Top 12 SEO Reporting Tools for Agencies & Freelancers in 2024
SEO reporting tools play a crucial role in the arsenal of SEO software for agencies. However, identifying the top-performing ones can be challenging. How can you ensure that you select a tool that aligns perfectly with the specific needs of your business?
In this article, I will guide you through an exploration of the 12 most effective SEO reporting software options available today.
What is an SEO reporting tool?
An SEO reporting tool helps digital marketing agencies monitor and analyze website SEO performance. These tools provide insights into keyword rankings, traffic sources, conversion rates, and other key metrics, enabling agencies to improve campaigns and make data-driven decisions to increase leads and revenue.
Most tools integrate data from other apps like Ahrefs, Semrush, or Google Search Console, while some use their own keyword data. The crucial aspect is generating reports that are easy for your team or clients to understand, showing the effectiveness of your SEO strategy.
Whether you have an in-house team or work with an agency, a good SEO reporting tool is essential for visualizing data and sending reports to clients. It's even better if it's white-labeled for a professional appearance.
Selection criteria for SEO reporting tools
Before I introduce you to the tools, let me explain the specific criteria I used to select the most suitable options available.
Features
Keyword tracking : Ability to track keyword rankings in search engines
Traffic analysis: Capabilities to analyze traffic sources, channels, and demographics
Conversion rate measurement: Tools to measure conversion rates from website visitors
Technical SEO audit: Integration with technical SEO audits (e.g., crawl errors, page speed)
Link building tracking: Ability to track backlinks from other websites
Data visualization
Customizable dashboards : Capacity for creating personalized dashboards and reports
Chart and graph options: Support for various chart types (e.g., bar charts, line graphs) to visualize data
Drill-down capabilities: Ability to drill down into specific metrics or segments of the data
Integrations
Google Analytics integration : Seamless integration with Google Analytics for comprehensive tracking
SEO tool integrations: Integration with popular SEO tools (e.g., Ahrefs, SEMrush)
API access: Availability for custom API integrations
Reporting and notifications
Automated reporting : Capability to schedule automated reports at set intervals
Customizable alerts: Option to create custom alerts based on specific metrics or thresholds
Alert notifications: Ability to receive email, SMS, or in-app notifications when changes occur
Scalability and support
Scalable pricing plans : Pricing structures that adapt to growing business needs
24/7 support: Availability of technical support via phone, email, chat, or ticket system
User-friendly interface: Intuitive design for easy navigation and use
Security and compliance
Data encryption : Measures in place to protect sensitive data (e.g., passwords, analytics data)
Compliance with regulations: Adherence to relevant industry standards and regulations (e.g., GDPR)
By evaluating these selection criteria, agencies can choose an SEO reporting tool that suits their specific requirements and aids in making informed decisions regarding client campaigns.
12 best SEO reporting tools you might not know about
Mangools SERPWatcher
Mangools SERPWatcher is a comprehensive all-in-one SEO reporting tool designed for both beginners and experienced users. It provides in-depth keyword research, track rankings, compare SERPs (search engine results pages), monitor link-building performance, and more. Their focus lies on helping you track and report the overall progress of your SEO efforts, rather than pushing suggestions on what to do next.
What makes their detailed reports unique is that they’re interactive, which means marketing agencies can simply share the report with their clients. The best thing about reports is that customers can check their reports at any time, knowing the information is always up-to-date. What’s more, SERPWatcher has an alerts feature that notifies you whenever there’s a major change in your SEO data so you can take action.
Pricing: Pricing for Mangools SERPWatcher starts at €29,90/month (when you pay annually). They have two other pricing plans, at €44,90/month, and €89.90/month, and you can try any of these plans for free, for 10 days.
Link Assistant’s SEO Reports
Link Assistant’s SEO Reports tool is a comprehensive SEO reporting solution built for agencies and businesses. It offers a range of reporting features that allow users to track rankings, compare performance across different locations, analyze competitor data across SEO campaigns, and monitor link-building campaigns.
Their focus lies on creating reports (keyword reports, SEO audits, etc.), and not that much on providing you with actionable advice. The reports do make you aware of SEO issues, helping you figure out technical SEO challenges along the way.
Pricing: The best part about Link Assistant? They have a 100% free version (and no, it’s not a trial). Paid plans are available at $299 and $499/year, and they include features like scheduled SEO reports and saving projects.
AuthorityLabs
AuthorityLabs has two main products: Rank Tracker (for SEO monitoring) and Data Services (for advanced data analytics). Both are designed to help you monitor, analyze, and report website rankings, as well as track organic search visits.
They also provide users with unique features, such as integrations with internal BI tools or the ability to recover organic keywords. Furthermore, Authority Labs supports white label reporting and has a Looker Studio connector. The latter makes it very easy to build your custom reports.
Pricing: Pricing for AuthorityLabs starts at $49/month. Additionally, they have three other pricing plans for $99/month, $225/month, respectively $450/month. They also offer a 14-day free trial if you want to test the product.
Moz Pro
Arguably one of the most well-known SEO reporting tools, Moz Pro is a real pioneer in the world of search engine optimization. Although most view it as a keyword research tool, Moz provides users with many features, such as backlink analysis, rank tracking, and competitor analysis. What’s more important, however, is that they have one of the best reporting features providing valuable SEO insights to their users.
Pricing: Moz Pro is a subscription-based service, and the pricing plans start at $99/month. Additionally, they have three other pricing plans for $179/month, respectively $299/month, and $599/month. The lowest pricing plan allows you to run 150 keyword searches/month, create 5 keyword lists, and run 5,000 backlink queries/month. They also offer free trial versions of their product if you want to test it first.
Google Search Console
Formerly known as Google Webmaster Tools, Google Search Console (GSC) is a free tool provided by Google. It’s designed to help website owners measure their SEO performance and basic SEO metrics. GSC is not an advanced SEO software, but it does the trick.
With GSC, you can monitor organic search visits, if you’ve implemented rich snippets correctly, track rankings across thousands of keywords, optimize titles and descriptions for a better CTR (click-through rate), identify potential opportunities for improvement, and more.
Pricing: Google Search Console is free, and it’s a great tool for anyone who wants to get an idea of their website’s performance in SEO. Bonus points for the user-friendly interface and decent range of features (especially for a free tool).
Looker Studio
Looker Studio is a free SEO reporting platform from Google. It’s designed to help you create interactive, visually-engaging custom reports, and it’s perfect for SEO tracking. The dashboards you create in Looker Studio can include graphs, charts, tables, and other data visualizations to make the reports more attractive. This tool will allow you to create reports on all kinds of data, such as landing pages, countries, devices, and queries. This allows you to provide your clients with a bird’s eye view on how your efforts impact their bottom line—and which areas deserve more attention.
If you’re not sure where to start, choose one of the many available templates to create SEO reports easily and quickly.
Pricing: Looker Studio is a free product.
SEOptimer
SEOptimer is a cloud-based SEO reporting tool that provides users with various features, such as website audits, keyword tracking, competitor analysis, and more. They also offer browser plug-ins for Google Chrome and Firefox, making it easier to track website rankings in the app you use on a daily basis.
Although it might seem basic at first, this tool’s focus lies on simplifying the SEO process by automating various tasks and providing users with in-depth reports on their SEO activity and efforts. SEOptimer also offers white-label reporting on a variety of metrics, including (but not limited to) keyword consistency, content volume, alt attributes, page file size, and more.
Pricing: SEOptimer has two pricing plans: a basic plan for $19/month, a white label plan for $29/month, and a white label and embedding plan for $59/month. They also offer a 14-day free trial if you want to test drive the tool first.
Serpstat
Serpstat is an all-in-one SEO reporting tool built specifically for agencies. Their entire product revolves around simplifying your team’s activities by helping them create comprehensive, well-structured reports, automatically. Keep in mind that this is a relatively advanced tool in terms of the data and opportunities it offers.
Pricing: Serpstat comes in four pricing plans: a Lite plan for $55/month, a Standard plan for $119/month, an Advanced one for $239/month, and an Enterprise one for $399/month. All of these prices are available when you pay for an annual subscription (although can choose a monthly option as well).
Brightedge’s Page Reporting Tool
Brightedge’s Page Reporting tool has a pretty unique angle: it allows you to see how SEO and content are related, and which of your pages and blog posts drive brand engagement. This type of data can be a goldmine for both content marketers and SEO managers, as it can help them identify content that works and double down on what works best for their businesses.
Pricing: Software pricing is not available for Brightedge’s Page Reporting tool, but you can contact their sales team and request a demo for more information.
Audiit
Audiit helps you pull information on search engine results pages for given keywords, so you can optimize your pages for the same search queries. The tool even compares your own pages and blog posts with the ones ranking for your chosen keyword—and then gives you suggestions on what you can do to improve. Every query you make in Audiit will generate an automated report, which you can then use when discussing search engine optimization and edits with your clients.
Pricing: Audiit costs $5/month if you’re looking for up to 10 reports, $12/month for up to 25 reports/month, and $17/month for unlimited reports.
Raven Tools
The original Raven Tools (Classic) allows you to create and share SEO reports, track, audit, and run backlink analysis, as well as integrate data from GSC and Google Analytics in your reports. More recently, Raven has released a search engine marketing tool. This new addition (Raven Reimagined) allows you to peek into competitor Google Ads copy, keyword choices, landing pages, and conduct in-depth SEM and SEO research.
Pricing: The basic SEO tool comes in five pricing plans, starting with $39/month and going up to $399/month. You can also try it for free, if you want to see what it can do for you before you pay. As for the SEM tool, you can get it for free or upgrade to a paid plan (at $39/month or $159/month).
Databox
Databox is a reporting tool built specifically for SEOs and content marketers. It provides users with a central hub to view all their data in one place, without having to switch between multiple tools and dashboards. Although this tool is similar to Looker Studio, it has some advanced features, such as advanced integrations and customer support.
What’s more, Databox will also allow you to build custom dashboards without having to write a single line of code. This way, you can present your clients with all the SEO data in an engaging, professional way.
Pricing: Databox has a free forever pricing plan, which allows you to connect your Databox with three data sources and use up to 60 integrations. Paid plans are split into three categories: for $72/month, $135/month, respectively $231/month.
SEO reporting tools compared
Tool | Purpose | Key features | Strengths | Drawbacks |
|---|---|---|---|---|
Mangools SERPWatcher | SERP tracking | Rank tracking, interactive dashboards, keyword performance | Easy-to-use, affordable for SMBs. | Limited advanced SEO features. |
Link Assistant SEO Reports | SEO auditing & reporting | On-page audits, backlink analysis, customizable reports | Deep feature set, tailored reports | Interface can feel complex |
AuthorityLabs | Rank tracking | Daily tracking, local keyword insights, competitor tracking | Reliable rank data, local focus | Outdated UI compared to competitors |
Moz Pro | All-in-one SEO Suite | Keyword tracking, link building, site audits, and custom reporting | Comprehensive and trusted | Can be pricey for small teams |
Google Search Console | Google SEO data | Search performance, indexing status, Core Web Vitals data | Free, direct Google data | Limited in-depth insights, no tracking |
Looker Studio | Data visualization tool | Connects to multiple sources (GA4, GSC, etc.), custom dashboards | Flexible, integrates with Google tools | Complex setup for beginners |
SEOptimer | SEO auditing & reports | Website audits, white-label reports, and improvement recommendations | Simple, quick audits, affordable | Lacks enterprise-grade features |
Serpstat | SEO & PPC analysis | Keyword research, SERP analysis, backlink tracking, and auditing | Affordable for all-in-one tools | Interface not intuitive for all users |
Brightedge Page Reporting Tool | Enterprise SEO Suite | Content performance analysis, rank tracking, competitor benchmarking | AI-driven insights, enterprise-focused | Expensive, steep learning curve |
Audiit | SEO content analysis | Content analysis based on competitors, keyword density reports | Niche focus on content SEO | Limited to content-based SEO |
Raven Tools | Marketing reporting suite | Automated reports, integration with other tools, campaign monitoring | Customizable reports, multi-platform | Interface could be more modern |
Databox | Data visualization tool | Connects various data sources (SEO tools, social media, etc.), custom dashboards | Highly customizable, integrations | Requires initial setup effort |
Trends in SEO reporting
SEO reporting trends in 2025 are evolving with advancements in AI, changes in user behavior, and new technologies. Key trends shaping the future include:
AI-driven insights: AI enhances data analysis, identifies patterns, and forecasts trends. AI-powered tools automate keyword research, content gap analysis, and performance tracking, making reporting more efficient and actionable.
Focus on user intent & behavior: SEO strategies are shifting from keyword tracking to understanding the reasons behind searches. Reports will increasingly prioritize user intent, focusing on personalized content performance metrics over traditional rankings.
Depth over length in content reporting: With Google's EEAT (Experience, Expertise, Authority, Trust), reports emphasize content quality and topic depth over word count or keyword density. Comprehensive analyses of user engagement metrics (e.g., time on page, bounce rates) are crucial.
Zero-click metrics: As more users find answers directly on SERPs through featured snippets, knowledge panels, and AI overviews, SEO reporting includes zero-click data, focusing on brand visibility and authority rather than just clicks.
Core Web Vitals & technical SEO: Reports highlight metrics like page speed, mobile-first performance, and structured data optimization, which play a growing role in rankings as Google prioritizes user experience.
Alternative search engines: With the rise of AI search tools (e.g., ChatGPT’s integration with Bing and Apple Maps), SEO reports track visibility and performance across non-Google platforms.
Social SEO impact: Reporting includes social signals like platform engagement and user-generated content, which increasingly influence SEO. Metrics linking social activity to website traffic and local SEO performance are becoming standard.
Integrated reporting: Consolidating data from platforms like Google Analytics 4 (GA4), Google Search Console, and third-party tools is essential for a comprehensive view of performance. Real-time dashboards and dynamic reports are becoming more popular.
Summary
Unfortunately, there’s no universally acclaimed SEO reporting tool. Choosing the best one depends on your specific needs. For instance, if you’re an agency, you will need something that helps you generate advanced reports—both to keep an eye on your agency KPIs but also for your client work. Furthermore, you also want to consider a data aggregator and report builder like Looker Studio or Databox. If you’re a freelancer, however, your preferred SEO reporting tools will largely depend on the specific type of SEO service you offer.
The tools presented in this article are just some of the most popular choices currently available, as there are many more out there. In the end, it all comes down to finding the tools (or tool stack) that work for you.
