If you’re serious about growing online, you need to track what’s actually working. Whether you’re running an agency, managing your own site, or handling SEO for clients, reports are where the real insights live. They show you the wins, the gaps, and the next steps. In 2025, SEO tools have become smarter, faster, and more focused on what matters. This guide walks you through the best SEO reporting tools right now, so you can spend less time guessing and more time growing.
What is an SEO Reporting Tool?
An SEO reporting tool is like your personal dashboard for tracking how your website is doing on search engines. It pulls together all the important data in one place so you can see things like your keyword rankings, organic traffic, backlinks, and overall site health. These tools make it easy to spot what’s working and what’s not. Instead of jumping between different platforms, you get clear reports that help you make better decisions, save time, and show real results to your clients or team. If you’re serious about growing your online presence, having an SEO reporting tool by your side is a smart move.
Best SEO Reporting Tools in 2025
Here’s a closer look at the best SEO tools you can use in 2025:
| Tool Name | Starting Price (monthly) | Key Features | Best For | Ease of Use |
| SEMrush | From $139.95/mo (Pro plan) | Keyword research, site audits, back-link analysis, rank tracking, content tools | Freelancers, small businesses, agencies | 4 |
| Ahrefs | From $29–129/mo (Starter/Lite) | Site Explorer, Keywords Explorer, Content Explorer, audit, rank tracking | SEO professionals, agencies | 4 |
| ViewMetrics | Free tier; paid from $19/mo | Marketing dashboards, KPI reporting, multi-client, G Sheets/Slides add-on | Agencies and marketers needing automated reporting | 5 |
| Google Looker Studio | Free | Drag-and-drop dashboards, interactive visualizations, rich connectors | Analysts and marketers building custom dashboards | 3 |
| Moz Pro | From $49/mo (Standard) | Keyword Explorer, Link Explorer, crawl, on-page optimization, DA metric | SEO beginners, small businesses | 4 |
| SE Ranking | From $65/mo (Essential) | Rank tracking, keyword research, backlink check, on-page/tech audits | Solo SEOs and agencies | 4 |
| Serpstat | From $50/mo (Individual) | Keyword research, site analysis, audits, rank tracking, backlink analysis | Freelancers and agencies | 3 |
| Raven Tools | $39/mo (Small Biz annual) | Site Auditor, rank tracker, Majestic/Moz data, white-label dashboards | Small to mid-size marketing teams | 3 |
| AgencyAnalytics | From$59/mo (Freelancer) | Automated dashboards, client portal, multi-user, white label | Marketing agencies managing clients | 5 |
| Nightwatch | From $32/mo (Starter) | Rank tracking (desktop/mobile/local), SERP features, site audit | Agencies/enterprises needing accurate rank tracking | 4 |
| ReportGarden | From $75/mo (Standard) | Cross-channel dashboards, branding, templates, custom metrics | Freelancers and small/mid agencies | 4 |
| DashThis | From $49/mo (Individual) | Pre-built dashboards & templates, unlimited integrations, KPI tracking | Agencies and marketers needing fast setup | 5 |
| Databox | From $159/mo (Professional) | Unified dashboards, alerts, goal tracking, metrics from many sources | Teams/agencies unifying data from multiple tools | 3 |
| Whatagraph | ~$199/mo (Professional, ~25 sources) | Drag-drop dashboards, cross-channel reports, templates, auto-scheduling | Small marketing teams and agencies | 4 |
| BrightLocal | From $39/mo (Track plan) | Local rank tracking, GBP audits, citation tracking, review media, listings | Local businesses and SEO agencies | 4 |
1. ViewMetrics
If reporting takes up too much of your time, ViewMetrics might be the tool you need. It is designed mainly for agencies and freelancers who want to automate client reporting without losing the personal touch. It pulls in data from tools like Google Analytics, YouTube, Mailchimp, and more, and turns it into clean, ready-to-send reports.
What makes ViewMetrics special is how well it works with Google Slides and Sheets. If you already use those tools for presentations, this platform fits right in. You can use pre-designed templates or build your own, and the data updates in real time. It supports multiple workspaces, which is great if you handle different clients, and comes with white-label options too.
Best for: Agencies and freelancers who want automated reporting with Google Workspace integration
Top features:
- Auto-generated reports inside Google Slides and Sheets
- Client-specific workspaces for better data management
- Clean, professional templates you can fully brand
- Data pulled in from over 15 platforms
- White-label options with collaboration tools
Pricing: Free to start. Paid plans begin at $19/month and go up to $99/month for larger teams.
View All Your Marketing and Website Data — Instantly
Connect Instagram, Mailchimp, Google Analytics & more- Pre-built dashboards, no setup needed
- Save hours on reporting every week
2. SEMrush
SEMrush is a complete digital marketing suite that goes far beyond basic SEO. From keyword research and backlink audits to content optimization and competitor tracking, this platform covers it all. Its reporting features are detailed, smart, and customizable, making it a favourite among big agencies and marketing teams.
With over 43 trillion data points, SEMrush gives you unmatched access to market trends and competitor insights across SEO, PPC, social media, and content. You can create automated reports, schedule them, and even white-label them for clients. It also integrates with Google Analytics, Google Search Console, and Looker Studio to give you a complete view of your marketing performance.
Best for: Agencies and large businesses that need in-depth SEO plus multi-channel marketing insights
Top features:
- Deep keyword research with SERP breakdowns
- Full competitor tracking across SEO and paid search
- Website audits with crawl and technical issue reports
- Backlink monitoring with spam score checks
- Automated reports with white-label templates
Pricing:
- Pro: $139.95/month
- Guru: $249.95/month
- Business: $499.95/month
- Enterprise: Custom Pricing
3. Ahrefs
Ahrefs is known for its unmatched backlink analysis. It has one of the biggest link databases, and that’s just the start. The platform helps you dig into competitor strategies, content performance, and keyword opportunities with ease.
What makes Ahrefs shine is how detailed its tracking is. You can see keyword rankings across different devices and locations, get alerts when links are gained or lost, and use its powerful site audit to catch any SEO errors. The platform is also great for content marketers who want to dig into top-performing pages and trending topics.
Best for: SEO pros and agencies that focus on backlink strategies and content-driven SEO
Top features:
- One of the biggest backlink databases out there
- Smart keyword tools with search volumes and difficulty scores
- Content Explorer for researching winning content
- Site audit with clear prioritization of issues
- Rank tracking by country, region, and device
Pricing: Starts at $129/month and goes up to $1,499/month for enterprise plans.
4. Google Looker Studio (formerly Data Studio)
If you’re looking for flexibility, Google Looker Studio gives you full control over how your SEO reports look and work. Unlike other tools with fixed templates, Looker Studio lets you build from scratch. You can connect it with Google Analytics, Search Console, Ads, and even third-party tools to bring all your data together.
What makes this tool so powerful is its customization. You can blend data, create your own metrics, and share reports in real time. Agencies love it because they can create one master dashboard and tweak it for each client. It takes a bit of time to learn, but once you get the hang of it, it becomes your go-to platform for in-depth reporting.
Best for: Agencies and advanced users who want full customization
Top features:
- Connects with 200+ platforms and tools
- Dashboards update live and support filters
- Data blending across SEO, ads, and more
- Custom metrics and calculated fields
- Easy sharing with permission controls
Pricing: Free to use with a Google account. Some data sources may require a premium plan on their platform.
5. Moz Pro
Moz Pro is built for small to mid-sized businesses that want powerful tools without a steep learning curve. The interface is clean, the guidance is clear, and there’s plenty of support for beginners. Moz helps you track rankings, run site audits, explore keywords, and keep tabs on backlinks, all without overwhelming you.
What stands out is how user-friendly it is. You also get recommendations that explain what to fix and why. The MozBar extension adds on-the-go SEO insights right in your browser. While it might not offer as much data as some higher-end tools, it makes up for it with clarity and ease of use.
Best for: Small businesses and beginners who want a helpful SEO companion
Top features:
- Clear and easy-to-understand SEO metrics
- Keyword Explorer with Moz’s difficulty scores
- Site audit with fix suggestions sorted by priority
- Spam score for backlinks
- MozBar for quick SEO checks while browsing
Pricing: Starts at $49/month for basic use. Higher-tier plans go up to $299/month.
6. SE Ranking
SE Ranking is a budget-friendly option that doesn’t skimp on features. It’s great for smaller teams or agencies that want solid SEO tools without high costs. From keyword tracking and audits to competitor research and local SEO, this platform covers everything most teams need.
What’s especially useful is how flexible the reporting system is. You can build reports from scratch, use pre-made templates, or connect it to Looker Studio for better visuals. SE Ranking also excels in local SEO, tracking rankings in over 190 countries. The Agency Pack provides additional tools for client work, including lead generation and unlimited reports.
Best for: Smaller teams and agencies that want value without sacrificing features
Top features:
- Local and global rank tracking with map packs
- SEO audits with mobile and speed checks
- Competitor tracking with traffic insights
- Automated reporting with white-label options
- Agency tools for scaling reports and client access
Pricing: Starts at $55/month. Higher plans offer more keywords, projects, and features.
7. Serpstat
If you want a mix of affordability and power, Serpstat is a solid pick. It brings together traditional SEO tools like keyword tracking and site audits with newer, AI-powered features for content optimization. You can keep an eye on both organic and paid strategies, making it helpful for teams working across different channels.
What sets Serpstat apart is how it supports content creation. Its AI tools help you write and optimize content that’s SEO-ready from the start. You can also explore keyword clusters, analyze your competition, and automate reports. While its database is smaller than giants like SEMrush, it still delivers strong value for the price, especially with unlimited projects in the higher-tier plans.
Best for: Small to medium teams and content marketers who want smart SEO tools without overspending
Top features:
- AI-assisted content generation and suggestions
- Keyword clustering with long-tail keyword discovery
- PPC competitor research along with organic SEO
- Technical SEO audits with mobile and speed analysis
- Batch analysis to manage large campaigns quickly
Pricing: Starts at $69/month. Team and agency plans go up to $499/month with higher position check limits.
8. Raven Tools
Raven Tools is built with agencies in mind. If your focus is on managing multiple clients and creating smooth reports, this tool gets the job done without too much fuss. It doesn’t try to compete with the deep research tools of Ahrefs or SEMrush, but it shines when it comes to reporting and campaign management.
You can track a large number of keywords, run site audits, and integrate with tools like Google Analytics and Search Console. It also supports social media and email data, making it easier to pull everything into one report. White-label reports are available too, and you can automate report delivery on a schedule that fits your workflow.
Best for: Agencies and consultants who need strong reporting without deep-dive research
Top features:
- High keyword tracking limits for big campaigns
- White-label reports with logos, colors, and branding
- Large-scale site audits with technical insights
- Competitive comparisons with keyword overlap
- Integrations with social, email, and analytics tools
Pricing: Plans start at $49/month for small businesses and go up to $479/month for larger agencies.
9. AgencyAnalytics
AgencyAnalytics is like a reporting command center built just for agencies. It lets you track SEO, check rankings, monitor backlinks, and generate reports all in one place. The design is clean, and the reports look polished and professional with full branding control.
What makes this tool stand out is how agency-friendly it is. You can create dedicated dashboards for each client, give them access to their own portals, and schedule reports with performance alerts. It also connects with over 80 platforms including Google Ads, Facebook, Mailchimp, and more. This way, you get everything you need to show real results across all campaigns.
Best For: Agencies that want strong built-in SEO tools alongside automated reporting
Top Features:
- Rank tracking, site audits, and backlink checks built in
- Over 80 native integrations for full campaign visibility
- White-label reports and client portals
- Goal tracking with alerts for performance changes
- Scalable pricing based on number of clients
Pricing: Starts at $79/month for 5 clients. Agency plans go up to $479/month, with extra client add-ons available.
10. Nightwatch
If tracking keyword rankings with extreme accuracy is your top priority, Nightwatch is made for that. It gives you laser-sharp data on how your site ranks in specific locations, including local search pack results. Its interface is clean, and even non-technical users can understand the reports easily.
Nightwatch supports multiple search engines and offers automated, white-labeled reporting that’s ideal for agencies handling local SEO. It may not include all-in-one tools like content optimization or backlink tracking, but for rank tracking and visibility, it delivers on point.
Best for: Businesses that rely on local SEO and need pinpoint rank tracking
Top features:
- Local SEO rank tracking with map pack insights
- Monitoring across Google, Bing, YouTube, and others
- Detailed technical site audits
- White-labeled reports with full branding control
- API access for scaling and custom integrations
Pricing: Starts at $39/month for 250 keywords and goes up to $369/month for high-volume tracking.
11. ReportGarden
ReportGarden is built for agencies that want to bring together all their marketing data into clean, easy-to-understand reports. It handles SEO, PPC, social media, email, and more, so you can show clients a full picture of how their marketing is doing.
Its drag-and-drop dashboard builder and ready-made templates make it easy to get started. You can brand the reports your way, automate delivery, and create dashboards for specific KPIs. Even though it focuses more on reporting than SEO toolsets, it works great alongside platforms like Google Ads and Analytics to deliver complete cross-channel performance snapshots.
Best for: Agencies that want multi-channel marketing reports with strong design and automation
Top features:
- Combine SEO, PPC, social, and email into one report
- Fully customizable and branded reports
- Scheduled delivery to clients
- Easy dashboard creation with drag-and-drop tools
- Cross-channel campaign insights with performance summaries
Pricing: Starts at $40/month. Larger agency plans go up to $312/month for 100 accounts.
12. DashThis
If you’re looking for a reporting tool that keeps things simple and fast, DashThis is a great option. It’s built for marketers and small agencies who want to create reports without getting tangled in too many technical steps. The drag-and-drop interface makes building reports easy, and the platform comes loaded with pre-built templates and widgets for popular metrics.
DashThis connects with more than 30 marketing tools, so you can pull SEO, PPC, and social media data into one place. What makes it stand out is how clean and client-friendly the reports look. You can even add your own comments, customize headers, and give each report some personal context to help clients understand what the numbers mean.
Best for: Small agencies and solo marketers who need simple, fast reporting
Top features:
- Easy drag-and-drop reporting with preset widgets
- 30+ platform integrations covering SEO, analytics, and ads
- Custom branding with white-label options
- In-line comments and explanations for better clarity
- Ready-made widget bundles for tracking grouped KPIs
Pricing: Starts at $49/month for 3 dashboards. Higher tiers go up to $479/month for 50 dashboards.
13. Databox
Databox is all about keeping your most important metrics at your fingertips. It’s designed to help teams monitor performance in real time, with dashboards that look great on phones, tablets, or even TV screens in the office. Whether you’re tracking SEO, ads, or sales numbers, Databox makes sure you don’t miss a beat.
The platform connects with over 120 tools and provides alerts when something unusual happens. If a metric drops suddenly or a goal is hit, you get notified right away. Higher-tier plans also give you AI summaries that break down what the data means and what to focus on next.
Best for: Teams that want real-time KPI dashboards that work across all devices
Top features:
- Mobile-first dashboard design with strong visual clarity
- Connects to 120+ platforms with real-time syncing
- AI summaries and insights on advanced plans
- Performance alerts and goal tracking
- TV display mode for team dashboards
Pricing: Free plan available with daily updates. Paid plans start at $159/month and go up to $799/month for larger teams and more data sources.
14. Whatagraph
Whatagraph is built for agencies that want to present marketing data in a polished and visually impressive way. It turns complex analytics into stories that clients can actually follow, blending data from multiple platforms into a single report.
The design flexibility here is top notch. You get advanced chart options, cross-channel insights, and white-label branding. You can even integrate your own custom data sources through the API. Whatagraph also automates report delivery, so your clients get professional updates without you having to build them manually each time.
Best for: Established agencies that want professional-looking, cross-channel reports
Top features:
- Premium visual design tools with custom charts and graphs
- Easy blending of data from different marketing channels
- Automated reports with smart recommendations
- White-label branding and customization
- API support for unique data sources
Pricing: Starts around $199/month for the Professional plan. Premium and custom enterprise pricing available upon request.
15. BrightLocal
If your work revolves around local SEO, BrightLocal is a must-have. It focuses specifically on helping businesses rank higher in local searches and map results. From local keyword tracking to Google Business Profile management, it covers all the basics and beyond.
BrightLocal lets you track local pack rankings, monitor and build citations, and manage reviews all from one place. It also offers white-label reports and tools for agencies, including lead gen features and multi-location tracking. For teams focused purely on local search and reputation, this tool keeps things organized and actionable.
Best for: Businesses and agencies focused on local SEO and client reputation
Top features:
- Local rank tracking including maps and nearby search results
- Directory submission and citation cleanup tools
- Review monitoring and generation campaigns
- Google Business Profile insights and optimization
- Competitive analysis in specific local markets
Pricing: Starts at $39/month for basic tracking. Plans with more features go up to $59/month. Enterprise pricing is available for 100+ locations.
Top SEO Tool Picks Based on What You Need
Looking for the right SEO tool? Here’s are a few options you can go for based on different use cases:
- If you run an agency, go for ViewMetrics or AgencyAnalytics. Both are built to handle multiple clients smoothly.
- If deep analytics is your focus, try ViewMetrics or Keyhole. These give you detailed data you can actually use.
- If you want a free tool, check out Looker Studio or ViewMetrics. Great value without spending anything.
- If you’re after AI-powered insights, go with Semrush or Surfer SEO AI Reports. These tools bring automation into your SEO game.
- If you’re on a tight budget, SE Ranking or ViewMetrics are affordable and still get the job done.
How to Choose the Right SEO Reporting Tool
Choosing the right SEO reporting tool isn’t just about picking the most popular option. It’s about finding something that fits the way you work and helps you reach your goals. Here’s what to look for:
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Define Your Goals and Reporting Needs
Start by being clear about what you want from the tool. Are you tracking keyword rankings, backlinks, site health, or client reports? Your goals will guide which features matter most. If you only need basic reports, a simpler tool will do. If you’re handling multiple clients, you might need something more advanced.
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Consider Your Budget
SEO tools come at all price points. Some are free with limited features, while others charge based on the number of projects or users. Make sure the tool fits your budget, but don’t forget to weigh what you’re getting in return. Paying a little more could save you time or offer better insights.
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Check for Ease of Use and Customization
No one wants to waste time learning a confusing interface. The best tools are easy to navigate and let you create reports that match your brand or client preferences. Look for simple dashboards, clear visuals, and the ability to tweak report templates.
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Look for Data Accuracy and Integrations
Your insights are only as good as your data. A good SEO tool should pull accurate and up-to-date information. It should also connect smoothly with platforms like Google Analytics, Search Console, and social media tools so you can see everything in one place.
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Evaluate Automation and Scheduling Features
Manually creating reports every week is a time sink. Choose a tool that lets you automate report generation and send them out on a schedule. This frees up your time while keeping your team or clients in the loop.
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Assess Collaboration and Client Reporting Options
If you’re working with a team or managing clients, you’ll need features that support collaboration. Some tools let you add team members, assign roles, or create client portals. This makes it easier to manage communication and keep everyone on the same page.
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Review Scalability for Future Growth
Your needs might be small now, but they could grow over time. Make sure the tool can handle more projects, users, or advanced features as your workload expands. A scalable tool saves you the hassle of switching later.
Closing Thoughts
To wrap things up, the right SEO reporting tool depends on what you need and how you like to work. Some tools are great for client reporting, others shine in deep analytics or customization. You don’t need the most expensive option to get solid results. What matters is finding a tool that helps you track progress, stay organised, and make sense of your data. Once you’ve got the right tool, it becomes easier to spend your time on actual growth instead of sorting through scattered data.
Frequently Asked Questions
What is the best SEO reporting tool in 2025?
It really depends on what you’re looking for. If you’re running an agency, tools like ViewMetrics and AgencyAnalytics are built for client reporting and dashboard sharing. If you’re after deep analytics, SEMrush and Ahrefs are great picks. For something free and flexible, Google Looker Studio is worth trying.
Which SEO reporting tool works best for agencies?
Agencies often need white-label options, automated reports, and tools that grow with them. ViewMetrics and AgencyAnalytics tick all those boxes. They’re easy to use and make client reporting much smoother.
Is there a good free SEO reporting tool?
Yes. Google Looker Studio and the free plan from ViewMetrics are great if you want to build SEO dashboards without spending anything. They cover the basics well and are ideal for small teams or freelancers.
Do SEO reporting tools connect with other platforms?
Most of them do. You can link tools with Google Analytics, Search Console, social media platforms, and even paid ad accounts. This gives you one place to track everything.
What’s the difference between an SEO tool and an SEO reporting tool?
An SEO tool helps you do things like find keywords, fix technical issues, or build backlinks. A reporting tool takes all that data and turns it into simple, visual reports that you can share with clients or team members.
Can I create white-label SEO reports for my clients?
Yes, you can. Tools like ViewMetrics, Whatagraph, AgencyAnalytics, and Raven Tools let you fully customize reports with your own logo, colours, and branding.
What’s the best tool for automated SEO reporting?
If you don’t want to keep sending reports manually, ViewMetrics, AgencyAnalytics, and DashThis are good options. They send scheduled reports automatically so you don’t have to lift a finger.
