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So, you’ve got a great website, you’re interested in improving your digital presence, and you’ve hired an SEO agency to help out. Now what?
Whether you’re working with an SEO agency in Hull or outsourcing to a team further afield, success comes down to one word: collaboration. Even the best SEO management in the world can’t reach its full potential if your internal team isn’t on board.
To help you squeeze the most value from your SEO partner, we’ll share some advice based on how we work with our own clients here at Eyeweb.
Set Clear KPIs from the Start
Every SEO strategy should be built on the back of a conversation about performance.
Do you know what success looks like for you? More traffic is great, but if it’s not converting into the leads or sales you need, it won’t mean much for your business.
Make sure your agency locks in clear KPIs (key performance indicators) at the start of your campaign. These should be measurable and linked to long-term business goals, not just vanity metrics - however tempting it can be.
Your SEO agency should also lay out a clear plan for how they’re going to hit these targets. That means timelines, tactics and regular check-ins to track progress. If things aren’t working, they should be able to explain why that could be and pivot the strategy to match.
Make Monthly Meetings Count
Don’t just nod along at your monthly SEO catchups. Come prepared! Those meetings are your chance to check in on your agency and make sure the numbers are actually translating into results for your business.
While your SEO agency will bring the analytics data (traffic, rankings, engagement, etc.), you should be bringing your own figures too.
How many leads did you get this month? Were they high quality? Did they convert?
SEO management is the most effective when both sides bring info to the table. The more open you are about what’s happening behind the scenes, the more strategic your agency can be.
Contribute to Content
Of course, content marketing is the engine that powers most SEO campaigns, but that doesn’t mean you need to become a copywriter.
Your SEO agency can work up blog content, landing pages and case studies as part of your strategy, but they’ll need your input to make it stand out.
A few ways you can help:
Share technical or expert opinions that they can quote in articles
Keep your agency updated with real-life case studies that they can optimise
Let them know about seasonal trends or upcoming product and service launches
This kind of input helps your content stand out from the generic AI-generated examples floating around online. It also builds trust with your audience - something Google likes too.
Support Their Link-Building Efforts
Link-building is still a major part of SEO. While your agency will do most of the legwork, you can give them a serious head start.
Got a new project launching in a local school or community centre? Taking part in a charity event or sponsoring a local cause? These examples are perfect for digital PR, so let your agency know when you’ve got something to shout about.
The best SEO agencies will be looking out for natural link opportunities like this; they just need to know what’s going on. If you can keep them in the loop, they’ll be better equipped to pitch these stories to relevant blogs, news sites or industry platforms. All of this means more high-quality backlinks pointing to your site.
Ask Questions and Stay Curious
You don’t need to become an SEO expert, but you should feel confident enough to question what’s being done and why.
Too often, businesses feel left in the dark by their SEO agency. If you’re hearing a lot of jargon but not much clarity, that can be a red flag.
Ask for explanations. Push for transparency around what work is being done and how it supports the overall strategy. If your SEO agency isn’t open to answering those questions, it might be time to find one that is.
Need a refresher? Here’s a quick cheat sheet on some of the most common terms:
SEO – Search engine optimisation
KPIs – Key performance indicators
Backlinks – Links from other websites that point to yours
SERP – Search Engine Results Page
Keywords – Words and phrases that users type into search engines
DA / Domain Authority – A measure of a website's overall strength and credibility
Page Speed – How quickly a website loads
Search Volume – The number of times a specific keyword or phrase is searched for monthly
Understanding these basics makes it easier to have in-depth conversations with your agency and helps you spot when something doesn’t add up.
A Good SEO Agency Feels Like Part of Your Team
The best results come from partnership. Your SEO agency should feel like an extension of your marketing team and not a separate entity working in the background.
That means:
Free and open communication
Shared accountability
A genuine interest in your business goals
If you’ve found a good SEO agency, you won’t need to micro-manage. However, you do need to be involved. The more you put in, the more you’ll get out. This becomes especially true in SEO, which is a long-term investment that leads to compounding growth.
Not Getting This from Your Current Agency?
You deserve better than second-rate SEO. If your digital agency isn’t giving you clarity, collaboration or results - we can help.
Eyeweb is a performance-focused SEO agency in Hull with a proven track record. We set smart KPIs, write content that actually ranks, and we’re ready to work with you every step of the way.
To turn your traffic into leads and your leads into loyal customers, get in touch with our team today.
