Large companies pay more for SEO

My work allows me to see how many large (and small) SEO and PPC companies operate and it is quite an eye opener. For example, the following quotations were received to perform SEO for a corporate website:

• $25,000 and 3 month duration (64 hours)
• $100,000 and 12 month duration (480 hours)
• $120,000 and 12 month duration (330 hours)
• $155,000 and 6 month duration

The SEO agencies sent multi-page proposals filled with impressive waffle (impressive if you are not an SEO) and the number of pages was not always in proportion to the size of the quote. The number of pages ranged from 16 to 60. They were all offering to do the usual SEO tasks - on-page, off-page, SMO etc - but used completely different language and verbosity to describe it.

At the other end of the scale, I see SEO companies quoting for a small business website:

• $1995 and 12 month contract (10 hours)
• $4000 and 3 month contract
• $6000 and 12 month contract

What allows some companies to play in the six and seven-digit market and others in the low four-digit market? I consider the following factors as relevant:

• Self-confidence
• Experience
• Fame
• Size of agency

I have given Australian examples but in the US and UK, some SEOs make the effort to become famous. They are visible in blogs, forums and conferences. Some Australian SEOs have also done this and it certainly exposes them to corporate customers who are used to seeing six-figure invoices from consultants.

Not everyone has the self-confidence or budget to "become famous" but everyone has the opportunity to become experienced. Many SEOs have become complacent or stagnant. They follow a formula for every customer. Their idea of SEO is "meta tags", repetitive wording, keyword stuffing, bulk link submission to phpLD directories, etc.

If this is you, then snap out of it! Get out of your comfort zone and make an effort to "become famous". How?

• Write articles for newspapers and magazines (offer to do it for free if necessary - it is easier than you think)
• Set up a blog and post regularly.
• Set up Google alerts for search-related patents and write your speculations in your blog.
• Contribute to well-known SEO forums by asking questions and answering others' questions.
• Get speaking experience by talking about SEO to local business groups.
• Smarten up your sales collateral beginning with improving the language.
• Fire some of your small clients. You can make more money by targeting larger companies, particularly foreign ones.
• Value your reputation and do all you can to preserve it.
• Get some quality SEO training to update your skills.

(My next course will be held in Pune on 24-25 May 2008)