Peter Da Vanzo shares a guide that looks at fundamental SEO pricing techniques, ideas and strategies to determine the rate to charge a client, and how not to undercut competitors to stay on top. Undercutting can get experts stuck in what Da Vanzo calls the "race to the bottom," an endless price-cutting war. Most of the suggestions are common sense, but putting them into action could take creative thinking. Da Vanzo believes experts must first know their clients' needs and their value. Don't turn the service into a commodity. And always have the best interest of the customer in mind.