SEO agreements
We advise SEO agencies, digital businesses and their clients on SEO agreements. We can draft, review and improve agreements covering search engine optimisation services, ongoing campaigns and related consultancy.
We also review template and AI-generated SEO agreements. While these can provide a useful starting point, they often require tailoring to reflect the services being provided and the commercial allocation of risk.
Why do SEO businesses need written agreements?
SEO services rarely produce guaranteed results. A well-drafted agreement helps define the services being provided, manage expectations and reduce the risk of disputes.
It should also ensure that marketing statements made before the contract are consistent with the legal agreement.
What should an SEO agreement cover?
The appropriate terms depend on the services provided, but common issues include:
- description of the SEO services
- customer responsibilities
- reporting obligations
- payment terms
- campaign duration
- termination rights
- limitations on guarantees
- changes to search engine algorithms
- liability limitations
- confidentiality
Can SEO providers guarantee Google rankings?
Generally, no. Search rankings depend on many factors outside the provider’s control, including search engine algorithms, competitors’ activities and changes to the customer’s own website.
SEO agreements should avoid unrealistic guarantees and clearly explain any assumptions or customer obligations.
What if the customer changes the website?
SEO campaigns often depend on technical and content changes remaining in place. Agreements should explain the customer’s responsibilities and the effect that unauthorised changes may have on campaign performance.
Are template or AI-generated SEO agreements sufficient?
Not always. SEO businesses operate in different ways and provide different services. Generic agreements may not properly address reporting, customer responsibilities, liability or changing search engine algorithms.
We can review and tailor template and AI-generated SEO agreements to reflect the actual services and commercial objectives.
Frequently asked questions about SEO agreements
Can an SEO provider guarantee first-page Google rankings?
Generally no. Search rankings depend on many factors outside the provider’s control. Agreements should avoid unrealistic guarantees.
Should an SEO agreement define the customer’s responsibilities?
Yes. Customer actions, including website changes and content decisions, can affect campaign performance and should be addressed in the agreement.
Can you review a template or AI-generated SEO agreement?
Yes. We can review and tailor SEO agreements so that they properly reflect the services being provided and the commercial risks.