Your agency is already great at what it does, whether that’s running PPC campaigns, managing social media, or building great websites. Despite that, we’d bet that at least one client has asked, “Do you offer SEO services?” and you had to go, “No, but we know a great team who does.”
What if that great team was your team? And what if you started offering SEO not just as a service add-on, but as a scalable revenue stream that fits right into your existing workflow?
That’s the power of cross-selling SEO services.
The best part? You already have what most SEO agencies lack:
✅ Deep knowledge of your client’s brand & business.
✅ Access to their website, analytics, and marketing strategy.
✅ A trusted relationship, making it easier to pitch SEO.
Today, we’ll dive into how you can get started with the right tools and partnerships – without the stress of hiring an entire in-house SEO team or trying to become an expert overnight.
1. What Is Cross-Selling?
An illustration that explains the meaning of cross-selling, Source
Especially for smaller agencies, cross-selling simply involves adding new, complementary services to your existing ones.
Even then, many agencies hesitate to offer SEO because they assume it requires deep technical knowledge or a full-fledged team of specialists. That’s not necessarily true!
Instead of building on the current plan, you’re introducing something fresh. For example, you could be…
- Suggesting SEO campaigns to clients doing PPC with you to maximize their search engine visibility and build on the existing results.
- Strengthening channel coverage through SEO for your social media management clients.
- Adding SEO to get even more leads to their email marketing conversion funnels.
Those are a few of many examples of services you could upsell. And here’s something even better: you might be offering some of them already – directly or indirectly.
The Hidden SEO Work You’re Already Doing (Without Realizing It)
You may not see them as anything related to SEO, but chances are, you’re already doing tasks that positively impact your clients’ search rankings. Think about it: SEO thrives on visibility, engagement, and optimizing digital experiences. So do your other services!
Are you…
✅ Running social media campaigns? Then, your content generates engagement and brand mentions – both of which contribute to SEO. While social signals (likes, shares, and comments) aren’t direct ranking factors, brand visibility leads to more searches and backlinks, which do impact rankings.
✅ Managing PPC ads? You’re optimizing landing pages and keywords, which are fundamental to both paid and organic search. A well-structured, keyword-optimized landing page not only converts better but also improves your client’s Quality Score, reducing cost-per-click (CPC) and making ads more cost-efficient.
✅ Designing websites? Your UX, site structure, and page speed improvements directly impact rankings. Google’s Core Web Vitals – a confirmed ranking factor. Improving things like page speed, mobile-friendliness, and intuitive navigation makes it easier for users (and Google’s crawlers) to engage with the site, boosting both conversions and rankings.
The difference between what you’re already doing and a full-scale SEO service is simply adding structure and measurement.
Right now, you might be optimizing a landing page for a PPC campaign, but are you tracking how it ranks organically?
You may be fixing slow-loading pages for a better UX, but are you monitoring how that impacts search visibility?
SEO ties these separate efforts together with data-driven tracking so that every tweak contributes to the growth your clients seek.
Example of Cross-Selling SEO Services in Action: Turning PPC Data into SEO Insights
Let’s say you manage Google Ads for a client. Great – you already have access to high-performing keywords that drive conversions!
Instead of just using that data for PPC, why not turn it into an SEO strategy? You could…
- Identify high-converting keywords from paid campaigns.
- Create SEO-optimized landing pages for those terms, so that they can rank organically as well.
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Reduce ad spend over time as organic rankings improve, allowing your client to rely less on paid traffic or invest in innovative new campaigns they didn’t have the budget for previously.
This simple shift turns your PPC service into a more holistic strategy. And beyond just SEO benefits, it also improves ad performance. That’s a double win every PPC client will appreciate.
A Note on SEO Work for Web Design Clients
If you design websites, then you’re either already offering or looking into offering care plans (also known as maintenance plans). While you can do the garden-variety stack including backups, firewalls, and vulnerability protection, you can also start offering on-page SEO as part of it.
In most cases, and with tools like SiteGuru, this SEO aspect can be highly automated with only a few hours every month spent performing the tweaks to help your clients see far-reaching results!
With that in mind, let’s look at how you can get started, step-by-step.
2. How to Cross-Sell SEO to Existing Clients
Your best SEO clients are the ones you already have. After all, new clients can cost four to seven times more than retaining an old one, depending on the business.
Still, it’s not uncommon to wonder where SEO fits in or how to introduce it naturally. So here’s a tip: when positioned correctly, SEO should be a logical extension of what your clients are already investing in.
That’s why your first step is identifying which clients currently need SEO services.
Step 1: Identify the Clients Who Need SEO
Not every client will be ready to jump into SEO, but many need it without even realizing it. They might be…
PPC Clients
As we’ve already mentioned, if they’re spending thousands on paid ads, they’ll love the idea of reducing costs with organic rankings. Offer SEO landing pages to improve ad Quality Score and drive conversions beyond just paid clicks.
Social Media Clients
Their content gets engagement, but it isn’t optimized for search – meaning it performs well in the moment but fades into the background once the initial buzz dies down.
A client might be creating valuable video content that gets solid engagement, but if their titles, descriptions, and tags aren’t optimized for search, they’re missing out on long-term visibility.
With SEO, you can keep their brand top-of-mind across multiple platforms.
Web Design Clients
Designing a stunning website is a great start. But without SEO, it’s the same as having a perfectly designed shop in the middle of nowhere.
If search engines can’t properly crawl, understand, and rank the site, it won’t get the traffic (or conversions) it deserves. That’s why adding services like technical SEO audits to your web design services is a natural next step.
Step 2: Run a Quick SEO Audit
You don’t need to take a course or upskill your entire team to start offering SEO audits. What you do need are the right tools to pinpoint opportunities in a short timeframe.
SEO tools make it easy to analyze websites, track performance, and identify quick wins without getting lost in technicalities.
Some of the tools that can help you identify, pitch, and execute SEO improvements for your clients include the following:
- SiteGuru offers automated SEO audits and prioritized action items.
- Google Search Console (GSC) helps you find indexation issues, keyword rankings, and SEO opportunities.
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Ahrefs and Semrush offer competitive analysis, backlink tracking, and keyword research.
If you’re looking for a more comprehensive breakdown of SEO tools, we have an entire guide on SEO tools for beginners.
Using SiteGuru as an example, suppose you’ve connected the client’s site to the tool. After the initial scan, you’ll see a to-do list with all the improvements that can lead them to better rankings.
From there, you’ve received ammo for your pitch, so you’re able to…
Step 3: Position SEO as an “Easy Win” for Their Business
You’ve already got the data. Now, frame SEO as an improvement to what they’re already doing.
Here’s how we’d do it for each of our example clients:
- PPC Clients: “You’re already paying for traffic. Why not get some for free? SEO helps you rank organically, so over time, you can reduce ad spend while still getting clicks.”
- Social Clients: “Your content is already engaging – let’s get it seen beyond your followers by optimizing it for search. That way, it keeps driving traffic long after you post.”
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Web Clients: “From our experience with clients, a great-looking site is only half the battle. Let’s make sure it’s fast, search-friendly, and easy to find so it brings in more visitors and conversions.”
That approach makes SEO feel like an obvious value-add rather than just another service to keep track of.
Step 4: Offer a Low-Commitment SEO Service First
Jumping straight into a full SEO retainer can be a tough sell, especially if your client isn’t familiar with SEO’s long-term value yet.
When a service requires a big commitment upfront, clients may hesitate because they’re unsure of the ROI, worried about cost, or don’t trust the process yet.
That’s why it’s better to start small and build trust by offering lower-risk, quick-win services that show value right away:
- A technical SEO audit. Clients don’t always realize their site has issues until they see them clearly laid out. If possible, offer a mini audit as a freebie – just a one-page summary of 2-3 critical issues. This helps you gain credibility while naturally leading to paid SEO services.
- A one-time SEO content optimization package. This is a fast, lower-cost service that helps clients see improvements without waiting months for SEO results to “kick in.” This type of service works best when paired with a prioritized SEO to-do list.
- SEO consulting. Some clients don’t need a full-service package – they just need the guidance. A one-time or monthly consulting call can help them understand their SEO performance, set priorities, and provide a custom roadmap they can execute with their own team.
As you can see, there are many different ways to cross-sell SEO services. Now that you’re aware of the possibilities, it’s time to stick to a plan. Don’t worry – we’ve got you covered there as well.
3. Your 15-Minute SEO Cross-Sell Plan
So, how do you slide SEO into the right conversation at the right time?
There’s no better icebreaker than tests and data.
Think of it like a doctor’s appointment: you go in to check your pesky cold, and thankfully, everything’s fine. But in the process, the doctors also spot a joint issue you might want to look into. It’s up to you whether to address it, but at least now you’re aware.
As an agency, you’re in a unique position: not only do you flag those extra issues for clients, but you also have the solutions to fix them.
It doesn’t have to take a lifetime, either. In just 15-30 minutes, you can uncover 3-5 quick wins that make pitching SEO services a slippery slope.
Step 1: Check What They’re Already Ranking For (5 min)
🧰 The toolkit: Google Search Console → Performance → Search Results [Free]
👉 The angle: “You’re ranking for important keywords, but just outside the top 10 by a hair. A few SEO tweaks could push them higher and drive significantly more traffic.”
A common mistake agencies make is assuming a client needs to rank for new keywords when in reality, their site might already be sitting on low-hanging fruit. These are often pages that rank on page 2 of Google (positions 11-20) but just need a little push to page 1.
With GSC, you can quickly audit any keyword’s performance by clicks and impressions at a glance.
Step 2: Find Critical SEO Issues (5 min)
🧰 The toolkit: SiteGuru → Site Audit [Free trial]
👉 The angle: “We ran a quick audit, and we’ve got a clear list of the highest-impact fixes for your site. Tackling these will not only improve rankings but also help with user experience and conversions.”
SEO audits can be overwhelming, especially when you have a long, messy list of issues with no clear priorities. Now, imagine that for your clients!
SiteGuru’s site audit tool prioritizes the most important fixes in a structured, data-backed to-do list. This means you can focus only on quick wins and the items that need attention first.
Plus, you can show clients the impact of each fix, with data to back up your recommendations.
SiteGuru’s site audit tool ordered by impact level
Step 3: Identify High-Performing Pages That Could Convert Better (5 min)
🧰 The toolkit: SiteGuru → Google Analytics → Engagement → Pages & Screens [Free]
👉 The angle: “Your top blog post is bringing in traffic, but it’s not leading to more business. With a few strategic SEO tweaks we can turn those visitors into actual leads and customers."
GA4 Pages & Screens Report
Just because a page gets a lot of visits doesn’t mean it’s driving leads, sales, or engagement. The Pages & Screens feature in GA4 can help you find issues like blog posts or landing pages with high traffic but low conversions.
As a result, you can offer to optimize them with better titles, internal links, and other SEO improvements.
Step 4: Check Mobile Performance (5 min)
🧰 The toolkit: PageSpeed Insights [Free]
👉 The angle: “Your mobile site is taking longer to load than it should, and that’s costing you visitors and rankings. A few key optimizations, like improving image sizes, caching, and better loading strategies, can speed things up and drive more conversions.”
Google’s PageSpeed Insights (PSI) is a free tool that analyzes a website’s loading speed and performance, with real-time scores and recommendations for both mobile and desktop versions.
If your client’s mobile speed is below 50, they should know it’s hurting rankings and conversions – even when we’re talking about PPC.
Based on that, you could suggest fixes such as image compression, caching, and lazy loading to speed up the site.
Step 5: Check Competitor Backlinks and Authority (5 min)
🧰 The toolkit: Ahrefs/Semrush → Backlink Analysis [Freemium and free trials]
👉 The angle: “Your competitors are getting more backlinks, and that’s making Google show their pages above yours. We can level the playing field by securing high-authority links and reclaiming unlinked brand mentions – both of which will strengthen your website’s authority and organic performance.”
Backlinks are one of Google’s strongest ranking signals.
If a competitor has more high-quality backlinks, they’re likely outranking your client. Their content might not be better, but search engines see them as more trustworthy.
This is a powerful insight because it triggers a bit of competitive urgency, as many clients don’t even realize their competitors have a stronger backlink profile.
The analyses from Ahrefs and Semrush can help you spot those backlinks in a heartbeat.
Ahrefs Backlink Analysis tool, Source
While You’re at It, Identify Unlinked Brand Mentions
Sometimes, a website mentions your client’s business but doesn’t link back. This is a missed SEO opportunity that’s much easier to fix than earning a new backlink from scratch.
If you’re already using Ahrefs, go to the Ahrefs→ Content Explorer to search for mentions of your client’s brand name. If they find blog articles, news sites, or directories mentioning them without a link, they can reach out and request link addition.
If a site already mentioned your client, they’re likely to add the link with minimal resistance.
Ahrefs Content Explorer tool, Source
4. Deliver Your SEO Pitch Using the “SEO Opportunity” Email
Once you’ve gathered insights from the mini-audit, summarize them in a simple, results-driven way. There’s no better way to do this than through a succinct email, and we’re giving you the right angles for different types of clients!
Cross-Selling SEO Services to a PPC Client: Email Template
📩 Subject: Let’s lower your ad costs with SEO 🚀
Hi [Client’s Name],
We’ve been seeing great results with your PPC campaigns, but I noticed something that could improve your ROI even further.
Right now, we’re paying for traffic on [Keyword X]. With Search Engine Optimization, we could start ranking organically for that keyword—meaning more free traffic and lower ad costs over time.
I’d love to do a quick SEO audit and see how we can improve your site’s rankings. Let me know if you’re open to a quick chat!
Best,
[Your Name]
✅ Why this works: Ties SEO to a specific benefit (lower ad costs) instead of just “more traffic.”
Email Template: Cross-Selling SEO to a Social Media Client
📩 Subject: Turn your social engagement into long-term SEO traffic
Hi [Client’s Name],
Your social content is performing really well! Have you considered optimizing it for SEO to get even more visibility?
Right now, your posts are driving traffic in the short term, but with a few SEO tweaks, we can turn them into long-term traffic drivers from Google.
Would you like me to do a quick SEO check and see how we can improve your content for search rankings?
Best,
[Your Name]
✅ Why this works: Shows how social & SEO work together instead of competing.
Email Template for Cross-Selling SEO Services to Web Design Customers
📩 Subject: Quick SEO check-up for your website 🚀
Hi [Client’s Name],
Now that your website is up and running, I wanted to check in and see how everything’s going.
One thing I always recommend after launching a site is a quick SEO check-up. Even small tweaks—like optimizing page titles, improving site speed, or fixing broken links—can help your site get discovered more easily on Google.
I’d be happy to run a free mini SEO audit and send over a few insights on how to make sure your site is in the best shape for search engines.
Let me know if you’d like me to put that together for you!
Best,
[Your Name]
✅ Why this works: Instead of pushing an upsell, this email positions SEO as a natural next step after web design. It offers immediate value (a free check-up) while subtly introducing the idea of ongoing SEO improvements.
5. You Can Scale SEO Without an In-House Team…but You Need Help
You already have:
- Clients who need SEO
- Access to their website and marketing data
- The ability to offer SEO
If you feel like moving things up a notch (without hiring staff or doing everything yourself), here’s how to offer SEO services:
Choose the Right Tools
As we already mentioned, there’s no need to do all the work yourself. Your work should be strategic and holistic, slotting in SEO as a natural extension of your client’s overall strategy. Tools can help automate away everything that doesn’t specifically need your input, such as:
🧰 SEO Auditing Tools: Use tools like SiteGuru, SEMrush, or Ahrefs to perform comprehensive site audits. They identify technical SEO issues, such as broken links, missing meta tags, and site speed problems, so you get actionable insights to clients quickly.
🧰 Reporting Tools: Tools like Google Data Studio or Google Analytics can help you create automated reports for your clients. Set up dashboards that track key performance metrics (traffic, rankings, conversions) and share these with your clients regularly to demonstrate the value of your work.
🧰 Keyword Research Tools: Platforms such as Moz or SEMrush can help you find the high-potential keywords that will get your clients results fast.
🧰 Content Optimization Tools: Finally, use tools like Surfer SEO or Clearscope to create optimized content based on current SERP analysis. While we always recommend using your expertise and expert creators, these tools help you dot all the i’s so your content is ready to be understood by search engines.
From there, you’re only a few Zaps away from getting all the data into a central report you can share with your clients!
Outsource Specialized SEO Tasks
Some SEO tasks require specialized knowledge, but that doesn’t mean you have to do them.
Link-building, for example, is one of the most time-consuming parts of SEO since it focuses on outreach, relationship-building, and content partnerships. By working with freelance link-building specialists, you can scale this service without doing it in-house.
Technical SEO is another specialized skill. Tools can identify the problem, but fixing issues like schema markup, crawl issues, and Core Web Vitals may go beyond your expertise. Instead of spending weeks figuring things out, hire a freelance SEO developer.
Steer clear of platforms like Upwork and Fiverr.
They’re mostly a game of numbers and you won’t be able to develop a mutually beneficial relationship with the right people.
Instead, look to your network (even your LinkedIn, yes), Slack groups, and other communities where specialists congregate.
For example, you’ll find experienced link-building professionals who focus on a select few niches on Facebook or in Slack communities.
Always look for niche experience and track record!
While this isn’t as easy as using a tool for automation, finding skilled freelancers is easier than it sounds and all the work you put in at the beginning will pay off tenfold as you scale your services without having to hire full-time!
Look for White-Label SEO Services
You can position your agency as a full-service provider while relying on the expertise of others for technical aspects, such as deep technical audits or ongoing link-building campaigns.
White-label SEO allows you to sell SEO services under your agency’s name while an external SEO team does the work.
Many agencies offer this type of service, but focus on those with expertise and good reputation. Look for reviews, case studies, and testimonials from other agencies that have used their services.
When meeting with them, understand how they usually offer white-label services and what the communication process looks like. At the very least, you should have a shared Slack channel for day-to-day ops.
Choose someone with expertise in your clients’ niches, so you’re able to compete more effectively from the get-go.
6. Pricing Your New SEO Services
As we always say, your mileage will vary because your clients are unique. However, if you want to hit the ground running fast, you could start offering SEO packages such as:
The Simple SEO Starter Package Example
🚀 SEO Starter Package – “Get Found on Google” ($X one-time fee or bundled into a care plan)
1️⃣ Technical SEO Setup
✔ Submit the website to Google Search Console & Bing Webmaster Tools
✔ Set up XML sitemap & robots.txt for proper indexing
✔ Optimize site speed & mobile-friendliness
✔ Ensure HTTPS security & fix any crawl errors
2️⃣ On-Page Optimization
✔ Optimize title tags, meta descriptions & headers for key pages
✔ Improve internal linking structure for better navigation & SEO value
✔ Basic keyword optimization for homepage & key service pages
3️⃣ Local SEO Essentials (if applicable)
✔ Set up or optimize Google Business Profile
✔ Add structured data markup (schema) for local businesses
✔ Ensure NAP (name, address, phone) consistency across the site
4️⃣ SEO Performance Tracking
✔ Install & configure Google Analytics & Google Search Console
✔ Provide a simple SEO checklist for future content updates
✔ Optional: Monthly mini-report to track traffic & rankings (+$X/month)
✅ Why this works: This is the kind of plan that makes it perfectly easy for someone to establish their SEO presence online, so it’s best suited for care plan follow-ups after you design a website.
The Comprehensive Content Growth Package Example
📈 Content Growth Package – “Drive Organic Traffic” ($X monthly retainer)
1️⃣ Content Strategy Development
✔ Create a content calendar with 5 targeted blog post ideas per month
✔ Perform keyword research to identify high-potential topics
✔ Analyze competitors’ content to find gaps and opportunities
2️⃣ Blog Post Writing & Optimization
✔ Write and optimize 2 high-quality blog posts per month for SEO
✔ Implement internal linking to boost site navigation and SEO value
✔ Ensure each post includes engaging visuals and calls to action
3️⃣ Content Promotion
✔ Share new blog posts across social media platforms to increase reach
✔ Utilize email newsletters to promote new content to existing customers
✔ Engage with relevant online communities to share blog content
4️⃣ Performance Analysis
✔ Monitor organic traffic and engagement metrics for each blog post
✔ Provide a monthly report summarizing content performance and insights
✔ Adjust the content strategy based on data to maximize results
5️⃣ Backlink Acquisition Strategy
✔ Develop a backlink acquisition plan focusing on high-quality, relevant sites
✔ Identify and reach out to 5-10 potential websites for guest blogging opportunities
✔ Create shareable content (e.g., infographics, guides) to encourage natural backlinks
✅ Why this works: This package helps clients establish authority in their niche by consistently producing valuable content, driving organic traffic, and improving their search rankings over time.
The Local SEO Dominance Package Example
🏪 Local SEO Dominance Package – “Be the Local Leader” ($X monthly retainer)
1️⃣ Local SEO Audit
✔ Conduct a thorough local SEO audit to assess current standings
✔ Analyze local competitors and identify areas for improvement
✔ Check citations and local listings for accuracy
2️⃣ Google Business Profile Optimization
✔ Set up or enhance the Google Business Profile for maximum visibility
✔ Add photos, services, and posts to engage with potential customers
✔ Optimize business description using relevant local keywords
3️⃣ NAP Consistency & Structured Data
✔ Ensure NAP (name, address, phone) consistency across all online platforms
✔ Add structured data markup (schema) to enhance local search visibility
✔ List the business in relevant local directories and review sites
4️⃣ Review Management Strategy
✔ Set up a system for collecting and responding to customer reviews
✔ Develop strategies to encourage satisfied customers to leave reviews
✔ Monitor reviews and provide monthly insights on reputation management
✅ Why this works: This package positions clients as local leaders in their market, enhancing visibility and driving foot traffic to their business while establishing a strong online presence.
From there, customize and tweak until you find the perfect options based on the feedback you hear from the clients!
Next Steps to Start Offering SEO Today
Here’s some homework:
Run a quick SEO audit for one client. Yes, today! You can use SiteGuru for that task with the free trial, and it’ll only take minutes.
Then, offer it as a potential fix in your next update email.
Because this might be a first for you, it’s normal to feel like this is a little “pushy”. But the truth is, for agencies already offering marketing services, it’s one of the easiest and most valuable services to add.
As they say, the best time to start was a year ago.
The next best time is now.
