# Contract Essentials: Defining Scope for Generative Engine Optimization

## Introduction: Why Copy-Pasting Your SEO Contract Won't Work

Traditional SEO contracts are built on **outputs** (e.g., "10 backlinks," "4 blog posts"). Generative Engine Optimization (GEO) requires a contract built on **outcomes** and **entity management**. Because LLMs (Large Language Models) like ChatGPT and Gemini are probabilistic—meaning they don't always give the same answer twice—your contract must protect you from "guaranteed ranking" expectations while clearly defining the value you provide.

This guide outlines the essential clauses and scope definitions needed to sell GEO services professionally and safely.

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## 1. The "Deliverables" Clause: What Are You Actually Selling?

In GEO, you aren't just writing content; you are training an engine. Your Scope of Work (SOW) should reflect high-value technical and strategic tasks, not just word counts.

### **Recommended SOW Line Items:**

* **Entity Identity Audit:** Analysis of how the brand is currently understood (or misunderstood) by major LLMs (ChatGPT, Claude, Perplexity, Gemini).
* **Knowledge Graph Optimization:** Creation and deployment of JSON-LD Schema markup to disambiguate the brand entity.
* **Citation Acquisition:** Securing mentions in "Seed Sources"—authoritative sites that LLMs use as training data (e.g., Wiki-style sites, niche industry journals, news outlets).
* **Content Re-structuring:** Retrofitting existing high-traffic pages with "Answer-First" architecture (QA format) to maximize snippet potential.
* **Digital PR for GEO:** Outreach specifically targeting sources with high "Information Gain" scores.

> Pro Tip: Avoid promising "Ranking #1." Instead, promise "Entity Confidence Optimization"—increasing the probability of the AI citing the brand correctly.

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## 2. The "Metrics" Clause: How Do We Measure Success?

Since "Rank Tracking" tools don't work the same way for Chatbots, you must redefine success metrics in the contract to avoid disputes.

### **GEO-Specific KPIs to Include:**

| Metric                       | Definition                                                               | Contract Language Example                                                                                         |
| ---------------------------- | ------------------------------------------------------------------------ | ----------------------------------------------------------------------------------------------------------------- |
| **Share of Voice (SoV)**     | Percentage of times the brand is cited in answers to specific prompts.   | *"We aim to achieve 40% SoV for the query category \[X] within 6 months."*                                        |
| **Citation Frequency**       | Total number of direct links/footnotes generated in AI responses.        | *"Tracking of citation growth across Perplexity and Google AI Overviews."*                                        |
| **Sentiment Score**          | Whether the AI describes the brand positively, neutrally, or negatively. | *"Qualitative analysis of brand sentiment in generated responses."*                                               |
| **Referral Traffic Quality** | Traffic from AI engines often has higher intent/conversion rates.        | *"Monitoring of 'Referral' traffic segments from AI sources (e.g.,* [*perplexity.ai*](http://perplexity.ai/)*)."* |

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## 3. The "Volatility & Liability" Disclaimer

LLMs are "black boxes" that update frequently. You must include a clause that protects your agency from sudden model behavior changes (e.g., a "hallucination" that isn't your fault).

### **Drafting the "Model Volatility" Clause:**

> "The Client acknowledges that Generative AI platforms (ChatGPT, Google Gemini, etc.) operate on non-deterministic algorithms. Results may vary for identical queries based on user history, location, and model randomness. The Service Provider guarantees 'Best Efforts' to optimize entity data but cannot guarantee specific output text or permanent placement, as third-party model updates are outside our control."

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## 4. Intellectual Property (IP) & Data Rights

GEO involves creating structured data and potentially proprietary "Brand Facts" files.

* **Schema & Code:** Clarify that the custom JSON-LD schema you write belongs to the client upon payment.
* **Training Data:** If you create a "Brand Knowledge Base" file for them to upload to Custom GPTs, define who owns that structured dataset.

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## FAQ: Common Client Questions on Contracts

**Q: Can we include a guarantee for appearing in Google's AI Overview?A:** **Absolutely not.** Never contractually guarantee placement in AI Overviews. It is highly volatile. Guarantee the *implementation of optimization best practices*, not the specific placement.

**Q: Why is the setup fee higher than SEO?A:** Explain that GEO requires a heavy "front-loaded" investment in technical schema, entity audits, and reputation management before any content is written.

**Q: Is this a monthly retainer or a one-time project?A:** Push for a **Retainer**. LLMs are retrained constantly. A brand's "Entity Confidence" can drop if fresh citations aren't continuously fed into the ecosystem.

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## Conclusion

A solid GEO contract bridges the gap between **technical ambiguity** and **business value**. By clearly defining "Entity Optimization" and "Share of Voice" rather than "Keywords" and "Rankings," you set the stage for a long-term, high-value partnership.
