When a prospect asks for an SEO proposal, you’re competing with other SEO agencies on their list. They’re likely reviewing multiple sales pitches, each offering audits, backlink plans, and keyword strategies.
To win their attention, your proposal must highlight how your SEO services solve client pain points.
A winning SEO proposal sets clear expectations, defines deliverables, and shows why your agency is equipped to deliver results.
In this article, you’ll learn how to create an SEO proposal that stands out, builds trust, and increases your chances of closing deals.
What Is an SEO Proposal?
An SEO proposal is a document that explains how a marketing agency plans to improve a potential client’s online visibility.
It connects specific SEO challenges to practical actions, such as keyword research, on-page optimization, content creation, or backlink analysis.
Unlike a generic proposal template, a good SEO proposal links SEO efforts to concrete outcomes, like stronger search engine results, organic traffic, and new business deals.
It also supports the sales process by helping prospective clients see how your agency’s SEO strategy supports their business goals.
What to Include in Your SEO Proposal
Think of the following suggestions as a framework for creating an effective SEO proposal. You can adapt them based on the prospective client, adding or removing sections to match their goals.
1. Start With an Introduction
Open with a brief overview of your marketing agency. Mention your track record, relevant SEO services, and the types of clients you work with. Keep this short but credible.
Add proof from previous clients where possible. For instance, highlight how a local business gained organic traffic through an on-page SEO audit or a content strategy. One or two examples are enough to build trust.
State your value proposition clearly. Instead of listing every service, explain how your SEO efforts solve clients’ problems, such as poor keyword rankings or low visibility in search results.
You can also name the SEO expert or account manager who will manage the SEO work, which adds accountability.
Keep this section to a single page to set the stage for the SEO strategy, competitive research, and pricing section that follow.
2. Show SEO Insights With Keyword Research and Backlink Analysis
This section focuses on what you found after reviewing the client’s site. Prospective clients want to see evidence of their current weaknesses.
Insights may include:
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Technical audit: Broken links, duplicate content, or missing meta descriptions.
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Keyword rankings: Current search positions and keywords with potential to increase organic search traffic.
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Competitive research: A comparison with other businesses, including competitor marketing strategies that highlights missed opportunities.
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Backlink profile: Strength of referring domains compared with competitors.
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Local visibility: Missing business listings or weak local SEO presence.
Each insight should connect directly to the client’s goals. This proves your agency has studied its online presence and identified opportunities for SEO work.
3. Present a Clear SEO Strategy and Deliverables
After showing insights, outline the search engine optimization strategy you will follow. This is where you explain the actions your agency will take.
Focus on areas such as:
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Keyword research to identify valuable search terms for the target audience.
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On-page SEO improvements to strengthen relevance for search engines.
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A content strategy to close gaps and attract prospective clients, supported by insights from AI data analysis tools.
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Link building to improve the website’s backlink profile.
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Local SEO updates to strengthen the reach for a local business.
Deliverables should be measurable. Instead of broad claims, commit to specifics like “publish two optimized articles per month” or “secure five high-quality backlinks in the first few weeks.”
4. Include Timeline and Milestones for the Potential Client
A timeline shows how SEO efforts will progress and when results should begin to appear. It helps prospective clients see a clear structure rather than waiting months without updates.
Start with immediate priorities. Instead of repeating the audit or keyword research, explain when those tasks will begin and how they fit into the broader plan.
For instance, content updates might be scheduled in week two while outreach for backlinks begins later in the first month.
Next, set medium-term milestones. This is where clients can expect to see early movement in search results.
Organic search traffic often begins to rise within a few months as updated content is indexed and new links gain traction.
Finally, outline long-term expectations. These could include ranking for high-value keywords, gaining steady organic search traffic, or expanding reach into new markets.
5. Don't Forget the Pricing Section
Pricing is often the point where prospective clients pause before they agree to work with an agency.
Transparency sets your agency apart from competitors. Agencies that focus on showing ROI to clients often secure long-term business.
Organize the pricing section so the client can see value at different levels:
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Basic pricing tier: Covers core on-page SEO updates, technical fixes, or a starter content package.
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Mid-range pricing tier: Expands services to include keyword research, regular content strategy, and link building.
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Advanced pricing tier: Adds broader search engine optimization efforts like local SEO campaigns, backlink analysis, and expanded content creation.
List what is included in each pricing tier without vague language. For example, specify the number of blog posts, business listings updated, or backlinks targeted.
Avoid generic claims about “all the features” and focus on measurable services tied to the client’s goals.
How to Personalize Your SEO Proposal
Personalization turns a standard proposal into one that feels relevant to a prospect. Instead of relying on a template, address the client’s specific SEO challenges.
Show that you’ve reviewed the client’s online presence. Highlight details like current keyword rankings, weak backlinks, or content gaps compared with competitors.
Insights like these help convince clients that your plan is based on evidence, not assumptions.
Adapt your SEO strategy to the client’s priorities. One may want to boost traffic with new content, while another may care more about local visibility. Framing deliverables around these needs creates a clear path toward achieving SEO goals.
When a proposal reflects the client’s priorities, it feels practical and trustworthy. That makes it more likely to support increased traffic and long-term collaboration.
Use TapClicks to Turn SEO Data Into Client-Ready Proposals
Many business owners compare proposals side by side, so standing out requires more than a polished SEO proposal template.
TapClicks helps your agency create a perfect proposal supported by clear data instead of generic claims.
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TapData unifies keyword rankings, backlink analysis, and site audits in one place. It connects to over 250 platforms, so reports stay current.
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TapReports lets you build branded dashboards, export PDFs, or schedule updates for prospects. White-label options keep your agency’s name front and center.
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TapAnalytics provides deeper context. You can merge campaign data, track margins, and enrich client reports with CRM or regional details.
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TapInsights adds clarity with plain-language summaries, benchmarks, and alerts that explain results without jargon.
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TapSEO includes rank tracking, keyword research, link analysis, and technical audits. It shows how your SEO strategy leads to increased traffic.
Clear proposals backed by reliable data make your SEO proposal trustworthy. TapClicks helps your agency present SEO proposals that win new clients.
Impress clients with data-driven SEO proposals. Try TapClicks for free!
FAQs About SEO Proposal
What is an SEO proposal?
An SEO proposal is a document that explains how an agency plans to improve a prospect’s online presence. It includes the strategy, deliverables, timelines, and pricing. The goal is to connect SEO efforts with outcomes such as higher rankings, organic traffic, and new leads.
What does SEO mean?
SEO stands for search engine optimization. It's the practice of improving a website so it ranks higher on search engines like Google. Better rankings bring in more visitors who are interested in the products or services offered.
How much does an SEO proposal cost?
Most agencies provide free SEO proposal templates as part of the sales process. The cost comes from the services included in the proposal, such as keyword research, content creation, or link building. Prices vary depending on the scope of work.
What is the 80/20 rule for SEO?
The 80/20 rule suggests that 80% of results often come from 20% of actions. In SEO, this might mean that a small number of strong keywords, quality content pieces, or backlinks drive most of the traffic.
Focusing on those areas helps agencies guide prospects toward an informed decision about their SEO strategy.
