An SEO reporting tool turns your audit, ranking, and analytics data into a report a client can actually understand. The right one collates data from several sources, lets you white-label it, and makes progress easy to show at a glance.
Below are eleven tools worth considering, what each is best at, and roughly what they cost. Most agencies end up combining two or three rather than relying on one, so treat this as a menu, not a single pick. Once you have picked your stack, the harder part is the report itself, so it is worth pairing this with our guide to building an SEO report clients actually read.
Pricing was checked in July 2026. Vendors change plans often, so confirm the current price on each tool's own site before you decide.
What to look for in an SEO reporting tool
Beyond the features you need for the actual SEO work, check how each tool handles reporting:
- Does it collate data from different sources (the tool itself, Google Analytics, Search Console, Google Ads)?
- Are the reports easy for a client to understand?
- Do they track historical progress, so you can prove ROI at a glance?
- Do they give an executive summary before the detail?
- Can you white-label them? Can the client log in for a deeper look?
- Can you customize what the report shows?
Write your own checklist before you commit. And remember: just because you use a tool for daily SEO work does not mean it has to be your reporting tool too.
The tools, at a glance
- SEMrush
- SiteGuru
- Google Looker Studio
- SE Ranking
- Raven Tools
- AgencyAnalytics
- Databox
- Moz Pro
- Ahrefs
- SpyFu
- WooRank
The top options for SEO reporting
SEMrush: best for large agencies
SEMrush covers almost everything, which makes it a strong fit for running a client's whole marketing (SEO, PPC, social). It is powerful on the data side, though building custom reports takes time.
Integrations
- Google Analytics
- Google Search Console
- Google Business Profile
- Google Ads
- And more
How reporting works
SEMrush can get overwhelming fast, but it offers templates so you can drag and drop the data you want. A client who only cares about rankings sees rankings; another gets international SEO and backlink reports. You can add your branding and, on some plans, share reports inside SEMrush so clients click around themselves.
Source: SEMrush
Pricing
SEMrush base plans start at $139/mo (SEO), then $199/mo (Starter) and $299/mo (Pro+). Scheduled, branded PDF reporting is a paid add-on (the Pro Report add-on, around $20/mo) that you attach to a base plan.
Pros and cons
Pro: the feature depth is hard to beat, from keyword to backlink tracking with competitive data.
Con: setup takes time, which is added workload unless you genuinely need to report on all of it.
SiteGuru: best for actionable reports
Talking to SEO clients over the years, we kept hearing the same thing: standard reports are hard to read and take too long to make sense of. Clients want the vital insights, not a data dump. That is the reason we built SiteGuru. It runs a weekly SEO audit, monitors your site's health across technical SEO and ranking tracking with a full suite of features, and turns the findings into a prioritized to-do list for you and your client.
It also tracks historical performance and highlights the changes you made, so a client can see how each action affected their results.
Integrations
- Google Search Console
- Google Analytics
- Backlink monitoring
- An AI integration (MCP) and webhooks for automation
How reporting works
You have a few options:
- Share access with your client so they can explore the dashboard themselves. It is built to be readable without SEO training.
- Export or schedule white-labeled reports. The report opens with the next tasks to tackle, then moves into site-wide checks. Add to it, remove low-priority sections, and brand it as your own. You can also schedule it to send automatically, daily, weekly, or monthly, to whichever recipients you choose, so a client gets a consistent report with no manual step.
- Automate and integrate. Pull live SEO data into an AI assistant like Claude or ChatGPT with the MCP integration, or use webhooks to push new to-dos into Slack, log findings to a spreadsheet, or trigger your own workflow when something changes.
Pricing
Every plan includes unlimited users. White-labeled reports are available from the $49/mo Small plan (5 sites) upward. To manage up to 50 client sites, the $199/mo Large plan is the agency tier ($159/mo billed annually).
Pros and cons
Pro: it is highly actionable. You and your clients see exactly what to do next, backed by weekly audit notifications.
Con: it focuses on SEO, so it does not integrate with PPC or social platforms.
Google Looker Studio: best for the tech-savvy
Google Looker Studio is a powerhouse for pulling many data sources (including ecommerce sales) into one visual report. Setup takes a while, but you get nicely visualized dashboards.
We would not use it as the main client report, since it presents data without much narrative, but it is a strong supporting tool.
Source: Google Looker Studio
Integrations
- Almost unlimited. Build connectors to nearly any data source.
Pricing
Free.
Pros and cons
Pro: near-infinite connectors let you show how different data points relate.
Con: it is not structured as a standard SEO report, so you will need to add the context yourself.
SE Ranking: best for mid-size agencies
If you do not need the full sprawl of SEMrush, SE Ranking offers the standard toolkit (keyword and rank tracking, competitor analysis, audits, backlink management) plus auto-generated, shareable reports.
Source: SE Ranking
Integrations
- Google Analytics
- Google Search Console
- Additional integrations via Zapier
Pricing
SE Ranking starts around €109/mo (Core), with the Growth plan around €235/mo. Full white-labeling of the platform and reports comes through its Agency add-on.
Pros and cons
Pro: the white-labeling extends to the platform itself, and reports can be auto-sent to clients.
Con: clients still see mostly data, so a follow-up note adds the context.
Raven Tools: best for PPC and SEO together
If your agency handles more than SEO, Raven Tools tracks keywords, backlinks, rankings, and technical SEO, with added focus on social and PPC.
Source: Raven Tools
Integrations
- Google Analytics
- Google Search Console
- Bing Webmaster Tools
- Moz
- Social media
- And more
Pricing
Raven Tools starts around $39/mo, with full white-labeling on its higher plan. Check the current tiers on its site.
Pros and cons
Pro: good when you manage more than SEO.
Con: as with most of these, you will still explain the figures to the client in a follow-up.
AgencyAnalytics: best for pure client reporting
AgencyAnalytics is built around client dashboards and automated, white-labeled reports, with a wide set of marketing integrations rather than deep SEO data of its own.
Pricing
Priced per client (around $20 per client per month, billed monthly), so cost scales with the number of clients you manage rather than a fixed tier.
Pros and cons
Pro: reporting and client portals are the whole product, so they are polished.
Con: it pulls SEO data from other tools rather than generating its own audit.
Honorable mentions
These can earn a place in a professional stack:
- Databox: more than an SEO tool. Pull data from many sources into one report. Good for agencies covering more than SEO.
- Moz Pro: solid data, but the reports can be confusing for clients to navigate. Better for your in-house team.
- Ahrefs: not built for scheduled reporting (you can set up alerts), but worth including if you need its backlink and keyword data.
- SpyFu: best for competitive research, especially in PPC.
- WooRank: tidy reports in several languages, with plenty of templates.
So which SEO reporting tool is best?
For most agencies, the answer is two or three tools working together, not one. A practical stack: start with a tool that summarizes the insights and changes for your client automatically, add Looker Studio for custom visuals, and bring in a data-heavy tool like Ahrefs where you need extra depth. With a little automation, that becomes a reporting process that scales as you take on more clients.
Once you have picked your stack, the harder part is the report itself. See our guide to building an SEO report clients actually read.
