Here are a few things (Apart from money ) that almost every SEO/Internet Marketer must demand from a client before taking up a role. 1. A complete document of requirements such as: â€¢ What results are you expecting? Your goals? â€¢ How much time you are also willing to invest in this regard? â€¢ Have you done SEO, SMO, SEM before! If so, then share what has already been done. â€¢ Do you already have a team of developers, designers or SEO's? If so, would you like us to coordinate with them occasionally or on daily basis? â€¢ What separates your business from your competitors? â€¢ Your target audience and ideal keyphrases that define your business? â€¢ Does your website target any specific region? Do you have a physical store/business? 2. FTP Address. (File Transfer Protocol) Each website has 2 addresses one is http and the other one is FTP. http is for users who can navigate your website through it whereas FTP is for admin/webmasters who can upload, delete or change anything on a website by logging into the admin panel/dashboard. We'll need that certainly to make necessary changes in web content, links or structure etc. 3. Google Analytics, Webmaster central or any other software/application that can help an SEO. Softwares or third party applications have a significant role to play in SEO so if you haven't used any start using them now! Google Analytics, Webmaster both are free to use that a SEO requires to achieve greater results in SEO. Some of the must-have paid tools are SEOMOZ linkscape, MajesticSEO, Screaming Frog etc. 4. A domain hosted email i.e firstname.lastname@example.org At several occasions we'll require a domain hosted email as mentioned above. It is actually a way webmasters use to disallow spam in their websites plus it can also help us to use as a way of correspondence. 5. Social Accounts or any other useful thing to share If you've already done SEO, SEM or a social media campaign then do share what the account details and also the strategy you've been practicing. Let me know in comments if i missed any or what you usually demand from a client!!!