The best SEO reporting tools

March 28, 2021
15 minutes
Sam Underwood

SEO reporting tools can help you prove your success, monitor your campaigns, and identify key metrics of your website. They also provide insight into various aspects of your site, including ranking, backlinks, competitors, audience, and content performance.

This article examines SEO reporting tools and evaluates their strengths to help you make informed decisions about investing in them.

Semrush Screenshot

Best overall: SEMrush

SEMrush stands out among SEO reporting tools for its reporting depth, data, and visualization quality. As a platform with over 400 tools, SEMrush’s user interface and navigation are extremely intuitive and user-friendly.

So, what can you get from this swiss-army-knife of SEO?

Combine Data from Multiple Sources

SEMrush offers a variety of integrations to streamline your SEO reporting process. These integrations allow you to generate detailed analytics reports that provide a comprehensive overview of your website’s SEO performance. Some of the integrations that SEMrush offers include:

  • SEMrush’s own proprietary tools
  • Google Search Console, which provides valuable insights into your website’s performance on Google search results pages
  • Google Analytics, which tracks user behavior and engagement on your website
  • Google Business Profile, which showcases your business on Google Maps and search results

Custom Reports and Report Templates

Users of SEMrush are able to build reports without needing any technical knowledge. This is made possible with the use of the drag-and-drop widgets that SEMrush provides.

SEMrush offers two ways for users to build reports. They are able to build custom reports from scratch or make use of the ready-to-use report templates that SEMrush offers in order to speed up the process.

The report templates that SEMrush offers cater to different reporting needs. Examples of these are:

  • Monthly SEO reports
  • Competitor analysis reports
  • Site audit reports
  • Google Business profile performance reports
  • Organic search position reports
  • Backlinks reports
  • Domain comparisons

Each report that is generated includes an in-depth analysis across multiple performance indicators. For example, if you were to choose the Monthly SEO reports template, you would fill out a form in order for your domain to be analyzed.

Monthly Seo

The report you receive would break down your domain data by performance indicators such as:

  • Traffic
  • Keywords
  • Backlinks
  • Site audit

Under the traffic section of the report, you would receive a full breakdown of your site’s traffic performance for the month. This would include metrics such as:

  • Visits
  • Unique visitors
  • Pages per visit
  • Bounce rate
  • Visit duration
  • Traffic sources
Traffic Summary

Even these traffic metrics get a deeper breakdown. For example, see this breakdown of traffic sources by country:

Traffic Analytics 1

Each metric in the report receives a full data breakdown across its key indicators. This is why SEMrush provides a granular report that covers all parts of your website. With SEMrush, users are able to build comprehensive reports with ease.

Report Automation

SEMrush allows you to generate and send automatic PDF reports to anyone you choose, such as customers and team members. You can schedule these reports to be sent daily, weekly, or monthly. Additionally, you can turn reports into templates and use them for future reporting.

Client Portal and White Label Reports

SEMrush allows you to match your reports to your brand identity, including your logo, brand colors, and contact information. Additionally, you can eliminate all SEMrush references from your emails and reports to clients.

You can:

  • Set the email address to send your reports.
  • Accept replies.
  • Customize your message.
  • Add a custom signature.
  • Use templates or custom themes for your reports.
  • Save your customized report as a template for future reports.

SEMrush also supports client portals so you can provide your clients with online access to reports and tasks.

Key features

  • Competitor analysis reporting
  • Integrates with popular tools
  • Automate reporting
  • Drag-and-drop widgets
  • Clients portal
  • Monthly SEO reports
  • Organic search position reports
  • Site audit reports
  • Google Business Profile performance reports
  • Backlinks reports
  • Drag-and-drop reporting widgets
  • Domain comparisons.


SEMrush is an all-in-one tool, and the price reflects this. It has three plans, starting at $119.50 a month if you pay per year to save 17%.

Three Prices
Agencyanalytics Screenshot

Best for agencies: AgencyAnalytics

SEMrush offers many agency support and features. However, for those seeking a more dedicated SEO reporting solution for agencies, AgencyAnalytics is an excellent choice.

What does AgencyAnalytics offer?

Report Templates and Custom Dashboards

You can customize your clients’ dashboards. AgencyAnalytics lets you create dashboards in three simple steps:

  1. Choose your report dashboard
  2. Create a title for the report
  3. Design the dashboard
Create Report 1

You can choose from three report dashboard options:

  • Start with a blank report and create it from scratch
  • Use a template
  • Clone an existing report

AgencyAnalytics lets you choose report templates from those you’ve created or default templates.

Report Template

It offers 16 default templates for different reporting needs around SEO, email marketing, PPC, SEO, and more. Some of the templates relevant to SEO reporting include:

  • Digital marketing report.
  • Google Analytics reports.
  • Lead generation report.
  • Link building reports.
  • Local SEO report.
  • SEO report template
  • Web analytics report template

AgencyAnalytics offers robust reporting and a user-friendly experience. Additionally, you can easily customize your dashboard and add data from third-party sources with just a few clicks.

Site Overview

The tool allows you to track live or sample data and adjust your reporting period to suit your needs. You can even rearrange your report sections by dragging and dropping them to match your preferred order.

Branded and White Label Reports

AgencyAnalytics provides the option to customize your reports with your branding and logo. You can access this feature in settings.

The campaign logo includes two varieties: your Interface and Report logos. Additionally, you can use the Suggest Logo button to fetch logos from your site.

Campaign Logos

Next, you have the campaign colour, where you can use any of the preset themes or enter your HEX code into the boxes to set your colours.

Campaign Colours

Marketing and Reporting Integrations

AgencyAnalytics offers dozens of integrations. For example, it has 20 SEO integrations for both regular and local SEO. You can also search for specific integrations.

Site Areas

Automated Reports

It helps you put your reporting on autopilot. For example, you can set your report frequency to daily, biweekly, weekly, or monthly. And you can set the time the report goes to your client.


AgencyAnalytics enables you to create or modify your dashboard to fit your exact specifications. Its user-friendly drag-and-drop widgets make it easy to add elements to your report, customize them to your liking, and schedule your reporting. This streamlines and simplifies your workflow, reducing the amount of manual work required.

Moreover, the platform provides a useful feature that allows you to add and assign tasks to your team members. This feature is ideal for managing projects and keeping track of important to-dos. By assigning tasks, you can ensure that your team is working efficiently and that all necessary activities are completed in a timely manner. Additionally, the task feature can be used as a personal reminder system, allowing you to keep track of your own activities and goals.

Key features

  • Data integrations.
  • Report automation.
  • Task management.
  • White label reports and branding.
  • Fully customizable reports.
  • Report templates.
  • Drag-and-drop widgets.
  • Unlimited reports across all accounts.
  • Cross-campaign reporting.


AgencyAnalytics has three pricing plans.

  • Freelancer: $12 for monthly billing and $10 per month for annual billing.
  • Agency: $18 for monthly billing and $15 per month for annual billing.
  • Enterprise: custom billing.
Agency Pricing 1
Supermetrics Screenshot 1

Best for DIY’ers: Supermetrics

If you want to create an SEO reporting dashboard on Data Studio and Google Sheets using data from multiple sources, Supermetrics is an excellent option.

This tool enables you to transfer data from various sources to visualization dashboards and storage sources. By combining Data Studio and Google Sheets with Supermetrics, you can create a DIY SEO reporting solution.

Both Data Studio and Google Sheets are free tools, so you don’t have to spend money on data visualization.

Supermetrics serves as a data connector, meaning you must have a data storage and visualization tool to get the most value from it.

Supermetrics Connectors

Supermetrics offers connectors to the following tools and platforms to help you store, visualize, and report SEO and other marketing data:

  • Data Studio
  • Google Sheets
  • Excel
  • Uploader for Google Analytics
  • Google AlloyDB
  • BigQuery
  • Snowflake
  • Azure Synapse
  • Azure SQL Database
  • Amazon S3
  • Google Cloud Storage
  • Azure Storage

Supermetrics Charts for Data Studio

Charts for Data Studio are data visualization extensions that enhance Google Data Studio’s existing data visualization capabilities.

Cost Revenue

The main advantage of this feature is that it speeds up the time it takes for data viewers to gain insights and provides a better user experience. In addition, Supermetrics Charts offers additional visualization options that are not available natively in Google Data Studio, which can improve the quality and speed of user decision-making.

Supermetrics API

You can extract your SEO data using the API and feed it to business intelligence tools, databases, data warehouses, and visualization dashboards that support JSON or CSV inputs. The Supermetrics API is compatible with tools such as:

  • Qlik
  • Tableau
  • Power BI

This feature can help unify your data and remove data silos.

Key features

  • Wide range of data connector integrations.
  • Built-in data connectors for tens of visualization, storage, and reporting tools.
  • Connectors for cloud storage and data lakes like Azure Storage, Google Cloud Storage, and Amazon S3.
  • Connectors for data warehouses like Snowflake, BigQuary, Redshift, Azure Synapse, Azure SQL Database, and Google AlloyDB.
  • Upload to import data from multiple sources.
  • Spreadsheet connectors for Google Sheets and Excel.
  • Data visualization connector for Data Studio.
  • API-enabled data extraction
  • Data automation.


Supermetrics has a variety of data connectors with their own pricing plans, ranging from reporting to storage and visualization. Supermetrics offers a 14-day trial, which allows users to test any connector or feature with no limit on the number of integrations. 

Google Data Studio Screenshot

Best free tool: Google Data Studio

Google Data Studio is the best free SEO reporting tool on the market. The tool supports hundreds of interactions to give users access to over 800 data sets.

Native Google Apps Connectors

Google Connection

Data Studio integrates with the Google apps you already use, including:

  • Search Console
  • Google Analytics
  • Campaign Manager 360
  • Google Ads
  • Google Ad Manager 360
  • YouTube Analytics
  • Google Sheets
  • Google Surveys

In addition, the Data Studio can also connect to certain third-party data sources, such as Amazon Redshift, Microsoft SQL Server, PostgreSQL, and MySQL.

Partner Data Connectors

Partner Connections

Google has hundreds of partners providing over 600 data connectors to Data studio users. Some partners offer multiple connectors. You’ll find more than one connector from platforms like:

  • Supermetrics
  • Power My Analytics
  • Amplified Labs
  • Data Relate

And you can find connectors for popular business tools like these:

  • HubSpot
  • Facebook 
  • SEMrush
  • Amazon
  • Shopify
  • Twitter

There are many other data connection tools available for your SEO reporting needs. Additionally, you can find connectors that support other marketing and business activities, such as ads, customer relationship management, and social media.

Visualisation Templates

Data Studio makes SEO reporting a breeze with many visualization templates to choose from, so you don’t have to build dashboards from scratch.

Template Gallery

You can choose a Google Search Console or Google Analytics template, which will instantly populate with your data if you’ve set up Google Analytics on your website.

Trending Sessions

Key features

  • Template data reports.
  • Access 20 native Google Connectors.
  • Avails over 600 third-party connectors.
  • Pre-built visualization options.
  • User video guides.
  • Linking API.
  • Create interactive and custom reports.
  • Embed reports into webpages.  
  • Add comments and notes to the reports.
Advanced Web Ranking Screenshot

Best rank tracker with reporting: Advanced Web Ranking

Advanced Web Ranking is a tool that can help you with rank tracking, which is an essential component of SEO reporting. By monitoring keyword positions, you can accurately measure your website’s search engine visibility and report on your progress towards achieving your SEO goals.

Performance Reports

Advanced Web Ranking enables you to connect data from your Google Analytics and Google Search Console to its SEO reporting dashboards.

Competitor Rank Analysis 1

This tool allows you to generate performance reports for various organic SEO metrics and competitor analysis, such as:

  • Analysis of competitor rankings.
  • Keyword rank performance.
  • Search visibility performance.
  • SEO performance overview.

Each report provides detailed data on search engine optimization. For instance, the SEO performance data includes detailed rank tracking for top-performing keywords on your website.

Rank Tracking

Advanced Web Ranking (AWR) provides insights into your rank tracking performance across several metrics, including:

  • The number of keywords that rank across search engines for your site
  • The average keyword position for all keywords across the site
  • The number of keywords that rank on the first page of search engines
  • Your brand’s market share of keywords
  • Keyword position distribution

The position distribution report displays the number of keywords ranking in different positions:

  • Rank number one
  • Positions two to five
  • Positions six to ten
  • Positions 11 to 20
  • Positions 21 to 50
  • Positions 51 to 100

These metrics are available under SEO performance overview > Rank Tracking > Keyword distribution. You can find a detailed analysis like this for each ranking report.

Landing Pages

This dashboard also shows your best-performing landing pages, including:

  • The URL
  • Keywords
  • Highest Rank
  • Visibility percentage
  • Top rated keyword for that page

Keyword Suggestions

AWR helps you find keywords to track for your domain name by suggesting them when you use its keywords suggestion feature.

Keyword Research 1

You can select keywords and add them to your basket for tracking. Additionally, you can filter keyword suggestions and add only those you want to monitor.

This feature helps you view your top-ranking keywords in your reports.

Keyword Performance

Tracking Frequency, Page Depth, and Location

AWR allows you to control your tracking frequency, page depth, and location. Additionally, you can select the country you want to track for each keyword.

You can also choose to track how many pages of results show per keyword—five or ten. Furthermore, you have the option to set your tracking frequency to daily, weekly, biweekly, monthly, or pause it altogether.

Project Details

When you pause tracking, it doesn’t refresh unless you do an on-demand refresh or restart tracking.

Search Engine Settings

AWR lets you track keywords across search engines. So, you can set each search engine to provide data by country and device.

Add Search Engine

You can also set custom search types:

  • Images
  • Videos
  • Maps
  • Shopping
  • News
  • Jobs

So you can track keywords by any of these search types. In addition, AWR lets you track keywords by specific locations within your selected country.

You can choose your search engine based on five language options.

Language Selection

Competitor Performance Reporting

You can add and track competitors. Then, like keywords, you can get competitor suggestions when setting up your AWR. 

Competitor Sites

You can generate a competitor analysis report showing your competitor’s SEO performance. This report includes:

  • SERP Features
  • Competitor rankings
  • Competitor estimated traffic
  • Market share

Key features

  • Ranking reports for keywords, competitors, 
  • Automate reports.
  • Report editing and customization
  • Editable report templates.
  • Export reports.
  • Google Search Console and Google Analytics integration.
  • Drag-and-drop report builder.
  • Track and report multiple content types, including videos, texts, and graphics.
  • White labeling options.


This tool offers four plans starting from $49 a month. Save 10% if you pay annually. In addition, AWR offers free 30 days trial.

Cost Plan

Worthy mentions

We have two more tools worth mentioning for their SEO reporting capabilities. 

Nightwatch Screenshot


Nightwatch is an all-in-one SEO platform that enables you to build white-label, user-friendly SEO reports for yourself and your clients. It also provides report automation to help you save time and deliver reports to your clients.

Using Nightwatch’s drag-and-drop report builder, users can create SEO reports in minutes. The available reports include

  • Segmented reports
  • Ranking overviews
  • Configured graphs
  • Backlink reports
  • Site audit reports
  • Location-based reports

Nightwatch pulls data from its rank tracker, as well as from your Google Analytics and Google Search Console accounts.

The tool offers a 14-day trial, and pricing for the all-in-one SEO platform ranges from $32 to $369 per month depending on the selected features and payment plan.

Accuranker Screenshot


AccuRanker provides a native connector for Google Data Studio, allowing you to integrate your AccuRanker data with the data visualization platform.

This SEO tool also integrates with analytics platforms such as Google Analytics and Adobe Analytics. You can receive daily rank updates, and if you want on-demand updates multiple times a day, simply refresh your keywords.

If you have clients, you can automatically share reports with them. For example, AccuRanker offers a white-label service where you can add your logo, set up the data that the client can access, and schedule monthly reports.

With AccuRanker, users get the following benefits:

  • White-label SEO reporting
  • Native Google Data Studio connector
  • Google Analytics integration
  • Adobe Analytics integration
  • Daily and on-demand keyword performance updates
  • Automatic report scheduling

Why use an SEO reporting tool?

SEO reporting tools can help you understand your business performance and demonstrate your value to clients. These reports also help you track progress towards achieving your key performance indicators (KPIs).

As you may already know, achieving enviable organic SEO results takes time and effort. Without reports, you cannot justify your work to clients, who have no reliable way of knowing what progress you have made on their projects.

Of course, you could gather the data yourself. However, using an SEO reporting tool can save you time and money.

Most SEO reporting tools use technology to build and deliver reports on time, as well as improve reporting accuracy. These technologies include:

  • Automation
  • Drag-and-drop builders
  • Connectors
  • Visualization tools
  • Task managers

You can set up most of these reports once and only attend to them when you need to make changes.

How we reviewed

In order to select the best SEO reporting tools available, we considered several important factors. Our top considerations included:

  • Integrations: It’s important that SEO reporting tools are able to gather data from multiple sources in order to provide accurate and comprehensive reporting.
  • Customizability: A good SEO reporting tool should be able to adapt to the needs of a wide range of users. This means that users should be able to customize their reports to their heart’s content in order to get the insights they need.
  • White labeling: In order to reinforce your brand or your client’s brand, it’s important that the reporting tool you choose is able to incorporate appropriate colors, logos, and designs.
  • Pricing: A good SEO reporting tool should be able to justify its price by providing value to its users. It should also be able to accommodate a wide range of users with different budgets.
  • User login limits: Many SEO reporting tools allow multiple users to access the same account. This can be a valuable feature for teams who need to collaborate on reporting.
  • Design/UX: A poor user experience can be frustrating and lead to inefficiencies. For this reason, we only considered tools that support easy report building and a pleasant report user experience.
  • Support: Finally, we considered the quality of the customer support resources and contact options provided by each tool. It’s important to have access to support when you need it in order to get the most out of your SEO reporting tool.


SEO reporting tools are essential for tracking progress and demonstrating value to clients. They save time and money by automating reports, integrating data, and customizing reports. Features like white labeling, task management, and data visualization streamline and improve accuracy. When selecting a tool, consider integrations, customizability, pricing, user limits, design/UX, and support to choose the best option.

Sam Underwood

Sam is an international Ecommerce SEO Consultant with experience implementing enterprise-level SEO strategies.
Technical SEO, SEO strategy, Content strategy

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