Oleksandr Andrianov | June 02, 2025
Contents
● Key metrics for evaluating the effectiveness of an SEO agency● Timeframes for evaluating different aspects of SEO● Process and communication as indicators of agency effectiveness● Typical mistakes when evaluating the effectiveness of an SEO agency● How to build effective cooperation with an SEO agency● Checklist for evaluating the effectiveness of an SEO agency● A comprehensive approach to performance evaluation
Cooperation with an SEO agency is an investment in the development of your online business. Many companies face the question: how to evaluate the effectiveness of the chosen agency? Which metrics are important and which can be misleading? When should you continue cooperation and when should you look for a new partner?
In this article, we'll look at key metrics for evaluating the effectiveness of an SEO agency, common mistakes when analyzing results, and practical tips for building a productive relationship with your SEO contractor.
Business type
Average conversion from organic traffic
Business type
Business type
Average conversion from organic traffic
Average conversion from organic traffic
E-commerce
2-7%
Business type
E-commerce
Average conversion from organic traffic
2-7%
B2B services
1-3%
Business type
B2B services
Average conversion from organic traffic
1-3%
SaaS
3-5%
Business type
SaaS
Average conversion from organic traffic
3-5%
Local business
5-10%
Business type
Local business
Average conversion from organic traffic
5-10%
Financial services
2-4%
Business type
Financial services
Average conversion from organic traffic
2-4%
Aspect of SEO
Minimum period for evaluation
Recommended evaluation period
Key metrics
Aspect of SEO
Aspect of SEO
Minimum period for evaluation
Minimum period for evaluation
Recommended evaluation period
Recommended evaluation period
Key metrics
Key metrics
Technical improvements
2-4 weeks
1-2 months
Website speed, indexing, errors in GSC
Aspect of SEO
Technical improvements
Minimum period for evaluation
2-4 weeks
Recommended evaluation period
1-2 months
Key metrics
Website speed, indexing, errors in GSC
Content marketing
1-2 months
3-6 months
Traffic to pages, positions by targeted queries, CTR in search results
Aspect of SEO
Content marketing
Minimum period for evaluation
1-2 months
Recommended evaluation period
3-6 months
Key metrics
Traffic to pages, positions by targeted queries, CTR in search results
Linkbuilding
2-3 months
4-8 months
DR/DA growth, number and quality of backlinks
Aspect of SEO
Linkbuilding
Minimum period for evaluation
2-3 months
Recommended evaluation period
4-8 months
Key metrics
DR/DA growth, number and quality of backlinks
Local SEO
1-3 months
3-4 months
Positions in local search, traffic from GMB, number of calls/reviews
Aspect of SEO
Local SEO
Minimum period for evaluation
1-3 months
Recommended evaluation period
3-4 months
Key metrics
Positions in local search, traffic from GMB, number of calls/reviews
Overall SEO effectiveness
4-6 months
9-12 months
Growth of traffic, conversions, ROI from SEO
Aspect of SEO
Overall SEO effectiveness
Minimum period for evaluation
4-6 months
Recommended evaluation period
9-12 months
Key metrics
Growth of traffic, conversions, ROI from SEO
Criterion
Weight
Commentary
Criterion
Criterion
Weight
Weight
Commentary
Commentary
Growth of organic traffic
25%
Evaluate the dynamics of traffic growth taking into account seasonality
Criterion
Growth of organic traffic
Weight
25%
Commentary
Evaluate the dynamics of traffic growth taking into account seasonality
Improving positions for targeted queries
15%
Focus on requests with high commercial value
Criterion
Improving positions for targeted queries
Weight
15%
Commentary
Focus on requests with high commercial value
Increase conversions from organic traffic
10%
Key indicator reflecting the impact on the business
Criterion
Increase conversions from organic traffic
Weight
10%
Commentary
Key indicator reflecting the impact on the business
Technical optimization
20%
Improved speed, indexing, structure
Criterion
Technical optimization
Weight
20%
Commentary
Improved speed, indexing, structure
Content quality
10%
E-E-A-T compliance, usefulness for users
Criterion
Content quality
Weight
10%
Commentary
E-E-A-T compliance, usefulness for users
Backlink profile
10%
Quality and naturalness of the link mass
Criterion
Backlink profile
Weight
10%
Commentary
Quality and naturalness of the link mass
Transparency of work and communication
5%
Clarity of reporting and communication
Criterion
Transparency of work and communication
Weight
5%
Commentary
Clarity of reporting and communication
Adaptability to changes
5%
Reaction to algorithm updates and business changes
Criterion
Adaptability to changes
Weight
5%
Commentary
Reaction to algorithm updates and business changes
Founder & CEO of MARZHA
15 years of experience in marketing, including 9 years in SEO. Worked with Kyivstar, Ocean Plaza, Ukreximbank, MTB Bank, SHARK.
Founder & CEO of MARZHA
15 years of experience in marketing, including 9 years in SEO. Worked with Kyivstar, Ocean Plaza, Ukreximbank, MTB Bank, SHARK.