Top 5 Essential SEO Reporting Tools For Agencies (2024)

Your clients trust you to create real results and hit KPIs that drive their businesses forward.

Understanding the intricacies of how that works can be difficult, so it’s essential to demonstrate your progress and efforts.

SEO reporting software showcases important metrics in a digestible and visually represented way. They save guesswork and manual referencing, highlighting achievements over a specified time.

A great tool can also help you formulate action items, gauge the performance of campaigns, and see real results that can help you create new and innovative evaluations.

The latest and allegedly greatest tools hit the market all the time, promising to transform how you conduct reports.

Certainly, you have to weigh a few factors when deciding which software to implement. Price, features, and ease of use are the most important to consider.

A cost-effective tool with a steep learning curve might not be worth it for the features. Similarly, an expensive tool might be more appealing if it is user-friendly but could quickly run up costs.

Just like any transformational business decision, you’ll have to weigh the pros and cons carefully to determine the right one for you.

Key Takeaways

  • Cost, accessibility, and features are the common thread of comparison for SEO reporting tools.
  • To truly get the best use out of an SEO reporting tool for your agency, you’ll need to weigh several details, including scalability, customization, integrations, and access to support.
  • What might be considered a subpar tool could be a game-changer for an agency. Due diligence and research are the keys to knowing what will work for your team.

What To Look For In SEO Reporting Tools

It can be tough to make heads or tails of the available tools and choose which will benefit your agency the most.

Here are the 10 essential requirements of SEO reporting tools.

1. Accurate And Current Regional Data

SEO reporting is all about data. The software must have access to accurate and current data localized to your client’s targeted region.

Search data from the U.S. is meaningless if your client tries to rank for [London plumbing services], so localization matters.

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

2. Integration With Third-Party Tools

Especially for full-scale digital marketing campaigns, the ability to report on all KPIs in one place is essential.

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

Some tools even allow you to upload custom data sets.

3. Scalability

You don’t want to have to retrain or reinvest in new software every time your agency reaches a new tier.

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

4. Strong Suite Of Features

A great SEO reporting tool should include:

  • Position tracking.
  • Backlink monitoring.
  • Competitor data.
  • Analytics.

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

5. Continually Improving And Updating Features

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

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

6. Ability To Customize Reports

Each client will have different KPIs, objectives, and priorities.

Presenting the information that clients want to see is paramount to successful campaigns and retention.

Your reporting software of choice should be able to emphasize the correct data at the right times.

7. Client Integration

A good SEO reporting tool must have the client in mind.

It should have a simple bird’s eye overview of the basics but also be easy for clients to dig into the data at a deeper level.

This can mean automated summary reports or 24/7 client access to the dashboard.

8. Ability To White Label Reports

While white labeling is not essential (no client will sniff at receiving a report with a Google logo in the top corner), it helps keep branding consistent and gives a professional sheen to everything you send a client’s way.

9. Access To Support Resources

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

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

10. Cost-To-Value Ratio

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

This can mean automated summary reports or 24/7 client access to the dashboard.

Top 5 SEO Reporting Tools

In evaluating five of the most popular SEO reporting tools, based on the above criteria, here is how they stack up:

1. AgencyAnalytics

My Overall Rating: 4.7/5

Top 5 Essential SEO Reporting Tools For Agencies (1)Image credit: AgencyAnalytics, December 2022

AgencyAnalytics is a quality introductory/intermediate reporting tool for agencies.

Among the tools on this list, it is one of the easiest to use for small to mid-sized agencies.

It starts at $12 per month, per client, with unlimited staff and client logins, a white-label dashboard, and automated branded reports. The minimum purchase requirements mean the first two tiers work out to $60 per month and $180 per month, respectively. But your ability to change the payment based on the number of clients could help keep costs lean.

AgencyAnalytics comes with 70+ supported third-party data integrations.

However, this reliance on third-party data means you may have incomplete reports when there is an interruption in the transmission.

Though new integrations are always being added, they can be glitchy at first, making them unreliable to share with clients until stabilized.

With the ability for clients to log in and view daily data updates, it provides real-time transparency.

Automated reports can be customized, and the drag-and-drop customized dashboard makes it easy to emphasize priority KPIs.

2. SE Ranking

My Overall Rating: 4.5/5

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

Setup is a breeze, as the on-screen tutorial guides you through the process.

SE Ranking features a strong collection of SEO-related tools, including current and historical position tracking, competitor SEO research, keyword suggestion, a backlink explorer, and more.

SE Ranking is hooked up with Zapier, which allows users to integrate thousands of apps and provide a high level of automation between apps like Klipfolio, Salesforce, HubSpot, and Google Apps.

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

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

3. Semrush

My Overall Rating: 4.4/5

Semrush is one of the most 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 expensive tools on the list. But Semrush provides a full suite of tools that can be learned at an intermediate level.

A major downside of Semrush, especially for cost-conscious agencies, is that an account comes with only one user login.

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

Semrush has both branded and white-label reports, depending on your subscription level. It uses a proprietary data stream, tracking more than 800 million keywords.

The ever-expanding “projects” feature covers everything from position tracking to backlink monitoring and social media analysis.

Though it doesn’t fall specifically under the scope 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 text for Google Ads, and Social Media Poster, which allows agencies to schedule client social posts.

Combining such diverse features under the Semrush umbrella offsets its relatively high cost, especially if you can cancel other redundant software.

4. Looker Studio

My Overall Rating: 3.6/5

Top 5 Essential SEO Reporting Tools For Agencies (2)Screenshot from Looker Studio, December 2022

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

Though it is much more technical and requires more time investment to set up than most other tools on this list, it should be intuitive for staff familiar with Google Analytics.

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

A major upside to this software is superior integration with other Google properties like 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’s Cloud SQL, sets it apart.

You can customize reports with important KPIs with proper setup, pulling from lead and customer information. For eCommerce clients, you can even integrate sales data.

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

You can also create your own templates that better reflect your processes and can be shared across clients. Google also has introductory video walk-throughs to help you get started.

5. Authority Labs

My Overall Rating: 3.2/5

Top 5 Essential SEO Reporting Tools For Agencies (3)Image credit: Authority Labs, December 2022

Authority Labs does the job if you’re looking for a straightforward position-tracking tool.

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

You can track regional ranking data, get insights into “(not provided)” keywords, track competitor keywords, and schedule automated reporting.

However, lacking other essential features like backlink monitoring or analytic data means you will have to supplement this tool to provide a full SEO reporting picture for clients.


There are many quality SEO reporting tools on the market. What makes them valuable depends on their ability to work for your clients’ needs.

SE Ranking has a fantastic cost-to-value ratio, while Looker Studio has advanced reporting capabilities if you can withstand a higher barrier to entry.

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

Authority Labs keeps it lean and clean, while Semrush always adds innovative features.

These five are simply a snapshot of what is available. There are new and emerging tools that might have some features more appealing to your current clients or fill gaps that other software creates despite being a great solution.

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

  • Feature depth?
  • Scalability?
  • Cost-to-value ratio?

Once you weigh the factors that matter most for your agency, you can find the right SEO reporting tool. In the meantime, don’t shy away from testing out a few for a trial period.

If you don’t want to sign up for a full month’s usage, you can also explore walkthrough videos and reviews from current users. The most informed decision requires an understanding of the intricate details.

Featured Image: Paulo Bobita/Search Engine Journal

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Category Agency Marketing SEO Tools

Top 5 Essential SEO Reporting Tools For Agencies (2024)


What tools do SEO agencies use? ›

18 Best SEO Tools that SEO Experts Actually Use in 2022
  • Ahrefs: SEO Keyword Tool.
  • Google Search Console: Top SEO Tool.
  • SEMRush: Marketing SEO Tools.
  • KWFinder: SEO Keyword Tool.
  • Moz Pro: SEO Software.
  • Ubersuggest: Keyword Tracking Tool.
  • Answer The Public: Free SEO Tools.
  • SpyFu: Free SEO Tools.
Mar 18, 2022

How do you evaluate SEO agencies? ›

10 Ways To Evaluate Your SEO Company
  1. #1: Examine the Quality of Communications. ...
  2. #2: Assess the Keyword Strategy. ...
  3. #3: Evaluate Reporting and Analytics Quality. ...
  4. #4: Review Website Rankings. ...
  5. #5: Measure Revenue Shifts Against Traffic. ...
  6. #6:Look At Local Optimization. ...
  7. #7: Check SEM Integration. ...
  8. #8: Rate Lead Generation Levels.

What are the 3 types of SEO services that the company provides? ›

The three kinds of SEO are:
  • On-page SEO – Anything on your web pages – Blogs, product copy, web copy.
  • Off-page SEO – Anything which happens away from your website that helps with your SEO Strategy- Backlinks.
  • Technical SEO – Anything technical undertaken to improve Search Rankings – site indexing to help bot crawling.
May 25, 2021

What are the SEO KPIs? ›

Search Engine Optimization (SEO) KPIs are values used by marketing teams to measure the performance of their website for organic search results. Search engine optimization is a core function for any marketing team.

What is an SEO audit tool? ›

An SEO audit is the process of analyzing how well your web presence relates to best practices – it is the first step to creating an implementation plan that will have measurable results. The purpose of the audit is to identify as many foundational issues affecting organic search performance as possible.

What is SEO toolbox? ›

SEO Toolbox automatically prevents broken links and improves your website's search engine ranking.

How do you evaluate a digital marketing agency? ›

Photos courtesy of individual members.
  1. Make Sure They Understand Your Business. ...
  2. Look For Personalized Solutions. ...
  3. Find People You Enjoy Working With. ...
  4. Talk To Previous Clients. ...
  5. Look For A Personality Fit. ...
  6. See How They Treat Their Employees. ...
  7. Assess Their Vision And Future Plans. ...
  8. Look For Industry Experience.
Feb 23, 2018

How do I analyze my SEO competitors? ›

SEO competitor keyword analysis
  1. What keywords should I consider in my competitor analysis? ...
  2. Focus on search intent instead of search volume. ...
  3. Explore long-tail keywords opportunities in your keyword competitor analysis. ...
  4. Keep an eye on your SEO competitors' paid listings. ...
  5. Monitor your keyword rankings.

How do you analyze SEO reports? ›

Now let's see how to get there!
  1. Determine your objectives.
  2. Establish the KPIs you need in your SEO report. Traffic. Engagement. Conversion rate. Keyword performance. Links. Page speed and performance.
  3. Build and share your SEO report.

What are the 4 main components of an SEO? ›

Knowing and understanding each of the 4 main components of SEO is crucial to improving a brand's search results. Each component builds on and complements the others. The stronger the connections between each of the 4 SEO components—technical SEO, on-page SEO, off-page SEO, and content-—the better the results.

Which SEO tool is used for SEO audit? ›

Seomator. Seomator is an online SEO Audit tool crawls a website and provides a comprehensive analysis Report you can export and download in a white-label PDF detailing the problems, scores, and fixes to on-page and off-page SEO performance.

What should be in an SEO audit report? ›

Elements of Technical SEO

While crawling and indexing are important factors in SEO, there are many more aspects to consider when performing a technical SEO audit. These include: Mobile optimization-how your page is experienced on a phone. Page load speed-how quickly your website and elements load.

How do I audit a SEO client report? ›

Create Your SEO Report In 6 Steps
  1. Title Card. This is the very first step in your SEO report. ...
  2. Table of Contents. As its name suggests, this page is simply a table of contents that'll help you structure your SEO report.
  3. Overview. Customize this template and make it your own! ...
  4. KPIs. ...
  5. Organic Traffic. ...
  6. Backlinks.
Jan 5, 2022

What is the most important KPI in SEO? ›

The most important SEO KPI is organic conversions, whether they're sales, leads, subscriptions, or any other action that makes money for your business. Measuring and tracking organic conversions is the most straightforward way to demonstrate the success of your SEO efforts.

What are the latest SEO techniques? ›

The SEO techniques below all help you do one or more of those things.
  • Learn from your competitors.
  • Prioritize low-difficulty topics.
  • Update old content.
  • Fill content gaps.
  • Create content hubs.
  • Get more backlinks.
  • Optimize internal links.
  • Fix broken links.
Sep 22, 2022

What are the 4 main pillars for search KPIs? ›

The four pillars of SEO include technical SEO, content, on-site optimization, and off-site SEO.

What are the three 3 most important SEO and website metrics? ›

These SEO metrics help measure whether your current strategies are working, how effective they are, and where there's room for improvement. Some of the most common SEO KPIs include rankings, organic traffic, backlinks, and pages indexed.

What is one of the free SEO audit tool? ›

This is something Google Search Console and Ahrefs Webmaster Tools are designed for. And if you use both of them for what they are best at, you can do a comprehensive SEO audit without spending a dime on tools.

How do I create an SEO audit report for my website? ›

How to Conduct a Website Audit
  1. Run your website URL through a site audit tool.
  2. Find technical errors.
  3. Identify SEO problems.
  4. Analyze design and UX.
  5. Assess website content.
  6. Generate a checklist of all site issues and recommend fixes.
Jan 19, 2023

How many types of SEO tools are there? ›

These 10 results are preferred because they are well written and thoroughly optimized using SEO. There are about 12 different types of SEO that help websites to rank better on search engine result pages.

What is Amazon SEO tools? ›

Amazon search engine optimization (SEO) is the process of optimizing product listings to help them rank higher in product searches on A few simple steps can improve listings for product search, boost sales, and help shoppers find your brand.

How do I build an SEO agency? ›

Discover How to Build an SEO Agency and Find Success
  1. Choose a Niche as an SEO Company.
  2. Define Your Services as an SEO Agency.
  3. Market Your SEO Agency.
  4. Learn How to Close Deals.
  5. Uphold Business Continuity and Operations.
  6. Build Strong Relationships with Clients.
  7. Understand that You Need to Do the Work.
  8. Maintain Accountability.
Mar 20, 2022

How do you outsource SEO services to agencies? ›

How do I outsource my SEO?
  1. Review your goals, budget, and needs. ...
  2. Find an SEO agency that offers the SEO services you need. ...
  3. Review case studies and reviews to make sure they're legit. ...
  4. Find the right partner for your business. ...
  5. Keyword research and SEO strategy. ...
  6. Technical SEO audit & optimization. ...
  7. Backlink building.
Mar 15, 2022

Which paid tools do we need for SEO? ›

Free SEO tools have their limitations. Here are 15 paid options to check out when you're ready to invest in your SEO success.
12. Searchmetrics
  • ROI reporting.
  • Competitive analysis.
  • Site audits.
  • Site optimization.
  • Content optimization.
Jan 4, 2022

How much do agencies charge for SEO? ›

The most common monthly retainer range for SEO agencies is $500–$1,000/month. For consultants, it's $2,501–$5,000. For freelancers, it's $251–$500/month and $101–$500/month.

How much can an SEO agency earn? ›

3,30,000 – 6,00,000 per year. SEO consultants salary in India increases with experience. The number of projects handled in the past, achievements decides how much a consultant can earn.

Is an SEO agency profitable? ›

Yes! SEO businesses are profitable. The search engines are ever evolving. So too are your customers' businesses.

How can I get SEO clients for my digital marketing agency? ›

Here are some tips for getting local SEO clients you truly want to work with.
  1. Start Conversations With Local Business Owners. ...
  2. Identify Businesses Investing In Marketing. ...
  3. Attend Speaking Events, Webinars, And Networking Meetups. ...
  4. Connect With Business Owners On LinkedIn. ...
  5. Keep Your Business Card On Hand.
Aug 1, 2022

What is agency SEO? ›

An SEO agency will identify opportunities to acquire links from relevant industry sites, quality directories, and various other sources. The idea is to generate traffic from these sources by ensuring the link points to something that will deliver value to the reader.

How do marketing agencies use search engines? ›

SEM helps companies bring their products and services to the attention of audiences through paid search engine advertising. SEM is an online marketing strategy in which organizations buy targeted ad space at the top of search engine result pages (SERP).

Is Google Analytics a SEO tool? ›

Google Analytics is a web analytics service that provides statistics and basic analytical tools for search engine optimization (SEO) and marketing purposes.

What are the best SEO services? ›

The Best SEO Services for Your Small Business 2023
  • SmartSites: Overall Best for Small Businesses.
  • Victorious: Best for New Websites.
  • WebFX: Best for Affordable Monthly SEO Plans.
  • OuterBox: Best for E-Commerce.
  • SEO Brand: Best for Brand Building.
Jan 10, 2023

What should an SEO package include? ›

SEO packages include services like keyword research, on-site optimization, link building, website speed optimization, content creation and more.

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