Would an SEO retainer help your business?
As a Marketing Manager, you’re conscious of putting out high-quality content. But what happens when a lot of work goes into writing blog posts and drafting information for your web pages, yet you aren’t getting clicks?
Put simply, there’s no point spending hours writing about the benefits of your business or services if no one’s seeing it. That’s where SEO comes in.
Search engine optimisation can help improve and maintain your website’s visibility on search engines, driving organic traffic and boosting rankings over time.
The SEO Brief Template
An SEO brief template is a very valuable resource as it tells your chosen agency everything they need to know about your ...
But how do you actually achieve this? Managing the complexities of SEO and achieving consistent online visibility can seem like a minefield.
An SEO retainer can help relieve these challenges. By working with an SEO specialist on a consistent basis through a monthly retainer contract, you’ll have reliable support on hand to keep your content performing as it should.
Let’s find out more.
What is an SEO Retainer?
An SEO retainer is a monthly contract that secures expert SEO support for your business.
This will give you priority access to SEO services, as well a predictable monthly cost, which helps to make planning your marketing budget more straightforward!
SEO experts will be able to assess your website, figure out where you could be performing better, and put together and implement an SEO strategy to work towards improving your search rankings.
What’s Included in an SEO Retainer?
An SEO retainer keeps your website competitive, optimised, and visible.
So, what’s included?
At Canny, these are some of the tasks we typically cover for SEO services:
Keyword Research
Your audience is searching, but are you showing up?
Keyword research helps you to target the terms that matter most to your audience and improve your search ranking.
Your SEO team will identify high-value keywords, monitor trends, and adapt to changes in user behaviour. This way, your website stays visible for relevant searches and maintains an edge over competitors.
Strategy Development
An SEO retainer will include the development and refinement of a tailored SEO and content strategy for your business.
This may involve analysing the current performance of your content, setting clear goals, and identifying opportunities to drive organic growth.
Your SEO team will work on defining target audiences, crafting a content plan, and setting measurable objectives to track progress.
Content Creation and Optimisation
Content drives engagement, and an SEO retainer keeps your website fresh and relevant.
This includes creating new blog posts, landing pages, or product descriptions designed to rank well and appeal to your audience.
Existing content can also be optimised with updated keywords, improved formatting, and enhanced readability, keeping it aligned with your overall SEO strategy.
Performance Monitoring and Reporting
SEO isn’t ‘set it and forget it.’
With an SEO retainer, your website’s performance is monitored consistently. Your strategy will evolve in response to key metrics like organic traffic, keyword rankings, bounce rates, and conversions.
Detailed reports provide you with actionable insights – you will know exactly what’s working, what needs improvement, and how your website is growing over time.
Why Choose an SEO Retainer?
Okay, so we know what an SEO retainer is, but what are the benefits of choosing one?
Consistency
SEO isn’t a one-time fix. With a retainer, your site keeps improving over time, helping you climb search rankings and stay ahead of competitors.
Having the same team working on your content month to month will also mean that your brand has a consistent tone of voice that reflects your messaging.
Reliable Access to Support
Having a retainer in place means that you have an expert team on hand with time carved out in their schedule to support you.
It gives you reliable access to their expertise and allows for the proactive management of your SEO strategies.
Predictable Costs
A benefit of paying for a monthly SEO retainer is that you already know what you’ll be spending on SEO and content, without any unexpected fees.
The flat monthly rates help ensure financial predictability – keeping your stakeholders happy and budgeting simple for you.
Streamlined Processes
With a set plan in place, and a knowledgeable team working on your SEO needs, processes become smoother, and there’s no need to constantly re-explain your business needs or goals.
This streamlined approach means that the team can hit the ground running each month, saving time and effort for both sides.
Benefits of Long-Term Collaboration
One of the biggest advantages of a retainer is the long-term partnership between client and agency.
As your SEO team works with you over time, they gain a deeper understanding of your business goals, brand voice, and market nuances specific to your business.
This ongoing collaboration allows them to create more tailored and effective SEO strategies that evolve with your business.
How Does an SEO Retainer Work?
We know what’s included and some of the benefits of choosing an SEO retainer. But how does it actually work?
Let’s break down some of the steps.
Define Scope
The first step is to define exactly what you’ll get each month within your retainer.
You will need to discuss your needs with the agency so that your SEO retainer agreement matches your requirements. These might include content optimisation, link building, keyword research, technical improvements or all of the above.
This clarity will mean that both you and the SEO team know exactly what to expect.
Set Hours
Next, you’ll agree on the number of hours you need each month.
This will be tailored to your business’s needs. It’s helpful to spend some time evaluating the type of tasks that will need attention and how long they’re likely to take.
Depending on whether you need ongoing content tweaks, a major SEO overhaul, or regular reporting, you can agree on a number of hours that will allow the agency to best support you.
Submit Requests
Need something updated or added?
Whether it’s a quick content update or a bigger SEO task, there needs to be a clear system in place for you to submit and prioritise your needs. This may be via e-mail or through a project management platform. Different agencies have different systems in place.
At Canny, we use Productive, a platform that allows us to streamline requests, revisions and approvals with ease and gives clients transparency on what stage we’re at with a project.
The process needs to be clearly defined to allow the SEO team to stay on top of your tasks and execute them efficiently.
Approval and Delivery
Once the team has completed a task, it’s your turn to review and approve the work.
You’ll be kept in the loop at every stage, with room for feedback and revisions. Again, this process should be clearly structured to allow for the work to be tailored to your satisfaction before it’s finalised and implemented.
Monitor and Adjust
SEO is a dynamic process, and your retainer helps to keep your strategy evolving over time.
Regular check-ins and performance reviews will keep you informed, while giving the team a chance to adjust the strategy as necessary.
This way your SEO plan will stay aligned with your business goals and deliver the results you expect.
How SEO Retainers Compare to Alternatives
Here’s how SEO retainers stack up against other popular options:
In-House Teams
If SEO is a priority to you, an in-house team gives you immediate availability and direct control over SEO initiatives.
An in-house team understands your brand and knows your business inside out – this can work to your benefit in seamlessly aligning your SEO strategy with your business goals.
But of course, in-house teams come with higher overhead costs and dedicated staff may not be necessary, depending on the scope of your SEO and content needs.
Consider combining an SEO retainer with a design retainer and website retainer to give you a fully flexible marketing setup without the need for expensive in-house hires.
Freelancers
Freelancers can be ideal for one-off projects. They are often a cost-effective solution for specific tasks like keyword research or content creation.
However, sustained efforts are key when it comes to SEO success. Long-term support can make the difference when it comes to effectively monitoring algorithm changes and developing strategies to drive organic traffic growth.
The lack of commitment when hiring freelancers can lead to inconsistency and can inhibit a long-term content and SEO strategy.
Project-Based Agreements
Working on a project basis can be a great choice for high-quality, one-off tasks like website audits or content overhauls. They bring expertise and structure to deliver solid results for specific SEO goals.
However, the onboarding process can be time-consuming, and the cost per project is often higher compared to an ongoing retainer. Because they focus on individual projects rather than long-term strategy, you may miss out on the consistent, evolving SEO efforts that come with a retainer.
SEO Retainers
A retainer model keeps things reliable, flexible and importantly, cost-effective.
With consistent support, businesses benefit from streamlined workflows and proactive strategy adjustments.
A retainer model gives you the assurance of having a dedicated, expert team focused on long-term success, with time set aside in their schedule to prioritise your needs.
SEO Retainer Pricing
The cost of an SEO retainer varies based on the level of service and expertise required.
Basic packages typically cover foundational services like keyword research and on-page optimisation, making them a great starting point for businesses new to SEO.
For more advanced needs, premium packages may include technical SEO, comprehensive link-building, and content creation.
At Canny, our retainer packages are designed to be flexible and scalable, offering a blend of SEO, content creation, design, and web development:
- 16 hours/month – £2,160
- 40 hours/month – £3,400
- 64 hours/month – £5,120
Hiring a full-time, in-house SEO strategist could cost upwards of £30,000 per year, not including additional expenses for tools and resources.
A retainer provides ongoing expert support with greater flexibility, allowing businesses to scale their efforts without the commitment and overhead of an in-house hire.
The flexibility of retainers means that you can find a package that aligns with your goals and budget, while still benefiting from a comprehensive, results-driven strategy.
Is an SEO Retainer Right for You?
Determining whether an SEO retainer is the right fit will start with assessing your business’s unique needs and priorities.
If maintaining and improving your search rankings is a long-term goal, an SEO retainer can provide the ongoing support needed to achieve this.
Additionally, if your marketing campaigns often require quick adjustments to your website or strategy, a retainer means that you have a dedicated team ready to respond.
From a financial perspective, the predictable, monthly cost of a retainer can make budgeting easier, giving you a clear and consistent expense line for SEO while delivering sustained results over time.
Building a Strong Relationship with Your SEO Strategist
A successful partnership with your SEO retainer provider hinges on a foundation of trust and adaptability.
Clear communication is key – establishing expectations for deliverables, timelines, and key performance indicators keeps everyone on the same page and working toward shared goals.
Regular check-ins are equally important, providing an opportunity to review progress, discuss performance metrics, and address any concerns or shifts in priorities.
Mutual trust is vital. Valuing your provider’s expertise and maintaining open, constructive dialogue makes for a productive working relationship.
Lastly, flexibility is essential, as SEO strategies often need to adapt to evolving business goals or changes in the digital landscape. By nurturing these elements, you can maximise the effectiveness of your retainer and achieve long-term SEO success.
Overcoming Misconceptions About SEO Retainers
You might be sold on the potential benefits of an SEO retainer, but misconceptions about signing up to a retainer contract can prevent you from taking the leap.
Let’s tackle some common concerns.
“Retainers Are Only for Large Businesses”
Not true! SEO retainers aren’t just for big brands with deep pockets.
They are flexible and scalable, and different agencies will offer different packages. They can be a perfect fit for small and medium-sized businesses.
Whether you’re looking for basic SEO services or a comprehensive strategy, packages can be tailored to meet your unique needs and budget.
“They’re Expensive”
While committing to the monthly cost might seem daunting, the long-term value is undeniable.
Consistent improvements to your search rankings lead to sustained growth, making SEO retainers a cost-effective investment.
Plus, the predictability of a flat monthly fee – without the large overhead cost of an in-house SEO team – helps you avoid unexpected expenses.
“Retainers Lock You Into Long-Term Contracts”
You might be concerned at the thought of signing on for a potentially lengthy, inflexible agreement, but with a retainer, that’s not the case.
Most agencies offer flexible terms, including short-term contracts or rolling agreements, allowing you to scale services up or down based on your evolving needs.
You stay in control while still benefiting from consistent support.
SEO Retainers: What Marketers Need to Know
An SEO retainer isn’t just a contract. At Canny, we consider it to be a partnership designed to help you drive consistent, long-term success.
Whether you’re looking to maintain steady growth, respond to algorithm changes, or capitalise on new opportunities, an SEO retainer helps you stay ahead of the game.
One of the greatest advantages of an SEO retainer is the reliability it offers. With a team that understands your business goals, audience, and unique challenges, you can count on consistent, high-quality work that aligns with your broader marketing strategy.
Canny on Demand, our marketing retainer service, covers everything from SEO and content creation, to website updates and graphic design. We aim to be a true extension of your marketing team, understanding your brand identity and integrating into your workflow to provide you with clear results.
If you’re trying to unlock your website’s potential, an SEO retainer might just be the answer.
