Last updated on: January 4, 2024 at 4:33 pm

How To Write a SEO Proposal + Free Template Included

seo propsal

As a freelancer or agency, one of the most important aspects of your job is to create a proposal that outlines your plans and strategies for effective search engine optimization (SEO).

However, writing an SEO proposal can be a daunting task, especially if you’re not familiar with the industry’s terminology and best practices.

In this blog post, we’ll walk you through the essential elements of an SEO proposal and provide you with tips for writing an effective and professional document in English.

Whether you’re new to writing SEO proposals or looking to improve your existing ones, this guide will equip you with everything you need to know to impress your clients and win contracts.

Personalizing Your SEO Proposal

When it comes to writing an SEO proposal, personalization is key. You want your potential client to feel like you understand their business and their specific goals.

This means taking the time to research their industry and competitors, as well as their current website analytics. Use this information to tailor your proposal to their specific needs and goals. In addition, make sure to include your agency’s background and experience, as well as the specific goals and metrics you plan to track and achieve for their business.

A personalized, comprehensive SEO proposal shows that you are invested in their success and can help them achieve their goals through effective digital marketing strategies.

Start with a cover page:

The cover page should have a professional look and feel. Include the name of the client, the name of your company, the date of the proposal, and a catchy tagline if possible. A visual element like a logo or an image can add a nice touch.

Add a table of contents:

Just like in any book or magazine, the table of contents makes it easier for the client to navigate through your proposal. List out all sections and subsections in a clear and concise manner.

Executive Summary:

The executive summary should be a brief introduction that highlights the proposed strategy, deliverables, and expected results.

It is critical to ensure your client understands the proposal overview and what they should expect once the project commences.

An example of an executive summary opening paragraph could read:

“ABC agency recommends executing a comprehensive SEO strategy to enhance your online presence and visibility. Our objective is to increase organic traffic to your website, improve keyword rankings, and eventually, drive more quality leads to the site. The following proposal outlines our approach to achieving these desired results.”

Other examples:

1. Targeted Keyword Research:

Our team will conduct in-depth research on the most relevant and high-ranking keywords associated with your website’s industry, services, and target audience. We will also analyze your competitors’ keywords and strategies to identify any gaps and opportunities for improvement. This approach is essential for identifying the most effective tactics and strategies to attract potential customers and increase your website’s visibility.

2. Website Audit and Optimization:

Our experts will perform a comprehensive audit of your website to identify any technical or SEO-related issues that may be hindering its performance, such as slow loading times, broken links, duplicate content, and missing meta tags. We will then provide recommendations and implement fixes to optimize your website’s structure, design, and content, making it more user-friendly and search engine-friendly.

3. Content Marketing and Link Building:

Our agency will create and promote high-quality and relevant content that aligns with your brand and engages your target audience. We will also conduct outreach campaigns to attract backlinks from authoritative and relevant websites, which will not only improve your website’s domain authority and SEO rankings but also increase your online reputation and brand awareness.

Reasons why these examples are important:

These examples showcase the different tactics and strategies that an SEO agency will use to improve your website’s online presence and achieve your business goals.

It helps the client understand the various aspects of SEO that are involved in a successful SEO campaign and the importance of conducting research, analysis, and optimization for long-term results.

These examples also illustrate the value of a website audit and optimization, which is a critical step in any SEO campaign. By addressing technical issues and optimizing your website’s structure and content, it can improve your website’s functionality, enhance user experience, and increase your website’s visibility on search engines.

Finally, the examples demonstrate the significance of content marketing and link building, which are key elements in generating relevant traffic to your website.

By creating and promoting high-quality content and building backlinks from authoritative sources, you can boost your website’s visibility and authority on search engines, which can result in increased traffic, leads, and conversions.

Introduce your company:

In this section, you should provide a brief background about your company and how it’s qualified to offer SEO services. Highlight your experience, skills, and any accolades or awards you may have received.

Analyze the client’s current situation:

 Image Credit: Huffington Post

Before providing any SEO recommendations or strategies, it’s essential to analyze the client’s current situation. This analysis should include their website’s current SEO status, including a technical audit and a competitor analysis.

In addition to a technical audit and competitor analysis, it’s important to evaluate the client’s search engine rankings, traffic sources, keyword rankings, and audience demographics. This information can help identify strengths and weaknesses in their current SEO strategy and provide valuable insights into where improvements can be made.

For example, if a client is running an e-commerce website selling women’s clothing, the agency should evaluate the website’s technical SEO elements such as page speed, mobile friendliness, and URL structure. They should also conduct a comprehensive competitor analysis to identify the strengths and weaknesses of their competitors, including their link profiles and keyword targeting.

The agency should also review the client’s traffic sources to identify which channels are driving the most traffic and conversions. This can help identify areas for improvement or potential opportunities for growth, such as investing in paid advertising, improving social media presence, or targeting specific keywords.

Finally, evaluating the client’s audience demographics can provide valuable insights into who their target audience is and how they behave. The agency can use this information to create more targeted and effective SEO strategies, such as optimizing content for specific keywords or targeting specific geographic locations.

An example paragraph of a background information section is:

Having studied your website and target audience, we believe that an SEO strategy will be critical in enhancing your online search visibility. As one of the leading SEO agencies, we can provide comprehensive solutions aimed at improving your website’s search ranking, driving more traffic and ultimately leading to increased revenue.

Provide SEO recommendations and strategies:

After analyzing the client’s website, present your SEO recommendations and strategies. Be specific about what you suggest, the timeline, and the expected outcomes. Keep in mind the client’s goals, and tailor your recommendations accordingly.

There are several SEO recommendations and strategies that can be implemented to improve the client’s website:

  • Conduct keyword research to identify relevant keywords that will drive traffic to the website. Use keyword research tools, such as Google Keyword Planner, to identify high volume, low competition keywords.
  • Optimize the website’s content, meta tags, titles, and descriptions based on the targeted keywords. Ensure that the clients’ website is filled with high-quality, original, and relevant content that is keyword rich.
  • Optimize the website for mobile users. Mobile optimization includes improving the site’s page speed, loading time, and usability.
  • Conduct a thorough site audit to identify technical SEO issues on the website. Technical SEO involves analyzing the site’s structure, URL structure, redirects, indexing, and crawlability.
  • Develop a content strategy that entails creating and sharing valuable content that is targeted to the client’s audience. A content strategy can include creating blog posts, infographics, videos, podcasts, and more.
  • Build high-quality backlinks to the website. Backlinking involves getting other websites to link back to the client’s website. Backlinks help to boost the website’s visibility and authority.
  • Leverage social media platforms to increase website traffic and raise brand awareness. Use social media platforms such as Facebook, Twitter, LinkedIn, and Instagram to share valuable content and engage with potential clients.


Real examples:

Example 1: A client who runs a small online store selling handmade candles wants to increase their website’s visibility in Google search results. They are looking to see an increase in organic traffic to their website.

SEO Strategy:

Keyword research will be conducted to identify relevant keywords that the website can rank for. The website’s content will be optimized based on the identified keywords. Website design will be optimized so that it is mobile-friendly. Valuable content, including blog posts and videos, will be created and shared on social media platforms like Facebook and Instagram regularly.

Expected Outcome:

Increased search engine visibility and higher rates of organic traffic.

Example 2: A marketing agency wants to improve the search engine rankings of its website in a competitive market.

SEO Strategy:

An audit will be conducted to identify technical issues, including improvements to site structure, redirects, indexability, crawlability, and load speed. Content will be optimized based on targeted keywords, and the development of high-quality backlinks will be initiated. Social media platforms will be used to engage with potential clients, and partnerships with other relevant websites will be pursued.

Expected Outcome:

Improved website visibility, search engine rankings, and increased leads and conversions.

Scope of Work:

This section outlines the intended SEO services to be delivered to the client. It’s important to ensure that the scope of work is clearly defined, and the deliverables are concise, achievable, and have a measurable outcome. An example of a scope of work could be as follows:

Following a comprehensive audit, research, and analysis, we propose a three-month SEO service aimed at identifying and correcting on-page SEO issues. Our plan includes but is not limited to; keyword research, on-page optimization, content creation, link building, and off-page optimization. The main deliverables in this project will be a topline report and a monthly ranking report outlining keyword progress.

  • In-depth website analysis: An SEO agency would conduct a thorough analysis of their client’s website, looking for technical errors, broken links, and other issues that could negatively affect search engine rankings. This information is important for the client as it helps them identify issues and areas for improvement on their website, which will ultimately help improve their website’s visibility in search results.
  • Keyword research: Keyword research is an essential part of an SEO campaign, as it helps identify relevant keywords and phrases that potential customers may use to find their client’s products or services. An SEO agency would use advanced tools and techniques to conduct comprehensive keyword research and analysis, helping their client better understand the search landscape and target the right keywords for their business.
  • On-page optimization: On-page optimization refers to the process of optimizing individual web pages to make them more search engine friendly. An SEO agency would work with their client to optimize their website’s content, meta tags, headings, and other on-page elements, ensuring that each page is properly optimized for target keywords. This is important for the client as it helps improve the relevance and visibility of their website in search results.
  • Link building: Link building is a key component of off-page optimization, which involves building high-quality backlinks to the client’s website. An SEO agency would help their client identify relevant link-building opportunities, such as guest posting, influencer outreach, and directory submissions. This is important for the client as it helps improve the authority and credibility of their website, which can have a significant impact on search engine rankings.
  • Performance monitoring and reporting: An SEO agency would provide regular reports and updates on the performance of their client’s website, including keyword rankings, traffic, and other key metrics. This is important for the client as it helps them track the success of their SEO campaign and make informed decisions about future strategies and investments.

Timeline and milestones:

It’s crucial to provide a realistic timeframe and milestones for the project to ensure deadlines are met. A detailed timeline helps to build trust with clients as it shows the agency’s dedication to meeting deadlines as promised.

Clients need to know when they should expect deliverables, and it’s important that you specify what’s required from their end to make the project successful. An example of a milestones section is:

“We expect the project to last three months from the start date, and here’s how we plan to achieve this timeline:

  • Week 1-2: SEO audit and Research
  • Week 3-4: Development of the SEO Strategy and Keyword Research
  • Week 5-6: On-page and Technical SEO Optimization
  • Week 7-8: Content Creation and Link building
  • Week 9-10: Off-page Optimization
  • Week 11-12: Monthly Reports and Reporting on Results
  • Example 1: Competitor Analysis Report

Include case studies and references: 

To demonstrate the agency’s expertise and track record of success, the proposal should include case studies and references from previous clients. This information helps build trust and credibility with potential clients and demonstrates the agency’s ability to deliver results.

Example 1: Case Study on Increased Website Traffic

One example of a case study that would demonstrate the success of an SEO agency would be showcasing how they helped a website increase its traffic. This case study should include data on the amount of traffic before and after engaging with the agency’s services, as well as details about the strategies and tactics used to achieve the increase in traffic.

This case study is important because it directly demonstrates the value of the agency’s services. Increased traffic is a key metric in the world of SEO, and any agency that can demonstrate their ability to achieve such results will be viewed as a trustworthy and effective partner.

Example 2: Case Study on Improved Search Engine Rankings

Another case study that would be valuable for an SEO agency to include is one that shows how they helped a website improve its search engine rankings. This case study should again include data on rankings before and after the agency’s services were engaged, as well as a breakdown of the specific strategies and tactics that led to the improved rankings.

This case study is important because search engine rankings are a direct reflection of a website’s visibility and credibility. Being able to point to concrete examples of improved rankings is a powerful way to demonstrate the effectiveness of the agency’s services and build trust with potential clients.

Example 3: Client References

In addition to case studies, an SEO agency should also provide references from previous clients. These references should include contact information and details about the client’s experience working with the agency, including any notable successes or areas where the agency exceeded expectations.

Client references are important because they provide a third-party perspective on the agency’s abilities and approach. They also demonstrate that the agency has a history of happy clients, which is a key factor in building trust and credibility with potential clients.

Outline services and deliverables: 

The proposal should clearly outline the SEO services and deliverables that the agency will provide, such as keyword research, content optimization, link building, analytics tracking, and ongoing reporting. This information helps clients understand what they can expect from the agency and how their investment will be utilized.

1. Keyword Research:

Keyword research is the process of identifying the most relevant and frequently searched terms and phrases related to a client’s business, services or products. It helps in creating an effective SEO strategy by optimizing content and targeting the user’s search intent.

Providing detailed information on the keywords that will be targeted and how they relate to the client’s business will give clients an idea of what the agency will be focusing on throughout the project.

2. Content Optimization:

Content optimization involves optimizing website content, including blogs, landing pages, and product pages with keywords and relevant content. It is important to explain to clients that this process helps improve the website’s ranking and attracts a targeted audience.

3. Link Building:

Link building refers to the process of acquiring backlinks from other trustworthy websites that link back to a client’s site. It helps establish a site’s authority and signals to search engines that it is a reliable source of information.

Providing details on the types of links that will be acquired and the strategies used to acquire them is important, as it can help clients understand what methods the agency is using to improve their website’s ranking.

4. Analytics Tracking:

Analytics tracking is an essential part of SEO as it provides data on website traffic, user behavior, and conversions. It helps SEO agencies assess what is working and what needs improvement in their optimization strategies. Discussing to clients the metrics that will be tracked and how they will be used to make important decisions and improve the website is important in gaining the trust of clients.

5. Ongoing Reporting:

The ongoing reporting should include a checklist of deliverables such as rankings, organic traffic, backlinks, and recommendations. It is important to update clients on the progress being made and adjust the SEO strategy accordingly. Providing clients with regular updates demonstrates the agency’s transparency and commitment in delivering results. 

Example 1: Monthly Reporting

One example of a deliverable included in an SEO proposal is monthly reporting. Monthly reporting provides clients with a detailed breakdown of their website’s organic search performance, including keyword rankings, organic traffic, and conversion rates.

Monthly reporting is important because it helps clients understand whether the SEO strategy being implemented is effective or not. It also allows clients to track their progress over time, set benchmarks, and make data-driven decisions to improve their online visibility.

All of these elements together help lay out the SEO strategy and tactics involved in the project. Including them in the proposal is crucial as it provides clients with a clear idea of what they can expect from the agency, the methods used, and how the investment will be utilized.


Pricing is often one of the most critical factors for clients when deciding on an SEO agency. It’s essential to be transparent, detailed, and give a cost breakdown of each service offered.

Clients should be able to track the progress of their investment from the beginning of the project to the end. You should provide pricing tiers that align with the deliverables and the project’s expected timeline. Here’s an example of a pricing section:

Our price for the proposed SEO service is $3,000 per month for the next three months, making a total of $9,000. This budget includes a comprehensive site audit, keyword research, on-page and technical optimization, content creation, and link building. It also includes monthly reporting, a keyword progress report, and an end of project report. It’s important to note that pricing may vary depending on the project scope and deliverables.

Conclude with a call to action:

In your conclusion, reiterate the value of your SEO services and how they can help the client achieve their business goals. Include a call to action, such as scheduling a follow-up call or meeting to discuss your proposal further.

As we wrap up, we want to emphasize how our SEO services can be a game-changer for your business. By helping your website rank higher on search engines and drawing in more traffic, we can help you reach your target audience and increase your sales and revenue.

Imagine being on the first page of search engine results for your key products or services. This can mean the difference between a potential customer finding you or your competitors. Our team of experts can help you achieve this goal and make your business stand out online.

To take the next step, we invite you to schedule a follow-up call or meeting to discuss our proposal further. We would love to learn more about your business and how we can tailor our services to your unique needs. Let’s work together to take your online presence to the next level! 

Here are some real-life examples of call-to-actions that can be included in the SEO proposal conclusion:

  • “Want to learn more about how we can help improve your website’s search engine ranking? Schedule a call with our team today to discuss our proposal in more detail.”
  • “Don’t let your competitors dominate the search engine results pages. Contact us today to schedule a meeting and learn how we can help your business get ahead.”
  • “Are you ready to increase your website’s visibility and attract more potential customers? Reach out to us and let’s get started on this journey together.”


A well-written SEO proposal can be the difference between winning a client and losing one. It’s necessary to provide the client with a clear and concise plan tailored to their specific needs.

By following the sections outlined above, you can create a strong proposal that showcases your abilities and helps the client make informed decisions.

Remember, an adequately defined proposal provides transparency, aid in project management and delivers successful SEO campaigns that build trust and a long-term relationship between the agency and clients.

In conclusion, an SEO proposal is an essential tool for any agency looking to win new clients and build long-term relationships.

By conducting thorough research, defining clear goals and objectives, outlining services and deliverables, providing cost estimates and pricing options, and including case studies and references, agencies can craft compelling proposals that showcase their abilities and help clients make informed decisions.

SEO Proposal Template

Here is a sample of an SEO proposal template you can use:

[Your Company Logo]

[Your Company Name]

[Your Company Address]

[City, State ZIP Code]

[Phone Number]



[Client’s Name]

[Client’s Company Name]

[Client’s Address]

[City, State ZIP Code]

Dear [Client’s Name],

We are excited to submit our SEO proposal to [Client’s Company Name]. Our team at [Your Company Name] is dedicated to providing innovative and effective solutions for businesses looking to improve their online presence and increase their search engine rankings. We believe that our expertise in SEO can help [Client’s Company Name] achieve its goals and improve its overall online visibility.

The following proposal outlines the services we would provide for your company and the associated costs. We are confident that this proposal will meet your needs and exceed your expectations.

SEO Services

Our team of SEO experts will conduct an in-depth analysis of your website and its current search engine rankings. Based on our findings, we will develop a customized SEO strategy that is tailored to your company’s specific needs and goals.

Our SEO services include:

  • Keyword research and analysis
  • On-page optimization, including optimizing page titles, meta descriptions, and content
  • Off-page optimization, including link building and social media optimization
  • Content creation and optimization
  • Analytics and reporting to track progress and make adjustments as needed


Our team will provide the following deliverables as part of our SEO services:

  • A detailed analysis of your website’s current search engine rankings and traffic
  • A comprehensive SEO strategy tailored to your company’s goals and objectives
  • A detailed list of recommended on-page optimizations
  • A list of recommended off-page optimizations, including link building and social media optimization
  • A content strategy that includes recommendations for new content creation and optimization of existing content
  • Monthly progress reports that include detailed analytics and recommendations for ongoing improvements


Our SEO services are priced at [Insert Price]. This price includes all of the services outlined in this proposal, as well as ongoing support and adjustments to the SEO strategy as needed.

Our team works on a monthly retainer basis. We believe in full transparency, and our proposal will provide you with a detailed breakdown of costs per service. We also provide monthly reports to help you track our progress and ensure that you are getting the best results possible.


We estimate that our SEO services will take [Insert Timeline]. This timeline includes the initial analysis and strategy development, as well as ongoing implementation and reporting.

Call to Action:

If you are interested in working with us, please contact us via email or phone to discuss this proposal further. We are more than happy to answer any questions you may have and make any necessary adjustments to our proposal to meet your needs.

Thank you for considering [Your Company Name] for your SEO needs. We look forward to the opportunity to work with your company.


[Your Name]

[Your Company Name]


jay kang

An entrepreneur and SEO expert, is the driving force behind innovative platforms like, and more. Committed to empowering marketers, Jay continues to make a positive impact in the digital marketing space.

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