Freelance SEO Specialist Contract Template (UK 2025)
Last updated: February 2025
When You Need This Contract
SEO specialist contracts must address the unique nature of search engine optimisation work where results take months to materialise and are influenced by factors beyond the specialist's control including algorithm changes. The contract must define which SEO activities are included, mandate ethical white-hat practices only, specify reporting metrics and frequency, and address website access and the authority to make technical changes. Clear expectations about timeline to results prevent disputes.
Key Clauses
- SEO activities scope covering technical, content, and off-page optimisation
- Ethical practices commitment with explicit prohibition of black-hat techniques
- Monthly reporting with agreed KPIs and metrics
- Website and analytics access with change authority boundaries
- Realistic timeline expectations and algorithm change provisions
What to Watch Out For
- Not explicitly prohibiting black-hat SEO techniques that could result in Google penalties devastating the client's organic traffic
- Setting unrealistic ranking guarantees that no ethical SEO professional can deliver
Sample Clauses
- Sample ethical practices clause: 'The Specialist shall use only ethical, white-hat SEO techniques in accordance with Google's Webmaster Guidelines. The Specialist shall not engage in link schemes, cloaking, keyword stuffing, hidden text, or any other technique that violates search engine guidelines. Any breach of this clause shall constitute a material breach of this agreement.'
- Sample reporting clause: 'The Specialist shall provide a monthly SEO report covering: organic traffic trends, keyword ranking positions for agreed target keywords, technical SEO audit findings, backlink profile changes, and work completed during the period. Reports shall be delivered by the [5th] of each month.'
FAQ
Can an SEO specialist guarantee first-page Google rankings?
No ethical SEO specialist can guarantee specific rankings because Google's algorithm considers hundreds of factors, many outside the specialist's control. Your contract should not include ranking guarantees. Instead, define success metrics including organic traffic growth, keyword visibility improvements, technical health scores, and conversion rates from organic traffic. Be wary of any SEO provider who guarantees specific positions.
What happens if a Google algorithm update affects results during the contract?
Include a clause acknowledging that search engine algorithms change and that rankings may fluctuate due to factors outside the specialist's control. The specialist should monitor algorithm updates, report their impact, and adjust strategy accordingly. This is not grounds for contract breach. However, if rankings drop due to techniques used by the specialist, that is a different matter covered by the ethical practices clause.
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Get Started FreeThis is guidance for UK businesses, not legal advice. Templates are illustrative. Consult a solicitor for complex matters.
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