The verdict in three sentences
A good SEO RFP turns a vague tender into an objective comparison of vendors, on weighted criteria rather than price alone. In London in 2026, serious retainers sit between EUR 1,000 and 4,000/month with 6-12 month commitments. The two traps to ban: position guarantees and bulk link buying, both signals of a risky vendor.
Structure of a solid SEO RFP
A usable RFP describes context, measurable objectives, scope and expected deliverables. Without it, you compare incomparable proposals. The essential sections:
| Section | What it must contain |
|---|---|
| Context | Sector, target, competitors, SEO history |
| Objectives | Quantified lead/traffic KPIs, 6-12 month horizon |
| Scope | Technical, content, link building, GBP |
| Deliverables | Audit, editorial plan, monthly reporting |
| Constraints | CMS, access, brand, languages |
| Terms | Commitment length, reversibility, content ownership |
Always require ownership of content and access (Search Console, CMS): too many companies discover at contract end that they own nothing.
Weighted scoring grid
To separate offers without subjectivity, score each vendor on weighted criteria. A 2026 template:
| Criterion | Weight | What is assessed |
|---|---|---|
| Methodology | 25 % | Plan clarity, prioritisation |
| Sector references | 20 % | Comparable, quantified cases |
| Reporting transparency | 15 % | KPIs, access, frequency |
| Content quality | 15 % | Samples, expertise |
| Price | 15 % | Value/budget ratio |
| Commitment & reversibility | 10 % | Length, ownership, exit |
Price weighs only 15 %: the cheapest is rarely the best in SEO. A EUR 1,200/month offer with no content or transparency costs more in the end than a structured EUR 2,500 offer.
Market price ranges 2026
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| Vendor profile | Monthly retainer (EUR) | Commitment |
|---|---|---|
| SEO freelancer | 800 - 1,800 | 3 - 6 months |
| SME agency | 1,500 - 3,000 | 6 - 12 months |
| Premium agency | 3,000 - 4,000+ | 12 months |
Mini case study
Oliver, marketing lead of a B2B SaaS vendor in central London, runs an RFP and receives 6 proposals from EUR 1,100 to 3,800/month. Applying the weighted grid, he rejects the cheapest (position guarantee + bulk links, scoring 42/100) and picks a EUR 2,600/month agency scoring 84/100. Over 12 months: EUR 31,200. Contracted objective: +40 % organic traffic and 25 leads/month by month 8. The grid spared him a risky vendor that could have triggered a penalty and cost months of traffic.
FAQ
How much does SEO cost in London in 2026? Serious retainers range from EUR 1,000 to 4,000/month. A freelancer starts at EUR 800-1,800, an SME agency at EUR 1,500-3,000, a premium agency above EUR 3,000.
Should I demand a results guarantee? Demand commitments on lead and traffic KPIs, never a guarantee of a precise position. Any "guaranteed #1 position" promise is a major red flag.
What commitment length to ask for? As SEO is cumulative, a 6-12 month commitment is standard and legitimate. Include a reversibility clause and content ownership at exit.
How to separate two close offers? Use a weighted scoring grid where price weighs only 15 %. Methodology, references and reporting transparency separate vendors better than price.
Which traps to avoid in proposals? Position guarantees, bulk link buying (PBNs), no client access to Search Console, and no ownership of produced content. These four points should be disqualifying.
Let's scope your project. Send us your RFP or your objectives and budget (EUR 1,000-4,000/month): we'll respond with a structured proposal and a KPI grid. Detailed quote within 48 h. WhatsApp +221 77 596 93 33.
Mohamed Bah
Fondateur, Kolonell
Passionate about digital and entrepreneurship in Africa, Mohamed has been helping Sénégalese businesses with their digital transformation since 2020. Founder of Kolonell, he believes every SME deserves a professional and accessible online présence.
