Search Engine Optimization (SEO) is a critical component of large and small business digital marketing strategies alike, but it can also be one of the most expensive aspects. In this article, we’ll explore the various factors that contribute to the cost of SEO and why it’s worth investing in despite the high price tag.
Covered in this article: Why SEO Is So Expensive | 1. SEO Is Complex | 2. There Are Constant Changes in SEO | 3. Quality Content Takes Time and Research | 4. Link Building Is Important and Difficult | 5. Analytics Platforms Come at a Cost | 6. Local SEO Is Highly Competitive | Takeaway: Why SEO Is Expensive
Why SEO Is So Expensive
Once, while mentioning to friend that I was an SEO specialist, I was asked if that simply entails Google searching a company’s name until they started to rank first. This reductive view of search engine optimization is likely why an entrepreneur like yourself may get sticker shock while shopping for and choosing an SEO agency. While “expensive” is subjective and doesn’t necessarily hint at a universal price, the following six factors demonstrate why a quality SEO company may quote you more than expected.
1. SEO Is Complex
One of the main reasons SEO is so expensive is the complexity of the process. SEO involves many different components, including keyword research, technical optimization, content creation, link building, and analytics. Each of these components requires specialized knowledge and skills, which can be difficult to come by.
Keyword research, for example, requires an understanding of how people search for products or services online and how search engines interpret those queries. Technical SEO, on the other hand, requires knowledge of how to properly structure a website to ensure it is easily crawlable by search engines. Even the most tech savvy entrepreneurs sometimes find that their site is not showing up in Google search, and it’s a technical optimization matter that can be easily resolved by an SEO professional. Content creation, link building, and analytics all require their own set of skills and expertise.
2. There Are Constant Changes in SEO
Another reason SEO is expensive is that it is a constantly evolving field. Search engines like Google are constantly updating their algorithms, which means SEO strategies that worked well in the past may no longer be effective. This requires SEO professionals to stay up-to-date with the latest changes and adjust their strategies accordingly.
According to Neil Patel, a leading digital marketer, “Google makes over 500 algorithm updates each year. That means SEOs have to stay on top of a lot of changes to make sure their clients’ sites are still ranking well.” This constant need for updates and adjustments can be time-consuming and costly.
3. Quality Content Takes Time and Research
One of the most important components of SEO is creating high-quality content that is relevant to your audience. However, producing high-quality content takes time and effort, which can be costly.
According to an article published on Forbes, “quality content is the backbone of any effective SEO campaign. It takes time, effort, and resources to create high-quality content that resonates with your target audience and provides value to them.”
It takes anywhere between 4 and 8 hours to research, write, and publish a quality piece of content with a reasonable expectation of ranking in Google search. The key part of a good content marketing strategy is consistency. Rather than 4-8 hours per article in isolation, you need to consider that time investment several times per month over the course of several years. Any less, and SEO results are not guaranteed.
4. Link Building Is Important and Difficult
Another important aspect of SEO is link building, which involves getting other websites to link to your site. This can be challenging and time-consuming, as it requires building relationships with other websites and creating high-quality content that other sites want to link to. Learning how to build links to your website can be taught from an experience specialist with relative ease, but it is extremely difficult to actually get a link placed on a third-party site. This process is akin to a sales job, but instead of selling a valuable product, you’re trying to convince another website manager to give away some of their SEO value.
According to a study by Ahrefs, a leading SEO tool provider, “the average cost of link building services is between $75 and $150 per hour. This means that a simple link building campaign can cost between $3,000 and $6,000.” At rates like this, is hiring an SEO company worth it? After considering that B2B companies have reported an average ROI of around 13%, we can answer that with an emphatic YES.
5. Analytics Platforms Come at a Cost
An important part of SEO is tracking and analyzing data to see what is working and what isn’t. This includes monitoring website traffic, bounce rates, conversion rates, and other metrics. However, the cost of tools and platforms that can provide such analytics can be significant.
According to a study by the Content Marketing Institute, “the average cost of marketing automation software is $1,200 per year, and that doesn’t include the cost of hiring an expert to analyze and interpret the data.” Further, there is some disparity between typical website analytics tools and specialized SEO tools that help you check your Google keyword ranking on a regular basis. Search marketing agencies will generally have access to these tools, giving you advanced insights for only a fraction of the cost of an individual license.
6. Local SEO Is Highly Competitive
Local SEO is a separate category from general SEO, where the focus is on optimizing your website for local search results. This can be more expensive than general SEO, because it involves building citations, reviews and ensuring that your business is listed on local directories.
According to a study by Local SEO Guide, “the average cost of local SEO services is between $500 and $2,000 per month.”
Takeaway: Why SEO Is Expensive
SEO can be a costly investment, but it is a necessary one for businesses that want to succeed online. It takes time, expertise, and resources to create a comprehensive SEO strategy that will drive results. However, the cost of SEO is worth it in the long run as it can help to increase website traffic, generate leads, and drive sales.
It’s important to keep in mind that SEO is an ongoing process and requires regular monitoring, maintenance, and updates. As such, it’s important to have a clear understanding of the costs involved, and be prepared to invest in it to see the long-term benefits.
In conclusion, SEO is not cheap, but it is necessary for a business to be visible online. With the right strategy and expert execution, the investment in SEO can pay off in the long run, bringing in more traffic, leads and ultimately sales.