An SEO retainer is a monthly agreement where a client pays a set fee for a set list of SEO work, a report and a call. A good retainer says exactly what is included each month, offers a few tiers by hours and tasks, reports progress and has a clear way to handle extra requests. This guide shows how to build one, with three example tiers and a simple way to deal with scope creep.
It is written by the maker of SEOSage, an SEO audit app with branded client reports. We do not quote prices here. For how to work out your own, see how much to charge for SEO.
TL;DR
- A retainer is a fixed monthly fee for a written list of work. Write the list, and what is not on it.
- Include a monthly crawl with fixes, content or page updates, a report and a call.
- Offer three tiers by hours and tasks, so clients choose the level, not the price per task.
- Quote extra requests before you start them, and get a written yes.
- Review the retainer every quarter, and write the notice period and the hand-over into the contract.
This guide is part of our series on how to sell SEO services. To win the work, start from the free SEO proposal template.
What is an SEO retainer? #
A retainer is an ongoing agreement. The client pays the same amount each month and receives a defined amount of work. It suits SEO because results take months, so a one-off project rarely delivers a full result. For you, it means steady income and time to do the work properly. For the client, it means a predictable cost and a team that knows the site. It usually starts after a fixed-price audit, which becomes the plan for the retainer.
What should an SEO retainer include each month? #
- A monthly crawl and a fix list. Crawl the site, compare with last month, and fix the top issues. See the technical SEO checklist.
- Page or content work. A set number of pages improved or written, with who approves them.
- Reporting. A short report on the same day each month. See the monthly SEO report template.
- A call. Monthly or quarterly, to walk through the report and agree next steps.
- Search Console watching. Checking indexing problems and sudden drops.
- Light support. Answering questions by email, within agreed limits.
Write the list in the contract, and say what is not included, such as design, development, advertising and large content projects. The SEO contract template has a clause for this.
What do three example tiers look like? #
These tiers are an example, by hours and tasks only. Set your own prices from your own costs.
| Starter | Standard | Full | |
|---|---|---|---|
| Hours a month | About 6 | About 12 | About 24 |
| Crawl and fix list | Monthly crawl, top 3 fixes | Monthly crawl, top 10 fixes | Monthly crawl, all agreed fixes |
| Content or pages | None, or one page | 2 pages or articles | 4 pages or articles |
| Reporting | Short monthly report | Monthly report | Monthly report and a quarterly review |
| Call | Quarterly | Monthly | Fortnightly |
| Link work | Not included | Not included | Advice and outreach support |
Show clients two or three options. Many choose the middle one. A starter tier is a useful way in for a small client, and the full tier suits sites that are growing.
How do you handle scope creep? #
Scope creep is when extra requests slip in without extra pay. It is the main way retainers lose money. A simple routine:
- Check the list. Is the request in the agreed scope?
- If yes, do it.
- If no, quote it. Say what it would take, in hours and money, in a short email.
- Get a written yes before you start.
- Add it to the log, so you can see at renewal how much extra work the client asks for.
Do small favours now and then. Just do them on purpose, not by habit. Say “this one is on us” so the client knows it was a favour.
How often should you review a retainer? #
Every quarter. Look at the numbers (see SEO KPIs), the work you did and the extra requests. Ask whether the scope still fits the site and the goals, and whether the tier should change. A small site that has had its big fixes may need less. A growing site may need more. Report on it in a client report, and use a short case study of progress if the client agrees. See how to write an SEO case study.
How do you win and keep retainer clients? #
- Start with an audit. It gives you a plan and a baseline. See how to get SEO clients.
- Report on time, every time. Reliability is most of what clients notice.
- Explain, do not just show numbers. Say what changed and why.
- Be honest about slow months. A plan for next month earns trust.
- Write down the ending. A notice period and a hand-over keep a good ending friendly.
How does SEOSage help with an SEO retainer? #
SEOSage is a desktop SEO audit app for Mac and Windows that crawls on your own computer with no page limit, so one subscription covers many retainers. It can crawl each site on a schedule while the app is open, saves every crawl, compares any two to show what you fixed each month and exports a branded PDF, PowerPoint, Excel or CSV report with your logo on every plan. Plans start at $9 a month, and the free trial lasts 14 days. It does not manage hours, invoices or tasks for you.
Common retainer mistakes #
- A vague list. “SEO services” invites every request.
- No tiers. Clients need a way to start small.
- Doing unquoted extras. It becomes the expectation.
- Promising a result. Promise the work and the reporting.
- No review. A retainer that never changes stops fitting.
- No exit. Write the notice period and what you hand over.
Summary #
An SEO retainer is a monthly fee for a written list of work: a crawl and fixes, page or content work, a report and a call. Offer three tiers by hours and tasks, quote extras before starting them, review it every quarter and write the exit into the contract.
FAQ #
What is an SEO retainer? #
A monthly agreement where a client pays a fixed fee for a set list of SEO work, a report and a call.
What should an SEO retainer include? #
A monthly crawl and fixes, page or content work, a report, a call and watching Search Console, with a clear list of what is not included.
How long should an SEO retainer last? #
Many start with three or six months, then continue month to month with a notice period.
How do I handle extra requests on a retainer? #
Check the scope, quote anything outside it and get a written yes before you start.
How many hours should an SEO retainer have? #
It depends on the site and the goals. The example above uses about 6, 12 and 24 hours a month for three tiers.
Should I offer different retainer tiers? #
Yes. Two or three options let clients choose their level and give small clients a way in.
Recommended #
- How Much to Charge for SEO: 4 Pricing Models and a Simple Formula
- SEO Contract Template: Free Word Agreement and Clause-by-Clause Guide
- Free SEO Proposal Template (Editable, With Example)
- Monthly SEO Report: Free Template and Example (Word, PDF)
- How to Sell SEO Services: The Audit-First Method
- SEO ROI: How to Calculate It and When SEO Pays for Itself
- SEO Client Onboarding: Free Checklist and Questionnaire
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