Is a cover letter always required on Upwork?

Yes, every proposal includes a cover letter field that must be filled before submitting.

Can I use the same proposal for every job?

No. Use a base template, but always tweak it for the client’s specific needs.

What’s more important — the cover letter or the proposal?

Both matter. The cover letter draws them in, the proposal seals the deal.

Should I include my rate in the cover letter?

Only if the client hasn’t set a budget. Otherwise, include pricing in the proposal body.

How long should my proposal be?

Keep it between 200 to 500 words. Long enough to add value, short enough to stay readable.

Winning SEO Freelance Proposal Guide for More Clients

How to Write a Winning Proposal for SEO Freelance Jobs

In a digital marketplace where SEO skills are in high demand, your proposal is your first (and sometimes only) chance to make an impression. Whether you’re applying through Upwork, Freelancer, or pitching directly to potential clients, a polished, strategic proposal will set you apart from the competition. If you want to master the art of the SEO proposal for freelancer work and craft an irresistible SEO freelancer pitch, this guide will walk you through every crucial step.

1. Understand What Clients Are Looking For

Before writing a single word, read the job post carefully. Clients hiring SEO freelancers often want one or more of the following:

Website audit and analysis
Keyword research
Technical SEO fixes
On-page optimization
Content strategy
Backlink building
Reporting and analytics

Use these needs to frame your proposal. By aligning your message with their exact pain points, you increase your chance of getting noticed.

2. Write a Personalized and Punchy Introduction

Generic openings like “Hello, I saw your job post” won’t get you far. Use the client’s name if it’s available. Refer to something specific in the job post. Keep the intro friendly but confident.

Example:
“Hi Sarah,
I noticed you’re looking for someone to improve your site’s Google rankings and optimize on-page SEO for your Shopify store. I’ve helped similar ecommerce businesses increase traffic by over 40% in just a few months—and I’d love to help you too.”

This shows:

You read the job post
You understand their goals
You have relevant experience

3. Showcase Your Relevant Experience (with Results)

Clients want proof—not just promises. Add bullet points that quickly highlight:

Your experience in the client’s industry
Tools you use (Ahrefs, SEMrush, Screaming Frog, etc.)
Real outcomes you’ve delivered

Example bullet list:
Helped a health blog grow organic traffic by 65% in 6 months
Used Surfer SEO and Ahrefs to identify and optimize 50+ blog posts
Fixed crawl errors and boosted indexation using Google Search Console

4. Explain Your Process Briefly

Break down your approach. Don’t write walls of text—just outline your method clearly.

“Here’s how I typically work:
Start with a full SEO audit
Perform keyword and competitor analysis
Create an on-page SEO plan
Optimize technical elements (site speed, mobile, metadata)
Deliver regular performance reports”

This adds transparency and professionalism to your SEO freelancer pitch.

5. Customize a Proposal Template (Copy-Paste Sample)

Here’s a clean, plug-and-play SEO proposal for freelancer use:

Hi [Client Name],
I’m [Your Name], an SEO freelancer with [X years] of experience helping websites like yours rank higher and convert better. I reviewed your job post and understand that you need help with [specific SEO task].
Based on similar projects I’ve worked on, here’s what I suggest:
Conduct an SEO audit to find and fix site issues
Research keywords aligned with your audience’s intent
Optimize on-page elements and improve technical performance
I use tools like [Ahrefs, SEMrush, or others] and provide clear reports to track progress. I can start on [insert date] and usually deliver initial results within [timeframe].
Let me know if you’d like to hop on a quick call to discuss!
Best,
[Your Name]
[Portfolio or website link]

6. Highlight Tools and Certifications

This section shows that you’re up to date and credible.

Google Analytics Certified
SEMrush SEO Toolkit Certified
Experience using Surfer SEO, Moz, Ubersuggest, etc.
Familiar with CMS platforms (WordPress, Shopify, Webflow)

These details strengthen your authority and make your SEO proposal for freelancer more persuasive.

7. Include a Clear Call-to-Action (CTA)

Close your proposal with a confident CTA. Suggest a next step.

“Would you like me to send a quick SEO audit of your homepage?”
“Shall we schedule a 15-minute call to go over your goals?”

Being proactive sets the tone for collaboration.

8. Common Mistakes to Avoid

Even strong SEO professionals lose jobs due to sloppy proposals. Avoid:

Using a generic copy-paste pitch
Failing to address the client’s specific needs
Overpromising unrealistic results
Ignoring grammar and formatting

Treat your pitch like your own landing page—clean, valuable, and optimized.

9. Final Thoughts: Write Less Like a Seller, More Like a Strategist

Remember, clients aren’t just looking for SEO—they’re looking for results, growth, and someone they can trust. Position yourself as a problem solver, not a vendor.

A successful SEO freelancer pitch: