SEO Proposal

Prepared for: [Client name / company] Prepared by: [Your name / agency] Date: [Date] Proposal valid until: [Date + 30 days]

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1. Executive summary

[In 2-3 sentences: where the site's organic visibility stands today, the biggest opportunity you found, and the realistic outcome over the proposed term. Avoid promising specific rankings.]

2. Current state & audit findings

[Summarise what you found. Be specific — name pages, metrics, and issues so the client sees you actually reviewed the site.]

• Technical: [e.g., crawl errors, slow Core Web Vitals, indexation gaps, missing sitemap]
• On-page: [e.g., duplicate title tags, thin content on key pages, weak internal linking]
• Content: [e.g., no coverage of high-intent topics competitors rank for]
• Off-page: [e.g., backlink profile weaker than top competitors, few referring domains]
• Competitor snapshot: [Who is winning the target queries today and roughly why]

3. Goals & target queries

[State the business goal first, then the search themes that serve it. Group by intent.]

Theme	Intent	Example queries	Why it matters
[Theme 1]	[Commercial]	[query, query]	[Drives qualified leads / sales]
[Theme 2]	[Informational]	[query, query]	[Builds topical authority + top-of-funnel reach]
[Theme 3]	[Local / branded]	[query, query]	[Captures ready-to-buy demand]

Success metrics: [e.g., qualified organic sessions, organic-sourced leads, conversions — not rankings alone.]

4. Scope of work by workstream

Technical SEO

• [e.g., fix crawl/indexation errors, improve Core Web Vitals, add structured data, manage redirects]

On-page SEO

• [e.g., optimise titles/meta/headings on priority pages, restructure internal links, align content to intent]

Content

• [e.g., produce N new pages/month targeting the themes above, refresh M existing underperforming pages]

Off-page / link building

• [e.g., digital PR outreach, partnership links, earning links via flagship content — ethical methods only]

5. 6-month roadmap

Month	Focus	Key deliverables
1	Foundations	[Technical fixes, tracking setup, keyword map]
2	On-page + first content	[Priority page optimisation, first published pages]
3	Content + links	[More content, outreach begins]
4	Scale content	[Continued publishing, internal-link build-out]
5	Authority	[Link earning, refresh underperformers]
6	Review & plan	[Performance review, next-term plan]

6. Pricing & retainer

Item	Detail	Monthly
[Retainer]	[Workstreams included]	[$]
[Add-on]	[e.g., extra content units]	[$]
Total		[$/month]

Term: [e.g., 6-month minimum, then month-to-month with 30 days' notice.] Payment terms: [e.g., invoiced monthly in advance, due within 14 days.] Not included: [e.g., paid ads spend, third-party tool licences, translation.]

7. Reporting & expectations

• Cadence: [e.g., monthly report + a quarterly strategy call.]
• Metrics reported: [Organic sessions, indexed pages, technical health, keyword movement, conversions.]
• Time to results: [Be honest — meaningful movement typically takes 3-6 months and compounds over time. No reputable provider can guarantee a specific ranking position.]

8. Assumptions & responsibilities

• [Client provides timely access to CMS, analytics, and Search Console.]
• [Client reviews and approves content within N business days.]
• [Who is responsible for publishing changes — you or the client's dev team.]

9. Next steps

[One clear action. e.g., "To begin, sign below or reply to this email and we'll send the first invoice and book your onboarding session."]

Accepted by: ______________________ Date: ____________