SEO Audit
How to scope SEO audit services for your clients
If you offer SEO audit services, then you know how important it is to provide comprehensive analysis that gives clients clear insights and actionable next steps. SEO audits can be overwhelming for clients who don't understand technical SEO, so presenting findings in an organized, prioritized way is crucial.
The line item below shows you how to structure SEO audit service proposals. It demonstrates how to break down comprehensive analysis work into clear, understandable deliverables that help clients prioritize their SEO improvements and understand the value of your expertise. This is exactly the kind of structure you need to create proposals your clients can understand and approve.
Sample Line Item
Breaking Down SEO Audit Scoping
SEO audits require comprehensive analysis across multiple areas to provide real value to clients. Let's break down what goes into a professional SEO audit and how to structure your proposals effectively.
Examples of What to Include
This section defines exactly what goes into a professional SEO audit—from technical analysis to actionable recommendations—so your client gets comprehensive insights and your project delivers maximum value.
Technical SEO analysis: Comprehensive technical review including crawlability, indexability, site architecture, and technical issues that could impact search engine performance and user experience.
On-page optimization review: Detailed analysis of page titles, meta descriptions, headers, content structure, internal linking, and on-page SEO elements that affect individual page rankings.
Keyword research and gap analysis: Research current keyword performance, identify new keyword opportunities, and analyze content gaps to prioritize content creation and optimization efforts.
Competitor analysis: Review top competitors' SEO strategies, identify their strengths and weaknesses, and find opportunities to outperform them in search results.
Site structure evaluation: Analyze site architecture, URL structure, navigation, and internal linking to ensure search engines can efficiently crawl and understand your site.
Mobile optimization review: Comprehensive mobile-friendliness analysis including responsive design, mobile page speed, and mobile user experience factors that impact mobile search rankings.
Page speed analysis: Detailed performance review using tools like PageSpeed Insights to identify specific speed optimization opportunities and their impact on user experience and rankings.
Detailed audit report with recommendations: Comprehensive written report with prioritized recommendations, implementation timeline, and expected impact of each improvement on search performance.
Potential Upsells and Add-ons
Since SEO audits use multi-select modifications, your potential upsells are the individual modification options that clients can add to their base audit package.
Competitor Deep Dive
$800Extended competitor analysis with strategy insights
Local SEO Focus
$500Local search optimization analysis
E-commerce SEO Focus
$600Specialized e-commerce analysis
Implementation Guide
$400Step-by-step action plan with timelines
Limitations to Consider
These boundaries help prevent scope creep and clarify what's outside the core SEO audit scope.
No implementation of recommendations: Audit provides analysis and recommendations only, implementation requires separate service agreement.
No ongoing monitoring or tracking: One-time analysis only, ongoing performance tracking requires separate monthly service.
No content creation or optimization: Identifies content needs and optimization opportunities, but doesn't create or optimize content.
No technical fixes or changes: Identifies technical issues and provides recommendations, but doesn't implement fixes or make changes to the website.
Scoping SEO audit services the smart way
SEO audits can be complex to scope because they touch on so many aspects of a website's search performance. Scoping these services comprehensively protects your timeline, your margins, and your client's expectations. It also sets your client up for successful SEO implementation.
Use this line item as a foundation to scope, price, and sell SEO audit work with clarity. Whether you're working with small businesses, e-commerce sites, or enterprise clients, a well-defined SEO audit solution is essential in your service toolkit.
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