Are monthly SEO retainers worth it for a small business?

What does a monthly SEO retainer pay for?

A retainer pays for time. The agency spends that time each month on work that does not end. Typical work includes updates to your Google Business Profile, page edits on your website, review management, and a report.

Some of this work is real and useful. Google says businesses with complete and accurate information are more likely to show up in local search results. Google also says that photos, replies to reviews, and correct hours help your profile.

Much of this work is small once it is set up. You must ask whether it needs a person every month.

When is a retainer worth it?

A retainer fits when three things are true.

• Your market is crowded, and many nearby businesses compete for the same searches.
• A new customer is worth enough to you that more calls pay for the fee.
• You do not have the time or the staff to do the work yourself.

A retainer also fits when the work changes each month. Examples are new service pages, new photos, and a steady flow of new reviews. Google says that more reviews and positive ratings can help your local ranking. A retainer can pay for the process that earns those reviews.

When is a retainer not worth it?

A retainer is usually not worth it when your profile and website are still broken. In that case, pay for a one-time fix first. Examples are an unverified profile, a wrong category, or a business name with extra words in it.

Google’s guidelines say your name must match your real-world name. They also say to use the fewest categories that describe your core business. A one-time clean-up can fix these problems. A monthly fee for the same fix is a poor use of money.

A retainer is also a poor fit if the agency cannot say what it will do each month.

What should I check before I sign?

Follow these steps before you agree to a contract.

1. Ask for a written list of the tasks the agency will do each month.
2. Ask who does the work, and whether you can see an example report.
3. Ask which of your numbers the agency will track. Good choices are calls, website clicks, and direction requests.
4. Ask who owns the accounts. Your Google Business Profile and website login must stay in your name.
5. Ask how you can stop. Read the cancellation terms and the notice period.
6. Ask how the agency gets reviews. In Canada, CASL requires consent before you send commercial email or text messages, and that includes many review requests.

If the agency cannot answer a question clearly, do not sign.

How do I know the retainer is working?

Use your own data. Google gives verified profile owners a Performance report. It shows views, calls, website clicks, directions, and messages. You can set a date range and compare periods.

Check the report yourself, and do not rely only on the agency’s report. Google says the searches metric updates at the start of each month, so wait for a full report before you judge a change.

Also count the leads you get. Ask new customers how they found you. The numbers inside a report matter less than the phone calls and jobs that follow.

Results in search can take time and can change for reasons outside the agency’s control. A good agency will tell you this. A good agency will not promise a rank.

What are the warning signs of a bad retainer?

Watch for these signs.

• The agency promises a ranking or a first place result. Google says there is no way to request or pay for a better local ranking.
• The agency will not say what it does each month.
• The agency asks to open the accounts in its own name.
• The report shows only impressions or other numbers that do not link to your sales.
• The agency offers to write fake reviews. This is deceptive, and the Competition Bureau treats misleading claims in marketing as a serious matter. Google’s rules also prohibit content that does not reflect your business accurately.

Where Georgian Bay SEO fits

Georgian Bay SEO runs this site. We are a local SEO agency in Collingwood, Ontario. Judge any agency, including us, by the checks given earlier on this page.