SEO Service Level Agreement

This SEO Service Level Agreement is designed for businesses providing search engine optimisation services to business clients.

It covers not only the SEO services themselves, but also the service level metrics used to measure performance, in this case by reference to agreed website traffic increase thresholds.

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.

Suitable for ongoing B2B SEO services

This template is intended for longer-term SEO arrangements where the client wants a clearer performance framework than a basic SEO services contract would provide.

It is flexible enough to cover a wide range of SEO and related digital marketing services, including:

• on-page optimisation;
• copywriting;
• PPC campaign management; and
• social media management.

Define the SEO services carefully

The scope of the SEO services should be defined precisely in the schedule. The more detailed the drafting, the less scope there is for misunderstandings later.

It is important to set out both:

• what the service provider is required to do; and
• any limits or restrictions on how the services are to be provided.

For example, the client may wish to prevent bidding on particular keywords without prior authorisation.

Service levels based on website traffic increases

The service levels in this agreement are intended to take the form of agreed increases in internet traffic to the client’s website over defined periods.

The template includes options for dealing with failures to meet those service levels, including:

• cost-free services to make up for deficiencies; and
• a right to terminate immediately in the event of multiple failures.

If the failure is caused by the client, for example because information or authorisation is not provided on time, the service provider is not responsible.

Brand guidelines and fee structure

The template allows the client to provide brand guidelines dealing with the use of its business name, trade marks, image, and related brand assets.

These may be especially important where the SEO services extend to PPC campaigns or social media activity.

Payment is envisaged as monthly in arrears, with the detailed fee structure left to the schedule. That structure can also take account of any credits or cost-free services due if service levels are not met.

IP, liability, confidentiality, and other key protections

The agreement also includes provisions dealing with:

• intellectual property rights and licensing;
• mutual indemnities;
• warranties;
• limitation of liability; and
• confidentiality.

Schedules that make this SEO SLA work

The schedules are central to the operation of this agreement and should be completed in detail.

They cover:

• the SEO services;
• the service levels;
• the deliverables;
• the fees;
• the client’s brand guidelines; and
• data processing.

Main legal provisions included

This template includes clauses covering the SEO services, service levels, client obligations, fees and payment, intellectual property rights and licensing, indemnity, warranties, liability, confidentiality, termination, data protection, data processing, dispute resolution, and law and jurisdiction.

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