An SEO contract is a written agreement between you and a client that says what work you will do, what it costs, what each side must provide and how to end it. The most important parts are a clear scope, the fees, a statement that you do not guarantee rankings, and a clean way to stop. Below is a free editable Word agreement in plain English, with twelve clauses explained.
This is a starting point, not legal advice. Contract law differs by country and state, so have a lawyer read any agreement before you use it with a real client.
It is written by the maker of SEOSage, an SEO audit app with branded client reports. We are not lawyers.
Download the free SEO contract template (Word) · Works in Word, Google Docs and Pages. No sign-up and no email form.
TL;DR
- Write the scope as a list, and say what is not included. Most disputes start with a scope that was never written down.
- State the fee, the invoice day, what the fee does not cover and a late-payment rule you will enforce.
- Never promise a ranking, a number of visitors or a result. Promise what you will do.
- Say what you need from the client (access, a decision-maker) and by when.
- Agree the length, the notice period and what happens when it ends.
- Have a lawyer in your country read it before you use it.
Why do you need an SEO contract? #
A contract protects both sides. The client knows what they are buying, what it costs and how to leave. You know what you are expected to do, when you will be paid and where the limits are. SEO makes this more important than most work, because results are slow, depend on many outside factors and are easy to argue about. A signed agreement turns an argument into a page to point at. It also goes naturally after the SEO proposal: the proposal sells, and the contract records what was agreed.
What are the twelve clauses of an SEO contract? #
| # | Clause | What it does |
|---|---|---|
| 1 | The parties | Names who is bound, with legal names and addresses |
| 2 | What we will do | The list of services, and what is not included |
| 3 | Reporting | When you report, what the report covers and when you meet |
| 4 | What we need from you | Access and a contact, with a deadline |
| 5 | Fees and payment | The amount, when you invoice, due dates and late payment |
| 6 | No guarantee of results | States that rankings and sales depend on factors outside your control |
| 7 | Length and ending | The minimum term, the notice period and the hand-over |
| 8 | Who owns the work | The client owns the content once paid, and you keep your methods |
| 9 | Confidentiality and data | How you handle private information and logins |
| 10 | Limits on responsibility | Caps what you could owe if something goes wrong |
| 11 | Changes | Changes only count if agreed in writing |
| 12 | The law that applies | Which country or state’s law and courts apply |
How do you write a clear scope? #
The scope is the most important clause. Write it as a list the client can tick, and add the things people often assume are included:
- Audit and report: a full site check and a written report. See how to write a website audit report.
- Fixes: which kinds of change you will make, and on how many pages.
- Content: how many pages or articles a month, who writes them and who approves them.
- Reporting: a monthly report and a call, and how often you meet.
- Not included: link building, paid advertising, design changes or anything else the client might expect. Write “not included” next to each.
Extra work should be agreed in writing, with a price, before you start it.
Why should you never guarantee rankings? #
Nobody outside a search engine controls rankings. Search engines change, competitors act and sites differ. A guarantee you cannot keep is the claim that most often ends an agency relationship, and in some places it can be treated as a misleading statement. Promise what you control: the work, the reporting, the response time. The clause in the template says that you will work with care and skill, but that you do not guarantee any ranking, number of visitors or sales.
What should the fees clause say? #
- The amount and the currency, and whether it is monthly or one time.
- When you invoice (for example, monthly in advance), and the due date.
- What is not included: taxes, third-party tools, advertising spend or extra work.
- A late-payment rule you are willing to enforce, such as pausing work after written notice.
For help choosing the amount and the structure, see how to sell SEO services and the SEO KPIs you can agree to report.
How long should the agreement run? #
Many SEO agreements start with a minimum of three or six months, because changes take time to show, and then continue month to month. Whatever you choose, write the notice period, what you hand over when it ends and that the client pays for work done up to the end date.
What is the checklist before you sign? #
- A lawyer in your country has read the clauses.
- The services list says what is not included.
- The fee, invoice day and late-payment rule are written down.
- There is no promise of a ranking or a result.
- Both sides know who gives access, and by when.
- The length, notice period and way to end are clear.
- Each side has a signed copy.
How does SEOSage help? #
SEOSage does not write contracts. It helps you put real numbers in the scope. A crawl before you sign shows how many pages need fixes, how many are hidden from Google and how many have no description, so the scope and the fee match the real work. It saves every crawl, so the first one becomes the baseline you report against, and it exports a branded PDF, PowerPoint, Excel or CSV report with your logo on every plan. Plans start at $9 a month, and the free trial lasts 14 days.
Common mistakes in SEO contracts #
- A vague scope. “SEO services” means different things to each side.
- Promising rankings. Never.
- No notice period. It leaves both sides stuck.
- No access deadline. The work cannot start without it.
- Copying a contract from another industry without changing the parts that do not fit.
- Not asking a lawyer. The limits clause in particular depends on where you work.
Summary #
An SEO contract should state a clear scope with exclusions, the fees and payment rules, what you need from the client, the length and the way to end it, and that you do not guarantee results. Use our free Word template as a starting point, and have a lawyer read it before you use it.
FAQ #
Do I need a contract for SEO work? #
It is strongly recommended. A written agreement avoids most disputes about scope, fees and results.
What should an SEO agreement include? #
The parties, the scope, reporting, what you need from the client, fees, a no-guarantee statement, length and ending, ownership, confidentiality, limits on responsibility, changes and the governing law.
Is this SEO contract template legal advice? #
No. It is a starting point. Have a lawyer in your country read it before you use it.
Should an SEO contract guarantee rankings? #
No. Guarantee the work and the reporting, not the result.
How long should an SEO contract be? #
Many start with a three- or six-month minimum and then continue month to month with a notice period.
Is there a free SEO agreement template? #
Yes, download ours in Word. It also opens in Google Docs and Pages.
Who owns the content you create for a client? #
Usually the client, once they have paid in full. Say so in the contract, and say what you keep.