The verdict in three sentences
When choosing an SEO agency in London in 2026, score every pitch on a 100 point scorecard instead of choosing the most confident presenter or the cheapest fee. A budget of £1,000 to £6,000 a month on a 6 to 12 month contract only makes sense if you own your Search Console and Analytics properties and the agency explains exactly how it earns links. Walk away from anyone promising guaranteed rankings or refusing to show a sample report.
The criteria that actually matter
Take a London B2B company, say a specialist commercial cleaning and facilities firm serving the City, Canary Wharf and the M25 business parks, wanting to rank for terms like 'office cleaning contract London' or 'facilities management Canary Wharf'. It receives four proposals between £1,200 and £5,500 a month. Six criteria separate them: the depth of the initial diagnosis, a keyword strategy tied to your most profitable services, the content and link building method, reporting cadence and quality, contract terms, and whether the price matches a clearly stated workload.
The 100 point scorecard
| Criterion | Points | What earns full marks |
|---|---|---|
| Initial diagnosis | 20 | Quantified technical audit, 3 competitor benchmark, dated priorities |
| Keyword strategy | 15 | Commercial intent terms tied to high margin services, with volumes |
| Content and service pages | 15 | Concrete editorial plan, pages per service and per area served |
| Transparent link building | 15 | Real editorial links, named sources, no private blog networks |
| Reporting cadence | 15 | Regular readable reports tracking enquiries, not just rankings |
| Contract and ownership | 10 | Accounts in your name, clear exit terms, deliverables you keep |
| Value for money | 10 | Hours or deliverables per month stated in writing |
Below 60 points, drop the proposal. Between 60 and 75, negotiate the weak points in writing. Above 75, compare the 12 month total cost.
Budgets, contract length and red flags
| Provider profile | Monthly fee 2026 (ex VAT) | Usual commitment | Watch out for |
|---|---|---|---|
| Freelance consultant | £800 to £2,000 | 3 to 6 months | Capacity, cover during holidays |
| Boutique SEO agency | £1,500 to £4,000 | 6 to 12 months | How much is outsourced |
| Large specialist agency | £4,000 to £10,000+ | 12 months | Junior staff on your account |
| Full service digital agency | £1,200 to £3,500 | 6 to 12 months | SEO as a side service |
| Kolonell Traffic Engine | about €191 to €534 a month (125,000 to 350,000 FCFA) | 12 months | €457 setup, weekly report |
| Red flag | Why it matters | ||
| 'Guaranteed number one' | Nobody controls Google's algorithm | ||
| Search Console set up under the agency's account | You lose your history when you leave | ||
| No sample report shown | Reporting will likely be thin | ||
| Links sold in bulk packages | Risk of a manual action | ||
| 24 month lock in with no break clause | You pay even if nothing moves | ||
| Rankings as the only KPI | Enquiries pay the bills, positions do not |
Under UK GDPR, check that call tracking and form analytics tools the agency installs are covered by your privacy notice and a data processing agreement.
Mini case study
Illustrative example: Hannah, managing director of a facilities firm in East London with 60 staff. A new contract is worth about £24,000 a year in gross margin. She scores four agencies: A 57 points (£1,200 a month), B 70 points (£1,800), C 82 points (£3,200), D 66 points (£5,500).
- B and C make the shortlist. 12 month cost: B £21,600, C £38,400.
- C plans 10 service and area pages plus enquiry tracking; B reports rankings only.
- Break even for C: £38,400 / £24,000 = 1.6 contracts in the year.
With 5 to 8 qualified enquiries a month expected after six months, that bar is reachable. Hannah picks C and adds account ownership and a month 6 break clause to the contract.
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FAQ
How much does an SEO agency cost in London in 2026?
From about £800 a month for a freelancer to £10,000 or more for a large agency. Most B2B SMEs sign between £1,500 and £4,000 a month.
What contract length is reasonable?
6 to 12 months, because results usually start showing between months 4 and 6. Insist on a break clause at month 6 if agreed deliverables are missed.
Should the agency get access to Search Console and Analytics?
Yes, as a user on properties you own. That way you keep all data if you switch providers.
How do I check link building is transparent?
Ask for 3 example links earned for other clients and a description of the sources. Links priced at a few pounds each or sold in packs of 50 are a warning sign.
What reporting cadence should I ask for?
Ideally weekly for activity and enquiries, with a quarterly strategy review. The report should show leads from organic search, not just traffic and positions.
If you want a benchmark before the pitches, the Kolonell visibility audit costs 100,000 FCFA (about €152) and is deducted from the setup if you start within 30 days, followed by the Traffic Engine Presence, Momentum or Flood plans.
Get found by the customers already searching for you. Start with a 100,000 FCFA (about €152) visibility audit, then pick the Traffic Engine plan that matches your enquiry goals, with a clear weekly report. Traffic Engine. WhatsApp +221 77 596 93 33.
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.
