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How-to guide

How to Write an AI SEO RFP or Brief

By Rahil Jain, founder of Chalk LabsUpdated How we research

The short answer

A good AI SEO brief fits on two pages. State one business goal, list the questions customers ask, define what is in and out of scope, name the access you will give, show a budget range and a timeline, and say how you will score replies. Ask bidders to explain their method and their limits, not to promise rankings.

  • Open with one business goal and the customer questions that matter, not a list of tactics.
  • Give a budget range. One published survey of 300+ SEO professionals puts the average monthly SEO fee at $1,000 to $2,500, for classic SEO. Treat it as a rough guide.
  • Offer read-only access first, and ask every bidder to explain each change they would make.
  • Score replies on proof, method and honesty about limits. Walk away from any bidder who promises a fixed ranking or citation count.

What should an AI SEO brief contain?

A brief needs eight parts: who you are, your goal, the questions your customers ask, scope, access, budget, timeline and scoring. Keep it to two pages. Long briefs get skimmed, and short ones get better questions back.

The brief is also your first test of a supplier. Google advises asking a prospective SEO for examples of past work, expected results and timeframe, and how they will communicate and explain changes 1. Build those questions into the brief so every reply answers them in the same order.

An RFP (request for proposal) is the formal version, often sent to several firms. A brief is the lighter version for one or two conversations. The template below works for both.

Do it step by step

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  1. State the outcome in numbers and a date, for example "12 more qualified enquiries a month by the end of the second quarter". Include what counts as qualified.

    Tip: If you cannot name a qualified enquiry, fix that before you hire.

  2. Write 10 to 20 questions buyers ask before they buy, taken from sales calls and support emails. Mark the five that matter most.

    Tip: Use real wording. It is better than anything an agency invents.

  3. For each work area, mark supplier does, we do, or open to advice. Add what is out of scope, such as paid ads or a site rebuild.

  4. Offer read-only Search Console and GA4 first. State that edit access follows a signed contract, that you own all accounts, and that every site change must be explained.

  5. Write a monthly range, not one number. Add 30, 60 and 90-day checkpoints and a break clause after the first quarter.

  6. Paste the question list below into the brief. Fix the scoring weights before you open any replies.

  7. Ask for replies by a set date and compare them on the scoring sheet together with a colleague. Call references for the top two.

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Copy-ready templates

Two-page AI SEO brief (fill in the brackets)

markdown
# AI SEO brief: [Company name]

## 1. About us
[Two sentences: what we sell, who buys it, where we sell.] Website: [URL]

## 2. Goal
[Business outcome with a number and a date. Define "qualified enquiry".]

## 3. Customer questions
Top five: [question 1] / [question 2] / [question 3] / [question 4] / [question 5]
Full list attached: [yes/no]

## 4. Scope
| Work area | Supplier does | We do | Open to advice |
|---|---|---|---|
| Query research | | | |
| Answer pages | | | |
| Technical readiness | | | |
| Schema and structure | | | |
| Off-site mentions | | | |
| Measurement | | | |
| Reporting | | | |
Out of scope: [paid ads / site rebuild / other]

## 5. Access
Read-only Search Console and GA4 from day one. Edit access only after signing. We own all accounts, domains and content. Every site change must be explained in writing.

## 6. Budget and terms
Budget range: [$X to $Y] per month. Monthly terms with a break clause after month 3.

## 7. Timeline
Day 30: audit and plan. Day 60: pages and fixes live. Day 90: review measures and decide.

## 8. How we will choose
Proof of past work 30%, honesty about limits 25%, method clarity 20%, reporting we can check 15%, price fit 10%. Replies are due [date].

The weights are a starting suggestion. Change them, but fix them before opening any reply.

Questions every bidder must answer

text
1. Show two examples of past work with the measures you used. Which results can we verify ourselves?
2. Describe your method in five steps. What do you do in the first 30 days?
3. How do you find the questions buyers ask AI tools, and how do you test whether pages get cited?
4. Which results do you NOT control, and how do you explain that to clients?
5. How often do you report, in what format, and which numbers can we check independently?
6. Which changes will you make to our site, and how will you explain each one?
7. Will you buy links or run outreach in our name? Tell us before you do it.
8. Who does the work, and who is our contact?
9. What are your terms for ending the contract?
10. Give two references we can call.
11. Do you use AI to draft pages? Who checks every fact, and will you disclose it?

These follow the questions Google suggests asking an SEO: past work, expected results and timeframe, and how changes are explained.

Scoring sheet

markdown
| Criterion | Weight | Bidder A (0-5) | Bidder B (0-5) | Bidder C (0-5) |
|---|---|---|---|---|
| Proof of past work | 30% | | | |
| Honesty about limits | 25% | | | |
| Method clarity | 20% | | | |
| Reporting we can check | 15% | | | |
| Price fit | 10% | | | |
| **Weighted total** | | | | |

Automatic fail: promises a ranking or citation count / claims a special relationship with Google / will not explain the plan / proposes link schemes.

Multiply each score by its weight and add. A bidder who triggers an automatic fail is out, whatever the total.

Which goals and KPIs should the brief set?

Set one business goal first, such as "15 more qualified enquiries a month from search and AI assistants". Then add up to three visibility measures that show progress toward it. A KPI (key performance indicator) is simply a number you agree to watch.

Pick measures you can check yourself. GA4 has an AI Assistant channel for visits from tools such as ChatGPT, Gemini and Copilot, but it excludes Google's AI Overviews and AI Mode, which sit inside Organic Search 4. Google says Search Console includes AI feature traffic in its overall Web search data, with no separate AI report 5. Bing Webmaster Tools added an AI Performance report in public preview in February 2026, with citations, cited pages and grounding queries for Copilot and Bing AI summaries, and Microsoft says the query data is a sample 7.

Add one measure that analytics cannot see. Ahrefs advises asking new customers "How did you hear about us?" with AI tools as an option 6. Our guide to self-reported attribution shows how to set it up.

Do not set a KPI of "rank number one" or "appear in ChatGPT for 50 prompts". Google says no one can guarantee a number one ranking 1, and AI answers vary from run to run. Ask instead for a tracked prompt list, reported monthly with the method stated. See how to build a prompt list.

What belongs in scope, and what should you decide yourself?

List the work areas and mark each as "supplier does", "we do" or "open to advice". Without this, bidders price different jobs and you cannot compare them.

Decide yourself who has the final say on claims about your product, prices and legal wording. A supplier can draft, but you own what is published.

Scope checklist for the brief
Work areaWhat to ask the bidderWhat you decide
Query researchHow they find the questions buyers ask AI toolsWhich markets and customer types matter
Answer pagesHow many pages, who writes them, who checks factsFinal sign-off on every claim
Technical readinessCrawl access, rendering, speed, redirectsWho can change the site, and when
Schema and structureWhich markup, tested howYour brand and author details
Off-site mentionsWhat methods, and what they will not doWhether you allow outreach in your name
MeasurementWhich tools and prompt list, how oftenYour CRM and analytics access
ReportingFormat, frequency, plain-English summaryWho receives it

What access should you give a supplier?

Give read-only access first. For an audit, Google advises granting only read access to Search Console and holding off on write access 1. The same logic applies to GA4: viewer rights are enough to begin.

Move to edit access only after a contract is signed. If a supplier will change your site, Google says they should be willing to explain every change they make 1. Put that into the brief as a requirement. Also state that you keep ownership of all accounts, domains and content.

Google adds that you remain responsible for the actions of any company you hire 1. Ask bidders to list any off-site activity before it happens, including any purchased links.

Should the brief state a budget?

Yes, state a range. A range lets bidders propose a realistic scope instead of guessing. Without one you get quotes that differ widely and tell you little.

For orientation, Backlinko reports from a survey of over 300 SEO professionals that the average monthly cost of SEO services is $1,000 to $2,500, with premium retainers at $2,501 to $5,000 and enterprise above $5,000 2. It also says agencies charge about 30% more than freelancers on average 2. The survey method is not published beyond its sample size, and it covers classic SEO, so treat it as a rough guide for AI SEO.

Disclosure: we sell AI SEO. Our published plans are Strategic Consulting at $1,000 one-time, Strategic Execution at $3,000 a month and Deep Execution at $4,000 a month; judge any bid, ours included, against your own scope. Our page on AI SEO cost explains what drives price.

What timeline should the brief assume?

Plan in checkpoints of work done, not rankings reached. Google says some changes take effect in a few hours and others take several months, and suggests waiting a few weeks before judging whether a change helped 3. No source we hold gives a reliable time to first AI citation.

A workable layout is a 30-day checkpoint for audit and plan, a 60-day checkpoint for pages and fixes live, and a 90-day checkpoint to review measures and decide whether to continue. Ask bidders to say what you will see at each point. See how long AI SEO takes for the evidence.

Include a clean exit. A good brief asks for monthly terms or a break clause after the first quarter.

How should you score the replies?

Score each reply against criteria you fix before reading any of them. Five criteria are enough: proof of past work, clarity of method, honesty about limits, reporting you can check, and fit with your budget.

Give most weight to proof and honesty about limits. Google lists warning signs to be wary of: promises of a number one ranking, claims of a special relationship with Google, secrecy about the plan and link schemes 1. In this brief we treat all four as automatic fails, whatever the score.

Ask for two references and call them. Google suggests asking past clients whether the SEO was useful, easy to work with and produced positive results 1. For a full approach, read how to hire an AI SEO expert and the comparison of in-house versus agency.

When is a written brief overkill?

If your budget is a few hundred dollars a month, skip the formal brief. Run a 30-minute call, use the questions in the template, and ask for a one-page proposal. Our guide to doing AI SEO on a small budget shows what to do yourself first.

If you have not yet checked the basics, such as whether AI bots can read your site, do that before paying anyone. The free AI Crawler Checker takes a minute.

Frequently asked questions

What is the difference between an RFP and a brief?

An RFP (request for proposal) is the formal document sent to several suppliers, usually with strict rules for replies. A brief is a shorter version for one or two conversations. Both state your goal, scope, access, budget and timeline, so you can use the same template.

How long should the brief be?

Two pages is enough. Put the goal and the customer questions first, because they shape every proposal. Attach long material, such as a full question list or a site map, as separate files so the main document stays easy to read.

Should I ask bidders to promise results?

No. Google says no one can guarantee a number one ranking on Google 1, and AI answers change between runs. A bidder who promises citations or rankings is making a promise they cannot control. Ask for a method, checkpoints and honest reporting instead.

What access is safe to give before signing?

Read-only access to Search Console and GA4 is a sensible start. Google advises granting only read access to Search Console for an audit, and holding back write access 1. Give edit access to the website only after a contract is signed.

How many suppliers should I invite?

Three is usually enough to compare. More replies add reading time without adding much information. Choose a mix, such as one freelancer, one small agency and one larger firm, then score all of them on the same sheet.

About the author

Rahil Jain

Rahil Jain is an AI SEO (answer engine and generative engine optimisation) consultant and co-founder of Chalk Labs.

LinkedIn · Method and credentials

Sources

  1. Do you need an SEO? · Google Search CentralOpened October 20, 2026. Supports: Questions to ask an SEO, red flags (guarantees, special relationship claims, secrecy, link schemes), read-only access advice, explaining changes, responsibility for hired firms. Page last updated 2026-06-05.
  2. SEO Pricing: How Much Does SEO Cost in 2026? (New Data) · BacklinkoOpened October 20, 2026. Supports: Average monthly SEO cost $1,000-$2,500; retainer bands; agencies about 30% more than freelancers; survey of over 300 professionals. Updated 29 December 2025.
  3. SEO Starter Guide: The Basics · Google Search CentralOpened October 20, 2026. Supports: Changes can take a few hours to several months to show; wait a few weeks before assessing. Page last updated 2025-12-10.
  4. [GA4] Default channel group · Google Analytics HelpOpened October 20, 2026. Supports: AI Assistant channel excludes AI Overviews and AI Mode; Organic Search includes them.
  5. AI features and your website · Google Search CentralOpened October 20, 2026. Supports: AI feature traffic is included in overall Web search data in Search Console. Page last updated 2025-12-10.
  6. AI Search ROI Is Messy. Here's How to Measure It Anyway · Ahrefs BlogOpened October 20, 2026. Supports: Advice to ask "How did you hear about us?" with AI tools as an option. Published 6 October 2026; vendor guidance.
  7. Introducing AI Performance in Bing Webmaster Tools Public Preview · Microsoft Bing Webmaster BlogOpened October 20, 2026. Supports: AI Performance report shows total citations, average cited pages and grounding queries (a sample) for Copilot, Bing AI summaries and select partners. Published 10 February 2026.
How this page was made. Built on Rahil Jain's AI SEO method and drafted with AI research assistance. Every statistic links to the page we read it on (opened October 20, 2026 or nearby). Published October 20, 2026; last updated October 20, 2026. Chalk Labs sells AI SEO services, so we have a commercial interest in this topic. Spotted an error? Tell us and we will fix it.