Cost of Hiring an SEO Agency of Record: What US Brands Should Expect

Why understanding the cost of hiring an SEO agency of record matters

Hiring an SEO agency of record (AOR) is a long-term decision that shapes acquisition costs, attribution, and profitability. The phrase "cost of hiring an SEO agency of record" captures more than monthly fees - it includes strategy, execution, analytics, and the infrastructure to attribute organic value to revenue. For US-based founders, marketing directors, and Shopify and WooCommerce store owners, clarity on expected spend prevents scope creep and aligns agency incentives with lifetime value (LTV) and customer acquisition cost (CAC).

Typical pricing models you’ll encounter

• Monthly retainer - predictable monthly fee for strategy, content, and ongoing optimization.
• Project-based - fixed price for a specific build or migration (site audit, migration, or technical SEO fixes).
• Performance-based - fees tied to agreed KPIs (revenue, organic traffic thresholds), less common due to attribution complexity.
• Hybrid - retainer plus performance bonus or scoped projects on top of a base retainer.

US-based cost ranges (estimates)

Expect wide variation based on business size, competition, and deliverables. The following are US-focused estimates in $USD and are intended as a planning reference, not a guarantee:

These ranges account for US market rates and labor costs. For example, a Shopify store with $1M annual revenue might pay $3,000-$8,000/month for an AOR focused on technical SEO, content, and on-site conversion improvements, while a national B2B SaaS company with complex sales motions and integration needs should budget toward the higher end.

Primary factors that drive the cost

• Site size and complexity - number of pages, product variants, and faceted navigation.
• Competitive landscape - high CPC/competitive categories require deeper content and PR/link acquisition.
• Technical debt - migrations, crawlability fixes, and schema work increase upfront effort.
• Content production needs - topical depth, content velocity, and multimedia.
• Attribution and analytics requirements - GA4, server-side tracking, and data engineering raise costs but improve ROAS clarity.

If accurate revenue attribution is a priority, factor in analytics and server-side tracking work as part of the agency scope. Prebo Digital builds measurement frameworks for clients; learn how our services map to growth needs on the services overview.

For a high-level view of how an SEO AOR fits into a performance stack, see our homepage overview of the agency approach at Prebo Digital.

What an SEO agency of record typically delivers

A clear statement of deliverables avoids misaligned expectations. Typical inclusions for an SEO AOR (monthly) are:

• Strategic roadmap and quarterly planning
• Technical SEO audits and prioritized fixes
• Content strategy, briefs, and editorial execution
• Link acquisition and PR coordination where applicable
• Analytics setup: GA4, Google Tag Manager, server-side collection, and attribution modeling
• Monthly reporting and revenue-attributed insights

Conversion tracking diagram (simplified)

Funnel breakdown: how SEO impacts TOF → MOF → BOF

• TOF (Top of Funnel): content and category pages that increase qualified discovery.
• MOF (Middle of Funnel): comparison, guides, and lead-nurturing content that supports consideration.
• BOF (Bottom of Funnel): product pages, reviews, and schema-driven snippets that drive transactions.

An agency of record should map content and technical work to this funnel and show revenue impact for each stage. This is why attribution clarity (GA4 + server-side tracking) is often included as a line item or separate project in the initial months.

How to evaluate proposals and avoid common pitfalls

• Ask for a 6-12 month roadmap with measurable milestones tied to revenue or qualified leads.
• Request examples of US-specific case studies or outcomes, not vague percentage improvements.
• Verify what is excluded: creative production, paid media execution, or third-party software costs.
• Check data hygiene plans: how will the agency handle GA4 events, server-side collection, and attribution?

If you want a practical example of a structured approach-strategy, build, test, scale, report-see services that align with sustained growth on our services overview. For leadership background on how we pair analytics with execution, visit our about page.

Negotiation levers and alternatives

• Start with a time-bound pilot (90 days) focused on a high-impact area to validate fit and ROI.
• Buy core analytics and technical fixes up front, then move to a retainer for content and growth.
• Consider hybrid models where content is produced in-house and technical or strategic work is outsourced.

When a hiring decision is imminent, book a discovery conversation or request a written growth audit to compare apples to apples. If you prefer an introduction to Prebo Digital services, you can reach out via our contact page to request a tailored audit.

Final checklist before signing an AOR agreement

• Defined KPIs and methods for revenue attribution (GA4 + server-side).
• Scope document with deliverables, frequency, and owners.
• Clear pricing model and change order process.
• Data access and security expectations documented.

Sources

• Google Search Central - SEO Starter Guide
• Google Analytics Help - GA4 measurement overview
• Search Engine Journal - How Much Should You Pay for SEO?