Navigating Monthly SEO Retainers: A Case Study from an E-Commerce Client
In my recent experience, I had the opportunity to provide a one-time SEO service for an e-commerce client, which resulted in a remarkable 252% increase in sales and a 162% boost in organic search clicks within just three months. Their e-commerce site had minimal optimization prior to my involvement, which made the initial improvements quite impactful. While I am thrilled with the results, the client is now seeking a quote for ongoing monthly SEO services, leaving me contemplating what to charge.
Initially, I conducted a straightforward on-page optimization, addressing fundamental elements such as titles and meta descriptions, with a particular focus on helping them rank for a specific product and their brand name. Given the substantial growth achieved, it’s only natural that they want to maintain and build on this momentum.
Setting the Right Expectations
While I have a full-time position in the iGaming and sports betting sector, this project has sparked questions about my pricing strategy for ongoing seo services. Recognizing that they may now expect similarly extraordinary growth every few months, I am reluctant to set unrealistic benchmarks that could lead to client dissatisfaction. In my previous agency roles, I’ve encountered this exact scenario where clients become accustomed to significant gains and become disappointed when that pace is unsustainable.
Exploring Monthly seo Options
Link building is an avenue I’d recommend as a next step, but I understand that effective link-building strategies come with a hefty price tag. I suspect the client might not be ready or willing to invest at that level, which raises concerns about how to align services with their budget expectations.
Moreover, pricing for services like keyword research or the gamut of offerings often included in agency retainers feels ethically complicated. I aim to provide clear, honest value without overloading them with services they may not fully benefit from—especially given my substantial hourly rate compared to what most small businesses can afford.
Finding a Balanced Approach
As I consider next steps, I’m aware I need to find a balance. I take pride in my 15 years of seo experience, and it’s crucial to value my expertise without succumbing to feelings of self-doubt or imposter syndrome.
If I decide to provide a quote, it will require careful consideration of the services they truly need versus the expectations I want to set. I want to ensure that they understand the realities of ongoing SEO work—especially the incremental nature of growth over time.
Seeking Insights from Fellow SEOs
I invite fellow SEO professionals to share their thoughts and experiences on how best to approach this situation. How do you price your services for ongoing SEO? What strategies do you implement to ensure clients maintain realistic growth expectations? Your insights could provide invaluable guidance as I navigate this new phase with my client.
By engaging in this conversation, we can collectively enhance our understanding of client relations, pricing strategies, and sustainable growth in the SEO landscape.
2 responses to “Did a one-time SEO for a client, boosting sales. Now they seek monthly services—what’s my rate?”
It’s fantastic to hear about the significant success you’ve achieved with your client’s e-commerce site through your once-off SEO optimization. The impressive increase in sales and organic search clicks certainly underscores the value of effective SEO practices. As they are now seeking a quote for ongoing monthly SEO services, it’s essential to approach this situation thoughtfully and strategically.
Setting a Monthly seo Rate
Evaluate Your Value Proposition: Given your extensive experience (15 years in the seo field), you bring considerable expertise. Your ability to deliver measurable results sets you apart from many Digital Marketing providers. This expertise should reflect in your pricing. While you mentioned your hourly rate is high for small businesses, consider an approach that emphasizes value delivered rather than just hours worked.
Determine the Scope of Services: Outline what ongoing seo services you are willing to provide. This could include:
Link Building Strategy: You can suggest a scaled approach to link building that focuses on securing high-quality backlinks while remaining cost-effective. This could include guest blogging, outreach, and leveraging existing connections.
Choose a Pricing Model: You might consider:
Performance-Based Pricing: Depending on your client’s willingness to invest, you could structure a portion of your fee based on achieving specific SEO goals. This might involve benchmarks related to traffic increases or sales, which can further align incentives.
Educate Your Client on Realistic Expectations: It’s crucial to communicate to your client that the type of extraordinary growth they experienced initially isn’t typically sustainable long-term without continuous effort and strategy refinement. Setting realistic milestones (e.g., incremental growth, improved keyword rankings, developing brand authority) can help manage expectations and foster a stronger partnership.
Consider a Scalable Approach: You could start with a lower initial monthly fee that gradually increases as you implement additional strategies and demonstrate the ongoing value. For example, begin with essential services and add more comprehensive tactics (like focused link-building campaigns) after establishing a rapport and demonstrating the potential returns on investment.
Practical Advice Moving Forward
Create a Customized Proposal: Develop a comprehensive SEO proposal tailored to their specific needs, highlighting the potential return on investment. Be transparent about what you can achieve and the realistic nature of SEO.
Document Your Processes: This serves two purposes: you’ll have a clear reference point for what your quote includes, and it establishes your credibility. From initial audits to ongoing reporting, detailed documentation can help demonstrate your professionalism and the value offered.
Utilize Client Relationship Tools: Since client relationships can be challenging, consider using client management tools that help track communications, project progress, and milestone achievements. Tools like Asana, Trello, or even dedicated SEO software like SEMrush or Moz can keep both you and the client aligned on goals.
Addressing Imposter Syndrome
It’s natural to feel hesitant when transitioning from a one-off project to ongoing work, especially considering you don’t rely on this income. However, it’s important to recognize your qualifications and the success you’ve already delivered. Trust in your abilities and ensure you’re compensated fairly for your expertise.
Keep in mind that each situation is unique, and finding the right balance between what you offer and what your client can afford is key. Remember, effective communication and mutual understanding with your client will lead to a more fulfilling working relationship for both parties. Best of luck!
This is a fascinating scenario that highlights a common crossroads many SEOs encounter, particularly when their initial efforts yield impressive results. First off, congratulations on the success you’ve achieved for your client—it speaks volumes about the effectiveness of your strategies!
When it comes to determining your rate for ongoing services, transparency is key. Consider creating a tiered pricing model that allows the client to choose the level of service they want to invest in. Communicate the long-term nature of SEO—it’s often about incremental growth and sustained efforts rather than explosive results month over month.
In your discussions, it’s also beneficial to set clear KPIs aligned with the client’s objectives, which will provide a realistic framework for measuring success. This could include metrics like organic traffic growth, keyword rankings, or conversion rate improvements, rather than focusing solely on percentage increases in sales.
Additionally, emphasizing education can empower your client to have a better understanding of the SEO process and the time it typically takes to see substantial changes. This way, you can create a relationship built on trust.
Lastly, regarding link building and other advanced strategies, consider suggesting a phased approach. Start with basic enhancements and gradually introduce more complex services like link-building when the client is ready, both financially and strategically. This can help manage their expectations while still guiding them towards the overall growth they desire.
Looking forward to seeing how your pricing strategy evolves!