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The Best SEO Reporting Shortlist

Here’s a shortlist of the best SEO dashboard:

  1. DashThis — Best all-in-one SEO reporting dashboard
  2. SE Ranking — Best for complete website monitoring
  3. Klipfolio — Best general BI reporting tool
  4. Whatagraph — Best for service providers
  5. Geckoboard — Best for ease of use
  6. TapClicks — Best for customizable visualizations
  7. Octoboard — Best for ecommerce companies
  8. Google Data Studio — Best for technical users
  9. Salient — Best for interactive storytelling
  10. Botify — Best enterprise SEO platform

SEO, or search engine optimization, is the practice of improving a website's visibility and organic rankings on search engine results pages to drive more traffic and attract relevant users. SEO reports for clients or C-suites are important because it can display tangible proof that you are making progress when it comes to building your reputation and drawing attention to yourselves. For example, it’s important to track links you’ve earned so that you know that you are being pointed to as an authoritative source on a particular subject.

In this post, I’ll highlight a few of the best SEO reporting tools that can help you navigate marketing reporting dashboard systems so that you have the best data at your fingertips. I will also answer some FAQs about the best SEO reporting and provide a simple comparison of some of my favorite tools.

What Are SEO Reporting Tools

SEO reporting tools are software applications or online platforms designed to collect, analyze, and present data related to search engine optimization efforts. These tools offer a wide range of features and functionalities to help users monitor and track various SEO metrics, such as keyword rankings, website traffic, backlinks, site audits, competitor analysis, and more. They provide comprehensive reports, visualizations, and dashboards that allow users to gain insights into the performance of their SEO campaigns, identify areas for improvement, and track progress over time.

Overviews Of The 10 Best SEO Dashboard Software

What is the best SEO reporting tool? Here’s a brief description of the best SEO reporting software with tool overviews, screenshots, key features, and pros and cons.

1. DashThis — Best all-in-one SEO reporting dashboard

dashthis screenshot
Use Dashthis’s preset digital marketing dashboard templates and SEO reporting templates, complete with grouping and cloning features.

DashThis is a comprehensive marketing reporting tool that simplifies the process of creating, customizing, and sharing visually appealing marketing dashboards, helping businesses track and showcase their key performance metrics.

Why I Picked DashThis: DashThis is a robust marketing reporting tool that excels in serving SEO reporting and other marketing reporting needs. With a wide range of pre-built widgets and templates, DashThis simplifies the process of creating visually compelling reports that showcase key SEO metrics, such as organic traffic, keyword rankings, and backlink analysis. You can customize the reports with your branding, add annotations or notes, and easily share them with clients or team members. DashThis offers features like automated data updates, scheduled email reports, and multi-channel reporting, making it a valuable tool for tracking and presenting comprehensive SEO and marketing performance metrics in a professional and efficient manner.

DashThis Standout Features & Integrations

Key features include a wide variety of widgets and visualizations to choose from, including charts, graphs, tables, and gauges. Users can select the most suitable widgets for their data and customize them to effectively present key metrics and performance indicators. DashThis also offers white-label reporting capabilities, allowing users to remove the DashThis branding and present reports under their own branding. This feature is particularly useful for agencies and businesses that want to maintain a consistent and professional brand image while sharing reports with clients or stakeholders.

Integrations include 34+ native integrations like Google Search Console, Bing Ads, Moz, Facebook, Google Ads, Google Analytics 4, Twitter, Ahrefs, Google My Business, Youtube, and Instagram.

  • Unlimited data sources with every account
  • Add proprietary data via CSV file import system
  • Live shareable link is perfect for external shareholders
  • No white labeled dashboards with entry level plan
  • Few customization options beyond pre-set templates

2. SE Ranking — Best for complete website monitoring

se ranking screenshot
SE Ranking's competitor keyword analysis feature provides in-depth insight into their competitor’s organic keywords and search engine ranking.

SE Ranking is an all-in-one SEO reporting tool that provides users with detailed analytics about their website’s performance in search engine rankings.

Why I Picked SE Ranking: SE Ranking offers keyword tracking, competitor analysis, and website audit capabilities so users can get a better understanding of where they stand with their competitors. SE Ranking’s audit tool checks for broken links, page speed optimization, duplicate content, and indexability errors. This is important for large enterprises who may manage multiple websites and won't have the time to manually check every website status item every day. SE Ranking’s competitor analysis tool allows users to compare their SEO metrics against those of other websites in their industry. This feature gives agencies insight into how well their website is performing compared to others in terms of organic traffic, keyword rankings, and backlinks so they can determine where there might be areas for improvement.

SE Ranking Standout Features & Integrations

Key features include integrations with tools like Google My Business and the ability to monitor and report on customer reviews across the web. Review management and reputation management are unspoken counterparts to SEO optimization—if you're ranking on Google and your online reviews suck, people still aren't going to click. SE Ranking also has social media management tools, making it a great 'all-in-one' marketing package for those looking for more than just SEO tools.

Integrations include Google Docs, Google My Business, Google Analytics, Google Search Console, and Search Engine Autocomplete.

  • Tracks website vitals and error reports
  • Social media management tools included
  • Can perform website audits for SEO opportunities
  • Keyword popularity data is sometimes shaky
  • Backlink checker may not catch everything

3. Klipfolio — Best general BI reporting tool

klipfolio screenshot
Klipfolio lets you display SEO metrics like conversion, advertising ROI, web traffic, and social followers.

Klipfolio is a business intelligence and analytics platform for importing, modifying, analyzing, and presenting data. Its website analytics dashboard gives you visibility on your SEO data, metrics, and KPIs. You can use Klipfolio to track the website traffic generated by blogs, landing pages, ads, social media, and newsletters.

Why I Picked Klipfolio: Klipfolio is a versatile business intelligence and dashboarding tool that can be effectively used for SEO data aggregation and reporting, with a particular focus on managing and ingesting big data. With its powerful data integration capabilities, Klipfolio can handle large volumes of SEO data, including keyword rankings, organic traffic, backlink data, and other SEO metrics. The tool provides data transformation functionalities, allowing users to clean, manipulate, and combine data to derive meaningful insights. Klipfolio's data ingestion features, such as data blending, automated refresh, and real-time data updates, ensure that users have access to the latest and most accurate SEO data for reporting purposes. 

Klipfolio Standout Features & Integrations

Key features include the ability to pull data from virtually anywhere: SQL database, an FTP server, a Google Drive, a hard drive, another SaaS tool, and/or data warehouses. Then, they make it super easy to share reports either by email, Slack, published links, or by adding users. Plus, you can use the Klipfolio editor to get super granular about how you want to present data.

Integrations include 100s of connections (via API) to the web, project, and digital advertising services you use, like ActiveCampaign, AHREFS, Asana, Alexa, Basecamp, Box, Buffer, Ask Nicely, Google Analytics, and honestly anything else you can think of.

  • Huge amounts of data aggregation options
  • Hundreds of integrations available via their API
  • Can convert Google Sheets directly into dashboards
  • Not SEO specific
  • Ingests data rather than generating it so multiple tools would be required in conjunction

4. Whatagraph — Best for service providers

whatagraph screenshot
Whatagraph custom reports will give you an excellent overview of where your business currently stands and provide you with actionable insights to help you move forward.

Whatagraph is a reporting tool that lets you monitor multiple channels and campaigns simultaneously. You can use it to automate the sending of reports at a pre-selected frequency to avoid missing deadlines. It also has a collaboration feature that lets you simultaneously create and edit reports with your team members.

Why I Picked Whatagraph: While Whatgraph can absolutely be used for website, keyword, and SEO reporting, it also connects to a ton of tools for customer service communications, like CallRail, Salesforce, and Call Tracking Metrics. This makes it an ideal solution for service providers, as they can tie their SEO and PPC campaigns directly to their customer service data in a singular, complete platform. You could easily generate keyword reports and PPC ad data on one dashboard and customer service KPIs on another.

Whatagraph Standout Features & Integrations

Key features include the ability to link multiple reports to a single template, meaning you only have to edit the data once and it will update every report it is attached to. This could be useful if you have an internal dashboard for employees and an external dashboard for stakeholders that use the same information but control access to certain data depending on the audience. You can update and publish them at the same time.

Integrations include 40+ apps, like Google Analytics, Google My Business, Semrush, Amazon Advertising, Facebook, Twitter, YouTube, Ahrefs, Semrush, ActiveCampaign, BigCommerce, WooCommerce, Shopify, BigQuery, Hubspot, Salesforce, CallRail, and Call Tracking Metrics. GoogleSheets integration and a custom API is available for sources not listed.

  • Live dashboards and scheduled PDFs to share
  • Paid ad management tools
  • Link multiple reports to edit all at once
  • Not SEO specific
  • More native integration would be welcomed

5. Geckoboard — Best for ease of use

geckoboard screenshot
Geckoboard lets you choose which metrics you want to show with a range of visualizations and filters.

Geckoboard is a real-time data dashboard tool that helps businesses monitor and visualize their key metrics in one central place. With its user-friendly interface and extensive integration options, Geckoboard enables teams to display and track data from various sources, allowing for quick and informed decision-making.

Why I Picked Geckoboard: Geckoboard is a highly intuitive tool that can be effectively used for SEO reporting, offering ease of use and streamlined data visualization. With Geckoboard's simple setup process and user-friendly interface, users can effortlessly connect their SEO data sources, such as Google Analytics, Google Search Console, or SEO ranking tools, and create visually appealing dashboards to track key SEO metrics in real-time. The drag-and-drop dashboard builder makes it easy to customize the layout and design, allowing users to highlight the most relevant SEO metrics for their reporting needs. Geckoboard's intuitive interface and seamless integration capabilities make it a valuable tool for SEO reporting, providing a user-friendly experience that saves time and simplifies the process of monitoring and sharing important SEO performance data.

Geckoboard Standout Features & Integrations

Key features include dashboard loops, which is a way to have multiple dashboads cycle one after another on the screen with the intent of connecting your smart device TV for presentations.

Integrations include ActiveCampaign, Aircall, Airtable, Amazon Redshift, Asana, ClickUp, Facebook, Freshdesk, Github, Help Scout, Jira Software, Instagram, Mailchimp, MySQL, Pipedrive, Shopify, TikTok, Twilio, Zendesk, and other apps. You can also use Zapier for additional connects, though that may incur additional costs.

  • Very easy to set-up and use
  • Unique focus on being able to present reports
  • Pricing discounts for non profits
  • Not SEO specific
  • Sending reports via email/Slack not incl. on entry plan

6. TapClicks — Best for customizable visualizations

tapclicks screenshot
TapClicks lets you customize your reports at a granular level, including options to add media, change colors, and add graphs and charts.

TapClicks is a leading marketing reporting and analytics platform that offers comprehensive data visualization and reporting solutions. With its robust features and integrations, TapClicks allows businesses to aggregate and analyze marketing data from various sources, including those for website status alerts, SEO strategy, keyword tracking, and PPC ads.

Why I Picked TapClicks: TapClicks excels in report flexibility, offering a wide range of features to accommodate visual customizations. Users can fully customize the layout, branding, and color scheme of reports, apply custom themes, and add their logos to maintain a consistent brand identity. TapClicks also provides flexible widget placement, allowing users to arrange and resize visual elements as needed. Users can leverage advanced data visualizations, including charts, graphs, tables, and gauges, and have the ability to add images, rich media, and custom HTML to reports. Additionally, TapClicks offers dynamic filtering options, conditional formatting, and interactive drill-down capabilities for enhanced data exploration and visualization.

TapClicks Standout Features & Integrations

Key features include advanced data calculations including the ability to create new fields from pre-existing data and then run calculations on that data. For example, you could pull data for Facebook reactions, add positive reactions (ha-ha, love, like) and nagetive reactions (sad, angry) find a sentiment percentage in either direction. You'll have access to Excel-like formulas to make calculations, like AVG(volume), COUNT(value), and DAY(date).

Integrations include Spotify Ads, StackAdapt, Facebook Ads, Google Ads, and Google Analytics.

  • Hugely customizable reports incl. media, color, shapes
  • Create new fields from pre-existing data
  • See your data connections’ status and errors
  • Not SEO specific, very sales-focused
  • May not be appropriate for smaller teams

7. Octoboard — Best for ecommerce companies

octoboard screenshot
Use Octoboard to sort data by source, pulling from social services like Facebook and LinkedIn.

Octoboard is a comprehensive business performance reporting platform that offers a wide range of data integration and visualization capabilities. It enables businesses to easily consolidate and display key metrics from various sources in visually appealing dashboards, providing real-time insights for data-driven decision-making.

Why I Picked Octoboard: Octoboard can be effectively utilized for SEO reporting by ecommerce businesses, offering tailored features to monitor and optimize their online performance. With Octoboard, ecommerce businesses can integrate data from SEO tools, such as Google Analytics and Google Search Console, and visualize key SEO metrics like organic traffic, keyword rankings, and conversion rates. The platform provides customizable dashboards that can be tailored specifically for ecommerce SEO reporting, allowing businesses to track important metrics related to product visibility, search engine performance, and customer acquisition.

Octoboard Standout Features & Integrations

Key features include connections to Open AI and CHatGPT for artificial intelligence-powered insights. You can have these insights sent to your email or Slack weekly or at a preferred frequency. Insights include automated trend reports, machine learning to uncover previously missed opportunities, and 'positive news' collection and display. The latter can be great for client-facing communications.

Integrations include Google Ads, Google Analytics, and Campaign Monitor.

  • SEO, PPC, SERP, and site audits included
  • Have an ecommerce module for tailored reporting
  • Monitor competitor domains for SEO, SERP
  • CTR calculations can be finicky
  • Marketing agencies pay more

8. Google Data Studio — Best for technical users

google data studio screenshot
You can use Google Data Studio to run reports based on traffic from desktop or mobile and other factors.

Google Data Studio (now: Google Looker) is an online tool for converting data into informative reports and dashboards. You can use Google Data Studio to gather data from spreadsheets or other sources like Google Ads, Google Analytics, and Google BigQuery and combine them in one location.

Why I Picked Google Looker: Google Looker is a powerful tool that can be leveraged by technical users for SEO reporting. With its robust data integration capabilities, Looker allows users to connect and consolidate data from various sources, including SEO platforms, web analytics tools, and databases. Technical users can leverage Looker's advanced querying and transformation capabilities to extract and manipulate SEO data, perform complex calculations, and create custom metrics specific to their SEO reporting needs. Looker's intuitive visualization tools enable technical users to design visually compelling SEO reports, dashboards, and interactive data visualizations, presenting key SEO metrics in a clear and impactful manner.

Google Looker Standout Features & Integrations

Key features include website, SERP, and keyword analytics from the source (Google). No matter what other SEO reporting tools you use, you will most likely have to include Google Looker in your tech stack. You can connect it directly to your website and then feed data from Looker into other platforms for easier manipulation, more flexible calculations, and more visually appealing reports.

Integrations include Google Ads, Google BigQuery, YouTube, and MySQL unlike other free reporting tools that require API modifications to integrate with other systems.

  • Free to use
  • Works with the whole Google software suite
  • Great for monitoring multiple sites at once
  • Complex to set-up and learn
  • Limits on data blending (5 sources only)

9. Salient — Best for interactive storytelling

salient screenshot
Salient’s reports can be filtered and organized to display the data you need efficiently.

Salient is a powerful data visualization and reporting tool that enables businesses to create visually stunning and interactive dashboards. With its intuitive interface and extensive customization options, Salient allows users to present their data in a visually appealing and meaningful way, facilitating data-driven decision-making.

Why I Picked Salient: With Salient's data visualization capabilities, users can create dynamic charts, graphs, and visual representations of organic traffic, keyword rankings, backlink profiles, and other SEO performance indicators. The platform allows for easy integration with SEO tools and data sources, enabling users to import and consolidate SEO data for comprehensive reporting. Salient's customization options, such as color schemes, layouts, and interactive elements, empower users to tailor their SEO reports to specific audiences and highlight the most relevant information.

Salient Standout Features & Integrations

Key features include interactive storytelling capability that allows users to create narratives and walkthroughs within their reports. This feature enables users to guide their audience through the data, highlighting key insights, and providing context to the presented information. By incorporating storytelling elements, Salient enhances the impact and understanding of the data, making it more engaging and actionable for users and their stakeholders.

Integrations include Sage, SAP, Microsoft Dynamic 365, Oracle NetSuite, Quickbooks, Workday, Databricks, Amazon Redshift, SQL, ADP, and other business-oriented apps. 

  • Fully interactive, drillable charting
  • 'Best practice' templates included
  • Salient mobile app for iOS/Android
  • Not SEO specific
  • Pricing and trial info not transparent
  • Missing popular SEO source integrations

10. Botify — Best enterprise SEO platform

botify screenshot
Use Botify to run reports to crawl URLs to check for SEO optimizations and compliance.

Botify is an advanced SEO platform that empowers businesses to optimize their website's performance and maximize organic visibility in search engines. With its comprehensive suite of tools and features, Botify provides deep insights into website crawlability, technical SEO issues, content optimization, and search engine rankings, helping businesses drive organic traffic and improve their search engine presence.

Why I Picked Botify: Botify can be effectively used in SEO reporting, offering unique features that set it apart from competitors. The platform provides in-depth technical SEO analysis, including website crawlability, indexability, and performance metrics, allowing users to identify and resolve issues that impact search engine visibility. Botify's content analysis capabilities help users optimize their website content for targeted keywords and improve overall relevance. Additionally, Botify offers advanced data visualization and reporting features, enabling users to create customized SEO reports and track key performance indicators over time.

Botify Standout Features & Integrations

Key features include prescribed SEO actions formulated as an automatically prioritized to-do list. Botify will scan your website for SEO improvements and then rank them by potential impact. It then feeds you this data in an easily actionable list, so you can work through what needs to be done step-by-step. This is a unique feature that I haven't seen anywhere else in the SEO reporting space.

Integrations include Bing, Google Cloud, and MarketMuse.

  • ActionBoard insights prioritized by estimated impact
  • Offers consultation and guidance programs
  • Robust learning materials like webinars, knowledge base
  • Pricing not transparent + no free trial
  • Some UI complexity/confusion

Other Options for SEO Report Tools

Here’s a few more SEO ranking report software that didn’t make the top list. If you need additional suggestions for a handy online SEO report, check these out.

  1. Supermetrics - An automation tool for PPC, SEO, social, and web analytics with over 400,000 users.
  2. AgencyAnalytics - SEO, PPC, social, email, review, and call tracking dashboards built for marketing agencies.
  3. SEO Site Checkup - Automatically keep track of weekly changes in more than 30 SEO variables with notifications and reports.
  4. Woorank - An SEO checker and SEO audit tool to track and connect your marketing data.
  5. Raven - White label SEO reports and an SEO tool platform for agencies, freelancers, and in-house marketers.
  6. SEMrush - A complete workflow for SEO professionals with marketing insights and competitors’ strategy overviews.
  7. Moz - rack performance of thousands of your traffic-driving keywords across 170+ search engines.
  8. Sistrix - Visibility index, competition, and opportunity analysis, and historical data through professional-focused modules.
  9. Ahrefs - See the exact keywords for which your competitors rank in organic search and the amount of traffic driven by each.

Selection Criteria For SEO Reporting Tools

Here’s a short summary of the main selection and evaluation criteria I used to develop my list of the best SEO reporting tools for this article:

Core Functionality

The following is the core functionality of SEO reporting tools and how they will help your marketing teams:

  • Ability to measure website data, be it the number of organic keywords you are ranking for, how difficult a particular keyword is to rank for competitively, the position of your page on SERP, competitors who are outranking you, and impressions/clicks/views as a conversion metric.
  • Ability to generate customizable reports featuring the above data and share them via account access, URLs, downloadable report, or presentation.

Key Features

SEO reporting tools offer a range of features to help track, analyze, and optimize the performance of your SEO efforts. Here are some key features commonly found in SEO reporting tools:

  1. Keyword Analysis: Tools provide insights into keyword rankings, search volume, competitiveness, and suggestions for targeting relevant keywords to improve organic visibility.
  2. Website Audit: SEO reporting tools perform website audits to identify technical issues, crawl errors, broken links, duplicate content, and other factors that may affect your website's SEO performance.
  3. Backlink Analysis: These tools analyze backlinks pointing to your website, evaluating their quality, anchor text distribution, and identifying potential opportunities or spammy links that need to be disavowed.
  4. Competitor Analysis: Tools allow you to compare your website's performance with competitors, analyze their strategies, benchmark against their keyword rankings, backlink profiles, and identify areas for improvement.
  5. Performance Tracking: Metrics like organic traffic, conversions, bounce rates, and engagement are tracked and presented in a clear and visual manner to monitor the impact of your SEO efforts.
  6. Rank Tracking: These tools track keyword rankings across search engines and provide historical data to understand ranking fluctuations and identify trends.
  7. On-Page Optimization: SEO reporting tools provide recommendations for optimizing on-page elements like meta tags, headings, content, and internal linking structure to improve search engine visibility.
  8. Reporting and Dashboards: Tools offer customizable reporting features to generate visual reports, interactive dashboards, and scheduled automated reports for sharing data with stakeholders.
  9. Local SEO: Some tools offer specific features for local SEO, helping businesses optimize their online presence for location-based searches.
  10. Social Media Analysis: Certain SEO reporting tools include social media analytics to monitor social engagement, shares, and mentions, providing insights into social media impact on SEO.
  11. Mobile Optimization: Tools offer insights into mobile performance, mobile usability, and recommendations for optimizing your website for mobile devices.
  12. Integration with Other Tools: SEO reporting tools often integrate with other tools like Google Analytics, Google Search Console, content management systems (CMS), and marketing automation platforms, providing a holistic view of your SEO efforts.


Usability refers to the ease of use, efficiency, and overall user-friendliness of software, ensuring that it is intuitive, accessible, and meets the needs of its users effectively. An example of usability done well is software that has a clean and intuitive user interface, well-organized navigation, and contextual help or tooltips that guide users through the application, resulting in a smooth and efficient user experience. SEO reporting tools might excel in usability by providing an intuitive user interface, easy navigation, customizable dashboards and reports, real-time data updates, and clear visualizations that allow users to quickly and efficiently analyze and interpret SEO data.

Software Integrations

Software integrations are important because they allow different applications or systems to seamlessly communicate and share data, enhancing functionality, efficiency, and enabling a more connected and cohesive workflow. SEO reporting tools should be able to integrate with various types of software such as web analytics platforms (e.g., Google Analytics), search engine consoles (e.g., Google Search Console), content management systems (e.g., WordPress), keyword research tools, and social media platforms for comprehensive data analysis and reporting.


Software customizability is important because it allows users to tailor the software to their specific needs, preferences, and workflows. Customizability in SEO reporting tools is useful because it enables users to personalize the metrics, visualizations, and reports according to their specific requirements, making the data more relevant, actionable, and meaningful for their SEO analysis and reporting needs. SEO reporting tools might excel in customizability by offering flexible report templates, drag-and-drop functionality for creating custom dashboards, customizable data visualizations and charts, and the ability to define and save personalized metrics and KPIs.

People Also Ask

Have a few questions about SEO reporting tools and software? Start here:

The Takeaway

SEO optimization helps websites gain better visibility, attract more organic traffic, and ultimately increase their chances of reaching and engaging with their target audience. SEO reporting is important because it provides valuable insights and data-driven information about the performance of SEO efforts, allowing businesses to make informed decisions, optimize strategies, and demonstrate the value of SEO to stakeholders. Using the SEO reporting tools above, you will be able to track the visibility of your site online and craft strategies to get your content in front of new eyes.

Francois Marchand
By Francois Marchand

Francois Marchand is Indie Media Club's content strategist and editor. He is passionate about helping and educating business leaders, media producers, and digital marketers grow their skill sets to stay ahead of the competition. Francois holds a BA Specialization in Communication Studies & Journalism from Concordia University (Montreal, QC) and 20+ years of experience in marketing, ecommerce, traditional and digital media, and public relations, including The Vancouver Sun, The Province, National Post, CBC/Radio-Canada, Unbounce, and Vancouver Film School.