist: This is what I do — I don’t work for an agency. I am well-versed in SEO and enjoy helping small businesses grow.
• SEO Agency: This is an agency that only offers SEO services. In comparison to a full-service agency, SEO agencies are usually more specialized in the types of SEO services they offer.
• Full-Service SEO agency: This is a company that offers all sorts of services: web design, SEO, paid to advertise, etc. Though these companies are built of experts, you are paying more due to the experience level. These companies cater to bigger businesses due to this cost.

The main difference between an agency and an SEO freelancer is cost. Agencies have headquarters, expensive coffee machines, assets, software subscriptions, along with employee expenses. This adds up to a lot of money and that cost is pushed on their clients. 

On the other hand, though freelancers have costs as well, freelancers have much fewer expenses overall when compared to an agency. So, the freelance SEO retainer cost will be lower.

What’s The Average Cost Of A Monthly SEO Retainer? Why Does SEO Cost A Lot?

When choosing an SEO retainer, cost plays an enormous role. Check out this in-depth SEO pricing case study from Ahrefs. 

From this study, the average monthly retainer cost was $2,501-$5,000. Check out the article linked above for the full pricing breakdown by region, agency/freelancer rates, and pricing percentiles. 

As a small business owner, you may think that SEO costs a lot. And honestly, you’re right.

Marketing in general costs a lot more than many small business owners expect. A large part of this is because its specialized information and lead generation is a critical part of any business. 

Are SEO Retainers A Waste Of Money For Your Small Business?

I don’t consider SEO retainers as a waste of money in general — but it could be for your unique situation. The truth is, SEO retainers don’t suit everyone. SEO strategies aren’t a one size fits all solution.

Here are 2 situations where an SEO retainer will not work for you:

1. You know nothing about SEO: As we’ve already covered, SEO is a vital part of a long-term marketing strategy. But, if you don’t understand what SEO is or what it can do for your business, an SEO retainer isn’t right for you. You’re setting yourself up to be taken advantage of and you won’t know what you need and what to ask for.
2. You just launched your small business: When you start a business, it’s natural to feel overwhelmed. You’re trying to be acting on every social media platform, learning business terms late at night, and making your actual product. If this sounds familiar, you need to prioritize the short term and become profitable (or closer to it) before you start a new strategy on how to acquire leads. I recommend mastering paid marketing first and taking some time to learn about SEO in your free time.

3 Tips On How To Get The Most Out Of Your SEO Retainer

It’s impossible to get everything perfect on the first try, but we’re going to try anyway! If you’re interested in an SEO retainer, here’s how to get the most out of it.

1. Understand SEO Lingo

I keep mentioning this, but I’m going to say it one last time: you need at least a basic understanding of SEO before inquiring about SEO services. 

When working with your SEO provider, make sure you know exactly which services and maintenance you’ll be receiving each month. 

2. Get Regular SEO Reports

Once you sign the SEO retainer contract, don’t let that be the end of your SEO involvement. Make sure you’re sent SEO reports and updates to your inbox regularly.

3. Start With An SEO Audit

Before engaging in SEO, make sure you know where your website stands first. Then, from there, you can narrow down the necessary work that needs to be finished. 

The Takeaway

Overall, SEO retainers are an excellent way to rank higher in search engines and increase your organic traffic. However, they are a long-term strategy that may not suit the needs of your small business at this time.

If you’re interested in freelance SEO services, check out what I can do for you! I have over 3 years of consulting and SEO implementation experience. I have helped many small businesses just like yours get set up and generate leads from Google.