“Here are the major projects we’ll complete for you:
1) Keyword Research
2) Writing tags and optimizing content
3) Link Building
4) Fixing architectural issues
5) etc.”

One client may not have any knowledge of what SEO is and may just be sticking their toes in the water to test it out before plunging in cannonball style. That’s fine – once you educate them and show them results from just a partial SEO project, and explain to them how implementing more SEO strategies in the future can further their results, they may be more than willing to expand their efforts, especially now that you’ve earned their trust.

Alternatively, maybe you’re dealing with a smaller business that hasn’t budgeted the necessary funds for a full blown campaign. They might never budget the necessary funds if you don’t show them, perhaps with a smaller SEO effort, what the possibilities can be. By starting small, you may be earning a bigger chuck down the road.

Maybe I’m pointing out the obvious, but I think if you do agree to do only part of an SEO project, the most important thing you can do to foster trust and good will, and avoid an unhappy client in the future, is by explaining the full SEO picture as clearly as possible to the client. By telling them upfront that there are other things to consider besides just keyword research and meta tags, you are doing 2 things: 1) letting them know that they aren’t going to skyrocket to #1 overnight with any sort of “quick fix” and 2) preparing them for future solutions.

So, back to the question at hand: “Should you agree to only do part of an SEO project?”
I would say, without a shadow of a doubt, without hesitation…
maybe.

Granted, this presupposes that you are not in the position to turn away clients right and left. If you are swamped with work and need to be picky with new clients, this doesn’t apply. When demand exceeds supply, you can always set the rules.

However, when you are in the client building phase, you can relax your standards. Partial campaigns equals less money (usually), but it also means less work. Set expectations properly up front and when you return months later to show the path of success you’ve already charted for them, you can discuss how much better their campaign COULD BE with x, y, and z added. Many clients just want that history of trust and results before agreeing to spend more and do more. Some will always be stingy, and these you can let go of after a reasonable attempt to upsell.

I’ve seen it work. On my last day at my last job, I sold a new retirement facility client on SEO by showing him how we can start small to show him it works. I have no idea what will happen with him, since I’m no longer there, but I know that he wouldn’t have been a client with a full SEO pitch.