SEO retainers usually cap your margins at 30% because you’re just selling...

https://dibz.me/blog/why-a-handful-of-european-seo-agencies-stopped-being-agencies-and-1138

SEO retainers usually cap your margins at 30% because you’re just selling hours. If you start treating your agency like a lab to build your own internal tools, you can flip that model and get your margins north of 70%.