The reports you send to clients are often the main factor they use to decide whether or not they will continue using your SEO agency.
After all, a client that can see you're generating an extra $2 million for their business will have no problem paying $1 million for your SEO services, whereas a client paying $2,000 that doesn't see any clear ROI will likely cancel.
While numbers don't lie, how you package and present your SEO reports has a huge impact on client retention and your pricing strategy. Due to the complex nature of customer journeys, the value of SEO is notoriously difficult to track.
In fact, you might be producing excellent results and sending reports regularly, yet still seeing client churn and pricing complaints. If this is the case, it might be due to one of these issues with your report:
Your report doesn't contain metrics clients care about (They don't see how your SEO strategy translates to revenue — or the ROI on SEO)
The metrics lack explanation (A 2% conversion rate on blog posts is great! But you're clients might not realize that – it sounds low)
The dashboards themselves are unclear (charts/graphs are difficult to read or poorly designed)
As you can see, most of these issues come down to the SEO reporting tool you're using.
To help you avoid these common issues and improve client retention and value, here are some of the best SEO reporting tools that make it easy to create reports that clients can easily digest and comprehend.
One of the biggest issues with most SEO reports is that while they demonstrate traffic and keyword rankings, business owners only care about conversions and revenue.
Therefore, even if you've done an excellent job driving traffic, a client may cancel if they can't directly link revenue and other tangible business results to your services.
However, tracking conversions and other specific events is difficult for two reasons:
Setting up event tracking in Google Analytics is complicated and often requires a developer.
Without access to individual user journey data, it's nearly impossible to see where a lead initiated from (organic, paid, etc.) and how much your content was a part of their journey.
Oribi solves both of these issues at once, as you can set up tracking for any event (such as clicks on a certain button on a specific page) with zero coding. This feature is called Magic Events, and you can set up tracking with just a few clicks.
Another issue with most reporting tools is that clients often have no idea how to determine whether or not your services are valuable. For example, you might show them that the content you generate drives 30% of their total traffic… but is that traffic actually converting? Instead of just showing numbers, Oribi's correlation feature allows you to ask questions like, "Are blog readers more likely to convert?"
If the answer is "yes, blog readers are 6x more likely to convert," the client is much more likely to double down on content than if you just show them a traffic metric.
If you really want to show off the value of your SEO services, you can use the Channels dashboard to compare conversion rates for top events/UTMs from organic traffic vs. other types of channels.
This is a great way to show off how effective your services are in comparison to the other channels.
However, given the complexity of each customer journey, you may want more detailed data on how SEO played a part in the conversion. Therefore, Oribi’s Super Funnels feature lets you analyze your funnels, and segment that analysis based on traffic source, geo, utms and more.
This will enable you to track not only the conversion rate across organic channels but also which posts they came in through, how quickly they convert, specific actions they take, and more to better optimize your funnel.
Once you've captured all of these insights, creating reports that clearly show off the value of your SEO services requires basically no additional analysis on your part.
All you have to do is click down to the reports tab, and all of your data is automatically imported into beautifully designed reports. However, if you want to adjust the design and add your own branding, it's easy to do so.
You can also add and delete elements of the reports. Once you're happy with the report, you can schedule it to automatically send at a set date and time.
We believe that the ultimate SEO reporting tool doesn’t just create reports – rather, it should first and foremost capture data that shows how your SEO services are impacting your client’s bottom line. The reporting process should also be seamless and painless.
Who is This For?
Oribi is best suited for SEO agencies that are results-driven and want to show their clients that they can impact the bottom line of their businesses. Rather than just tracking vanity metrics, this makes it possible to track revenue to your SEO efforts with no code event tracking and individual customer journey data.
Google Analytics is probably the most popular analytics tool that exists, mainly due to the fact that it’s free and pulls data directly from Google.
For a free tool, it is fairly powerful and can provide metrics on the top traffic sources, session duration, bounce rate, and more.
You can also track specific events in goal tracking, though this often requires technical expertise to set up, so you may need to hire a developer or Google Analytics expert. In addition, you will have to wait for it to collect data after setting up the event – it won’t be able to show you historical data immediately after setting up the event.
For client reporting, you can leverage Google Data Studio, which pulls data from Google Analytics and creates neat reports. Here’s an example of the dashboard:
The three main reports are:
The Audience Overview Report
The Audience Acquisition Report
The Audience Behavior Report
While you can customize these reports to some extent, it is limited. In addition, it shows raw data rather than more meaningful insights like correlations (are blog post visitors more likely to convert?) and individual user journey details.
Once you’re happy with the report, you can send them to clients either by sharing them immediately or setting up recurring emails (for example, send every Friday at 4pm).
Does it Collect Data or Integrate it? Google Analytics only integrates data, so you’ll still have to set up goal tracking and any other events you want tracked in a different tool.
Can it interpret your data? It only offers basic raw metrics rather than providing deeper insights (i.e., "blog post visitors are 5x more likely to convert").
Can you create a custom dashboard? They offer a template that you can customize and white label. Customizing the KPIs included in your dashboard is also fairly simple – just add and omit widgets.
Does setup require technical knowledge? Yes, you'll likely have to hire a Google Analytics expert for any goal tracking, and even the basic setup (verifying your website) is somewhat technical.
Does it offer automated reporting? Yes, you can set it up to send recurring reports to your clients.
Who is This For?
Google Analytics and Google Data Studio are ideal for any marketing agency that has technical resources (and time) to set up the tools and goal tracking. While it is a powerful tool for the price (free), it isn't very intuitive, and you'll probably find your clients asking a lot of questions.
Therefore, you may want to integrate it with one of the dashboard tools below (or just use Oribi as it requires virtually no technical expertise to set up, gathers all of your data in one place, and then automatically generates reports into easy-to-read dashboards).
AgencyAnalytics is a popular SEO reporting tool that enables you to integrate all of your marketing analytics channels into one report.
For example, rather than sending a Google Analytics report that is often complicated and difficult for clients to quickly comprehend, you can integrate Google Analytics with AgencyAnalytics. AgencyAnalytics will then pull the Google Analytics data and demonstrate the numbers in a way that's easier to understand.
In addition to basic analytics like traffic, bounce rates, and other metrics available in Google Analytics, AgencyAnalytics reports also incorporate:
Here’s an example of just one page from their sample SEO report.
Does it Collect Data or Integrate it? AgencyAnalytics only integrates data, so you’ll still have to set up goal tracking and any other events you want tracked in a different tool.
Can it interpret your data? No, it offers raw metrics rather than providing deeper insights (i.e., "blog post visitors are 5x more likely to convert.").
Can you create a custom dashboard? They offer a template that you can customize and white label. Customizing the KPIs included in your dashboard is also fairly simple as you can just add and omit widgets.
Does setup require technical knowledge? No, AgencyAnalytics is very straightforward and beginner friendly. Their support team is also quite helpful. However, the third party tools you’ll have to use to gather your data (such as Google Analytics) do require technical expertise.
Does it offer automated reporting? Yes, they offer automated reporting to set it and forget it.
Who is This For?
AgencyAnalytics is a great tool for SEO agencies that want a better way to organize and present their data. With keyword rankings, backlink audits, competitor analysis, website audits, and technical SEO, it has virtually all the core metrics you need in SEO reporting software.
However, it doesn't provide extensive information on how you've impacted revenue, and it's still basically a collection of raw data organized into more attractive charts. Therefore, you'll still have to draw correlations and insights for clients manually.
DashThis is another popular reporting software that serves broader digital marketing agencies and offers specific SEO reporting metrics.
You can integrate it with Google Analytics, Moz, SEMrush, and Ahrefs to generate all the SEO analytics you need, including basic organic traffic and retention analytics as well as backlinks reporting.
Unfortunately, their template does not include a website audit or competitive analysis, though you may be able to add it if you customize it yourself. In addition, while it shows basic conversion rate metrics, you can't see which pages generated those conversions, where they came from, or the value of those conversions.
However, the charts are designed in an easy-to-read manner for clients to quickly comprehend an overview of basic metrics.
Above is a screenshot of the report template, and you can see the sample SEO report live here.
They offer white label options for a polished look, and can also easily adjust the metrics with drag and drop KPIs. Once it’s finished, you can host it on your own URL.
Does it Collect Data or Integrate it? DashThis is first and foremost a reporting tool, so you'll have to integrate your data into the platform.
Can it interpret your data? While it offers basic metrics, it doesn’t draw insights or interpret the data for you. For example, you can’t ask questions like “How much more likely is an organic visitor to convert than a paid visitor?”
Can you create a custom dashboard? They offer an SEO reporting template, though you can also customize it to your liking with your own branding, color, and design.
Does setup require technical knowledge? Setup only requires about 10 minutes and no technical knowledge. However, you will have to have technical knowledge to get the third party data collection platforms tracking the right events.
Does it offer automated reporting? Setting up automated reporting is relatively simple. Simply choose the frequency and time you want your report sent (every Friday at 2pm), and your reporting is done!
Who Is This For?
DashThis is a great solution for SEO agencies that want a simple reporting tool that's relatively cheap and easy to use. It offers basic SEO metrics that are easy to scan, and its overall dashboard is short and sweet.
However, it does not offer data on how you've impacted revenue or interpret the data for you ("how much more likely is a blog visitor likely to convert?").
Whatagraph is another popular white label reporting tool that offers a dashboard specifically for SEO reports.
To get started with the tool, you can integrate your data from Google Analytics, Google Search Console, Ahrefs, SEMrush, and other third party tools.
Then, you can either build your own report or use their sample reports. As you can see, the reports are structured in a way that compares current SEO campaign performance with the previous week's performance (though you can compare it to any previous time period – it doesn't necessarily have to be last week).
Unfortunately, their sample reports do not include any information on backlinks, competitive analysis, website audit data, and other SEO specific metrics. Feel free to view the full SEO report template.
You can also add your own branding and design if you wish and schedule the reports to send automatically.
Does it Collect Data or Integrate it? To pull data into your Whatagraph reports, you have to integrate it with other third party tools like Google Analytics, SEMrush, Ahrefs, and more.
Can it interpret your data? Whatagraph shows the data imported from your other tools, but it doesn’t interpret it for you (for example, you can’t ask if people that land on a certain page are more likely to convert).
Can you create a custom dashboard? Yes, you can use their templates or design a dashboard from scratch. However, note that their sample dashboards do not include any SEO specific metrics like keyword rankings, backlinks, etc.
Does setup require technical knowledge? No, Whatagraph is designed for anyone to be able to create simple, beautiful reports.
Does it offer automated reporting? Yes, you can set up automated reporting with a few clicks. Just choose the date range you want it to cover and the recurring time/day you want it to send.
Who is This For?
Whatagraph is a great SEO reporting tool for marketing agencies that need a simple reporting solution. As their SEO report lacks more granular SEO metrics (rank tracking, keywords, backlinks, etc.), it might be best for full-service marketing agencies that offer SEO as one of their services. This way, your reporting doesn't get too long winded while still showing basic results.
Unfortunately, they don't offer any conversion tracking or revenue metrics, so it can't show how you're impacting the client's bottom line.
Klipfolio is another one of the best SEO reporting tools available as it is super user friendly and produces beautiful reports.
Rather than offering a sample report, you can build your own using their "Klips." Simply select SEO as your category, and then select the integration of your choice. While they offer most integrations (Google Analytics, SEMrush, Moz, etc.), they do not offer an Ahrefs integration at this time.
From there, you can scroll through the Klips they offer and drag and drop them into your dashboard:
As you'll notice, these Klips are often much more insightful than the raw metrics that you might import from a tool like Google Analytics or Google Search Console. For example, you can ask questions like, "Which keywords are driving traffic to my top landing pages?"
However, it still doesn't allow you to see correlations (how much more likely is a blog visitor likely to convert) or offer extensive conversion/revenue metrics (which is still what your client cares about most).
Once you've created your report, you can customize the design, add your own branding, and schedule them to send automatically.
Does it Collect Data or Integrate it? Klipfolio requires you to integrate existing data into their dashboard, which they then use to pull into a report. While they offer basic integrations like Moz, SEMrush, and Google Analytics, they do not offer an Ahrefs integration.
Can it interpret your data? Klipfolio makes the data a little more straightforward by phrasing most of the Klips as questions like, "Which keywords are driving traffic to my top landing pages?" However, it doesn't allow you to see correlations like, "Are organic visitors more likely to convert?"
Can you create a custom dashboard? Yes, you can create a custom dashboard by using Klips and then add your own branding.
Does setup require technical knowledge? Klipfolio is a non-technical friendly tool and they offer plenty of guides to help you get started.
Does it offer automated reporting? Yes, you can set up automated reporting.
Who is This For?
Klipfolio is a great solution for SEO agencies that want to create client reports that are easy to read and understand. They offer plenty of detailed metrics with Klips, such as Domain Authority, organic keywords, competitor analysis, and more.
However, they do not offer advanced conversion information (which pages are driving the most conversions, where they came from, etc.), and the revenue information is minimal. They also don't allow you to see correlations ("Are blog visitors more likely to convert?").
Cyfe is a reporting software that allows you to show all of your metrics in one place. Therefore, whether you're an SEO agency or a full-service agency with SEO services, Cyfe is an excellent option.
While it integrates with Moz and Google Analytics, it doesn't have an SEMrush or Ahrefs integration, which could limit the data you can use. However, if you do have a Moz account, you can pull backlink and keyword ranking widgets into your dashboard for more detailed SEO metrics.
Unfortunately, Cyfe only offers prebuilt templates for Google Analytics, Google Ads, Facebook ads, and Youtube, so you'll have to build your SEO report from scratch or just customize the Google Analytics dashboard. Here's what that dashboard looks like:
Though if you do build one from scratch, it isn’t very difficult as you just have to import widgets after integrating with Moz.
Once you’ve finished building your dashboard, you can clone it for all of your clients so that you no longer have to recreate dashboards. If you’d like to further edit the dashboards, you can also do so by adding or removing widgets.
Finally, you can host the dashboard on your own domain so that clients can see the link live or on a static page.
Does it Collect Data or Integrate it? Cyfe does not collect data itself, though it does offer integrations with Moz and Google Analytics. Unfortunately, they don't offer SEMrush or Ahrefs integrations at this time.
Can it interpret your data? As Cyfe is meant to be an all-in-one dashboard, it has limited SEO metrics and only shows raw data from your integrations in a more legible format.
Can you create a custom dashboard? Cyfe offers theme and CSS customization to premium users, though you can also just select the widgets you want in your dashboard. However, the user interface is a little dated.
Does setup require technical knowledge? Some G2 reviewers complained that the setup is somewhat complicated, though less so than a tool like Google Analytics.
Does it offer automated reporting? Yes, you can automate your reporting by scheduling recurring emails. You can also choose to send a live dashboard on your URL or a link with a unique user login for clients.
Who is This For?
Cyfe is best for full-service marketing agencies that offer SEO as a service due to the nature of the dashboard. Rather than providing a 10-page report on your SEO metrics, Cyfe gives an overview of how the entire marketing channel is performing. From the main dashboard, you can click into brief reports for each marketing channel.
If you need a SEO reporting tool that will integrate all of your data in one place, configure it into simple dashboards, and enable you to draw actionable insights, Zoho Analytics might be a great choice.
While it’s much more robust and therefore has a steeper learning curve than most of the above dashboards, it’s great for larger companies that need powerful insights and have access to technical resources.
For example, once it’s set up, you can use their AI feature to generate key insights from the data.
In fact, you can get really specific with these insights. For example, you can search for revenue by country:
Unfortunately, Zoho Analytics doesn't offer Ahrefs, SEMrush, or Moz integrations, so if you want link building, technical SEO, or rank tracking data, you'll have to either send a separate report from that tool or rely on data from Google Analytics.
Does it Collect Data or Integrate it? You can integrate Zoho Analytics with various data sources like Google Analytics, Mailchimp, and more.
Can it interpret your data? Zoho Analytics is excellent at showing granular data (revenue by country, a certain time period, etc.), though you'll still have to draw your own conclusions (for example, you can't see correlations).
Can you create a custom dashboard? The interface is a little overwhelming, though with some experimentation, you’ll see that there are customization options.
Does setup require technical knowledge? Yes, the setup for Zoho Analytics is quite complex and will require some technical expertise.
Does it offer automated reporting? Yes, you can send automated reports through Zoho.
Who is This For?
Zoho Analytics is more for larger agencies that offer SEO services on the side. Given the complexity of setting it up, you'll also likely need some technical expertise.
However, it offers excellent data on revenue and other bigger-picture business metrics.
If you’ve been in the SEO space for a while, you’ve probably already heard of Ahrefs. It’s quickly becoming one of the most popular SEO tools with outstanding keyword research, rank tracking, backlink analysis, technical audits, and more.
Therefore, if you’re mainly tracking keywords or backlinks, Ahrefs is excellent as it’s probably a tool you’re probably already using it.
Just log in to Ahrefs, make sure your website is already included in Rank Tracker, and then click "Notifications" (under "Settings"). From there, you'll be able to schedule it to send reports.
Unfortunately, they don’t have an all-in-one dashboard report, though if your clients really care about keyword rankings or backlinks, it’s a nice tool that’s easy to add. If you do need more robust reporting, you can connect Ahrefs with one of the tools mentioned above.
Does it Collect Data or Integrate it? It collects all of the data itself.
Can it interpret your data? As it's only a rank tracker, there isn't a lot of data to interpret.
Can you create a custom dashboard? Unfortunately, there aren’t many design customization options. However, you can customize which keywords you want it to track.
Does setup require technical knowledge? No, it requires zero technical knowledge.
Does it offer automated reporting? Yes, you can send weekly automated rank tracking reports.
Who is This For?
Ahrefs is ideal for SEOs that are already using the tool for daily SEO work. While it doesn’t offer a lot of robust reporting options, the rank tracking report is excellent. You can also integrate it with one of the tools above, which will help you harness its powerful insights into clean and neat dashboards.
SEMrush is very similar to Ahrefs in that it is first and foremost an SEO tool rather than just a reporting dashboard. However, it offers a lot more reporting capabilities than Ahrefs.
Specifically, here are the reporting dashboards SEMrush offers:
Competitor Research Report
Organic Search Report
Advertising Research Report
Google Ads Report
Google My Business Report
You can then white label these reports and send them to clients on an automated schedule.
While these reports show key SEO metrics, they don’t have a lot of data on conversions or revenue, which will make it difficult to attribute revenue to your efforts, though it is still useful.
Does it Collect Data or Integrate it? It collects all of the data itself as it is mainly an SEO tool.
Can it interpret your data? It shows a lot of raw metrics that most other reporting tools cannot offer, though it doesn’t provide correlation or conversion insights.
Can you create a custom dashboard? You can choose the various reports you wish to include and then white label the report with your own branding.
Does setup require technical knowledge? No, it does not require any technical knowledge to get started.
Does it offer automated reporting? Yes, you can schedule it to send automated reports.
Who is This For?
SEMrush is ideal for companies that offer strictly SEO services as most of the metrics it measures are SEO specific. However, it has unparalleled SEO reporting capabilities. The only thing it lacks is revenue and conversion data, which can make it difficult to attribute the business impact you've provided.
SE Ranking is also primarily an SEO tool that offers backlink analysis, competitor analysis, keyword tracking, technical SEO elements, and more.
Therefore, it is similar to SEMrush in that it pulls reporting data directly from its own platform.
To create a report, you can drag and drop KPIs into the dashboard template, select the time period you want it to show, and customize them with easy design features.
Then, you can schedule automated emails or download and send the reports manually.
SE Ranking’s reporting is a little more simplistic than SEMrush’s reporting, though it has a beautiful user interface and might be a great fit for clients that just want to see basic metrics. Unfortunately, it doesn’t have any options to attach revenue or conversion metrics to your services.
Does it Collect Data or Integrate it? Given that the tool is primarily an SEO tool, all of the data is collected directly from the platform.
Can it interpret your data? It shows very simple metrics that are easy to comprehend, but does not show deeper insights like “are organic visitors more likely to convert?”
Can you create a custom dashboard? It does offer minimal customization and white labeling.
Does setup require technical knowledge? No, you don’t need any technical expertise to get started with SE Ranking.
Does it offer automated reporting? Yes, you can schedule it to send automated reports.
Who is This For?
SE Ranking is ideal for SEO agencies (rather than full service marketing agencies) as it offers strictly SEO KPIs. Unfortunately, it doesn’t offer any conversion tracking or revenue insights, so you’ll likely still have to use another tool like Google Analytics (if you have someone with technical expertise) or Oribi.
Improve Your SEO Reporting Process Today
Reporting is the lifeblood of any marketing agency as clients want results – not SEO.
As you’re choosing a tool, ask yourself:
Does this tool show the client that I’m making them money (not just driving traffic)?
Is it easy to understand at a glance?
How much of my time will it take to set up and send reports?
Does the design look professional?
After looking at all of the tools above and asking these questions, you’ll probably find that Oribi is one of the top solutions. Start your free trial today and see how Oribi can positively impact client satisfaction, retention, and even your bottom line.