SEO reporting software: Our favorites


The key to successful SEO efforts is reporting. Since search engine optimization is an ongoing process, results don’t become visible immediately. To understand where your campaign stands, you need to take advantage of analyzing and reporting tools.

A big variety of free and paid software exists to help you evaluate your SEO efforts and create readable reports. However, hardly all programs are created equal.

In this guide, you’ll learn what to look for when choosing SEO reporting software and browse the list of top-notch free and paid tools.

What to look for in an SEO reporting tools

Which elements should you pay attention to when choosing your SEO reporting tools?

1.User Interface

If you are an agency, the SEO reporting tool should have a straightforward interface. You need to present the report to the client, who may not have any experience with search engine optimization.

When checking out the SEO report software, look at sample reports. Are they easy to read? Will a non-specialist understand what you are talking about? Can you put a logo on them for brand awareness and customization?

If you are planning to use an SEO reporting tool for yourself, the UI is just as important. You want to have an easy time looking at your campaign results and comparing them to previous numbers.

2.Other options

SEO reporting tools rarely stand alone. Usually, they come with other options. It’s much easier to work with a multifunctional program than with separate tools. An all-encompassing SEO reporting software may have such features as keyword search, website analysis, keyword and SERP position analysis, competitor tracking, and more.

Depending on your needs and requirements, you can take advantage of a multifunctional or a standalone reporting tool.

3.Access to local data

SEO reporting involves working with current data localized in your client’s region. Comparing SEO data in the UK to what you have in the USA is useless when it comes to local rankings.

The SEO reporting tool you choose must focus on the local information. This way you can understand where your website stands against the competition.

For a client without localization needs, access to regional data may also be important for running cross-analysis between target client groups.


If you aren’t planning to use one tool for all your SEO needs, you have to make sure the reporting software can be integrated with the rest of the programs you use.

Find out if the software can be integrated with such popular options as Google Analytics, Google My Business, etc.

Check if the rest of the SEO tool you are using can work together with the new reporting program. Otherwise, you may be doubling your workload.

5.Variety of features

The number of features offered by the SEO tracking tool may vary depending on your needs and the budget. The program must include such features as:

  • Position tracking option
  • Backlink monitoring
  • Data analytics
  • Competitor data analytics

You may also want to choose a tool that creates a report for:

  • SMM
  • Email marketing
  • Paid Ads

Additionally, you should check how often the software is upgraded for all the features to be up to date.


Some reporting software may only be designed to help you work with one or two clients/companies. As an agency, you may want to consider a program that allows you to increase the number of clients as your company grows.

Look for tools that can make reports for numerous clients. Usually, as your needs grow, you can just increase payments and get multi-client functionality.


Each SEO campaign has its own nuances. None of them can fit a certain template. That’s why reporting software should let you customize reports according to the KPIs, objectives, and priorities set by your team.


High-quality SEO reporting software allows you to export reports to external files. You’ll need this function to use the reports with other programs and have an easier time presenting them to the clients.

Check if the software can export data to XLS, CSV, PDF, or email messages.


Reporting software should offer you the option of creating automated reports. You can set up the reporting feature to send generic reports to your client automatically every week, month, or any other period you agree on.

Best SEO reporting software

In this section, you’ll find a list of our favorite paid and free SEO reporting software suitable both for agencies and in-house marketing teams.

1.Ahrefs – Top SEO reporting tool

When it comes to SEO tools, Ahrefs is one of the most well-known software providers. Its analytics reporting tools are in the arsenal of the biggest SEO companies. Ahrefs is an all-encompassing SEO program that offers:

You can install an Ahrefs SEO toolbar to receive instant on-page reports, including broken link checks, word count, social tags, headings, subheadings, and much more.

Ahrefs reports are easy to generate and share. You can use the program for your in-house marketing purposes or for creating reports for clients.

Cost: Starts at $99 per month. You can take advantage of a 7-day trial for $7.

2.SEMrush – all-in-one SEO report software

SEMrush is another highly efficient all-encompassing SEO tools on the market. It offers a full set of search engine optimization tools, which have a satisfactory learning curve. The tool generates branded and white-label report options. It covers position tracking, backlink monitoring, social media analysis, and more.

The tool also has an Ad Builder that can be of great assistance with ad text for paid search advertising. Additionally, it includes a scheduling feature for social media posts.

The software allows you to create up to 50 different marketing reports for managers and clients. It can export them to PDF and other formats.

Cost: Starts at $99 per month per user. You’d need to purchase a separate license for each user (which makes scalability a costly issue).

3.Moz – efficient SEO reports software

Moz helps perform all types of SEO analytics and reporting. It provides a variety of tools including:

  • Link explorer – analyzes how your link building stands up to the competition.
  • On-page grader – offers recommendations on how you can improve your current SEO efforts.
  • Rank tracker – allows you to analyze how you rank for selected keywords.
  • Fresh web explorer – allows you to analyze popular content to find keywords and topics.

The tools offered by Moz don’t just allow you to make high-quality reports. They help improve your overall SEO strategy. This software has an excellent user interface, aimed both at newbies and experienced marketers.

Cost: Moz offers several free SEO reporting tools and a free trial for paid software. The pro version starts at $99 per month.

4.SEO PowerSuite – excellent SEO report tool

SEO PowerSuite is a good choice for marketing teams of all sizes and experience levels. It takes you through all the steps of an SEO campaign, including content creation, keyword search, rankings, and backlinks.

The software does an excellent job tracking SEO efforts and reporting on the progress. It also has:

  • Rank tracker – researches keywords, tracks rankings, analyzes the competition.
  • Website Auditor – crawls and optimizes website structure, enhanced on-page optimization.
  • SpyGlass – analyzes the site’s backlinks.
  • Link Assistant – runs link building and outreach campaigns

This cross-platform, multilingual software can become the only tool you need to run a successful SEO campaign for one or numerous clients.

Cost: Starts at $125 per year and has a free trial

5.Agency Analytics – inexpensive SEO reporting software

This particular tool can be the perfect choice for agencies working with several clients. It can help you monitor website rankings and stay one step ahead of the competition.

Agency Analytics helps you create automated SEO reports so you can spend more time working on other tasks. It allows you to search for terms relevant to your business to attract more traffic to the website.

This reporting tool is highly customizable. You can use it to increase brand awareness since it puts your name and logo on the report.

Agency Analytics is a great choice for agencies that don’t just offer SEO services but work with social media and email marketing. Top features include:

  • Rank tracking
  • Reporting tool
  • Site audit

It’s one of the most affordable SEO reporting tools available on the market today.

Cost: Starts at $49 per month and comes with a free trial.

6.Google Analytics- free SEO reporting tool

Google Analytics isn’t an SEO reporting tool per se, but running a campaign without it is almost impossible. You can take advantage of Google Analytics to create SEO reports for your company or clients.

It can tell you how well the campaign is working and analyze data like organic traffic, page speed, bounce rate, etc.

Cost: free

Final thoughts

SEO reporting is a complex process, which requires the involvement of specialized software. Each company should discover its own ideal reporting software. By taking advantage of the above selection and advice, you can find the best SEO reporting tool for your company. 

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