SEO Service Contract – Learn to write it.



If you are a SEO company/consultant then it is important that you safeguard your interest by entering into a legally binding agreement (also known as contract) with your client. Following are some important tips to consider when you and your lawyer sit to write a contract:

1. Details of the parties entering into a contract. Start your contract by specifying details of the parties entering into the contract. Like who is hiring you, what you are being hired to do, when you are hired and for how long.


2. Definitions Define the SEO terms/jargons which you are going to use in the contract. Like what do you mean by SEO, link building, keywords, keyword research, website usability, user engagement etc. The goal is to develop a contract in a language that is mutually understood by all the parties entering into a contract and which minimizes erroneous beliefs. This can help you later in court, if the client claims to make the contract ‘by mistake’.


3. Specific Duties Specify all the services to be performed by you in great details and in plain language. For e.g. services to be performed: website Audit, Keyword Research, on-page optimization, link building, SEO analysis, copy writing, PPC management, consulting and educating the client etc.


4. Payment Terms Cleary specify your payment terms like total fees for the project, your hourly rates, advanced fees, modes of payment, currency accepted. Make sure that your client agrees to reimburse to you any incidental cost related to SEO services like long distance telephone calls, shipping, postage, courier and travel.


5. Pricing Structure The contract should clearly specify the pricing structure. Generally pricing structure is based on hourly rate but sometime it is also based on performance. If you are going to charge on hourly basis then you should specify the estimated number of hours required to complete each task specified in the contract. Since you have done the time estimation, you must be ready to go beyond the agreed man hours to complete a task/project without charging anything extra in case of a delay from your end. Never spend on your client’s behalf (like paid directory submissions, link buying etc) without first getting an approval in writing. Your client may refuse to pay you later for added expenses. Avoid performance based pricing.


Don’t even mention it unless and until your client is hell-bent on it. Everyone has different way of evaluating performance. You may think that you are performing well. But you may not be performing at all in your client’s eye. So even when you go for performance based pricing clearly define in the contract what performance means and how it is measured. You can measure performance by targeted traffic and rankings in SERPs. Include ROI, Sales, leads or conversions as a performance measuring metrics at your own risk. I won’t suggest you as these metrics are beyond the control of SEO. Many people/businesses think that, in performance based pricing you need to pay only when there is some performance. So make sure that you clearly specify some fixed fees also. And get ready to include lot of exclusions clauses as traffic and rankings depend not only on SEO but also on myriad of other factors like algorithm update, change in visitor’s trend etc.


6. Advance Payment Always charge some fees upfront. I have got few proposals in the past in which client asked me to first bring the website in top 10 for targeted keywords and then only he will pay me. I refused straightaway.


7. Refunds Do meticulous efforts, time and cost estimations before you offer any sort of refund in lieu of not getting guaranteed rankings/desired results within the time frame. Time required to complete a project depends upon the current rankings and can vary from competition to competition. For some keyword you may need only few weeks to get the desired rankings, for some you may need a year or two. Regarding fees, I prefer to keep it non-refundable.


8. Discounts to client You can give a discount to your client if he is ready to link back to your site from the home page or refer you to some other business. It can be a good way of getting link popularity and visibility for your business.


9. Project Timelines Clearly specify the estimated time required to complete the whole project in number of hours. How many hours per week you will work on the client’s project and the completion date of the project.


10. Assignment of Specific Rights For the purposes of receiving SEO services your client must agree to assign you specific rights like: backend/administrative access to the website and traffic statistics; authorization to the use of all client’s logos, trademarks, Web site images, content etc for carrying out SEO services etc. This can protect you in case of copyright infringement lawsuit.


11. Non-Disclosure of Information Here you will have your non-disclosure clause. Your client should not disclose any document, fees, services, recommendations, consultations, reports, e-mails etc sent by you for the purpose of reporting, recommending or educating him.


12. Disclaimer Disclaimer or exclusion clause is a must have in your contract to delimit the scope of your obligations and to save yourself from possible law suit or damages caused to your client’s business by your SEO activity. Make no guarantee/warranty of project timelines or added expenses (like charging added fees etc) if your SEO work is destroyed/overwritten either wholly or in parts. Similarly make no guarantee/warranty of project timelines or added expenses if the client fails to resolve your queries on time or make delays in providing required access, documents, permissions or any support for Search Engine Optimization purpose or fail to make necessary changes on the website as and when advised.


13. Penalty Clause What will be the damages that must be paid by either party in case of breach of contract? If you don’t clearly specify the penalty/detriments, then what is the point of contracting? In case it is proven that damages are caused by you, then what will be the refund and amount of compensation you are willing to pay should be mutually agreed upon in advance in writing. If you don’t do that, then you will have to go to court and then the court will decide the amount due.


Tip for In-house SEOs There are many companies which deliberately specify huge penalties in a contract just to threaten their innocent employees to do the contract at any cost. Oh yes, this has happened to me several times. But you don’t need to worry anymore. If the amount specified in the contract is not a genuine estimate of the value of loss, then the court will decide the real value of the loss that must be paid. In other words penalty/detriments can be challenged. So if a company ask you to sign a contract with huge detriments like say $100k, it doesn’t always mean that u need to pay that much amount if u break the contract. You need to pay only the real value of the loss. Consult your lawyer before you sign away your soul.


14. Revocability It means when the contract comes to an end. This is also known as the termination clause. You must have termination clause in your contract. Your contract terminates when: everything specified in the contract has been done, when there is a breach of contract, when all the parties involved mutually agree to end the contract or when it becomes impossible to carry out the obligations specified in the contract (like due to man made or natural calamities or you passed away).


15. Governing law and Jurisdiction Clearly specify the governing law and place of jurisdiction in case of any dispute arising out of the contract. Governing law means which country’s rule of interpretation and legal remedies apply. Jurisdiction means the place where your dispute will be heard. Get a mutual agreement on place of jurisdiction also. In case of cross border contract this mutual agreement is much more important. You can’t always force the other party to use the court of a country other than his home country. If you sign a contract with an Indian party, then please note that even if the contract specifies a jurisdiction which is not in India, Indian courts can still exercise Jurisdiction. In other words I can’t be forced to travel across earth to fight a law suit in a place say LA. In case of international contracts your local lawyer may be of little help. Often local laws supersede foreign laws in favor of the local party esp. if it is not in a dominating position. So hire a lawyer who is expert in International contracts.


16. No-conflicting Obligations Make sure that both parties represent and warrants to each other that they have no interest or obligation which is inconsistent with or in conflict with the agreement.


17. Making Changes in your contract or Client’s contract Just like you carry a contract with you, your client may also be carrying his own contract. You as an SEO can ask for making certain changes in your client’s contract (and vice versa) if you think that certain terms are unfair or indemnify you in an unfair way. Clauses can be amended, a contract can be changed. Remember just like SEO fees, you can’t have one contract fit for all. You have to make changes in it according to your client.


18. Contract Signed by only one party Make sure that contract is signed by all the parties. Not by just your client but by you also. I have seen lot contracts which are meant to be signed only by one party. A contract doesn’t become void, if both parties don’t sign it. However it is considered as a good legal practice, that once you mail your signed contract, asks the other party to sign it and return the copy with both signatures.


19. Page Numbering Make sure all the pages of the contract should be numbered like this: ‘Page 1 of 5’, ‘page 2 of 5’. This clearly shows that there are five pages in the contract and assures that pages can’t be removed or added after the contract has been made.


20. Write your contract in plain English. You don’t need to use every possible legal jargon in your contract. In fact avoid them wherever possible. Sign your contract with black ink as contracts are often scanned and photocopied and blue ink often disappeared in parts. Just like SEO fees, there is no ‘one fit for all’ contract. So before you copy paste someone’s else contract and don’t customize it, keep this thing in mind, whatever you specify in the contract can be used against you and then you later cannot cry to the court, that you didn’t mean it or u didn’t read it. And yes proofread your contract several times.


Well congratulations, just like me now you have the working knowledge of the contract laws. Now you know what you have to look at and what you have to ask your lawyer. DISCLAIMER: I am not a lawyer and I make no guarantee/warranty of accuracy, completeness, legality or timeliness of the information provided in this article. The article should not be considered as a substitute for legal advice. Use your own discretion.



Do you know the difference between Web Analytics and Google Analytics?

99.99% of course creators themselves don’t know the difference between Web analytics, Google Analytics (GA) and Google Tag Manager (GTM).

So they are teaching GA and GTM in the name of teaching Web analytics.

They just copy each other. Monkey see, monkey do.

But Web analytics is not about GA, GTM.

It is about analyzing and interpreting data, setting up goals, strategies and KPIs.

It’s about creating strategic roadmap for your business.

Web Analytics is the core skill. Google Analytics is just a tool used to implement ‘Web Analytics’.

You can also implement ‘Web analytics’ via other tools like ‘adobe analytics’, ‘kissmetrics’ etc.

Using Google Analytics without the good understanding of ‘Web analytics’ is like driving around in a car, in a big city without understanding the traffic rules and road signs.

You are either likely to end up somewhere other than your destination or you get involved in an accident.

You learn data analysis and interpretation from Web analytics and not from Google Analytics.

The direction in which your analysis will move, will determine the direction in which your marketing campaigns and eventually your company will move to get the highest possible return on investment.

You get that direction from ‘Web analytics’ and not from ‘Google Analytics’.

You learn to set up KPIs, strategies and measurement framework for your business from ‘Web analytics’ and not from ‘Google Analytics’.

So if you are taking a course only on 'Google Analytics’, you are learning to use one of the tools of ‘Web analytics’. You are not learning the ‘Web analytics’ itself.

Since any person can learn to use Google Analytics in couple of weeks, you do no get any competitive advantage in the marketplace just by knowing GA.

You need to know lot more than GA in order to work in Web analytics and marketing field.

So what I have done, if you are interested, is I have put together a completely free training that will teach you exactly how I have been able to leverage web/digital analytics to generate floods of news sales and customers and how you can literally copy what I have done to get similar results.

Here what You'll Learn On This FREE Web Class!

1) Why digital analytics is the key to online business success

2) The number 1 reason why most marketers are not able to scale their advertising and maximize sales.

3) Why Google and Facebook ads don’t work for most businesses & how to make them work.

4) Why you won’t get any competitive advantage in the marketplace just by knowing Google Analytics.

5) The number 1 reason why conversion optimization is not working for your business.

6) How to advertise on any marketing platform for FREE with an unlimited budget.

7) How to learn and master digital analytics and conversion optimization in record time.


My best selling books on Digital Analytics and Conversion Optimization

Maths and Stats for Web Analytics and Conversion Optimization
This expert guide will teach you how to leverage the knowledge of maths and statistics in order to accurately interpret data and take actions, which can quickly improve the bottom-line of your online business.

Master the Essentials of Email Marketing Analytics
This book focuses solely on the ‘analytics’ that power your email marketing optimization program and will help you dramatically reduce your cost per acquisition and increase marketing ROI by tracking the performance of the various KPIs and metrics used for email marketing.

Attribution Modelling in Google Analytics and Beyond
Attribution modelling is the process of determining the most effective marketing channels for investment. This book has been written to help you implement attribution modelling. It will teach you how to leverage the knowledge of attribution modelling in order to allocate marketing budget and understand buying behaviour.

Attribution Modelling in Google Ads and Facebook
This book has been written to help you implement attribution modelling in Google Ads (Google AdWords) and Facebook. It will teach you, how to leverage the knowledge of attribution modelling in order to understand the customer purchasing journey and determine the most effective marketing channels for investment.

Himanshu Sharma

Digital Marketing Consultant and Founder of

Himanshu helps business owners and marketing professionals in generating more sales and ROI by fixing their website tracking issues, helping them understand their true customers' purchase journey and helping them determine the most effective marketing channels for investment.

He has over 12 years of experience in digital analytics and digital marketing.

He was nominated for the Digital Analytics Association's Awards for Excellence. The Digital Analytics Association is a world-renowned not-for-profit association that helps organisations overcome the challenges of data acquisition and application.

He is the author of four best-selling books on analytics and conversion optimization:

error: Alert: Content is protected !!