SEO Service Level Agreement
This SEO Service Level Agreement is designed for use by businesses
providing search engine optimisation services to business clients. As a
service level agreement, the relationship between the service provider and
the client is based not only around the SEO services themselves, but also
around a series of service level metrics – in this case website traffic
increase thresholds – designed to ensure a particular level of performance
by the service provider.
The data protection provisions in this document have been reviewed and updated for Brexit. References to data protection legislation have been updated with reference to the UK GDPR.
The structure of this template makes it particularly flexible and suitable
for use with a broad range of SEO services ranging from simple on-page
optimisation to combinations of copywriting, PPC campaign management,
social media management and more. It is therefore up to users of this
document to define the scope of the SEO services precisely and in depth in
the provided schedule.
When defining the SEO services, great care should be taken to ensure that
both the service provider and the client are fully aware of the services
that are to be provided, and how they are to be provided. Both positive and
negative obligations (e.g. the client may not wish the service provider to
bid for certain keywords without authorisation) should be set out. As with
all schedules attached to this document, the level of detail should be such
that a complete outsider to the transaction should be able to fully
understand the scope of the services to be provided, how, when, where,
subject to what restrictions.
Related to the SEO services, provision is also made for the client to
provide so-called “brand guidelines” in which they may specify how their
business name, trade marks, image and other related aspects of their brand
may be used by the service provider in the course of managing their SEO.
Such guidelines may be particularly relevant when considering aspects of
SEO such as PPC campaigns and social media management.
Service Levels in this agreement are intended to take the form of a series
internet traffic increases to the client’s website in a series of time
frames. Various options are available to deal with the eventuality of the
service levels not being met, including the provision of cost-free services
to make up for deficiencies and a right to immediately terminate the
contract in the event of multiple failures. In the event that the cause of
such failure can be attributed to the client (who may, for example, have
failed to provide certain information or authorisation on time) the service
provider is absolved of responsibility.
Payment for the SEO services is envisaged as being monthly in arrears. The
precise structure (and amount) of fees is left for users to define in a
schedule. The fee structure also takes into account any credits or
cost-free services to which the client may be entitled as noted above.
Further key provisions in this template deal with important intellectual
property issues, provide mutual indemnities, set out warranties, limit
liability, and deal with the important issue of confidentiality.
Optional phrases and clauses are enclosed in square brackets. These should
be read carefully, fully understood, and selected so as to be compatible
with one another. Unused options should be removed from the document.
This SEO Service Level Agreement contains the following clauses:
1. Definitions and Interpretation
2. Term of Agreement
3. The SEO Services
4. Service Levels
5. Client’s Obligations
6. Fees and Payment
7. Intellectual Property Rights & Licensing
12. Force Majeure
13. Term and Termination
14. Effects of Termination
15. Data Protection
16. Data Processing
17. No Waiver
18. Further Assurance
20. Assignment and Sub-Contracting
21. Relationship of the Parties
23. Entire Agreement
26. Dispute Resolution
27. Law and Jurisdiction
and the following schedules:
1. The SEO Services
2. The Service Levels
3. The Deliverables
4. The Fees
5. The Client’s Brand Guidelines
6. Data Processing
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highlighted fields or adjust the wording to suit your purposes.
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