So, you’ve invested in a great website, you’re ready to grow your digital presence, and you’ve brought an SEO agency on board. What happens next?
Whether you’re working with an SEO agency in Hull or one further afield, results hinge on collaboration. Even the best SEO management won’t reach its full potential if your in-house team isn’t actively involved.
At Eyeweb, we’ve learned that the strongest campaigns are built on teamwork. Here are some practical ways you can get the most out of your SEO partner.
Set Clear KPIs from Day One
Every SEO campaign should start with a conversation about success.
What does that look like for your business? A bump in traffic is positive, but if those visits don’t lead to sales or enquiries, the value is limited.
Work with your agency to set KPIs (key performance indicators) that are measurable and tied to your wider business goals, not just surface-level vanity metrics. Ask them to map out timelines, tactics, and how progress will be reviewed. If things aren’t working, your agency should be able to explain why and adapt the strategy accordingly.
Make Monthly Meetings Matter
Don’t let your SEO check-ins become a box-ticking exercise. They’re your chance to hold the agency accountable and connect their data to your reality.
Your agency will bring analytics on traffic, rankings, and engagement. You should bring your own numbers too: leads, conversions, and sales quality.
When both sides share information openly, the strategy becomes more focused and effective.
Contribute to Content
Content marketing is at the heart of most SEO campaigns. You don’t need to be a copywriter, but your input makes the difference between generic content and something that resonates.
You can support by:
- Supplying technical knowledge or expert insights for articles.
- Sharing case studies or customer stories your agency can optimise.
- Flagging seasonal peaks or upcoming launches.
This level of collaboration gives content authenticity and authority—qualities that build audience trust and help rankings.
Support Link-Building Efforts
Backlinks remain a vital ranking factor. While your agency will lead the outreach, you can provide opportunities they wouldn’t otherwise see.
Launching a project in a school? Sponsoring a charity event? Opening new premises? These are newsworthy moments your agency can pitch for digital PR coverage, building high-quality links back to your site. Keep them in the loop so they can move quickly when opportunities arise.
Stay Curious
You don’t need to master SEO, but you should feel confident asking questions.
If you’re hearing jargon without clarity, challenge it. Ask for plain-English explanations of what’s being done and why it matters. A good agency will welcome that transparency.
Here’s a quick glossary to keep handy:
- SEO – Search engine optimisation
- KPIs – Key performance indicators
- Backlinks – Links from other websites pointing to yours
- SERP – Search engine results page
- Keywords – Words or phrases people search for
- Domain Authority (DA) – A measure of a site’s strength and trustworthiness
- Page Speed – How quickly your site loads
- Search Volume – How many times a keyword is searched each month
Knowing the basics will help you have more meaningful conversations and spot red flags early.
The Right SEO Agency Feels Like Part of Your Team
The best results come when your SEO agency feels like an extension of your marketing team. Look for:
- Open, two-way communication
- Shared responsibility
- Genuine interest in your goals
You shouldn’t need to micro-manage, but you do need to stay engaged. SEO is a long-term investment, and the more you put in, the more you’ll get out.
Time to Rethink Your SEO Partner?
If you’re not getting collaboration, clarity, or results, you deserve better.
At Eyeweb, we’re a performance-driven SEO agency in Hull. We set meaningful KPIs, create content that ranks, and work alongside you to turn traffic into sales and long-term growth.
Ready to get started? Speak to our team today.
