The verdict in three sentences
For a funded B2B software company in Dublin, a good SEO partner is judged by its ability to bring qualified buyers to the pages that close deals: integrations, security and compliance, pricing, case studies, demo booking. Market rates run from roughly 2,000 EUR a month for a senior freelancer to 12,000 EUR a month for a specialist SaaS agency, and price alone says nothing about quality. Compare proposals with a weighted scoring grid and rule out from the start any that promise positions or refuse to report in demo requests.
How providers charge in Dublin
2026 ballpark figures, drawn from typical quotes and public agency rate pages from Irish and UK agencies, excluding VAT.
| Model | Range | What for | Watch out for |
|---|---|---|---|
| Hourly rate, senior freelancer | 80 to 150 EUR an hour | Targeted technical work | Little writing capacity |
| Monthly retainer, generalist agency | 2,000 to 5,000 EUR a month | Technical upkeep and routine content | Limited grasp of the SaaS sales cycle |
| Monthly retainer, specialist SaaS agency | 6,000 to 12,000 EUR a month | Strategy, product content, comparison pages | Often a long minimum term |
| One-off project, technical audit | 4,000 to 15,000 EUR | Before a redesign or after a migration | Deliverable without an execution plan |
| One-off project, content strategy | 5,000 to 12,000 EUR | Page architecture and calendar | Must tie back to buying personas |
| Writing only | 300 to 800 EUR per long article | Content volume | Product review essential |
After a funding round, the temptation is to pick the most visible provider. For a software company of 20 to 60 staff, the better question is: who understands the sales cycle of your software category?
Red flags to spot in a proposal
| Red flag | Why it is a problem | What a serious provider offers |
|---|---|---|
| A promise of page one or a position | Nobody controls Google's algorithm | Enquiry targets and timeline ranges |
| Fixed-volume link packages | Penalty risk and links worthless to your buyers | Digital PR, partnerships, citable content |
| No access to Search Console or analytics | You cannot verify anything | Read access from week one |
| Reports centred on traffic | Traffic does not pay salaries | Demo requests, influenced pipeline, cost per enquiry |
| Security or compliance content written without sign-off | Displaying a certification you do not hold is a serious fault | Review by your CISO or counsel before publishing |
| 12-month lock-in with no exit | You cannot correct a bad choice | Initial 3-month term, then one month's notice |
| No questions about your sales team | B2B SEO must feed sales | Workshops with sales and product in month one |
Questions to ask, specific to a B2B software company
- How do you structure integration pages (one page per connector, or a directory) to capture queries such as "[your category] + Salesforce integration"?
- How do you handle security and compliance pages? The site should cite SOC 2, ISO 27001 or GDPR compliance only where it is actually in place.
- What do you recommend for the pricing page: public prices, ranges or "contact us"?
- How do you use case studies, real ones only and approved by the customer?
- How do you connect SEO data to the CRM to track booked demos?
- What experience do you have of Irish requirements: the GDPR, the Data Protection Act 2018 and the Data Protection Commission for forms and cookies, the Central Bank of Ireland if you sell to financial entities?
- How do you build in accessibility, given that the European Accessibility Act widens requirements for some digital services?
These regulatory topics should be checked with your counsel. This is not legal advice.
Comparing proposals and judging the first 90 days
A simple grid, scored 1 to 5 per criterion, keeps the choice away from gut feeling.
| Criterion | Weight | What to look at |
|---|---|---|
| Understanding of your category and buyers | 25% | Questions asked during pre-sales |
| Plan for integration, security and pricing pages | 20% | Concrete examples, not generalities |
| Measurement in demo requests and pipeline | 20% | Sample report provided |
| Technical capability (JavaScript sites, migrations) | 15% | Verifiable references |
| Contract terms | 10% | Term, notice, content ownership |
| Price | 10% | Consistency with scope |
A serious first 90 days looks like this: technical audit and indexing blockers fixed in month one, query mapping by buying stage and a page plan in month two, first integration and security pages published and tracked in the CRM in month three. A provider that has published or fixed nothing at 90 days has not started.
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Mini case study
Illustrative example. "Liffeyform", maker of procurement software, 45 staff in Dublin, recent Series A. Two proposals: agency A at 4,500 EUR a month, agency B at 8,000 EUR a month. Weighted scores: A gets 5 on price, 2 on buyer understanding, 3 on page plan, 2 on measurement, 4 on technical, 4 on contract. Score: 0.25 × 2 + 0.20 × 3 + 0.20 × 2 + 0.15 × 4 + 0.10 × 4 + 0.10 × 5 = 0.5 + 0.6 + 0.4 + 0.6 + 0.4 + 0.5 = 3.0. B gets 4, 5, 4, 4, 3 and 2: 1.0 + 1.0 + 0.8 + 0.6 + 0.3 + 0.2 = 3.9. Over a year, B costs 96,000 EUR against 54,000, i.e. 42,000 more. If the average annual contract value is 30,000 EUR (assumption), B needs to generate about two more contracts than A to justify the gap.
FAQ
Do we need a specialist SaaS agency, or is a freelancer enough?
A senior freelancer at 80 to 150 EUR an hour suits a targeted technical job. To produce integration pages, comparisons and security content every month, a dedicated team is usually needed.
What contract term should we accept?
An initial 3-month term followed by one month's notice protects both sides. A firm 12-month commitment from signature is a point to negotiate.
Should we publish our prices on the site?
It is a commercial decision, but a clear pricing page answers a frequent buyer query. Even a range per plan or per number of users helps a buyer qualify before the demo.
How do we know SEO is contributing to pipeline?
Connect demo forms to the CRM and track the source of each opportunity. Over 6 to 12 months, the share of demos from organic search becomes a reliable indicator.
How long before measurable results?
Allow 3 to 6 months for early signals on niche queries, and 6 to 12 months for a visible effect on pipeline. No serious provider promises a ranking.
Let's talk about your search visibility. A review of your integration, security and pricing pages and of the proposals you have received lets us scope a realistic plan. Request a free quote: diagnosis and proposal within 48 hours.
Mohamed Bah
Fondateur, Kolonell
Passionate about digital and entrepreneurship in Africa, Mohamed has been helping Sénégalese businesses with their digital transformation since 2020. Founder of Kolonell, he believes every SME deserves a professional and accessible online présence.
