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.
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.
These are some situations that could arise from not setting boundaries before an SEO project starts:
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:
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.
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.
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.
Follow these steps and examples to create your scope of work:
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:
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.
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):
Keyword Research (Monthly):
On-Page Optimization (Ongoing):
Content Strategy (Monthly):
Link Building (Monthly):
Reporting (Monthly):
Define what the client needs to provide and what actions they need to take for the engagement to succeed.
Add that the:
Client Provides:
Client Implements:
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
Months 2-3: Optimization Phase
Months 4-6: Growth Phase
Months 6+: Scaling Phase
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:
What We DON'T Guarantee:
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:
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:
Reporting Adjustments:
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:
What Happens at Cancellation:
Here's how to customize our free SEO scope statement template to fit your agency's needs:
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.