Nacho, SEW Forum Moderator, posted an excellent thread named Suggestions for the ideal SEM/SEO RFP Guide. He offers the following questions to ask in an RFP process:
Organization's background (history, business model, etc.) Website's target audience Organization's primary goal with an SEM/SEO campaign Overall marketing strategy Human Resources: Who's involved or who will be involved? Competitors Alliances or business development opportunities Budgets Deadlines and development schedules Design, creative and content Level of risk Other: __________ [fill in the blank]
Other's add to it at the thread.