How we work
Everything about an SEO retainer at Hatless
Want to know why we work with retainers? This page explains how it works, what the benefits are and what to expect.
Why do we work with a retainer?
We are creative SEO specialists chasing the highest quality. That can make project-based work tricky, and we are no fans of billing by the hour. Delivering top quality is central to everything we do, and a retainer fits that. A retainer is a fixed amount per month that we agree for a set period, preferably a year. Within that period we carry out all the work as flexibly and efficiently as possible.
The invoice amount stays the same across the whole term, but the work is not necessarily done in the invoiced month. We explain that below with a few example situations.
The work
Before the partnership starts, we agree on what the work will be. It can vary a lot day to day: from checking a website, building a content plan and finding sites for a link marketing campaign, to running a large migration or an audit. We prefer to work in blocks so we stay in a flow. That is when we are at our best and most efficient.
Benefits of a retainer
- The same amount every month, whatever the work. You never get an unexpected invoice and we can plan the work well.
- We schedule the work carefully, so we can safeguard quality as best we can.
- Flexibility is a big deal: by staying flexible in the work, we can help with almost any aspect that falls within the retainer.
- Quality first: we live for tailor-made work and always chase the highest quality. A retainer gives us the room to really dot the i's.
Example 1: the link marketing campaign
We run a link campaign in which we try to earn as many relevant links to your site as possible. In principle this is a monthly theme, but during holidays and busy months (like December) a good link campaign is hard, mainly because email plays a crucial role. In periods full of marketing emails, a campaign quickly gets buried.
Thanks to the retainer we can plan our work flexibly and run the campaign around those weaker months, for the best possible result. In theory we send all the campaign emails in April (if that boosts the outcome), while invoicing the amount spread across the period.
Example 2: a major SEO update
A big update, such as changing the URL structure or migrating the site, almost always has consequences for SEO. Everything has to be accounted for. Preparing, executing and checking all the changes afterwards is time-consuming and could easily take two months. Thanks to the retainer we can do all the work in a shorter span and plan it as efficiently as possible, so the big change takes as little time as possible.
Example 3: a content and link marketing campaign
Before we start the link campaign, the content has to be fully in order. Good content lets us, as link marketers, earn links better and more easily, because who links to a site without good content? And content goes hand in hand with internal linking: it takes readers deeper into the site and passes on the strength of an earned link.
Because we work with a retainer, we can create content based on our capacity. That is why we prefer a yearly budget over a monthly one. All the on-page work that goes into good content is part of the retainer. Once the site has enough linkable content, we get to work on the link campaign. Content always comes first.
Frequently asked questions about retainers
What is an audit, and why do I need one?
We never start an SEO campaign without an SEO plan. That is why every partnership begins with an audit, in which we take a thorough look at the current situation. We look at your own site, what can be improved content-wise, and at your competitors. We dig through every backlink profile so we know exactly why people link to your site and your competitors. Together with your input, your goals and our know-how, we turn that audit into a concrete SEO plan (including a priority matrix) that will serve you for years.
What does an audit cost?
For an audit we always start at €5,000. It takes roughly one to two weeks of work, after which you get an extensive SEO plan and we can get started.
What does a retainer cost?
It varies enormously. Based on the audit we build an SEO plan, and based on that plan we estimate a yearly SEO retainer. Typically you can expect an amount between €3,000 and €5,000 per month, though we have seen outliers above that when the plan is extensive and has to be delivered quickly.
When and how do we invoice?
An SEO audit is invoiced afterwards, on delivery. A retainer is invoiced in advance, at the start of the month.
Why in advance for a retainer?
We like to work closely with you and are grateful for the trust. At the same time we are a small, specialised team and prefer to put our energy fully into your SEO results instead of into admin. That also means we pay our own partners and suppliers within 24 hours. Because many companies use longer payment terms, we sometimes front those amounts for months. In short: we are an SEO agency with a heart for quality, not a bank. Invoicing retainers in advance keeps things clear and smooth for everyone.
Does all work fall within the retainer?
In 9 out of 10 cases, yes. For some retainers we agree in advance to do one type of work, such as building a Jamstack website or running a link campaign.
When does a retainer run out?
In principle never, because we assume our relationships are for the long term (and therefore ongoing). It can happen that we have completed everything for a given year, in which case the retainer for the following year kicks in.
Do I get a report?
Every month we tell you what we have done, in a concise report with bullet points. And of course we are always reachable for suggestions, comments and questions.
How far along am I in my retainer?
We always make a rough plan and communicate clearly about how much we expect it to use of the retainer. Is there time left? Then we plan extra work, such as more content or a broader link campaign. The retainer keeps us flexible.
What is not included in the retainer?
We always work with a flexible plan with buffer items. When extra work outside the plan is needed, there is an additional cost, for example writing content for other websites or buying a placement from a publisher. Those things are hard to plan and are therefore excluded from the retainer.
Do you always do the work in the invoiced month?
No, the retainer lets us keep a flexible schedule. In that sense the retainer is a subscription where you carry a balance. You do not pay us for the work we do in a single month; we invoice for the total package, split into monthly instalments over the term of the retainer.
Do you also buy links within the retainer?
Buying links falls outside the retainer in principle. The main reason is that a link's price is unpredictable: a link can cost €10, but also €3,000. That is why we prefer to agree on a link budget, which we use when needed. Our focus is first and foremost on earning free and genuine links.