Free SEO Scope of Work Template

Your client approved SEO services three months ago. Now they're upset their rankings haven't improved, even though you told them SEO takes 4-6 months to show results. 

Or they expect you to write 50 blog posts, build backlinks, and redesign their site structure when you only quoted for keyword research and on-page optimization. 

This happens because you didn't set boundaries on what the project entails from the start. A scope of work prevents these disconnects.

What is an SEO Scope of Work?

An SEO scope of work defines which SEO services you're providing, the client's responsibility, what KPIs you're tracking, and when results should appear.

It separates strategy work (audits, keyword research, recommendations) from execution (writing content, building links, technical fixes). It shows whether you're doing the work or providing the roadmap. It also specifies how many keywords you're tracking, how often you report, and what timeline is realistic for ranking improvements.

SEO projects fail because clients don't understand that rankings take time. They also don't understand that SEO needs ongoing work, and you can't fix everything at once. 

A scope of work tells them these details, so there's no argument mid project. 

Other Reasons Why SEO Projects Need a Scope of Work Statement.

These are some situations that could arise from not setting boundaries before an SEO project starts: 

1. Clients Expect Instant Rankings

SEO takes time, but your client may not know that, especially when you don't tell them. Google needs to crawl your changes, index new content, and evaluate your site against competitors who've been optimizing for years. And it's even tougher with AI Overviews and LLMs. 

Your scope of work sets realistic timelines like this: 

• Month 1-2: Technical audit, keyword research, content strategy development. 
• Month 3-4: Content creation and on-page optimization. 
• Month 5-6: Link building campaigns. 
• Expected results: Ranking improvements for target keywords visible in months 4-6. Traffic increases measurably by month 6.

When clients complain about slow progress in month two, you can show them the documented timeline.

Better yet, you can use an all in one project management tool, like ManyRequests to document and share your entire SEO timeline to your clients in a branded client portal. 

You can create a project for each client, break work into tasks by month, and assign timelines, so clients see what's happening, when, and what’s next without asking for updates everyday. 

Learn how to use ManyRequests for your SEO agency.

2. Blurred Lines Between Strategy and Execution

A scope of work defines the services you offer. SEO agencies offer different service models. Some provide strategy and roadmaps. Others do full execution. Many offer hybrid approaches. 

If you don't clarify which it is you do, your client may assume you're handling everything. 

Your scope of work also separates your role from the client’s. For example: 

SEO agency provides: technical audits, monthly keyword research, content briefs with target keywords and structure. 

Client provides: developer to implement technical fixes, content writers to produce articles, designers to optimize images.

Or if you're doing execution: 

SEO agency provides: technical implementation (coordinating with client's developer), content writing (4 articles per month), link building outreach. 

Client provides: developer access to implement changes, approval of content before publication, brand assets for content creation.

3. Unrealistic Expectations About Guarantees

Client wants guaranteed page one rankings, but you know SEO success is more than ranking for keywords. You have to fight against Google’s algorithm and beat competitors who are trying hard to also beat you. 

Your scope of work sets realistic expectations, like this: 

SEO is a long-term strategy. We will optimize for target keywords based on current best practices, but cannot guarantee specific rankings due to algorithm changes, competitor activity, and factors outside our control. 

Success metrics: Increased organic traffic (70% growth over 6 months), improved keyword rankings (target: 50% of keywords in top 10 positions), and enhanced domain authority.

Define what success looks like without making impossible promises.

Creating Your SEO Scope of Work

Follow these steps and examples to create your scope of work:

1. Add your SEO services 

Start with which SEO services you're providing and the service model. 

This summary tells clients what type of SEO work you're doing and what areas of their site you're focusing on.

Here's an example: 

Service Model: "Providing comprehensive SEO strategy and execution for [client website]. Services include technical SEO implementation, content optimization, and link building campaigns."

Target Focus:

• Primary keywords: 15 commercial intent keywords
• Secondary keywords: 25 informational keywords
• Geographic focus: National (or specify: Austin, TX metro area)
• Content focus: Blog articles, service pages, product pages

Be specific about what you're optimizing. Avoid writing vague descriptions like SEO services. If you're working on On-page optimization for 20 service pages and 8 blog posts per month, state it clearly.

2. Include the deliverables your client will receive. 

Break down exactly what work you're doing in each SEO category.

It prevents your clients from assuming "SEO" means you're handling everything from content writing to web development. 

List what's included and explicitly state what's not included to avoid scope creep like this: 

Technical SEO (Month 1, then quarterly reviews):

• Comprehensive site audit (crawl errors, indexing issues, site architecture)
• XML sitemap optimization
• Robots.txt configuration
• Schema markup implementation (Organization, Product, FAQ, Article)
• Page speed recommendations
• Mobile usability audit
• NOT included: Site speed implementation (requires developer), site migration, international SEO setup

Keyword Research (Monthly):

• Competitor keyword analysis
• Search intent mapping
• Keyword difficulty assessment
• Monthly keyword opportunities report (10 new keywords)
• NOT included: Keyword research for paid search campaigns

On-Page Optimization (Ongoing):

• Title tag and meta description optimization (5 pages per month)
• Header tag structure (H1-H3 optimization)
• Internal linking strategy and implementation
• Image alt text optimization
• URL structure recommendations
• NOT included: Content writing, page redesign, UX improvements

Content Strategy (Monthly):

• Content brief creation (4 briefs per month with target keywords, structure, competitor analysis)
• Content performance analysis
• Content gap identification
• NOT included: Content writing, editing, graphic design, video production

Link Building (Monthly):

• 5 high-quality backlink acquisitions per month
• Broken link building outreach
• Competitor backlink analysis
• Monthly link profile monitoring
• NOT included: Paid links, link exchanges, PBN links, mass directory submissions

Reporting (Monthly):

• Keyword ranking report (top 50 positions)
• Organic traffic analysis
• Backlink profile updates
• Technical SEO health check
• Recommendations for next month

3. State the client's responsibilities.

Define what the client needs to provide and what actions they need to take for the engagement to succeed.

Add that the: 

Client Provides:

• Website access (CMS, Google Search Console, Google Analytics).
• Timely approval of recommendations (within 5 business days).
• Developer resources to implement technical changes.
• Content creation (if not included in scope) or approval of outsourced content.
• Brand guidelines and style preferences.
• Product/service information for content briefs.

Client Implements:

• Technical fixes recommended in audits (or coordinates with developer).
• Content publication based on our briefs and recommendations.
• Internal stakeholder approvals for major site changes.

4. Add the project timeline and milestones.

Set realistic expectations for when work happens and when results appear. Break the engagement into phases to help your client understand the progression from foundational work to visible results.

Here's an example you’ll find in the template: 

Month 1: Foundation

• Technical SEO audit completed
• Initial keyword research delivered
• Google Search Console and Analytics setup/verification
• First 5 pages optimized
• Deliverable: Comprehensive SEO roadmap

Months 2-3: Optimization Phase

• On-page optimization (5 pages per month)
• Content brief delivery (4 per month)
• Initial link building campaigns launched
• Monthly reporting begins
• Expected: Indexing improvements, technical errors resolved

Months 4-6: Growth Phase

• Continued on-page optimization
• Link acquisition acceleration
• Content performance optimization
• Expected: Keyword ranking improvements (target keywords entering top 20)

Months 6+: Scaling Phase

• Ongoing optimization and link building
• Content expansion based on performance data
• Competitive gap analysis
• Expected: Measurable traffic growth (20-30% increase), target keywords in top 10

5. Include key performance indicators and  success metrics.

Define how you'll measure success and what you're tracking. 

This section also clarifies what you can't guarantee, which protects you from clients who expect #1 rankings in 30 days.

Key Performance Indicators:

• Organic traffic: 60% increase over 6 months.
• Target keyword rankings: 50% of keywords in top 10 by month 6.
• Domain authority: Increase from [current] to [target].
• Quality backlinks: 30+ acquired over 6 months.
• Technical SEO score: Maintain 90+ (via site audit tools).

What We DON'T Guarantee:

• Specific ranking positions (#1, #2, etc.) for every content.
• Exact traffic numbers.
• Conversion rate improvements (without CRO services).
• Rankings for keywords not in the agreed target list.
• Immunity from Google algorithm updates.

6. Include Out of Scope

List everything that sounds like SEO but isn't included in this engagement. 

Clients often confuse SEO with general digital marketing. This section prevents "while you're at it" requests for services you never quoted.

For instance, add that: 

This SEO engagement does NOT include:

• Paid search (Google Ads, PPC management)
• Social media marketing or management
• Content writing or graphic design (available as add-on)
• Website development or redesign
• E-commerce platform optimization
• Local SEO or Google Business Profile management
• International SEO or multilingual optimization
• Conversion rate optimization
• Email marketing
• Brand reputation management

7. Mention your revision and optimization policy

SEO strategies need adjustments based on performance data, but major scope changes should trigger contract reviews. 

Define what adjustments are included versus what requires additional discussion, like:

Strategy Revisions:

• Monthly strategy adjustments based on performance data included
• Quarterly comprehensive strategy reviews included
• Major pivot requests (changing target keywords, geographic focus): Requires scope review

Reporting Adjustments:

• Standard monthly report format included
• Custom reporting requests: $200 per custom report
• Additional keyword tracking beyond agreed list: $5 per keyword per month

8. Add contract terms.

Specify the engagement structure, payment terms, and what happens if either party wants to end the relationship. This protects both you and the client from misunderstandings about commitment length and transition procedures.

So clearly specify the: 

• Engagement Type: Month-to-month retainer (or specify: 6-month minimum commitment)
• Monthly Retainer: $____
• Payment Terms: Due on the 1st of each month. Services pause if payment is 10+ days late.
• Cancellation: 30 days written notice required. Final month includes transition documentation and knowledge transfer.

What Happens at Cancellation:

• Final performance report delivered.
• Documentation of all work completed.
• Recommendations for continuation handed off.
• Access to tools/platforms revoked after the final month.

How To Use Our SEO Scope Statement Template

Here's how to customize our free SEO scope statement template to fit your agency's needs:

• Download the template from our website.
• Edit the text to add your business name and logo. 
• Fill in all highlighted spaces and italicized words with your information 
• Add the specific services you'll offer your client
• Review it with your team members

Conclusion

It's important to document the exact services you’re providing, down to the minor details, in your scope of work services. The littlest things can cause dispute between you and your client, and a written document can help clarify things. 

ManyRequests helps you manage this from one place. You can build scoped service packages, assign tasks to your team members, set deadlines, and share everything inside a branded client portal your clients can access 24/7. If this sounds useful to you, ManyRequests provides a 14-days free trial (no credit card required) to help you test the system out free of charge. 

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