Creating a Professional SEO Proposal, Quotation & Agreement

A strong SEO proposal is more than just a sales pitch—it’s a strategic document that aligns your services with the client’s business goals. Likewise, professional quotations and agreements ensure clarity, trust, and legal protection.

Below is a comprehensive breakdown to help you craft each of these essential documents.

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✅ 1. SEO Proposal: Strategic & Goal-Oriented

An SEO proposal should clearly demonstrate your understanding of the client’s challenges and present a customized, strategic plan that delivers measurable value.

Structure:

A. Cover Page

Include:

• Proposal title (e.g., “SEO Strategy Proposal for [Client Name]”)

• Your name/company name and logo

• Date

• Client’s name and contact information

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B. Executive Summary

Summarize:

• The client’s key SEO challenges (e.g., low organic visibility, traffic stagnation, poor keyword rankings)

• Your proposed solution and expected outcomes (e.g., increased traffic, improved lead generation, higher SERP positions)

Example:

“Our proposed SEO strategy aims to increase [Client’s Website] traffic by targeting high-intent keywords, optimizing technical structure, and executing a results-driven content plan.”

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C. Goals & Objectives

Clearly define what success looks like:

• Increase organic traffic by X%

• Rank in the top 10 for key industry terms

• Improve domain authority, engagement, or lead conversions

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D. Strategy Overview

Outline your recommended tactics:

• Keyword research & content optimization

• Technical SEO audits and fixes

• Link building and outreach

• Local or international SEO focus (as applicable)

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E. Timeline

Include an estimated project timeline with key phases:

• Month 1: Audit & research

• Months 2–3: Implementation

• Ongoing: Monitoring, content creation, reporting

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F. Investment (Pricing)

Briefly mention pricing tiers or packages. A detailed quotation will follow separately.

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G. Case Studies / Testimonials (Optional)

Provide 1–2 brief examples of results you’ve achieved for similar businesses.

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💰 2. SEO Quotation: Focused on Services & Costs

A quotation (or cost estimate) is more transactional—ideal when the client already understands what they need and just wants pricing.

Structure:

A. Header

Include:

• Your business name, logo, and contact details

• Quotation number and date

• Client’s name and contact details

• Subject (e.g., “SEO Services Quotation for [Client Name]”)

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B. Introduction (Optional)

A short, polite message:

“Thank you for considering our SEO services. Below is a detailed quotation based on your outlined requirements.”

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C. Scope of Work

List the services included in this quote:

• Keyword research & targeting

• On-page optimization (X pages)

• Technical audit

• Link building (X links/month)

• Monthly reporting

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D. Pricing Table

Provide a clear breakdown:

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E. Terms & Validity

Mention:

• Payment terms (e.g., 50% upfront, 50% after delivery)

• Validity period (e.g., “This quote is valid for 30 days”)

• Payment methods

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📄 3. SEO Agreement: Legal & Professional Protection

An SEO agreement (or contract) protects both parties and ensures clear expectations, timelines, and deliverables.

Structure:

A. Title

“SEO Services Agreement”

Include the agreement date and the full names of both parties.

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B. Introduction

“This Agreement is made between [Your Company Name], hereinafter referred to as the ‘Service Provider’, and [Client Name], hereinafter referred to as the ‘Client’.”

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C. Scope of Work

List all deliverables and services, such as:

• Technical SEO setup

• Content strategy and writing

• On-page optimization

• Backlink acquisition

• Reporting frequency

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D. Timeline & Duration

State:

• Start date

• Project duration (e.g., “Initial term of 6 months”)

• Review dates

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E. Payment Terms

Specify:

• Fees and due dates

• Late payment penalties (if applicable)

• Cancellation or termination clauses

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F. Confidentiality & IP Rights

Clarify:

• Data confidentiality

• Ownership of content, reports, and access credentials

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G. Dispute Resolution

Outline how disputes will be resolved (e.g., mediation, arbitration, jurisdiction).

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💡 Why SEO Pricing Isn’t Fixed

SEO is not a one-size-fits-all service. Several variables affect pricing: