The fastest reality check:
Run your own free 251-point scan. If it still finds missing meta tags, broken links, or schema errors months into a retainer, the technical work in those reports is not reaching your site. Scan your site free →
The three numbers that prove SEO is working
Everything an agency does should eventually show up in Google Search Console — the one dashboard they cannot dress up. Open the Performance report, set the range to the last 6 months compared with the previous 6, filter out searches containing your brand name, and look at:
- Non-branded clicks. The metric that pays. It should trend up — not necessarily every week, but clearly across two quarters.
- Impressions. The leading indicator. Impressions rise months before clicks do, so a flat impressions line after 6 months of work is the earliest honest warning.
- Query count. The number of different search terms you appear for. Growing content and authority widens this; a stagnant query list means the new content is not being indexed or is not targeting real searches.
Pair these with organic-traffic conversions in your analytics tool. Rankings for a hand-picked keyword list and third-party scores like domain authority are supporting evidence at best — they can all look great while none of the numbers above move.
The 15-minute self-audit
- Check the trend (5 min). In Search Console, compare the last 6 months against the previous 6 with branded queries filtered out. Up, flat, or down?
- Scan your site (3 min). Run the free SEO scan. Note every critical issue — these are exactly the things a technical retainer should have cleared in its first month or two.
- Spot-check the deliverables (3 min). Pull up the content they billed for last month. Would you send it to a customer? Check its meta tags and schema markup — pages an SEO agency wrote should pass their own trade's basics.
- Ask for the link list (2 min). Request every link earned last quarter, with URLs. Real digital PR produces a short list of good links they are proud to show; evasion here is answer enough.
- Compare against the invoice (2 min). Add up what you paid last quarter and put it next to the visible output — issues fixed, content published, links earned, trend direction. That ratio is your verdict.
Red flags, ranked
They guarantee #1 rankings
CriticalNobody controls Google. Guarantees are either for worthless keywords nobody searches, or bait for a contract you cannot easily leave.
You do not have Search Console access
CriticalWithout it you cannot verify a single claim in their reports. The data belongs to your business — a professional agency insists you have it.
Reports show only vanity metrics
HighDomain authority, "keywords tracked", and pretty dashboards can all improve while clicks and revenue stay flat. Reports should lead with non-branded clicks and conversions.
Traffic growth is all branded searches
HighPeople searching your company name were coming anyway — that growth belongs to your ads, PR, or word of mouth, not the agency. Filter branded terms out before crediting SEO.
They cannot say where links come from
HighSecret or "proprietary" link sources usually mean purchased links from networks — the kind Google penalises. Ask for a list of every link earned last quarter.
Basic on-site issues never get fixed
MediumIf a free scan still finds missing meta tags, broken links, and schema errors six months into a retainer, the technical work you are paying for is not happening.
A real monthly report vs a vanity report
| A real report shows | A vanity report shows |
|---|---|
| Non-branded clicks and impressions, trended | Total sessions with brand traffic mixed in |
| Work done: issues fixed, pages published, links earned — with URLs | "Ongoing optimisation activities" |
| Organic conversions or leads | Domain authority went up one point |
| What underperformed and the plan to fix it | Only wins, every single month |
Verdict came back bad? Before firing anyone, share the audit with the agency and give them one quarter to respond to specifics — good agencies course-correct when clients engage with the data. If you end up parting ways, the same 15-minute audit becomes your vetting checklist for the next provider, and the 2026 pricing guide tells you what a fair replacement quote looks like. Some businesses also discover the in-between option: keep the strategy in-house with free tools and buy only content or links. The DIY vs hiring guide covers when that works.
Frequently asked questions
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