Best SEO Reporting Tools

Last updated


Daniel Wade


November 13, 2023

Key Takeaways

  • SEO reporting tools play a crucial role in tracking and analyzing website performance.
  • Choosing the right tool helps gain insights and communicate progress to stakeholders.
  • Features include keyword research, rank tracking, backlink monitoring, and site audits.

This article may contain affiliate links where we earn a commission from qualifying purchases.

Uncover the best SEO reporting tools to elevate your digital strategy and monitor your online success effectively.

The best SEO reporting tools are Google Analytics, SEMrush, Ahrefs, Moz Pro, Screaming Frog, Google Search Console, Ubersuggest, Majestic, SpyFu, Serpstat, KWFinder, Google Data Studio, SEO PowerSuite, Raven Tools, BrightEdge, Conductor, Searchmetrics, and Advanced Web Ranking.

With years of SEO expertise under my belt, I’ve seen firsthand how the right strategies can catapult a website to the top of search results. My approach is data-driven, results-focused, and constantly tuned to the pulse of search engine innovation. They can elevate your site beyond the competition and turn clicks into conversions.


Table of contents

Best SEO Reporting Tools

One key aspect of a successful SEO campaign is monitoring and reporting. SEO reporting tools are significant in tracking and analyzing a website's performance, helping businesses make data-driven decisions and improve their overall visibility in search engine results.

With numerous options available, it can be overwhelming to choose the best tool for your specific needs. These tools come with various features and capabilities, ranging from keyword research and rank tracking to backlink monitoring and site audits.

By using the right SEO reporting tool, businesses can gain valuable insights and better understand their SEO performance, allowing them to make necessary adjustments and maximize their marketing efforts.

Here's a table highlighting the features of the best SEO tools:

Tool Keyword Tracking Backlink Analysis Technical SEO Audit Competitor Analysis Reporting Capabilities
Google Analytics Traffic & search queries Not applicable Not applicable Not applicable Custom reports, real-time data
SEMrush Extensive with SERP features Comprehensive with historical data Site health and issues In-depth market insights Customizable dashboards, automated reports
Ahrefs Precise tracking, search volumes Detailed link profile analysis Site audit for SEO issues Competitive positioning map Custom reports, white-label options
Moz Pro Rank tracking with SERP analysis Quality and spam score assessment On-page issues detection Side-by-side comparisons Custom reports, schedule, and track
Screaming Frog Not the primary feature. It integrates with others Not the primary feature. It integrates with others Extensive crawling capabilities Not the primary feature. It integrates with others Basic, mainly through data export
Google Search Console Keyword performance, impressions Links report with linking sites Page experience and core web vitals It is not direct but provides performance metrics Basic reports, data integration with GA
Ubersuggest Keyword discovery, volume, and ranking Backlink overview with domain score Site health check and critical errors Competitor keyword and page insights Pre-designed templates, data export
Majestic Not the primary feature. It integrates with others Extensive with historical index Not the primary feature. It integrates with others Not the primary feature. It integrates with others Detailed link data reports, data visualization
SpyFu Unlimited keyword tracking, PPC data Inbound link analysis Not a primary feature, it integrates with others Competitor ad budgets and SEO strategies Customizable reports, domain comparisons
Serpstat Rank tracking, search analytics Backlink analysis with referring domains Comprehensive audit with prioritization Detailed competitor research and analysis Flexible reporting system, graphs, and charts
KWFinder Keyword research with trend data Not the primary feature. It integrates with others not the primary feature. It integrates with others Not the primary feature. It integrates with others Export options, integration with other Mangools apps

1. Google Analytics

Google Analytics
Google Analytics

Google Analytics is a free web analytics service provided by Google that allows you to collect data about your website's visitors, traffic, and conversion rates. It helps you understand how users find your site, which pages are most popular, and which marketing channels are most effective in driving traffic.

With a wealth of information at your fingertips, you can make informed decisions about your SEO strategy and improve your website's search engine visibility.


  • Intuitive interface for easy navigation
  • Reports include user demographics, behavior flow, and acquisition channels
  • Seamless integration with Google Search Console and Google Ads
  • Customizable dashboards for key metrics
  • Real-time data on active users for immediate monitoring


  • Data sampling for larger websites may limit insights
  • User-friendly interfaces can be challenging for beginners
  • Limited flexibility for custom reports and dashboards

2. SEMrush


SEMrush is a powerful and comprehensive SEO reporting tool that helps businesses analyze the performance of their websites and marketing campaigns.

With its suite of tools, you can keep an eye on your competitors, monitor your website's progress, and optimize your keyword research efforts, enabling you to make data-driven decisions for your business.


  • Offers diverse SEO tools for better website visibility
  • Create customized SEO reports with relevant data
  • Monitor and improve backlink quality for higher rankings
  • User-friendly platform for all digital marketers


  • Pricing may not suit small budgets
  • Limited data for non-Google search engines
  • Has a steeper learning curve for beginners due to many features

3. Ahrefs


Ahrefs is a popular SEO tool known for its comprehensive data and analytics capabilities. This all-in-one solution offers a wide range of features to help boost your search engine visibility, including backlink analysis, keyword research, and site audits.

With a user-friendly dashboard and customizable reports, Ahrefs makes it easy for digital marketers to monitor and improve their SEO performance.


  • Extensive SEO metrics database for deeper insights
  • Streamline site audits, competitors, and rankings
  • Tailored data for better decisions
  • User-friendly platform for all skill levels


  • Very expensive
  • Learning all Ahrefs tools may take time, especially for SEO beginners
  • Considered a Specialized Keyword Research Tool

4. Moz Pro

Moz Pro
Moz Pro

The Moz Pro provides an extensive list of SEO features such as site audits to uncover technical issues and provide recommendations, rank tracking to monitor your keywords' performance across multiple search engines, and link building to improve your website's authority.

With Moz Pro, you can also analyze organic traffic, create custom reports, and identify broken links that could harm your website's performance. Essentially, Moz Pro can be a valuable tool in achieving your SEO goals and maintaining a strong online presence.


  • Comprehensive SEO tool suite
  • User-friendly interface for all levels
  • Custom reports with SEO metrics
  • Reliable, up-to-date data for SEO decisions


  • Subscription plans are costly for small businesses and budget-conscious individuals
  • Lacks data for less popular ones compared to some competitors

5. Screaming Frog

Screaming Frog
Screaming Frog

Screaming Frog is a widely popular SEO reporting tool that helps users conduct comprehensive site audits, identify issues with website structure, and optimize their site's search engine visibility.

With its user-friendly interface and powerful features, Screaming Frog's SEO Spider is perfect for digital marketers looking to improve their website's SEO performance.


  • Replaces broken links, duplicate content, missing metadata
  • Analyze site structure, content quality, and site speed
  • Offers Keyword analysis and metadata optimization
  • Site crawling and report generation for time-saving
  • It supports Google, Bing, and Yahoo


  • Has limited features
  • The free version is limited to 500 URLs
  • No native integrations with Google tools

6. Google Search Console

Google Search Console
Google Search Console

Google Search Console, previously known as Google Webmaster Tools, is a powerful SEO reporting tool offered by Google. It provides businesses and digital marketers with invaluable insights and data to improve their search engine optimization efforts.

The tool offers a range of features and functionalities to monitor your website's SEO performance and identify any issues that might hinder your online visibility.


  • Provides valuable insights into website performance on Google search results
  • Offers data on organic search traffic, click-through rates, and keyword rankings
  • Helps identify and resolve technical SEO issues
  • Allows you to submit sitemaps for faster indexing and updates
  • Provides alerts for critical website issues, such as security vulnerabilities


  • Limited data compared to third-party SEO tools
  • It may not show all keyword data due to privacy restrictions
  • Data may not be real-time and can have a delay
  • It can be overwhelming for beginners with technical jargon
  • Focuses primarily on Google search

7. Ubersuggest


Ubersuggest is a popular SEO reporting tool that allows you to perform tasks such as keyword research, competitor analysis, and site audits.

It was acquired and expanded by digital marketing expert Neil Patel to provide users with an efficient and comprehensive solution to monitor and optimize their SEO strategies. It comes with a range of features that make it suitable for both small businesses and large marketing agencies.


  • Provides valuable keyword data and suggestions
  • Offers insights into competitors' SEO strategies
  • This helps track and analyze backlinks to your website
  • Generates content ideas based on popular topics
  • Easy-to-use interface for beginners


  • Many advanced features require a paid subscription
  • Some users report inaccuracies in keyword and traffic data
  • Paid plans can be expensive for small businesses
  • Faces competition from well-established SEO tools
  • Users may need time to fully understand and utilize its features

8. Majestic


Majestic is a popular SEO tool that specializes in backlink analysis and website crawling. It is well-known for its powerful domain analysis and reporting features, making it a valuable tool for users and businesses looking to improve their SEO performance.


  • Majestic offers unique metrics (Trust Flow and Citation Flow) for backlink quality
  • Access a vast URL database for backlink monitoring and competitor analysis
  • User-friendly interface is suitable for beginners and experienced SEO experts
  • Check competitor backlink profiles and enhance your SEO strategy


  • Majestic's custom metrics can limit users used to industry-standard ones
  • Majestic's top-tier plans may not suit small budgets
  • More user support and SEO guidance are needed

9. SpyFu


SpyFu is a popular SEO reporting tool that provides insightful information on your website's SEO performance, as well as your competitors' strategies. It offers features such as competitive analysis, keyword rankings, historical data, and more, making it a go-to choice for many marketers and SEO professionals.


  • SpyFu analyzes competitors' strategies like keywords, backlinks, and ads
  • Tracks your website's keyword rankings for optimization
  • Access historical data for trend analysis
  • Generate comprehensive, customizable reports


  • Limited coverage for non-Google search engines
  • Complex interface for new users
  • Potentially high cost compared to alternatives
  • Lacks social media analysis

10. Serpstat


Serpstat is a versatile SEO reporting tool designed to help you improve your online visibility. This all-in-one platform offers a wide range of features to assist you in optimizing your website for better search engine ranking and user experience.

With more than 50 tools available, Serpstat caters to various aspects of SEO, including competitor analysis, site audit, keyword research, and rank tracking.


  • Comprehensive SEO analysis tools
  • User-friendly interface for efficient data management
  • Competitive pricing from $69/month
  • Reliable rank tracking across multiple search engines
  • Keyword discovery and search volume analysis


  • Slow load times and occasional bugs with large data sets
  • It lacks efficient customer care, impacting user support

11. KWFinder


KWFinder is a popular SEO tool that focuses on keyword research and analysis. It provides valuable insights into the average monthly search volume, cost-per-click (CPC) price, pay-per-click (PPC) competition, and keyword difficulty score for ranking in the search engine results pages (SERPs).

By using KWFinder, you can uncover relevant keywords to target on your website and improve your SEO strategy.


  • User-friendly keyword research and analysis interface
  • Calculates keyword difficulty to assess competitiveness
  • Offers regional search volume and CPC data
  • Find low-competition long-tail keywords for more organic traffic


  • It lacks advanced rank tracking and backlink analysis
  • Paid plans can be costly for small businesses or individuals
  • No direct integration with Google's SEO tools

12. Google Data Studio

Google Data Studio
Google Data Studio

Google Data Studio is a free, powerful tool that allows you to create custom, interactive reports and dashboards using your website's SEO data.

By connecting various data sources such as Google Analytics, Google Search Console, and other SEO tools, you can easily visualize your website's performance, track important metrics, and uncover valuable insights.


  • User-friendly interface for beginners
  • Customize reports with charts, tables, and graphs
  • Auto-updates reports with fresh data
  • Share reports for team collaboration
  • Integrates with Google and SEO tools


  • Google Data Studio supports third-party tools
  • Learning Google Data Studio takes time
  • Has diverse visualizations but may lack advanced features in paid SEO tools

13. SEO PowerSuite

SEO PowerSuite
SEO PowerSuite

SEO PowerSuite is a powerful and comprehensive suite of tools designed to tackle various aspects of search engine optimization. With its robust set of features, it helps you analyze your website, improve its SEO, and monitor your progress.

The suite of tools includes Rank Tracker, SEO SpyGlass, WebSite Auditor, and LinkAssistant, which cover essential aspects like keyword research, site audits, and link-building strategies.


  • Has comprehensive SEO tools
  • Offer regular updates
  • Has customized reports
  • Has professional and enterprise editions


  • Desktop-based, not cloud-based
  • Feature-rich but complex for beginners
  • Limited integration with external tools

14. Raven Tools

Raven Tools
Raven Tools

Raven Tools is a technical SEO-focused software that offers a comprehensive suite of SEO reporting tools. Designed for search engine optimization, Raven Tools excels in site audits, rank tracking, and reporting.

This all-in-one platform is a popular choice for marketers and SEO professionals looking for a robust solution to improve their website's performance.


  • Use their Keyword Rank Checker to monitor SERP positions
  • Stay ahead in your industry by analyzing competitors with Raven Tools' tools
  • Quickly create rich, customizable reports with widgets and data visuals


  • Raven Tools can be costly for small businesses
  • Learning all of Raven Tools' features takes time but is worth it
  • Raven Tools' social media analysis may not be as comprehensive as other tools

15. BrightEdge


BrightEdge is an all-in-one SEO platform that caters to various business needs, ranging from keyword research to website auditing. It assists you by providing actionable insights and recommendations to optimize your content, analyze backlinks, and identify technical issues that could impact your website's performance.

Furthermore, the platform offers functionalities like opportunity forecasting, market insights, and share of voice tracking, which keeps you ahead of your competitors and drives organic traffic to your website.


  • Offers in-depth insights into SEO performance
  • Suitable for both small businesses and large enterprises
  • Robust keyword research and tracking capabilities
  • Provides valuable competitor data
  • Seamlessly integrates with other marketing tools


  • Higher pricing may not be budget-friendly for some businesses
  • It takes time to master all the features
  • The free trial has limitations on functionality
  • ome users may find customization options lacking
  • Customer support response times can vary

16. Conductor


Conductor is a leading SEO and organic marketing platform that helps brands develop an effective SEO strategy by ensuring their websites are technically optimized for search engines.

This platform offers various tools for tracking, analysis, and reporting on your website's performance, making it one of the best SEO reporting tools available today.


  • It's built for large organizations, offering scalability and robustness
  • Users can generate personalized SEO reports with Conductor
  • Conductor seamlessly integrates with Google Analytics and Google Search Console
  • The platform is user-friendly and ideal for SEO beginners


  • Costly for smaller businesses and freelancers
  • Strong for Google search tracking but limited for Bing and Yahoo
  • User-friendly but has a learning curve for new users

17. Searchmetrics


Searchmetrics is a popular SEO reporting tool designed to help you optimize your website and stay ahead of the competition.

This platform provides several key features, such as in-depth analysis, keyword research, and tracking tools, ideal for businesses and marketers looking to improve their search visibility.


  • Analyze organic search, backlinks, and social signals for website improvement.
  • Discover high-potential keywords for content optimization and better search rankings.
  • User-friendly interface with customizable widgets for easy data access
  • AI-powered insights on low-traffic keywords for smarter SEO decisions


  • Limited historical data, challenging for long-term trend analysis
  • No white-label reporting, not ideal for marketing agencies
  • Potentially costly for smaller businesses or tight budgets
  • A learning curve for advanced features
  • Better suited for larger organizations, smaller businesses may consider alternatives

18. Advanced Web Ranking

Advanced Web Ranking
Advanced Web Ranking

Advanced Web Ranking (AWR) is a web-based tool that allows users to track their website's search engine rankings across multiple search engines, including Google, Bing, and Yahoo. With AWR, you can easily monitor your website's SEO health, keyword rankings, and organic traffic performance, which helps you make informed decisions for your SEO campaigns.

It also offers features like backlink monitoring, search volume analysis, and more, making it a valuable tool for SEO professionals.

Some of the most notable features of AWR are:

  • Rank tracking for multiple websites
  • Competitor analysis and comparison
  • Keyword research and suggestions
  • Backlink monitoring and analysis
  • Keyword ranking reports
  • White-label reporting


  • AWR tracks website rankings globally and in multiple languages
  • Create custom reports effortlessly with AWR's rich reporting options
  • AWR's user-friendly interface caters to users of all skill levels
  • AWR integrates seamlessly with Google Analytics, Search Console, and more


  • Offers diverse plans but may have higher prices
  • Focuses on SERP tracking, while others offer more features

19. DeepCrawl

DeepCrawl is a highly effective SEO reporting tool designed for comprehensive website crawling and technical SEO audits.

Its powerful features and clear reports make it an invaluable resource for digital marketers, SEO strategists, and marketing agencies looking to improve their search engine optimization efforts and monitor their website's SEO health.


  • Thorough Domain Scanning
  • Efficient Technical SEO Issue Fixing
  • Simultaneous Crawls for Multiple Websites
  • Custom SEO Reports and Keyword Ranking Data
  • Seamless Integration with SEO Tools


  • DeepCrawl is pricey, which can be tough for budget-conscious businesses
  • It may require a learning curve for SEO newcomers
  • Lacks social media and competitor analysis features

20. Botify


Botify is an SEO reporting tool that provides a suite of applications designed to assist businesses in optimizing their content and staying ahead of their competitors. This platform covers all aspects of search engine optimization, including technical SEO, content SEO, and keyword research.

It offers valuable insights into crawling, indexing, and ranking issues, making it easier for you to track your website's organic reach and overall performance.


  • SEO coverage includes crawling, indexing, and site audits
  • Simple reports for easy analysis and strategy
  • White-label and customizable reports for marketing agencies
  • Continuous keyword ranking tracking for performance monitoring
  • Integrates with Google Search Console and Analytics for data insights


  • It is not ideal for small businesses or those with a tight budget due to high pricing
  • The interface may be challenging for SEO beginners to adapt to
  • Features could overwhelm users who don't need all the tools and reports

21. Sistrix


Sistrix is a powerful and user-friendly SEO tool that offers a variety of functions to optimize your ranking in search engines. It's perfect for professionals who want to improve their website's visibility, track their SEO performance, and gain an edge over competitors.

With Sistrix, you'll have access to crucial data on keyword research, site audits, and other essential SEO metrics.


  • Sistrix offers extensive search data, aiding keyword selection
  • Sistrix has an intuitive dashboard for easy data comprehension
  • The tool identifies technical SEO issues like broken links
  • Sistrix reveals competitor SEO insights
  • Monitor your site's progress with Sistrix's tracking features


  • Pricey for small businesses but packed with features
  • Overwhelming for SEO beginners
  • Limited integrations with other tools

22. CognitiveSEO


CognitiveSEO is a comprehensive digital marketing solution that provides a wide range of SEO tools to help you improve your website's search engine rankings and increase organic traffic.

This versatile and easy-to-use platform offers various features designed to sharpen your SEO strategy, including backlink analysis, competitor analysis, and keyword research.


  • Clear dashboard, easy navigation, and simplified data analysis
  • Strong in backlink analysis for tracking trustworthy domains
  • Reveals competitor strategies for effective competition
  • Provides keyword research tools for ranking improvement
  • Detailed, white-label SEO reports for marketing agencies


  • CognitiveSEO can be pricey compared to other SEO reporting tools
  • Consider the advantages and features of CognitiveSEO before deciding
  • It doesn't integrate with some popular marketing automation platforms
  • You may need extra tools for a comprehensive marketing strategy

23. AccuRanker


If you're looking for the best SEO reporting tools, then AccuRanker is an excellent choice to consider. This powerful, clear, and easy-to-use SEO tool provides precise rank tracking data to help in optimizing your SEO strategy.

With advanced reporting and analysis features, AccuRanker enables you to take a proactive approach to your SEO, driving better results for your website.


  • Daily SEO rank tracking
  • Customized reporting and integration with Data Studio and Excel
  • Extensive keyword research with 24B+ global keywords
  • User-friendly performance dashboards
  • Competitor analysis for trend identification


  • Limited integration options
  • Higher pricing
  • Incomplete SEO feature set

Emerging Trends in SEO and How Modern Tools Are Adapting

AI insights that might just predict the future of your rankings, understanding the human touch in voice searches, and even witnessing machine learning that could outsmart your keyword strategy game—it's an exciting time to be in the SEO space.

AI Takes the SEO Helm

AI is not just a buzzword; it's the new frontier in SEO tools. Imagine a tool not just telling you where you rank but predicting where you could rank if you tweak your content just right.

This is not sci-fi—it's happening. Tools are getting smarter, analyzing patterns, and offering up suggestions that are almost like having a personal SEO guru at your fingertips.

Voice & Mobile

Sounds familiar, right? With the rise of voice search, SEO tools have shifted gears. They're not just tracking what people type but also what they say. It's a whole new world where conversational queries and mobile-first indexing rule the roost.

Tools are now doubling down on deciphering natural language and making sure your site plays nice with mobile screens.

Machine Learning

Gone are the days of manually combing through keywords. Now, SEO tools with machine learning can spot trends, group related terms, and even suggest the next big keyword—all while you sip your coffee. It's like having a backstage pass to the keyword concert, where machine learning is the lead singer.

Best SEO Reporting Tools


Daniel Wade

Daniel Wade

After working for multiple digital advertising agencies and managing hundreds of client accounts and spending millions of dollars via Google Ads, Facebook Ads, Native Ads and Direct Media Buying, I took things out on my own and started SparrowBoost. Now, my tight-knit team and I continue to get smarter and more efficient at running our own campaigns and we share our knowledge with you.

Learn more about SparrowBoost