Choose an inspectable outcome
Define period, territory, exclusions and measurement source. Qualified enquiries need criteria accessible to both parties. A keyword position is not revenue. Branded terms, seasonality and parallel campaigns affect interpretation.
Record scope limitations
Identify publishing, approval, engineering and enquiry-handling responsibilities. Deployment delays should remain visible in reports. Measurement or offer changes need a review of definitions rather than silent adjustment of figures.
Preserve inspection rights
Clients should be able to inspect content, links and access. Distinguish targets, observed results and work commitments. Payment and exit terms need review in their contractual context. This guide offers scoping questions, not a contract ready to sign.
- Event
- Scope
- Responsibilities
- Inspection
Worked example
Instead of paying when ten keywords rank first, an arrangement can specify which enquiries qualify, how duplicates are handled and which period allows verification.
Check before moving on
These checkboxes are not saved.
Sources & method
Sources reviewed on 1 October 2026. Worked calculations use explicitly hypothetical inputs.
Topic provenance: SEO à la performance ? OK, mais pas n’importe comment ! (2010-09). Search Engine Feng Shui. Byline retained in the publication feed: fhouste.
This guide is newly written in 2026. It does not reproduce the earlier text and is not attributed to its historical author.