How to Package SEO Services

Lindsay Halsey

Lindsay Halsey is a co-founder of Pathfinder SEO. She has over 10 years of experience working in SEO with small to large businesses. Lindsay focuses on teaching site owners, freelancers, and agencies how to get found on Google via a guided approach to SEO. Stay in touch on Twitter - @linds_halsey.

As you launch and scale your SEO offering, one of the most important components is packaging.

How will you group your SEO services in a meaningful way that makes your offering easy to sell and deliver?

Learn how to create an SEO services offering that includes one-time and recurring services.

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Use a Model to Package Your SEO Services

Our goal is to create a single model that we follow consistently. A consistent approach makes it easy to repeatedly price, sell, and deliver SEO services.

The most common models for delivering SEO services include:

  • Hourly
  • One-Time
  • Recurring (Monthly)

Our approach to SEO blends one-time services with monthly. It includes three offerings:

  • SEO Assessment
  • SEO Set-Up
  • Monthly SEO

Let's explore each in more detail.

SEO Assessment

This project is an introduction to your SEO services. It’s an easy way for a prospect to get started with SEO.

An SEO Assessment is targeted towards those who don't know where to begin. They might be new to SEO altogether, or just starting a new business. They may have been burned by an SEO agency in the past.

The ultimate goal of an SEO Assessment is to identify a site’s current state and to create an SEO roadmap that will lead to growth. This project serves as a low commitment, trust-building exercise.

An SEO Assessment doesn't cost thousands of dollars. It's meant to bring new prospects into your sales cycle and help them get started.

An SEO Assessment doesn't take forever. This project can be completed in a week or less.

An SEO Assessment includes:

  • Introduction to SEO: How do the search engines work?
  • Website Evaluation: How does the website stack up in the areas of technical SEO, content, on-site optimization, and off-site SEO? What are the site's strengths and weaknesses?
  • SEO Strategy: Where do we go from here? How do we turn weaknesses into opportunities for growth?

Note: An SEO Assessment isn't an SEO Audit. An SEO Assessment is at the 1,000-foot level. It looks at the most critical dynamics and provides an overview of opportunities to help gain traction and SEO results.

Upon completion of the SEO Assessment, the client is ready to take action. This is where our next stage begins.

SEO Set-Up

SEO Set-Up is a one-time project to build a website’s SEO foundation. It's completed in a relatively short time period — one to two months is an ideal timeframe.

This project is considered an accelerator. It moves a client through the initial time-consuming tasks required to get started with SEO.

SEO Set-Up can be completed on a live website or begun in conjunction with the development of a new site. In the case of a site in development, the execution phase of work is invested in the new website.

SEO Set-Up includes three phases:

  • Research & Planning: This phase includes tasks such as setting up Google Analytics, connecting a website to the Google Search Console, and creating a Google Maps local search listing via Google My Business. We also invest in keyword research, competitive analysis, and content strategy.
  • Execution: This phase includes tasks completed on a customer's website platform, such as updating page titles and meta descriptions, fixing broken links, improving the alternative text, building an XML sitemap, and more.
  • Results & Next Steps: We expect to see improvement in the search results within mere weeks of completing the execution step. It's now time to review these results with your customer and talk about the next steps.

Our guided approach at Pathfinder includes an SEO Checklist which includes the steps needed to deliver the SEO Set-Up offering.

Next, let's explore monthly SEO services.

Get Our FREE Packaging Worksheet

Download this useful template and jumpstart the design of your SEO packages.

Monthly SEO Services

If you design and build websites for your customers, then you’re already familiar with the need for ongoing maintenance to keep a site running smoothly. Launching a new website isn't the end of the story; any website will need regular support in order to stay up-to-date. This kind of support is best delivered via a monthly maintenance plan.

SEO isn't a “set it and forget it” marketing initiative, either. The search engines continue to evolve, and so do your clients’ businesses. SEO, therefore, requires ongoing efforts in content marketing, technical SEO maintenance, and off-site SEO. For this reason, we usually recommend that clients engage in a monthly SEO services plan.

Effective monthly SEO services require three components:

  • Communication: This is the most important piece of a successful SEO effort. To be successful in SEO today, collaboration and feedback are required. A monthly phone call is a great way to ensure you’re on the same page as your client(s).
  • Reporting: Each month, it's essential to deliver a summary of results and observations. Typically, this takes the form of an emailed report which combines your comments and observations with information from data tools like Google Analytics.
  • Action Items: These are the exact steps we’ll take each month to drive results. Each month’s progress will build on previous months, and eventually, solidify your SEO position for the future. One key component of this step will include collaborating on content optimization and expansion.

As we package SEO services for delivery on a monthly basis, consider offering three tiers of service:

  • Good: This is for prospects just getting started with SEO.
  • Better: This is for prospects who are ready to drive results.
  • Best: This is for prospects who want next year’s results today.

There are many ways to differentiate your tiers of service. Here are a few options:

  • The frequency of calls and meetings, which increases as project engagement increases.
  • Your role in content production, which ranges from delivering a plan to delivering and executing that plan.
  • Your role is off-site SEO, which also ranges from delivering a plan to delivering and also executing that plan.

Here's an example:

monthly packaging

Frequently Asked Questions

What's Next?

Put pen to paper and design your own SEO packages.

  • What names will you use for SEO Assessment, SEO Set-Up, and your monthly SEO plans?
  • What services will be included in your monthly plans?

Once you have this in place, you are ready to structure your pricing.

Then, you are ready for pricing.

Get Our FREE Packaging Worksheet

Download this useful template and jumpstart the design of your SEO packages.

Lindsay Halsey

Lindsay Halsey is a co-founder of Pathfinder SEO. She has over 10 years of experience working in SEO with small to large businesses. Lindsay focuses on teaching site owners, freelancers, and agencies how to get found on Google via a guided approach to SEO. Stay in touch on Twitter - @linds_halsey.
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