Updated September 2026 · Written and maintained by the Progression Agency strategy team
The questions to ask before signing, how to compare two proposals without collapsing into price, how to check the claims made about past results, how long the work really takes, and the contract clauses that matter more than the fee.
On this page · 14 sections
- What it costs, briefly, and where the full answer lives
- How to compare two proposals side by side
- How to check the claims made about past results
- Is SEO worth it?
- How long does SEO take to work?
- The questions to ask before signing anything
- Red flags, in order of how much they should worry you
- Contracts: term length, notice and what you keep
- What good reporting actually contains
- SEO, local SEO and AEO: three jobs sold under one word
- Why directories hold the top of almost every agency search
- Does hiring locally change the price or the result?
- What any quote needs from you to be honest
- Running a ninety-day trial instead of a long commitment
The short answerAsk where the site currently ranks for the terms being proposed, measured and dated, and which sites hold those positions today. Everything else in a proposal can be written without opening the website, so that one answer separates work that has been looked at from a template. Then judge the rest on whether it names what will NOT be done, defines which single action counts as a lead, says what happens in month two if month one is flat, and leaves the accounts and content with the business. Nobody can honestly give a date for results.
Search volumes, cost per click and difficulty scores on this page were measured in Ubersuggest for the United States in September 2026 and are shown as measured. No market price benchmarks are quoted, because no reliable public source for them exists.
What it costs, briefly, and where the full answer lives
Enough to judge a quote. The detailed pricing breakdown is a separate subject.
There is no market rate, because the work sold under one word covers repairing an uncrawlable site, writing dozens of pages, fixing a business listing and building measurement that does not exist yet. The variables that decide a number are the starting technical state, how many pages are needed, how contested the terms are, who writes the content, how quickly changes can be approved, and how many markets are involved. A quote that has not asked about those was not calculated. The models, the bands and the method for working out a ceiling from your own figures are set out in full in the SEO pricing guide and in SEO packages and pricing; this page is about the rest of the decision, which is the part that costs people the most when they get it wrong.
The one figure to work out before reading any quote
Gross profit on an average customer multiplied by the share of enquiries that become customers gives the value of a single enquiry. Multiply that by how many extra enquiries a month would genuinely be worth having, and you have the monthly value the work must create. A fee is only judgeable against that number, never against someone else’s budget.
Why the cheapest proposal is often the most expensive
Not because low fees always mean poor work, but because the cheapest proposal is usually the one with the least defined scope. Undefined scope resolves into either very little happening or everything being billed as an extra.
How contested a term is, measured rather than asserted
Cost per click is the clearest public proxy, because it is what advertisers will pay for one visit. Measured in September 2026, local seo pricing carried a cost per click of $24.86 against $7.71 for ecommerce seo pricing. The organic work behind those two is competing with very different levels of spend, which is why one scope cannot carry one price.
| Search term | Monthly US searches | Cost per click | Difficulty (0-100) |
|---|---|---|---|
| seo pricing | 2,900 | $16.59 | 49 |
| seo pricing package | 1,600 | $11.03 | 46 |
| seo pricing packages | 720 | $19.37 | 20 |
| seo contract agreement | 480 | $12.79 | 41 |
| how long does seo take to work | 390 | $2.79 | 48 |
| local seo pricing | 320 | $24.86 | 34 |
| seo contract | 260 | $11.60 | 39 |
| website seo pricing | 260 | $19.32 | 46 |
| is seo worth it | 210 | $16.15 | 30 |
| seo contract template | 210 | $1.53 | 39 |
| seo pricing and plans | 170 | $48.39 | 26 |
| how long does seo take | 170 | $12.89 | 48 |
| monthly seo pricing | 140 | $21.77 | 34 |
| seo pricing model | 140 | not measured | 30 |
| how to choose an seo company | 140 | not measured | 33 |
| is seo worth it for small business | 110 | $24.58 | 42 |
| ecommerce seo pricing | 110 | $7.71 | 22 |
| white label seo pricing | 90 | $31.51 | 19 |
| small business seo pricing | 40 | $18.35 | 48 |
| enterprise seo pricing | 40 | not measured | 34 |
| questions to ask seo agency | 30 | not measured | 18 |
| affordable seo pricing | 30 | not measured | 23 |
How to compare two proposals side by side
Most comparisons collapse into price because nothing else in the documents lines up.
| Compare | Why this order | What a weak proposal looks like here |
|---|---|---|
| The measured baseline | Nothing later can be verified without it | Absent, or stated as a target instead |
| What is excluded | Exclusions reveal method; inclusions reveal marketing | No exclusions at all |
| The lead definition | Different definitions make cost per lead meaningless | “We’ll track it in Analytics” |
| Where AEO sits | Folded in or priced separately changes both totals | A separate fee with no distinct tasks named |
| The month-two answer | Distinguishes a method from hope | No answer, or “results take time” |
| What you keep at the end | Decides whether the spend leaves an asset | Accounts created under the agency’s login |
| The totals | Least comparable item, so read it last | Read first, which is how comparisons go wrong |
Why price should be read last
Two totals are only comparable once the scopes behind them are. Reading price first anchors every subsequent judgement to a number that may be covering entirely different work.
What to do when one proposal has no baseline
Ask for it before comparing anything. If it does not arrive, the comparison is between one measured plan and one unmeasured claim, which is not a comparison.
How to check the claims made about past results
Three checks that need no special access and take about fifteen minutes.
| Claim | How to check it | What a good answer looks like |
|---|---|---|
| “We ranked a client number one” | Ask for the term, the market and the month | A specific term you can search yourself |
| “Traffic grew by X%” | Ask what the starting number was | A base figure, not only a percentage |
| “We work with businesses like yours” | Ask which ones, and what the work was | Named work with a describable scope |
| “We’re partners with a platform” | Check the platform’s own partner directory | A listing you can find independently |
| “Award winning” | Ask which award, which year, awarded by whom | A body you can look up |
Why percentages without a base are meaningless
Growth from four visits to twelve is a two hundred per cent increase. Percentages describe the shape of a change, not its size, so the starting number is the part that carries the information.
Why a specific term beats a screenshot
A ranking screenshot is a moment, taken from one location on one device. A named term and market is something you can check yourself, now, from where you are.
Is SEO worth it?
The conditions under which it is, and the conditions under which it is not.
When it clearly is
When people are already searching for what you sell, when a customer is worth enough to justify a months-long payback, and when you can service more work than you currently get. Under those three conditions the question is only which terms and how fast.
When it clearly is not
When nobody searches for the category yet, when the business cannot survive the months before results, or when the enquiries you already get are not being converted. In the third case more traffic amplifies an existing problem rather than solving one.
The honest middle case
Most businesses are in it: the demand exists but is smaller than expected, and the winnable terms are further down the list than the obvious one. That is still worth doing, but it needs the demand measured first rather than assumed.
| Signal | Points toward | Why |
|---|---|---|
| People search your category by name | Worth doing | Demand exists and can be measured |
| High customer lifetime value | Worth doing | A long payback is affordable |
| You can handle more work | Worth doing | Capacity converts traffic into revenue |
| Category has no search volume | Reconsider | You would be creating demand, not capturing it |
| Enquiries already go unconverted | Fix first | More traffic magnifies the leak |
| Need revenue within eight weeks | Wrong channel | Ranking does not move that fast |
How long does SEO take to work?
The least satisfying answer, and the most important one to settle before signing.
Nobody can give you a date. Ranking depends on what competitors do, how much authority a site already has, and how often it is recrawled. None of those are controlled by whoever is doing the work, so a specific month is either a guess or a sales tactic. What can be described honestly is the shape.
The shape, in order
Technical fixes show fastest, sometimes within weeks. Newly published pages must be crawled and indexed before they can rank at all, and that is frequently the real bottleneck. Long-tail positions follow. Competitive head terms take many months, and authority changes slowest of all.
What should be visible at ninety days even so
Pages being indexed, impressions rising even without clicks, and positions moving from page five toward page three. Those are leading indicators. Their complete absence at ninety days is a genuine warning sign; a lack of clicks at ninety days is not.
The most common and most expensive mistake
Stopping in month two. The period where nothing appears to happen is not evidence that nothing is happening, and it is exactly when most engagements are cancelled, converting a slow investment into a total loss.
| Timeframe | Reasonable to expect | NOT evidence of failure |
|---|---|---|
| Weeks 1-4 | Technical fixes live; pages being crawled | No ranking movement at all |
| Month 2 | Impressions for terms you did not appear for | Still no clicks |
| Month 3 | Positions moving page 5 toward page 3 | No page-one position yet |
| Month 6 | Page one on easier terms; first enquiries | Head term still unreached |
| Month 12 | A realistic shot at competitive terms | Anything, provided leading indicators moved |
Want this done for your site?We build and maintain the search, content and paid programmes described on this page.
The questions to ask before signing anything
Six of them. The first one does more work than the other five combined.
Ask where the site currently ranks for the terms being proposed, measured and dated, and which sites hold those positions today. Everything else in a proposal can be written without opening the website; that answer cannot.
- Where does this site rank for the proposed terms today, measured and dated?
- Which sites hold those positions now, and what are they doing that this site is not?
- What will you NOT do? An offer with no exclusions has no method behind it.
- Which single action counts as a lead, and how is spam excluded from it?
- What happens in month two if month one is flat?
- What do I keep if this ends: the accounts, the content, the tracking?
Why a start point matters more than a target
Without a measured baseline nobody can later prove anything moved. Proposals that open with targets and never state a starting position are avoiding exactly that comparison.
Why naming the competitors is the real test
Anyone can write an industry and a city into a document. Naming the three sites currently ranking, and saying what they are doing, requires someone to have looked. It takes ten minutes and most proposals skip it.
What a good answer sounds like
Specific and slightly discouraging: closer to “you are position 34, the top three are all directories, and the realistic target is the four questions underneath that term” than “we’ll get you to page one”.
Red flags, in order of how much they should worry you
Some are dealbreakers. Others are only questions that need answering.
- A guaranteed ranking. Nobody controls the systems that decide this, so a guarantee is either a misunderstanding or a manipulation.
- No measured start point, which makes anything unprovable later.
- No stated exclusions, which means the scope is whatever is convenient.
- Vague attribution. Ask which single action counts as a lead and how spam is excluded.
- A flat price with no variables behind it. It was chosen to be accepted, not calculated.
- Reporting that is only a list of rankings, which is the easiest report to produce and the least connected to revenue.
- Ownership of accounts or content resting with the agency rather than the business.
Contracts: term length, notice and what you keep
The parts of an agreement that matter more than the fee.
| Clause | Why it matters | A reasonable position |
|---|---|---|
| Minimum term | Ranking takes months, so very short terms suit nobody | A stated term with a defined review point inside it |
| Notice period | Decides how quickly you can stop | Notice proportional to the term, stated in days |
| Scope definition | The single biggest source of dispute | Named deliverables plus what is explicitly excluded |
| Ownership of content | Decides what survives the engagement | Content and pages belong to the business |
| Ownership of accounts | Analytics and search accounts hold the history | Accounts created in the business’s own name |
| Reporting cadence | Sets the rhythm of accountability | A fixed schedule, with what the report contains defined |
| Price review | Prevents surprise increases | Any change stated in advance with notice |
Why a long term is not automatically a bad sign
Given how long ranking takes, a term that is too short guarantees the engagement ends before the work could have produced anything. What matters is what happens inside the term: whether there is a review point, and whether the work is visible rather than only the invoice.
The clause most often missed
Account ownership. Analytics, search console and business listing accounts hold the entire history of what happened. Created under someone else’s login, they leave with them, and the history is not recoverable.
What good reporting actually contains
If only one thing changes about an existing arrangement, make it this.
| Useful | Looks useful but is not | Why |
|---|---|---|
| Enquiries by source | Sessions | Sessions are the easiest number to move and the least tied to revenue |
| What changed and what it produced | A dashboard export | An export shows numbers, not decisions |
| Positions grouped in bands | A list of exact ranks | Exact ranks vary by searcher and location |
| What did not work | Only wins | A report with no failures is not being written honestly |
| Next period’s specific plan | “Continue optimising” | A plan that could be copied to any client is not a plan |
The five-minute test
A report should be readable in five minutes by someone who does not do this work. If it requires explanation to be understood, it is being used to occupy space rather than to inform a decision.
Why exact rank lists mislead
Results vary by location, device and search history, so a single reported position is one sample from a distribution. Bands, and the direction of travel between them, carry the information that a precise-looking number does not.
SEO, local SEO and AEO: three jobs sold under one word
Worth separating before buying any of them, because they are priced separately.
| What it targets | When it is the priority | How it is measured | Typical pricing signal | |
|---|---|---|---|---|
| SEO | Organic positions for service terms | Selling beyond one metro | Positions, then enquiries by source | Scales with page volume and competition |
| Local SEO | Map results and proximity placement | Most buyers within driving distance | Calls and direction requests | Scales with number of locations |
| AEO | Being named in AI assistant answers | Buyers research by asking rather than searching | Whether you are named, tested with fixed prompts | Rarely a separate line; shares the SEO foundation |
Why AEO cannot honestly be quoted with a search volume
Keyword tools count searches typed into a search engine. They cannot count questions asked of an assistant, and no reliable public source does. Any AI search volume in a proposal is extrapolated from a private sample. What can be measured is whether a business is named when the question is asked, which is a test anyone can run in a few minutes with fixed wording.
Why they are not alternatives to each other
They share a foundation: a site that can be crawled, answers questions directly, and carries consistent business details. The difference is only where effort goes once that foundation exists, which is why AEO priced as a wholly separate product deserves a question about what work it contains that the SEO work does not.
What that means for comparing two quotes
If one quote separates AEO into its own fee and the other folds it in, the totals are not comparable until you ask both what specific tasks sit under that heading.
Why directories hold the top of almost every agency search
Useful context before judging anyone by where they rank for their own category.
They are built for exactly that query
Large directories exist to answer “who are the agencies in X”. They carry substantial authority, update constantly, and maintain a page for every location and service combination. Competing with them head-on for the category term is a poor use of effort for almost anyone.
Which makes that search a weak test
Judging by whether someone outranks a directory for their own category term is close to meaningless. A better test is whether they rank for the specific questions their buyers ask, which is harder to fake and closer to the work you would be buying.
Listings still cost money on a recurring basis
A directory listing is a citation and a referral source, and it is not a substitute for being findable independently. The distinction matters when a quote includes directory spend inside the fee.
Does hiring locally change the price or the result?
The question every location-based search is really asking.
What proximity genuinely helps with
Knowing which competitors are already visible in a market, which directories that sector uses there, and how buyers in the area phrase what they need. That knowledge is real, and it comes from having looked rather than from an address.
What it does not help with
The work itself, which is identical from anywhere. Technical fixes, content and measurement are not improved by proximity, and rates vary more by scope than by geography.
The test that replaces the question
Rather than asking where someone is based, ask them to name the competitors ranking in that market and explain what those competitors are doing. Someone local who cannot answer is no better than someone remote who can.
Rather than asking where someone is based, ask them to name the competitors ranking in that market and explain what those competitors are doing.
What any quote needs from you to be honest
Six inputs. Without them, a number is invented rather than calculated.
- Which areas are actually served, and whether you travel to customers.
- Which services carry the margin, because those are the ones worth ranking.
- Close rate by source, which changes every recommendation that follows it.
- What a customer is worth in gross profit rather than revenue.
- What has already been tried, by whom, and what happened.
- Whether the website can be changed freely, or whether every change needs approval elsewhere.
Why site access matters more than platform
Whether a site runs on one platform or another matters far less than whether changes go live this week or need three approvals. That single fact decides how long everything takes and therefore what it costs.
Why “what has been tried” is worth stating plainly
Previous work leaves traces: pages, links, redirects and tracking that either help or need undoing. A quote made without knowing that history is pricing an unknown quantity of repair.
Not sure which of these applies to you?Tell us the situation and we will say plainly what we would do first, and what we would not.
Running a ninety-day trial instead of a long commitment
A better structure than either a short contract or a leap of faith.
- Agree the measured baseline first, in writing, with a date on it.
- Pick a small set of realistically winnable terms rather than the head term.
- Agree the leading indicators: indexing, impressions, position bands.
- Set the review at ninety days and agree in advance what would count as enough to continue.
- Keep every account and everything produced in the business’s own name.
Why ninety days and not thirty
Thirty days is not long enough for new pages to be crawled, indexed and settle into a position, so a thirty-day trial reliably produces a negative result regardless of the quality of the work.
What should count as success
Something verifiable without help: pages indexed, impressions rising, positions moving between bands. If success is defined only by a number one side produces, the review is not a review.
Getting found in search
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AI, AEO and what is changing
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- AEO agency: how to choose one
- What is AEO? Defined
- AEO services: what you receive
- AEO audit: the full checklist
- AI search optimization: two engines
- AEO tools: which class you need
- LLM visibility: what it measures
- Why AI recommends your competitor
- AEO search landscape: original dataset
- How AI search works: the pipeline
- How to get cited by AI: nine moves
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- How long AEO takes
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- Free tool: AI crawler access checker
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- Human Design coaching explained
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A free proposal that states where the site ranks today for the terms that matter, which sites hold those positions, and which of them are realistically winnable from that starting point. The measurement comes before any number.
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Getting found in search
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Paid media and lead generation
Websites and design
Choosing and working with an agency
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Frequently asked questions
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What questions should I ask an SEO agency?
How do I compare two SEO proposals?
Why should a proposal say what will NOT be done?
How can I check the results an agency claims?
How much does SEO cost?
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Why is the cheapest proposal often the most expensive?
Is local SEO more expensive than regular SEO?
Is SEO worth it?
Is SEO worth it for a small business?
How long does SEO take to work?
What should be visible after ninety days?
What is the biggest mistake businesses make?
What questions should I ask an SEO agency?
Why does the first question matter so much?
Why should a proposal say what will NOT be done?
What are the red flags in an SEO proposal?
Why can nobody guarantee rankings?
Should I sign a twelve-month SEO contract?
What should an SEO contract include?
Which contract clause is most often missed?
What should an SEO report contain?
Why is a list of rankings a poor report?
What is the difference between SEO, local SEO and AEO?
Can anyone tell me the search volume for AI questions?
Does hiring a local agency cost more?
Can I run a short trial instead of committing?
What happens to rankings if I stop?
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