Prices vary widely, and a headline monthly figure does not tell you much without knowing what it covers. Here is how to make sense of what you are quoted.
How agencies usually charge
Common models include a one-off audit or project fee, a monthly retainer for ongoing work and hourly or day-rate consultancy. Each suits a different need.
Be cautious of fixed-price packages that do not reflect your site, your market or your goals.
What drives the price
Scope is the biggest factor: the size and complexity of your site, how competitive your market is and how much content, technical work and outreach is involved.
Local campaigns for a single location are usually simpler than national or large ecommerce programmes.
Questions to ask before you sign
What exactly is included each month, and who does the work? How will progress be reported, and against which measures? What happens if you want to leave, and do you keep everything that has been created?
A good provider will answer plainly and will not guarantee rankings.
Value matters more than the monthly figure
Compare cost against what an enquiry or customer is worth to you. A modest investment that reliably produces qualified leads is better value than a cheaper service that produces reports but no business.