[your logo here]

SEO Campaign Brief

[your business name here] Professional SEO
Prepared by [your name here]

[your business name here]

1. PURPOSE OF DOCUMENT

This document exists to give a clear brief to the stakeholders involved with the optimization and
marketing of the [clients business name] website. It outlines the reasons for the project, the objectives
and deliverables and makes clear the quality of work expected and the acceptance criteria required by
[clients business name].

2. BACKGROUND

The organisation
[clients business name] comprises several directorates and departments which focus on a range of
disciplines:
[insert departments of organisation here]

This list may expand in due course to cover all staff in [clients business name].
[clients business name] is a national organisation and they have regional offices (including [decription of
other centers and regional offices if applicable]) across the country including [other regions and or
states].

The process

[insert what actions have been taken to identify how or why the work has been requested]

[EXAMPLE BELOW]

[clients business name] was hired to investigate the issues and consequently oversee the optimization
and marketing of the [clients business name] website.

To start the process off, a comprehensive series of interviews were held with [clients business name]
staff whose views and recommendations were used to inform the decision making process of the
development of the website.

3. PROJECT DEFINITION AND OBJECTIVES

Website

A key objective is to raise awareness of [clients business name] and what [clients business name] does
(as well as where [clients business name] operates). In addition, we need to develop the corporate
understanding of the organisation and its role in delivering educational solutions, both internally and
externally.

The functional objective of the campaign is to ensure improved exposure through way of increased
search placement positioning of the website through selective SEO strategies. It is anticipated that
traffic, conversion rates, and sales will improve upon implementation of these strategies. Monitoring,
reporting and tracking will be implemented to ensure this.

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Scope
Across the whole website, taking in all disciplines and corporate information while taking into account
further disciplines joining [clients business name] in the future and ensuring that easy integration is
possible

Outline Project Deliverables

Website

[insert list of deliverables here]:

Main Offices

[insert departments of the business here if applicable eg display separate departments if you
are performing SEO for a site for a large organisation, otherwise just list head office or the
primary location of the business]

East Region Office

Far Northern Institute
North Region Centre
South East Region
West Region Centre

Exclusions

Internet

[clients business name] [description of what is not included in the task] are not included.

Constraints

[insert the list of constraints here such as budget, human resources, materials etc]

Optimization Overview

[briefly list SEO strategies that will be implemented here]

4. PROJECT CONTACTS

Business
Miss John Smith
PR and Marketing Officer
01234 5678 91011
email@businessname.com
Communications
Queen Street Office
123 Queen Street City
Technical
Mr Colin Brown
Web Manager
1110 9876 6543
email@businessname.com
IT Department
3rd Floor, 2 Central Quay
5 Johnson Street
Cityname

5. PROJECT TOLERANCES

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Functionality

The most important aspect of this project is search placement, and list building. [clients business name]
has its own internal experts who will be able to judge the functionality of the website itself and adapt if
required.

Time

There may be delays during the changeover to ensure comprehensive quality assurance, functionality
and load testing. [clients business name] is aware of these expected delays. Time however will remain of
the essence during this phase of the campaign if performed.

Cost

A defined budget exists for this project. See SEO Contract.

Quality of product

The extent of any visual/design changes made to the website in order to improve onsite optimization, will
be decided by the staff of [clients business name]

6. CUSTOMER QUALITY EXPECTATIONS

As a special [clients business name] board focused on training and development within the team, it is
essential that [clients business name] is portrayed as an organisation which exceeds quality
expectations. [clients business name] has several key stakeholders including:

[clients business name] staff

Inhouse training deparment

[other team members who assist with quality measures]

It is imperative that the [clients business name] website are presented, to these stakeholders, in a
manner which is of the highest quality ensuring that visitors to the sites instantly associate with [clients
business name] as being a fundamentally significant and highly professional organisation especially in
regards to it being a public funded organisation. Our stakeholders expect us to satisfy their expectations
and requirements and comply with all given standards therefore the website must be of the highest
quality where ease of access, navigation and visual effect are of prominent importance.

7. ACCEPTANCE CRITERIA

[insert your business name here] shall follow a methodical and detailed procedure in terms of your
campaigns implementation. This step by step process is outlined below.

Process

Stage 1 Initial consultation, client needs analysis and website audit.

Stage 2 Keyword research, SEO strategies, competitive analysis.
Stage 3 Implementation of SEO strategies, ongoing monitoring and reporting.
Stage 4 Acceptance of project. Handover and signoff.

8. RISKS

Potential risk elements associated with the project.

[list of potential risk factors, such as outages, downtimes, etc]

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