UK SEO Pricing at a Glance (February 2026)
| Business Size | Monthly Retainer | Best For |
|---|---|---|
| Local / Startup | £500–£1,200/mo | Single-location businesses, low-competition niches |
| Growing SME | £1,500–£3,000/mo | Regional businesses, small e-commerce, B2B starting SEO |
| Mid-Market B2B | £3,000–£5,000/mo | National campaigns, competitive B2B, multi-location |
| Enterprise | £5,000–£20,000+/mo | International SEO, large e-commerce, YMYL sectors |
All prices exclude VAT. Based on publicly listed UK agency pricing and industry surveys (Ahrefs 2024, SE Ranking/Duda 2025). See Whitehat's own pricing →
UK SEO pricing ranges from £500 to £20,000+ per month depending on your business size, competition level, and service scope. The average B2B company investing in meaningful SEO pays between £2,500 and £5,000 per month — and that figure has risen 15–30% since 2024, driven by inflation, expanded AI service requirements, and intensifying competition for organic visibility.
This guide breaks down what UK businesses actually pay for SEO in 2026, what you should expect at each price point, and how to tell whether you're getting genuine value or being overcharged. We've benchmarked pricing from publicly listed UK agencies, industry surveys covering 700+ SEO professionals, and our own experience managing SEO campaigns for UK B2B companies since 2012.
If you want the quick answer: the minimum viable monthly SEO investment for a UK B2B company targeting national keywords is now £1,500–£2,500 per month. Anything below £1,000 per month carries significant risk of producing no measurable results.
70%
of UK agencies raised prices in 2025–2026
748%
median SEO ROI across industries
78%
of SEO providers use monthly retainers
6–12mo
typical time to positive SEO ROI
How Much Does SEO Cost in the UK? 2026 Benchmarks
SEO pricing in the UK varies dramatically depending on four factors: your business size, competitive landscape, geographic targeting scope, and the pricing model used. Here are the current benchmarks across all three main provider types.
Monthly Retainer Pricing by Business Size
| Business Type | Monthly Cost | Hours/Month | 2024 → 2026 Change |
|---|---|---|---|
| Local / Startup | £500–£1,200 | 5–10 hrs | +40–50% |
| Growing SME | £1,500–£3,000 | 15–30 hrs | +40–65% |
| Mid-Market B2B | £2,500–£5,000 | 30–50 hrs | +25% |
| Enterprise | £5,000–£20,000+ | 50–100+ hrs | +25–65% |
Sources: SE Ranking/Duda 2025 Survey (260 agencies, 53 UK-based), Ahrefs SEO Pricing Survey (439 professionals, Aug 2024), publicly listed UK agency pricing from Targeted SEO, Appear Online, POLARIS, RS Digital, Yellowball, and Minty Digital. All prices exclude VAT (standard 20%).
Hourly and Day Rates by Provider Type
| Provider | Hourly Rate | Day Rate | Best For |
|---|---|---|---|
| Junior Freelancer | £30–£50 | £240–£400 | Basic on-page tasks, content briefs |
| Mid-Level Freelancer | £50–£100 | £400–£800 | Technical audits, content strategy |
| Senior Consultant | £150–£300 | £500–£1,400 | Strategic consulting, training, complex migrations |
| Boutique Agency | £75–£150 | £600–£1,200 | Full-service campaigns, multi-channel strategy |
| Established Agency | £150–£300+ | £1,200–£2,400 | Enterprise campaigns, international SEO, senior oversight |
Sources: YunoJuno 2024 Report (UK freelancer rates), IT Jobs Watch Nov 2025 (median SEO consultant day rate £500), Bark.com 2025, Appear Online. Agencies carry a 38%+ premium over freelancers due to team overhead, tools subscriptions (£500–£2,000+/mo for enterprise SEO tools), and strategic depth.
Project-Based SEO Pricing
| Project Type | Typical Cost | Timeline |
|---|---|---|
| SEO Audit (basic) | £500–£2,000 | 1–2 weeks |
| SEO Audit (comprehensive) | £2,500–£7,500 | 2–4 weeks |
| SEO Audit (enterprise) | £7,500–£15,000 | 4–8 weeks |
| Website Migration | £1,000–£15,000 | 4–12 weeks |
| Penalty Recovery | £5,000–£50,000 | 3–12 months |
| Content Strategy | £1,000–£10,000 | 2–6 weeks |
| SEO Blog Post (1,000 words) | £80–£300 | 3–7 days |
| Keyword Research (one-off) | £100–£1,000 | 3–10 days |
What You Actually Get at Each Price Point
The gap between the cheapest and most expensive SEO packages is not just about hours — it's about the depth of strategy, quality of execution, and scope of services. Here's an honest breakdown of what UK agencies typically deliver at each budget level.
£500–£1,200/mo
Basic / Local SEO
You get: Keyword research for 5–15 terms. On-page optimisation of core pages. Google Business Profile setup. Basic technical audit (templated). 1–2 blog posts per month. Monthly automated report.
You don't get: Link building. Content strategy. Competitor analysis. Strategy calls. Dedicated account manager.
⚠️ Multiple sources warn this budget produces minimal results for competitive industries. Sufficient only for local businesses in low-competition niches.
£1,500–£3,000/mo
Growth / Intermediate
You get: Comprehensive keyword research (15–30 terms). Full technical audit with implementation. On-page optimisation across key pages. 4–8 quality content pieces per month. 5–10 backlinks per month. Competitor benchmarking. Schema markup. Monthly or bi-weekly strategy calls.
You don't get: Full content strategy. Digital PR. AEO/AI visibility. CRO. Senior strategist oversight.
Good starting point for regional businesses and SMEs. This is where most growing UK businesses should begin.
£3,000–£5,000/mo ⭐
The B2B Sweet Spot
You get: Everything in the growth tier, plus full content strategy with editorial calendar. 6–12 content pieces per month. Active digital PR and link building (10–20 quality links/mo). Advanced technical SEO (site architecture, Core Web Vitals, JS rendering). AEO integration as standard. Quarterly strategy reviews. Dedicated account manager + specialist team.
You don't get: International SEO. Full AI visibility suite. CRM integration. Board-level reporting.
This is where most UK B2B companies (£5M–£100M turnover) see the best return on investment. Whitehat's SEO services sit within this range.
£5,000–£20,000+/mo
Enterprise / Full Service
You get: Everything in the B2B tier, plus international/multilingual SEO. Full AEO/GEO suite (ChatGPT, Perplexity, Google AI Overviews, Claude). Advanced attribution modelling. CRM and marketing tech integration (e.g., HubSpot). Weekly strategic calls. Senior strategist and dedicated team of 5–10+ specialists. Board-level reporting. Crisis/reputation management.
Required for enterprise brands, multi-country campaigns, large e-commerce (1,000+ SKUs), and YMYL sectors (finance, legal, health) where regulatory compliance affects content strategy.
The Four SEO Pricing Models (and Which Actually Works)
There are four ways UK SEO agencies typically charge. The model you choose affects not just cost, but the quality of work you receive and the results you can expect.
| Model | Prevalence | Typical Cost | Best For | Rating |
|---|---|---|---|---|
| Monthly Retainer | 78% of providers | £500–£20,000+/mo | Ongoing SEO campaigns | ⭐ Recommended |
| Project-Based | 49% of providers | £500–£50,000 per project | Audits, migrations, one-offs | ✅ Good for defined scope |
| Hourly Consulting | Varies | £30–£300/hr | Advice, training, ad hoc support | ⚠️ Expensive long-term |
| Performance-Based | ~15% of providers | 5–15% of revenue | Rarely advisable | 🚩 Proceed with caution |
Monthly Retainers: The Gold Standard
Monthly retainers dominate for good reason — SEO is an ongoing process where results compound over time. Content built this month generates traffic for years. Links accumulated this quarter strengthen next quarter's rankings. The Ahrefs 2024 survey confirms 78.2% of SEO providers prefer this model, and the SE Ranking/Duda survey found agencies retaining clients for 2+ years consistently charge higher fees — because they deliver better results.
Standard UK contract terms: Most agencies require a 6–12 month initial commitment, reflecting the time needed for meaningful SEO results to materialise. After the initial term, contracts typically convert to rolling month-to-month with 30 days' notice. Be wary of agencies requiring 12+ months upfront with no break clause — that's a red flag, not confidence.
Why Performance-Based SEO Should Raise Red Flags
Performance-based SEO sounds attractive — you only pay for results. In practice, it incentivises exactly the wrong behaviours. Agencies working on performance models have a financial incentive to chase short-term ranking gains through risky tactics: low-quality link building, keyword stuffing, and private blog networks. These tactics can work temporarily before triggering Google penalties that destroy your organic visibility entirely.
Most reputable UK agencies explicitly refuse performance-based models. SEO has a 3–6 month lag between work and results, making attribution complex. Modern buyer journeys involve multiple touchpoints, making single-channel performance metrics misleading. If an agency offers a pure performance deal, ask yourself why no other client is willing to pay them a retainer.
How AI and AEO Are Changing What SEO Costs in 2026
The emergence of AI search (ChatGPT, Google AI Overviews, Perplexity) has fundamentally expanded the scope of what "SEO" means — and that expansion has pushed prices upward. According to the Digital Agency Network (November 2025), AI-powered SEO services command a 20–50% premium over traditional SEO. This is not because the work is harder in isolation. It's because the scope has doubled.
In 2024, an SEO agency optimised for Google's 10 blue links. In 2026, that same agency must also optimise for Google AI Overviews (which have reduced organic click-through rates by up to 61%), ChatGPT (processing 2+ billion daily queries), Perplexity, and Claude. Gartner predicts traditional web search volume will fall 25% by 2026 as users shift to AI chat interfaces. The work hasn't got easier — it's got bigger.
What AEO and GEO Services Cost
| Service | Monthly Cost | What's Included |
|---|---|---|
| AEO Add-On (basic) | £400–£800/mo | AI visibility audit, schema markup, answer-first content optimisation |
| AEO Integrated (avg) | ~£740/mo | Bundled with SEO retainer. Prompt research, entity mapping, citation tracking |
| AEO Comprehensive | £1,500–£5,000/mo | Full AI platform coverage, brand mention strategy, competitor citation analysis |
| GEO (Enterprise) | £6,000–£24,000/mo | SEO + PR + reputation management for AI chatbot recommendations |
Sources: SE Ranking/Duda 2025 Survey, First Page Sage GEO pricing, PageTraffic 2026. Learn more about AEO →
Currently, 61% of UK agencies are expanding their AEO service offerings (SE Ranking/Duda 2025), while 39% do not plan to offer AEO at all. If your current SEO provider falls into that 39%, it's worth asking what their strategy is for the 25% of search traffic expected to shift to AI interfaces by the end of 2026. At Whitehat, AEO is integrated into every SEO campaign rather than treated as a premium add-on.
SEO Pricing for UK B2B Companies: A Specific Guide
Most SEO pricing guides lump all businesses together. But B2B SEO has fundamentally different economics to B2C or local SEO. The keywords are lower volume but higher value. The sales cycles are longer (3–12 months). The decision-making units are larger. And the lifetime customer value is dramatically higher — a single enterprise client might be worth £50,000–£500,000+ over their lifetime, meaning even an expensive SEO campaign can pay for itself with one or two conversions.
Here's what B2B companies specifically should budget, based on company size and growth stage.
| B2B Company Stage | Revenue | Recommended SEO Budget | Focus |
|---|---|---|---|
| Seed / Early Stage | <£1M | £1,000–£2,000/mo | Foundation: technical health, core pages, local visibility |
| Growth Stage | £1M–£10M | £2,500–£5,000/mo | Content engine, link building, national visibility, AEO |
| Scale-Up | £10M–£50M | £5,000–£10,000/mo | Full-service SEO + AEO, digital PR, attribution modelling |
| Enterprise | £50M+ | £10,000–£20,000+/mo | International, multi-brand, full AI visibility, CRM integration |
The budget benchmark: Gartner's 2024–2025 CMO Spend Survey shows marketing budgets average 7.7% of revenue, with digital channels claiming 61.1% and search representing 13.6–13.9% of digital spend. For a £10M B2B company, that translates to roughly £6,300–£6,500 per month on search (SEO + PPC combined). A 60/40 split in favour of SEO gives an SEO budget of approximately £3,800/month — right in the middle of the £3,000–£5,000 sweet spot.
In-House SEO Team vs Agency: The Real Cost Comparison
One of the most common questions we hear from UK B2B companies: "Would we be better off hiring someone in-house?" The answer depends on your scale, but the maths is often surprising.
| Cost Component | In-House (1 SEO Manager) | Agency (Mid-Tier) |
|---|---|---|
| Annual salary | £35,000–£55,000 | — |
| Employer NI + pension + benefits | £7,000–£11,000 (20%) | — |
| SEO tools (Ahrefs, Semrush, Screaming Frog etc.) | £6,000–£18,000/yr | Included |
| Training and development | £1,500–£3,000/yr | Included |
| Content writers / freelancers | £12,000–£24,000/yr | Included |
| Agency retainer fee | — | £36,000–£60,000/yr |
| Total Annual Cost | £61,500–£111,000 | £36,000–£60,000 |
The agency route costs 40–55% less on a like-for-like basis, and gives you access to a full team (strategist, content writers, technical SEO specialist, link builder, data analyst) rather than a single generalist. The trade-off: an in-house hire gives you 100% dedicated attention, deeper business knowledge over time, and faster implementation of changes. The best approach for most mid-market B2B companies is a hybrid — an agency for strategy and specialist execution, with an in-house marketing manager to coordinate.
Is SEO Worth the Investment? ROI Data for UK Businesses
The median SEO ROI across all industries is 748% — meaning £7.48 return for every £1 invested, according to First Page Sage's analysis of B2B client data from 2021–2025. But that's a global average. Here's what the data shows broken down by sector.
| Industry | SEO ROI | Break-Even |
|---|---|---|
| Real Estate | 1,389% | — |
| Financial Services | 1,031% | 9 months |
| Higher Education | 994% | 13 months |
| B2B SaaS | 702% | 7 months |
| Construction | 681% | 5 months |
| Legal Services | ~526% | — |
| E-Commerce | 317% | 9 months |
Source: First Page Sage Q3 2025, 3-year average ROI data. Global figures — no UK-specific SEO ROI studies currently exist.
SEO vs PPC: The Long-Term Cost Comparison
SEO and PPC are not competing strategies — most B2B companies need both. But the economics are fundamentally different. PPC delivers immediate visibility but stops the moment you stop paying. SEO takes longer to build but compounds over time.
The numbers: SEO delivers 8× ROI versus PPC's 4× over time. The first organic result achieves 39.8% CTR versus 2.1% for the top paid ad. And UK CPCs have risen 10–28% year-on-year in 2024–2025, with average B2B tech keywords costing £10–£50+ per click. At those rates, a £3,000/month PPC budget buys you 60–300 clicks. A £3,000/month SEO campaign, after reaching maturity at 6–12 months, typically delivers 500–5,000+ organic visits per month — indefinitely. For a deeper comparison, see our guide to UK PPC agencies and pricing.
The organic revenue reality: BrightEdge's research — still the most-cited benchmark — shows organic search drives 53.3% of all website traffic and 64.1% for B2B companies specifically. Among B2B buyers, 94% research online before purchasing, with 57% of the purchase process completed before they ever contact a supplier. If you're not visible in organic search (and increasingly in AI answers), you're not in the consideration set.
10 Red Flags in SEO Agency Proposals
After 14 years reviewing SEO proposals (both our own and those of clients coming from other agencies), these are the warning signs that consistently indicate you're about to waste money.
1. Guaranteed rankings. No one can guarantee Google positions. Agencies that promise "page 1 in 30 days" are either lying or using risky tactics that will get your site penalised.
2. Prices below £500/month for national keywords. At that price, you're getting perhaps 3–5 hours of work. That's not enough time to move the needle on competitive terms.
3. No mention of content. If the proposal focuses entirely on "technical optimisation" and "link building" with zero content strategy, the agency is working from a 2015 playbook.
4. Vague deliverables. "Ongoing optimisation" and "monthly reporting" without specifics means you can't measure what you're paying for. Insist on named deliverables with quantities.
5. Long lock-in contracts with no break clause. 6–12 month initial terms are normal. But 24-month contracts with no performance review clause protect the agency, not you.
6. No AI/AEO strategy. Any agency quoting in 2026 without mentioning AI search visibility, ChatGPT, or Google AI Overviews is ignoring the biggest shift in search since mobile.
7. Reporting only on rankings. Rankings matter, but they're a means to an end. If reporting doesn't include traffic, conversions, leads, or revenue, the agency is measuring activity, not outcomes.
8. Opacity about link sources. If an agency won't tell you where they're building links, it's because the sources wouldn't pass scrutiny. Ask for a sample of recent placements.
9. Quarterly billing upfront. Monthly invoicing is standard. Agencies requesting large upfront payments are transferring risk to you. Monthly in advance is normal; quarterly or annual upfront is unusual.
10. No discovery phase. Any agency willing to quote a fixed price before understanding your site, market, and competition is selling a template, not a strategy.
7 Factors That Legitimately Drive SEO Pricing Differences
Not all price differences are about quality. Several objective factors legitimately affect what you should expect to pay.
1. Geographic targeting scope. Local SEO (single city) costs significantly less than national or international campaigns. Multi-location businesses (e.g., 20+ branches) require separate optimisation for each location, multiplying the work.
2. Competition level. SEO for a solicitor in a regional town costs far less than SEO for a national SaaS company competing against VC-funded competitors with dedicated content teams. Competitive landscapes determine the content volume, link building effort, and technical depth required.
3. Current site health. A well-built website on modern CMS (HubSpot, WordPress) with clean technical foundations needs less upfront work than a legacy site with thousands of indexing issues, broken redirects, and thin content. Discovery audits exist to assess this.
4. Content requirements. Industries requiring expert-written content (medical, legal, financial) cost more because the writers command higher rates and the review process is longer. YMYL (Your Money or Your Life) sectors also require stronger E-E-A-T signals.
5. London premium. London-based agencies typically charge 30–50% more than regional UK agencies. This reflects higher operating costs, not necessarily higher quality. Many excellent agencies operate outside London at more competitive rates.
6. AI/AEO scope. If your target market is actively using ChatGPT, Perplexity, or Google AI Overviews to find suppliers (and in B2B, they increasingly are), the scope of work expands significantly. AI visibility is not a separate channel — it's an additional layer on top of traditional SEO.
7. Reporting depth. Automated ranking reports are cheap to produce. Custom dashboards showing traffic, conversions, pipeline attribution, and revenue impact (integrated with your CRM via tools like HubSpot) require significant setup and ongoing analysis time.
A Note on VAT and SEO Pricing
Most UK SEO agencies quote prices excluding VAT (written as "+ VAT" or "plus VAT"). This is legally permitted under UK ASA/CAP Code Rule 3.18 because their primary clients are VAT-registered businesses who can recover the VAT. The current UK standard VAT rate is 20%, so a quoted price of £3,000 + VAT equals £3,600 inclusive.
Freelancers below the VAT registration threshold (currently £90,000 annual turnover) do not charge VAT, making them appear 20% cheaper on a like-for-like basis. This is a legitimate cost saving for businesses that cannot reclaim VAT, but it's not a quality indicator. When comparing quotes, always compare on an ex-VAT basis. Our pricing page lists all figures excluding VAT for transparency.
Frequently Asked Questions About SEO Pricing
How much does SEO cost per month in the UK?
UK SEO costs range from £500 to £20,000+ per month. Local businesses typically pay £500–£1,200/mo, growing SMEs £1,500–£3,000/mo, mid-market B2B companies £3,000–£5,000/mo, and enterprise brands £5,000–£20,000+/mo. All prices exclude VAT (20%). The minimum viable investment for competitive national keywords is £1,500–£2,500/mo.
How long does SEO take to show results?
Most businesses see meaningful improvements within 6–12 months, with positive ROI typically achieved in months 7–12. Long-tail keywords in low-competition niches can rank in 3–6 months. Competitive B2B keywords typically take 6–12 months. Peak performance occurs in years 2–3 as content authority compounds. Construction and HVAC businesses break even fastest (5–6 months), while higher education takes longest (13 months).
Is cheap SEO worth it?
Rarely. SEO packages under £500/mo for national keywords typically deliver minimal results because there simply aren't enough hours to execute meaningful work. At 5–10 hours per month, you'll get templated audits and automated reports — not strategy, content, or link building. Worse, some ultra-cheap providers use risky tactics (low-quality links, keyword stuffing) that can trigger Google penalties. Budget SEO isn't just ineffective — it can actively damage your site.
Should I hire a freelancer or an agency for SEO?
Freelancers suit businesses needing specific, defined SEO tasks (an audit, content briefs, technical fixes) on a budget. Agencies suit businesses needing a full ongoing SEO campaign with strategy, content, links, and technical work. Agencies charge 38%+ more than freelancers on an hourly basis, but provide team depth (strategist, writer, technical specialist, link builder) that no single freelancer can match. For mid-market B2B companies, an agency typically delivers better ROI.
What's the minimum SEO budget for a B2B company?
For B2B companies targeting national UK keywords, the minimum effective budget is £1,500–£2,500/mo. Below this, you won't generate enough content, build enough links, or maintain enough technical work to compete in most B2B markets. The Gartner benchmark suggests allocating approximately 13.6% of your digital marketing budget to search. For a £10M B2B company, that translates to roughly £3,800/mo on SEO.
How much does an SEO audit cost in the UK?
Basic SEO audits cost £500–£2,000, comprehensive audits £2,500–£7,500, and enterprise-grade audits £7,500–£15,000. The difference lies in depth: basic audits check core technical issues and on-page elements; comprehensive audits include competitor analysis, content gap assessment, and strategic recommendations; enterprise audits cover multi-site architectures, international considerations, and CRM integration. Whitehat's audit packages start from £2,500.
Is Answer Engine Optimisation (AEO) worth the additional investment?
Yes, increasingly so. Organic CTR drops 61% when Google AI Overviews appear (Seer Interactive 2025), and Gartner predicts traditional search volume will fall 25% by 2026 as users shift to AI interfaces. AEO typically costs £400–£800/mo as a basic add-on or ~£740/mo bundled with SEO (SE Ranking/Duda 2025 survey). At Whitehat, we integrate AEO into every SEO campaign rather than charging it as a separate service.
How do I know if my SEO agency is actually doing anything?
Ask for monthly deliverable reports that itemise exactly what was done: content pieces created (with URLs), links built (with placement URLs), technical issues fixed (with before/after), and strategy decisions made. Check Google Search Console and Analytics yourself — organic traffic trends don't lie. If your agency can't show you specific work delivered each month, or only provides automated ranking reports, that's a problem. Good agencies welcome scrutiny because they have nothing to hide.
Why has SEO got more expensive in 2025–2026?
Three factors. First, inflation and rising operating costs have affected all service industries — 70% of UK agencies raised or plan to raise prices (SE Ranking/Duda 2025). Second, the scope of SEO has expanded to include AI search visibility (AEO/GEO), effectively doubling the number of platforms agencies must optimise for. Third, Google's algorithm has become more sophisticated, requiring higher-quality content, more authoritative links, and stronger E-E-A-T signals — all of which cost more to produce.
Can I do SEO myself?
Yes, to a point. Many small businesses handle basic SEO themselves: Google Business Profile optimisation, on-page basics, blogging, and monitoring Search Console. You'll need SEO tools (£100–£300/mo for Ahrefs or Semrush) and should budget 10–20 hours per week for meaningful progress. Where DIY SEO typically falls short is in technical SEO, link building, and content strategy at scale. Most mid-market B2B companies find a hybrid approach works best: an agency for strategy and specialist execution, with an internal marketing coordinator to manage day-to-day implementation.
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Methodology: Pricing benchmarks in this guide are sourced from the Ahrefs SEO Pricing Survey (439 professionals, August 2024), SE Ranking/Duda Agency Survey (260 agencies including 53 UK-based, December 2024–2025), Backlinko SEO Pricing Study (300+ SEOs, December 2025), YunoJuno 2024 UK Freelancer Report, IT Jobs Watch (November 2025), and publicly listed pricing from 15+ UK SEO agencies. ROI data from First Page Sage Q3 2025 (B2B client analysis, 2021–2025). AI/AEO pricing from SE Ranking/Duda survey and Digital Agency Network (November 2025). All prices in GBP, excluding VAT (20%) unless stated. Global/USD survey data converted at approximate rates and flagged where applicable. Last updated: February 2026.
About the author: Clwyd Probert is the founder of Whitehat SEO, a London-based SEO and inbound marketing agency and HubSpot Diamond Partner since 2016. Whitehat provides SEO services, AEO, and AI consultancy for UK B2B companies. Our pricing is published at /digital-services-pricing.