What is SEO management? (affordable way to rank on page 1)

A website that attracts no visitors is as useless as a chocolate teapot.

Most consumers use search engines like Google to discover products and services like yours. Even so, the overwhelming majority of pages never get traffic (website visits) from search engines like Google because most online users don’t scroll past page one.

SEO management is a cost-effective way to connect with your target audience in the organic search engine results page (SERP). 

What is SEO management? How does it work so well? How much does it cost? Biggest challenges? Let’s find out!

What is SEO management? 

SEO management is the continuous process of creating, promoting and monitoring quality content that pleases your audience, while also making technical changes that appeal to the search engines that determine ranking order.

In most cases, businesses outsource this crucial task to a professional digital marketing agency (like us), but sometimes their internal marketing team handles it instead.

Before we explore the key elements of cost-effective SEO management, let’s talk more about “what is SEO and how it works”.

The basics of SEO (search engine optimisation):

SEO is an ongoing, low-cost strategy that focuses on improving website content, website functionality and digital networking to make your website more visible in online searches that contain keywords related to your offering.

The main goal of search engine optimisation is to:

1. Rank on the first page of search engines like Google for popular industry-related keywords to attract more relevant traffic to your website (people who are likely to show interest in your offering based on their search terms).
2. Give your audience a positive browsing experience by sharing helpful content that answers their search query on a website that’s easy to navigate. Why does user engagement matter? Visitors who spend a decent amount of time on your website are more likely to express interest in your offering (online leads – e.g. filling out a form) or take concrete action (online conversions – e.g. making a purchase).

Note: not only does high visitor engagement boost your conversions, but technical algorithms also prioritise this metric when determining the ranking order of websites in the search results. High engagement increases both your online visibility and conversions!

Why is SEO important for businesses looking to save money?

SEO is a powerful way for businesses of all sizes to increase visibility in search results, without blowing your marketing budget on paid ads.

First, search engine optimisation is far more affordable than paid advertising. 

Both strategies can get you visibility on page one, which is divided into two lists: paid content (advertising) and unpaid organic content (websites that best answer the search query with SEO).

But more importantly, SEO attracts higher-quality traffic than paid advertising – leading to more sales and other conversions!

SEO is one of the best strategies for attracting long-term visitors who are curious about your offering, as they find your website by searching for industry keywords in your content.

Finally, SEO results LAST FOR YEARS if you maintain your low-cost strategy, whereas paid advertising results disappear when you stop buying ads.

Main benefits of search engine optimisation:

• Long-term visibility & organic traffic growth: Unlike paid ads, SEO delivers sustainable traffic over time.

• Improved user experience: Faster load times, clean structure, and helpful content all contribute to better UX for website visitors.

• Competitive advantage: Your competitors are investing in SEO. Proper management helps you stay ahead.

• Measurable ROI: You can see how SEO impacts your bottom line with SEO performance tracking strategies.

How does SEO work? (quick overview)

SEO management is a layered, ongoing discipline with three core pillars:

SEO Pillar	Description
Technical SEO	Ensures your site is fast, crawlable, and meets Google’s quality standards
On-Page SEO	Optimises individual pages with the right keywords, metadata, and content
Off-Page SEO	Builds backlinks and brand authority across the web

Key elements of cost-effective SEO management

 

SEO management is only cost-effective when handled correctly. Remember, this is not a set-and-forget service that gets quick results. Simply adding popular keywords to your content isn’t enough. 

But if you take the time to regularly create content that your audience loves on a user-friendly website, the enquiries will come rolling in.

 

1. Keyword research & mapping

Start with in-depth keyword research to identify what your audience searches for. You can use free or low-cost keyword tools to uncover popular, low-competition terms and assign them to relevant pages (keyword mapping). Strategic keyword optimisation is the bedrock of cost-effective SEO management.

2. On-page optimisation (helpful content + meta tags)

Publish unique and quality content around your target keywords, using engaging language and design. Optimise meta titles, descriptions, headers and internal links to make your content easy to discover and digest. 

Here’s a free guide on how to create SEO-friendly content that your audience loves (SEO writing for beginners).

3. Technical SEO (site speed, core web vitals, indexing)

Ensure your website is technically sound by improving elements like mobile responsiveness, loading speed, URL structure and indexing. 

Diagram: Technical SEO Checklist

[ Page Speed ] —> [ Mobile Friendly ]

|                      |

[ Core Web Vitals ]     [ HTTPS & Security ]

|                      |

[ Crawlability ] ——> [ Clean Architecture ]

4. Off-page SEO (link building and brand mentions)

Backlinks still matter. A strong link-building campaign, combined with positive brand mentions and digital PR, boosts your authority and trust signals.

Off-Page SEO Activities	Impact on SEO
High-quality backlinks	Increases domain authority
Digital PR & mentions	Builds trust and visibility
Guest posting	Reaches new audiences
Social signals	Supports brand credibility

 

5. Performance Tracking & Reporting (Analytics & KPIs)

Platforms like Google Analytics and Search Console help you monitor website performance by tracking keyword rankings, traffic, bounce rates, conversions and other KPIs.

KPI	Description
Organic Traffic	Total visitors from search engines
Keyword Rankings	Position of target keywords in SERPs
Bounce Rate	% of visitors leaving without interaction
Conversion Rate	Visitors completing a desired action
Backlink Profile Growth	Number and quality of backlinks

 

Note: This article provides free advice on improving site functionality, building your social network and analysing website performance.

Challenges in SEO management

Biggest SEO mistakes that sabotage performance:

You’ll waste your SEO budget on disappointing results if you make these common mistakes. 

Here’s a summary of the most common mistakes (find more information here).

1. Neglecting website speed: Slow websites drive people away fast. There’s an easy fix, but many businesses don’t bother to fix their speed.
2. Misusing Keywords: Targeting broad terms like “coffee shop” puts you up against major brands. Instead, focus on long-tail keywords like “organic coffee shop in Fitzroy”, which are usually less competitive and better aligned with what your audience searches for.
3. Poor Content Quality: Content that’s outdated, vague, repetitive or irrelevant turns people off. Search engines also notice low engagement. Deliver real value, keep your info fresh and focus on readability to keep both Google and your audience happy.
   
4. Ignoring Mobile Optimisation: Over half of web traffic comes from mobile. If your site looks clunky or loads slowly on phones, visitors won’t stick around. Responsive design, fast loading, and easy navigation are non-negotiables today.
   
5. Skipping Local SEO: Nearly 50% of searches are local. If you’re not optimising for your area, you’re missing out. Claim and update your Google Business Profile, use local keywords, and encourage customer reviews to boost visibility in your neighbourhood.
   
6. Overlooking On-Page SEO: Missing meta tags, bad headers, and unoptimised images can tank your SEO. Use clear headings, add keywords naturally, compress images, and build internal links. Don’t forget to write good meta descriptions and alt text too.
   
7. Duplicate or Outdated Content: Copied or outdated content confuses search engines and hurts rankings. Avoid URL duplicates, update old info, and write unique content for each page. Tools like SEMrush or Google Search Console can help you spot duplicate issues fast.

Wider industry challenges in SEO:

SEO is an industry that constantly evolves.  It’s crucial to stay informed about frequent changes in the digital marketing industry, like Google algorithm updates and the development of AI. The SEO strategies that worked last year may not work today!

Regular algorithm updates:

One of the most persistent challenges is keeping up with Google’s ever-changing algorithm updates. Google makes hundreds of updates annually, which can drastically impact a website’s visibility and ranking, requiring SEO managers to stay informed and quickly adjust their strategies. This helpful resource lists all of Google’s Algorithm updates.

Artificial intelligence (AI): 

The rise of generative AI presents a new challenge. Zero-click searches help people find information in Google without clicking on websites. This development could reduce organic traffic for businesses, but may actually improve leads for in-depth queries when businesses correctly optimise their content for AI.

Voice search has also become more popular, which means that SEO must adapt to target keywords that are now more conversational.

Growing competition in your industry requires more effort:

Many rivals with bigger budgets and teams compete for the top spots in search results. Cost-effective SEO demands consistent attention and effort to stay ahead of your competition. Patience is required! Google explains it can take four to 12 months for SEO to boost website visibility, so you may be tempted to give up before then.  

SEO in-house vs outsourcing to a professional company

When managing your SEO, one of the biggest decisions is whether to keep things in-house with an internal team or outsource to a professional SEO agency. 

Both options have their pros and cons. The right choice really depends on your business size, budget and goals.

SEO Model	Pros	Cons
In-House SEO	Full control, deeper brand knowledge	Higher costs, need for in-house expertise
SEO Agency	Access to tools, specialists, scalable	Less day-to-day control, onboarding time

In-house SEO management

Hiring an in-house SEO specialist gives you direct control over your strategy. It’s easier to align SEO with your business goals, quickly adjust tactics and collaborate across teams. This hands-on approach can be ideal for businesses with particular branding or niche markets.

But there’s a catch. SEO is a long game, and doing it well in-house requires significant investment – not just in employee salary (around $85,000 a year in Australia), but also for tools, training, and ongoing education. 

SEO is always evolving, and staying current while juggling other business tasks can be overwhelming.

Outsourcing to a professional SEO management agency

This is the best option if you want strong results without the expensive fees of hiring internal employees.

Outsourcing to an SEO agency gives you access to a team of experts who live and breathe search engine optimisation. Agencies often work across different industries, so they bring a broader perspective and keep up with constant algorithm changes. They also come equipped with the latest tools and tested strategies.

Potential downside? You might have less day-to-day control, and communication can take longer. But a good agency will strive to understand your business, set clear expectations and keep you informed.

What does an SEO manager do?

SEO managers apply search engine optimisation strategies across various platforms to rank a website highly in search results. They devise and oversee the entire SEO strategy. This process often involves delegating tasks like content creation or web development to relevant contractors or teams.

The SEO manager personally handles or delegates the following tasks:

• Extensive keyword research to identify terms and phrases that drive traffic.
• Analyse competitors’ SEO strategies to identify improvement opportunities.
• Market analysis to understand the industry trends and customer needs.
• Create relevant, high-quality content that targets popular keywords.
• Optimise website content for both search engines and users by correctly implementing title tags, meta descriptions, links and more.
• Improve site speed, crawlability and other technical elements.
• Initiate link-building strategies and manage outreach campaigns, e.g. social media.
• Track organic traffic, keyword rankings and other metrics using analytic tools.
• Provide regular reports to stakeholders, outlining progress and highlighting improvement opportunities.
• Regular and clear communication with clients (applies to SEO agencies) or other departments (applies to companies with an internal SEO team).

Key requirements for SEO managers:

• Strong analytical abilities
• Strategic thinking
• Project management experience
• Deep understanding of SEO tools and algorithms
• Excellent communication skills to collaborate with stakeholders like content creators, website developers, clients (relevant for external SEO agencies) or other departments (relevant for in-house SEO management).

Cost of SEO management with an SEO agency (Australia)

SEO management campaigns with a professional agency typically cost between $1,500 and $10,000 per month.

The exact price depends on factors like:

• Your specific business needs
• competition level in your industry
• target market you’re aiming for
• current state of your website.

Small businesses pay around $1,500 to $2,500 per month, while medium-sized companies can expect to spend anywhere from $1,500 to $7,500. For larger firms or highly competitive industries, SEO services can go up to $3,000 to $10,000 a month, or even more.

In some cases, you may also incur a one-off setup fee that usually starts from $500.

Keep in mind that monthly SEO costs typically cover the work of SEO professionals ($100 to $150 per hour), as well as necessary software and tools. 

Why trust E-Web Marketing to handle your SEO management services? 

E-Web Marketing has over 25 years of experience! 

We’ve grown businesses of all sizes with cost-effective strategies that don’t include pointless add-ons. Our Sydney-based team serves clients locally, interstate and globally with flexible contracts that evolve with their needs.

Our results-focused approach helps your business stand out in a crowded digital space.

We’ve even received multiple awards at the APAC Search Awards for the Asia Pacific region. 

Book a free SEO consultation with E-Web Marketing and get a tailored plan that fits your goals and your wallet.