Conducting an SEO agency performance review is vital to ensure your investment is delivering real results. Revisit the KPIs agreed upon during contract initiation. Did you aim to grow organic visits, climb SERP positions, capture more qualified leads, or raise conversion rates?. These goals form the foundation of your evaluation.

Pull insights from all reporting sources including GA4, GSC, CRM integrations, and third-party atlanta seo agencies dashboards. Look at trends over time—not just month to month but quarter to quarter—to identify patterns and sustained progress.

Evaluate the structure and depth of their performance dashboards. Are they clear, detailed, and easy to understand?. Strong reporting connects metrics like traffic and rankings to actual business impacts such as sales or lead volume. If reports are vague or overly technical without context, it may indicate a lack of communication or strategic insight.

Require them to explain the rationale behind each tactic and campaign. Top-tier agencies can clearly link their actions to your business KPIs and long-term vision.

Look at the substance behind the metrics. Do they prioritize user experience signals, technical SEO hygiene, and ethical link-building strategies?. Avoid agencies that rely on outdated or black hat techniques that could put your site at risk.

Look at your website’s technical health through audits or tools like SEMrush or Ahrefs. Are there unresolved crawl errors or indexing issues?. Even the strongest backlink profile won’t compensate for a broken foundation.

Assess communication and responsiveness. Top performers initiate updates—they don’t wait to be asked. Are they sending monthly insights without prompting, or do you have to chase them?. Ongoing collaboration reflects a true partnership, not a transactional relationship.

Consider the return on investment. Evaluate whether their efforts have translated into measurable revenue growth. Has increased visibility resulted in higher-converting visitors?. Has your customer acquisition cost (CAC) improved due to better organic traffic quality?. Sustainable revenue growth tied to SEO efforts confirms strategic success. If ROI is stagnant, demand a clear explanation and action plan.

Finally, ask for feedback from your internal team. Are sales reps seeing higher-quality leads? Is customer service noticing fewer support tickets due to clearer site navigation?. Their insights can reveal impacts that analytics alone might miss.

Compile your data and arrange a structured review session. Don’t sugarcoat—clarity drives improvement. Give them a chance to respond and propose improvements. If they are open to feedback and willing to adapt, they may still be the right fit. If not, it may be time to look for a partner who is more aligned with your goals.