Hello! Today I’m sharing an in-depth interview that explains how you can work from home and build a successful SEO business after completing an SEO training course. I recently spoke with Claudia Pennington of SEO Audit Guide, who outlines how anyone can get started and grow an SEO consulting practice.
Claudia runs a thriving SEO business and has launched training to help others learn these skills. She estimates that new SEO consultants in the United States can earn around $75 per hour. Best of all, many SEO services don’t require advanced technical skills.
If you’re exploring a new career path or a side hustle you can manage from home, SEO consulting is worth considering.
Read the interview below to learn how to launch and run an SEO business even if you have no prior experience.
Related articles:
- 75+ Ways To Make Extra Money
- How To Work From Home Selling on Amazon FBA
- 10 Ways To Make Money Online From The Comfort of Your Home
- Ways To Make An Extra $1,000 A Month
- How To Start and Launch a Money Making Blog FREE Course
- 16 Free Work From Home Courses & Resources
1. Please give us a little background on yourself — how you started making money through SEO, etc.
My name is Claudia Pennington. I’m a personal finance blogger and the CEO of Side Hustle, LLC. We coach freelancers and side hustlers to increase their income by learning digital marketing tools, with a particular focus on on-site and off-site SEO.
I graduated from Penn State in 2006 with two liberal arts degrees. Although I didn’t study digital marketing formally, an internship at Penn State helped me get an entry-level position and start building experience. I’ve freelanced for years to supplement my income and help small businesses improve their online presence through SEO.
Today I maintain just two retained clients, which covers our business and many personal expenses. That arrangement gives me time to focus on training and coaching freelancers and small businesses in digital marketing.
2. What exactly is SEO? Can you explain this for those who are new to the concept?
SEO — search engine optimization — is a set of tasks aimed at improving a website’s visibility to search engines so it appears in search results. SEO includes on-site and off-site strategies such as SEO website audits, keyword research, content audits, and content marketing. These services fall under the broader umbrella of digital marketing because they all aim to drive targeted traffic to a website.
SEO is crucial for businesses of all sizes, especially small businesses. Without optimization, a business can be effectively invisible on search results pages. For example, if a local coffee shop’s site isn’t optimized, it may not appear for searches like “coffee shop near me,” while competitors that optimized their sites will appear instead. SEO makes a website more visible and relevant to both search engines and users.
3. How much can a new SEO business owner expect to make?
For students in the United States, the average hourly rate we see is about $75 per hour. How much you earn depends on the time you put in and whether SEO is a side business or your main focus. Setting clear business goals will help determine your income potential.
First, decide how many hours you want to invest. Will this be a supplemental income stream or your full-time business? You can start with one client to test the waters and scale from there.
Second, determine how much you want to earn each month. Time is finite, so if SEO is a side gig you’ll need to balance it with your day job. Once you set the time and income targets, you can calculate realistic hourly and project rates.
Example 1: If you want to earn an extra $1,000 per month as a side hustler, you could find one client. The first month usually involves an SEO website audit, which often takes around 10 hours (larger sites can take 20–25 hours). At $75/hour, a typical audit could bring in about $750. After the audit, you can pitch a retainer for ongoing content marketing or SEO work to create recurring revenue.
Example 2: If you aim to replace a $3,000 gross monthly income, at $75/hour you’d need roughly 40 billable hours a month — typically two to four clients depending on their needs. Many clients should invest at least 10 hours monthly to see meaningful results, though some will require more comprehensive services and greater time commitments.
4. Who are the typical clients for an SEO consultant?
Anyone with a website can be a client: local businesses, freelancers, bloggers, startups, and even larger companies. For beginners, ideal first clients are often small business owners or freelancers you already know. Working with acquaintances is easier because they’re likely supportive and open to your help.
Small business owners frequently need outside expertise because they juggle many responsibilities. You can also find clients through marketplaces like Upwork or through local networking. Clients can range from solo entrepreneurs to teams of 20, and many engagements are managed remotely.
5. What do you enjoy about providing SEO services?
I love the tangible value SEO delivers. I’ve helped struggling businesses increase sales and helped freelancers improve their online presence. Small business owners invest deep emotional energy into their ventures, and it’s rewarding to help bring customers to their doorstep — virtual or physical. Seeing measurable improvements and knowing you contributed to someone’s success is deeply satisfying.
6. How can someone start their own SEO business?
Getting started is straightforward. Learn SEO basics through online resources or training courses, then begin pitching clients once you’re comfortable with current best practices.
You don’t need to form a legal business or build a website right away. Update your LinkedIn, announce your services on social channels, and start with a client. For U.S.-based freelancers, a client may request a W-9 for payments. If you choose to form an entity, consult an accountant or lawyer to determine the best structure; many freelancers start as a sole proprietor or form an LLC.
Regardless of legal structure, your first priority is finding clients, so work on your pitch and prospecting strategy.
7. What are the startup and ongoing costs for an SEO business?
Aside from the cost of training, you can start an SEO business with little to no investment. Advertising your services on social media and updating profiles is free. If you operate as a 1099 contractor, track income and expenses and save for taxes.
If you want a website and business email, basic hosting and a domain can be as little as a few dollars per month. Many freelancers use inexpensive hosting and simple bookkeeping tools to manage finances. Consult an accountant for bookkeeping and tax guidance specific to your situation.
8. What does your SEO training course teach, and who has completed it successfully?
Our online SEO training teaches four core services:
- SEO website audits
- Content audits
- Keyword research
- Content marketing
The course walks you step-by-step through the fundamentals, best practices, and client-facing processes for each service. A motivated person with a computer and internet access can become proficient in these services within a few weeks. The program also includes resources for finding and pitching clients so you can launch quickly.
After course completion, students join a private Facebook group where new consultants can ask questions, share feedback, and connect with peers. One student, Marel, completed the training and now conducts website and content audits at $75/hour for a large mom-blog. Another student, Paige, used the course to land a client in personal finance and launched her business, BluSpruceSEO. She reported that the training opened her eyes to SEO and helped her pursue financial and location independence.
9. Do you need technical skills like HTML or CSS to do SEO?
No. Most SEO services don’t require technical skills or direct access to a client’s backend. You can perform audits, create reports, and deliver recommendations from the front end. The client or their developer can then implement technical changes. If you also have skills in web development or content writing, you can offer those services as add-ons, but they’re not required to start as an SEO consultant.
10. Do you offer a free SEO training course to get started?
Yes. We offer a free email course designed to introduce beginners to SEO fundamentals and help them start a side hustle or business. It’s a good way to learn the basics before committing to a paid program.
11. Any final tips for someone starting an SEO business?
Value your time and set a clear target hourly rate. Over time you’ll learn to identify clients who appreciate your expertise and compensate you fairly versus those who expect too much for too little pay. Focus on clients who respect your work, because satisfied clients lead to referrals and steady growth. Build relationships one client at a time and prioritize long-term value over short-term gains.
I hope you found this interview helpful. If you’re interested in learning SEO and starting your own SEO consulting business, consider experimenting with a free email course to get started.