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.


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


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.”


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


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)


E. Timeline

Include an estimated project timeline with key phases:

  • Month 1: Audit & research

  • Months 2–3: Implementation

  • Ongoing: Monitoring, content creation, reporting


F. Investment (Pricing)

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


G. Case Studies / Testimonials (Optional)

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


💰 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]”)


B. Introduction (Optional)

A short, polite message:

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


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


D. Pricing Table

Provide a clear breakdown:

Service Description Cost
Technical SEO Audit Full technical scan and fixes $XXX
Monthly SEO (12-month plan) On-page, content, and backlinks $XXX/month
One-Time Setup Fee (if any) Website onboarding & setup $XXX

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


📄 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.


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’.”


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


D. Timeline & Duration

State:

  • Start date

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

  • Review dates


E. Payment Terms

Specify:

  • Fees and due dates

  • Late payment penalties (if applicable)

  • Cancellation or termination clauses


F. Confidentiality & IP Rights

Clarify:

  • Data confidentiality

  • Ownership of content, reports, and access credentials


G. Dispute Resolution

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


💡 Why SEO Pricing Isn’t Fixed

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

Factor Impact on Price
Industry Competitiveness High competition = more resources
Scope of Work More services = higher cost
Website Health Poor structure = more time needed
Expertise Level Experts charge more for faster, better results
Local vs Global SEO Global SEO requires more content and strategy
Reporting & KPIs Custom reports = more time invested

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