How Much Should Legal Marketing Agency Services Cost in 2024?

It’s a counterintuitive question coming from an agency founder and current CEO, but should SEO services cost as much as Market My Market has over the past few years, even with inflation—certainly affecting services as much as products and commodities—covering higher wages, bringing in more talent, and working to keep compensation in-house competitive? Let’s take a look.

Historical Context of SEO Costs

SEO has undergone significant changes over the past decade. Ten years ago, digital marketing and SEO were much more straightforward, even though I’m sure all of us SEOs thought we were engaging in rocket science at the time. It wasn’t, in fact, rocket science, nor is it to this day. However, SEO can still be very challenging. There were fewer technical complexities, and competition was lower in general regarding the level of expertise and the sheer volume of competitors. Google Ads is historically a good reference point for what kind of money is getting poured into any industry. For instance, in the earlier days of legal marketing (for me, 2013), keywords or bids costing $30 to $40 were considered expensive. Today, prices have soared, with some keywords costing over $100-$200 per click, especially in competitive areas like personal injury law.

The introduction of AI and automation has undoubtedly impacted the SEO landscape. While numerous AI tools can expedite work, double-check accuracy, and perform audits, they have not replaced the meticulous and technical nature of what high-level SEO work can be. The role of experienced SEOs has become more crucial, as they bring the necessary expertise to navigate the complexities of modern SEO strategies and speak eloquently and hopefully clearly where AI still can absolutely, unequivocally baffle us.

In addition to Google Ads being a suitable anchor for costs associated with digital marketing campaigns, historical pricing anchors, such as the costs associated with Yellow Pages or legal directories like FindLaw, highlight the evolution of perceived value in advertising. But unlike in the past, where the physical cost of printing and labor played a significant role in pricing, today’s SEO costs are influenced more by the expertise and strategic value provided by SEO professionals.

As a side note, Paul Warren and I are nearing the 100th episode of our SEO podcast “SEO is Dead and Other Lies” and are about to do a 10-year recap. Paul agrees that PPC can be a good indicator of overarching advertising costs, similar to a commodity price index, anchoring the cost of advertising in the digital space by relativity. Traditional media buying, such as billboards, TV, and radio, has seen surprisingly consistent pricing over time due to less demand and more competition, leading these aged mediums to become relatively fixed.

Impact of AI and Automation

While some argue that AI could potentially reduce costs, it’s essential to recognize that SEO has also become more complex and competitive; it seems like major algorithm updates are happening at an exponential rate. Experienced SEOs bring a level of insight and troubleshooting ability that cannot be replicated by AI alone. Thus, while AI contributes to efficiency, it does not diminish the value of human expertise that is sorely needed when competition is almost always fierce.

For clarity, it’s essential to outline what AI is really up to nowadays for at least our agency, where it is again a tool and not an alternative to execution. AI can assist in various aspects of SEO, from keyword research to technical audits. For example, AI tools can quickly analyze large datasets to identify trends and opportunities; while talented SEO analysts could acknowledge them, the amount of time it may take by formerly traditional approaches would be significantly greater. Similarly, automation tools can perform site audits, checking for issues such as broken links, duplicate content, and page load speeds, which saves considerable time for SEO professionals. However, the strategic planning and nuanced decision-making required for effective SEO still rely heavily on human expertise.

The rise of AI and automation has also led to scrutinizing an existing tiered approach to SEO tasks. Low-level tasks such as citation building, directory submissions, and basic link building can often be outsourced or automated, allowing senior SEOs to focus on high-level strategy, client-facing meetings, and unique opportunities that require more expertise. This division of labor helps balance costs and ensures clients receive the best value for their investment.

Current SEO Pricing Models

SEO pricing models have evolved, but they remain diverse. Here’s a look at the typical pricing structures in 2024 (as brought to you by ChatGPT – they couldn’t wait to give some feedback here):

1. Hourly Rates: SEO agencies often charge hourly rates, typically ranging from $100 to $300 per hour, depending on the level of expertise.
2. Monthly Retainers: Many law firms opt for monthly retainers, which can range from $2,500 to $10,000 per month. In highly competitive markets, these costs can be even higher.
3. Project-Based Fees: Fees for specific projects like website audits or link-building campaigns can vary widely, often ranging from $5,000 to $50,000.

The actual costs, from my experience, look a bit more like this:

1. Hourly Rates: Whatever it takes to get the job done (see Monthly Retainers).
2. Monthly Retainers: Many law firms opt for monthly retainers, which can range from $1,500 to $25,000+ per month. In what could be considered a bold statement to some, any retainers starting in 2024 at $1,500 are likely to produce nothing unless you receive no content and have no Account Manager. Anything on the high end would be due to multiple geographies plus multiple practice areas being done concurrently in some of the most competitive geos in the country.
3. Project-Based Fees: Fees for specific projects like website audits or link-building campaigns can vary widely, often ranging from $2,000 to $20,000.

I don’t know of any website audits exceeding five figures, and link-building campaigns rarely follow suit.

These pricing models reflect the complexity and scope of the work involved. Hourly rates are suitable for smaller projects or ongoing consulting, while monthly retainers provide consistent service and support. Project-based fees are ideal for one-time tasks that require a significant amount of work in a short period.

As mentioned, law firm pricing can vary widely based on the scope and complexity of the work. For instance, a criminal defense lawyer in Orlando might pay $4,500 a month for competitive keywords like “Orlando criminal defense lawyer” and “Orlando DUI lawyer,” while another site focusing on fewer keywords (think maybe less competitive keywords including “theft” and “parking ticket”) might pay $2,500 a month. These costs reflect the competition level and the work required to maintain high rankings.

Factors Influencing SEO Costs

Several key factors influence the cost of SEO services for law firms:

1. Agency Expertise and Reputation: Agencies with a strong track record and specialized experience in legal SEO typically charge higher fees due to the value they provide. We want to think the exemplary ability of the team would greatly outweigh whatever reputation has supposedly been garnered.
2. Scope and Complexity of Services: The breadth and depth of the SEO services required significantly affect the overall cost.
3. Geographic and Competitive Landscape: Law firms in highly competitive markets or major metropolitan areas may face higher SEO costs due to increased competition.
4. Technological Integration: The use of advanced tools and technologies, including AI, can influence pricing, although they often contribute to overall efficiency rather than directly increasing costs.

This last point is a keen observation, and it is important to acknowledge that there is a responsible inflection point where cost savings will make their way back to clients and not the agency’s bottom line. The previous point was that integration and use of AI tools and automation would simply offset costs and the incremental, arbitrary annual price hike that some agencies may employ.

Another critical factor is the internal structure of the SEO agency. This has been prevalent for quite some time. Many agencies employ a mix of in-house and outsourced talent to balance costs and expertise. For example, lower-level tasks like citation building or basic link building can be efficiently handled by overseas teams, while senior SEOs with deep expertise in the legal industry manage high-level strategy and technical audits. This is nothing out of the ordinary and has likely been priced into the scope from the get-go.

Cost vs. Value Proposition

It’s crucial to evaluate the cost of SEO in terms of the value it delivers. Effective SEO can drive substantial return on investment by bringing in some of the best non-referral clients you’ll ever have. While SEO costs may seem high in some instances, the potential benefits in terms of client acquisition and revenue growth often justify the investment. I’ve never heard of an SEO campaign being more expensive than a media buying budget. Some firms almost brag about spending $200k/mo on Google Ads while constantly examining SEO efforts that are a tenth of the cost. In reality, their results could be shockingly similar even while both are being done optimally, and both could also produce a return on investment to justify their viability indefinitely.

Good SEO that commands a price is about the people. Experienced SEOs bring invaluable expertise, particularly in competitive legal markets. Their ability to adapt to changes in search engine algorithms, identify unique opportunities, and troubleshoot complex issues is what sets successful SEO campaigns apart. For instance, a junior SEO might spend weeks trying to identify the cause of a drop in rankings (or never find the solution, ever), while an experienced professional might diagnose the issue and implement a solution within days or hours. Though this comes across as a counter-argument for justifying the price, there’s no way around the fact that once the Senior SEO’s time and efficiency have greatly improved due to reliable and accurate advancement to AI tools and automations, there are opportunities to pursue additional beneficial projects on behalf of the client, and also eventually temper the high-end of cost for a successful SEO strategy.

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