The documents that make SEO comparable.
An audit is easy to sell and hard to compare. These define the checks, the deliverables, and the line between findings and implementation.
SEO Audit Statement of Work
Every check a real audit covers, deliverable definitions, an explicit out-of-scope list, and fee bands by site size.
Keyword Research and Content Brief
A research sheet that scores winnability rather than volume, and a brief that names the competitive gap.
Backlink Outreach Swipe File
A qualification sheet first, then 12 outreach emails, then the tracking sheet and the numbers worth watching.
Marketing Audit Worksheet
Seven scored parts covering positioning, demand, channels, conversion, content, measurement, and return on spend.
Analytics Measurement Plan
Works backwards from the decision to the metric to the event, so you only build tracking someone acts on.
CRO Test Plan and Experiment Log
A hypothesis format that forces a prediction, a sample size table that stops false wins, and a log that keeps the losses.
Website Launch Checklist
78 checks sequenced by when they have to happen, from two weeks out through launch day to the first month.
Monthly Retainer Agreement
Four retainer models compared, capped rollover and overage, service levels, reporting, pause terms, and a quarterly renewal review.
Social Media Content Plan
A one-page plan built on a weekly pattern, a format bank, a batch-session agenda, and a minimum viable month.
Three things worth knowing before you use them
Fill the blanks, delete the rest
Every ruled blank needs a number, a name, a date, or a deliberate ‘not applicable’. A shorter document you understand beats a long one you copied.
Read it with the other side
The value is the conversation the document starts, not the paper it produces. A clause nobody objected to is usually a clause nobody read.
Get the legal ones reviewed
The agreements are drafting aids, not legal advice. Terms that are standard in one country are unenforceable in another. An hour of a lawyer’s time costs less than the first week of a dispute.
Questions, answered.
What you can do with these, what they are not, and why they are free.
Something else? Ask us directly.
How do I use the audit statement of work?
Send it to every agency you are shortlisting and ask which checks they include and which they do not. The differences in their answers will tell you more than any pitch deck.
Does a bigger audit mean a better audit?
No. A 200-issue report that nobody implements is worth less than a 12-issue plan that gets shipped. That is why the worksheet ends in three ranked actions rather than a findings dump.
Do I need the retainer agreement if I am hiring for a one-off audit?
Not for the audit itself. It matters the moment the engagement turns ongoing, which is where most of the money and most of the disappointment lives.
Are these SEO-specific or general?
The audit statement of work and marketing audit are search-specific. The retainer agreement and proposal template are general enough for any recurring service, and we use them across all of ours.
Will these help if I do my own SEO?
The audit worksheet will. It is the same seven-part pass we run for clients, scored, so it works as a self-audit as well as a supplier check.
Or have it done instead
The templates are the free half of how we work. If you would rather not run the process yourself, tell us what you are working on and we will tell you honestly whether it is worth building, what it depends on, and what we would skip. If the answer is that you do not need us, you will get that too.
Nothing above is gated. The downloads work whether or not you ever contact us.