SEO audit quotation
Quotation template for SEO consultants: crawl error audit, keyword research and page optimization recommendations. Fill it in online or download Excel or Word.
Templates by industry
- Crawl error audit
- Keyword research
- Page optimization recommendations
Preparation guide
Example workflow
Confirm scope and quantities
Example: start with "Crawl error audit", confirm the required quantity and client inputs, then agree completion criteria for each item.
Review and approve the quotation
Confirm acceptance evidence for "Page optimization recommendations", all line quantities, exclusions and quote validity with the customer, and retain the approved version.
Deliver and prepare billing
Deliver the activity log, results with reporting periods and data sources, and a list of next actions. When the agreed milestone is complete, prepare an invoice using actual quantities and approved changes.
An SEO audit quotation prices a one-off review of a website before any work is done on it: crawling the site for broken links, redirects and indexing problems, researching the search terms worth targeting, and writing page-by-page recommendations. It is a finished piece of analysis rather than a monthly retainer, so the price depends mostly on the size of the site. State how many URLs you will crawl and whether fixing the issues is part of the job or a later quotation.
Fields to prepare
- Deliverables and line items
- Crawl error audit, Keyword research, Page optimization recommendations: specify the planned quantity and delivery scope for each item.
- Crawl error audit
- Give the crawl limit in URLs or the site sections included, because a shop with filter pages can produce far more URLs than the client expects.
- Keyword research
- Say how many topics, product groups or markets the research covers and in which language, so a second market can be quoted as extra work.
- Page optimization recommendations
- State how many pages receive written recommendations and in what form, such as a spreadsheet or a report, and that making the edits is excluded unless a line says otherwise.
- Channels and activity volume
- List the accounts, sites or campaigns and the number of publishing, analysis or optimization tasks.
- Period and reporting basis
- Set the service period, comparison baseline, client-supplied data and report delivery date.
- Scope to agree
- Define the crawl URL scope, keyword research subjects, recommendation format and whether implementation is included.
Before sending
- Does “Crawl error audit” say what is included and what quantity the price assumes?
- Would the customer read “Keyword research” the way you do, including what it leaves out?
- Can you still honour the price of “Page optimization recommendations” on the last day the quotation is valid?
Show 3 more
- Identify whether media spend, paid tools and content production are included.
- Base acceptance on agreed work and reports without treating a ranking or revenue result as a guaranteed deliverable.
- Check quote validity, the customer approval method and payment milestones.
Worked example with sample figures
The figures below are invented to show how the template adds up: 3 lines in USD, with an example tax rate of 8%.
| Item | Quantity × unit price | Amount |
|---|---|---|
| Crawl error audit | 12 × $180.00 | $2,160.00 |
| Keyword research | 5 × $750.00 | $3,750.00 |
| Page optimization recommendations | 10 × $60.00 | $600.00 |
| Subtotal | $6,510.00 | |
| Sales tax (8%) | $520.80 | |
| Total | $7,030.80 | |
Quoted net amount $6,510.00, sales tax $520.80, quoted total $7,030.80.
What the document must show
The details a quotation has to show, and why each one matters, are set out in the guide below.
The sales tax depends on where the work is supplied, so set the rate that applies to your customer before sending.
Official rate reference: US government: state and local taxes
Full requirements: How to write a quotation: format, example and checklist
Frequently asked questions
What do I need from the client before the audit starts?
Usually read access to their search console and analytics, if they have them, and a list of priority pages or products. Write in the quotation which access you need and that the start date depends on receiving it, so a slow handover does not eat into your schedule.
What if the site turns out much larger than the client described?
Quote against a stated URL count. If the first crawl finds far more pages, pause and send a revised quotation before carrying on, rather than absorbing the extra work or adding it to the invoice without warning.
Should fixing the issues be quoted in the same document?
It can be, as optional lines below the audit, so the client can accept the audit alone. A client who wants to see the findings first is better served by a second quotation after the audit, priced from the actual issue list.
How is the sales tax worked out on this quotation?
The worked example above uses an example rate of 8%: $520.80 on a net amount of $6,510.00, for a total of $7,030.80. The editor recalculates all three when you change a quantity, a price or the country.
Can I add my logo and signature?
Yes. The From section of the editor has a place for your company logo and for a signature or seal image. Uploading a picture needs a free account, and a member can keep both in settings so that every new document starts with them.
Read next
Reading for the SEO audit quotation: How to write a quotation: format, example and checklist and Estimate vs quote: what binds you, with a remodeling example. The VAT and GST calculator adds tax to your quoted prices.