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How to measure the effectiveness of an SEO agency?

Home > Blog > How to measure the effectiveness of an SEO agency?

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    Oleksandr Andrianov | June 02, 2025

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.

Key metrics for evaluating the effectiveness of an SEO agency

The work of an SEO agency should be evaluated comprehensively, analyzing different groups of indicators.

1. Organic traffic and its quality

Organic traffic growth is a basic indicator of SEO success. It is important to analyze not only the quantity but also the quality of visitors.

What is worth analyzing:● Organic traffic growth dynamics (month to month, year to year).● Bounce rate for organic traffic.● Time on the site and viewing depth.● Share of new users vs. returning users.● Geography of organic traffic (compliance with target regions).

According to Backlinko research, the average growth of organic traffic with proper SEO is 20-30% during the first 6-9 months of cooperation. In our case study on the promotion of foodexhub.com.ua, the growth of organic traffic was almost 300% in 2 years, which demonstrates the potential with a systematic approach.

2. Positions by target keywords

Tracking positions in the search results for important business queries is a classic method of SEO evaluation.

What is worth analyzing:● Dynamics of positions for commercial queries with high conversion.● Number of keywords in the top 3, top 5, top 10, top 30, top 100.● Ratio of branded and non-branded requests.● Website visibility in search (visibility index).

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    It is important to understand:

Improving your rankings is a process that takes time. You can read more about the SEO timeline in our article "When can you expect the first results from SEO?".

3. Conversions from organic traffic

The ultimate goal of any business is not just to attract visitors, but to convert them into customers.

What is worth analyzing:● Number of conversions from organic traffic.● Cost of customer acquisition through SEO (CAC).● Ratio of conversions from organic traffic to total conversions.● ROI from investments in SEO.

According to the Search Engine Journal, the average conversion rate from organic traffic is 2-5%, depending on the industry. For the B2B segment, this figure is usually lower (1-3%), and for e-commerce, it can reach 5-7%.

    • 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%

4. Technical condition of the site

Technical optimization is the foundation of successful SEO. A professional agency should constantly monitor and improve the technical performance of the site.

What is worth analyzing:● Core Web Vitals metrics and page load speed.● Indexation (ratio of indexed pages to the total number).● No critical errors in Google Search Console.● Website structure and architecture.● Responsiveness for mobile devices.

As part of our SEO audit and technical optimization services, we pay special attention to technical aspects, as they are the basis for successful promotion.

5. Content quality and optimization

Content is king in the world of SEO. The agency should provide not only the quantity but also the quality of content on the website.

What is worth analyzing:● Relevance of content to users' search queries and intentions.● Depth of coverage and expertise.● Regularity of updating and publishing new content.● Optimization of meta tags and technical elements of pages.● Compliance of content with the E-E-A-T principles (Experience, Expertise, Authoritativeness, Trustworthiness).

The modern approach to content creation is described in detail in our article "Why does SEO usually take a long time?".

6. Backlink profile

The quality and quantity of backlinks remain one of the main factors in Google rankings.

What is worth analyzing:● Increase in the number of quality backlinks.● Authority of domains that link to your website.● Variety of anchors (link texts).● Naturalness of the profile (no signs of manipulation).● The ratio of dofollow/nofollow links.

According to a Moz study, quality backlinks have up to 8 times more weight than quantitative indicators. Therefore, effective SEO Linkbuilding focuses primarily on quality, not quantity.

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Timeframes for evaluating different aspects of SEO

Different elements of SEO take different amounts of time to measure effectiveness. This table will help you set realistic expectations:

    • 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

Process and communication as indicators of agency effectiveness

In addition to numerical metrics, it is important to evaluate the quality of an SEO agency's work in terms of processes and communication.

1. Transparency and accountability

A professional agency ensures full transparency of its work:● Regular detailed reports with analysis of key metrics.● Clear explanation of the work performed and its impact on the results.● Openness about strategy and tactics.● Willingness to answer questions and explain decisions.

If the agency avoids detailed explanations, hides information or provides superficial reports, this is a serious cause for concern.

2. Adaptability and flexibility

SEO is a dynamic industry where algorithms and approaches are constantly changing.

A good agency demonstrates:● Quick adaptation to updates of search engine algorithms.● Flexibility in adjusting the strategy to changing business goals.● Proactivity in offering new solutions and approaches.● Tracking trends and innovations in the industry.

In our case study on the promotion of the Polish travel website wowtriptours.pl, it was a flexible approach and quick adaptation of the strategy that allowed us to achieve a 500% increase in traffic in a year.

3. Strategic thinking and business understanding

An effective SEO agency does not just fulfill technical tasks, but also:● Deeply understands your business and its goals.● It offers strategic solutions, not tactical hacks.● Focuses on business metrics, not just technical indicators.● Prioritizes tasks based on their impact on the final result.

4. Integration with other marketing channels

Modern SEO does not exist in a vacuum. A professional agency:● Takes into account the interaction of SEO with other channels (SMM, contextual advertising, email marketing).● Coordinates SEO strategy with the overall marketing strategy.● Understands how different channels influence each other.● It helps to build an omnichannel approach to marketing.

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Typical mistakes when evaluating the effectiveness of an SEO agency

Avoiding these common mistakes will help you more accurately evaluate your SEO agency's work:

1. Focus on positions only

Search rankings are just one of the indicators, which varies greatly from one company to another:● Personalize your search.● User geography.● Search histories.● Device and browser.

In addition, high positions for irrelevant queries do not benefit the business. What is more important is high-quality traffic that converts.

2. Expecting instant results

As we discussed in detail in the article "When can you expect the first results from SEO?", search engine optimization is a long-term investment. It is unrealistic to evaluate the results after 1-2 months of cooperation.

According to Forbes, the minimum period for evaluating the effectiveness of an SEO strategy is 4-6 months, and full results appear in 9-12 months.

3. Ignoring changes in algorithms

Sharp changes in performance may not be due to the agency's work, but to updates to Google's algorithms. It's important to analyze how the agency responds to these changes, not just record their effects.

4. Neglecting competitive analysis

SEO results should be evaluated in the context of the competitive environment. If your competitors are investing more resources in SEO, even the best agency may show more modest results.

How to build effective cooperation with an SEO agency

The effectiveness of an SEO agency is the result of a two-way interaction.

1. Set clear KPIs and expectations

Agree at the beginning of cooperation:● Specific quantitative goals and KPIs.● Timeframe for achieving intermediate and final results.● Reporting format and frequency.● The process of communication and decision-making.

2. Provide the necessary resources and access

For effective work, agencies need:● Access to analytical systems and website control panels.● Timely implementation of recommendations.● Expert information about products/services.● Clear feedback on proposed solutions.

3. Analyze and adjust your strategy regularly

SEO consulting involves the constant adaptation of the strategy to market changes and business goals:● Hold quarterly strategy sessions.● Analyze the effectiveness of various elements of the strategy.● Adjust priorities based on the results.● Be prepared to experiment and test new approaches.

4. Invest in long-term relationships

The best results in SEO are achieved with long-term cooperation, when an agency● Deeply understands the specifics of your business.● Collects historical data and experience with your project.● He builds a long-term strategy rather than looking for quick fixes.● Adapts the approach to the evolution of your business.

Our case study on the integrated promotion of dewpoint.com.ua shows how long-term cooperation allowed us to increase organic traffic by 450% in a year.

Checklist for evaluating the effectiveness of an SEO agency

    • 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

A comprehensive approach to performance evaluation

Measuring the effectiveness of an SEO agency requires a comprehensive approach that takes into account many factors: from technical metrics to business indicators, from processes to communication. SEO is not a sprint, but a marathon, and you need to evaluate the results in the context of a long-term perspective.

When choosing a partner for comprehensive SEO promotion, pay attention not only to the promise of quick results, but also to the agency's willingness to build transparent, long-term relationships focused on achieving your business goals.

If you want to learn more about the peculiarities of SEO promotion and the process of cooperation with an agency, we recommend that you read our articles "Why Doesn't SEO Work? 21 possible reasons" and "Why does SEO usually take a long time?".

Author of the article

Oleksandr Andrianov

Founder & CEO of MARZHA

15 years of experience in marketing, including 9 years in SEO. Worked with Kyivstar, Ocean Plaza, Ukreximbank, MTB Bank, SHARK.

More about the authorRequest a free consultation
Illustration

Author of the article

Illustration

Oleksandr Andrianov

Founder & CEO of MARZHA

15 years of experience in marketing, including 9 years in SEO. Worked with Kyivstar, Ocean Plaza, Ukreximbank, MTB Bank, SHARK.

More about the author
Request a free consultation
Illustration

© MARZHA Digital Agency

Illustration

© MARZHA Digital Agency