9 SEO Tools for Creating Reports for Clients Or Internal Teams

Discover the top SEO tools that are shaping the analytics and reporting landscape, as revealed by industry leaders. This article unveils a curated selection of platforms that offer clarity, conversion tracking, and technical insights for SEO professionals. Gain expert-backed strategies to streamline client and internal reporting processes through this comprehensive guide.

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Looker Studio Combines Data for Clear Reports

The SEO tool I rely on to create reports for clients and internal teams is Looker Studio (formerly Google Data Studio). It’s a free, highly customizable reporting platform that seamlessly integrates with Google Analytics, Search Console, and other data sources like SEMrush, Ahrefs, and even spreadsheets. This flexibility makes it the perfect tool to uncover insights with a clear, engaging, and data-driven display.

What sets Looker Studio apart is its ability to combine data from multiple sources into a single report. For example, when I work with clients, I pull data from Google Analytics for traffic, Search Console, and third-party SEO tools for backlinks and then combine all of this into a single, branded report for clients. This makes it easier to see the big picture.

Looker Studio also allows you to create dynamic dashboards. This means that customers can interact with the report by changing the number of days or filtering data. This is a game-changer because it helps non-technical stakeholders understand complex metrics. One of my clients, a local retailer, appreciated how the dashboard showed the impact of their seasonal campaigns in real time, allowing better decisions about future marketing spend.

The platform is ideal for beginners but also powerful for advanced users. You can create simple or detailed reports as needed. For example, you can create high-level reviews for executives or detailed reports for SEO experts.

Ankit Prajapati, Owner, Consultant Ankit

Entail.ai Tracks Blog Conversions and Engagement

I love using Entail.ai to report on blog conversions and internal CTR and blog engagement. This tool reports insights such as where people click, which widgets and CTAs they engage with, and what is the estimated revenue. This report is not provided off the shelf by Google Analytics, Search Console, or traditional SEO tools like Semrush, Moz, and Ahrefs.

Luca Tagliaferro, SEO Consultant

Google Analytics and Search Console Analyze Traffic

When creating SEO reports for clients or internal teams, I’ve found Google Analytics paired with Google Search Console to be incredibly effective. Using these tools, I’m able to analyze website traffic, user behavior, and conversion rates comprehensively. This combination is valuable because it aligns seamlessly with increasing online visibility and user engagement, as seen with a supplement brand we helped outperform with a 3.6X return on ad spend.

For a trenchless pipe repair company, I relied heavily on Google Analytics to track our custom SEO strategies. This approach transformed their lead generation from 8 to over 70 monthly leads, scaling them up to a $10 million business in two years. These reporting tools supported data-driven decisions, aligning our digital marketing efforts with specific business goals.

Analytics tools like these not only help track performance but also highlight conversion paths and user experience issues. They offer insights that allow us to improve content structure and keyword targeting, optimizing our strategies for both immediate results and long-term business growth.

McCain Kennedy, Founder, Set Fire Creative

Ahrefs Provides Raw Data and Graphs

I like to use Ahrefs to make reports for clients because it gives you tons of data as well as a solid assortment of graphs to help understand a lot of the data. Ultimately I have never been a huge fan of taking data and spending valuable time and resources to make it look in such a way that it might over-sell the results presented to a client. 

Using the raw Ahrefs materials gives me an opportunity to show the client exactly what’s going on with their website, allowing me to focus on communication and education in the relationship. I can easily take screenshots of macro and micro stats on their domain right off of the tool, show it to them, talk to them, and save my clients money by not wasting their resources on flashy reports. I want my clients to be able to look at Ahrefs for their own site and understand what’s going on so that they really KNOW how well our work is going.

John Wieber, Founder and Managing Partner, Web Moves

Screaming Frog Identifies Technical SEO Issues

Screaming Frog isn’t a traditional reporting tool, but its detailed crawl reports are invaluable for internal teams. It uncovers technical SEO issues like broken links and duplicate content. For a global brand, we used Screaming Frog to identify crawl errors on thousands of pages. The team loved how quickly it flagged actionable fixes, streamlining our optimization efforts.

Victor Julio Coupé, Partnerships Manager, Digital Web Solutions

Rival IQ Offers Informative and Customizable Reports

I use Rival IQ for SEO reports that are both informative and easy to read. It’s been a lifesaver for me when I need to present data to clients or internal teams in a way that’s visually appealing and actionable.

One of the best features of Rival IQ is the ability to auto-generate reports based on specific needs. For example, when I’m working with a client who is super focused on social media performance along with SEO metrics, I can include data like engagement rates, share of voice, and competitor analysis all in one report. It saves me time and clients love it.

What I love about Rival IQ is the competitive insights. It doesn’t just give you numbers, it shows you how you stack up against competitors. This is super valuable for clients who want to see where they fit in their industry. For example, I used Rival IQ to show a client how their organic traffic was improving vs their top 3 competitors. The report showed which keywords they were excelling in and where they were falling short and we had a strategic conversation about content focus for the next quarter.

Another reason I like Rival IQ is the customization. You can tailor reports to the metrics that matter most to your audience. For internal teams, I might focus on technical SEO metrics like page speed and indexation rates. For clients, I focus on visual elements like keyword rankings and traffic trends. This way every report is relevant to its audience.

Overall Rival IQ is more than a reporting tool—it’s a way to improve communication and alignment. Whether you’re showing wins or growth opportunities it gives you the data to tell a clear story. And in the world of SEO where transparency and strategy are everything that’s a tool worth having.

Soubhik Chakrabarti, CEO, Canada Hustle

SEMrush Delivers Comprehensive SEO Insights

I recommend SEMrush for creating SEO reports for clients and internal teams. It provides comprehensive insights into keyword rankings, organic traffic, backlinks, technical SEO issues and competitor analysis. It really is an all-in-one platform.

SEMrush’s custom report builder allows me to generate white-labeled, automated reports that are both data-rich and visually clear. I can tailor reports based on client priorities, whether it’s ranking progress, site audits or content performance.

For local SEO clients, the position tracking tool is invaluable, while for larger projects, the site audit feature ensures continuous optimization. The ability to pull in Google Analytics and Search Console data also makes it easy to present a complete SEO picture.

I recommend SEMrush because it saves time, centralizes key data and delivers actionable insights, making reporting both efficient and professional.

Senne Weiss, Co-Founder, Rankup Digital

SE Ranking Simplifies Keyword Tracking and Audits

SE Ranking has been a game-changer for our SEO reports. It gives us everything we need—keyword tracking, audits, and backlink insights—without the clutter. The reports are easy to customize, so we can highlight exactly what matters to clients and our team. It’s powerful but simple, which is rare in SEO tools.

Dinesh Agarwal, Founder, CEO, RecurPost

Seobility Provides Actionable SEO Checklists

I really like Seobility because it has a simple interface and provides a lot of actionable checklists. For example, a quick scan can show all the pages on my site with broken links, identify any spelling mistakes, and let me know if any metadata is missing. We invest a lot in SEO, and so having this scan to get the last 2% right leads to some big wins.

Michael Alexis, CEO, Island Residency Solutions

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