Part 3 of a 10 part series: The Small Business Owner’s Guide to SEO in 2025
Investing in SEO is one of the smartest moves a small business can make, but here’s the thing—it’s not just about paying an SEO expert. There are hidden costs that many business owners don’t consider until they’re deep into an SEO campaign.
From SEO tools and software to content creation and link building, the expenses can add up fast if you’re not prepared. So before you dive in, let’s break down the true cost of SEO beyond the typical monthly retainer.
Beyond the Retainer: What Are the Extra Costs?
Many business owners assume SEO is as simple as hiring an expert and letting them work their magic. But SEO isn’t a one-and-done service—it requires ongoing efforts, tools, and resources to keep your rankings high.
Here’s a look at the most common hidden SEO costs that could impact your budget:
- SEO Tools & Software – Keyword research, tracking, and audits require paid tools.
- Content Creation – Blog posts, landing pages, and other website content aren’t free.
- Link Building & Citations – Building authority requires outreach and paid placements.
- Technical SEO Fixes – Website improvements may involve development costs.
Let’s break down each of these in detail.
1. SEO Tools & Software Expenses
SEO professionals don’t just guess what works—they use powerful software to analyze data, track rankings, and optimize websites.
While there are free tools available (like Google Search Console and Google Analytics), most advanced SEO work requires paid software.
Common Paid SEO Tools & Their Costs
| SEO Tool | Purpose | Estimated Cost |
|---|---|---|
| Ahrefs (https://ahrefs.com/) | Keyword research, backlink analysis, rank tracking | $99–$999/month |
| SEMrush (https://www.semrush.com/) | SEO audits, competitor analysis, PPC insights | $129–$499/month |
| Moz Pro (https://moz.com/) | SEO keyword tracking, site audits | $99–$599/month |
| Surfer SEO (https://surferseo.com/) | AI-powered content optimization | $69–$199/month |
| Screaming Frog (https://www.screamingfrog.co.uk/) | Website crawling & technical SEO audits | Free–$259/year |
If you’re doing SEO yourself, you’ll likely need to invest in at least one of these tools. But even if you hire an SEO expert, some agencies pass these costs onto clients.
2. Content Creation: DIY vs. Hiring a Writer
SEO isn’t just about fixing technical issues—it’s also about publishing high-quality, keyword-rich content that attracts visitors.
If you want to rank well, you’ll need:
✔️ Blog posts (2–4 per month)
✔️ Optimized service & product pages
✔️ Guest posts for link building
✔️ SEO-friendly website copy
But should you write it yourself or hire a writer?
Cost Comparison: DIY vs. Professional SEO Content
| Content Creation Option | Pros | Cons | Estimated Cost |
|---|---|---|---|
| DIY Blogging | Free, you control your brand voice | Time-consuming, may lack SEO expertise | $0 (but time-intensive) |
| Freelance SEO Writers | Professional content, optimized for SEO | Costs add up, requires vetting writers | $50–$500 per article |
| SEO Content Agencies | High-quality, hands-off process | Expensive for small businesses | $1,500–$5,000 per month |
🔗 Pro Tip: If you’re creating content yourself, use my guide on How to Craft the Perfect Blog Post.
Fact: Websites that blog consistently get 55% more traffic than those that don’t. Investing in content directly impacts SEO success (source).
3. Link Building & Citations: Essential, but Costly
Backlinks (when other websites link to yours) signal authority to Google, but earning them takes time, effort, and sometimes money.
Common Link-Building Costs
- Guest Posting Services – $100–$1,000 per link
- Press Releases & PR Outreach – $200–$2,000 per campaign
- Directory & Citation Listings – $50–$500 per year
- HARO (Help a Reporter Out) Submissions – Free (but time-consuming)
Is paying for backlinks worth it? Only if done correctly—buying cheap links can actually hurt your rankings. A reputable SEO provider will focus on high-quality, organic link-building strategies.
4. Technical SEO Fixes: Developer Costs to Expect
SEO isn’t just about keywords—it also involves technical website improvements like:
✔️ Improving site speed & performance
✔️ Fixing broken links & crawl errors
✔️ Optimizing for mobile-friendliness
✔️ Enhancing site security (SSL, HTTPS, etc.)
Estimated Costs for Technical SEO Fixes
| SEO Task | Estimated Cost |
|---|---|
| Website Speed Optimization | $500–$3,000 |
| Mobile Optimization | $1,000–$5,000 |
| Site Migrations (HTTP to HTTPS, new domain, etc.) | $1,500–$10,000 |
| Schema Markup & Structured Data Implementation | $300–$1,500 |
If you’re using WordPress, you might also need premium SEO plugins like:
🔹 SEOPress Pro – $49/year
🔹 Yoast SEO Premium – $99/year
🔹 Rank Math Pro – $59/year
🔗 Pro Tip: Did you know my Care Plan clients are getting SEOPress Pro for FREE? What are you waiting for?
Be Prepared for SEO’s Hidden Costs
SEO is an incredible investment for small businesses, but don’t overlook the real costs beyond the monthly retainer.
SEO Budget Breakdown Recap
✔️ SEO Tools & Software – $99–$500/month
✔️ Content Creation – $50–$500 per article
✔️ Link Building & Citations – $100–$2,000/month
✔️ Technical SEO Fixes – $500–$5,000+
Before investing, define your SEO goals, set a budget, and ask your provider about these extra costs to avoid surprises.
What’s Next in the SEO Cost Series?
Stay tuned for the next post:
👉 DIY SEO vs. Hiring an Expert: Which Path Should You Take?
Got questions about SEO costs? Let’s connect on Facebook!
