Why Is SEO Expensive? A Realistic Review Of SEO Pricing In Singapore [2024]

Dear business owners, I know how tough it can be to figure out the right price for SEO services in Singapore. Many vendors keep their rates under wraps, making it hard for you to openly compare. Additionally, it is often hard to tell if the work will meet the price you paid since everyone seems to offer similar services. If you have been struggling with ascertaining how much to pay for SEO services, then this article is for you. 

Determining the price of SEO services in Singapore involves various factors such as the complexity of your website, the industry you’re in, and the level of competition you face. Generally, prices can range from a few 100 to several 1000 dollars per month, which of course is a pretty large range. To give you meaningful information, let us dive into our insider review of SEO pricing in Singapore.

Insider Perspectives: Sources Of Our SEO Pricing Information

The insights shared in this article are derived from two key sources. 

Firstly, my personal experience in the SEO industry, where I’ve gained firsthand knowledge of SEO salaries and campaign pricing at various levels. This experience gives me a well-rounded perspective on realistic SEO costs and service expectations. 

Secondly, this article also references third-party studies for a broader understanding, including comprehensive salary guides and SEO pricing analyses from sources like Marketing Interactive’s 2023 Singapore Salary Guide and Ahrefs’ detailed study on SEO pricing. These resources provide valuable external validation to the insights I share.

Singapore SEO Pricing Overview

In this section, we’ll explore the range of SEO pricing, each catering to different business needs:

Type	Price Per Month	Suitable For
Freelance SEO Services	$200 – $800	Budget-conscious businesses or micro SMEs.
Basic SEO from Agencies With Offshore Teams	$300 – $1000	Suitable for small businesses with minimal competition.
Basic SEO From Agencies With Local Workforce	$800 – $1500	Businesses that require quicker support and consultation.
Intermediate SEO Services	$1500 – $3000	Businesses with medium competition needing deeper SEO works.
Advance SEO Services	From $3000	Clients with demanding goals or needing scalable strategies.
Enterprise SEO Services	From $4000	Tailored for large brands with complex needs and aggressive marketing goals.
Inhouse Local SEO Individual	$2500-$5000	For businesses that have strong existing marketing expertise and not solely reliant on SEO.
Inhouse Local SEO Team	From $10000	For businesses that strongly rely on SEO and have a customised website.

Freelance SEO Pricing

Looking at Ahrefs’ SEO pricing research, freelance SEO services’ monthly retainers typically range from $500 to $1,500, with hourly rates often set between $75 to $100. In Singapore, I have found that the overall fees tend to adjust to the $200-$800 per month range. This is likely due to the fact that mostly only micro SMEs employ freelancers, which helps to keep their initial cost low. Meanwhile, for bigger companies who are more invested into SEO, their involvements with freelancers tends to be in the form of consultants, who generally charge a premium over pure task based freelancers due to their experience.

Based on my past experience, I find these rates to be accurate. Though it is important to mention that freelancers might offer ad-hoc SEO task services that in turn cost less than these rates. This ranges from basic tasks like link building or one-off content writing to more comprehensive services like full SEO audits and campaign management. 

Service Offerings

Typically, freelance SEOs offer a menu of micro SEO tasks that you can then pick from. For example, they might offer to create 5x pages for your website or build 5x backlinks to your site. These services do not offer any guarantee on the impact on your SEO rankings. Which in turn allows them to charge cheaper as there is less risk for them.

Who It Is Suitable For

I believe that freelance SEO services are particularly suitable for businesses requiring ad-hoc work, those new to SEO, or those with in-house SEO teams needing specialized support. If you are keen to find such services, there are various platforms promoting freelance SEO services, such as Legiit, Vettted, and SEOClerk.

Entry SEO Agencies With Offshore Teams Pricing

It is fairly common to find SEO agencies offering full SEO campaigns at much cheaper or discounted rates. In Singapore, this is around $300 – $1000 per month. But, are their offerings too good to be true? Yes and no, in my experience, smaller marketing agencies offering cheap SEO services in Singapore do so by leveraging offshore teams in areas with lower cost of living. In particular, Ahrefs’ research showed that SEOs working in India and Central/South America charged the cheapest.

Often these agencies have 1 of 2 configurations. Either they entirely operate overseas and market their services to Singapore SMEs, or they have 1 to 2 sales staff in Singapore supported by a offshore backend team. 

Service Offerings

These services often propose similar scopes of work as their local counterparts such as on page SEO, content SEO, and off page SEO. However, they tend to have limitations in support, consultancy, and response times. Additionally, communication and quality, especially in content-related tasks, are common challenges in these arrangements.

In my own experiences, there is a cultural barrier as well. Many things that Singapore business owners would assume as a norm or common sense, would differ since the agency operates in a different environment.

Who It Is Suitable For

For businesses with limited SEO budgets or those just starting out, these services can be a worthwhile gamble, balancing lower costs with the potential for a decent ROI, despite the risk of lower quality or SEO penalties. However, do expect to have to check work stringently as the quality of work or timeliness of deliverables tends to be affected by this arrangement. 

Entry SEO Agencies With Local Teams Pricing

Ahrefs’ research on SEO pricing indicates that local SEO services generally cost more than those from offshore teams, reflecting the higher salaries in regions like Singapore. In the past 5 years, I have seen a market average campaign price of $800 – $1500. According to Marketing Interactive’s 2023 Singapore Salary Guide, the higher cost of living and salary expectations in Singapore contribute to these increased rates. 

Additionally, the level of experience of SEOs tends to be around the 1-3 year mark which is considered fairly junior within the industry.

Service Offerings

Local agencies offer quicker, more collaborative support and greater accountability as compared to similarly sized agencies using offshore manpower. As such, you can expect a more hands on experience on areas of SEO such as the onsite, link building, content production and technical SEO. It is worth noting that, in particular, for content and technical SEO, having stronger communication and strategic input would be critical to ensure proper implementation of any works.

However, at this price range, there are limitations on the scope of work, with communication often limited to once every 1-2 days, and custom work not typically included. 

Who It Is Suitable For

Businesses seeking a relatively hassle-free SEO experience with accessible consultation will find this service tier particularly suitable. It’s an ideal match for companies that prefer direct communication without the frustrations often associated with offshore teams. This option is especially beneficial for those not wanting to over invest in either time or money, offering a balanced approach between cost-effectiveness and quality service. 

It is important to note that at this level, the service offerings are fairly standard with fixed packages and some ad-hoc options. As such, they might not truly cater to your marketing goals or lack the experience to do a custom campaign for you.

Intermediate SEO Services Pricing

Having worked 2 years at an agency offering intermediate level SEO services, I can comfortably say that these SEO companies typically charge between $1500 – $2000. They not only cover most aspects of SEO but also provide decent website development and content services. 

With a success rate of meeting KPIs 92% of the time, these agencies employ experienced staff, boasting 3 to 6 years of experience in their respective fields. Generally, most clients were pleased with the return on investment for the campaigns and renewed for a 2nd term. 

Service Offerings

Intermediate SEO services typically include longer term SEO strategies that are tailored for your marketing goals. As such, conversations with their SEO teams typically involve around your marketing needs and goals as opposed to what their standard offerings are. For instance, they might offer traffic guarantees to your website which in turn translate to actual sales and leads.

Who It Is Suitable For

These characteristics makes intermediate SEO services ideal for local companies looking to seriously invest and grow in SEO. 1 quick tip to increasing your ROI would be to engage closely with the agency’s account managers to maximise the benefits of their services.

Advanced SEO Services Pricing

From my 3 years experience in a more established local SEO agency, advanced SEO services start from $2000, including dedicated account managers, in-depth SEO strategy support, and conversion/sales funnel strategy. The involved SEO specialists typically have 4 to 8 years of experience. There’s also support for custom website development.

Service Offerings

Advanced SEO strategies align with Google’s latest algorithms and are customised to maximise opportunities across the website, often covering more extensive areas than other agencies. These services include international SEO, both technically and content-wise, which smaller agencies might not offer. Content is crafted by local writers, ensuring strong localisation and reader engagement.

Who It Is Suitable For

As such, I would recommend advanced SEO services for local companies in highly competitive industries, or with complex website infrastructure or ambitious digital presence targets. Additionally, this SEO service is also suitable for those targeting multiple international markets beyond Singapore.

Enterprise SEO Pricing

Enterprise SEO services start from $4000 and are specifically designed for large brands with a global presence. They employ sophisticated SEO techniques and use enterprise-level SEO tools such as Night Owl and Botify. These tools provide highly personalised insights into website performance and identify key opportunities for growth.

Service Offerings

The work scope is extensive, focusing on large websites to enable rapid optimisation across numerous pages. This approach is key to achieving significant increases in search traffic. Regular SEO health checks are integral to these services, ensuring quick identification and resolution of issues affecting rankings or traffic.

Who It Is Suitable For

The support structure in enterprise SEO is robust, often involving multiple dedicated account managers or specialists. These professionals offer deep insights not just into SEO, but the overall digital marketing landscape. This level of service is particularly suited to bigger brands or companies with large, complex websites and those heavily dependent on a substantial digital presence.

Salary Insights: How Singapore Labor Costs Influence SEO Pricing

The 2023 Singapore Salary Guide for the marketing and communications industry indicates that SEO professionals in Singapore earn between $2,600 to $11,000 per month. This reflects the country’s high cost of living and the level of expertise required in the field.

Based on my past experience, agencies need to ensure that the work done by their employees is profitable, ideally generating returns of multiple times the salary paid. This business model implies that if you are paying a relatively modest fee for SEO services (around $500 to $1000 per month), the assigned SEO specialist is likely managing multiple accounts, potentially limiting the time available for your marketing needs.

Comparatively, based on Ahrefs’ report, in regions with lower living costs, such as India, Central America, and South America, agencies can offer competitive SEO services without compromising manpower. However, as cautioned before, this can sometimes impact the quality of work and the efficiency of communication and collaboration.

Experience Matters In SEO Campaigns

The SEO industry’s complexity, covering various types and countless scenarios, emphasises the importance of experience. The diverse nature of SEO, from niche search algorithms to complex website infrastructures, makes seasoned expertise critical.

Ahrefs’ study shows that SEO pricing escalates with experience. For those with up to two years in business, the average retainer is $1,540.52, increasing to $2,023.13 for those with over two years. A significant jump occurs after five years, with an average retainer of $3,648.28. Similarly, average per-project fees rise from $1,881.73 for less experienced SEOs to $2,242.71 for those over two years, and dramatically to $9,087.31 for those with 5-10 years of experience.

This price correlation with experience makes sense since more experienced SEO professionals also enjoy increasing salaries. Based on the 2023 Singapore Salary Guide from Marketing Interactive, SEO salaries in Singapore increase with experience. An SEO executive with 1-5 years of experience earns between $2,600 and $4,700. For an SEO specialist with 3-7 years of experience, the salary range is $4,500 to $6,000. An SEO manager with the same level of experience can earn between $6,000 and $11,000.

Yet, the experience in SEO is highly coveted by clients. Inexperienced SEO practitioners may inadvertently cause harm, like breaking website code or triggering Google penalties, potentially setting back SEO efforts significantly. On the other hand, an experienced SEO team provides strategic expertise and a level of assurance that is invaluable in achieving SEO goals.

The Price Of Keeping Up With Google Algorithm Updates

In the fast-paced SEO world, keeping up with Google’s algorithm updates is vital. This demands continuous innovation to ensure clients’ websites remain competitive. This process involves not just routine tasks, but extensive research and development of new strategies and techniques.

However, this necessary innovation to stay ahead of algorithm changes comes with increased R&D costs. Agencies with limited resources or those charging lower rates often struggle to invest in this critical aspect of SEO, potentially impacting their ability to keep clients’ websites current and effective.

Consequently, when these lower-priced agencies’ client sites suffer from algorithmic changes, their response is often delayed or inadequate. This can lead to significant losses in rankings, sales, and leads. Their reliance on standardised techniques, which may become outdated or penalised, contrasts starkly with the more adaptive, customised strategies of higher-charging agencies.

Micro Factors Affecting The Price Of SEO

SEO pricing in Singapore can vary significantly based on several key factors that influence the complexity and scope of the work involved. Understanding these factors can help businesses make informed decisions when choosing an SEO package that aligns with their goals and budget.

New domains: When starting with a new domain for your business website, it may lack trust and authority on search engines like Google. As a result, more work is required to establish credibility and improve its ranking potential. This initial setup can impact SEO pricing.

Number of keywords: The number of keywords you wish to target plays a significant role in determining SEO pricing. More keywords require additional effort for optimisation, content creation, and monitoring. Additionally, the competitiveness of the chosen SEO keywords can influence pricing.

Industry competitiveness: The competitiveness of your industry within Singapore’s market can greatly impact SEO pricing. Niches with high competition, such as food and fashion, may require more extensive and ongoing SEO efforts to achieve and maintain top rankings.

Type of business: The nature of your business also impacts SEO strategy and pricing. Local businesses often focus on local SEO to attract nearby customers, while e-commerce businesses require specific optimisation for product pages. The unique demands of each type of business influence pricing structures.

The complexity of SEO campaign: Websites with existing issues, such as Google penalties, thin content, non-targeted content, or an unorganised website structure, require more extensive remedial work. The complexity of the SEO campaign influences pricing.

Link-building outreach: Building high-quality backlinks from relevant and authoritative websites is a crucial aspect of off-page SEO. If your website lacks sufficient backlinks, the SEO agency may need to allocate more resources to link-building efforts, affecting pricing.

Past SEO work: The state of your website’s previous SEO practices can impact pricing. Websites with previous Black-Hat SEO techniques may require additional work to reverse the negative effects.

KPIs set by client: Some clients set specific Key Performance Indicators (KPIs) for their SEO campaigns, such as click-through rates, page views, and publishing schedules. Meeting stringent KPIs may require additional resources and influence pricing.

State of website: The condition of your existing website also plays a role in budget determination. If your site has substantial issues that need addressing, such as Google penalties, thin content, or an unorganised structure, expect to invest more to rectify these problems before gaining search engine traction.

Evaluating SEO Services

Now that we have covered different SEO price ranges and both macro and micro factors for SEO pricing, we can now proceed to evaluating the value that they should deliver.

Focusing on Marketing Alignment and ROI

When choosing SEO services, company owners should look beyond just price and basic scope. It’s crucial to consider how these services align with their marketing objectives. This perspective shift ensures that SEO investments are not just cost-effective but also strategically sound.

This approach allows for a more comprehensive evaluation of SEO services. By focusing on potential ROI and alignment with marketing goals, businesses can make informed decisions that support their broader marketing strategies and contribute to overall business growth.

When evaluating multiple SEO package proposals to assess potential ROI, business owners should use the following benchmarks:

1. Compare Services and Features: Examine each proposal’s specifics – backlink strategy, content creation, keyword optimisation, etc. Look for what makes each unique and valuable.
2. Assess Experience and Track Record: Evaluate the experience level of the teams involved and their success stories, especially in similar industries.
3. ROI Estimation: Consider how each package will impact your site’s traffic, ranking, and ultimately, sales. Compare these estimations against the cost of the packages.
4. Request for Proposal (RFP) Process: Implement an RFP process where you provide a detailed brief of your needs to all agencies. This ensures that the proposals you receive are tailored to your specific requirements, facilitating easier comparison.

By following these guidelines, you can effectively compare proposals, identify the best value, and choose an SEO package that aligns with your business objectives and budget.

Questions To Ask

To better understand the value of SEO services compared to their price, business owners can ask specific questions:

1. Local Presence of Account and Execution Teams: Inquire if both account managers and the execution team are based locally. This can affect communication and understanding of the local market.
2. Team Experience: Ask about the SEO team’s experience, specifically in years and the types of projects handled.
3. Industry-Specific Campaigns: Query about similar SEO campaigns the agency has run in your industry to gauge their familiarity with your niche.
4. Keyword Ranking Guarantees: Discuss any guarantees related to keyword rankings, often promised as achieving page 1 on SERPs.
5. Traffic Guarantees: Check if the agency offers guarantees on incremental organic traffic, and ensure they differentiate between branded and non-branded traffic.
6. Keyword Selection Control: Confirm if you get to choose or approve the final list of keywords for the campaign.
7. Backlink Strategy: Inquire about backlink building practices and whether you can vet and approve them before implementation.
8. SEO Audit Implementations: Ask if the agency handles the implementations of recommendations from SEO audits.
9. Content Provision: Find out if content creation for your website is included in their service.

These questions can help assess the comprehensiveness of the service and align expectations with the agency’s offerings.

Unlocking Your SEO Potential With First Page: From Pricing To Performance

In the dynamic world of digital marketing, understanding the intricacies of SEO pricing in Singapore is paramount to achieving online success. While the cost of SEO services may vary, the key lies in finding the right balance between your budget and your business goals. As you embark on your SEO journey, remember that the true value lies not just in affordability but in the quality of service and the potential for increased visibility, traffic, and conversions.  

Engaging digital marketing services with great Google reviews, like First Page, can be the smart choice. At First Page, we specialise in SEO services and can also help you unleash your website’s full potential with our conversion rate optimisation strategies to help you make the most of your online presence. Discover how our expertise can be the silver lining in the digital cloud, propelling your business to new heights of success.