Best 5 White Label SEO Reporting Tools for 2020

Providing excellent data reporting to your customers is one of the most popular white label services within the digital marketing space. And quite rightly so. Showing success for your activities, whether you’re doing it in-house or outsourcing is crucial for improving customer happiness and avoiding churning for your campaigns. So when we set out to design the perfect white label seo offering on the market – we know that it would also be necessary to nail down the perfect white label SEO reporting process.

I’m not going to lie – it took some time and multiple tool trials, but what we’ve learned in the process was very important. I wished to share with you in this post:

  • What are SEO reporting solutions white label and what do they do.
  • The different options that are out there.
  • What to look for in a white label SEO reporting package.
  • Reporting White Label SEO vs Doing it Yourself

What is White Label SEO Reporting?

White label SEO reporting is the process of offering your customers reporting through third – party software and solutions while preserving your own brand’s brand consistency. In other words, using tools to report for you, but being able to brand the report as your own so your customer feels like it comes from you directly.

White label SEO reports are generated mostly through software and not typically through a particular service provider. Having said that, with services such as ours offering white label SEO services, we need to offer our partners branded reports for THEM – making it a bit of both software and service.

What Do These White Label SEO Reporting Platforms Actually Do?

In a few words: aggregate data + visualization.

A good SEO reporting dashboard will allow you to aggregate data from multiple sources – Google Analytics, Search Console, Keyword Ranking data, maybe crawl or technical data – and visualize the data to tell a story about how a campaign is running.

What Should You Look For In a Platform?

There are a few parameters we use when shopping for a platform (with any software solution but this is unique to white label SEO reporting):

  1. All the sources of data which make sense for you. For us it’s Google Analytics, Search Console, Google My Company, and Keyword Rankings at least.
  2. Included Value Add facilities / sources. We love to have a site crawler built into the reporting dashboard as it helps us to report on technical issues with ease.
  3. That makes sense per project pricing. Are they charging per seat or by keyword? Or both? Or both? Make sure you get a pricing model that suits your business style (high price small volume vs high low cost volume?).
  4. Pleasant roadmap. You need to make sure you pick a piece of software that is actively being worked on. No piece of software will be perfect for any use case – but making sure that they’re working to make it better is always a plus.

Most Popular White Label SEO Reporting Solutions

When you think about reporting Digital Media, there’s a handful of software platforms that jump out at you. We thought we ‘d call out some great white label SEO reporting dashboards and suites that could do the trick for you, together with a bit of context or insight on each one, if we got it.

Bright Local

Bright Local is another tool that we very often use – particularly when working with multi – location campaigns. They have outstanding pricing and excellent monitoring of data which makes them a very attractive tool for reporting local SEO. In addition to Agency Analytics we also use this tool.

Pricing Model: Bright Local is one of the best-pricing choices in the industry. This is why it is used by so many professionals even though they may have a second tool too. A $79 / month plan includes tracking data for 100 locations-which could be 100 single location business campaigns.

Agency Analytics

Currently, this is what we use for most of our client reporting requirements. While the platform offers all kinds of reporting and integration options – from call tracking to email marketing and paid searching – we have only experience in the SEO elements.

Currently, Agency Analytics helps us to track keywords, gain insight from website crawls (they have recently revamped their website crawl that’s Way better than it was (but we think it could still use some love)), produce white label seo audits, incorporate Google Analytics and Search Console data, and, if necessary, pull backlink data from Magestic, SEMRush, Moz, or Ahrefs (depending on whether you’re in possession of one).

Overall, it does just about everything we need for some technical site crawl data from a reporting dashboard, with the added benefit.

Pricing Model: They charge a sliding scale depending on how many active campaigns, keywords and crawled websites. Personally, we find it a bit annoying to pay for seats where we use very little keyword data and crawl data but the tool is nice overall. Their plan is $399 per month

Raven Tools

Raven Tools is another popular dashboard for reporting and one we have some but limited experience for. We used this method with a handful of campaigns but not for very long, through another agency partner.

The one thing I really remember about Raven Tools is that it can be a little overly complicated and has a much higher learning curve than some other suites that study.

Pricing Model: They charge on the basis of tracked keywords and campaign seats, similar to Agency Analytics, but they include a lot more campaigns per dollar so if price is a concern – Raven Tools can be a great solution for you.

Rank Ranger

Rank Ranger is very similar in design to Raven Tools, but with pricing closer to Agency Analytics. While we don’t have any direct experience with this platform yet, testing is on my list as we get into high reporting volume requirements.

Pricing Model: Like Raven Tools, they charge based on tracked keywords and campaign seats, their $399 price currently has 50 campaigns with 2000 keyword checks per day.

Does It Ever Make Sense Doing Reporting Yourself?

Aggregating data across multiple outlets and communicating the data in a manner that both pleases and communicates a campaign ‘s success is nothing that should be thrown together.

What we’ve found is that for most businesses doing coverage – whether it’s for paid media, SEO, email marketing, etc. – the cost savings of using a white label reporting platform alone make WAY more sense in the beginning than doing it in-house.

But as you keep growing and adding accounts, it’s likely that a point will come when the cost of doing it yourself outweighs the cost of the devices. 

Normally, we suggest that a company take on in-house coverage if:

  • The cost of hiring in-house analytics is lower than the cost of tooling to manage the volume of campaigns they run.
  • Their branding criteria – or maybe the actual report’s design – are so sophisticated they need to deal with it themselves.
  • Specifically they charge for service reporting.

For most agencies – particularly those under the seven – figure mark – a white label aggregate reporting dashboard is likely what they will need to show their customers success.


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