SEO packages can vary significantly between providers, which can make comparing them difficult.

One package may focus heavily on technical optimisation, while another may include content creation, keyword research, link building, reporting and ongoing strategy.

The right package depends on your website, competition, business goals, current search visibility and how much SEO work has already been completed.

Understanding what an SEO package can include makes it easier to compare providers and determine whether the proposed work actually matches what your business needs.

If you are currently comparing options, you can also explore our SEO Packages page to understand the different types of SEO packages available.

What Is an SEO Package?

An SEO package is a collection of search engine optimisation services provided together as part of a defined project or ongoing arrangement.

Rather than purchasing individual SEO tasks separately, businesses may receive several services within one package.

These can include:

• SEO audits
• Keyword research
• Technical SEO
• On-page optimisation
• Content optimisation
• Content creation
• Internal linking
• Local SEO
• Link building
• Analytics and tracking
• Reporting
• Ongoing SEO strategy

Exactly what is included varies between providers.

Some packages are designed for smaller websites requiring basic optimisation, while others are intended for businesses competing across larger markets or more competitive search terms.

What Should an SEO Package Include?

There is no single list of services that every SEO package needs to contain.

However, a well-structured package should clearly explain what work will be completed, how frequently it will be completed and what the provider is responsible for.

The following are some of the most common components.

Initial SEO Audit

An SEO audit can help establish the website’s current position before ongoing work begins.

The provider may review areas such as:

• Website structure
• Indexing
• Existing rankings
• Page titles and meta descriptions
• Internal links
• Broken links
• Mobile usability
• Page performance
• Duplicate content
• Technical issues
• Existing backlinks
• Content quality

The purpose of the audit is to identify potential issues and opportunities that can then help shape the SEO strategy.

An audit does not necessarily need to be repeated every month, but an initial review can provide a useful starting point.

Keyword Research

Keyword research helps identify the searches potential customers are making when looking for relevant products or services.

This can include researching:

• Core service keywords
• Commercial keywords
• Informational searches
• Questions
• Long-tail keywords
• Competitor keywords
• Search volumes
• Keyword difficulty
• Search intent

Good keyword research should go beyond simply finding phrases with high search volume.

The keywords also need to be relevant to the business and appropriate for the type of page being optimised.

For example, a service page, comparison page and informational blog may target very different types of searches.

On-Page SEO

On-page SEO involves optimising individual pages of a website.

This may include reviewing or improving:

• Page titles
• Headings
• Meta descriptions
• Page copy
• Keyword targeting
• Image alt text
• Internal links
• URL structure
• Calls to action
• Content structure

The objective is to help search engines understand the page while also making the content useful and easy for visitors to navigate.

A package should ideally explain approximately how many pages will receive on-page optimisation.

Technical SEO

Technical SEO focuses on factors that may affect how search engines crawl, understand and index a website.

Depending on the website, technical SEO may include:

• Crawlability
• Indexing
• XML sitemaps
• Robots directives
• Canonical tags
• Redirects
• Broken pages
• Site architecture
• Mobile usability
• Structured data
• Page performance
• Duplicate URLs

Technical requirements can differ substantially between a small service website and a large ecommerce or content-heavy website.

This is one reason SEO packages can vary considerably in scope and cost.

Content Optimisation

Existing website content may already have ranking potential but require improvement.

Content optimisation can involve:

• Expanding thin pages
• Improving headings
• Clarifying search intent
• Adding relevant topics
• Improving internal links
• Removing unnecessary duplication
• Updating outdated information
• Improving page structure

Optimising existing pages can be just as important as continually publishing new content.

New Content Creation

Some SEO packages include new content creation.

This might involve:

• Service pages
• Supporting pages
• Blog posts
• Guides
• FAQs
• Comparison content
• Industry resources

Before choosing a package, check whether content creation is actually included.

Also determine whether the provider is responsible for writing the content or whether your business is expected to supply it.

If content is included, the package should ideally state approximately how many pages or articles will be produced.

Internal Linking

Internal links connect relevant pages within your own website.

For example, an SEO guide may link to a relevant service page, while a service page may link to supporting information about pricing or packages.

A strong internal linking structure can help users discover relevant information and can also help search engines understand relationships between pages.

Internal linking may therefore form part of ongoing SEO work, particularly as new content is added to the website.

Link Building And Off-Page SEO

Some SEO packages include activities designed to strengthen the website’s presence outside the website itself.

This may include:

• Link building
• Digital PR
• Business directories
• Industry citations
• Content promotion
• Outreach

Not every SEO package includes link building.

If it does, ask the provider to explain their approach.

The focus should be on relevant and credible links rather than simply obtaining large numbers of links.

Local SEO

Businesses targeting customers within particular geographic areas may also require local SEO.

Local SEO work can include:

• Google Business Profile optimisation
• Business information consistency
• Local citations
• Location-related website content
• Local keyword research
• Review strategy
• Local landing-page optimisation

Businesses operating nationally or internationally may require a different SEO strategy, so local SEO should not automatically be included in every package.

Analytics And Conversion Tracking

SEO should not be measured using rankings alone.

Depending on the business, useful measurements may include:

• Organic traffic
• Search visibility
• Enquiries
• Form submissions
• Calls
• Sales
• Bookings
• Conversion rates
• Landing-page performance

An SEO package may therefore include setup or management of tools such as Google Analytics and Google Search Console.

Clear tracking makes it easier to understand whether increased search visibility is contributing to meaningful business activity.

SEO Reporting

Ongoing SEO packages will commonly include some form of reporting.

Reports may cover:

• Organic traffic
• Keyword visibility
• Ranking movement
• Search impressions
• Clicks
• Conversions
• Pages optimised
• Content published
• Technical work completed
• Links acquired
• Planned work

Reporting should help you understand what has actually been done rather than simply presenting a large collection of metrics.

What Should Be Clearly Defined in an SEO Package?

Before agreeing to an SEO package, make sure the scope is clear.

Look for information explaining:

• Services included
• Number of pages optimised
• Number of new pages or articles
• Keyword research included
• Technical SEO work
• Content responsibilities
• Link-building activities
• Reporting frequency
• Meeting or communication frequency
• Contract length
• Monthly fee
• Additional costs
• Work that is specifically excluded

Two packages with similar prices may contain very different levels of work.

Comparing the actual scope can therefore be more useful than comparing price alone.

Monthly SEO Package or One-Off SEO?

SEO services may be offered as either a one-off project or an ongoing monthly package.

One-off work may be appropriate for activities such as:

• SEO audits
• Technical reviews
• Website migrations
• Initial keyword research
• Specific optimisation projects

Monthly SEO may include ongoing:

• Content
• Optimisation
• Technical monitoring
• Link acquisition
• Reporting
• Strategy
• Competitor analysis

Neither approach is automatically better.

The most appropriate option depends on the current website, the amount of work required and the level of ongoing competition.

We cover this in more detail in our guide to Monthly SEO Packages vs One-Off SEO.

How Much Work Should an SEO Package Include?

There is no universal amount of SEO work that every business requires.

A small website targeting a limited number of services may require substantially less work than a large website competing across dozens of products, services or locations.

Factors that may affect the scope include:

• Website size
• Current SEO condition
• Competition
• Number of services
• Target market
• Number of keywords
• Content requirements
• Technical complexity
• Existing authority
• Business objectives

This is why businesses should be cautious about comparing SEO packages purely by the number of tasks listed.

More tasks do not necessarily mean a more suitable strategy.

What Should You Compare Between SEO Providers?

When comparing SEO packages, consider more than the monthly price.

Ask each provider about:

• What work will actually be completed?
• Who will complete the work?
• How is the strategy determined?
• Is content included?
• Is technical SEO included?
• Is link building included?
• How will progress be measured?
• How often will you receive reports?
• Are there additional charges?
• Is there a minimum contract?
• Who owns the content created?
• What access will the provider require?

The answers can make it much easier to compare packages on a like-for-like basis.

Be Careful With SEO Guarantees

SEO providers cannot control search engines or guarantee specific ranking positions.

Search visibility can be affected by many factors, including:

• Competition
• Website quality
• Search engine changes
• Content
• Technical performance
• Existing authority
• Competitor activity

Be cautious of packages that rely heavily on guaranteed rankings or unusually fast promises without explaining how those results would be achieved.

A more useful conversation is usually about the work being proposed, the opportunities identified and how progress will be measured.

How To Choose an SEO Package for Your Business

Start with your business objectives rather than choosing a package solely because it is labelled Bronze, Silver, Gold or Premium.

Consider:

1. What do you want SEO to help achieve?
2. Which services or products are most important?
3. Which markets are you targeting?
4. What condition is your website currently in?
5. What SEO work has already been completed?
6. How competitive is your market?
7. Do you require ongoing content?
8. What budget can you realistically maintain?

Then compare providers based on how well their proposed work addresses those requirements.

If you want a broader overview of available SEO options, explore our SEO Services page.

Compare SEO Packages Before Choosing a Provider

SEO packages can make services easier to understand, but the package name itself is far less important than what is actually included.

Look closely at the scope, deliverables, content, optimisation, technical work, reporting and ongoing support.

Most importantly, make sure the package is appropriate for your website and business goals rather than simply choosing the option with the longest list of features.

Compare Digital Services helps Australian businesses explore professional digital service providers and request quotes based on their project requirements.

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Frequently Asked Questions About SEO Packages

What Is Usually Included in an SEO Package?

SEO packages may include keyword research, technical SEO, on-page optimisation, content, internal linking, reporting and other ongoing optimisation activities. The exact scope varies between providers.

Does an SEO Package Include Content Writing?

Some packages include content writing while others charge separately or require the client to provide content. Check the package scope before comparing prices.

Does SEO Need To Be Done Every Month?

Some SEO work can be completed as a one-off project, while competitive websites may benefit from ongoing optimisation, content and monitoring. The appropriate approach depends on the website and objectives.

Should Link Building Be Included in an SEO Package?

Some providers include link building while others offer it separately. If links are included, ask how they are acquired and what standards the provider uses.

How Do I Compare SEO Packages?

Compare the actual services, amount of work, content, technical SEO, reporting, communication, pricing and contract terms rather than comparing package names alone.

Is the Cheapest SEO Package the Best Option?

Not necessarily. A lower-priced package may include less work or may not suit the website’s requirements. Compare the scope and relevance of the service as well as the price.