Who Should Own SEO Assets: Client or Agency?


Asset ownership is one of the most common sources of tension between agencies and clients—and it usually comes from unclear rules at the start. When accounts, domains, and tools are set up the wrong way, offboarding turns messy fast. In this post, we explain who should own which SEO assets, how to handle ownership across different service tiers, and how to structure onboarding and offboarding so everything stays clean, transparent, and easy to transfer if a relationship ends.

Table of Contents

Common SEO assets we set up

  • Google Business Profile listings and profile management
  • Google Workspace accounts and domain-based emails
  • Websites and landing pages (hosted or self-hosted)
  • Tracking tools like GA4 and GTM
  • CRM or marketing platforms (for us, that often means HighLevel subaccounts)
  • Local citations and link building destinations
  • Review solicitation tools and campaign setups

How we decide who owns what

We want clients to own the things that represent their brand. That means the main accounts tied to a business—domain emails, Google Workspace, the Google Business Profile, and the website—are set up under the client’s name and domain whenever possible.

Here’s the usual flow:

  • If the client already has a Google Workspace account, we ask to be added as a separate user. We walk them through it on a quick call so we can manage things from their workspace.
  • If the client does not have a workspace and they are on a high-level retainer, we set up a new workspace for them using their domain. All the accounts we create are tied back to that workspace.
  • For lower-cost services, we sometimes use a shared or agency workspace so we can keep overhead low and deliver fast. In those cases the client still gets a subaccount or branded items that are theirs while we manage the tech.

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What we keep and what we hand over

We always give clients their branded assets. If a client wants to cancel services, we turn everything over to them. We do not hold their branded assets hostage.

“We don't hold anything hostage.”

There are a few exceptions to keep in mind:

  • Links built on our own properties: Some link building uses assets we control. If a client leaves, those specific links may go away because they were placed on our properties. We make this clear in contracts.
  • Proprietary agency tools: Any software or dashboards that are part of the agency’s platform stay with the agency unless otherwise agreed.

How we handle low-cost vs higher-tier clients

We split clients into two groups for practical reasons:

  • Low-cost plans (for example, small monthly services around $99): We might use a shared agency workspace and create subaccounts for each client. This keeps costs down for the client and lets us scale. Most clients on these plans do not want access to the backend tools, so we manage everything for them.
  • Higher-tier retainers: We create a workspace for the client on their domain and connect platform accounts (like HighLevel) directly to that workspace. This means the client has full ownership and control of the key accounts.

Practical onboarding checklist

We follow a simple onboarding checklist to make sure ownership is clear and access is safe:

  1. Ask whether the client already has a Google Workspace. If yes, request to be added as a user and walk them through it on a call.
  2. If not and they are on a full retainer, create a workspace on their domain and set up primary emails there.
  3. Set up GA4, GTM, and other analytics under the client account when possible. If we must use our properties, document where links or resources live.
  4. Put account names, admin users, and billing information into a secure password manager or client folder.
  5. Confirm in writing which assets will be owned by the client and which will remain agency-owned. Put this in the contract and onboarding packet.

Offboarding: clean handover steps

When a client leaves, the handover should be smooth. We follow these steps:

  • Transfer ownership of domains, hosting, workspace, and website files to the client or provide admin access.
  • Export and hand over analytics data and marketing reports.
  • List all links and citations we built and note which ones will stay and which may be removed.
  • Provide a short guide that shows where each account lives and how to access it.

Why this approach works

This setup protects both parties. Clients get control over their core brand assets so they can keep running their business after we leave. We keep our processes efficient by centralizing lower-value services while still giving clients ownership where it matters.

Best practices for agencies and clients

  • Make ownership explicit: Put ownership rules in the contract and in onboarding notes.
  • Use client emails when possible: Create accounts using the client’s domain so ownership is clear.
  • Limit agency ownership: Only keep assets under agency control when there is a solid business reason, and document that in writing.
  • Document everything: Store access paths, admin users, and billing info in a secure place the client can access when needed.
  • Communicate about links: Tell clients if links live on agency properties and explain what will happen at offboarding.

FAQ

Who should own Google Workspace for my business?

Create it under the business domain if you can. If the agency sets it up for you as part of a full service, ownership still belongs to you. For low-cost plans an agency may use its own workspace, but the client should get branded emails and access when needed.

Will we lose our website or Google Business Profile if we stop working with the agency?

No. Branded assets like the website and Google Business Profile should be turned over to the client. You might lose links that were built on agency-owned properties, so ask for a list of those links before you leave.

What if the agency says they need to keep some accounts?

Ask for a clear reason and get it in writing. Sometimes agencies keep proprietary dashboards or tools. Those are OK to remain agency-owned, but any account that represents your brand should be moved to you.

Is it risky to have an agency manage everything through their platform?

There is a risk if the platform holds assets on agency-owned domains. Make sure the contract states which assets are client-owned and that the agency will hand them over on request.

What should be in the handoff document?

Include account usernames, admin emails, billing contacts, domain and hosting access, analytics data export, and a list of any links or citations created on agency properties.

Final thought

Ownership matters. We keep branded assets in the client’s name whenever possible and only use agency-owned properties when it helps deliver low-cost services or when a tool is proprietary. Clear contracts and good onboarding stop most problems before they start. That way, everyone knows what they own and what will happen if the work ends.