A defined website and target market
The quote should identify the website, the services or products being prioritised and the relevant market. A single-location service business and a large online store need different research, content and technical work.
Deliverables and implementation responsibilities
Ask whether the price covers recommendations, implementation or both. The scope should explain who edits content, who handles development and who approves changes. It should also describe what happens when work depends on access or information you have not supplied.
Fees, currency and third-party costs
Check whether the price is a one-off project fee or recurring monthly support. Confirm the currency, billing arrangements and any separate development, software or publishing costs. A starting price is not a complete quote.
Reporting and review
Agree the data sources, review frequency and report format. Ask to see the kinds of information included: completed tasks, affected URLs, performance observations and proposed next steps. Avoid evaluating the work by a single ranking screenshot.
Changes and cancellation
The agreement should explain how additional work is approved and priced. Read cancellation and handover terms before committing. Your business should know what files, content and access it will retain.
Read the Google Search Central SEO Starter Guide for further guidance.