On page work is the part of search optimisation done on your own pages: titles, headings, structure, internal links, content quality and the technical details of how a page is presented. Quotes for it vary enormously, and most of the variation comes from one question that quotes rarely answer clearly, which is whether the supplier makes the changes or hands you a list.
Recommending and implementing are different products
An audit that produces a prioritised list is a document. Implementation is a project whose schedule depends on access to your site and on your developer's queue. The first is cheaper and frequently sits unread. When comparing quotes, establish which you are buying, because that difference explains most of the price gap.
What is genuinely included
Titles and descriptions, heading structure, internal linking, the substance of the page content, structured data where it applies, image handling and page speed factors that sit in the page rather than the server. Some suppliers include content rewriting and some treat every word as an extra, which is the second largest source of quote variation.
Scope is per page, so the count drives the price
On page work scales with the number of pages, and most sites do not need every page touched. A sensible scope starts with the pages that can actually rank and convert, which is usually a fraction of the site. A quote covering the whole site by default is often selling volume rather than judgement.
How to compare two quotes
Ask each for the number of pages, whether changes are implemented or recommended, whether content is rewritten or only adjusted, who publishes, and what happens when your developer is slow. With those five answers the quotes become comparable, and often the cheaper one turns out to be a document.
Questions people ask about on page seo price
Is on page work a one off or ongoing?
The initial pass is a project. After that it is periodic, because content ages, competitors change and new pages need the same treatment. Treating it as permanently ongoing on a static site is where retainers stop earning their fee.
Can I do on page work myself?
Much of it, with guidance, if you can edit your site. The judgement about which pages matter and what each should target is the part worth paying for, and implementation is often the cheapest part to do in house.
Does on page work still matter?
Yes. Search engines' own guidance is explicit that clear, helpful, well structured content aimed at people is the foundation. It is necessary rather than sufficient, and skipping it makes everything else work harder.
How is on page work priced?
Per page, per project or inside a retainer. Per page is the most comparable across suppliers, and it makes the scope conversation concrete rather than abstract.