An SEO RFP asks agencies and consultants how they would find and fix what limits organic performance on your store, and who will implement the changes. It asks for evidence and prioritisation, not a fixed list of tasks.
The generator records what data is available, who deploys changes, and whether the work is advisory or execution, so proposals do not assume developer time or content production you have not offered.
Your answers stay on your device. The generator runs in your browser: nothing you type is uploaded or stored on our servers, there is no account, and nothing goes to suppliers unless you send the files yourself. Site analytics count page visits, steps reached and downloads, never what you type.
What this RFP covers
Evidence first
Suppliers explain which sources they would use, such as Search Console, analytics, crawl exports and server logs, and how findings tie to templates, categories and revenue.
Implementation ownership
The RFP records who writes tickets, changes code and content, deploys and validates. If execution is requested with no implementation owner, it stays an open dependency in the document.
Measurement
Proposals separate business results from sampled visibility and diagnostic metrics, and state baselines, seasonality and attribution limits.
Methods
Link acquisition, digital PR and AI search work are included only if you select them, with methods disclosed and approved. Guaranteed rankings or AI citations are flagged as non-credible commitments.
Migrations and international sites
If a site move is coming, the SEO partner can own specifications and QA while another party implements redirects. International scope covers search relationships, not tax or payments.
Question areas used: business, outcomes and scale; current technology and ownership; ecommerce seo and organic growth; ai search assessment; international and multiple storefronts; replatforming, data and cutover; timetable, costs and selection. Specialist areas such as B2B, subscriptions or several markets appear only when your answers make them relevant.
Some of the questions it asks you
S01What SEO engagement do you need?
S05What evidence is available?
S08How are filters, sorting, internal search, pagination and URL parameters handled today?Filters and sorting can create very large numbers of near-duplicate URLs.
S18Who researches, briefs, writes, approves, publishes, localises and checks content?
S20Who diagnoses issues, writes tickets, changes code or content, deploys, validates and signs off?SEO recommendations only help once they are implemented, so this decides much of the result.
S21What developer capacity, staging access, release cadence and review turnaround are available?
S25Are digital PR, link acquisition, editorial outreach or other authority-related services in scope?Not included unless you select them.
Every question can be answered, marked unknown, not applicable, or kept private.
What suppliers send back
A diagnosis approach and prioritised work plan
Named implementation responsibilities for each recommendation
A measurement plan with stated limits
Fees separated from tools, content production and optional services
How proposals are compared
Default criteria and weights in the private evaluation workbook. Editable before you issue the RFP; they are starting points, not a standard.
Understanding and diagnosis
25
Approach and implementation fit
20
Evidence, validation and measurement
20
Proposed people and relevant experience
15
Cost and commercial clarity
10
Methods, ownership and exit
10
Scores show coverage until every criterion is assessed. A failed eligibility gate excludes a supplier whatever its score.
Worked example
SEO advisory for an international retailer. Discovery, technical SEO, content briefs and staging QA. The internal team deploys changes; no copy production or developer retainer. The business is fictional.
Anonymous buyer invites proposals for the following work package: SEO.
What prompted this project: Organic sessions to category pages fell after a redesign, and three new markets launch next year.
Priority outcomes: Recover non-brand organic revenue to category pages.
How ready are you for proposals?
Ready for proposals
2. Business context
How do you sell?
Direct to consumer (B2C)
Which countries, languages, currencies, brands and storefronts are in scope?
Country or region
Language(s)
Currency
United Kingdom
English
GBP
Germany
German
EUR
France
French
EUR
Priority outcomes
Outcome
Baseline status
Target status
Data source
Recover non-brand organic revenue to category pages
Known
To agree
Analytics and Search Console
3. Current environment and constraints
What platform, edition or version and storefront approach do you use today?
Headless storefront on a hosted commerce platform (fictional)
4. Work packages, scope and exclusions
Work package
Services
Addressed to
SEO
SEO
SEO agencies and consultants
9 more sections in the full document.
Frequently asked questions
Should an SEO RFP ask for a free audit?
No. The generator suggests a short exercise instead: explain how you would investigate one observed category-level issue, which evidence you would prioritise and how you would work with the developers. A complete audit is not expected at proposal stage.
Can I ask an SEO agency to guarantee results?
The generator flags ranking, traffic and AI citation guarantees as commitments a supplier cannot credibly make. It asks for a measurement plan with a baseline instead.
Does an SEO retainer include technical support?
Not automatically. Incident response, patching and maintenance only appear if you add a support workstream.