Top 5 Essential SEO Reporting Tools For Agencies

Your clients trust you to deliver real results and achieve KPIs that drive their business forward.

Understanding the intricacies of how this works can be difficult, so showing your progress and efforts is essential.

SEO reporting software displays important metrics in an easily digestible and visually representative manner. They provide guesswork and manual references, highlighting achievements over a specific time period.

The great tool can also help you craft action items, measure campaign performance, and see real results which can help you create new and innovative evaluations.

The latest and purportedly greatest tools are hitting the market all the time, promising to transform the way you do reporting.

Certainly, you have to weigh some factors when deciding which program to implement. Price, features and ease of use are the most important considerations.

A cost effective tool with a steep learning curve may not be worth it for the features. Likewise, an expensive tool may be more attractive if it is easy to use but can quickly add up costs.

Just like any transformative business decision, you will have to carefully weigh the pros and cons to decide which one is right for you.

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  • Cost, accessibility, and features are the common thread of comparison for these SEO reporting tools.
  • To really get the best use of your agency’s SEO reporting tool, you’ll need to evaluate many details, including scalability, customization, integration, and access to support.
  • What counts as an affiliate tool can be a game-changer for an agency. Due diligence and research are keys to knowing what will work for your team.

What to look for in SEO reporting tools

It can be difficult to identify the tools available and choose what will benefit your agency the most.

Here are the 10 essential requirements for SEO reporting tools.

1. Accurate and current regional data

SEO reporting is all about the data. The software should have access to accurate and up-to-date data translated into the customer’s target area.

Search data from the US is meaningless if your customer is trying to rank [London plumbing services]so localization is important.

The tool should update data regularly and with reliable accuracy so that you can make informed decisions about where your customer stands against the competition.

2. Integration with third party tools

Being able to report all KPIs in one place is essential, especially for large scale digital marketing campaigns.

The more integrations available with third-party tools (such as Google Analytics, Google Business Profile, and Majestic), the better.

Some tools allow you to upload custom datasets.

3. Scalability

You don’t want to retrain or reinvest in new programs every time your agency reaches a new level.

The right SEO reporting tool should work well with your current business size and leave room for expansion as you join more clients.

4. A solid set of features

A great SEO reporting tool should include:

  • Posture tracking.
  • Monitor backlinks.
  • competitor data.
  • Analytics.

It’s a bonus if the tool has reporting features for social media, email marketing, call tracking, and/or paid advertising to make it a full-stack digital marketing software.

5. Continuous improvement and update of features

SEO is constantly evolving, and so should SEO reporting tools.

As we continue to move from website optimization to web presence optimization, the tool’s ability to incorporate new features is essential.

6. The ability to customize reports

Each client will have different KPIs, goals and priorities.

Providing information customers want to see is critical to successful campaigns and retention.

The reporting software you choose should be able to confirm the right data at the right times.

7. Client integration

A good SEO reporting tool should keep the customer in mind.

It should contain a simple overview of the essentials but also make it easier for customers to dig into the data on a deeper level.

This can mean automated summary reports or 24/7 customer access to a dashboard.

8. Ability to white label reports

While white labeling isn’t necessary (no customer will smell when receiving a report with the Google logo in the top corner), it helps maintain branding consistency and gives a professional sheen to everything you send to a customer.

9. Access support resources

Quality support resources can help you find a detour when you hit a roadblock.

Whether it’s detailed support documentation, a chat/support desk feature, or responsive customer support on social media, finding the help you need to solve a problem is important.

10. Cost-to-value ratio

With the proper process, investment of time, and leverage of support resources, it’s possible to get better results from a free reporting tool than from one that breaks the bank.

This can mean automated summary reports or 24/7 customer access to a dashboard.

Top 5 SEO Reporting Tools

Rating five of the most popular SEO reporting tools, based on the above criteria, here’s how they stack up:

1. AgencyAnalytics

My overall rating: 4.7/5

Image credit: AgencyAnalytics, December 2022

AgencyAnalytics It is a quality preliminary/intermediate reporting tool for agencies.

Of the tools on this list, it is one of the easiest to use for small and medium sized agencies.

Starts at $12 per month, per client, with unlimited staff and customer login, white label dashboard, and branded automated reports. The minimum purchase requirements mean the first two tiers are $60 per month and $180 per month, respectively. But your ability to vary payment based on the number of clients can help keep costs down.

AgencyAnalytics comes with over 70 supported 3rd party data integrations.

However, this reliance on third party data means that you may have incomplete reports when outages occur.

Although new integrations are always being added, they can be complex at first, making them unreliable to share with customers until they’ve settled in.

With customers able to log in and view daily data updates, it provides real-time transparency.

Automatic reports can be customized, and a custom drag-and-drop dashboard makes it easy to emphasize KPI priority.

2. SE Ranking

My overall rating: 4.5/5

SE order It has plans starting at $39.20 per month, though the $87.20 per month plan is necessary if you need historical data or more than 10 projects.

Setup is very easy, with an onscreen tutorial guiding you through the process.

SE Ranking features a powerful set of SEO-related tools, including current and historical site tracking, competitor SEO research, keyword suggestion, backlink explorer, and more.

SE Ranking has been linked to Zapier, which allows users to integrate thousands of apps and provides a high level of automation between apps like Klipfolio, Salesforce, HubSpot, and Google Apps.

SE Ranking is an effective beginner to intermediate level SEO reporting tool.

However, you may want to look in a different direction if your agency requires more technical implementations or advanced customization.

3. Simrush

My overall rating: 4.4/5

Semrush is one of the more SEO focused reporting tools on the list, which is reflected in its features.

Starting at $229.95 per month for the agency package, it’s one of the more affordable tools on the list. But Semrush provides a full set of tools that can be learned at an intermediate level.

One major downside to Semrush, especially for cost-conscious agencies, is that the account comes with only one user login.

The need to purchase individual licenses for each SEO analyst or account manager adds up quickly, and the users you can add are limited to the plan’s features. This makes scalability an issue.

Semrush has both branded and whitepaper reports, depending on your subscription level. It uses a private data stream, which tracks over 800 million keywords.

The ever-expanding Projects feature covers everything from location tracking to backlink monitoring and social media analysis.

While it doesn’t fall specifically within the realm of SEO reporting, Semrush’s innovation makes it a one-stop-shop for many agencies.

Project features include Ad Builder, which helps craft compelling ad copy for Google Ads, and Social Media Poster, which allows agencies to schedule client social posts.

The combination of these various features under the Semrush umbrella makes up for its relatively high cost, especially if you can uninstall the redundant software.

4. Studio Spectator

My overall rating: 3.6/5

Looker StudioScreenshot from Looker Studio, December 2022

Formerly known as Google Data Studio, Looker Studio is a Google service that has grown exponentially since its initial launch.

Although it is much more technical and requires more time invested to set up than most of the other tools on this list, it should be intuitive for employees familiar with Google Analytics.

If you’re on the fence, Looker Studio is completely free.

One of the main advantages of this program is the superior integration with other Google properties such as Analytics, Search Console, Ads, and YouTube.

Like other reporting tools, it also allows third-party data integration, but the ability to query data from databases, including MySQL, PostgreSQL, and Google Cloud SQL, sets it apart.

You can customize reports with important KPIs through convenient setup, pulling from lead and customer information. For e-commerce customers, you can even integrate sales data.

Although the initial setup will be more technical, the ability to import templates saves time and effort.

You can also create your own templates that best reflect your operations and can be shared across clients. Google also has introductory videos to help you get started.

5. Power Labs

My overall rating: 3.2/5

Authority coefficient classification reportImage credit: Authority Labs, December 2022

Authority Labs does the job if you are looking for a straightforward location tracking tool.

Authority Labs costs $49 per month for unlimited users, though you’ll need to upgrade to the $99 per month plan for white-label reporting.

You can track regional ranking data, get insights on “(n/a)” keywords, track competitors’ keywords, and schedule automated reports.

However, the lack of other essential features such as backlink monitoring or analytics data means that you will have to supplement this tool to provide a complete picture of your clients’ SEO reports.


There are many high quality SEO reporting tools on the market. What makes them valuable depends on their ability to work to meet the needs of your customers.

The SE rating has an impressive cost-to-value ratio, while Looker Studio has advanced reporting capabilities if you can stomach the higher barrier of entry.

Agency Analytics prioritizes client access, which is important if transparency is a core value for your agency.

Body Labs keeps it light and clean, while Semrush is always adding innovative features.

These five are just a snapshot of what’s available. There are new and emerging tools out there that may have some features that are more attractive to your existing customers or fill in the gaps that other software creates despite being a great solution.

Ultimately, you need to consider what matters most to your agency. actually:

  • feature depth?
  • scalability?
  • Cost to value ratio?

Once you weigh the factors that are most important to your agency, you can find the right SEO reporting tool. In the meantime, feel free to test a few for a trial period.

If you don’t want to sign up for a full month’s use, you can also explore videos and reviews from existing users. A more informed decision requires understanding the intricate details.

Featured Image: Paolo Bobetta/Search Engine Magazine

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