When to run an SEO agency audit and what to compare against
There are usually three triggers: results disappoint you, you are thinking about switching providers, or a contract renewal is coming up. It also makes sense to review the work on a schedule, say every six months, so problems do not surface only after they have already cost money.
You need a starting point to compare against. If an audit was done at the beginning and the numbers were recorded, you have a baseline. If not, Google Search Console, Yandex Webmaster and your analytics keep history for a long time, so you can see how impressions, clicks and queries moved since the first month of cooperation. Save every export with its date: it gives you a reference for the next review and something solid to point to if you ever disagree with the agency.
How to check your SEO agency's work against the actual site
Take the reports from the last few months and find the trace of each item on the website. A line such as “technical errors fixed” with no list of pages is already a warning sign.
- “Titles and descriptions optimised”: open the pages and see whether they really changed in the code and in search results
- “New articles published”: are they live, indexed, and distinct from one another
- “Technical issues fixed”: run the check again and see whether the same errors remain
- “Internal links added”: on which exact pages
- “Language versions launched”: do the Russian and Uzbek pages open, link to each other and contain real content
Metrics worth looking at yourself
Do not rely on rankings alone; a nice number is easy to produce for convenient queries. Log in to Search Console and analytics personally and look at these.
- Impressions and the number of queries the site appears for
- Clicks and CTR
- Search traffic by page group: services, catalogue, blog
- Leads from search: forms, calls, Telegram clicks, payments via Click or Payme
- Rankings for genuinely priority queries only
Reading the numbers fairly
Separate branded from non-branded queries. If growth comes only from people typing your company name, that is not SEO progress; they were already looking for you. Account for seasonality too: ahead of Navruz or other holidays, demand in retail niches climbs without any optimisation. Search algorithm updates and your own Instagram or Google Ads campaigns also distort the picture, so compare periods carefully.
Backlinks and signs of risky tactics
Export the referring domains from Search Console, Webmaster and a third-party link tool, then mark the ones that appeared while the current agency has been working. Be concerned if you see:
- many links from off-topic sites or platforms built to sell links
- sites in languages you do not recognise
- identical anchor text built around a commercial keyword
- a sharp rise in search traffic with no rise in leads, which can point to artificial behavioural signals
- dozens of pages with almost identical text targeting different queries
- hidden text or hidden links, or violation notices in Search Console or Webmaster
- rankings that jump and then fall just as sharply
Questions for the agency, and who owns the accounts
Ask in writing: what was done in this period and where can it be seen on the site; why these tasks and in this order; where did the external links come from; how did leads from search change and how was that measured; what is holding growth back and what do you need from us. A good agency answers specifically, shows data and admits mistakes. Evasive replies or appeals to a “proprietary method” are a reason to worry. Judge the logic of the plan too: if serious technical problems are left open while link buying has already started, priorities are wrong.
Then find out who the accounts belong to: analytics, Search Console, Webmaster, map listings, plus the domain and hosting. Everything should be registered to your company, with the agency working through delegated access. If it is the other way round, transfer ownership now, calmly, not in the middle of a conflict. This is common with sites originally built by an acquaintance who happened to be a programmer.
What to do with the findings
If the work is honest but results are thin, discuss changing priorities. If you find risky tactics, stop them, document them and assess the consequences. If you decide to switch, hand the review to the new team so they can diagnose faster and avoid repeating mistakes. Also note the tasks that depended on your side and were never completed; an honest picture includes them.
If you lack the expertise, commission an independent audit from a specialist who is not part of the project. Give a clear brief: assess the work delivered, the quality of the links and whether the methods comply with search engine rules. It is especially useful before renewing a contract.
At markdev we do SEO optimisation in Uzbekistan and can review your project from the outside. If you would like to talk through your situation, get in touch.
FAQ
How often should I audit my SEO agency?
Every six months works well, and also before a renewal or when you consider switching. Between audits, skim the reports and the Search Console trends.
Can I check the agency if no baseline audit was done?
Yes. Search Console, Yandex Webmaster and analytics store long histories, so you can see how impressions, clicks and queries changed since the work began.
What is the clearest sign of box-ticking work?
Reports with no specific pages or data, traffic growth without more leads, and vague answers about methods and link sources. One sign is not a verdict, but several together justify a direct conversation.
Who should own the analytics and Search Console accounts?
Your company. The agency should work through delegated access. The domain, hosting and map listings should also be registered to you.
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