White Label SEO Reports: A Complete Guide

Why do you require reports?

The most common answer is to have an insight into a project and to understand the highlights and lowlights. In the SEO world, white label SEO reports are used to track and present data in a structured way. Whether you are individual SEO experts or digital marketing agencies, presenting data-driven SEO reports to your clients is very crucial. Not only does it give a great impression, but it also helps your clients to understand your work and progress in a detailed manner.

This article discusses white label SEO reports, their importance, and how to create detailed white label SEO reports.

What are White Label SEO Reports?

White label SEO reports offer in-depth details about how SEO campaigns perform and include the company logo and branding. Ideal SEO reports will contain the improvement data regarding keyword rankings, website audit reports, competitor analytics reports, and conversion reports. The data in an SEO report also helps website owners understand and analyze different on-page and off-page SEO aspects that will help them increase organic traffic.

Imagine you’re a digital marketing agency and have 20 different clients from different geographical locations, and you are working on both on-page and off-page campaigns for all of them. One day you have to present some progress data to a client, but you cannot find which sheet to check for tracking the data. To avoid this kind of nightmare, SEO reports come into play. Even with multiple clients, if you have a proper reporting system, it would be easier for you to update regularly and present to clients.

Even if you are on the other end, being the client, you would expect detailed reporting about how the different SEO campaigns are performing and how much traffic and revenue they generate. SEO reports give detailed insights into the metrics you have set for your business. This is crucial to track progress and success.

Elements to be Present in White Label SEO Report 

White label SEO report contains all the information about your website. An ideal SEO report should contain all information about technical SEO, on-page SEO, and off-page SEO. Here are the points that you should include in your white label report. 

On-page and Off-page SEO 

The first thing you should include in your report is comprehensive data about your website. It should include: 

  • Overall website score 
  • Subscore of all the other subheadings (e.g., technical score, usability score, and others) 
  • SEO results, explain why all the elements in your website should be SEO optimized. 
  • Title tag and meta description analysis results 
  • Body content will include the content analysis of your website. This will give suggestions about keyword density, headings and subheading analysis, and alt tags, among other things 
  • The off-page analysis will include information about internal and external links. Along with the improvement of DA (Domain Authority) and broken links 

Technical SEO 

The technical SEO report analysis will help you to understand the backend improvement your website can do to improve overall website performance. It should include 

  • Page speed information and how to improve 
  • If any robot.txt files are present on your website 
  • Google Search Console (GSC) data analysis 
  • Google Analytics (GA) data analysis 
  • Google Tag Manager analysis result
  • Image optimization details, including minifications and GZIP compression. 
  • Deprecated HTML codes 
  • Inline style information analysis. 

Usability Analysis 

The usability analysis in the SEO report will tell you about the functionality of your website. This will include: 

  • Website responsiveness in different browsers and devices (mobile, tablet, and desktop)
  • Details about the different types of elements present on the website. 
  • Favicon analysis 
  • Tap target size details 

Security Analysis 

The security analysis of your website will give you in-depth information about the security levels and measures required or present. This part of the report will help you understand the vulnerabilities and work and improve on them. This report will include: 

  • Details about SSL certificates
  • HTTPS and HTTP (if applicable) details
  • Malware application analysis  

Types of White Label SEO Reports

White-label SEO reports are categorized by the data that they project. They can be as extensive as the business requires. In SEO, there are four major reports that every client needs to see.

  • Competitor Analysis Report
  • Site Audit Report
  • Keyword Report
  • Conversion Report

Competitor Analysis Reports

In any field of business, you face tough competition based on how generalized your business is. In the case of niche businesses, competitors can be few but nevertheless difficult. As a business/Website owner, it is mandatory that you stay on top of what your competition is doing to rake in revenue. This helps you in two different ways:

  1. Rank for similar keywords and overall niche
  2. Avoid crowd mentality and find new opportunities

While a competitor analysis report may not give you full-fledged data on what your competition is doing, it gives you basic insights on what keywords to focus on and where to invest your money. When it comes to clients, it is easier to explain financial points rather than SEO or technical data points. In this case, white label SEO reports help you structure your data in a business-related sense.

Site Audit Reports

Any website that is online requires regular updates and maintenance. These updates cannot be generalized or globalized since every site is unique and has its own flaws and strengths. A complete or focused site audit can find these flaws or errors. The site audit can be focused on

  1. SEO strength, 
  2. site visibility, 
  3. site health, and other technical aspects. 

Such site audits give insights on what to prioritize in your site and the metrics that you need to improve.

Given the extensiveness of the audit, the report can be extensive too. You can add details about the site from Google Search Console, Google Analytics, and other SEO audit tools. These details should be relevant and precise since they will be used to implement various strategies inside your website.

In case your reports are not data-driven and valid, implementing even a marginal amount can be disastrous to your website. Such reports must be tracked as a regular cadence, maybe monthly or quarterly.

Keyword Reports

Keywords are the most singular SEO metric that all marketers track. They play a vital role in increasing:

  • Site authority
  • Relevancy
  • Ranking

Keywords are tracked using different tools in the SEO world. The reporting comes down to a single report in which you track the rise and fall of keywords per your business niche.

Generally, in keyword reports, the ranking of the keywords is tracked and documented. This helps you keep an eye on keywords that are falling. These can be optimized through SEO techniques. As a rule, keywords should be tracked for all elements on your website, from blog posts to different pages. When set into place, such tracking mechanisms will provide a huge amount of data depending on how much content you have on your page.

Keyword reports give you an organized method of viewing this data and analyzing trends.

Conversion Reports

All businesses depend on conversion. Conversion is the end stage where the product or service that you are marketing is chosen by a user, and they move on to buy it. Conversion is made possible by using different methods and techniques. All these methods have certain metrics that are trackable. These metrics set the bar as to whether your site is performing well or requires optimization.

Conversion reports focus mainly on the number of clicks or leads generated on your website. These directly influence your ROI and are integral to any business metric you set up.

Given such circumstances, a conversion report is the most vital report any client would wish to see. They provide data on progress, success, and return on investment.

Conversion reports focus on various time periods, SEO metrics, and efforts to provide compared data. This data gives you an idea of what your next steps should be.

Why are White Label Reports Important?

Let’s assume that you are running an eCommerce business. It is easy to keep track of your inventory, sales and profit. But in order to make all that happen, you need visitors or customers who buy your products. This important metric cannot be randomized in any field of business. If you wish to attract more customers, you should know what makes your existing ones visit your site. In order to do this, white-label reports help in projecting data in an organized manner.

Once you have well-structured data, you can track and implement them into your business, attracting new customers and providing a better experience for existing ones.

The importance of professional and organized reporting businesses cannot be overstated.

Top benefits of White label SEO reports 

There are many benefits you will get by creating a white label SEO report for your clients or for your own website.

Builds Clients’ Trust

If you are a digital marketing agency, you may have multiple clients with different business goals to fulfill. In this scenario, you may miss one of your monthly client calls. But missing a monthly client call shouldn’t make your client misunderstand your focus on their website. Proper SEO reports will help you in this situation. If you have a regular SEO reporting system, you can show your clients your work progress. Include SEO elements like monthly progress, key takeaways, and major rank improvements to ensure your clients are putting genuine efforts into helping their businesses grow. The trust-building will also help you learn about any business developments and new requirements.

Helps in Active SEO Campaign Management

If you cannot measure an SEO campaign, you cannot manage it either. Setting KPIs (Key Performance Indicators) for your SEO campaigns is important to know the performance. If you do not have monthly SEO reports, you won’t be able to understand whether your SEO strategies are working or not. By maintaining detailed SEO reports, you can check which KPI is giving the most ROI and what is the point of improvement. SEO reports are a good checklist for us to monitor our progress over time to help us produce optimal results.

Adding Value to Clients

Every client will have different business goals leading to different expectations from SEO services. While onboarding clients, you must have made promises to your clients stating the growth you will bring to the table. Monthly SEO reports will help your clients understand the real value you’re providing to their business. You can state the small highlights that are effective for the client’s business through monthly reports. Even if you have a month of low performance, you can still present them with a recovery plan and help them understand your expertise and seriousness towards your business. The process will eventually lead to good relationships and trust and reduce your agency’s churn rate.

Helps Avoid Big Problems

Think of a situation where you have to find some data immediately and do not know where and how to find them because you haven’t kept them on record. As digital marketing agencies or freelance SEO experts, you surely do not want to face this situation. Monthly reports include data like keyword rankings, site audit reports, a conversion tracking sheet, and other SEO elements. Having this will help you have a complete insight into all running SEO campaigns and will help you detect any anomaly if present. If you aren’t presenting monthly reports to clients, you might miss some critical issues that can arise into big problems in the future. To avoid that, white-label SEO reports help actively address minor issues and run SEO campaigns smoothly.

Automated vs. manual reports

SEO reports are of majorly two types:

  • Automated reports
  • Manual reports.

Automated reports are usually generated by third-party tools, while manual reports are curated manually by adding their own personal touches. There are a lot of third-party SEO report-generating tools that can give you visually appealing, automated, data-driven statistics. But in a manual report, you might have to spend more time creating tables, checkboxes, and other elements to get the end result.

Before the era of automation tools, manual SEO reports were the most popular way. The era of manual reports was powerful and carried its own pros and cons.

Advantages of Manual SEO Reports

Before any automation tool existed, Excel was the most powerful software for data presentation. Even today, Excel is the most widely used tool to present data (even the most complex ones!). Manual reports presented through tools like Excel have advantages like:

  • They are created with familiar tools, and most of us know how to use them. The time spent learning new tools is saved.
  • You can customize manual SEO reports in as many ways as you like. Adding different columns or rows is not a problem in manual reports.
  • Putting data has no limits in manual reports. Since there is no limitation on adding plugins or third-party applications, you can add thousands of data in manual reports.

Along with advantages, manual SEO reports come with some disadvantages too. Here are some disadvantages of manual SEO reporting:

  • You may spend long hours copying and pasting data. Manually copy-pasting data may lead to mistakes.
  • You have to know useful excel formulas to create a powerful manual SEO report which can lead to client dissatisfaction.
  • Manually incorporating data is time-consuming.

Advantages of Automated SEO Reports

Sure, creating manual reports will give you more freedom in customization, but it will take prolonged time too. On the other hand, automated SEO reports are less time-consuming and can reduce manual labor. Here are the top benefits of an automated SEO reporting system:

  • You do not have to put data manually. Data can be uploaded automatically. Some SEO tools even have the feature of updating old data whenever you are making some changes.
  • Data presentation is more visually appealing by selecting different tables, charts, and metrics.
  • Different filters and features like data comparison over a period of time help you make powerful SEO decisions.
  • Your branding game will boost by adding a brand logo and design to your SEO reports.
  • Reports generated through automated tools are accessible on different devices, making them more efficient.

But like every coin has two sides, automated white label SEO reports have some disadvantages, too, like it is completely dependent on the internet. If there is an internet connectivity issue, you may hit a blocker. Also, automated SEO reporting tools can be paid for sometimes, whereas generating an Excel or Powerpoint sheet is free.

Recommended Automated SEO Reporting Tools

More and more automated SEO reporting tools are developing every day. But to produce the best SEO report, you must choose the best tool. Here is our best pick of automated white label SEO reporting tools:


SEMrush provides one of the most powerful SEO reporting tools. The application comes with many features like:

  • It can create SEO reports from scratch, or you can start creating reports from their existing templates.
  • You can add data from other applications like Google Analytics (GA), Google Search Console (GSC), and other tools to present a visually powerful report.
  • The tool provides various custom theme options for representing your brand.
  • You can automate reports with an automated scheduling system.

The SEMrush toolkit provides you with an overall package of every detail and element required in an SEO campaign. The different packages of SEMrush are

  1. Pro package: $119.95/month
  2. Guru package: $229.95/month
  3. Business package: $449.95/month

SE Ranking

SE Ranking is a complete package of SEO reporting analysis that will provide you with an in-depth analysis of your website. It is an all-in-one SEO reporting tool. The best part of this software is that any business, from small to big, can use this tool. The tool will help you generate highly visualized data presentations from different tools. Features like time period, drag and drop option, branding, and logo choices can also be made using this tool. 

Like SEMrush, SE Ranking also gives you the option to auto-generate reports and schedule email sending to clients. Three pricing options are available: 

  1. Essential package: $39/month 
  2. Pro package: $89/month 
  3. Business package: $189/month. 

In Summary

White label SEO reports are helpful for businesses to understand how the different elements are working together to improve their overall business performance. The end goal of any business is to generate revenue. With a good understanding of on-page, off-page, and technical SEO, one can work strategically to improve them. 

Hiring a digital marketing agency can elucidate the SEO ranking and analysis. LinkDoctor is a white hat link-building service that helps your business to be on top of SERP ranking through our expert SEO knowledge. 

Related Reads: 

eCommerce Link Building: A Comprehensive Guide

Top 5 SEO Automation Tools 2022 

How to Do a Backlink Audit: The Complete Guide

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