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I am not real good at the business side of SEO. I know that larger seo firms usually get somewhere along the lines of 20-30% of what their customers spend on PPC ads.
for individual projects I did my first one for $100 and now usually charge over $100 an hour to consult people. it really depends on how well you establish brand.
most big seo companies also charge ongoing fees with their work. something like 5k to start and at least 1k a month. these are numbers from just a few companies I know.
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