SEO RFP Template and What To Include

Search Engine Optimization (SEO) is the key to improving the visibility of a website on search engine results pages. With the increasing digital footprint of businesses and the inherent competition that comes with it, a well-optimized website is no longer an option but a necessity. SEO can improve a site’s accessibility, enhance user experience, increase organic traffic, and lead to better conversion rates.

This SEO Request for Proposal (RFP) aims to provide a structured and equitable method for businesses to evaluate potential SEO vendors. Through the RFP, you can clearly articulate your SEO objectives and requirements, set expectations for prospective vendors, and better understand their proposed strategies, capabilities, and pricing models.

Setting Your SEO Objectives

Identifying Key Business Goals

Before defining your SEO objectives, you must understand your key business goals. Are you looking to increase brand awareness, drive more online sales, or perhaps grow your email subscriber list? These overarching goals will help shape your SEO strategy. For instance, if your business saw a 15% increase in online sales in 2022 but aims for a 25% increase in 2023, your SEO objectives should align to help you reach this target.

Addressable Points:

  • Overall business revenue targets
  • Specific product or service performance targets
  • Brand visibility and reputation goals
  • Customer acquisition and retention targets
  • Website traffic targets

Determining SEO Goals

Once your key business goals are established, it’s time to create specific SEO goals that align with them. Remember that SEO is a long-term strategy. While you may not see immediate results, consistent and strategic SEO efforts can yield substantial benefits.

For example, suppose your business aims to increase organic website traffic by 30% in 2023. In that case, your SEO goals might include improving the ranking of specific high-traffic keywords, reducing website bounce rates, or increasing the average time users spend on your site.

Addressable Points:

  • Keyword ranking targets
  • Organic traffic growth targets
  • Bounce rate reduction targets
  • Average session duration targets
  • Backlink acquisition targets

Alignment of SEO Goals with Business Objectives

Ensuring alignment between your SEO goals and business objectives is critical. Each SEO goal should contribute to achieving a broader business goal. For instance, if one of your business objectives is to break into a new market in 2023, then your SEO efforts might focus on ranking for relevant keywords.

An aligned SEO strategy contributes to business growth but also helps justify the investment in SEO activities. Remember that, according to a 2022 survey by HubSpot, companies prioritizing SEO are 60% more likely to achieve their business objectives than those not.

Addressable Points:

  • Market expansion objectives and related SEO goals
  • Revenue growth objectives and related SEO goals
  • Brand awareness objectives and related SEO goals
  • Customer acquisition objectives and related SEO goals
  • Web performance objectives and associated SEO goals

Developing Your SEO Requirements

Once you have established your SEO objectives, the next step is to specify your SEO requirements. These will give potential vendors a clear understanding of what you expect from their services.

Technical SEO Requirements

Technical SEO focuses on improving your website’s infrastructure to provide a better user experience and make it easier for search engines to crawl and index your site. Your technical SEO requirements could range from site speed optimization to mobile responsiveness. According to Google’s 2022 update, website load speed and mobile friendliness are major ranking factors, emphasizing the importance of technical SEO.

Addressable Points:

  • Website load speed optimization
  • Mobile Optimization
  • XML sitemap creation and management
  • URL structure optimization
  • Implementation of schema markup

On-page SEO Requirements

On-page SEO involves optimizing individual pages on your website to rank higher in search engine results and attract more relevant traffic. In a 2023 study by Moz, on-page SEO, especially the proper use of keywords and high-quality content, still significantly impacts search engine rankings.

Addressable Points:

  • Keyword optimization
  • Content quality and relevance
  • Meta tag optimization
  • Internal linking structure
  • Image optimization

Off-page SEO Requirements

Off-page SEO relates to activities that occur outside the boundaries of your website but affect your site’s trustworthiness and authority. This mainly involves earning high-quality backlinks. According to a 2022 Ahrefs study, a strong correlation exists between the number and quality of backlinks a site has, and its ranking on search engine results in pages.

Addressable Points:

  • Backlink acquisition strategy
  • Social media marketing strategy
  • Brand reputation management
  • Influencer partnerships
  • Guest blogging opportunities

Content Strategy Requirements

A solid content strategy is crucial for SEO success. It involves creating, distributing, and optimizing valuable content to attract, engage, and retain an audience. A 2022 Semrush study found that companies that consistently make and optimize content see up to 4 times more traffic than those that do not.

Addressable Points:

  • Blog post creation
  • Landing page optimization
  • Long-form content (e.g., whitepapers, e-books) creation
  • Infographic and video content creation
  • Content calendar creation and management

Local SEO Requirements (if applicable)

If your business serves a specific geographic area, local SEO is crucial. It focuses on promoting your products and services to local customers in real-time. According to a 2023 BrightLocal study, 93% of consumers used the internet to find a local business in the last year, with 34% searching daily.

Addressable Points:

  • Google Business Profile optimization
  • Local keyword optimization
  • Online reviews and rating management
  • Local directory listing
  • Location-specific content creation

Vendor Selection Criteria

In this section, you’ll determine the criteria to evaluate potential SEO vendors. This is a crucial part of the RFP process, as it helps ensure you select a vendor that is well-equipped to meet your SEO objectives and aligns with your company culture and values.

Agency’s Experience and Expertise

The SEO agency’s experience and level of expertise are pivotal factors in your decision-making process. An experienced agency will have navigated multiple SEO campaigns, allowing them to tackle any challenges that might arise in yours effectively. According to a 2023 Statista report, 58% of businesses consider an agency’s experience and expertise the most important selection criteria.

Addressable Points:

  • Years of experience in SEO
  • Certifications in SEO and related fields
  • Diversity of past and present clients
  • Experience in your industry
  • Staff expertise and continuous learning efforts

Case Studies and Portfolio

An agency’s case studies and portfolio provide concrete evidence of its capabilities and the results they’ve achieved for its clients. These can give you an insight into the agency’s approach and ability to deliver on its promises. According to a 2022 CMI study, 70% of businesses find case studies effective in vendor selection.

Addressable Points:

  • Range of case studies showcasing different strategies
  • Before-and-after statistics
  • Client testimonials included in case studies
  • Specific challenges faced and solutions provided
  • Outcomes achieved for similar businesses or industries

References and Reviews

Online reviews and client references can also reveal an agency’s reputation and reliability. In a 2023 BrightLocal survey, 82% of businesses said they read online reviews to learn more about potential vendors.

Addressable Points:

  • Number of positive online reviews
  • Responsiveness to negative reviews
  • Client reference checks
  • Unbiased third-party reviews
  • Evidence of consistent, high-quality service

Industry Specialization

While not always necessary, having an SEO agency with experience in your specific industry can be a significant advantage. They will have an understanding of your target audience, industry-specific keywords, and potential challenges unique to your industry. In a 2022 Gartner report, 48% of businesses stated that industry specialization significantly influenced vendor selection.

Addressable Points:

  • Relevant industry experience
  • Familiarity with industry-specific SEO challenges
  • Track record of success in your industry
  • Understanding of industry-specific regulations
  • Network of industry-related websites for link-building

Reporting and Communication Capabilities

Transparent communication and thorough reporting are critical to a successful partnership. The agency should regularly update you on the progress of your SEO campaign and be available to answer any questions. A 2023 Forrester study states that businesses prioritize clear communication and detailed reporting when selecting vendors.

Addressable Points:

  • Frequency of progress updates
  • Types of reports provided
  • Customizability of reports
  • Ease of communication with the agency
  • Responsiveness to inquiries and feedback

Proposal Instructions and Guidelines

In this section, you’ll establish the guidelines for how vendors should respond to your RFP. Providing clear and precise instructions can help you receive thorough, easy-to-compare responses.

Submission Deadline

A firm deadline for proposal submissions is essential. This allows you to keep your vendor selection process on schedule and test vendors’ ability to meet deadlines. According to a 2022 Adobe report, 68% of businesses consider timely responses as a sign of the vendor’s reliability and organization.

Addressable Points:

  • Final date and time for proposal submissions
  • The timezone of deadline
  • Consequences of late submissions
  • Guidelines for asking for deadline extensions
  • Date of response acknowledgment

Proposal Format

By asking vendors to adhere to a specific format, you can ensure that you’ll be able to compare proposals easily. A 2023 APMP study states that standardized proposal formats lead to a 50% quicker evaluation process.

Addressable Points:

  • Preferred proposal format (PDF, Word, etc.)
  • Proposal structure (e.g., sections, page limits)
  • Font size and type, margins, and other formatting guidelines
  • Use of visuals and diagrams
  • Requirements for electronic file names

Evaluation Timeline

Outlining your evaluation timeline helps vendors understand when they can expect to hear back from you. A 2022 Deloitte survey found that 72% of vendors appreciate clients who provide clear timelines for decision-making.

Addressable Points:

  • Initial proposal review date
  • Shortlist announcement date
  • Final decision announcement date
  • Potential dates for presentations or interviews
  • Start date of the project

Key Points to Include in the Proposal

This will guide vendors on what exactly you want to see in their proposal. By specifying the key points, you can ensure you get all the information necessary to make an informed decision. A 2023 RFP360 report states detailed RFPs receive 30% more in-depth responses.

Addressable Points:

  • Understanding of your SEO objectives and requirements
  • Proposed SEO strategy and tactics
  • Detailed timeline and deliverables
  • Pricing structure and additional costs
  • Case studies and client references

Points of Contact

Vendors may have questions while preparing their proposals. Please provide them with one or two points of contact who can answer these questions. A 2022 CSO Insights study found that RFPs with designated communications received 20% more responses.

Addressable Points:

  • Names and roles of the points of contact
  • Preferred method of communication
  • Availability for responding to queries
  • Acceptable times to contact
  • Response time expectations

Budget and Pricing

The budget and pricing section will give potential vendors a clear idea of your budget constraints and the pricing structure you prefer. Having a well-defined budget will also enable you to compare proposals effectively.

Budget Constraints

Communicating your budget limitations can help potential vendors tailor their proposals to suit your financial capacity. Remember that SEO is a long-term investment, and a more expensive plan might offer better results in the long run. A 2022 Gartner report found that 78% of businesses that disclosed their budget upfront received proposals better aligned with their needs.

Addressable Points:

  • Maximum budget for the project
  • Monthly or yearly budget allocations
  • Expectations regarding cost overruns
  • Details on budget flexibility
  • Availability of funds for ad-hoc requirements

Expected ROI

Detailing your expectations for return on investment (ROI) can give vendors understand the results they hope to achieve. According to a 2023 Econsultancy study, businesses that set clear ROI expectations are twice as likely to be satisfied with their SEO services.

Addressable Points:

  • The anticipated increase in website traffic
  • Expected conversion rate improvement
  • Desired growth in organic rankings
  • Target cost per lead or acquisition
  • Desired impact on overall business revenue

Desired Pricing Structure

SEO agencies typically offer various pricing models, such as project-based, retainer-based, or performance-based pricing. Clarifying your preferred pricing structure can prevent misunderstandings later. A 2022 Forrester study showed that 63% of businesses preferred retainer-based SEO contracts for their predictability.

Addressable Points:

  • Preferred pricing model (project-based, retainer, performance-based, etc.)
  • Comfort level with variable costs
  • Expectations regarding invoicing and payment terms
  • Criteria for performance-based pricing, if applicable
  • Terms for renegotiating pricing

Terms and Conditions

Finally, it’s crucial to include any specific terms and conditions related to budgeting and pricing. A 2023 PWC survey found that clear and upfront financial terms can reduce the risk of contract disputes by 40%.

Addressable Points:

  • Termination terms related to budget issues
  • Payment terms and conditions
  • Penalties for late payments or non-payment
  • Terms for additional services not covered in the initial agreement
  • The mechanism for addressing disputes related to pricing

Terms and Conditions

In this section, you will lay out the formal rules and guidelines governing your relationship with the SEO vendor. Clear and comprehensive terms and conditions will help ensure a successful partnership and protect your business interests.

Confidentiality Agreement

A confidentiality agreement or a Non-Disclosure Agreement (NDA) protects sensitive business information you share with the vendor. A 2022 IACCM report states that 85% of businesses deem confidentiality agreements essential in vendor contracts.

Addressable Points:

  • Definition of confidential information
  • Obligations of the vendor
  • Exclusions from confidentiality obligations
  • Term of the agreement
  • Remedies in case of breach

Intellectual Property Rights

This subsection outlines who owns the rights to the work created during the project. It’s a crucial clause since, according to a 2023 WIPO report, disputes over IP rights have increased by 30% over the past year.

Addressable Points:

  • Ownership of created content
  • Ownership of SEO strategies and tactics
  • Rights to use the work after project completion
  • Handling of pre-existing IP rights
  • Procedures for transferring rights, if applicable

Termination Clause

A termination clause specifies the conditions under which either party can end the contract. A 2022 ACC survey revealed that 76% of contract disputes involve disagreements over termination clauses.

Addressable Points:

  • Grounds for termination
  • The notice period for termination
  • Procedure for termination
  • Liabilities upon termination
  • Terms for contract renewal

Dispute Resolution

Dispute resolution terms outline the process for resolving disagreements during the contract term. According to a 2023 CPR study, contracts with dispute resolution terms have a 50% faster resolution rate.

Addressable Points:

  • Choice of law
  • Venue for disputes
  • Use of mediation or arbitration
  • Procedure for formal legal proceedings
  • Costs and fees associated with dispute resolution

Service Level Agreement (SLA)

An SLA sets the standard for the quality and reliability of the service provided by the vendor. A 2023 Gartner report showed that businesses with well-defined SLAs experience 60% fewer service disruptions.

Addressable Points:

  • Definition of services to be provided
  • Standards for service delivery
  • Monitoring and reporting of service levels
  • Consequences of not meeting service levels
  • Review and revision of SLAs

SEO Vendor Expectations

In this section, you’ll detail your expectations for your SEO vendor outside of the tasks and deliverables outlined in your requirements.

Regular Reporting and Communication

Clear communication and regular reporting are critical to a successful vendor-client relationship. According to a 2023 Harvard Business Review study, businesses with frequent, open communication with their vendors had a 35% higher satisfaction rate.

Addressable Points:

  • Frequency and format of reports
  • Key performance indicators (KPIs) to be included in reports
  • Scheduled meetings or calls for updates
  • Responsiveness to communication
  • Tools used for communication and project management

Compliance with SEO Best Practices

SEO practices evolve regularly, and it’s crucial that your vendor stays up-to-date and complies with the latest guidelines from search engines. A 2022 Moz study found that businesses that strictly followed SEO best practices saw a 50% greater improvement in their organic search rankings.

Addressable Points:

  • Adherence to search engine guidelines
  • Use of white hat SEO practices
  • Awareness and implementation of the latest SEO trends
  • Regular SEO audits
  • Adaptability to algorithm changes

Proactive Recommendations

You would want your SEO vendor to proactively suggest improvements and strategies based on the performance data and the latest SEO trends. According to a 2023 Forrester study, 64% of businesses value proactive recommendations from their vendors.

Addressable Points:

  • Suggesting new strategies and tactics
  • Providing solutions to SEO challenges
  • Recommending improvements based on data analysis
  • Anticipating future SEO needs
  • Offering content or design changes for better SEO

Collaboration and Teamwork

Your SEO vendor should be willing to work closely with your in-house team, share knowledge, and consider your team’s input. A 2022 McKinsey survey found that businesses reported a 40% better outcome when their vendors worked collaboratively with their teams.

Addressable Points:

  • Willingness to work with your in-house team
  • Regular collaboration meetings
  • Sharing of knowledge and expertise
  • Respect for your team’s opinions and suggestions
  • Integration with other marketing activities

Transparency and Honesty

Transparency and honesty in a vendor-client relationship build trust and set the foundation for a long-term partnership. In a 2023 Edelman Trust Barometer report, 85% of businesses were likelier to form long-term partnerships with vendors who demonstrate transparency.

Addressable Points:

  • Clear explanation of SEO tactics and strategies
  • Honesty about what can be realistically achieved
  • Transparency about any issues or setbacks
  • Description of costs and pricing
  • Openness about their methods and practices

Final Evaluation and Selection

The final section of your RFP outlines the evaluation and selection process you’ll follow once you’ve received all proposals. This section sets expectations and ensures a transparent, objective selection process.

Evaluation Process

Detail the process you’ll follow to evaluate the received proposals. A precise evaluation process can increase vendor confidence in your RFP process. According to a 2023 Procurement Leaders report, a transparent evaluation process can increase the number of high-quality proposals you receive by 30%.

Addressable Points:

  • The initial review process for compliance with RFP guidelines
  • Scoring or rating system
  • Criteria weighting
  • Process for clarifying doubts about proposals
  • Role of different stakeholders in the Evaluation

Interview and Presentation

Some businesses find value in inviting shortlisted vendors for an interview or presentation. According to a 2022 SHRM report, companies that included interviews in their vendor selection process reported a 45% higher satisfaction rate with their chosen vendor.

Addressable Points:

  • Decision on who to invite for interviews
  • Format and duration of the presentation
  • Content to be covered in the presentation
  • Evaluation criteria for the presentation
  • Date and venue of the presentation

Final Selection

Provide information on how the final decision will be made. Transparency in the final selection can give vendors confidence in their decision and minimize potential disputes. A 2023 IACCM study showed that transparency in vendor selection leads to longer, more successful vendor relationships.

Addressable Points:

  • Factors influencing the final decision
  • Process of notifying the successful vendor
  • Steps following the final selection
  • Method for providing feedback to unsuccessful vendors
  • Expected date of final decision

Contract Negotiation

Once you select a vendor, the contract negotiation process will begin. According to a 2022 Gartner report, successful contract negotiation is essential for a fruitful vendor-client relationship and can reduce future disputes by up to 40%.

Addressable Points:

  • Expected timeline for contract negotiation
  • Key areas for negotiation
  • Stakeholders involved in the negotiation
  • Procedure for revising the contract
  • Process for finalizing and signing the contract

Onboarding Process

Once the contract is signed, the onboarding process will begin. A smooth onboarding process can set the stage for a successful partnership. A 2023 Hackett Group study found that an effective onboarding process improves vendor performance by up to 33%.

Addressable Points:

  • Timeline for the onboarding process
  • Critical steps in the onboarding process
  • Information and resources the vendor will need
  • Key personnel involved in the onboarding process
  • KPIs for the initial phase of the partnership


In conclusion, this comprehensive guide has the essential sections to include in your SEO Request for Proposal (RFP). By following this guide, you will be well-equipped to create a thorough and effective RFP that will attract qualified SEO vendors and help you find the right partner for your business.

We encourage you to take the time to tailor this guide to your specific needs and circumstances. Each business is unique, and customization will ensure your SEO RFP accurately reflects your requirements and goals.