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Do any SEO providers have pay for performance pricing or a combination of fixed/PFP?
(This question was asked at our Focus Interactive Summit: Smarter Search Engine Marketing.)
Do any SEO providers have pay for performance pricing or a combination of fixed/PFP?
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2 Answers
Many of us SEO consultants and firms have dabbled in pay-for-performance arrangements. If structured properly, it can align risk and cost to the client and provider, plus it can dramatically increase the value of the engagement to the SEO.
That said, very few of us have made it a substantial part of our compensation models. I think this comes down to two primary reasons:
1. Lack of transparency. Clients don't always want to give away information or access needed to corroborate performance.
2. It's extremely hard to isolate the amount of juice for the squeeze. Overall search performance of a site can and often does improve due to facets not under the purview of a specific project. For example, if the public relations team is busy, chances are they are building lots of great links, too.
This isn't to say these deals can't be done, but they aren't done to the satisfaction of both sides often. It's one of these things that sounds great in theory, but is non-trivial in structuring properly.
Yes, most reputable SEO firms provide a mixed fee structure. This is because clients want to mediate risk, but still reward the SEO firm for its efforts.
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