1. Acceptance of these terms
These Terms of Service (“Terms”) are an agreement between you and White SEO Labs (“White SEO Labs,” “we,” “us”). They govern your use of this website and, together with any written proposal, statement of work or order form you accept (each an “Engagement Agreement”), the services we provide to you. By using the website or accepting an Engagement Agreement, you agree to these Terms.
If there is a conflict between these Terms and an Engagement Agreement, the Engagement Agreement controls for that engagement. If you are accepting on behalf of a company, you confirm that you have authority to bind it.
2. Services we provide
White SEO Labs provides digital marketing and web development services, including search engine optimization (SEO), local SEO, answer engine optimization (AEO), generative engine optimization (GEO), Google Business Profile optimization, technical SEO, content marketing, WordPress website design and development, website redesign, speed optimization, migration and maintenance. The specific services for any engagement, the deliverables and the schedule are set out in the Engagement Agreement.
Free audits, strategy calls and other complimentary reviews are provided for information only. They reflect our professional opinion at the time, based on the information available to us, and do not create an obligation on either side to enter into a paid engagement.
3. Proposals, scope and changes
Each paid engagement begins with a written proposal that names the deliverables, the monthly or project fee, the start date and any assumptions. A proposal is valid for the period stated in it, or for 30 days if none is stated. Work begins when you accept the proposal in writing (email is sufficient) and, where applicable, the first payment is received.
Work outside the stated scope is handled by a written change order with its own fee and timeline. We will not perform out-of-scope work without your agreement, and you will not be charged for work you did not approve. Either party may propose scope changes at any time.
4. Fees and payment
Fees are stated in US dollars. Monthly services are invoiced in advance at the start of each service month unless the Engagement Agreement says otherwise. Project work is invoiced according to the milestones in the Engagement Agreement. Invoices are due on the date stated on the invoice.
If an invoice is not paid when due, we may pause work after giving you written notice, and we may charge interest on overdue amounts at the lesser of 1.5% per month or the maximum rate permitted by law. You are responsible for third-party costs you authorize, such as hosting, domains, premium plugins and themes, stock imagery, software subscriptions and advertising spend, unless the Engagement Agreement includes them in the fee. Fees do not include sales or similar taxes, which will be added where applicable.
5. No guarantees of rankings, traffic or AI citations
Search engines, map services and AI assistants, including Google, Bing, ChatGPT, Gemini, Perplexity and others, control their own results and change their systems without notice. We do not guarantee any particular ranking, position, featured snippet, map pack placement, AI mention or citation, traffic level, lead volume or revenue outcome. Any figures in proposals or reports that describe potential outcomes are estimates based on stated assumptions, not promises.
What we do commit to is the work described in the Engagement Agreement, performed with reasonable skill and care, following the published guidelines of the platforms involved, and reported honestly from sources such as Google Search Console, Google Analytics 4 and call tracking.
6. Client responsibilities
- Provide timely access to the accounts and systems needed for the work, such as your website, hosting, domain registrar, Google Business Profile, Search Console, analytics and advertising accounts.
- Review and respond to deliverables, questions and approval requests within a reasonable time. Delays on your side may extend the schedule without reducing the fee.
- Provide accurate information about your business, licenses, services, service area and offers, and tell us promptly when any of it changes.
- Ensure that any text, images, logos, reviews or other materials you give us are yours to use and do not infringe anyone else’s rights.
- Comply with the laws and platform policies that apply to your business and its advertising, including consumer protection, licensing and review-solicitation rules.
- Keep backups of your own data and accounts; we may keep working copies, but you remain responsible for your business records.
7. Intellectual property and ownership
You own the deliverables once they are paid for. On receipt of full payment for the relevant work, all rights in the deliverables we create specifically for you, including website designs, page content, images we produce, structured data and configuration, are assigned to you. Until payment is received, we retain ownership and grant you a license to use the deliverables for your business.
We retain ownership of our pre-existing materials, tools, templates, processes, know-how and any general-purpose code or components that are not specific to you. To the extent any of them are included in a deliverable, you receive a perpetual, non-exclusive, royalty-free license to use them as part of that deliverable.
Third-party components such as WordPress themes, plugins, fonts, stock imagery and software are licensed to you under their own terms, which you agree to comply with. We will tell you which third-party licenses apply to your project.
With your written permission, we may describe the work in our portfolio and case studies. You can withdraw that permission at any time, and we will not publish results figures without your approval.
8. Accounts, access and credentials
Your website, hosting, domain, Google Business Profile, analytics and advertising accounts remain in your name and under your ownership. Where possible we access them as an added manager or user rather than as the primary owner. If an engagement requires us to create an account on your behalf, we will create it in your name and transfer full ownership to you.
You agree to keep credentials you share with us secure and to revoke our access when the engagement ends. We will keep credentials confidential, use them only for the engagement, and delete them when they are no longer needed.
9. Confidentiality
Each party agrees to keep the other party’s confidential information confidential and to use it only for the purposes of the engagement. Confidential information includes business plans, pricing, customer data, analytics, credentials, unpublished content and any information marked or reasonably understood to be confidential. It does not include information that is public through no fault of the receiving party, already known to the receiving party, independently developed, or lawfully received from a third party.
Either party may disclose confidential information when required by law, after giving the other party reasonable notice where permitted. These obligations survive for three years after the engagement ends, and indefinitely for credentials and customer personal data.
10. Use of this website
You may use this website for lawful purposes and in a way that does not harm it or others. You may not attempt to gain unauthorized access to any part of the site or its systems, submit forms with false information or automated tools, scrape content at scale, or use the site to send unsolicited communications.
The content on this website is for general information about our services and about search and AI visibility. It is not legal, financial or tax advice and should not be relied on as a substitute for advice specific to your situation. The content, design and code of the website are owned by White SEO Labs or its licensors and may not be copied or reused without permission, other than sharing links to it.
11. Disclaimers and limitation of liability
The website is provided “as is” and “as available” without warranties of any kind. Services are performed with reasonable skill and care; except as expressly stated in these Terms or an Engagement Agreement, we disclaim all other warranties, express or implied, including implied warranties of merchantability, fitness for a particular purpose and non-infringement.
To the fullest extent permitted by law, White SEO Labs will not be liable for any indirect, incidental, special, consequential or punitive damages, or for lost profits, lost revenue, lost data or loss of business opportunity, arising out of or related to these Terms, the website or the services, even if advised of the possibility of such damages. Our total liability for all claims arising out of or related to an engagement will not exceed the fees you paid to us under that engagement in the three months before the event giving rise to the claim. Some states do not allow certain limitations, so some of these limitations may not apply to you.
12. Indemnification
You agree to indemnify and hold harmless White SEO Labs and its personnel from third-party claims, losses and expenses (including reasonable attorneys’ fees) arising from materials you provide to us, your products and services, your violation of law or platform policy, or your breach of these Terms. We agree to indemnify you from third-party claims that deliverables we created, excluding materials you provided, infringe a United States copyright or trademark, provided you notify us promptly and allow us to control the defense.
13. Term and termination
Monthly engagements continue month to month until either party ends them with 30 days’ written notice, unless the Engagement Agreement sets a minimum term. Project engagements end when the project is delivered and paid for. Either party may terminate immediately if the other materially breaches these Terms and does not cure the breach within 15 days of written notice, or becomes insolvent.
On termination you will pay for work performed up to the termination date. We will hand over deliverables that are paid for, provide documented access to the accounts we worked in, and remove our access on request. Sections that by their nature should survive termination, including payment obligations, ownership, confidentiality, disclaimers, limitation of liability and governing law, will survive.
14. Governing law and disputes
These Terms are governed by the laws of the State of [State], without regard to its conflict-of-law rules. Any dispute that cannot be resolved informally will be brought exclusively in the state or federal courts located in [State], and both parties consent to the jurisdiction of those courts. Before filing any claim, the parties agree to try in good faith to resolve the dispute through direct discussion for at least 30 days.
Note for the agency: replace the highlighted [State] placeholder with the state in which White SEO Labs is organized, and have counsel confirm venue and any arbitration preference before publishing.
15. General terms
- Entire agreement. These Terms and the applicable Engagement Agreement are the entire agreement between the parties about their subject matter and replace any earlier discussions.
- Changes. We may update these Terms by posting a new version on this page with a new date. Changes apply to engagements that start after the change; existing engagements remain on the Terms in effect when they began unless both parties agree otherwise.
- Severability. If any part of these Terms is found unenforceable, the rest remains in effect.
- Assignment. Neither party may assign these Terms without the other’s consent, except to a successor in a merger or sale of substantially all assets.
- Force majeure. Neither party is liable for delays caused by events beyond its reasonable control, including platform outages, natural disasters and government action, provided it makes reasonable efforts to resume.
- Independent contractors. The parties are independent contractors. Nothing in these Terms creates a partnership, joint venture or employment relationship.
- Notices. Notices must be in writing and sent by email to the addresses the parties use for the engagement, with a copy by mail where the Engagement Agreement requires it.
- No waiver. A party’s failure to enforce a provision is not a waiver of its right to enforce it later.
16. Contact
Questions about these Terms can be sent to dm@whiteseolabs.com. For privacy questions, see our Privacy Policy.