SEO Agency vs SEO Consultant: Choosing The Right Provider

Choosing an SEO provider isn't easy.

There's a lot to look out for, a lot to consider. One of the biggest decisions you'll face is whether to work with an SEO agency or an SEO consultant.

On paper, they may appear to offer the same services. But the way they're structured, and the way they work, is considerably different.

Key Difference Between an SEO Agency and SEO Consultant

Think of it like choosing between buying a car from a large, well-known nationwide dealership and a small, independent local one. The key differences between SEO agencies and SEO consultants are much the same, including:

• Pricing

• Reputation

• Standards

• Offerings

Yet what you'll find is: what a good SEO agency can offer, an experienced consultant can offer you. With both agencies and consultants, they're strong and weak versions.

The scale of a provider isn't always an indicator of quality. One may be better suited to your needs, but much like with car dealers, it's about the inside, and from what they do, the performance it delivers.

Advantages of Working with an SEO Consultant

SEO consultants are independent specialists. Many have worked for agencies before branching out on their own, meaning you'll get to work closely with an experienced professional.

You Know Exactly Who's Working on Your Project

You'll have no questions as to who is working on your project or how experienced they are, as you've hired directly to them. Each consultant works in different ways - some may complete all the work themselves, whereas others may lead, complete some, but also outsource some. Either way, you'll have greater confidence in where your investment is going.

Direct Communication

There's no account manager or gatekeeper standing between you and the person doing the work. Your main point of contact is the consultant themselves, meaning communication is more direct, more transparent, and goes straight to the person making the moves.

More Service for Your Money

Consultants have lower overheads. They're not paying staff wages or running large business premises, which means your money goes directly towards the work being done on your behalf. You’re likely to get more time and attention for your spend.

Advantages of Working with an SEO Agency

Consultants aren't always best suited. There are just as many reasons to consider an agency, all depending on your needs and goals.

Scalable Support

Agencies usually have greater capacity, which means they can easily scale support up or down as required. Depending on how a consultant structures their workload, they may be more limited.

Wider, On-Hand Expertise

Some agencies align projects to individuals to cover all bases, just like hiring a dedicated consultant. Others, however, may have dedicated teams for technical, on-page, and off-page SEO, giving you access to a wider set of specialist expertise.

Full Marketing Offerings

Some agencies may offer more than just SEO, positioning themselves as full-service. Rather than having a consultant managing your SEO, a consultant for managing your socials, they can manage all your marketing right under one roof.

How Much Do SEO Consultants vs Agencies Charge?

Both consultants and agencies share similar approaches to pricing. SEO is rarely a one-off effort, requiring ongoing management to achieve and maintain results.

The most common structure is a monthly retainer, which can range anywhere from £300 to £6,000+ per month. Other pricing structures include:

• Hourly rates

• Project-based fees

• Performance-based arrangements

A monthly retainer is typically determined by researching opportunities, analysing competitors, and forecasting the amount of work required to generate results. This is usually calculated against an hourly rate, which varies massively from provider to provider.

For SEO consultants, hourly rates typically range from £40 to £150+.

For SEO agencies, £100+ is common, with larger agencies often exceeding £250 per hour.

Factors that influence pricing

Experience, expertise, and overheads all play a part.

Consider a large SEO agency based in London. More staff, higher wages, and premium premises all contribute to a higher price tag compared to one operating out of the Lincolnshire area.

The same applies for an independent SEO consultant, or an agency on a smaller scale. You'll often pay less, without any difference in the quality of work delivered.

At Search Mad, a small independently run SEO agency in Lincoln, our pricing reflects this - competitive with local providers, and considerably less than you'd typically pay working with a larger city-based agency.

How much a provider charges is worth considering, but it shouldn't be the driving factor behind your decision. Cheap doesn't guarantee poor service, and expensive doesn't guarantee exceptional.

How To Go About Hiring The Right Provider

With SEO, there's no shortage of agencies and consultants to choose from. The quality of service with both, however, is mixed - with as many good as there are bad.

The industry is well-known for providers that take, take, take but fail to deliver. Unfortunately, that applies equally to large established organisations and independent freelancers alike.

Whichever route you decide is best for your business, it's important to take the time to properly assess each provider.

1. Ask Them Questions

Challenge them. Ask how they work, what you'll receive for your investment, and how they plan to approach your project. You don’t want to be locked into any long-term contracts.

One of the most common things we see at Search Mad when businesses come to us after a bad experience is that they invested without really knowing what they were paying for. Make sure they'll provide you with complete transparency into what's being done and why.

2. Explore Your Options

Don't settle for the first quote you receive. Take the time to explore your options and find a provider you trust - not simply the one offering the lowest price.

Be wary of bold claims too, such as “results in 30 days guaranteed or money back”. As SEOs, we don't control the search engines and instead optimise to achieve the best possible outcomes.

3. Speak With Current Clients

If they have case studies (which they should) reach out to the companies already investing and ask for their honest feedback. Any good provider will actively encourage this.

SEO Consultant vs Agency: Which Should You Choose

Working with SEO consultants and agencies can both be great options. There’s absolutely no right or wrong, and all to be determined on which seems best for you.

SEO consultants often offer a closer, one of one service. Investing in their services is typically more affordable, with the same, and in many cases, a greater level of service provided.

SEO agencies, on the other hand, can offer greater capacity and a wider set of skills under one roof. For businesses with broader needs or larger campaigns, that structure can be a real advantage.

But what if you didn't have to choose between the two?

At Search Mad, we operate as the best of both. A small, independently run SEO agency in Lincoln, we’re a hybrid between the two.

Working with Search Mad, you'll get to work with myself, a passionate SEO consultant. You'll get the personal, transparent service of working with a consultant, backed by a wider team where needed. I'll develop and manage your strategy, carrying out work, or outsourcing as I see fit to trusted specialists.

If you're looking for an SEO partner that's invested in your growth, get in touch today. Together, we'll help you get seen in search.

‍