Choosing the right SEO agency is a pivotal decision for any Australian business aiming to thrive in competitive search engine results. While marketing hype and dazzling portfolios may initially impress, the true test of an agency’s capability lies in its technical depth. But here’s the challenge — how do you, as a business owner or marketer, assess this without being an SEO expert yourself?
Good news: you don’t need to spend days poring through reports or hiring a third-party consultant. In just 30 minutes, you can carry out a focused audit that sheds light on the technical competency of an SEO agency. This article will show you exactly how to do that using practical, no-nonsense tactics tailored to the AU market.
Why Technical SEO Matters
While content and backlinks are crucial, they’re built on technical foundations. If your website isn’t technically sound, you’re effectively building your digital brand on quicksand. Technical SEO ensures that:
- Google can crawl and index your pages efficiently
- Your site loads quickly and securely
- Users enjoy a smooth, mobile-friendly experience
- Structured data helps enhance visibility through rich results
An agency that truly understands the nuances of these elements can make a significant impact. But we’re not here to hand over blind trust — let’s talk auditing.
Step 1: Review the Agency’s Own Website (Time Spent: 5 Minutes)
Start by inspecting their own website, which should be their best showcase. Use tools like Google PageSpeed Insights, GTmetrix, and browser extensions like SEO Meta in 1 Click.
Look out for:
- Page speed scores: Is their homepage loading fast on both mobile and desktop?
- Meta tags: Are the title, description, and canonical tags properly defined?
- Schema markup: Do they implement structured data like Organisation or BreadcrumbList?
- Secure and error-free site structure: Any HTTP errors, mixed content, or insecure internal links?
If their own site fails these basics, it raises a big red flag. Would you hire a stylist with bad hair? Same logic applies here.
Step 2: Ask for a Recent Technical SEO Audit Sample (Time Spent: 5 Minutes)
Don’t hesitate to request a sample audit report — any agency worth their salt will have a few on hand (with client-specific info anonymised). Here’s what to scan for quickly:
- Depth of Reporting: Does the audit go beyond surface-level issues like broken links or missing meta tags?
- Crawlability Analysis: Are they evaluating robots.txt, XML sitemaps, and proper use of canonical URLs?
- Mobile and Core Web Vitals: Does the audit include mobile usability and CWV metrics from Google Search Console?
- Actionable Recommendations: Are they offering practical fixes, not just stating problems?
General tip: Be cautious if the audit looks like a plug-and-play output from a free tool. Look for custom insights — that’s an indicator of skill.
Step 3: Quick Interview Questions (Time Spent: 10 Minutes)
Here’s where you gain deeper insights. Jump on a call (or email them if time is tight) and ask a few pointed questions. Even if you don’t fully understand their answers, their confidence, clarity, and specificity will tell you loads about their technical aptitude.
Suggested questions:
- Walk me through how you would optimise a sluggish mobile site hosted on WordPress.
- What’s your approach when facing crawl budget issues on a large ecommerce site?
- How do you handle faceted navigation issues that create duplicate content?
- Can you show results from a core web vitals optimisation campaign you delivered?
You’re looking for answers that reference real-world tools (like Screaming Frog, Sitebulb, or Search Console) and specifics like “render-blocking scripts” or “lazy-loading images.” Watch out for generic jargon; it’s a sign of inexperience.
Step 4: Case Studies with Measurable Results (Time Spent: 5 Minutes)
Every agency has case studies, but the quality varies widely. What you want aren’t just traffic increases, but results tied directly to technical fixes.
Look for case studies that include things like:
- Improvement in crawlability after restructuring the internal linking strategy
- Boost in mobile performance by eliminating render-blocking scripts
- A measurable rise in rich snippet appearances after implementing schema
- Drop in 404 error rate and increased indexation due to sitemap enhancements
If there’s data attribution to individual fixes backed by tools like Google Analytics or Ahrefs, even better.
Step 5: Results in Google Search Console (Time Spent: 5 Minutes)
If you’re already a client — or trialing them — request access to Google Search Console or a detailed report. The goal is to verify whether their recent tech updates have actually moved the needle.
Focus on improvements in:
- Core Web Vitals: Has your CWV report shifted from “Needs improvement” to “Good”?
- Page Experience and Mobile Usability: Are there fewer errors than before?
- Crawl stats: Do they show a more efficient pattern post-changes?
Bonus points if they’ve presented this data in an easy-to-understand visual dashboard. That shows not only their technical savvy but also their commitment to client communication.
Other Bonus Points to Observe
- Tool Proficiency: Do they mention using advanced tools like Log File Analyzers, Screaming Frog, Sitebulb, or Indexation reports?
- Internationalisation Knowledge: If you operate regionally, do they understand hreflang and multi-region strategies?
- Server and Hosting Insight: Can they advise on CDN services, gzip compression, or browser caching policies?
While these aren’t mandatory, they can indicate high-level architectural thinking that transcends basic SEO principles.
Wrapping Up: Your 30-Minute Checklist
Here’s a quick summary of your half-hour audit plan:
- Review the agency’s website with technical audit tools
- Request and scan through a sample audit report
- Ask pointed interview questions about technical scenarios
- Evaluate case studies with measurable, technical improvements
- Review impact using Google Search Console data
Total Time: ~30 minutes
This structured audit gives you clarity and confidence in your agency selection process. Whether you’re based in Sydney, Brisbane, or anywhere else in the AU market, never underestimate the business impact of choosing a partner with solid technical SEO chops.
Remember: SEO success isn’t just about climbing rankings — it’s about building sustainable, technical excellence that drives long-term growth.
Good luck, and happy auditing!
