SEO Agency Evaluation Scorecard
An Excel scorecard and short PDF guide for comparing SEO agencies on the same 39 weighted criteria. It is built for B2B and SaaS marketing leaders who are hiring an SEO or GEO agency and want a clear, fair choice.
free
SEO Agency Evaluation Scorecard, chapter by chapter.
- Run the evaluation in 6 steps
- Weight the criteria for your stage
- Read the totals, with a worked example
- 25 questions to ask every agency
- A scorecard with 39 criteria in 7 groups, each with a plain description of what good looks like.
- Weights from 1 to 3 and scores from 1 to 5 for three agencies, with weighted totals, group subtotals and a rank calculated for you.
- Color coding that flags weak scores and highlights the highest total.
- 25 questions to ask in every agency call, with what a strong answer covers and space for notes.
- A 6-step process for running the evaluation from brief to signed contract.
- Suggested weights for a first SEO program, a scaling company and a mature team.
- A filled-in example that shows how to read the group scores and the total.
Real pages from the template. No filler.
Built for the people who do the work.
Heads of marketing at B2B and SaaS companies
Use the scorecard to compare agency proposals on the same criteria and defend the final choice to leadership.
Founders hiring their first SEO agency
Use the first-program weights and the 25 questions to tell a strong agency from a polished pitch.
Marketing ops and RevOps teams
Use the reporting and attribution criteria to make sure the agency can connect pages to demos and pipeline in your CRM.
Before you download.
How many agencies can I compare with the scorecard?
The workbook scores three agencies side by side. Rename the Agency A, B and C columns, and copy the sheet if you want to compare more.
How are the totals calculated?
Each score from 1 to 5 is multiplied by the criterion's weight from 1 to 3. Groups and the total show as a percent of the best possible score, and blank cells are left out.
Should I change the default weights?
The defaults suit a scaling SaaS company. The guide gives suggested group weights for a first SEO program and for a mature team, so set them before your first call.
Why does the scorecard include GEO and AI search?
Buyers now research vendors inside AI answers, and fewer click through to websites. An agency should measure your visibility in ChatGPT, Perplexity, Gemini and AI Overviews and explain how it improves it.
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