Online marketing and how to price SEO projects.
The price for a SEO project cannot be determined in advance because it will depend on the project scope. To estimate the price for a SEO project we must know the project scope. To know the project scope we must do SEO consulting and SEO strategy. Once the scope of the SEO project is determined then we can estimate the SEO project Price.
Online marketing campaigns have two main categories, content campaign and advertising campaign. Content campaign is the main ingredient of a SEO Project.
SEO is an acronym that stands for “Search Engine Optimization” and it is the name given by the digital marketing and advertising industry to the service offered by online marketing digital agencies to position a business website at the first page of Google search results.
Google search algorithm consists of more than 200 variables and it is very complex software. However, the 2 most important variables are content and links; and among these 2 variables, content in the most important variable. Good quality content will give you the links.
Matt Cutts, former Google anti-spam team chief, said it several times in his conferences, “good quality content” is the most important asset in any online marketing SEO project. Even, for the second most important variable which is links, because in theory, links are naturally earned due to the quality of the content. Any online marketing SEO project is in essence a good quality content project.
Good quality and relevant content is what will give to any business the relevance and the authority needed to be at the first page of Google search results.
The first task that all SEO project needs is a SEO consulting to know where the customer is right now and where the customer wants to be in the future and what strategy will be needed to fill this gap. SEO consulting and SEO strategy is therefore the first phase of any SEO project. The SEO strategy has 3 components, the first is the keywords strategy, the second is the programmatic content strategy, and the third one is the media strategy. What are the keywords or key terms to be positioned, what are the content topics to be developed, and what are the digital media and assets to be used to publish, post and promote the content.
The second task that all SEO project needs is the digital media and digital assets production task. In this task the SEO consultant should specify what are the digital media and digital assets needed for the SEO project. Regularly, all SEO project needs a WordPress Blog, the Social Media business pages and groups, and the Google marketing and analytics products. These digital media and digital assets will be specified and developed during this task. This task is done only once at the beginning of the SEO project.
The third task that all SEO project needs is the content production task, which is a continuous month to month task. Content format should be articles at least 1,000 words length, and publication frequency should be at least 2 or 3 times a week. Articles should be written either by a subject matter expert (SME) or by a writer that interviews the subject matter expert. Each keyword or key phrase to be position needs one article, so the number of articles needed for the SEO project are equal to the number of keywords or key phrases to be position at the first page of Google search results.
The fourth task that all SEO project needs is the publication, posting and promotion of the articles. This is also a continuous month to month task, as long as the project last.
The fifth task that all SEO project needs is the maintenance, monitoring and reporting task, which includes monitoring the Google Search Console metrics, and the Google Analytics metrics, along with the conversion metrics. This is also a continuous month to month task during the length of the project.
Once we know the scope of the SEO project then we can estimate the price or investment for the project. Let´s do the price estimation exercise in the following tables for a theoretical and hypothetical mid-size project, just for the matter of knowing and learning where SEO project prices should come from in every online marketing agency, which actually is from the work hours used in the project:
Thanks for reading and thanks for sharing. I will see you in the next article.
Is your business doing online marketing? Is your company executing a SEO project? Is your business at the first page of Google search results?
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Julio R. Sanoja is a consultant, strategist, and speaker about Google, SEO, and the first page of Google. Julio offers online and in company Google SEO and first page of Google consulting, strategy, projects, coaching, conferences, training, courses, and workshops.