Evaluating the performance of the company handling your SEO services is essential to ensure your investment is yielding the desired results. Here are some key factors and indicators to consider when assessing the effectiveness of your SEO service provider:

1. Transparent communication: A good SEO company should maintain open and transparent communication, providing regular updates and progress reports. They should be proactive in discussing strategies, challenges, and accomplishments with you.
2. Keyword rankings: While not the sole indicator of success, improvements in keyword rankings for relevant search terms can be a positive sign that your SEO efforts are working. Keep track of your targeted keywords and their positions in search engine results pages (SERPs).
3. Organic traffic growth: One of the main objectives of SEO is to increase organic traffic to your website. Monitor your website's organic traffic over time using tools like Google Analytics. An upward trend in organic traffic indicates that your SEO provider's efforts are effective.
4. Quality backlinks: An essential aspect of SEO is building high-quality, relevant backlinks. Examine the backlink profile of your website using tools like Ahrefs, Moz, or SEMrush to ensure that your SEO provider is building valuable and relevant links.
5. On-page optimization: Ensure that your SEO provider is implementing best practices for on-page optimization, including optimizing title tags, meta descriptions, header tags, image alt tags, and internal linking.
6. Content quality: Content plays a vital role in SEO. Check that your SEO provider is creating high-quality, relevant, and engaging content that addresses the needs of your target audience and follows SEO best practices.
7. User experience: SEO success is closely tied to user experience. Ensure that your provider is working to improve your website's load times, mobile responsiveness, and overall usability.
8. Conversion rate: Ultimately, the goal of SEO is to generate leads, sales, or conversions. Monitor your website's conversion rate to determine if your SEO provider's efforts are translating into tangible business results.
9. Adaptability: SEO is an ever-changing landscape, and a good SEO company should be able to adapt to algorithm updates, industry trends, and new strategies. Assess whether your provider is proactive in staying up-to-date and adjusting their approach accordingly.
10. Client testimonials and case studies: Look for testimonials from other clients and case studies that demonstrate the company's ability to deliver successful SEO campaigns. This can help validate their expertise and effectiveness.

By considering these factors and monitoring key performance indicators, you can better evaluate the performance of the company providing your SEO services. Remember that SEO is a long-term process, and it may take time to see significant results. However, consistent progress in the areas mentioned above can indicate that your SEO provider is doing a good job.