Conducting an SEO agency performance review is essential to verify your SEO spend is driving meaningful growth. Begin with the goals established at onboarding. Were your targets focused on traffic growth, ranking improvements, lead generation, or sales uplift?. These goals form the foundation of your evaluation.

Collect metrics from Google Analytics, Search Console, SEMrush, Ahrefs, and other platforms your agency monitors. Analyze performance across multiple quarters to uncover long-term trends and consistent growth.

Assess the quality and clarity of their reporting. Is the information presented with context, not just raw numbers?. Effective reports translate data into strategic insights tied to revenue, engagement, or customer acquisition. If reports are vague or overly technical without context, it may indicate a lack of communication or strategic insight.

Ask the agency to walk you through their key metrics and justify their strategies. A competent partner will demonstrate intentional, goal-driven strategy—not just random SEO tasks.

Look at the substance behind the metrics. Check if the agency is keeping up with SEO best practices such as improving site speed, fixing broken links, optimizing meta tags, and building high quality backlinks. Avoid agencies that rely on outdated or black hat techniques that could put your site at risk.

Run independent technical atlanta seo agency reviews audits using Screaming Frog, DeepCrawl, or Ahrefs. Do you see persistent 404s, blocked resources, or duplicate content problems?. Technical flaws can nullify months of high-quality content efforts.

Evaluate how proactive and transparent the agency is. An effective agency should be proactive, not reactive. Is communication scheduled and structured, or chaotic and reactive?. Regular check ins and transparent communication are signs of a partner who cares about your success, not just a vendor completing tasks.

Measure the ROI of your SEO spend. 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?. When sales rise alongside SEO performance, the partnership is delivering impact. Without measurable returns, reevaluate the partnership’s purpose and potential.

Gather cross-functional insights beyond analytics. Do marketing, sales, and customer service teams notice improvements in lead quality or website user experience?. Human feedback can uncover hidden wins—or warning signs—no metric captures.

Prepare a comprehensive assessment and present it in a dedicated review call. Don’t sugarcoat—clarity drives improvement. A good partner will listen, adapt, and offer solutions. Agencies that embrace accountability and iteration are worth retaining. If not, it may be time to look for a partner who is more aligned with your goals.