Project-Based SEO or a Retainer: Which Should You Choose?

For most companies, a fixed-price SEO project beats an ongoing retainer. The reason is simple. On a project, the agency earns by reaching the goal. On a retainer, it earns by letting the work drag on. Below, we look at how both models work, why incentives decide the outcome and when a retainer really is the right call.

How an SEO Retainer Works

An SEO retainer is a rolling contract where you pay a fixed fee every month, typically SEK 8,000–60,000 depending on scope, and usually with a 12–24-month commitment. In return, you get a set number of hours or tasks each month: a report, a few texts, a little technical advice.

This is the industry standard, and the rolling format isn’t the issue. The real problem lies in what the model rewards.

The Problem with Retainers: The Incentives

‘Show me the incentive and I’ll show you the outcome.’  – Charlie Munger

On a fixed monthly fee, the less work an SEO agency does, the more it earns. Every hour not worked improves its margin. Nobody has to act in bad faith for this to happen, because the model builds it in. The result is often activity without direction: monthly reports, generic blog posts and ‘optimisations’ that nobody can link to a business goal.

A fixed-price project reverses the incentive. You agree the goals, approach and deliverables before work starts, and the price is fixed. Now the agency earns by finishing as efficiently as it can. It even has a built-in reason to deliver on time, since every extra week costs the agency, not you.

The Second Problem: What Is the Retainer Actually For?

A retainer is almost always built around its cost (‘SEK 20,000 a month’) rather than around a problem to solve. You pick the figure, and the hours get filled with something to justify it. Without a clear problem to solve, nothing real gets solved.

A project forces the opposite order. First come the current situation and the problem. Next comes a prioritised list of fixes, each with an estimated business impact. Only then do you see the price. You know what will be done, why it matters and what it costs before you sign.

Why Project-Based SEO Works Better for Most Companies

• Focus beats continuity. Hardly any organisation can sustain search engine optimization around the clock, all year. Someone has to produce the content, developers have to prioritise the work and decisions have to get made. A fixed-scope project lets you concentrate for a set period with an execution process that works, then get back to your core business. Most of our clients run one or two SEO projects a year.
• You stay in control of costs. You know the total price before you start. There’s no open-ended bill, and no lock-in ticking away while you wonder what you’re getting for your money.
• You get a clear finish line. A project has an end goal, and we measure it against that goal, ideally in conversions rather than clicks. A retainer never reaches a natural moment to ask, ‘Did it work?’
• The work actually gets done. When you agree the goals, approach and deliverables up front and the tickets already sit in your systems, the work really happens instead of ending up as a report.

When a Retainer Still Makes Sense

Retainers aren’t always the wrong choice. Some organisations need a rolling arrangement to manage the supplier relationship, for procurement or budgeting reasons, for example. In that case, the structure matters more than the label. Work towards clear quarterly goals, and set the goals, approach and deliverables together at the start of each quarter. In practice, that’s a series of small projects inside one contract, never open-ended hours without direction.

Not sure which set-up suits you? Our SEO consultants will assess that when we put together your quote.

How Much Does an SEO Retainer Cost?

On the Swedish market, retainers typically run at SEK 8,000–60,000 a month. Over a 12-month commitment, that comes to SEK 96,000–720,000, often with no clear end goal. A fixed-price SEO project at Topdog costs SEK 50,000–300,000, with the goals and deliverables agreed before we start. Want to test the water first? A pilot project of one to two months costs SEK 30,000–50,000, and it’s the cheapest way to find out whether we deliver and whether the work pays off.

Frequently Asked Questions

What is an SEO retainer?

A rolling monthly contract where you pay a fixed fee for a set number of hours or tasks, usually with a 12–24-month commitment.

Are retainers always bad?

No. The problem is retainers without clear goals. If your organisation needs a rolling contract, set quarterly goals with a clear approach and deliverables. It then works like a series of projects.

How does the cost of an SEO project compare with a retainer?

A project at Topdog costs SEK 50,000–300,000 at a fixed price. Retainers on the market run at SEK 8,000–60,000 a month. Over a committed year, that often adds up to more, and with no clear end goal.

How often do you need to do SEO?

Not constantly. Most of our clients run one or two focused projects a year and let the results build in between. Want to stay ahead in AI search too? A separate AI optimisation project could be your next step.

How do I get started?

Request a quote and we’ll start with the current situation, the problem and a recommended starting point. You decide where we begin.