SEO Para o CEO: Construindo Um Negócio de Search Marketing

SEO Pricing Models

A Look at Various SEO Services Mmm.... So many to choose from

Standard SEO for Keyword Rankings $$$ to SEO

Site Audit Reports The SEO's Primary Auditing Tool

Consulting

Keyword Research

Content Creation & Copywriting Blogging: Invented circa 300AD. Originally called “monks.” Like their modern descendants, monks had awful haircuts, dismal fashion and no success with the opposite gender.

Link Building

Strategic Planning Design/Reports

Viral Content Creation/Promotion

Social Media Marketing

Reputation Management/Control

Brand Tracking & Reporting

Webdev / Web Design

Training & Workshops

Pricing Models

Hourly Consulting $40- $50 | $100 – $200 | $300 - $1000

Retainers

By-the-Project Pricing

Pay-for-Performance

Profit Sharing

Hybrid Models

Pricing A Contract Hourly Rate = The Basics Employee Hours + Outsourced Labour + Overhead + Profit

Labor Costs Hourly Rate = Employee Costs = Employee salary + benefits + taxes divided by # of working hours Outsourced Labor = Invoice

Overhead Hourly Rate = Overhead = Monthly operating bills / working hours Rent + Labor + Transportation + Loans/Leases + Legal/Acctg/Other Professional Services + Office Supplies + Maintenance + Taxes + Standard Utilities (heat, water, electricity, phones) + SEO-specific utilities (ISP, hosting, analytics, SEOmoz Premium Membership, etc.)

Job Specific Overhead Hourly Rate =
Transportation
Legal / Insurance Costs
Cost increases on any standard utility expenses
Pro-Rated Employee Overtime
Reporting Requirements
Hand-Holding

Other Values & Detriments Hourly Rate =
Other Values
Prestigious Addition to Your Client List
Particularly Interesting or Emerging Field
Fun to Work With

Other Values & Detriments Hourly Rate =
Are there any liabilities inherent in working with this client?
Payment habits | Propensity to sue
Bad PR if you are known to work in this field or with this client

Determining Profit Hourly Rate =
What is your minimum acceptable profit margin?
What will the market bear?
What is the value to the client? ROI?
What is the delivery schedule?
How much hand-holding is required?
What other remuneration will you get by taking this job?

Pricing By the Project Hourly Rate = Best Suited for: Site Audit Reports, Web Dev/Design Training Workshops, Viral Content Creation & Promotion Pay specific attention to project related costs Don’t forget to add pro-rated overhead costs

Retainer Pricing Hourly Rate = Best Suited for: Reputation Control, Brand Management, Link Building PPC, Consulting, Social Media Marketing Ongoing Content Development Multi-hour packages: determine your carry-over policy Reporting requirements & frequency Include a review & renew policy

Pricing By the Hour Hourly Rate = Best Suited for: SEO Services for Keyword Ranking, Consulting, Training, Link Building, Content Creation, Social Media Marketing Easier on the SEO: One price per hour Often More Comfortable for Clients: Tiered pricing per hour

Profit Sharing Hourly Rate = Best Suited for: E-Commerce Projects Negotiation Options: Gross Sales Adjusted Gross Sales Net Profit Length of contract is critical to success

Pay For Performance Hourly Rate = Best Suited for: Reputation Management, Viral Media/Linkbait Determine Base Success Level Add On Bonus Benchmarks for: Additional Quantitative Achievements Aggressive Schedules Longevity of Results

Hourly Rate = Contract Pricing Generalities (USD)

Hourly Rate = Sample Project Based Contracts from SEOmoz (Our Competition Particularly Liked This Part…) Note: SEOmoz No Longer Performs Consulting Services See: Distilled.co.uk, now inside SEOmoz offices

Travel Industry Website Needs: Keyword Targeting Strategy, Link Building Strategy, Measurement/ROI Calculation Systems Method: Consulting – phone, email & in-person meetings Cost: $24,000 - $8,000 in month 1, $4,000 per month for 4 months

Large, Media Web Property Needs: SEO Training, Search Strategy Consulting (with pre-existing in-house SEO) Method: On-site meeting/training, ongoing consultation by phone & email Cost: $25,000 - $10,000 down, $10,000 upon training, $5,000 following month

Classifieds Website Needs: SEO Audit of 2 websites, recommendations for link building and on-page strategies Method: Remote consultation and report construction Cost: $16,000 - $8,000 down for 1 st site, $8,000 down for 2 nd site review

Personal Reputation Management Needs: Two Listings Pushed to Page 3+ of Results Method: Remote link building & optimization Cost: $20,000 - $5,000 to start, $10,000 for page 2, $5,000 for page 3

Technology Website Needs: Linkbait development & promotion, SEO consulting Method: Remote creation of linkbait, phone & email consultations Cost: $30,000 - $6,000 to start, $6,000 per month for 5 additional months

Establishing Your Value What is the value to the customer?

Establishing Your Value How long will it take to realize that value (ROI)?

Establishing Your Value How does it compare to other marketing channels?

Establishing Your Value What’s the value of achieving ROI sooner?

Do the Numbers Pencil Out?
Determine your hard costs
Add labor
Add overhead
Determine total value to your client
Determine daily value to your client

Create Your Own Top Ten List

SEO Products vs. Services Consider the relative scalability and costs of deployment of different SEO models Services = Selling Time for Money / 1-off projects Products = Residual Income / requires support/service Services Scale with People Products Scale with Marketing + Development

Final Thoughts
You will only be paid what you believe you are worth
You cannot hope for something more than a person hopes for themselves
The SEO industry has enough space for us all – collaborate

Final Thoughts If you share, you will get more….

Questions & Comments [email_address] @SEOmom on twitter & around the web @SEOmoz whitehat10 = 25% off SEOmoz PRO

SEO Para o CEO: Construindo Um Negócio de Search Marketing

by Search Labs on Aug 10, 2010

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SEO Para o CEO: Construindo Um Negócio de Search Marketing — Presentation Transcript