So, you’ve got a great website, you’re ready to grow your digital presence, and you’ve brought an SEO agency on board. Now what?
Whether you’re partnering with an SEO agency in Hull or a team based elsewhere, one thing makes all the difference: collaboration. Even the most experienced agency can only go so far without the input and buy-in of your internal team.
At Eyeweb, we’ve seen how strong partnerships turn SEO from a service into a real growth engine. Here’s how you can make the most of yours.
1. Start with Clear KPIs
Every successful SEO campaign starts with a conversation about performance.
Ask yourself what success actually looks like. Is it more leads? More online sales? Increased brand visibility in your region? While traffic and rankings are important, they’re only valuable if they lead to tangible business results.
Your agency should help you define measurable KPIs (key performance indicators) tied to your long-term goals, then build a clear plan around them — including tactics, timelines and regular check-ins. If things don’t go to plan, they should be able to explain why and adjust the marketing strategy accordingly.
2. Make Monthly Meetings Count
Your monthly SEO catch-ups are there for a reason — use them.
Don’t just nod through the reports. Come armed with your own data: how many leads did you get this month? Were they relevant? Did they convert?
Your agency will bring performance stats like rankings, impressions and traffic, but you’re the one who knows what’s actually happening behind the scenes. When both sides share insights, it’s much easier to spot what’s working and what needs fine-tuning.
3. Feed Into Content Creation
SEO thrives on great content marketing. That doesn’t mean you need to become a copywriter, but your input is essential.
Your agency can write blogs, landing pages and case studies, but they’ll need your expertise to make them credible. You can help by:
- Sharing technical insights or expert opinions for quotes
- Providing real-life case studies or customer stories
- Flagging seasonal trends or upcoming launches
The more specific and authentic your content, the more it stands out from the generic, AI-written noise online — and the more your audience (and Google) will trust it.
4. Support Their Link-Building
Link-building is still one of the most powerful tools in SEO. Your agency will handle outreach and digital PR, but you can help uncover opportunities they might not know about.
Got a new project to showcase? Sponsoring a local event? Collaborating with a charity or community group? These are perfect stories your agency can pitch for backlinks and coverage on relevant sites.
Keep them in the loop about what’s happening internally — it gives them real material to work with and strengthens your online authority in the process.
5. Stay Curious and Ask Questions
You don’t need to understand every algorithm update, but you should understand what your agency is doing and why.
If you’re getting a lot of jargon and not much clarity, ask for plain-English explanations. A good agency will always be transparent and happy to walk you through their approach.
Here’s a quick refresher on some common terms you’ll hear:
- SEO: Search engine optimisation
- KPIs: Key performance indicators
- Backlinks: Links from other sites to yours
- SERP: Search Engine Results Page
- Keywords: The words or phrases people search for
- DA (Domain Authority): A measure of site strength and credibility
- Page Speed: How fast your site loads
- Search Volume: How often a keyword is searched each month
Knowing the basics helps you have better conversations — and spot when something doesn’t add up.
6. Treat Your SEO Agency as Part of the Team
The best results come when your SEO agency feels like an extension of your marketing team, not a separate service provider.
That means:
- Open communication
- Shared accountability
- A genuine understanding of your business goals
When both sides are aligned, SEO stops being a mystery and starts becoming a measurable growth driver.
Not Seeing This with Your Current Agency?
You deserve more than vague reports and broken promises.
At Eyeweb, we work as an extension of your business — setting smart KPIs, writing content that actually ranks, and building strategies that turn traffic into leads and leads into loyal customers.
If your current SEO partner isn’t delivering clarity, collaboration or results, maybe it’s time for a change.
Let’s grow your online presence together — get in touch with Eyeweb today.
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