Key takeaways
- The best SEO reporting tools do three things: pull rankings, traffic, and links into one place, brand the result, and send it on a schedule without you touching it.
- Zutrix includes white label reports, live share links, and scheduled PDFs from $89 a month with no per-client fee. AgencyAnalytics charges $20 per client.
- Looker Studio is free and connects to everything, but you build and maintain every template.
- Report the numbers clients act on: rankings for money keywords, organic traffic, conversions, and new links. Cut the rest.
SEO reporting tools exist because the data lives in four places: your rank tracker, Google Search Console, Google Analytics, and a backlink index. A reporting tool pulls them together, puts your logo on the result, and sends it monthly. This guide compares eight of the best SEO reporting tools on data sources, white label, automation, and price, with costs checked on September 16, 2026.
We build Zutrix, which includes reporting in its plans, and it is first on the list. We are a vendor. So every tool gets the same criteria, and we say where a dedicated reporting platform is the better choice. For what to put in the report, see our SEO report template.
What good SEO reporting tools do
- Pull rankings, Search Console, Analytics, and backlinks into one view.
- White label: your logo, colors, and domain, with no vendor branding.
- Live links a client can open any day, plus scheduled PDFs.
- Plain language annotations, so a number comes with a reason.
- Pricing that does not grow per client.
- Data the client can verify, such as SERP screenshots or Search Console figures.
There are two kinds of SEO reporting software. SEO platforms that report on the data they collect, like Zutrix and SE Ranking. And connector dashboards that report on data from other tools, like AgencyAnalytics and Looker Studio. Both can produce automated SEO reports on a schedule, and both can serve as an SEO client reporting layer. Pick the SEO report tool by where your data already lives. The first kind is cheaper and simpler. The second kind handles more channels. Our SEO KPIs guide picks the numbers worth putting in either.
4
Data sources in a typical SEO report
$20
AgencyAnalytics per client per month
$0
Looker Studio, plus your time
How we picked these tools
We priced each tool for a ten client agency needing white label reports. Then we checked which data sources it pulls without connectors, whether reports can be scheduled and shared live, and whether the branding can be removed completely, including from emails. Tools that charge per client or per dashboard are marked, because that is where agency bills grow. Prices were checked on September 16, 2026.
Best SEO reporting tools at a glance
| Tool | Type | Price | White label | Per-client fee |
|---|---|---|---|---|
| Zutrix Agency | SEO platform | $89 weekly checks, $149 daily | Included | No |
| SE Ranking | SEO platform | $129 plus $69 Agency Pack | Add-on | No |
| AgencyAnalytics | Connector dashboard | $20 per client | Included | Yes |
| Looker Studio | Connector dashboard | Free | Manual | No |
| DashThis | Connector dashboard | From $49 for 3 dashboards | Included | Per dashboard |
| Semrush My Reports | SEO platform | $139 plus Agency Growth Kit | Add-on | No |
| Whatagraph | Connector dashboard | From about $249 | Included | No |
| Google Search Console | Source data | Free | No | No |
The best SEO reporting tools, reviewed
1. Zutrix
Zutrix
Reports built from the data Zutrix tracks, with white label on Agency
- Price
- Reports on every plan from $19, white label on Agency from $89
- Data
- Rankings with screenshots, backlinks, site audit, keyword research, AI visibility, Search Console
- Delivery
- On-demand custom reports, scheduled PDFs, live share links, embeddable widgets
- Clients
- Unlimited projects, no per-client fee, 10 seats on Agency
Zutrix reports come from the data it collects, so nothing has to be connected. Each client project has rankings with a screenshot of every SERP, a site audit, backlink changes, and AI visibility. Any of it can go into a branded PDF or a live link. Agency adds your logo and domain. See the Rank Tracker for the tracking side and our rank tracking for agencies guide for the setup.
Where connector tools win: paid ads, social, email, and call tracking in the same report. Zutrix reports SEO. If your monthly PDF is half Google Ads, you need AgencyAnalytics or Looker Studio.
Zutrix: pros and cons
Pros
- No per-client fee
- SERP screenshots in reports
- AI visibility alongside rankings
- Nothing to connect
Cons
- SEO data only
- Fewer layout options than dashboard builders
- No client login portal
2. SE Ranking
SE Ranking builds reports from its own tracking, audit, and backlink data. The Agency Pack at $69 a month on annual billing adds white label, a client portal with logins, and unlimited scheduled reports. Total with Core is about $172 on annual billing. It is the pick if clients want to log in themselves. See SE Ranking pricing.
3. AgencyAnalytics
AgencyAnalytics connects 85 plus sources and builds white label dashboards and reports for $20 per client per month on annual billing. Rank tracking is an add-on at $41.67 per 500 keywords. It is the best choice for multi-channel agencies and the most expensive per client for SEO-only work. See Agency Analytics alternatives.
4. Looker Studio
Google's free report builder connects natively to Search Console, Analytics, and Ads, and to rank trackers through connectors. You can brand it however you like. The cost is time: a good client template takes a day, and connectors for non-Google data are often paid. Our SEO dashboard guide walks through a template.
5. DashThis
DashThis is a dashboard builder with 34 plus integrations and white label on every plan, priced per dashboard from $49 a month for three. It has no data of its own, so you connect a tracker. Good for agencies that own the data tools and want a presentation layer.
6. Semrush My Reports
Semrush includes a drag and drop report builder, and the Agency Growth Kit adds white label and a client portal. It only makes sense for teams already paying $139 plus for Semrush. See Semrush pricing for the add-on costs.
7. Whatagraph
Whatagraph is built for large marketing agencies reporting many channels to many clients, with pricing from about $249 a month. Cross-channel reports and data warehousing are strong. It is more than an SEO agency needs.
8. Google Search Console (source, free)
Search Console is not a reporting tool, but its Performance report is the one page every SEO report should draw from, because it is Google's own data. Export it monthly, or connect it to any tool above. Clients trust it because Google made it.
Which SEO reporting tool should you pick?
| Your situation | Pick | Why |
|---|---|---|
| SEO agency, many clients | Zutrix Agency | White label, no per-client fee, screenshots |
| Clients want to log in | SE Ranking + Agency Pack | Client portal |
| SEO plus paid and social | AgencyAnalytics | 85 plus connectors |
| No budget, some time | Looker Studio | Free and flexible |
| Own the data, need a layer | DashThis | Presentation only |
| In-house team, one site | Zutrix Pro or Search Console exports | Simple and cheap |
- +Put proof in the report. Screenshots and Search Console numbers end arguments.
- +Send the same template every month so clients learn to read it.
- +Annotate every big change with a cause.
- xReport 40 metrics. Report the five that drive decisions.
- xPay per client for prospects and pitches.
- xSend a PDF nobody opens. Ask clients what they read.
FAQ
Common questions
Written by the Zutrix team
Last reviewed September 16, 2026
Zutrix has built rank tracking and SEO software for more than eight years. Our guides come from the same team that runs the product, and every how-to is checked against what we see in real ranking data across the keywords our customers track. We write them for people who are new to SEO and for agencies who want a clear answer fast.
Search volume and difficulty figures come from live Google results and third-party keyword data.
Sources and further reading