RFP for Selecting an SEO Agency: Template, Questions, and Scorecard with Semantic SEO Focus
If you’re evaluating SEO agencies, a well-structured RFP (Request for Proposal) lets you compare “apples to apples” and avoid decisions based on vague promises.
This article is designed for anyone searching for something like “seo agency rfp” (vendor selection). It also applies if you call it “request for proposal,” “tender,” “agency pitch,” or “vendor evaluation.”
It also includes a chapter on semantic SEO as an advanced criterion: architecture, entities, internal linking, and a methodology that connects content with intent.
If you want a quick way to start with data, the most efficient step is usually a semantic SEO audit / initial diagnostic to get an executable plan (clusters, priorities, and quick wins—high-impact improvements).
Table of Contents
- What is an RFP and When Should You Use One?
- RFP Structure: Essential Sections
- Key Questions to Include
- Semantic SEO Evaluation Criteria
- RFP Template (Copy/Paste)
- Common RFP Mistakes to Avoid
- After the RFP: Next Steps
What is an RFP and When to Use One
An RFP (Request for Proposal) is a formal document you send to potential vendors asking them to propose how they’d solve your problem, at what cost, and with what timeline.
Use an RFP when:
– Budget exceeds $5,000/month or significant annual investment
– Multiple stakeholders need to approve the decision
– You’re comparing 3+ agencies with different approaches
– Previous agency relationships ended poorly
– You need documentation for procurement/compliance
Skip the formal RFP when:
– You have a trusted referral and just need validation
– Budget is small and risk is low
– You need to move extremely fast
– Only one qualified vendor exists in your niche
RFP Structure: Essential Sections
A complete SEO RFP should include:
1. Company Background
- Brief description of your business
- Current website(s) and CMS platform
- Target markets and languages
- Business goals the SEO should support
2. Current SEO Status
- Existing traffic and ranking data (share what you can)
- Previous SEO work (in-house or agency)
- Known issues or penalties
- Competitors you’re tracking
3. Scope of Work
- What you expect the agency to handle
- What’s off-limits or handled internally
- Content creation expectations
- Technical access and approval processes
4. Timeline and Budget
- Contract length preference
- Budget range (or ask them to propose tiers)
- Expected start date
- Key milestones or deadlines
5. Proposal Requirements
- Format and length expectations
- Questions they must answer
- Case studies or references required
- Deadline for submission
6. Evaluation Criteria
- How you’ll score proposals
- Weight of each criterion
- Decision timeline
Key Questions to Include
Strategy Questions
- “Describe your SEO methodology in 3-5 steps”
- “How do you prioritize what to work on first?”
- “What’s your approach to content vs. technical SEO balance?”
- “How do you handle international/multilingual SEO?”
Technical Questions
- “Walk through how you’d handle a site migration”
- “What’s your approach to JavaScript SEO?”
- “How do you identify and resolve crawl/index issues?”
- “What tools do you use and why?”
Content Questions
- “How do you decide what content to create?”
- “What does your content brief include?”
- “Do you create content or work with our team?”
- “How do you optimize existing content vs. creating new?”
Reporting Questions
- “What metrics do you track and report on?”
- “What does a typical monthly report include?”
- “How do you communicate beyond reports?”
- “How do you handle underperformance?”
Team Questions
- “Who will work on our account day-to-day?”
- “What’s the experience level of the team assigned?”
- “How do you handle team transitions?”
- “What’s your capacity—are you taking on many new clients?”
Semantic SEO Evaluation Criteria
Modern SEO requires more than keyword optimization. Add these questions to evaluate semantic capabilities:
Entity Understanding
- “Do you optimize for entities or primarily keywords?”
- “Show me how you’d analyze a page for entity coverage”
- “How do you approach Knowledge Graph optimization?”
Topic Architecture
- “How do you structure content clusters?”
- “What’s your internal linking methodology?”
- “Show me a topic map you’ve created for a client”
AI Search Readiness
- “What’s your approach to GEO/LLMO (AI search optimization)?”
- “How do you prepare content for answer engines?”
- “Are you tracking AI Overviews or similar features?”
Scoring Semantic Capabilities
| Level | Description |
|---|---|
| Advanced | Deep entity methodology, topic clusters, AI-ready strategy, can show examples |
| Intermediate | Mentions semantic concepts, some implementation experience, evolving approach |
| Basic | Aware of semantic SEO, limited practical application, still keyword-focused |
| None | No entity or topic cluster methodology, traditional keyword approach only |
RFP Template (Copy/Paste)
[YOUR COMPANY] SEO AGENCY RFP
SUBMISSION DEADLINE: [DATE]
QUESTIONS DUE: [DATE - typically 1 week before deadline]
EXPECTED DECISION: [DATE]
---
1. COMPANY OVERVIEW
[Company Name] is a [brief description] operating in [markets].
Our website: [URL]
CMS: [Platform]
Monthly organic traffic: [approximate]
Current SEO: [in-house/agency/none]
---
2. PROJECT GOALS
Primary objectives:
- [Goal 1]
- [Goal 2]
- [Goal 3]
Target markets/languages: [list]
Key competitors: [list]
---
3. SCOPE OF WORK
We're looking for an agency to handle:
☐ Technical SEO audits and implementation
☐ Content strategy and creation
☐ Link building/digital PR
☐ Local SEO
☐ International SEO
☐ Reporting and analytics
☐ Other: [specify]
---
4. BUDGET AND TIMELINE
Budget range: [$ - $ monthly] or [Request tiers]
Contract preference: [6 months / 12 months / flexible]
Desired start: [Date]
---
5. PROPOSAL REQUIREMENTS
Please include:
1. Your understanding of our situation
2. Proposed strategy and methodology
3. Specific deliverables and timeline
4. Team assigned (bios and experience)
5. 2-3 relevant case studies
6. Pricing breakdown
7. References we can contact
Format: PDF, max 15 pages
Submit to: [email]
---
6. QUESTIONS TO ADDRESS
[Include 10-15 questions from the list above]
---
7. EVALUATION CRITERIA
We will evaluate proposals based on:
- Strategic approach (25%)
- Relevant experience (25%)
- Team quality (15%)
- Semantic SEO capabilities (15%)
- Pricing and value (10%)
- Communication quality (10%)
---
8. PROCESS
- RFP issued: [date]
- Questions due: [date]
- Q&A responses: [date]
- Proposals due: [date]
- Shortlist interviews: [date range]
- Decision: [date]
Contact for questions: [name, email]
Common RFP Mistakes to Avoid
❌ Being too vague about goals
“Improve SEO” isn’t a goal. “Increase organic traffic to product pages by 40% in 12 months” is.
❌ Hiding your budget
Agencies can’t propose appropriate solutions without budget context. At least provide a range.
❌ Asking for free strategy
Requesting detailed audits or strategies before engagement is unprofessional. Ask for methodology and examples instead.
❌ Ignoring cultural fit questions
Technical capability matters, but so does how you’ll work together. Include questions about communication style and process.
❌ Too many questions
20+ questions creates proposal fatigue. Focus on what actually differentiates agencies.
❌ Unrealistic timelines
Giving agencies 3 days to respond means only desperate ones will apply. 2-3 weeks is reasonable.
After the RFP: Next Steps
1. Score Independently
If multiple stakeholders, each scores proposals before discussing to avoid groupthink.
2. Shortlist 2-3 Finalists
Invite top scorers for deeper conversations.
3. Check References
Actually call their references. Ask about challenges, not just successes.
4. Request Clarification
If anything in the proposal is unclear, ask before deciding.
5. Negotiate Terms
Once you’ve chosen, negotiate scope and pricing details before signing.
Related Resources
- Scorecard to Evaluate SEO Agencies – Detailed scoring methodology
- Semantic SEO Audit – Start with data before the RFP
This RFP framework is used by Pos1 to help clients select the right SEO partners across markets.