How Much Does It Cost to Hire an SEO Company in 2025? (Updated for Google AI Mode)

Updated May 26, 2025

The SEO landscape is undergoing its biggest shift in decades. Google’s introduction of AI Mode – a fully generative search experience – has dramatically altered how people find information. After 27 years of traditional search, many queries now receive instant AI-generated answers on the results page itself. In 2024, 60% of Google searches never left the search engine results page (SERP), meaning the majority of users found what they needed without clicking any website.

Fast forward to 2025, and Google’s AI Overviews now appear on about 40% of search queries. These AI-generated summaries pull information from a handful of cited sources (often around five links), delivering quick answers directly in the SERP. The result? A steep decline in organic traffic for sites that aren’t featured.

In short, simply ranking on page one is no longer enough if your content isn’t part of the AI answer.

This upheaval doesn’t mean SEO is dead, but it does mean that SEO strategies and costs are evolving. Businesses must now optimize not just for traditional blue-link rankings, but also for visibility in AI-driven results. That requires a broader approach – from more comprehensive content and structured data to authority-building across the web. Naturally, this expanded scope impacts the price of professional SEO services.

So, how much does it cost to hire an SEO expert who can navigate this new landscape? The answer still depends on various factors (like your provider’s type, your market competitiveness, and goals), but expectations are shifting upward as providers deliver more than ever before. In this updated guide, we’ll break down the factors influencing SEO costs in the age of AI, the types of SEO providers – from freelancers to AI-ready agencies – and what you should expect to pay. You’ll also find actionable tips to choose the right partner who can keep your business visible in both traditional and AI-powered search results.

Factors Influencing SEO Costs

Several key factors determine how much it costs to hire an SEO company or expert. These include the type of SEO provider you work with, the competitiveness of your target market, your specific SEO goals, and the nature of the investment (one-time project or ongoing). Each factor can significantly influence your budget.

Notably, in an AI-driven search era, the provider’s ability to adapt to new SEO demands has become an important consideration as well. Below, we break down each factor and how it affects cost.

Provider Type	Pros	Cons	AI Readiness	Typical Monthly Cost	Best For
Freelance SEO Providers	– Lower cost- Direct communication- Flexible for small projects	– Limited capacity- Narrow expertise- May struggle with AI demands	Low: May lack tools or team for AI-optimized SEO, structured data, or brand authority building	$1,000–$2,500	Small businesses with simple needs, local SEO, short-term projects
Traditional SEO Agencies	– Specialized SEO focus- Team expertise- Clear deliverables	– May be slower to adopt AI trends- Less flexible- Varies by agency	Moderate: Some agencies experimenting with AI, but not all have deep AI SEO expertise	$1,000–$7,500	Mid-sized businesses, those needing a structured SEO plan, but without full marketing integration
Integrated & AI-Ready Agencies	– Holistic marketing approach- Full team expertise (content, video, PR)- Scalable services- Early AI adopters	– Higher cost- Longer onboarding- May exceed needs for small projects	High: Focused on AI visibility, schema, content clusters, brand authority; geared for AI search and emerging trends	$3,000–$15,000+	Businesses seeking full-service marketing, AI SEO, and long-term growth; competitive markets or broad reach

1. Type of SEO Provider

Choosing the right type of SEO provider is crucial to aligning your investment with your business goals. The provider type will heavily influence service quality, strategy, and pricing. Not all SEO strategies are equal, and some deliver results much faster than others. In the AI-driven search landscape, this gap is widening – providers who embrace AI-focused tactics are more likely to drive results than those sticking to outdated methods. Here are the main categories of SEO service providers and how they differ:

a. Freelance SEO Providers

Freelance SEO providers are individual specialists who often offer more affordable rates than agencies, primarily due to having lower overhead. They are best suited for smaller businesses, startups, or organizations with limited budgets looking for targeted, specific SEO services.

• Pros:
  • Lower Costs: Freelancers usually have less overhead, allowing them to offer more competitive pricing.
  • Flexibility: They often work on a project-by-project or monthly basis, making them ideal for businesses with short-term or specific SEO needs.
  • Direct Communication: When you hire a freelancer, you communicate directly with the person doing the work, which can lead to clear, personalized service.
• Cons:
  • Limited Capacity: A single freelancer can only take on so much work at a time, which may lead to delays or limited service scope if your needs expand.
  • Narrow Expertise: Many freelancers specialize in specific areas of SEO (e.g., on-page optimization or link building) and might lack the full range of skills needed for a holistic SEO strategy.
  • Scaling Challenges: As your business grows, a lone freelancer may struggle to scale up or handle more complex, multi-faceted campaigns. They may also have limited resources to stay on top of rapid changes like Google’s AI updates.
• Cost Range: Approximately $1,000 – $2,500 per month or per project for freelance SEO work, depending on the expert’s experience and the scope of work. Be cautious of ultra-low-cost offers – SEO is challenging and time-intensive, and an unrealistically cheap freelancer might not deliver meaningful results, especially in today’s more complex search environment. You can always replace your SEO provider, but you can never get back wasted time.

Freelancers can be a great choice for small companies with minimal needs. However, they might not be the best fit for medium to large businesses targeting many keywords or multiple markets, or for companies on a fast growth trajectory. In the era of AI search, also consider whether a freelancer is equipped to implement structured data or content adjustments for AI; many independent SEOs may not have deep resources to tackle those emerging areas.

b. Pure SEO Agencies (Traditional SEO Firms)

Pure SEO agencies are dedicated firms specializing exclusively in search engine optimization. They often have teams covering different aspects of SEO – on-page optimization, technical SEO, content strategy, link building, etc. These agencies are well-suited for businesses seeking a structured, results-driven SEO approach without additional marketing services. We’ll refer to them as traditional SEO firms since their focus is solely SEO.

• Pros:
  • Specialized Focus: These agencies live and breathe SEO, often staying up-to-date with the latest algorithm changes and best practices. Many are aware of major shifts (like Google core updates or the introduction of AI search features) and adjust strategies accordingly.
  • Structured Services: Agencies typically offer clearly defined packages and deliverables. This helps you understand what you’re getting for your investment – whether it’s a monthly link-building quota, content pieces, or technical fixes.
  • Team Expertise: With a dedicated team, an agency can cover a wider range of SEO tasks and usually deliver more consistent results than an individual. For example, one team member might handle keyword research, another handles content, and another technical SEO, ensuring each aspect is handled by a specialist.
  • Growing AI Capabilities: Many established SEO agencies are now incorporating AI-related SEO tactics (such as optimizing content for AI snippets or using AI tools for analysis). This means you can find agencies that are evolving with the times, though this varies by firm.
• Cons:
  • Less Flexibility: Agencies often have predefined packages or processes. Customizing their service to your exact needs might require a higher tier plan or additional fees.
  • Mid-Range to High Costs: Due to staff, tools, and operational expenses, traditional SEO agencies charge more than freelancers. You’re paying for the breadth of expertise and infrastructure. Monthly retainers can range widely within this category (as we’ll note below).
  • Communication Layers: When working with an agency, you’ll likely communicate through an account manager or a team lead rather than directly with the people executing each task. This can sometimes dilute feedback or slow down iterations.
  • Varied Adaptability: Not all traditional SEO firms are quick to adopt the latest techniques. Some might still focus heavily on old-school tactics. In today’s environment, if an agency isn’t keeping up with AI-driven search trends, their effectiveness could suffer.
• Cost Range: Roughly $1,000 – $7,500 per month for ongoing services, depending on the level of service, the agency’s reputation, and the competitiveness of your market. Campaigns on the lower end might include a set number of optimized pages and basic link building, whereas the higher end could involve more comprehensive content creation, technical SEO overhauls, and frequent strategy adjustments. Always inquire what is included. (Note: Agencies that have begun integrating AI-focused optimization or content may charge towards the higher end due to the extra value-added services.)

Traditional SEO agencies are a solid choice for companies that need deeper SEO expertise than a freelancer can provide, but perhaps don’t require a full suite of marketing services. If you have a specific SEO challenge (e.g., recovering from a Google penalty or improving rankings for a set of keywords) or want a focused effort on SEO, these firms can deliver. Just ensure the agency you choose isn’t stuck in the past – ask how they are adapting to things like Google’s AI Mode or voice search. A good traditional SEO firm in 2025 should be at least experimenting with content optimizations for AI summaries and using structured data to help clients stand out.

c. Integrated & AI-Ready Agencies (e.g., Xponent21)

Integrated agencies take a holistic approach to digital marketing, incorporating SEO into a broader strategy that may include content marketing, social media, paid advertising, web design, PR, and branding. These agencies look at the big picture of your online presence. They are ideal for businesses that want a comprehensive solution, ensuring all marketing efforts (SEO included) work together to maximize results. Critically, the top integrated SEO agencies in 2025 are “AI-ready” – quick to adopt new technologies and tactics like AI-driven SEO – making them well-equipped to handle the evolving search landscape.

• Pros:
  • Holistic Strategy: Integrated agencies provide a multi-faceted approach. They make sure your SEO efforts align with other digital marketing initiatives for a cohesive strategy. For example, your content marketing, social media, and SEO keyword targets will complement each other rather than work at cross purposes.
  • Greater Value Integration: By combining SEO with other services, these agencies can tackle more complex challenges. Say you need to improve organic rankings, boost brand awareness, and redesign your website for better UX – an integrated firm can address all of that. The result is often improved overall performance (brand visibility, site traffic, conversions) because all pieces work in concert.
  • Scalable Services: Integrated agencies have the resources to grow with your business. If you start with an SEO project and later need PPC advertising or a new website, you don’t have to find a new vendor. They can add services as needed. This one-stop-shop approach can be efficient and ensures knowledge about your business is shared across marketing channels.
  • Expert Teams & Innovation: These agencies employ a wide range of specialists – SEO experts, content creators, data analysts, web developers, strategists, etc. – to deliver well-rounded service. Because they operate at the forefront of marketing, they tend to be early adopters of new trends. It’s common for integrated agencies to invest in AI tools and AI training for their teams. For instance, they might use AI to analyze large sets of keyword data or to automate some content optimization. Their expertise in SEO is complemented by understanding how AI is changing consumer behavior.
  • AI-Focused Approach: A truly AI-ready agency will help you optimize for not just Google’s traditional results, but also for AI Overviews and voice assistants. This could mean implementing advanced Schema markup across your site, ensuring content is formatted to answer common questions clearly (which AI snippets prefer), and managing your brand’s presence across the web (knowledge panels, Q&A sites, videos, etc.). Such forward-thinking can give you an edge in appearing as a cited authority in AI-generated answers – which is increasingly crucial. Google’s AI summaries favor content that is authoritative, well-structured, and up-to-date, and these agencies aim to position your brand exactly that way.
• Cons:
  • Higher Costs: The comprehensive service and expert team come at a premium. Integrated agencies are typically the most expensive option. You’re not just paying for basic SEO tweaks; you’re investing in a full strategic partnership. Expect higher monthly retainers to reflect the breadth of work (content, PR, technical enhancements, etc.) being done. The added value is significant, but you need the budget to support it.
  • Complex Onboarding: Because an integrated agency will dive deep into multiple facets of your marketing, the onboarding and strategy phase can be lengthy. They’ll take time to truly understand your business, industry, and audience. This upfront investment of time (and money) pays off in a more tailored strategy, but it requires patience.
  • Potential for Overkill: If you really only need a small-scale SEO fix or a very narrow service, an integrated agency could be overkill. Engaging a whole team when you had a simple need might be more service (and cost) than necessary. These agencies work best with clients looking for long-term, comprehensive growth.
• Cost Range: Typically $5,000 – $15,000+ per month, depending on scope and scale. The range is wide because it can scale from regional mid-size businesses up to enterprise-level campaigns. On the lower end, you might get a basic multi-service package (SEO + some content + reporting). On the upper end (five figures per month), you’ll have a full-court press: content marketing, digital PR, technical SEO overhauls, routine strategy meetings, etc. In highly competitive industries or large markets, budgets can go even beyond this. Keep in mind that as AI-driven search becomes prevalent, some integrated agencies are beefing up content production (like creating podcasts that AI will cite) and implementing new technical SEO measures — these added efforts can increase costs, but also increase your chances of being the trusted source that AI results quote.

Integrated, AI-ready agencies offer the highest level of service and strategic insight. They’re an excellent fit for businesses that view SEO as one piece of a larger puzzle – one that includes brand building, multichannel marketing, and staying ahead of trends. In 2025, these agencies are often the ones testing and mastering new SEO frontiers like Generative Engine Optimization (GEO) (a term some use for optimizing content for AI generators). If your budget allows, partnering with such an agency can position you not only to rank in traditional search, but to be present in the AI answers and recommendations of the future. The depth and adaptability you get can make a decisive difference as search technology evolves.

Choosing the Right Provider

Selecting the right SEO provider depends on your business size, needs, budget, and now more than ever, your appetite for innovation. Freelancers are great for smaller businesses needing quick, focused support on a tight budget. Pure SEO agencies provide deeper expertise and are ideal if you want a concentrated SEO effort without other services. Integrated agencies deliver the broadest capabilities, suitable for companies aiming for long-term growth across all digital channels. Whichever you consider, use these tips to evaluate whether a provider is prepared to meet current search demands:

• Ask About AI Search Strategy: Given the changes in Google and other search platforms, ask potential providers how they plan to handle AI-driven search results. A competent SEO expert in 2025 should have a clear approach for getting your content featured in AI overviews or chat-based results. For example, do they incorporate structured data markup on your site to help AI better understand and trust your content? (This is critical, as adding schema can increase the chances of being included in rich results or AI summaries.) If a provider looks confused when you mention AI search, that’s a red flag – your SEO partner needs to stay ahead of these trends, not ignore them.
• Gauge Their Emphasis on E-E-A-T: E-E-A-T stands for Experience, Expertise, Authority, and Trust – and it’s become even more important in the age of AI. Google’s AI mode is designed to cite reliable sources. Authority, accuracy, and positive sentiment in your public presence now directly affect whether the AI even considers your brand worth mentioning. Ask SEO candidates how they improve a site’s authority and trust. Good answers might include quality content creation, digital PR for authoritative backlinks, online reputation management (like encouraging positive reviews), and keeping content accurate and updated. If a provider only talks about technical tricks and doesn’t address content quality or authority building, they may not get you into those coveted AI-driven results.
• Look for a Comprehensive Skill Set: Modern SEO extends beyond tweaking meta tags. In an AI-influenced landscape, successful SEO involves content marketing, technical optimization, analytics, and more. Ensure your provider can handle the broader strategy. Can they develop high-quality content (or coordinate its creation) that thoroughly answers user questions? Do they have technical expertise to implement site changes, improve page speed, and add structured data? Can they analyze user behavior and adjust strategy? An SEO provider that’s embedded in a full-service marketing context (or at least can collaborate with other specialists) is better positioned to execute the multifaceted campaigns needed today.
• Assess Their Adaptability and Tools: The SEO field is changing rapidly. Your provider should demonstrate that they stay current and adaptive. Inquire about how they keep up with algorithm changes or new features (like Google’s continuous updates to AI search). Do they participate in ongoing training or industry conferences? Also, do they leverage modern SEO tools or even AI tools themselves? For instance, some agencies use AI-based analytics to identify content gaps or automate certain research tasks. If they have proprietary tools or processes for the new era (some call it Generative SEO), that’s a good sign. The key is that they’re not doing 2019-style SEO in 2025’s world.
• Demand Transparency in Results: In a world of declining clicks, measuring SEO success is a bit more nuanced. A good provider will set realistic expectations and define clear metrics. Beyond basic Google rankings, ask how they will report on progress. Will they track the number of times your site is appearing as a cited source in AI summaries? How will they measure increases in brand visibility or traffic from long-tail queries (which might still bring visits even if some head terms now get answered by AI)? They should also tie SEO efforts to business outcomes – e.g., lead volume or online sales – rather than just vanity metrics. Providers who talk about adapting metrics for the AI age (like monitoring impressions in Google Search Console’s new AI reports, if available, or tracking voice search queries) show that they’re thinking ahead. In short, choose someone who is honest about the challenges but proactive about finding opportunities in this new landscape.

2. Competitive Needs

The competitiveness of your target market is a major factor in determining SEO costs. Different market scopes – from local neighborhoods to international audiences – require varying levels of investment, strategy, and content. Generally, the broader or more competitive your target market, the more resources you’ll need to rank, especially now that AI-driven results are cherry-picking only the top authoritative sources. Here’s a closer look at how competitive scope impacts SEO strategy and pricing:

Local SEO: How to Optimize Your Website and Google Business Profile for Local Search Rankings

Local SEO focuses on optimizing your online presence to attract customers in a specific geographic area, such as a city or region. This is crucial for small businesses like restaurants, home services (plumbers, electricians), medical practices, retail shops—essentially any business that draws customers from a local or regional market.

Key Strategies for Local SEO

• Google Business Profile Optimization: Ensure your Google Business Profile (formerly Google My Business) is fully filled out with accurate information, up-to-date hours, photos, and relevant keywords. Regular updates and posts can improve visibility in local searches and on Google Maps.
• Local Citations: List your business on local directories and review sites (Yelp, Yellow Pages, local chamber of commerce, industry-specific directories). Consistent Name/Address/Phone (NAP) info across these sites helps establish credibility and improve local rankings.
• On-Page SEO for Local Keywords: Optimize your website content with location-specific keywords (e.g., “best coffee shop in Richmond VA”). This often involves creating dedicated pages or content targeting your city or service area. Including your location in title tags, headings, and content can boost relevance for local queries.
• Customer Reviews Management: Encourage happy customers to leave reviews on Google, Facebook, Yelp, etc., and respond to those reviews. Reviews not only influence consumer trust but also factor into local search rankings. (Google’s local algorithm favors businesses with positive, plentiful, and recent reviews.)
• Local Content & Engagement: Create content that resonates locally—such as blog posts about local events or a local guide related to your industry. Participating in community events or local sponsorships can also earn local press or backlinks.

AI search is shaping local SEO. Even with the advent of AI search, local SEO remains vital. When users ask AI-driven tools questions like “Where can I find

near me?”, the AI will likely draw from Google’s local data and reputable local websites. Make sure your business’s structured data (e.g., LocalBusiness schema) is in place and that your site clearly provides location info. AI summaries for local queries might include top-rated businesses—so good reviews and a strong local web presence can help your business be mentioned by AI or voice assistants.

Local SEO is generally the most affordable SEO focus because the competition is restricted to a smaller area. You’re not competing with the whole country, just others in your vicinity. Costs typically involve optimizing your site and Google profile, building local citations, and creating localized content. Expect lower monthly costs relative to broader SEO—many small businesses might spend $500 to $2,000 per month on a local SEO campaign. However, in large cities or competitive niches (like a law firm in a major metro), costs could be higher. For most local businesses, a modest budget goes a long way.

Multi-Location SEO Strategy for Franchises, Retail Chains, and Service Providers

Multi-location SEO is needed for businesses with multiple branches or service areas—such as franchises, retail chains, or companies serving several cities or regions. This approach is more complex than single-location SEO because you must manage SEO for each location and avoid internal competition between them.

Key Strategies for Multi-Location SEO

• Location-Specific Pages: Create and optimize separate pages on your website for each location or service area. Each page should have unique content tailored to that location (address, phone, location-specific services, team members, testimonials, etc.). This way, each page can rank for searches in its respective area.
• Consistent Local Listings: Ensure each location has its own Google Business Profile and listings on other platforms, with accurate details. Tools or services that manage multiple listings can help keep NAP data consistent across dozens or hundreds of listings.
• Local Link Building: For each location, try to earn backlinks from local websites or organizations (e.g., local news sites, community websites, local business associations). This boosts the authority of each location page in its region.
• Geo-Targeted Content and Blog Posts: Expand your content marketing to cover topics relevant to each area. For example, a regional healthcare provider might publish health tips or event news specific to each of its communities. This hyper-local content can improve relevance and engagement in each market.
• Internal Linking and Site Structure: Strategically link between your location pages and main pages. For instance, a “Locations” hub page can list all branches with links, and each location page links back to the main services pages. This helps distribute authority without confusing search engines.

AI is already shaping multi-location SEO. In AI-driven search results, a user might ask a broad question and the AI could provide answers that include location-specific information. For example, “What’s the cheapest gym in Northern Virginia?” might prompt an AI answer that cites a few gyms (with locations). Maintaining a high level of consistency and authority across all your locations is key, so that whichever one is relevant to the query, the AI sees your business as a trustworthy mention. Structured data (like multiple LocalBusiness entries on your site, or a well-maintained data feed of locations) can help AI pick up your information accurately.

Multi-location SEO naturally costs more than single-location because you’re multiplying the work. More pages to optimize, more profiles to manage, more content to create. Depending on the number of locations, you may need significantly higher effort (and budget). For example, a business with 5 locations might spend $2,000–$5,000 per month, whereas a franchise with 50 locations could be looking at a much larger investment and possibly a dedicated SEO team or agency contract. The cost per location often decreases as you scale (economies of scale with templates and processes), but overall budgets will be higher than doing SEO for one locale.

Regional, National, and International SEO for E-Commerce Brands, B2B Companies, and SaaS Providers

SEO at a regional (multi-state), national, or international level is the most complex and resource-intensive. Here you’re competing in a broad and often highly competitive arena, targeting users across large areas or multiple countries. This level is common for e-commerce brands, large B2B companies, SaaS providers, or any business with a wide geographic market.

Key Strategies for Regional, National, and International SEO

• Extensive Keyword Research: You’ll target a wide array of keywords, from broad head terms to long-tail queries, because your audience is large and diverse. This often requires identifying niche segments and tailoring content to different user intents across the country or globe.
• High-Quality Content at Scale: Content is truly king at this level. You’ll need a content strategy that might include regular blogging, whitepapers, case studies, videos, infographics—whatever it takes to capture various topics and keywords. Depth and breadth of content matter because you’re trying to become an authority in your space nationwide. AI search also favors brands that provide comprehensive coverage of topics (since AI prefers detailed and insightful content).
• Robust Link Building and Digital PR: To compete nationally or internationally, your backlink profile must be strong. This often involves digital PR campaigns to earn mentions in major publications, influencer partnerships, thought leadership (guest posting on industry sites), and possibly creating link-worthy assets (like research studies or interactive tools). Building authority in the eyes of search engines on a large scale is expensive and time-consuming—but critical.
• Technical SEO and Site Infrastructure: Large-scale SEO might involve big websites (hundreds or thousands of pages, or multilingual sites). Ensuring your site is technically sound (fast loading, mobile-optimized, clean site architecture, proper hreflang tags for international sites) is crucial. Even minor technical issues can be magnified on large sites. Also, implementing advanced schema markup across many pages (products, articles, FAQs, etc.) helps search engines and AI algorithms digest your content effectively.
• Continuous Optimization and Testing: At this level, SEO is an ongoing process of refinement. You may A/B test title tags or content formats, experiment with different content strategies, and constantly analyze traffic patterns. The competitive landscape can shift quickly if, say, a big competitor ramps up their content. It’s an arms race that requires constant vigilance.
• Localization for International SEO: If you operate globally or in multiple countries, you’ll need to localize content for different regions/languages and handle the SEO implications (like separate country domains or using subfolders with language codes). This adds another layer of complexity and cost—sometimes effectively treating each country’s SEO as its own project.

AI search impacts Regional, National, and International SEO. For broad queries like “best accounting software,” AI summaries often capture clicks. To stand out, your brand needs to be a trusted authority with clear, structured content—like Q&As and concise, well-cited answers. Being featured in reputable sources (Wikipedia, major news sites, and industry directories) helps increase your chances of being referenced by AI systems.

The cost of Regional, National, and International SEO is high. Mid-sized businesses may spend $5,000–$15,000 per month, while enterprise brands or highly competitive industries often exceed $20,000 per month. Some large corporations build in-house SEO teams alongside agency partnerships, investing hundreds of thousands per year. AI-focused strategies like advanced schema, content expansion, and technical improvements can further increase costs—but they’re essential for dominating in competitive markets.

3. SEO Goals

Your specific business goals are crucial in shaping your SEO strategy and, consequently, your investment. Whether you aim to drive a lot of traffic, generate qualified leads, or directly boost online sales, the approach (and cost) will differ. Additionally, the rise of AI in search affects these goals in nuanced ways – for example, a goal of simply increasing traffic might be harder in a no-click search environment, whereas a goal of brand visibility could be achieved via being cited in AI answers even if clicks don’t follow. Let’s break down how different SEO goals influence strategy and budget:

a. Traffic-Focused SEO

If your primary goal is to drive as much traffic as possible to your website, your SEO strategy will focus on maximizing visibility and reaching the broadest audience interested in topics related to your business.

This approach casts a wide net, pulling in visitors across a range of related topics, even if they’re not immediately ready to buy.

Traffic-Focused SEO Strategy Characteristics

A traffic-focused SEO strategy targets a broad array of keywords, including:

• Informational queries (e.g., “how to fix a leaky faucet”)
• Top-of-funnel searches (e.g., “best project management tools for teams”)

The emphasis is on producing high-quality, engaging content that attracts readers and builds awareness of your brand.

This often includes:

• Blog posts
• Guides and how-to articles
• Resource hubs
• Tools or interactive content

The goal is to become a magnet for searchers exploring topics in your niche, even if they aren’t yet ready to convert.

SEO Tactics for Traffic-Focused SEO

Expect to invest in consistent, high-volume content creation. Key tactics include:

• Publishing a steady flow of articles, guides, and resources targeting different keywords
• Optimizing for featured snippets and SERP features like:
  • Image carousels
  • “People Also Ask” questions
• Promoting content through social media and outreach to build visibility and earn backlinks
• Continuously expanding your keyword targets and updating existing content for relevance

A traffic-focused strategy is about volume, reach, and topic coverage—ensuring your brand shows up in as many relevant searches as possible.

AI Consideration for Driving Traffic with SEO

In 2025, traffic-focused SEO faces a major challenge:

• Broad informational queries may no longer drive clicks like they used to.
• For example, a search for “how to fix a leaky faucet” might show an AI-generated step-by-step answer—without users visiting your site.

To adapt, you’ll need to:

• Identify where AI Overviews dominate and adjust your keyword targets
• Shift focus toward keywords where users are still clicking through
• Structure content in a way that encourages AI systems to cite your site as a trusted source

Even if you don’t get the click, being the source AI relies on can build brand authority. If the AI’s answer isn’t complete, users may still click through to your page for more details.

Cost Implications for Traffic-Focused SEO

Driving high traffic requires a significant, ongoing investment in content creation and SEO support.

Budget considerations:

• Publishing content weekly or even daily for large sites
• Continuous updates to keep content fresh and competitive
• Investing in promotion and backlink acquisition

Businesses aggressively pursuing traffic-focused SEO can expect to spend:

• $3,000–$10,000+ per month, depending on content volume, promotion needs, and market competitiveness

While the ROI in terms of brand exposure and top-of-funnel leads can be strong, remember:

• Traffic quality matters—not all visits convert
• Many businesses ultimately prioritize leads or sales over raw visitor numbers

b. Lead Generation SEO

Lead generation SEO focuses on attracting potential customers and guiding them to take a desired action—like filling out a contact form, requesting a quote, or signing up for a demo.

This approach is common for:

• Service businesses
• B2B companies
• Any organization where a direct sale isn’t the immediate goal, but building a connection is.

Strategy Characteristics for Lead-Gen SEO

Lead-gen SEO is about quality over quantity. The goal isn’t just more traffic—it’s the right traffic: visitors who are likely to convert into leads.

This means targeting keywords with clear intent, such as:

• “Best accounting software for small businesses”
• “Affordable landscaping service Dallas”

These users are often in the consideration stage—actively looking for solutions.

Lead Generation SEO Tactics

A strong lead generation strategy combines content, CRO (conversion rate optimization), and local SEO signals.

Key tactics include:

• Creating in-depth service pages that clearly explain offerings
• Building comparison pages and case studies to guide decision-making
• Publishing informative content (blog posts, FAQs) that addresses common questions and pain points
• Optimizing landing pages for conversions—with clear CTAs, lead forms, and trust elements
• Using content offers (ebooks, webinars, whitepapers) to encourage visitors to share contact information
• Managing online reviews to boost credibility
• Implementing local SEO strategies if leads are geographically targeted

SEO and CRO go hand-in-hand here. Getting the traffic is just the start—converting it into leads is the goal.

AI Consideration for Lead Generation SEO

AI is changing how people search—and that shift directly impacts lead generation SEO.

When users ask AI assistants questions like:

• “What’s the best CRM for small businesses?”
• “Who are the top digital marketing agencies in Richmond?”

AI will often recommend specific companies, products, or services. Your goal is to ensure your brand is included in those recommendations—and ideally positioned as a trusted solution.

To achieve that, your SEO strategy must focus on:

• Building authority through high-quality content, case studies, and expert insights
• Structuring your website with schema markup (such as FAQs, Services, Reviews, and Organization schema)
• Optimizing for branded search queries and industry-specific keywords AI systems may use to source answers
• Securing positive reviews and mentions across authoritative sites that AI models reference

AI search won’t just summarize information—it will influence buying decisions by suggesting providers and products users should consider.

To stay competitive, your brand must become part of the trusted knowledge base that AI draws from when making recommendations.

Lead-Gen SEO Cost Implications

Lead generation campaigns typically justify a healthy SEO budget—because one new client can be worth thousands.

For example:

• If a single client is worth $5,000, investing a few thousand per month on SEO can quickly pay for itself.

Typical costs:

• $2,000–$6,000 per month for small to mid-sized businesses
• $10,000+ per month for competitive industries like legal, medical, or enterprise software

This investment usually covers:

• Traffic generation (via content and SEO)
• Conversion optimization (either by the SEO agency or paired with your web team’s CRO work)

The key metric:

• Track cost per lead.
• Ensure the SEO investment is producing leads at a profitable cost.

c. Sales-Oriented SEO

Sales-oriented SEO is focused on driving direct revenue, often through e-commerce transactions or online service bookings. The goal isn’t just traffic or leads—it’s getting visitors to click “Buy Now,” complete an order, or take an action that directly generates income. For online stores, this is the primary SEO goal. For service businesses, it may mean boosting phone orders or in-person visits that result in sales, but typically we’re talking about e-commerce or transactional websites.

Strategy Characteristics for Sales-Oriented SEO

Sales SEO focuses on capturing users who are ready to make a purchase. It targets bottom-of-funnel keywords like:

• “Buy X online”
• “X pricing”
• Specific product names and SKUs

The strategy centers on product and service pages—optimizing these for search visibility and conversion is critical for driving sales.

SEO Tactics for Sales-Oriented SEO

Key tactics for sales-focused SEO include:

• Optimizing product pages with targeted keywords, clear descriptions, strong reviews, and schema markup (to enable rich snippets like star ratings and prices in search results).
• Enhancing category pages for discoverability and relevance in broader searches.
• Improving site navigation and user experience to reduce friction for buyers.
• Optimizing images for Google Images and shopping search visibility.
• Developing supporting content, such as:
  • Buying guides
  • Comparison articles
  • FAQs that address common pre-purchase questions
• Building backlinks through outreach to product review sites, affiliate partnerships, and digital PR focused on your brand or products.

Key AI Considerations to Optimize for Sales

AI is already reshaping how people shop online. Google’s AI Mode is experimenting with product recommendations directly in search results—summaries like:

“Based on your query, Product A and Product B seem like the best options, available at X website.”

To remain competitive, sales-focused SEO must prepare for this shift. That means:

• Structuring product data with schema (Product, Offer, Review, etc.) to ensure AI systems can understand and reference your listings.
• Optimizing inventory feeds (such as Google Merchant Center) for maximum reach.
• Securing positive reviews, as AI systems weigh sentiment and ratings in recommendations.
• Building brand authority—AI is more likely to trust and recommend businesses that are known leaders in their categories.

Content still plays a crucial role. Even for e-commerce, FAQs, tutorials, and troubleshooting guides can strengthen your site’s authority and increase the chance that AI will cite your content in answers.

Cost Implications for Sales-Based SEO

Sales-oriented SEO directly impacts your bottom line, and many businesses invest heavily to get it right.

For e-commerce sites in competitive sectors, monthly SEO investments of $5,000–$15,000+ are common. This typically includes technical SEO, content development, link building, and product listing optimization.

Smaller niche e-commerce brands may see results with a few thousand dollars per month, but meaningful investment is still required—especially for sites with large product catalogs.

Most businesses also pair SEO with PPC:

• SEO is the long-game, lowering acquisition costs over time by building organic traffic.
• PPC delivers immediate sales and fills gaps while SEO gains traction.

Tracking ROI is essential. Use analytics to measure revenue against SEO costs, and adjust strategy as needed. When executed well, SEO can become the highest-ROI channel for online sales. Unlike paid ads, organic traffic continues to deliver results without ongoing spend—provided you maintain your rankings.

Types of SEO Investments

When budgeting for SEO, it’s helpful to understand the different types of investments you might make. SEO services can be structured in various ways: one-time projects, continuous monthly services, content-focused investments, or hourly consulting for technical tweaks. Each type has its place in a comprehensive SEO plan, and often a robust SEO strategy will involve a combination of these investment types. Below we outline the common formats:

1. Project-Based SEO

For some businesses, a one-time SEO project is the right approach—especially when addressing a specific issue or preparing for a major initiative. Project-based SEO has a defined scope, timeline, and deliverables, offering a focused way to solve problems or optimize key areas without a long-term commitment.

What’s Included in a Project-Based SEO Engagement

A project typically begins with an in-depth SEO analysis and concludes with clear improvements to your website’s performance. Deliverables may include:

• A comprehensive SEO audit with technical, on-page, and content assessments
• A strategic roadmap of prioritized recommendations
• Implementation of fixes, such as:
  • Resolving technical issues (crawl errors, broken links, slow page speed)
  • Improving site structure for SEO and user experience
  • Optimizing metadata, headers, and internal linking
  • Updating or rewriting key content for better rankings
• Content creation, such as foundational pages, blog posts, or resource articles
• Link outreach campaigns to build site authority
• SEO consulting during website design or redesign to protect and enhance SEO value

If your site has never been optimized, a project can “get your house in order.” For businesses launching a new site, preparing for a rebrand, or addressing a ranking drop, a project-based engagement provides the expertise and structure needed to set a solid foundation.

Common Use Cases for Project-Based SEO

• Launching a new website or microsite
• Conducting a full SEO audit and technical clean-up
• Preparing a site for AI Mode, including structured data and content optimization
• Investigating and resolving traffic drops or ranking penalties
• Building an initial content library for AI and SEO visibility

Typical Cost Range for Project-Based SEO

Costs vary depending on scope, complexity, and the expertise of the provider:

• $5,000–$10,000+ for a site audit, technical fixes, or a focused content refresh
• $10,000–$50,000+ for larger projects such as a website redesign with SEO oversight, extensive content development, or AI-focused SEO upgrades

For enterprise-level sites or highly competitive industries, budgets may exceed $50,000, especially when integrating SEO deeply into a web development or rebranding effort.

Always clarify what’s included in a project. Some providers may quote low for an audit but charge separately for implementation, while others include both under a single fee.

AI Angle: SEO Projects for AI Readiness

In 2025, many businesses are commissioning AI-focused SEO projects to stay visible in search. These may include:

• Adding structured data across the site to improve AI understanding and citation potential
• Creating or expanding FAQs and Q&A content for AI-generated answers
• Refreshing existing content for accuracy and AI-readiness, ensuring your brand is considered a trusted source for AI summaries

These AI-focused engagements are often offered as standalone projects and represent a proactive step toward securing visibility in an AI-driven search landscape.

2. Content Development and Expansion

Content is no longer just “king”—it’s the foundation of modern SEO, especially in the AI era. As Google’s AI Mode and other generative search platforms rewrite how users find information, brands need comprehensive, authoritative content that answers questions fully, demonstrates expertise, and is structured in a way AI can understand. Investing in content development means building a rich, strategic content ecosystem—not just a handful of blog posts, but a body of work that positions your brand as a trusted source for AI-generated answers and search visibility.

What Content Development Includes

Content development in 2025 goes beyond basic blogging. It encompasses:

• In-depth blog posts that thoroughly answer user questions and align with AI summary requirements
• Service and product pages designed for conversions, with strong keyword targeting and schema markup
• Resource hubs and evergreen guides that demonstrate authority
• FAQs, comparison articles, and Q&A sections optimized for AI extraction
• Multimedia content—videos, podcasts, and infographics that expand your presence in YouTube, AI summaries, and rich search results
• Content audits and updates to ensure existing material is refreshed, accurate, and aligned with evolving search trends
• Content promotion and distribution strategies to build authority and signal relevance to search engines and AI models

Content development also requires keyword research, topic clustering, editorial planning, internal linking strategies, and technical implementation (like schema markup). Agencies that specialize in AI SEO often include AI-focused content structuring, ensuring your material is optimized for both human readers and AI algorithms.

SEO Benefit of Strategic Content Development

High-quality, AI-optimized content is the foundation for ranking in traditional search and appearing in AI summaries, featured snippets, and voice search results. Google’s AI Mode surfaces only a handful of authoritative sources per query, so creating well-structured, deeply informative, and up-to-date content is essential to being one of the brands cited. Each piece of content becomes an asset that can build brand authority, generate traffic, and improve rankings—especially when it’s designed to answer the kinds of questions users are now asking AI.

Cost Range for Content Development for AI SEO

Content development costs have risen significantly in response to the higher bar for AI SEO. While lower-tier content packages may exist, small-scale efforts rarely move the needle in competitive markets or for AI inclusion. A truly effective content development engagement typically starts at:

• $10,000+ for a strategic content package designed to establish authority and achieve AI citations—this might include a set of foundational articles, schema implementation, and AI-ready structuring
• $5,000–$15,000+ per month for ongoing content marketing that includes regular publishing, updates, and optimization in competitive industries
• $500–$1,500+ per high-quality blog post (when paying professional writers with AI SEO expertise)
• $2,500–$10,000+ for larger pieces, such as pillar pages, thought leadership articles, or in-depth guides
• $10,000–$50,000+ per campaign for multi-format content packs (articles, videos, podcasts, infographics) designed to dominate topic clusters and drive AI mentions

Annual budgets for content-focused SEO strategies often exceed six figures for brands that want to lead in their industry.

AI Angle on Content Development

AI has reshaped what it means for content to rank. Success is no longer just about keyword placement—it’s about being the best answer, formatted for AI systems. That requires:

• FAQ sections, Q&A formats, bullet lists, and concise summaries that AI can easily extract
• Schema markup like FAQPage, HowTo, and Product to signal structured information
• Up-to-date information—AI models reward fresh, accurate content, making regular updates essential
• Authoritative signals like bylines, expert quotes, and citations from reputable sources
• Content clusters that cover a topic in depth, training AI to recognize your brand as a go-to source

Content that drives AI visibility is not an afterthought—it’s a core business investment. Brands that want to stay visible in AI search need a comprehensive, AI-optimized content strategy, backed by the budget to execute it at scale.

Effective content development for SEO in 2025 is no longer a small add-on. It’s a strategic pillar—and the costs reflect the expertise, research, technical precision, and creativity required to produce content that can win in an AI-dominated search landscape.

3. Ongoing SEO Services

SEO isn’t a one-time fix—it’s an ongoing process. Search behavior, algorithms, and competition evolve constantly, so your SEO strategy must adapt to keep your brand visible. Ongoing SEO services, typically offered as a monthly retainer, ensure that your website maintains and improves its rankings over time.

What Ongoing SEO Services Include

Ongoing SEO is a comprehensive, month-to-month effort that usually covers:

• Keyword tracking and refinement
  • Monitoring rankings and adjusting target keywords based on trends, AI summaries, and competitive shifts
• Content updates
  • Creating new blog posts, service pages, FAQs, and resources
  • Refreshing and expanding existing content for relevance and AI readiness
• Technical SEO maintenance
  • Regular site audits, crawl error fixes, speed improvements, and core web vitals optimization
• Link building and authority growth
  • Earning backlinks through digital PR, outreach, partnerships, and content promotion
• AI-focused adjustments
  • Adding schema markup, Q&A formats, and structured content for AI search compatibility
  • Tracking AI visibility and citation metrics
• Reporting and analysis
  • Clear monthly reports outlining progress, work completed, AI performance insights, and next steps

A strong ongoing SEO program also means your SEO partner is proactively scanning for opportunities and risks—for example, reacting to a competitor’s content push or a major algorithm update before it impacts your rankings.

Why Ongoing SEO Matters

Search rankings aren’t static. Competitors publish new content, Google updates its algorithms, and AI engines evolve how they select sources. Without continuous SEO, your visibility can erode, even if you’ve previously achieved strong rankings.

Ongoing SEO is about momentum and compound gains:

• New content builds topical authority over time
• Regular updates signal freshness to search engines and AI models
• Ongoing outreach strengthens your backlink profile
• Continuous monitoring helps you stay ahead of AI-driven search changes

Think of SEO like maintaining your health: you can’t exercise once and expect long-term fitness. The same applies to your search visibility—it takes steady, strategic work to stay competitive.

Cost Range for Ongoing SEO Services

The cost of ongoing SEO varies based on the depth of service, content volume, and competitiveness of your market:

• $3,000–$5,000 per month for small to mid-sized businesses
  • This often includes foundational content, some link building, and basic technical monitoring
• $5,000–$15,000+ per month for more competitive industries or multi-location brands
  • Expect more aggressive content strategies, AI-focused optimization, and digital PR efforts
• $15,000–$30,000+ per month for enterprise SEO campaigns
  • These programs typically include robust content production (articles, videos, FAQs), advanced technical SEO, AI visibility tracking, and complex strategy development

When evaluating an SEO retainer, ask:

• What volume of pages will be optimized on a monthly basis?
• Are AI-focused updates part of the service?
• What technical work and link building are covered?
• How will AI search performance be tracked and reported?

Clarity on deliverables ensures your investment aligns with your goals.

The AI Imperative in Ongoing SEO

Ongoing SEO in 2025 isn’t just about rankings—it’s about visibility in AI-driven results. Your SEO team should:

• Monitor how your content performs in AI summaries (via tools like Search Console’s AI reports, if available)
• Update and expand content more frequently to feed AI models fresh data
• Focus on authoritative link building to boost your brand’s trust signals
• Implement structured data and Q&A formats that help AI systems cite your brand

Staying ahead in both traditional search and AI summaries requires consistent, expert-driven SEO efforts—and ongoing SEO is how you make that happen.

4. Technical and On-Site Optimization

Technical SEO and on-site optimization handle the behind-the-scenes work that helps search engines understand, index, and rank your website. These improvements make sure your site runs smoothly, is easy for both users and search engines to navigate, and is ready for AI-powered search.

Some tasks are one-time fixes, while others require ongoing attention as your site grows and search engines evolve.

What Technical SEO Covers

Technical SEO work varies by site, but often includes:

• Speed and Performance
  • Compressing images
  • Enabling caching
  • Reducing server load
• Mobile-Friendliness
  • Ensuring your site looks and works well on all devices
• Fixing Errors
  • Addressing crawl issues, broken links, and 404 errors
  • Maintaining sitemaps and robots.txt files
• Schema Markup (Structured Data)
  • Adding structured data for products, articles, FAQs, reviews, and more
  • Helping AI systems understand and cite your content
• Site Architecture
  • Creating a clear page hierarchy
  • Building strong internal linking structures
• On-Page Optimization
  • Writing effective title tags and meta descriptions
  • Optimizing headers and content formatting
  • Keeping your plugin and theme stack updated (if using WordPress or similar)

Technical SEO also involves coordinating with your web development team to ensure changes are implemented correctly. Integrated agencies like Xponent21 handle these fixes in-house.

Ongoing vs. One-Time Work

Many technical SEO improvements are front-loaded—you fix them once and see lasting results. But websites change:

• New pages get added
• Designs evolve
• Plugins and tools update

These changes can introduce new technical issues.

Search standards also shift. For example, Core Web Vitals became a ranking factor, requiring ongoing performance work.

That’s why many businesses combine an initial technical SEO project with periodic checkups or a light retainer for ongoing technical support.

Typical Costs for Technical SEO

Technical SEO costs depend on your site’s size, complexity, and the expertise of the provider:

• Hourly Rates
  • $100–$300+ per hour, depending on expertise and region
• Flat-Rate Projects
  • A basic technical SEO audit and fixes: $5,000–$10,000
  • Larger projects (site speed overhaul, schema deployment across templates): $10,000–$30,000+
• Ongoing Support
  • Some businesses keep an SEO agency on retainer for as-needed technical updates, often as a portion of a broader SEO engagement

AI and Technical SEO: What’s New

Technical SEO today must account for AI search and discovery. Key considerations include:

• Schema Markup for AI Systems
  • Structured data is critical for helping AI models understand and trust your content
  • Adding schema for FAQs, products, events, videos, and reviews increases your chances of being cited in AI results
• Knowledge Graph Integration
  • Feeding accurate information into platforms like Google’s Knowledge Graph, Wikidata, or Wikipedia strengthens your brand’s authority in AI outputs
• Enabling AI-Driven Actions
  • Preparing your site for AI-driven features like booking, shopping, or form-filling through advanced schema and integrations

These areas show how technical SEO is evolving beyond crawlability and page speed. A strong technical foundation helps ensure your site is both search- and AI-friendly, ready for the next generation of search technology.

Total SEO Investment Summary

Overall, SEO is an ongoing investment that requires careful planning and budgeting. The cost to hire an SEO expert or agency can range widely – from a few hundred dollars a month for a very small scope (or a short consultation) to tens of thousands per month for full-scale, competitive campaigns. To summarize at a high level:

• Small local businesses might spend as little as around $1,000 per month and see meaningful improvements in their local rankings. This could involve a freelancer or small agency handling local SEO basics and some content. It’s a reasonable starting point for a business serving one area with moderate competition.
• Mid-sized or regional businesses often invest in the mid four-figures per month ($2,000–$6,000 range). This supports a more aggressive content strategy and ongoing optimization needed to outperform rivals in larger markets or specialized industries. It may also afford a more experienced agency that brings strategic insight.
• Large or highly competitive companies can invest $10,000 to $20,000+ monthly on SEO, especially when aiming for national/international reach or fighting in industries where SEO is effectively an arms race. At this level, SEO efforts are extensive – encompassing technical upgrades, constant content production, digital PR for link building, and possibly involvement of multiple specialists. With the added demands of AI-focused SEO (like creating content that ranks in AI results, managing knowledge panels, etc.), enterprise budgets may push even higher, but those investments are geared toward owning as much real estate in search (and AI answers) as possible.

In most cases, a successful SEO program will involve a mix of investment types – for example, an initial project to optimize the site, then an ongoing service to keep building content and links, and occasional technical tune-ups billed hourly. It’s wise to allocate budget in a way that covers all bases: technical health, content, links/authority, and now AI readiness.

The bottom line: good SEO is a significant investment, but when treated as a strategic component of your business, it delivers valuable returns. SEO is one of the only marketing channels with compounding benefits – work you put in today can continue to bring traffic or visibility months and years down the line. In the age of AI, SEO also helps ensure your brand is in the conversation (literally, in AI chat answers and recommendations). If you choose the right partner and stay committed, you can achieve robust visibility both in traditional search results and the emerging AI-driven results, driving consistent business growth.

Remember, the SEO landscape is not static. Google’s AI mode has changed the game, and more changes will come. Staying informed and adaptable is key. As I’ve written previously, “If you don’t fully control your brand’s presence across the web, AI will decide what you stand for — and whether you’re worth recommending.” In other words, investing in SEO (and your broader digital footprint) is also investing in your brand’s future relevance. By understanding the costs and choosing the right SEO expertise for your needs, you position your business to thrive in both the search results of today and the search experiences of tomorrow.

Further Reading for Decision-Makers in SEO and AI Search Strategy

If you’re exploring SEO costs, you’re likely weighing whether the investment is worth it—and how to ensure you get results that align with your business goals. To support your decision-making, here are additional resources that unpack the bigger picture of AI-driven search and what it takes to succeed:

• Why AI SEO Will Dominate Your Search Strategy in 2025: AI Agents Are Taking Over
  Understand the shift from traditional SEO to AI SEO and AI-powered search results—and what your business must do to adapt.
• [GUIDE] The AI SEO Content Accelerator – 14 Steps to Success
  A step-by-step framework for building authority in AI search, including practical insights on content strategy, structured data, and brand visibility.
• Google’s AI Mode Just Changed Everything. Here’s What Businesses Need to Know.
  A breakdown of Google’s AI Mode rollout, how it changes user behavior, and why your SEO strategy must evolve to keep pace.
• The Evolving Search Landscape: AI, Monopolies, and the Future of SEO
  Explore the forces shaping the future of search—AI, monopolistic control, and how to position your brand for success in this new ecosystem.
• Lunch & Learn: Adapt or Disappear – How AI is Upending Search and SEO and What You Need to Do Now
  Watch our webinar to learn actionable steps for optimizing your website, content, and authority signals for AI search results.

For a deeper perspective on how AI search works—and how we think about influencing it, read:
Shaping Reality: A Journey into Influencing Generative AI Outputs and AI Search Engine Results (on WillMelton.com) This piece explores the evolving dynamics of AI-driven search, the impact on brands, and the mindset shift required to thrive in a world where AI agents decide what users see.