Comparing SEO proposals is hard because no two are structured the same way. One quotes hours, another deliverables, a third outcomes. Put side by side they look like different products, which is largely because they are.
The task is to normalise them enough that price means something.
Normalise before comparing
Convert every proposal to the same three questions.
- How much senior time do I get each month? Not total hours — senior hours. A package with twice the hours at half the seniority is not better value.
- What will exist at the end of a month that did not exist before? Pages, fixes, changes. Reports are not output.
- Who applies the changes? A cheaper proposal that excludes implementation may cost more once you resource it.
Once every proposal is expressed this way, most price differences explain themselves.
Where the differences hide
- Exclusions. Content writing, development, design and tools moved outside the fee.
- Seniority. Who actually does the work, as opposed to who attends the meetings.
- Setup fees quoted separately from the monthly figure.
- Contract length and notice, which change the real commitment.
- Reporting dressed as deliverables, padding a list without adding work.
Comparing like for like
Ask every provider the same three questions and compare the answers rather than the documents:
- What is the biggest problem with our site right now?
- What would you do in month one?
- What would you not do, and why?
Specificity varies enormously here, and it correlates well with quality. A provider who has looked at your site answers differently from one who has not. See questions to ask an SEO consultant.
Do not compare on price alone
Price should eliminate options that cannot cover the work, then stop being the deciding factor. The cheapest proposal is frequently the most expensive per unit of actual work, because so much sits outside the fee.
Equally, the most expensive is not automatically the most capable. See why SEO prices vary and is cheap SEO worth it.
Frequently asked questions
How many should I compare?
Two or three. Beyond that the proposals blur and the process stalls.
Should I share my budget?
Yes. It lets providers scope realistically instead of guessing, and a provider who simply quotes your exact budget regardless of scope has told you something useful.
What if one is far cheaper?
Find out what is excluded. It is almost always implementation, content writing, or seniority.
Can I ask for a proposal to be changed?
Yes, and willingness to adjust scope sensibly is informative in itself.
Consulting CTA
For an independent review of proposals you have received, book an SEO consultation.