SEO agreement

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An agreement setting out the legal relationship between a provider of search marketing services and its customers.

Author: Alasdair Taylor
Updated: 7 January 2021
Length: 27 pages
Notes: 24 pages
Format: MS Word (.DOCX)

This template can be used to document the provision of search engine optimisation services. The services covered include on-site search engine optimisation, link building and link generation and (insofar as it may impact the search engine results pages) social media promotion.

The document is flexible as regards payment schemes.  For example, SEO supplier may be paid a fixed monthly fee, with the possibility of additional charges being agreed on an ad hoc basis.

An optional guarantee clause is included, allowing the supplier to offer a limited guarantee of SERPs ranking increases or organic search traffic increases.

The templates is not intended to cover other types of internet marketing: PPC advertising, email marketing, affiliate marketing, etc.


  1. Definitions
  2. Term
  3. Search Marketing Services
  4. Client obligations
  5. Client Materials
  6. Client Websites
  7. Online Accounts
  8. Client Trade Marks
  9. Intellectual Property Rights
  10. Reputation and goodwill
  11. Charges
  12. Timesheets
  13. Payments
  14. Confidentiality obligations
  15. Data protection
  16. Warranties
  17. Indemnities
  18. Limitations and exclusions of liability
  19. Force Majeure Event
  20. Termination
  21. Effects of termination
  22. Status of Provider
  23. Notices
  24. Subcontracting
  25. General
  26. Interpretation


  1. Minimum Term
  2. Specification of Services
  3. Specification of Deliverables
  4. Timetable
  5. Client Materials
  6. Financial provisions


  1. Keyword guarantee
  2. Traffic guarantee
  3. Failure to meet guarantee
  4. Exceptions

A copy of this document is included in each of these packs:

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