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Monday Brief · 24 Aug 2026
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On 13 July, Avinash Kaushik told buyers that work already listed in the agency SOW should drop 25% to 75% in fees. Search Engine Journal ran it on 17 July. That is how it hit every SEO and PPC inbox.
Do not take that cut off a working retainer. Split the SOW: lean base, project fees, a profit kicker. Those shares are of the new smaller total, not last year’s retainer.