Selling SEO can be one of the most rewarding parts of digital marketing, but it also comes with challenges. To win clients, agencies must not only demonstrate expertise but also clearly communicate the real business benefits of SEO. With so much competition in the market, standing out requires a clear strategy and a focus on client relationships.
This guide shares practical tips to help you improve your sales approach, whether you’re new to offering SEO or looking to refine your current strategy.
1. Understand Your SEO Services
Before you can sell SEO effectively, you need complete clarity on what you’re offering.
Define your packages: Decide whether you’re offering DIY SEO (where clients manage their own campaigns), done‑with‑you support (collaboration between you and the client), or fully managed services.
Outline deliverables: Be specific about what’s included, such as keyword research, on‑site optimisation, content creation, or backlink strategies.
Set expectations: Make sure your team can explain exactly what clients will receive and how much time you’ll dedicate each month. Transparency builds trust from the start.
2. Choose the Right Pricing Strategy
Pricing can be tricky in SEO — here are some tips for making it work:
Price by time, not keywords: Charging per keyword can be limiting. Pricing based on hours or deliverables is more flexible and reflects the behind‑the‑scenes work that goes into SEO.
Be cautious with “free until ranking” offers: While attractive to clients, this approach is risky for agencies. SEO results are unpredictable, and this pricing model can lead to unsustainable workloads and lost revenue.
3. Make the Most of Upsells and Bundles
Upselling isn’t about pushing more services — it’s about providing added value where it genuinely benefits the client.
Start with existing clients: It’s easier to upsell to people who already trust your work. They’re more likely to invest in additional services if they’ve seen good results.
Create clear bundles: Package multiple SEO activities together (e.g., technical optimisation, content creation, and local SEO) so clients can see the full value in one offering.
Offer tailored add‑ons: For example, you might upsell additional content, advanced technical SEO, or Google Business Profile optimisation for clients who are ready to take the next step.
Selling SEO isn’t just about pitching services — it’s about demonstrating value, understanding client goals, and providing solutions that help them grow. By defining your services clearly, pricing strategically, and using upsells wisely, you can stand out in a competitive market and build stronger, longer‑lasting client relationships.