SEO: How to read the offer
A missing line is not automatically a bad sign. Different providers work differently. An absence is a reason to ask, not a verdict.
What the offer should contain
Hours split by type of work
Technical, content, analysis. A single monthly lump sum cannot be checked in any way.
Who implements changes
Explicitly, with hours. This is the difference between a service and a document of recommendations.
What will be reported on
A named metric and a named horizon by which it is expected to move.
Access and ownership
Whose name Search Console, Analytics and everything created under the contract are in.
What remains on termination
One sentence. If it is missing, ask and put it in the contract.
The first 30 days, separately
Serious work starts with analysis. An offer that begins publishing on day one skipped a step.