SEO Proposal Checklist: How to Judge What an Agency Is Offering
A fast-growing group of clinics wanted a new SEO partner. Its current agency was not delivering, and the team needed to compare proposals from several firms. The trouble with many proposals is that they look impressive but say little. Different agencies use different words for the same work, and prices are hard to compare.
An SEO proposal should tell you what will be done, why, by whom and how success will be judged. Here is a checklist you can use to read any proposal, ours or anyone else’s.
A good SEO proposal starts with a clear diagnosis
A good proposal begins by showing that the agency has looked at your site and market. It should describe what is working, what is holding you back and what the biggest opportunities are, using evidence such as search data. A proposal that jumps straight to services without diagnosis is a template, not a plan.
Check the scope in plain terms
List what is included: technical fixes, content, local work, link building, reporting. Ask how many pages, articles or fixes each month, and who does the work. Vague phrases like ongoing optimisation hide a lot. You want specific deliverables you can check, so you know what you are paying for.
Ask who will actually do the work
Find out whether the people who present the proposal will be the ones working on your account, how experienced they are and how many other clients they handle. Named specialists who know your sector are better than a rotating team. Ask to meet them before you sign.
Look for a sensible timeline
A credible proposal explains what happens in the first month, the first three months and beyond. It is honest that SEO takes time and that results cannot be guaranteed. Be cautious of promises of top rankings by a fixed date. Milestones you can check are more reliable than bold predictions.
Understand how success will be measured
Ask which measures the agency will report: impressions, clicks, rankings for key services, enquiries and bookings. Agree how often you will see them. A proposal that focuses only on rankings misses what matters. What you want are patients, so the measures should connect to enquiries.
Check how they handle healthcare content and compliance
Healthcare content needs clinical accuracy and compliance with advertising rules. Ask how the agency handles both: who writes, who reviews and how claims are checked. An agency without a clear process for this puts your reputation at risk, however good its technical skills.
Question how they build links
Links help, but poor methods cause harm. Ask exactly how links will be earned, whether any are bought and whether you will see a list. Be wary of large numbers promised for a small fee. Honest link building is slow, relevant and transparent.
Look at communication and reporting
Ask how often you will meet, who your contact is and what reports you will receive. Reports should be readable and honest, showing what was done and what happened. Regular, plain communication is a good sign, and silence between monthly reports is a warning.
Check ownership and exit terms
Confirm that you will own your accounts, content and data, and what notice you must give to leave. Avoid contracts that lock you in or hold your assets. A confident agency is comfortable with you being free to leave, because it expects to earn your continued business.
Compare prices sensibly
Compare what each price includes, not only the headline number. A lower price with narrow scope may cost more in the end. Consider value: the expected effort, the experience of the team and the clarity of the plan. The cheapest proposal is rarely the best fit for a growing group.
Ask for references and examples
Request examples of similar work and the chance to speak to a client. Ask what challenges came up and how they were handled. Reliable agencies are happy to share, and their clients’ honest answers tell you a great deal about what working with them will be like.
Trust your read of the relationship
After the formal questions, notice how the agency responded. Did they listen, admit uncertainty and explain in plain words? Or did they talk in jargon and promise everything? SEO is a long relationship, so choose a partner you would be comfortable questioning in six months’ time.
Ask what the first ninety days look like
A useful proposal describes the first three months in concrete terms: the audit, the fixes, the first content and the first report. Ask for dates or weeks for each. A clear early plan shows the agency has thought about your situation, and lets you judge whether they are moving at a sensible pace.
Check how they will work with your clinical team
Good healthcare SEO needs input from clinicians. Ask how the agency will gather information, how often it will need your time and how content will be reviewed. A process that respects your team’s time, while still ensuring accuracy, is a strong sign of a suitable partner.
A quick checklist
- Look for a diagnosis based on evidence.
- Check the scope in specific terms.
- Meet the people who will do the work.
- Confirm how success will be measured.
- Ask about healthcare compliance and link building.
- Confirm ownership and exit terms.
Our companion article on SEO KPIs for a growing clinic network covers what to measure, and our guide to switching marketing agencies explains how to move without a gap. If you would like a second opinion on a proposal, we are glad at Pulse Digital Health to help.
Frequently asked questions
What should an SEO proposal include?
A diagnosis of your current position based on evidence, a specific scope of work, a realistic timeline, agreed measures of success, an explanation of how content and links will be handled and clear terms about ownership and exit. Vague wording is a warning sign. Ask each agency to show a real example of a diagnosis they have done for a similar clinic.
How do I compare proposals from different agencies?
Compare what each includes, who does the work, how success is measured and how communication will work, not only the price. Ask the same questions of each agency and note how openly they answer. Make a table with each agency’s scope, price, team and timeline so you can compare them side by side.
Should I trust promises of top rankings?
It is wise to be cautious. Nobody can guarantee rankings, and fixed-date promises often signal shortcuts. Look for honest timelines, milestones and evidence of similar work instead. Ask what results similar clients have seen and how long they took, without accepting any guarantee.
How do I check how an agency builds links?
Ask exactly how links will be earned, whether any are bought and whether you will see a list. Honest link building is slow, relevant and transparent. Large numbers promised cheaply are a red flag. Ask for a sample report so you can see how readable and honest the reporting will be.
What should I look for in reporting?
Readable, honest reports showing what was done, what happened to visibility and what happened to enquiries and bookings. Agree the frequency, and expect regular contact between reports. Ask for an example of a healthcare page they have written and how it was reviewed.
What contract terms matter most?
Ownership of your accounts, content and data, the notice period and what happens when you leave. Avoid arrangements that lock you in or hold your assets. Read the notice period and ownership terms carefully, and ask a solicitor if you are unsure.
