If you are about to verify and evaluate the work of an SEO agency, you should remember to complete the documents, data, and access necessary for the audit.

The starting element of the agency’s audit (evaluation of its work and effectiveness) in each case is a contract for the implementation of services in the area of ​​optimization and positioning of websites. The contract you have concluded includes the key terms and scope of services provided by an agency, media house, or freelancer.

The next necessary elements to evaluate the SEO work will be data obtained from the agency. Complete all reports, analyzes, audits, recommendations, and studies prepared by the agency. Make sure you have data for at least the last 3 months. If that’s not a problem, prepare a data set for the last 6 months. More data will allow you to audit the SEO agency’s activities more reliably.

Make sure you have access to Google Analytics, Google Search Console, Bing Webmaster Tools and Google Tag Manager or their equivalents. Also, verify that the SEO agency has access to the above tools (it must have!).

Once you have completed all the necessary elements, you can start the audit, or you can entrust it to an independent auditor. To conduct the audit, competencies in the field of SEO in Sydney (including knowledge of visibility monitoring tools, incoming links, etc.), web analytics, and law in order to evaluate the contract will be necessary.

“Supervision” of the work of SEO agencies may be associated with poorly understood control. Of course, keeping an eye on commissioned and paid work is not a bad thing – but checking the performance of an SEO agency is for something completely different.

Why is it worth supervising the effects of an SEO agency’s work?

Incomplete or delayed reports

One of the times when overseeing an SEO agency’s work is great is when you get regular reports from SEO agencies, but the numbers and charts are confusing to you or you don’t quite know how to read them. It also happens that you get reports that lack some information important to you – then thanks to the ongoing supervision of the effects of the Digital Marketing Sydney agency’s work, you can complete it on your own.

Positioning strategy

Supervising the effects of an SEO agency’s work has another advantage – thanks to checking the effects of positioning, you have data that will allow you to set or change priorities in your work or in the agency’s work.

For example, you have established a certain strategy with the agency (e.g. positioning under phrases related to the selected product) and after a few months, you see that despite the agency’s intensive work, the results are not satisfactory. This may be the case for various reasons, e.g. it turns out that a given product does not sell despite a well-run campaign. In such a situation, knowing about the results, you can make a correction of the chosen course.

Not everything depends on the agencies and positioners. Google updates its algorithms daily; in addition, each industry has certain trends, seasonality, or unforeseen events that can noticeably affect the result. Then neither you nor the SEO agency will have any influence on these results – but thanks to their knowledge, further actions can be corrected.