In the fast-paced world of digital marketing, the ability to effectively navigate and utilise SEO reporting tools has become indispensable.
With the competition in organic search continuing to intensify, it is crucial for both in-house teams and agencies to gain an edge in search engine optimisation. The right SEO reporting tool doesn't just offer insights - it provides a strategic roadmap to achieve results faster and more efficiently.
SEO reporting software has evolved into more than just a tracking mechanism. It's now a critical component in showcasing your progress and efforts in a clear, digestible and visually appealing manner. These tools can save time and eliminate guesswork, allowing you and your team to highlight achievements and pinpoint where your marketing budget is making the most impact.
By shedding light on successful tactics, SEO reporting tools enable you to refine your strategies, impress stakeholders and prove ROI with tangible data.
However, the challenge lies in finding the right tool for you. Each tool comes with its unique set of features, pricing models and learning curves. A tool that is cost-effective but complex may not be as beneficial as a user-friendly yet pricier option. The key is to balance these factors, considering what best aligns with your needs and the needs of your clients. Are you looking for a tool that simplifies complex data for client understanding? Or are you in need of something that offers in-depth analysis for intricate campaign evaluations?
Here we delve into the best SEO reporting tools available today, helping you make an informed decision that will transform your approach to SEO reporting and ultimately drive your business forward.
What is an SEO reporting tool?
An SEO reporting tool is designed to delve into your website's performance and offer vital insights that shape your approach to SEO.
A good reporting tool will act as your SEO analytics dashboard, tracking crucial metrics such as ranking positions, backlinks, search impressions and clicks and so on. By aggregating and interpreting this data, SEO reporting tools provide a comprehensive view of your site's online visibility and competitiveness.
As well as collecting and displaying all of that data, your SEO reporting tool will also play a key role in guiding your SEO strategy. Depending on the tool, you can carry out keyword research, link profile analysis, technical SEO audits and more with an SEO reporting tool – enabling you to combine your current performance metrics with a long-term SEO strategy.
How to do SEO reporting?
The key to SEO reporting is to decide exactly what metrics you want to track and measure. These can include the ranking positions for your target keywords, the amount of traffic you receive from organic search, the number of sales or leads you get from organic traffic, the number of links you earn, your ‘Domain Authority’ and so on.
The important thing is to focus on metrics that mean something to your business, and to choose an SEO reporting tool that best provides the data you need.
What to look for in a SEO reporting tool?
When choosing an SEO reporting tool, there are several key factors to consider to make sure it aligns with your business needs and goals – which can range from basic usability to advanced features and scalability.
Here's a comprehensive breakdown of what to look for:
Ease of Use
The interface should ideally be user-friendly and simple to navigate. Try to avoid overly complex tools that can hinder productivity and are hard to teach others how to use. A straightforward, intuitive design is crucial for efficient use.
Comprehensive Reporting Features
Essential features of an SEO reporting tool include position tracking, backlink monitoring and competitor analytics. The tool should provide a clear and detailed overview of these key metrics.
SEO Optimisation Capabilities
Look for tools that offer robust keyword research features and technical SEO tips. These features will help refine your SEO strategies effectively.
The tool should be capable of growing with your business, handling increased data from multiple sources and environments without losing performance quality.
Accurate and Current Data
Make sure the reporting tool provides reliable, up-to-date data, especially localised for your target region. This is crucial for making informed decisions and maintaining a competitive edge.
Integration with Third-Party Tools
Integration capabilities with other platforms like Google Analytics and Google Business Profile can provide a more holistic view of your digital marketing efforts.
The SEO landscape is ever-evolving, so your chosen SEO reporting tool should be regularly updated with new features to stay relevant and effective.
Access to quality support, whether through documentation, chat support or responsive customer service, is vital for troubleshooting and optimising the use of the tool.
Be sure to take your time to assess each of these aspects in relation to your specific needs. Remember, the most effective SEO reporting tool is one that not only fits your current needs but also has the potential to grow and adapt with your business.
The 8 Best SEO Reporting Tools
Here is our list of the best SEO reporting tools. Whatever features you need for your website or clients, you are sure to find the right tool for you here:
SE Ranking is the top choice for SEO reporting tools as it offers a very scalable solution for agencies and small businesses.
It has all the basic features you need from an SEO reporting tool, such as:
- Keyword rank tracking
- On-page SEO checker/audit
- Technical website audit
- Competitor analysis
- Backlink tracking
- Local SEO tools
It also has Content Marketing tools and a new AI writer built in to help you create content, making it a great all-rounder.
SE Ranking costs £36 per month for the basic ‘Essential’ plan, which is great to get you started but you might need to upgrade to the Pro version at £71.20 per month to get the most out of the tool.
If you want to try it out, you can current get a 14-day free trial:
It also functions really well as an SEO reporting tool, offering intuitive rank tracking as standard along with backlink and Domain Authority tracking.
Although it isn’t strictly designed as a reporting tool, it is a popular ‘one-stop-shop’ for SEOs who don’t need specialist reporting suites, but do want to access their data quickly.
Prices for Semrush packages start from $129.95 per month, and you can get started with a free trial below:
Databox provides “Business Analytics For Everyone”, and is an easy-to-use platform that allows users to pull in data from a range of different sources to create their own visual reports.
It can integrate with over 100 different data sources, so is great for agencies and enterprises looking to build their own custom reports for clients/board meetings.
Databox can pull data from sources such as:
- Google Analytics
- Google Search Console
- Google Ads
- Facebook Pages
- Instagram Business
- Google Business Profiles
- LinkedIn Ads
And that barely scrapes the surface!
See all of Databox’s current integrations here: https://databox.com/integrations
Databox costs $47 per month for the ‘Starter’ package, although you can also set up a free account for limited use:
After starting out as more of an ‘all-in-one’ SEO platform like Ahrefs, Moz and Semrush, Raven Tools has pivoted in recent years to become a leader in the reporting and analytics space.
It still has great SEO tools such as its Site Auditor, Keyword Research and Rank Checker tools, which sit alongside its reporting tools to help you keep track of keywords, backlinks, rankings and technical SEO while adding a new focus on social media and PPC.
It also has a host if integrations so you can build custom reports using data from sources like:
- Google Analytics
- Google Search Console
- Bing Webmaster Tools
Raven Tools prices start at $39 per month for the entry-level ‘Small Biz’ package, and there is also a 7-day free trial available if you wish to check out the features it offers:
Like Semrush, Ahrefs is not a dedicated reporting tool – but its ‘best in class’ rank tracking, technical SEO, link tracking and competitor analysis tools make it a good option.
The Site Audit tool is great for keeping track of the ‘health’ of your website, and provides reports going back as long as you’ve had your account so you can compare scores and show your improvement over time in your reports.
The Rank Tracker also gives you a wealth of historical information about the performance of your target keywords so you can spot trends in the data.
Ahrefs pricing starts at £79 per month for their ‘Lite’ package, although you can also set up a free account to use their Site Explorer and Site Audit tools:
Moz is another good option for those who want tools to help improve their search engine rankings combined with SEO reporting features.
Moz Pro has rank tracking, keyword research and basic website performance reports to help you improve SEO visibility and keep track of the data that can inform better decisions in your overall online marketing strategies.
You can also use it to identify broken links, do backlink analysis and track competitor data.
Moz also has a full suite of free SEO tools and has a great library of SEO resources and guides to help you build your skills.
Moz Pro prices start at $69 per month, and there is currently a 30-day free trial available to new users:
AgencyAnalytics offers powerful dashboards for marketing agencies, including a lot of specific SEO reporting features.
AgencyAnalytics is primarily designed as a platform to automate the reporting process, allowing agencies and SEOs to build their own report (e.g. monthly SEO report) by pulling in data from all of the different integrations. Once you’ve built the report template, AgencyAnalytics will automatically populate the report – saving you a lot of time.
The most popular integrations include:
- Google Analytics (GA4)
- Active Campaign
- Constant Contact
AgencyAnalytics prices start from $12 per month, and you can try it out with a 14-day free trial:
Authority Labs is a great choice for those looking for robust and intuitive rank tracking software.
As a specialist rank tracking tool, it has a few more dedicated features than other reporting tools on this list, including the ability to recover (not provided) keyword data in your Google Analytics data.
You can also use it to track local ranking data, track your competitor keywords and schedule automated reporting.
Prices for Authority Labs start at $49 per month, and you can try it out with a free trial before you buy:
About the Author
Luke Glassford is an SEO expert with over 15 years’ experience.
During his time working in SEO, Luke has set-up an SEO agency, worked as an in-house SEO for a major national company and managed his own successful SEO consultancy - using a lot of different SEO tools along the way!
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