SEO Services Contract Template — Rankings, Reporting & Realistic Expectations
Structure SEO engagements with clear deliverables, realistic timelines, and proper disclaimers about algorithm changes and ranking guarantees.
Contract Template
1. Parties & Agreement
Identifies the SEO provider and client entering into a search engine optimization services relationship.
This SEO Services Agreement ("Agreement") is entered into as of [DATE]:
SEO Provider: [YOUR NAME/COMPANY] ("Provider")
Client: [CLIENT NAME/COMPANY] ("Client")
This Agreement governs SEO services for Client's website: [URL]2. SEO Services & Scope
Specifies exact SEO services included: keyword research, on-page optimization, technical SEO, link building, and reporting.
Provider will provide the following SEO services: 1. Keyword Research: - Target keyword identification and analysis - Competitor keyword research - Search volume and difficulty analysis 2. On-Page Optimization: - Title tag and meta description optimization - Header tag optimization (H1, H2, H3) - Content optimization for target keywords - Image alt text optimization - Internal linking structure 3. Technical SEO: - Site speed optimization - Mobile responsiveness review - XML sitemap creation/submission - Robots.txt optimization 4. Link Building: - Outreach to [X] websites per month - Content creation for link acquisition - Directory submissions (quality directories only) 5. Reporting: Monthly SEO performance reports
3. Timeline & Expectations
Sets realistic expectations about SEO timelines and explains why results take time to appear.
SEO is an ongoing process that typically requires 3-6 months to show significant results Results appear gradually as search engines crawl, index, and evaluate website changes Initial improvements may be visible in [X] weeks, but substantial ranking improvements typically take [X] months Provider will begin work immediately upon contract signing and payment Ongoing optimization and monitoring will continue throughout the term of this Agreement
4. Fees & Payment
Establishes monthly retainer fee or project-based pricing with payment schedule and terms.
[OPTION A - Monthly Retainer]: Monthly SEO Fee: $[AMOUNT]/month Payment Due: 1st of each month Initial Setup Fee: $[AMOUNT] (one-time, due upon signing) [OPTION B - Project-Based]: Total SEO Project Fee: $[AMOUNT] Payment Schedule: [X]% upfront, [X]% monthly over [X] months Payment Terms: Net [X] days from invoice Late Payment: Services may be paused if payment is [X] days overdue
5. Reporting Requirements
Defines monthly reporting schedule, report contents, and communication expectations.
Provider will deliver monthly SEO reports by [DATE] each month Reports will include: - Keyword ranking changes (target keywords) - Organic traffic statistics (sessions, users, page views) - Backlink acquisition summary - Work completed during the month - Recommendations for next month Reports delivered via: [EMAIL / PORTAL / PDF] Client may request clarification on reports within [X] business days
6. Guarantees & Disclaimers
Provides realistic guarantees about work performed while disclaiming specific ranking promises that depend on factors outside provider control.
Provider guarantees: - Professional SEO work per industry best practices - Completion of all services described in Section 2 - Monthly reporting as specified Provider does NOT guarantee: - Specific ranking positions (rankings depend on many factors) - Specific traffic increases (results vary by industry and competition) - Results within specific timeframes (SEO is gradual) Search engine algorithms change frequently and are outside Provider's control Provider will adapt strategies as algorithms evolve, but cannot guarantee specific outcomes
7. Client Responsibilities
Lists client obligations including content provision, website access, and restrictions on actions that could harm SEO.
Client will provide: - Website access (FTP, CMS, hosting) - Google Analytics and Search Console access - Content for optimization when requested - Timely approval for recommended changes Client agrees NOT to: - Purchase spam links or engage in black-hat SEO - Make website changes without consulting Provider - Add duplicate or low-quality content - Remove or modify optimized content without notice Client actions that harm SEO are outside Provider's responsibility
8. Algorithm Changes & External Factors
Explicitly disclaims responsibility for ranking changes due to search engine algorithm updates or other external factors.
Search engine algorithms change frequently and are outside Provider's control Provider not responsible for ranking drops due to: - Google algorithm updates - Increased competition - Industry changes or market shifts - Changes to search engine policies Provider will monitor algorithm changes and adapt strategies accordingly If rankings drop due to algorithm changes, Provider will work to recover, but cannot guarantee specific results
9. Link Building Standards
Establishes quality standards for link building and prohibits practices that violate search engine guidelines.
Provider will only pursue high-quality, relevant backlinks Link building strategies: - Outreach to relevant websites - Content creation and promotion - Quality directory submissions - Partnership and collaboration opportunities Provider will NOT: - Purchase links (violates search engine guidelines) - Use link farms or spam directories - Engage in any black-hat SEO practices Link acquisition targets: [X] quality links per month (actual results may vary)
10. Term & Renewal
Defines initial contract term, automatic renewal provisions, and notice requirements for cancellation.
Initial Term: [X] months, beginning [START DATE] Renewal: Agreement auto-renews monthly unless either party provides [X] days written notice Early Termination: - Client may terminate with [X] days notice - Setup fee is non-refundable - Client pays for services rendered through termination date Provider may terminate for non-payment or material breach
11. Limitation of Liability
Limits provider liability to fees received and excludes indirect damages, while clarifying that SEO results cannot be guaranteed.
Provider's liability limited to total fees paid in the [X] months preceding any claim Provider not liable for indirect, consequential, or punitive damages Provider not liable for lost revenue, lost profits, or business interruption SEO results depend on many factors outside Provider's control No guarantee of specific rankings, traffic, or business results
12. Signatures
Executes the SEO services agreement with dated signatures from provider and client.
Both parties agree to the terms above. Provider: _________________ Date: _________ Client: _________________ Date: _________
Disclaimer: This template is provided for informational purposes only and does not constitute legal advice. We recommend having a qualified attorney review any contract before use to ensure it meets your specific needs and complies with applicable laws in your jurisdiction.
Pro Tips
- Never guarantee specific rankings—this violates Google guidelines and sets unrealistic expectations
- Emphasize that SEO takes 3-6 months—clients need to understand this is a long-term investment
- Be clear about what you can and cannot control (algorithm changes, competition, etc.)
- Document all work performed—detailed reporting protects you and demonstrates value
- Require client approval before they make website changes that could affect SEO
- Focus guarantees on work performed, not outcomes you cannot control
Key Features of This Contract
Algorithm Change Disclaimer
Explicitly states that SEO results depend on search engine algorithms that change frequently and are outside provider control. Protects SEO providers from liability when Google updates algorithms and rankings drop despite proper work. Sets realistic expectations that SEO is an ongoing process requiring adaptation, not a one-time fix with guaranteed permanent results.
Realistic Timeline Expectations
Documents that SEO typically requires 3-6 months to show significant results, with gradual improvements over time rather than immediate ranking jumps. Prevents clients from expecting instant results and canceling contracts prematurely. Includes explanation of why SEO takes time (crawling, indexing, trust building) to educate clients and set proper expectations.
Guarantee Compliance with Search Engine Policies
Carefully worded guarantees focus on work performed (keyword research, on-page optimization, link building) rather than ranking promises that could violate Google guidelines. Guarantees may include "improvement in organic visibility" or "increased organic traffic" rather than specific ranking positions. Protects providers from both client disputes and potential Google penalties.
Client Action Penalty Protection
Excludes provider liability for ranking drops caused by client actions like adding spam content, buying links, or making technical changes without consultation. Requires client approval for all website changes that could affect SEO. Protects providers from being blamed when clients take actions that harm their own rankings.
Reporting & Transparency Requirements
Defines required monthly reports showing keyword rankings, traffic changes, backlink acquisition, and work completed. Establishes reporting schedule and format expectations. Regular reporting demonstrates value and helps identify issues early, while also creating documentation of work performed for client satisfaction and dispute resolution.
Link Building Activity Documentation
Specifies link building strategies (outreach, content, partnerships), quality standards (no spam, no paid links that violate guidelines), and acquisition targets. Documents that link building is time-consuming and results vary. Protects providers from clients expecting unrealistic numbers of high-quality links quickly.
Frequently Asked Questions
Can I guarantee first-page rankings?
No. Guaranteeing specific rankings violates Google guidelines and is unrealistic. Focus on guarantees about work performed (keyword research, optimization, link building) rather than ranking outcomes. You can discuss expected improvements, but not guarantee specific positions.
How long until clients see SEO results?
Typically 3-6 months for significant improvements. Initial changes may appear sooner, but substantial ranking improvements take time as search engines crawl, index, and evaluate your work. Set this expectation clearly upfront.
What if Google updates their algorithm and rankings drop?
Your contract should explicitly state that algorithm changes are outside your control. You can commit to adapting strategies, but cannot guarantee recovery or specific results. This is a standard risk in SEO that clients must understand.
Should I include link building in my SEO contract?
Yes, but be realistic about targets. High-quality link building is time-consuming and results vary. Specify strategies you'll use and approximate targets, but don't guarantee specific numbers of links.
What happens if the client buys spam links while I'm working with them?
Your contract should explicitly exclude liability for client actions that harm SEO. Require client approval for website changes and prohibit them from engaging in black-hat practices. Document these restrictions clearly.
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