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Key Metrics to Look for When Analyzing an SEO Agency

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This article is part of a series on how to evaluate your current or potential SEO agency. If you haven't read the first important step to evaluating an SEO agency, read about analyzing an SEO agency's track record first.

Choosing the right SEO agency is a critical decision that can significantly impact your business's online visibility and growth. In this comprehensive article, we will explore the key metrics to consider when analyzing an SEO agency. Understanding these metrics will enable you to assess an agency's potential to deliver results effectively.

Introduction to Key SEO Metrics

Search Engine Optimization (SEO) is a practice aimed at improving your website's visibility in search engine results. To achieve this, SEO agencies employ a variety of strategies and techniques, the effectiveness of which can be measured using several key metrics.

Organic Traffic

Organic traffic is one of the most critical SEO metrics. It refers to the visitors who land on your website through unpaid search results. An increase in organic traffic typically indicates that your website's visibility in search engine results is improving. Check an agency's track record of increasing organic traffic for their clients.

Keyword Rankings

Keyword rankings refer to your website's position in search engine results for specific keywords relevant to your business. High keyword rankings increase your website's visibility, making it easier for potential customers to find you. An SEO agency should demonstrate their ability to improve keyword rankings over time.

Backlink Profile

Backlinks are links from other websites pointing to your site. They are crucial for SEO because search engines consider them as a vote of confidence, influencing your website's ranking. An agency should have a strategy for building high-quality backlinks and improving your backlink profile. It's extremely important to not just look at the total number of backlinks, but to look at the percentage spread of low quality to high quality backlinks.

Here's how to evaluate the quality of backlinks on any website.

Bounce Rate

The bounce rate is the percentage of visitors who leave your website after viewing only one page. A high bounce rate may indicate that your site isn't relevant or engaging enough to prompt users to explore further. Assess an agency's strategy for reducing the bounce rate and improving user engagement.

Conversion Rate

The conversion rate is the percentage of website visitors who complete a desired action, such as making a purchase, signing up for a newsletter, or filling out a form. An effective SEO strategy not only drives traffic but also converts this traffic into leads or customers. Look for an agency's track record in improving conversion rates.

Page Loading Speed

Page loading speed is a vital metric not just from a user experience perspective, but also because it directly impacts your SEO. Slow-loading pages can lead to user frustration, increased bounce rates, and subsequently, lower rankings on search engine results pages. Therefore, it's crucial that the SEO agency you choose is proficient in technical SEO and understands the importance of optimizing page load speed. How can you assess this? You could start by asking the agency how they have improved page loading speed for their previous clients. Moreover, you can use tools like Google's PageSpeed Insights to check the load speed of their clients' websites. This tool also provides specific suggestions for improvement, which the agency should be able to address effectively. Demonstrated success in optimizing page load speed indicates an SEO agency's expertise in technical SEO, contributing to a better user experience and higher search engine rankings.

Mobile Traffic

With the steady rise in smartphone usage, mobile traffic now plays an undeniably substantial role in overall web traffic. It's become essential for your website to be optimized for mobile users, providing an excellent user experience and performing well in mobile search results. A potential SEO agency's aptitude in enhancing websites for mobile traffic is a significant consideration. How can you check this? Ask the agency for specific examples of how they have improved mobile optimization for previous clients. You can also use tools like Google's Mobile-Friendly Test to check if their clients' sites are indeed mobile-friendly. An agency well-versed in mobile SEO should also be adept at addressing issues like mobile page speed, responsive design, and mobile UX - key factors influencing mobile rankings and user engagement.

Assessing an SEO Agency Using Key Metrics

Once you are familiar with these key SEO metrics, you can assess an SEO agency more effectively. Ask the agency to provide case studies or client testimonials that demonstrate their success in improving these metrics. If they have consistently helped businesses increase organic traffic, improve keyword rankings, and boost conversion rates, they can likely do the same for you.

However, remember that SEO is not a one-size-fits-all solution. The significance of different metrics can vary depending on your business goals and industry. For instance, if you run an e-commerce store, conversion rate optimization might be more crucial than if you run a blog where the goal is to keep bounce rate low and session duration high.

A reputable SEO agency will work with you to understand your business goals and identify the key metrics most relevant to you. They will then develop a customized SEO strategy aimed at improving these metrics.

The Bigger Picture: Long-Term Success

While analyzing an SEO agency based on key metrics is important, it's equally important to look at the bigger picture. SEO is a long-term strategy. Therefore, it's crucial to choose an agency that focuses not just on short-term gains but also on long-term success.

They should emphasize sustainable SEO practices that provide steady growth over time, rather than risky tactics that might offer quick wins but can harm your website in the long run. Look for an agency that values transparency and educates you about the process, so you understand what to expect.


Analyzing an SEO agency based on key metrics is an effective way to assess their potential to deliver results. By understanding these metrics and knowing how to evaluate an agency's success in improving them, you can make a more informed decision when choosing an SEO agency. After all, the success of your SEO efforts largely hinges on the expertise and skills of the agency you entrust with your website's visibility and growth.

This is one of 11 questions you should ask an SEO agency to evaluate the quality of work they'll be doing for you. The next question to answer is what services does the SEO agency offer and does that fit your use-case?

Higglo Digital is a full-service SEO and web agency. From Hulu to Blizzard, we’ve worked with clients across many industries and markets including Dubai, Riyadh, New York City and Sydney. We have the expertise and experience to take your brand to the next level. We create memorable brand experiences and award winning websites.

Frequently Asked Questions

What are the key metrics to consider when evaluating an SEO agency?

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The key metrics are organic traffic, keyword rankings, backlink profile quality, bounce rate, conversion rate, page loading speed, and mobile traffic optimization.

Why is organic traffic considered a crucial SEO metric?

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Organic traffic refers to visitors who arrive at your website through unpaid search results. An increase indicates improved visibility in search engine results.

How do backlinks impact a website's SEO?

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Backlinks are links from other websites to your site. They are viewed by search engines as a vote of confidence, influencing your site's ranking. The quality of backlinks, rather than just their quantity, is essential.

What does a high bounce rate indicate about a website?

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A high bounce rate suggests that visitors are leaving the website after viewing only one page, potentially indicating that the site isn't relevant or engaging enough.

Why is page loading speed a vital metric in SEO?

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Page loading speed is crucial for both user experience and SEO. Slow-loading pages can result in user frustration, increased bounce rates, and lower rankings on search engine results pages.

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