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Terms and Conditions

1. Introduction

These Terms and Conditions govern the provision of SEO services by CoolBison, an SEO agency based in Bristol, United Kingdom. By accessing this website or engaging our services, you agree to be bound by the terms outlined below.

CoolBison provides services focused exclusively on organic search performance, including corrective, stabilising, and scalable SEO work delivered across local, national, and international search environments.

2. Scope of SEO Services

CoolBison provides SEO services intended to improve how websites are structured, interpreted, and evaluated by search engines over time. Services may include, but are not limited to:

  • technical and structural analysis
  • assessment of site architecture and internal linking
  • evaluation of content relevance and topical coverage
  • search visibility diagnostics and performance analysis
  • corrective and stabilising SEO implementation
  • guidance on scalable organic search growth

The precise scope of work is defined per engagement and confirmed prior to delivery.

3. Nature of SEO and Search Performance

SEO outcomes are influenced by external systems beyond our control, including search engine algorithms, competitive activity, and platform-level changes.

While CoolBison’s work is designed to improve search visibility, relevance, and stability, no specific rankings, traffic volumes, or commercial outcomes are guaranteed. Search performance may fluctuate before stabilising, particularly in competitive markets.

SEO should be understood as an iterative, evaluative process rather than a fixed, deterministic outcome.

4. Search Engine Behaviour and Volatility

Search engines continuously update how they interpret content, assess trust, and determine visibility. Ranking systems, eligibility thresholds, and signal weighting may change over time.

CoolBison’s services are designed to improve resilience and long-term stability in organic search. However, temporary gains or losses should not be interpreted in isolation, as short-term movement may reflect broader system changes rather than the effectiveness of SEO work.

5. Measurement and Interpretation of SEO Performance

SEO performance is assessed using a combination of indicators, including visibility trends, relevance signals, indexation behaviour, and competitive context.

No single metric, ranking position, or short-term change should be treated as a definitive measure of success or failure. Performance must be interpreted holistically and over an appropriate timeframe.

6. Client Responsibilities

Clients are responsible for:

  • providing accurate and complete information
  • granting timely access to required platforms and systems
  • implementing agreed recommendations where implementation is not handled by CoolBison
  • reviewing and approving proposed changes or actions

Clients remain responsible for final business decisions and approvals. CoolBison provides analysis, guidance, and implementation support where agreed, but responsibility for outcomes remains with the client.

7. Third-Party Platforms and Dependencies

SEO performance depends on third-party platforms and systems, including but not limited to:

  • search engines
  • analytics and measurement tools
  • content management systems
  • hosting and infrastructure providers

CoolBison is not responsible for outages, policy changes, technical limitations, or behavioural changes introduced by third parties.

8. Strategy Independence and Ethical Practice

CoolBison does not guarantee replication of competitor tactics, methods, or outcomes. SEO strategies are developed based on site-specific constraints, relevance requirements, and long-term performance considerations rather than imitation.

We do not engage in manipulative practices intended to artificially influence search rankings. Our work focuses on improving how websites are structured, interpreted, and evaluated within the operational realities of modern search systems.

9. Intellectual Property

All strategies, documentation, analysis, and materials produced by CoolBison remain our intellectual property unless otherwise agreed in writing.

Clients retain ownership of their websites, platforms, and original content.

10. Fees, Payment, and Engagement Terms

Fees, payment schedules, and engagement structures are defined in individual proposals or agreements.

SEO services may be delivered as fixed-scope engagements or ongoing work, depending on the nature and objectives of the project.

11. Confidentiality

Both parties agree to treat confidential information disclosed during an engagement as private and not to disclose it to third parties without prior consent, except where required by law.

12. Limitation of Liability

CoolBison shall not be liable for indirect, incidental, or consequential losses arising from the use of our services.

Our total liability is limited to the value of the services provided under the relevant engagement.

13. Termination

Either party may terminate an engagement in accordance with the terms outlined in the applicable agreement or proposal.

Any outstanding fees remain payable upon termination.

14. Governing Law

These Terms and Conditions are governed by and construed in accordance with the laws of England and Wales.

15. Contact Information

For questions regarding these Terms and Conditions, please Contact CoolBison using the details provided on this website.