One of the most common questions we get asked is "How much does SEO cost?" The answer, frustratingly, is "it depends." But that doesn't mean we can't provide useful guidance on what to expect and how to evaluate SEO pricing in Australia.
The Quick Answer
SEO services in Australia typically range from:
- Budget: $500-$1,000/month (limited scope, often automated)
- Mid-range: $1,500-$3,500/month (comprehensive services for SMEs)
- Premium: $5,000-$15,000/month (enterprise-level, competitive industries)
- Project-based: $3,000-$30,000+ (audits, one-time optimisation)
But these numbers mean nothing without context. Let's break down what actually affects SEO pricing.
Factors That Affect SEO Pricing
1. Your Industry and Competition
SEO for a local bakery in Ballarat is vastly different from SEO for a personal injury lawyer in Sydney. The legal industry, finance, insurance, and medical sectors are notoriously competitive—ranking for "personal injury lawyer Sydney" requires significantly more investment than "bakery Ballarat."
High-competition industries often require:
- More content production
- Aggressive link building
- Longer timeframes to see results
- Higher-quality, more authoritative content
2. Current Website Status
A brand-new website with no existing authority requires different work than an established site with years of content and backlinks. Sites with technical issues, penalties, or previous bad SEO work may need remediation before growth-focused activities can begin.
3. Geographic Scope
Targeting a single suburb requires less work than targeting all of Australia. National SEO campaigns typically cost 2-3 times more than local campaigns due to the broader keyword targeting and content requirements.
4. Service Scope
What's included varies dramatically between agencies. Some "SEO" packages are little more than monthly reports, while comprehensive services include:
- Technical SEO auditing and implementation
- On-page optimisation
- Content creation and optimisation
- Link building and digital PR
- Local SEO and Google Business Profile management
- Analytics and conversion tracking
- Regular reporting and strategy calls
What You Get at Each Price Point
$500-$1,000/month (Budget)
At this price point, expect limited, often automated services:
- Basic on-page optimisation
- Monthly reporting
- Limited keyword targeting (5-10 keywords)
- Minimal content creation
- Basic citation building
Best for: Very small businesses, low-competition local markets, businesses just starting with SEO.
Realistic expectations: Minor improvements over 6-12 months in non-competitive markets.
$1,500-$3,500/month (Mid-range)
This is where most serious SME SEO happens:
- Comprehensive technical SEO
- Detailed keyword research and strategy
- 2-4 pieces of quality content per month
- Active link building
- Local SEO management
- Regular strategy calls
- Competitor analysis
Best for: Established businesses wanting meaningful growth, moderately competitive industries.
Realistic expectations: Significant ranking improvements over 6-12 months, measurable traffic and lead growth.
$5,000-$15,000/month (Premium)
Enterprise-level SEO with dedicated resources:
- Dedicated SEO strategist
- Extensive content production (8+ pieces per month)
- Aggressive link building and digital PR
- Advanced technical optimisation
- Conversion rate optimisation
- Multi-location or national targeting
- Detailed monthly reporting with executive summaries
Best for: Large businesses, highly competitive industries, national campaigns, e-commerce.
Realistic expectations: Market-leading results over 12-24 months, substantial business impact.
Red Flags in SEO Pricing
Be wary of providers who:
- Guarantee rankings: No one can guarantee specific positions—Google's algorithm isn't controllable
- Offer suspiciously low prices: Quality SEO requires significant time from skilled professionals
- Lock you into long contracts: Reputable agencies don't need 12-month lock-ins
- Won't explain their methods: Transparency about what work is being done is non-negotiable
- Promise instant results: SEO typically takes 3-6 months to show meaningful results
- Don't talk about content: Modern SEO is largely about quality content
How to Evaluate SEO Value
Rather than focusing solely on price, consider:
Expected ROI
What's a new customer worth to your business? If your average customer lifetime value is $5,000 and SEO brings you 10 new customers per month, the $3,000/month investment delivers significant returns.
Experience and Expertise
Has the agency worked in your industry? Do they have case studies demonstrating results? An experienced agency charging more often delivers better ROI than a cheap generalist.
What's Actually Included
Compare like-for-like. A $2,000/month package including content creation, link building, and technical SEO is better value than a $1,500 package that only includes basic optimisation.
Communication and Reporting
Will you have a dedicated point of contact? How often will you receive updates? Quality communication is part of what you're paying for.
Questions to Ask Before Signing
- What specific activities will you perform each month?
- How do you approach link building?
- What's your content creation process?
- How do you measure and report success?
- What's a realistic timeline for results?
- Can I see case studies from similar businesses?
- What's your team structure—who will work on my account?
- What happens if I want to cancel?
The Bottom Line
SEO is an investment, not an expense. The cheapest option rarely delivers the best results, and the most expensive option isn't always necessary.
For most Australian SMEs, a $1,500-$3,500/month investment with a reputable agency delivers meaningful results over time. The key is finding an agency that's transparent about what they do, realistic about timelines, and genuinely invested in your success.
Remember: if an SEO offer seems too good to be true, it probably is. Quality SEO requires expertise, time, and consistent effort—all of which cost money.