Top 5 Essential SEO Reporting Tools for Agencies (2023)

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

It can be difficult to understand the intricacies of how this works, so it's important to demonstrate your progress and efforts.

SEO reporting software presents key metrics in an easy to understand and visually presented way. They eliminate guesswork and manual referencing, and highlight achievements over time.

A great tool can also help you formulate action points, measure campaign performance, and see real results that can help you create new and innovative analytics.

Newer and supposedly better tools are coming out all the time, and they promise to transform the way you create reports.

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

An inexpensive tool with a steep learning curve may not be worth the money for its features. Similarly, an expensive tool can be more attractive if it is easy to use but can quickly add up to costs.

As with any transformational business decision, you need to carefully weigh the pros and cons to find the one that's right for you.

The central theses

  • Cost, accessibility, and features are the common comparison threads for SEO reporting tools.
  • To get the most out of an SEO reporting tool for your agency, you need to weigh several details, including scalability, customizability, integrations, and access to support.
  • What could be considered a mediocre tool could be a game changer for an agency. Due diligence and research are key to knowing what works for your team.

What to look for in SEO reporting tools

It can be difficult to understand the tools available and choose which ones will benefit your agency the most.

These are the 10 essential requirements for SEO reporting tools.

1. Accurate and up-to-date regional data

SEO reporting is all about data. The software must have access to accurate and up-to-date data located in your customer's target region.

US search data is meaningless if your client is trying to rank for [London Plumbing Services], so localization is important.

The tool needs to update data regularly and with reliable accuracy so that you can make informed decisions about where your client stands compared to the competition.

2. Integration with third-party tools

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

The more integrations available with third-party tools (eg 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 invest in new software every time your agency reaches a new level.

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

4. Powerful feature set

A great SEO reporting tool should include:

  • position tracking
  • monitoreo de backlinks.
  • Competitor data.
  • Analyst.
(Video) Top 5 Essential SEO Reporting Tools For Agencies

It is an advantage if the tool has social media reporting, email marketing, call tracking, and/or paid ads features to make it a complete digital marketing software.

5. Continuously improve and update features

SEO is always evolving, just like SEO reporting tools.

As we continue to transition from website optimization to web presence optimization, a tool's ability to incorporate new features is critical.

6. Ability to customize reports

Every client has different KPIs, goals, and priorities.

Presenting the information that customers want to see is critical to campaign success and customer retention.

Your preferred reporting software should be able to highlight the right data at the right time.

7. Customer integration

A good SEO reporting tool has to keep the customer in mind.

It should provide a simple bird's eye view of the basics, but it should also be easy for customers to drill down to a deeper level.

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

8. White Label Reporting Ability

While white labeling isn't strictly necessary (no customer will sniff at a report with a Google logo in the top corner), it helps maintain brand consistency and gives a professional shine to anything you send a client. .

9. Access to support resources

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

Whether it's detailed support documentation, a chat/technical support feature, or responsive customer support on social media, it's important to find the help you need to resolve your issue.

10. Value for money

With the right process, investment of time, and use of support resources, it is possible to get better results with a free reporting tool than one that breaks the bank.

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

Top 5 SEO Reporting Tools

When evaluating five of the most popular SEO reporting tools based on the criteria above, they look like this:

1. Agency analysis

My overall rating: 4.7/5

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

AgencyAnalyticsis a high quality preliminary/interim reporting tool for agencies.

(Video) Top 5 Essential SEO Reporting Tools For Agencies!

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

Starts at $12 per month per customer, with unlimited agent and customer logins, a white-label dashboard, and automated brand reporting. The minimum purchase requirements mean that the first two levels are $60 per month and $180 per month, respectively. But its ability to change the payment based on the number of customers could help keep costs down.

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

However, this reliance on third-party data means that you may receive incomplete reports if transmission is interrupted.

Although new integrations are constantly being added, they can be buggy at first, making them unreliable to share with customers until they stabilize.

With the ability for customers to log in and see daily data updates, it provides real-time visibility.

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

2. SE Classification

My overall rating: 4.5/5

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

Setup is a breeze as the onscreen tutorial guides you through the process.

SE Ranking offers a powerful set of SEO-related tools, including current and historical position tracking, competitor SEO research, keyword suggestions, a backlink explorer, and more.

SE Ranking is connected to Zapier, allowing 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 for beginners and advanced users.

However, you may want to look in a different direction if your agency needs 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, and this is reflected in its features.

Starting at $229.95 per month for the agency package, it is one of the most expensive tools on the list. However, Semrush offers a complete set of tools that can be learned at an intermediate level.

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

Purchasing individual licenses for each SEO Analyst or Account Manager adds up quickly, and the users you can add are limited by plan features. This makes scalability a problem.

Semrush offers branded and white-labeled reporting depending on the subscription level. It uses a proprietary data stream and tracks over 800 million keywords.

(Video) Top 5 Essential SEO Reporting Tools for Agencies in 2022 by Brock Murray #551

The ever-expanding Projects feature covers everything from position tracking to backlink monitoring to social media analytics.

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

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

The combination of such disparate features under the Semrush umbrella makes up for the relatively high cost, especially when you can choose not to use other redundant software.

4. Looker-Study

My overall rating: 3.6/5

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

Looker Studio, formerly known as Google Data Studio, is a Google service that has grown significantly since its inception.

While it is much more technical and takes longer to set up than most of the other tools on this list, it should be intuitive for those familiar with Google Analytics.

If you're undecided, Looker Studio is completely free.

A big advantage of this software is the excellent integration with other Google products like Analytics, Search Console, Ads and YouTube.

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

You can customize reports with key KPIs with the right settings by pulling information from customers and leads. For eCommerce customers, you can even integrate sales data.

Although 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 that customers can share. Google also offers introductory video tutorials to help you get started.

5. Authoritative Laboratories

My overall rating: 3.2/5

Top 5 Essential SEO Reporting Tools for Agencies (3)Photo Credit: Authority Labs, December 2022

Authority Labs gets the job done if you're looking for a hassle-free location tracking tool.

Authority Labs costs $49 per month for unlimited users, though whitelabel reports require you to upgrade to the $99 per month plan.

(Video) The Best SEO Tools For Marketers And Agencies [+ Free SEO Report Template]

You can track regional ranking data, get insights on "(not provided)" keywords, track competitor keywords, and schedule automated reports.

However, the lack of other essential features like backlink monitoring or analytics data means that you need to complement this tool to give clients the full picture of SEO reporting.


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

SE Ranking is excellent value for money, while Looker Studio has advanced reporting capabilities if you can handle a higher barrier to entry.

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

Authority Labs keeps it simple 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 that may have some features that are more attractive to your existing customers, or fill in the gaps that other software creates while still being a great solution.

Ultimately, you need to consider what is most important to your agency. It is:

  • characteristic depth?
  • scalability?
  • Value for money?

Once you've weighed the factors that matter most to your agency, you can find the right SEO reporting tool. In the meantime, don't be afraid to try a few during a trial period.

If you don't want to sign up for a full month's use, you can also watch video tutorials and reviews from current users. The most informed decision requires an understanding of the intricate details.

Featured Image: Paulo Bobita/Search Engine Journal

Previous Chapter 15 Project Management Tools for SEO Professionals

Next chapter The 5 best SEO software suites for agencies

Category agenteturmarketing SEO Tool


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 the best way to automate reports? ›

What are the Best Automated Reporting Tools?
  1. Google Analytics. Google Analytics is a free and widely popular reporting tool. ...
  2. Google Data Studio. Google Data Studio is another type of free reporting software that enables users to be able to build and configure interactive dashboards. ...
  3. SolveXia. ...
  4. Power BI. ...
  5. Tableau.
Aug 22, 2022

What are basic SEO tools? ›

What follows is a list of essential technical SEO tools that every SEO professional should become familiar with.
  • Screaming Frog.
  • Google Search Console. ...
  • Google Analytics. ...
  • Web Developer Toolbar. ...
  • WebPagetest. ...
  • Google Page Speed Insights. ...
  • Google Mobile-Friendly Testing Tool. ...
  • Google's Structured Data Testing Tool.
Aug 26, 2018

How do I track my SEO efforts? ›

How to Start Tracking SEO Performance
  1. Keyword Rankings. ...
  2. Backlink Growth, Quantity and Quality. ...
  3. Organic Search. ...
  4. Track & Analyze Your Lowest Organic Traffic Earners. ...
  5. Track Your Conversions. ...
  6. Track Behavior Flow. ...
  7. Time Spent on Page. ...
  8. Bounce Rate.
Jan 30, 2020

What is the only way to track SEO results? ›

10 KPIs to track your SEO performance and drive better results
  • Organic traffic. This KPI measures how many visitors come to your website from organic search results. ...
  • Search rankings. ...
  • Search visibility. ...
  • Links. ...
  • Organic CTR. ...
  • Branded traffic. ...
  • Bounce rate. ...
  • Average session duration.
Jul 20, 2020

What are your top 5 SEO recommendations? ›

Here are the five SEO recommendations that I've consistently seen make a positive impact in SEO's ever-changing world.
  • Structured data matters. ...
  • Page freshness. ...
  • Internal linking (still matters) ...
  • Title tags. ...
  • Obtain backlinks.
Mar 26, 2019

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.

Which SEO techniques are most popular today? ›

12 SEO Techniques to Boost Organic Traffic + Rankings
  1. Study Your Competitors' Best Performing Pages. ...
  2. Conduct a Competitor Keyword Gap Analysis. ...
  3. Find (and Steal) Your Competitor's Broken Backlinks. ...
  4. Use Internal Links to Supercharge Page 2 Rankings. ...
  5. Clean Up Toxic Links. ...
  6. Earn Authority Backlinks with Digital PR.
Dec 15, 2022

What are the 5 key performance indicators? ›

What Are the 5 Key Performance Indicators?
  • Revenue growth.
  • Revenue per client.
  • Profit margin.
  • Client retention rate.
  • Customer satisfaction.

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 most common software used to create reports? ›

Here's a shortlist of the best reporting tools:
  • Wrike. Best for collaboration on project reporting. ...
  • Zoho Analytics. Best reporting tool for easy-to-read charts. ...
  • Whatagraph. Best reporting tool for marketing agencies. ...
  • DashThis. Unlimited users, data sources, and integrations in all plans. ...
  • MeisterTask. ...
  • datapine. ...
  • Tableau. ...
  • Hive.
Sep 1, 2022

What are automated reporting tools? ›

Reporting automation is a tool used in business to automatically generate and share specific information, to selected people, on a pre-decided time interval.

What software is used to create reports? ›

#1) Zoho Analytics

Zoho Analytics is an easy-to-use reporting software. It allows users to create actionable reports in minutes from any data. It features an AI-powered assistant that can get its users intelligent answers for their questions, in the form of meaningful reports.

What are 3 main areas of SEO? ›

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

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 SEO Checklist module? ›

The SEO checklist module keeps a track of how tasks have been taken care of, what has already been done (with timestamps) and what needs to be attended to. If a task needs you to install a module, it provides with a link to download it as well. This data provides a report that can be used for further monitoring.

What is the most important SEO metric? ›

1. Bounce rate. Bounce rate is the percentage of visitors that take no further action after landing on a website, like clicking through to another page, leaving a comment, or adding an item to their cart. It's one of the most recommended SEO metrics to pay attention to (some even call it a KPI).

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.

Do you use Google Analytics for SEO? ›

When used properly, Google Analytics can provide you with gold nuggets of valuable data that you can use to stay on top of your SEO campaigns. Once you start tracking your SEO efforts with Google Analytics, you'll also be able to improve your overall strategy.

What is the most important SEO factor? ›

1. High-quality Content. You may have heard the old SEO saying, “content is king.” And in the case of Google ranking factors, the quality of your content has a huge impact. If you can create content that's unique, fresh, and helpful for users, then Google will rank it higher on its search engine results page (SERPs).

What are the top 3 things you do that are working best for SEO today for increasing search term rankings? ›

Follow these suggestions to improve your search engine optimization (SEO) and watch your website rise the ranks to the top of search-engine results.
  • Publish Relevant, Authoritative Content. ...
  • Update Your Content Regularly. ...
  • Metadata. ...
  • Have a link-worthy site. ...
  • Use alt tags.

What are the 3 SEO KPIs you should be tracking? ›

Once you've set up your Google Business Profile, you'll see several metrics tracked by default within the platform. Including searches, views, clicks, direction requests, and calls. These are all extremely important metrics for a local business and should be tracked as SEO KPIs.

What are the best SEO practices 2022? ›

Best Covid-19 Travel Insurance Plans
  • Write content for humans first. ...
  • Use multiple long-tail keyword phrases. ...
  • Concentrate on featured snippets. ...
  • Pay attention to user experience. ...
  • Focus on technical SEO. ...
  • Build up your backlinks. ...
  • Create an internal linking strategy.
Mar 1, 2022

What are the latest SEO techniques in 2022? ›

19 NEW SEO Techniques For 2022
  • Discover Untapped Keywords on Reddit.
  • Optimize Your Site for Google RankBrain.
  • Update, Upgrade and Republish Old Blog Posts.
  • Write Compelling Title and Description Tags.
  • Find Broken Link Building Opportunities on Wikipedia.
  • Copy Your Competitors Best Keywords.
Oct 15, 2021

What are the new trends of SEO 2022? ›

The best SEO strategies for 2022

Check your Core Web Vitals and invest in improvements. Target long-tail question keywords for People also ask. Create keyword clusters to rank for more queries with one page. Use AI content tools, but as a supplement.

Can SEO be automated? ›

SEO automation is the process of using software to optimize a website's performance programmatically. Here are a few concrete examples of SEO automations AI-driven. SEO automation is the process of using software to optimize a website's performance programmatically.

Can I Automate Google Analytics reports? ›

Once the data is inside a Google Spreadsheet, users can easily manipulate Google Analytics data, create new visualizations, and build internal dashboards. Google Analytics Report Automation (Magic Script) simplifies this process and makes it easy to get the data you want so that you can focus on analysis and reporting.

How do you automate SEO tasks? ›

There are ways to automate repetitive SEO tasks using off-the-shelf tools.
What SEO Tasks Can Be Automated?
  1. Position tracking.
  2. Website crawls.
  3. Monitoring for brand mentions and new links.
  4. Analyzing the quality of your link profile.
  5. Reporting.
  6. Analyzing log files.
  7. Keyword intent analysis.
  8. Generating meta descriptions at scale.
Oct 23, 2020

How do I generate SEO reports in Google Analytics? ›

Under the Acquisition tab, select the All-traffic option, but this time, place your mouse over the Channel option. This will open your Acquisition Google Analytics SEO Report for each channel. You can view your SEO traffic generated by different channels such as Social Media Platforms, Referrals, etc.

Which technique should be avoided in SEO? ›

Don't over-prioritize keywords

Keyword research has long been considered a cornerstone of SEO. Creating content that features the keywords and terms your target audience are searching for seems like the most logical approach. However, using these keywords to excess will seriously harm your SEO strategy.

What should be avoided in SEO? ›

Common SEO Mistakes
  • Slow Site Speed. ...
  • Bad Reviews on Google. ...
  • Faulty Google My Business Verification Code. ...
  • Lack of Location-Specific Pages. ...
  • Duplicate Content. ...
  • Broken Images and Missing Alternative Texts. ...
  • Outdated Content and Information on Site. ...
  • Not Optimizing Your Website for Mobile.

What is replacing SEO? ›

Answer Engine Optimization to Replace Search Engine Optimization.

What will replace Google Analytics? ›

The simple version: Universal Analytics is getting replaced by Google Analytics 4 starting July 1, 2023.

Is Google Analytics obsolete? ›

On July 1, 2023, standard Universal Analytics properties will stop processing new hits. If you still rely on Universal Analytics, we recommend that you prepare to use Google Analytics 4 going forward.

Is Google Analytics illegal yet? ›

Early in 2022 Austrian and French privacy watchdogs have declared that using Google Analytics is illegal for European companies due to privacy violations. Now the Norwegian and Danish Data Protection Authorities have explained how companies may keep using Google Analytics in a legally compliant way.

How do I create a SEO checklist? ›

On-Page SEO Checklist
  1. Crawl your website.
  2. Conduct an SEO audit and define your site architecture.
  3. Update URLs, page titles, and meta descriptions.
  4. Make sure your keyword is in your URL.
  5. Include your keyword throughout your page.
  6. Track keywords and topics for each page.
  7. Don't keyword stuff.
May 19, 2022

How do you track SEO success? ›

10 KPIs to track your SEO performance and drive better results
  1. Organic traffic. This KPI measures how many visitors come to your website from organic search results. ...
  2. Search rankings. ...
  3. Search visibility. ...
  4. Links. ...
  5. Organic CTR. ...
  6. Branded traffic. ...
  7. Bounce rate. ...
  8. Average session duration.
Jul 20, 2020

What is SEO workflow? ›

An SEO workflow is a process for completing SEO projects in a team environment. There are different steps that need to be completed in order, and they range from coming up with the keyword research to launching the finished content online, with the aim of hitting your organic traffic, lead, or revenue goals.

What are the 5 basic reports available on Google Analytics? ›

The 6 Most Important Reports in Google Analytics
  • 1.) Mobile Overview Report.
  • 2.) Channels Report.
  • 3.) Navigation Summary.
  • 4.) Landing Pages Report.
  • 5.) Site Speed Overview Report.
  • 6.) Goal Overview Report.
Oct 17, 2019

How to do a monthly SEO report? ›

Your monthly SEO report should show them a historical data of how their website ranked for different keywords in the past years and months. Go to the “Ranking History” section under “Domain Overview” and you'll be able to see a handy chart outlining their ranking improvement over the months.


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