Free Freelance SEO Specialist Contract Template for Canada

A freelance SEO specialist contract is critical for setting realistic expectations and measurable goals in one of digital marketing's most results-driven disciplines. SEO engagements are unique because results take time — typically 3-6 months — and success depends on factors beyond the freelancer's control, including Google's algorithm changes and competitor actions. This free SEO contract template addresses the specific challenges of SEO engagements in Canada: defining deliverables that are within the specialist's control (audits, optimizations, content recommendations), setting realistic performance expectations without guaranteeing specific rankings, managing reporting cadence, and protecting both parties when results take longer than expected. Whether you're hiring for a technical SEO audit, ongoing content optimization, or a comprehensive SEO strategy, this template ensures transparency and accountability.

SEO is one of the most commonly misunderstood services in digital marketing, making contracts especially important. Clients often expect guaranteed first-page rankings or immediate traffic increases, while the reality is that SEO is a long-term investment with variable timelines. Without a contract, disputes arise over what constitutes "results," whether the specialist's recommendations were properly implemented, and who is responsible when traffic doesn't increase as quickly as hoped. A contract protects both parties by defining specific, measurable deliverables (audit reports, optimized pages, link-building activities), setting realistic expectations about timelines, and establishing a clear reporting framework. For Canadian SEO specialists, a contract also addresses jurisdiction-specific considerations like bilingual SEO for English and French content.

SEO contracts require performance-related clauses not found in typical freelance agreements. Include a "no guarantee" disclaimer — clearly state that the specialist cannot guarantee specific rankings, traffic levels, or revenue outcomes, as these depend on search engine algorithms, competitor actions, and the client's implementation of recommendations. Define the reporting framework: what metrics are tracked, how often reports are delivered, and which tools are used (Google Analytics, Search Console, SEMrush, Ahrefs). Add an implementation clause specifying who is responsible for implementing technical and on-page changes — the SEO specialist, the client's development team, or a third party. Include a website access clause defining what access the specialist needs (CMS, Google Analytics, Search Console, hosting) and security protocols for credential handling. Define the minimum engagement period — SEO typically requires 6-12 months to show meaningful results.

SEO scope of work should separate one-time audits from ongoing optimization activities. For an SEO audit: technical audit covering site speed, crawlability, indexation, and structured data; on-page audit covering titles, meta descriptions, headers, and content quality; off-page audit covering backlink profile and domain authority; local SEO audit (if applicable) covering Google Business Profile and citations; and competitive analysis covering top 3-5 competitors. For ongoing SEO management: monthly keyword research and tracking, on-page optimization for a specified number of pages per month, content briefs or recommendations, technical issue monitoring and resolution, link-building activities (specify white-hat methods only), and monthly performance reporting. Define what's excluded: content writing, web development, paid advertising, and social media management. Specify the keyword tracking scope — number of keywords monitored and tools used.

SEO engagements typically use monthly retainer pricing given the ongoing nature of the work. Specify the monthly retainer fee, the minimum engagement period (typically 6 months), and the included scope per month. For one-time audits, 50% upfront and 50% upon delivery is standard. Include a "ramp-up" provision — the first month often involves more audit and setup work, which may be billed at a higher rate. Define what happens if the client wants to pause the engagement (typically allowed with 30 days notice, but the client cannot "bank" unused hours). For performance-based compensation, if included, tie bonuses to specific, measurable metrics like organic traffic growth or lead generation — never to specific keyword rankings, as these are too volatile. Late payment terms: net-15 with 2% monthly interest on overdue invoices.

SEO deliverables have unique IP characteristics. Custom content (blog posts, page copy) typically transfers to the client upon payment. However, SEO strategies, keyword research frameworks, link-building processes, and reporting templates often represent the specialist's proprietary methodology. The contract should specify: audit reports and recommendations transfer to the client; custom content written for the client's site transfers upon payment; proprietary tools, scripts, and methodologies remain the specialist's property; keyword research data transfers to the client but the research methodology does not. Address third-party tool access — the specialist may use their own Ahrefs, SEMrush, or Moz subscriptions, and the client is not entitled to ongoing access after the engagement ends.

SEO contracts should include a minimum engagement period with termination provisions afterward. Typical terms: the first 6 months is a fixed commitment (since SEO needs time to show results), after which either party can terminate with 30 days notice. If the client terminates before the minimum period, they pay a cancellation fee equal to 50% of the remaining retainer payments. Upon termination, the specialist delivers: all completed audit reports and recommendations, access credentials for any tools or accounts set up for the client, a summary of work completed and in-progress optimizations, and recommendations for maintaining SEO momentum. The specialist should remove their own tool access and return any client credentials.

SEO specialists access sensitive data about the client's digital performance and marketing strategy. The confidentiality clause should cover: Google Analytics and Search Console data, conversion rates and revenue data, keyword strategies and content plans, backlink profiles and link-building strategies, and competitive intelligence gathered during analysis. Specify that the SEO specialist will not share the client's performance data with competitors or use the client's keyword strategies for competing businesses. However, general industry knowledge and SEO best practices are not confidential. The specialist should be allowed to reference the client relationship and general results (e.g., "increased organic traffic by 150%") in their portfolio without revealing specific data.

Canadian SEO specialists face jurisdiction-specific considerations. For bilingual websites, address English and French SEO separately — keyword research, meta descriptions, and content optimization for both languages may be in or out of scope. If working with clients in Quebec, ensure content recommendations comply with the Charter of the French Language. For local SEO, understand the nuances of Google Business Profile optimization across Canadian provinces and cities. If the SEO strategy involves email outreach (for link building or PR), ensure compliance with CASL. Content recommendations must comply with the Competition Act — avoid deceptive or misleading claims. GST/HST applies to SEO services; clarify tax handling and include your business number on invoices.