Which Software Apps Have the Best SEO Reporting Capabilities?
Building and delivering useful and comprehensive SEO reports is important for many, if not all, SEO professionals and digital marketing teams.
This post highlights a number of software tools that help marketers handle this task better and more efficiently. It includes dedicated SEO software apps as well as more generic marketing reporting tools.
Tip: Use the yellow ‘Article Contents’ navigation below to jump to specific sections.
Last Updated: Oct 22, 2020
Who Needs Good SEO Reporting?
At least three groups of digital marketers need solid SEO reporting capabilities, including the following.
In-House (Corporate) SEO Teams
Corporate SEO teams need to report on their progress internally, within the SEO team and also to interested peer functions within the company, including sales and upper management.
They may have only a single website to work on, but still need a way to produce consistent reports that non-SEO experts can understand.
They may also have a specific set of competitors to monitor from an organic ranking perspective.
SEO agencies have a number of clients of various industries and sizes. They need SEO reports that are easy to produce and deliver repeatedly over time, with appropriate customization to suit the needs of specific clients.
Reporting automation is a big time-saver for many agencies. White-label, brandable reporting is also key. This allows the agency to use client or agency branding for a more customized and polished set of reports.
SEO Consultants and Freelancers
This group may have a mix of the in-house and agency reporting needs discussed above.
They will usually have fewer active clients than an SEO agency, and perhaps a lower monthly budget for SEO and reporting tools.
They may also rely less on automated, ‘canned’ reports, depending on the nature of their consulting assignments.
SEO-Centric Tools vs General Marketing Reporting Software
Naturally, many of the best reporting capabilities are built directly into the SEO tools platforms themselves.
These software suites provide a variety of reporting features covering the main areas of SEO activity, such as rank tracking and ranking progress reporting, domain strength, backlink profiles and link development (gains and losses) over time, technical site audit results, etc.
Other marketing reporting tools are broader by design. They can incorporate SEO data, but also have the ability to pull in marketing data from other sources and marketing channels.
I introduce tools in both categories below, starting with the SEO-centric reporting options.
Disclosure: I’m an affiliate for some of the tools mentioned in this post. I may earn referral fees from purchases made via links in this article, at no additional cost to buyers.
A Premium SEO and Digital Marketing Toolkit
SEMrush is an incredibly broad and comprehensive digital marketing tool. It covers SEO and several other areas of online marketing, including social media, PPC, content marketing, etc.
From a reporting standpoint, SEMrush offers their My Reports tool for building custom PDF reports.
My Reports highlights include:
- Drag-and-drop widgets for access to dozens of SEMrush data sources
- Connectors for Google Search Console, Google Analytics, and Google My Business
- User-friendly interface and attractive data visualizations
- Reporting layout and structural features (columns, text, titles, etc.)
- Pre-existing and customizable reporting templates
- Automated periodic reporting to team members and clients
- PDF report delivery via email and/or custom web link
- Branding and white-label support (based on subscription level)
See the video below for a complete tutorial of My Reports. It’s 57 minutes long, but you’ll get a good intro look just by watching the first few minutes.
SEMrush 'My Reports' Intro and Tutorial
SEO, SEM, and Solid Reporting in One Platform
For SEO practitioners in need of an extremely broad and powerful digital marketing toolkit, along with robust and flexible reporting capabilities, SEMrush is definitely worth a very close look. It’s a strong combination of features that’s hard to beat.
For people also using Google Data Studio, SEMrush offers an easy way to connect at least some of their data sources with Data Studio.
SEMrush Pricing and Trial
Another SEO Heavyweight with Good Reporting Tools
Like SEMrush, Moz Pro includes tools and features for building custom SEO reports.
Moz reporting highlights include:
- Pre-built and customizable templates
- Drag-and-drop widgets covering all essential SEO data from Moz
- Ability to add text notes to reports
- SEO charts and graphs for data snapshots and/or trendlines
- Exportable PDF and CSV formats
- Periodic automated delivery to team members and clients
- Branding features for corporate or client identity (white-label)
Learn about the Moz approach to customized SEO reporting here.
Also be sure to check out the helpful Moz blog category on SEO reporting.
Moz Pricing and Trial
Moz breaks their Pro plan into four pricing tiers, ranging from $79 to $479 per month when paid yearly. This is a 20% savings vs. monthly payments.
They also of course have customizable plans and pricing available for large enterprises.
Moz also offers a generous 30-day free trial for Moz Pro.
Family of SEO Applications with Robust Reporting
I’ve been using SEO PowerSuite for a few years now as my primary SEO tool. I cover them in more detail in this post about good budget-friendly SEO tools.
SEO PowerSuite’s four applications include:
Rank Tracker – For keyword research, rank tracking, competitor analysis, and related reporting
WebSite Auditor – For performing technical website audits and getting prioritized recommendations on what needs fixing. Also includes content analysis and SEO competition analysis
SEO SpyGlass – For building a comprehensive backlink profile of any website, including your own as well as competitor sites
LinkAssistant – For performing backlink opportunity research and link-building campaigns
SEO PowerSuite Reporting Features
After spending a few minutes with SEO PowerSuite’s applications, you quickly realize that they all have a very similar look-and-feel to them.
Their reporting functions follow the same pattern. They work in a very similar and consistent fashion and have many of the same features across applications.
The two videos below provide a good introduction to SEO PowerSuite’s reporting features.
- Consistent reporting interface and customization features between all SEO PowerSuite applications
- Customizable drag-and-drop report sections and elements
- White-label branding options for company and client customization
- Exportable PDF and CSV options
- Automated report publishing and email distribution options
- Easy report storage and distribution via the SEO PowerSuite Cloud
SEO PowerSuite Custom Reports Intro
SEO PowerSuite Automated Reporting
Good SEO Reporting Features in a Value Priced Suite
As far as comprehensive paid SEO tools are concerned, SEO PowerSuite is a good value-priced solution when compared to premium alternatives like Ahrefs, Moz, and others.
For those also in need of flexible SEO reporting capabilities, SEO PowerSuite is definitely worth testing and considering for both in-house and agency needs.
SEO PowerSuite Pricing and Trial
The Pro version of SEO PowerSuite costs $299/year (~ $25/month). The Enterprise version is $699/year (~ $58/month).
The free version is great for trying out the software for as long as you like. No specific time limits here, though there naturally are some feature limitations vs the Pro and Enterprise levels.
One great feature of the free version is that there are no limitations on the number of websites or number of keywords.
See their features and editions page for complete details. Or learn more by hitting the red button below.
A Primary Competitor to SEMrush and Moz
Like SEO PowerSuite, Ahrefs focuses on providing PDF reports from each of its main SEO tools.
This is unlike SEMrush and Moz, who have dedicated reporting utilities that can pull in data from all of their tools into one customized report.
Ahrefs reporting highlights include:
- Scheduled email reports for ranking movements, SERP features gained and lost, new ranking keywords, and other performance data based on user-defined tags
- Exporting various PDF reports from each area of its SEO tools
- Alerts for new web mentions discovered by the Ahrefs crawlers
Unlike many competitors, Ahrefs does not allow white-label reports for client delivery. See this reference article for more on that topic.
Ahrefs does provide a useful SEO report template here. It leverages all the main tools in the Ahrefs SEO toolbox.
Ahrefs Pricing and Trial
Ahrefs offers four main paid plans, ranging from $82/month to $832/month when paid in full on an annual plan.
Ahrefs does not offer a free trial, but you can try them out for 7 days for only $7, with full access to all tools and features at their Lite or Standard levels.
See their pricing and features breakdown here. Or just hit the button below to start exploring Ahrefs further.
SEO, Social, and Strong Reporting Features in One Toolkit
Part of the TapClicks family of companies, Raven Tools provides a cloud-based ‘all-in-one’ toolkit for SEO professionals ranging from freelancers and SMBs to large agencies and enterprises.
It is a complete SEO software suite that is particularly strong in the area of marketing reporting for agency client work and in-house needs.
This video illustrates some of the reporting flexibility that many Raven customers value for simplifying their digital marketing reporting tasks.
Raven Tools - Reporting Intro and Highlights
Raven Tools Reporting Highlights
Raven’s reporting features include the following:
- Comprehensive and highly-customizable reporting for SEO, PPC, social, email, and even call tracking
- Data integration options for 30+ data sources
- White label and branded reports for marketing agencies serving multiple clients
Raven Pricing and Trial
Raven Tools is structured into five main plans and pricing levels. These range from $39/month to $399/month when paid in full on an annual plan.
This represents up to 30% savings compared to straight monthly billing.
Their ‘Grow’ plan at $139/month is popular and represents the middle of their pricing range.
They also offer paid connectors to Google Data Studio here.
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Google Data Studio
Google’s Reporting Tool for SEO and Other Marketing Data
Google Data Studio is a free data visualization tool from… you guessed it… Google.
It works with multiple data sources, including Google Analytics, Google Search Console, and many 3rd-party marketing tools and platforms.
As the term ‘studio’ implies, Google Data Studio allows you to design beautiful reports populated with your important marketing metrics. Many elements can be made interactive, as well. This gives your report users the ability to change data ranges and other items to further refine the data presented.
Google Data Studio is a great alternative to using the more legacy (and static) dashboards available natively within Google Analytics.
Data Studio and SEO
For SEO reporting purposes, Data Studio’s direct connection to Google Search Console will often be the most important, followed by Google Analytics.
There are also many partner connectors available for several popular SEO platforms.
It’s also a big help when you can find good pre-built templates for Data Studio, to make your SEO and SEM reporting tasks easier.
See Data Bloo for an example search console template for Google Data Studio.
Google Data Studio Pricing
Data Studio is free to use. All you need is a basic Google account sign-in to access it.
Keep in mind that some 3rd-party connectors and reporting templates may require payment.
Flexible Marketing Dashboard Solution
Databox is a marketing dashboard vendor used by over 15,000 companies and marketing agencies.
They use the concept of ‘Databoards’ to organize and display key performance indicators (KPIs) and other important marketing metrics.
As the diagram above shows, Databox works as a hub for collecting and presenting data from multiple 3rd-party sources. They offer a simple Dashboard Designer to allow dashboard customization with no coding or deep design skills required.
Databox offers 200+ report templates for the most popular data sources, so you don’t have to start from scratch when building reports.
They also support further calculations on metrics, so users can create their own calculated metrics to suit their specific analysis needs.
The short Databox video below provides a quick overview of how easily data sources can be pulled in to their reporting platform.
Databox Reporting Intro
Databox for SEO Reporting
For SEO-specific reporting, Databox offers integrations with Google Analytics and Google Search Console, plus connectors for SEMrush, Ahrefs, Moz, and AccuRanker.
See their sample templates for SEO, SEM, and a wide array of other reporting setups. They have ~ 25 SEO and SEM report templates, per my last check.
Databox Pricing and Free Versions
Databox starts with a ‘free forever’ plan that includes a good set of features for those with basic reporting needs.
For those ready to move up, there are three paid plans ranging from $49 to $248 per month when paid on an annual basis. This represents a 17% discount vs month-to-month pricing.
Databox also offers custom plans and implementation support services, as well as a growing directory of partners.
Get all the details about Databox plans and pricing here.
Databox for Agencies
Marketing agencies can also start with Databox for free. They can then scale up as needed into the Basic, Plus, and Business levels.
All agency accounts include a range of agency-specific features for multi-client management, performance, and goal tracking.
Naturally, the paid agency levels unlock more agency-specific features, including custom branded dashboards, advanced user and client access controls, and additional security measures.
Reporting for SEO and Other Marketing Metrics
Supermetrics is another tool for aggregating and reporting marketing metrics from multiple data sources.
They interoperate with data visualization tools, spreadsheets, and even marketing data warehouses.
The first video below provides a high-level overview of Supermetrics.
Supermetrics High-Level Intro
Supermetrics for SEO Reporting
For marketing teams needing SEO reporting, Supermetrics offers connectors to the following data sources:
- Google Analytics
- Google Search Console
- Bing Webmaster Tools
- Google My Business
The video below (~ 42 minutes long) provides an in-depth case study about how Supermetrics, Google Data Studio, SEMrush, and other tools can be used for detailed SEO analysis.
Also see their associated SEO analytics blog post here.
Supermetrics SEO Analytics Case Study
Supermetrics Pricing and Trial
Supermetrics pricing varies by product area.
For example, Supermetrics for Data Studio starts at $39/month. Supermetrics for Excel or Google Sheets starts at $99/month (each).
Other Supermetrics options are available via custom quote.
Supermetrics also offers a 14-day free trial for its main products here.
Marketing Reporting Tools for Digital Agencies
Megalytic also provides flexible marketing reporting tools, used primarily by digital marketing agencies and website hosting companies.
Their reporting capabilities span the range of SEO and PPC, social media, content marketing, conversion and ecommerce, and email marketing. They also interoperate with Google Data Studio.
Megalytic SEO Reports
Megalytic’s standard SEO reports pull primarily from Google Search Console and Google Analytics.
Learn more here about Megalytic’s standard SEO report template.
The video below shows how Megalytic pulls in Google Search Console metrics. It’s more flexible and user friendly compared to using GSC alone.
Megalytic Demo with Google Search Console Data
Megalytic Pricing and Trial
Megalytic offers four paid plans, ranging from roughly $40/month to $400/month.
Their Premium tier at $200/month is popular with many agencies. It offers 50 reports, 100 connections, 3 users, and 10 clients.
They offer granular controls for adjusting plan parameters and pricing as well.
They also offer a 14-day free trial.
Other Reporting Options
A Few Honorable Mentions
Most comprehensive SEO platforms have some form of reporting capability, even if it’s more limited in scope in some cases.
Other SEO tools worth reviewing for their reporting features include the following.
Mangools is a value-priced SEO platform that covers all the essentials of SEO analysis.
From a reporting standpoint, Mangools offers interactive rank tracking reports via their SERPWatcher reports and alerts features.
This is an online, interactive tool that provides shared rank tracking reports for clients and in-house teams. It includes an alert function for setting up automated alerts based on position changes for tracked keywords.
They do have built-in SEO reporting features, of course. These include dashboards, email alerts, data visualization features, and white-label support for client report customization.
Serpstat’s SEO reports can also be exported in multiple formats.
Ubersuggest is a cloud-based suite of SEO tools offered by digital marketing leader Neil Patel.
It’s a capable and value-priced SEO suite that is bound to grab market share in this software category… perhaps primarily from the more expensive platforms provided by SEMrush, Moz, and Ahrefs.
From a reporting standpoint, Ubersuggest does have the ability to export various SEO reports. This is true across all subscription levels, but varies by the number of reports allowed per day.
Ubersuggest’s subscription tiers also vary by:
- Number of pages crawled per report for website SEO audits
- Number of rows exported per report for things like keyword research, competitive analysis, and backlinks analysis
For more details, see Ubersuggest’s Plans and Pricing page.
Ubersuggest’s SEO reporting features may seem a bit limited today, but it is certainly a platform to watch as Neil’s team develops this suite further.
Ryte offers comprehensive tools for technical website audits, SEO analysis and rank tracking, and website content optimization. Their overall focus is ‘website quality management and assurance’, so SEO and content are naturally a major focus for Ryte.
(They’re also based in Munich, home of some of my favorite beers on this planet. Extra points for that… 🙂
Ryte includes a variety of dashboards and reporting capabilities within their platform. For example, their Website Success tools contain over 40 issue reports to help webmasters and SEO teams find and fix technical site issues that can hurt SEO.
Ryte also offers a variety of free and sophisticated SEO and content analysis tools here.
For more on reporting using Ryte’s tools, see these articles:
SEO Reporting Guide
Ryte Reports for Experts
SEO Reporting for Agencies
Majestic is a well-respected leader in the area of SEO backlink analysis.
With over 2 trillion backlinks in their historical link database (5 years), and over 470 billion in their fresh database (120 days), Majestic’s tools are popular with SEO pros around the world.
Tools include their Site Explorer and Backlink Checker, including metrics such as Trust Flow, Citation Flow, and Visibility Flow.
Majestic offers reporting tools at the Pro plan level. These include standard and advanced reports.
This blog post on Majestic’s advanced reports provides more tips and insights into how to get the most from them.
Great SEO Reporting Options for All Needs and Budgets
With all the SEO tools available these days, it’s not surprising to find a wide variety of approaches to SEO reporting as well.
There are many good choices to consider for both in-house and agency-side SEO teams. They may need different reporting capabilities, and for different audiences as well.
This post introduced a range of tools to consider for reporting purposes. One or more of these may be ideal for you and your SEO team.
Comments and Feedback
What’s your favorite tool for SEO reporting?
Is it an all-in-one SEO software suite like most of the ones I covered above, with built-in reporting features?
Or is it a more general purpose reporting platform, like Google Data Studio, Databox, Supermetrics, or Megalytic?
Or is it a collection of tools that fit your company’s or agency’s specific SEO workflow?
Should I add any other vendors or platforms to my discussion above?
Feel free to add your thoughts below.
Thanks for reading, commenting, and sharing with your social networks.