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Published: Sep 4, 2024

The best SEO software and tools for agencies in 2025

Richelle Peace AgencyAnalytics
Richelle Peace
Content Marketing Specialist
SEOAnalytics
Best SEO Analytics Tools According to Agency Experts

Table of Contents

Table of Contents

  • Why should agencies use SEO tools?
  • What to look for in an SEO software
  • 15 SEO analytics tools and software for agencies that made the list
  • Best SEO tools and software for agencies: Summary
  • How to choose the best SEO software for your agency
  • Summary & key takeaways

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QUICK SUMMARY:

SEO analytics tools help agencies to gather, analyze, and interpret search engine data. These tools go beyond tracking basic metrics like keyword rankings, offering deep insights into organic traffic, backlink profiles, SERP feature visibility, site health, and user behavior. This article shares the top SEO analytics tools–along with standout features, integrations, and pricing–to help agencies make informed decisions.

SEO management is more than watching numbers rise and fall. Clients expect clear explanations of what’s working, what’s not, and how to fix it. 

The right SEO tools make that possible. Instead of manually sorting through spreadsheets, analytics dashboards, or keyword reports, they do the heavy lifting for you—pulling insights together and presenting them in a way that’s easy to understand. They’re not one-size-fits-all, either: Some specialize in technical audits, others in rank tracking, backlink analysis, or content optimization.

Regardless of their function, they all improve efficiency, share actionable insights, and streamline SEO data tracking. So when a client asks why traffic dropped or which keywords are performing best, you’ll have the answers at your fingertips.

In this guide, we’ll examine the best SEO analytics tools for agencies, including free platforms, premium tools, site auditing tools, keyword research solutions, and more. That way, you’ll have a better understanding of what’s worth adding to your SEO toolbox.

Why should agencies use SEO tools?

SEO for multiple clients requires precise data, real-time updates, and the ability to clearly communicate the value of your work. 

More specifically, SEO agency tools ensure:

  • Data accuracy: Reliable SEO software provides precise data on search volume, keyword trends, and key performance metrics. Accurate insights support smarter decisions in content optimization, off-page SEO, and technical adjustments.

  • Real-time metrics: Access to up-to-date data allows your team to identify trends quickly and adjust strategies in response to algorithm updates or market changes, keeping campaigns agile and effective.

  • Showcasing agency value: Detailed, customizable SEO reports highlight the tangible impact of your work—such as improved rankings, stronger backlink profiles, and higher organic traffic—making it easier to demonstrate ROI to clients.

  • Enhanced content optimization: Advanced tools reveal how content performs across search engines and whether it appears in visible SERP elements (like Featured Snippets, AI Overviews, and People Also Ask panels). This helps agencies refine on-page elements, target high-impact keywords, and optimize both on-site and off-site SEO efforts.

By choosing the right SEO tool, you’ll be better positioned to showcase value, enhance content optimization, and improve overall marketing strategies.

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What to look for in an SEO software

Choosing the right SEO analytics platform makes all the difference. It helps streamline client management, enhance communication, and drive better search engine optimization results. More specifically, here’s what to look for when researching SEO analysis tools.

Feature

Description

Comprehensive reporting

Offers in-depth SEO reports that include a wide range of metrics, from search volume to off-site SEO performance, helping you demonstrate the full impact of your strategies.

Real-time data

Provides real-time SEO metrics that allow you to quickly adjust in response to market changes or algorithm updates.

Keyword research tool

Includes features to identify and analyze relevant keywords, helping with content optimization and ensuring that strategies align with current search trends.

Content optimization

Comes with tools to evaluate and enhance on-page content, including meta tags, keyword density, and user engagement metrics.

User-friendly interface

Has a straightforward interface that allows you to access and interpret data easily, making it simpler to communicate findings to clients.

Competitor analysis

Provides insights into competitor activities, which helps to understand search visibility gaps, link-building strategies, and content areas to gain a competitive edge.

Scalability and efficiency

Manage multiple client accounts efficiently with features for scheduling posts, assigning SEO tasks, and generating reports.

Integration capabilities

Easily integrates with other tools, such as Google Analytics or social media platforms, to provide a holistic view of your clients’ digital performance

Customer service

Provides responsive customer service and support to assist with troubleshooting or setting up large clients, ensuring smooth operations and minimizing downtime.

Whether you’re seeking a specialized solution or expanding your existing SEO toolkit, take time to do the upfront groundwork. That way, you’ll choose a platform that truly aligns with your agency’s goals and ensures clients achieve success.

An example of how to highlight progress in marketing campaigns by tracking performance goals

Set realistic SEO goals, share real-time results, and track your agency’s progress in an easy-to-understand SEO dashboard. Try AgencyAnalytics free for 14 days. 

15 SEO analytics tools and software for agencies that made the list

With so many SEO tools on the market, it’s hard to know which ones are worth investing in. To make the decision easier, here’s our shortlist for the top ones to consider.

1. AgencyAnalytics: Best for all-in-one automated reporting

An example of a professional and customizable SEO dashboard template

AgencyAnalytics is an all-in-one platform designed specifically for marketing agencies. It connects to major website SEO checkers, including Ahrefs, Semrush, Google Analytics, and Majestic. 

Plus, AgencyAnalytics helps agencies report on more than average SEO analytics tools. This platform integrates with over 80+ other leading platforms, which will paint a full picture of a client’s marketing performance. When monthly reporting rolls around, there’s no need to scramble for screenshots or piece together data from multiple platforms. With AgencyAnalytics, instantly automate your entire reporting workflow and deliver results that matter.

Standout features

  • First-party data benchmarks: Leverage accurate, first-party data to benchmark client performance against industry standards. Compare SEO, PPC, and social metrics to identify opportunities and set realistic, data-driven goals.

  • Ask AI: Automatically generates campaign summaries and plain-language insights across SEO, PPC, and more. This helps agencies explain why results changed—not just what changed.

  • Pre-built or auto-generated templates: Use a readymade SEO dashboard template to track real-time data. Similarly, stream metrics into a professional SEO report template, customizing as needed. Even generate an 11-second Smart Report for maximum efficiency!

Integrations

  • Ahrefs, Majestic, Google Search Console, Rack Tracker, Moz, Semrush

  • Google Ads, Facebook Ads, TikTok Ads, Instagram Ads

  • Shopify

Pricing

The Agency starts from $179, which includes access to all 80 integrations, unlimited user profiles, forecasting, anomaly detection, and more. There’s also a free 14-day trial available.

2. Google Analytics: Best for web traffic and conversion tracking

Google Analytics (GA) is a foundational tool for any agency, offering in-depth SEO insights about website traffic and user behavior. It provides detailed reports on organic search performance, helping to illustrate how visitors find and interact with a client’s site. 

Google Analytics Homepage

GA also tracks conversions and sets goals to measure the success of SEO strategies. Its integration with other Google products makes it a versatile option for agencies managing multiple clients. 

Standout Features

  • Detailed traffic analysis: Google Analytics offers insights into user behavior, segmenting traffic based on various factors such as demographics, location, and device.

  • Event tracking and conversion reporting: Set up specific events–such as form submissions or purchases–and track conversions to measure the success of SEO strategies.

  • AI-powered insights: Use machine learning to detect anomalies, predict user behavior, and surface insights automatically.

Integrations

  • Google Search Console

  • Google Ads

  • Looker Studio

Pricing

Free

Agency Tip: Use the GA dashboard in AgencyAnalytics to view organic traffic and engagement data alongside other platform metrics. This way, you’ll get a more comprehensive overview of SEO performance.

3. Semrush: Best for AI search & SERP feature tracking

Semrush SEO Audit Tool Homepage

Semrush is an all-in-one digital marketing platform with a range of features, including target keyword research, competitor analysis, and content optimization. This comprehensive suite of tools helps agencies manage SEO, PPC, social media, and content marketing campaigns. 

Semrush’s extensive database lets users explore search volumes, analyze competitor strategies, and track site performance. The platform also offers SEO audits to identify technical issues and opportunities for improvement. 

Standout Features

  • Keyword research: Semrush provides in-depth keyword analysis and suggests keywords that align with user intent. This helps identify valuable keywords for campaigns, plus detailed metrics on search volume and trends.

  • Competitor analysis and benchmarking: Semrush analyzes competitors’ SEO strategies, tracks their rankings, and benchmarks your client’s performance against theirs for a data-informed comparison

  • AI SERP visibility tracking: Use machine learning to analyze how AI-generated search results and SERP features affect client visibility and click-through rates.

Integrations

  • Google Analytics

  • Google Search Console

  • WordPress plugin

Pricing

The Guru plan starts at $208.33/month.

Agency Tip: Connect your Semrush account in AgencyAnalytics to view detailed keyword rankings, backlink insights, and metrics from over 80+ marketing platforms—all in one dashboard.

4. Ahrefs: Best for backlink analysis and SEO research

Ahrefs remains one of the most trusted platforms for SEO professionals, best known for its industry-leading backlink analysis and competitive intelligence. With one of the largest and fastest-updated link indexes available, it helps agencies uncover link-building opportunities, analyze competitor strategies, and monitor domain authority trends.

ahrefs website

Beyond backlinks, Ahrefs provides a full suite of tools for keyword research, technical SEO audits, and rank tracking, making it a comprehensive solution for improving organic visibility.

Standout features

  • Backlink analysis: Ahrefs’ vast, frequently updated index provides detailed insights into referring domains, link quality, anchor text, and link growth over time.

  • Keyword gap analysis: Their Keywords Explorer remains one of the most powerful research tools, offering advanced filters for keyword difficulty, search volume, traffic potential, and intent.

  • AI Search impact analysis: Monitors how AI-generated search results and SERP feature placements influence ranking fluctuations and organic visibility.

Integrations

  • Google Search Console

  • Google Analytics

  • WordPress

Pricing

Ahrefs’ Standard plan starts at $249/month.

Agency Tip: Integrate Ahrefs with AgencyAnalytics to view comprehensive backlink metrics, keyword insights, and competitor data side by side.

5. Moz Pro: Best for keyword research and authority tracking

Moz is a well-rounded SEO toolset designed for agencies looking to improve their clients’ search engine rankings. It offers keyword research, site audits, and link-building tools, all within an easy-to-use interface.

Moz Pro Homepage

This tool also provides in-depth insights into domain authority and page authority, which are essential for evaluating the strength of a site’s SEO. 

Standout features

  • Keyword Explorer: Find and evaluate keywords based on metrics such as search volume, difficulty, and potential impact.

  • Link Explorer: This feature analyzes a backlink profile, tracks new and lost links, and evaluates the strength of link-building efforts.

  • On-page optimization recommendations: Moz provides actionable insights for on-page SEO, helping optimize structured data and other key SEO elements to improve rankings.

Integrations

  • Google Analytics

  • Google Search Console

  • HubSpot

Price

Moz Pro’s Medium plan starts at $179/month.

Agency Tip: Use the Moz dashboard in AgencyAnalytics to track Domain Authority, keyword rankings, and backlink data alongside other marketing metrics.

6. Majestic: Best for link building and backlink quality analysis

Majestic is a tool focused on backlink analysis and link building, offering a detailed set of features for agencies specializing in off-site SEO.

Majestic website

It provides detailed metrics on backlink profiles, including trust flow and citation flow, which help agencies evaluate the quality of external links. Majestic’s large database lets users explore historical backlink data, giving insights into the long-term performance of link-building campaigns. 

Standout features

  • Comprehensive backlink analysis: Majestic offers insights into backlink profiles, using trust flow and citation flow metrics to evaluate the quality and trustworthiness of links.

  • AI-Based Link pattern detection: Scan backlink profiles to detect suspicious link patterns and uncover new linking opportunities; faster than manual audits.

  • Site Explorer: Access in-depth analysis of domain authority, backlink profiles, and competitor link strategies, helping marketers improve their own SEO tactics.

Integrations

  • Google Search Console

  • Screaming Frog SEO Spider

  • BuzzStream

Pricing

Majestic’s Pro plan starts at $99.99/month.

Agency Tip: Integrate Majestic with AgencyAnalytics to monitor backlink health and new link acquisition trends directly in your reports. It’s an easy way to show clients how off-site SEO efforts are building authority.

7. Bing Webmaster Tools: Best for Microsoft search visibility

Bing Webmaster Tools is a free platform from Microsoft that helps agencies monitor and manage how their clients’ sites appear in Bing’s search results. It includes tools for keyword research, backlink analysis, indexing, crawl control, and site performance monitoring.

Bing Webmaster Tools Homepage

Though often overshadowed by Google’s toolset, Bing Webmaster Tools remains a valuable component of a full-spectrum SEO strategy, especially for clients seeking complete search coverage.

Standout features

  • Comprehensive site performance monitoring: This tool provides detailed insights into how a website performs in Bing’s search results, including crawl statistics, indexing coverage, and traffic data.

  • Keyword research: The built-in keyword research tool helps identify high-value search terms and track performance by country, device, and time period. It also offers trend analysis and optimization recommendations.

  • AI Insights dashboard: Uses Microsoft’s machine learning to summarize performance data, highlight issues, and surface actionable recommendations automatically.

Integrations

  • Microsoft Ads

  • Google Analytics (via third-party tools)

  • Google Tag Manager (via third-party tools)

Pricing

Free

Agency Tip: Use the Bing Webmaster Tools dashboard in AgencyAnalytics to easily view essential search data alongside other key metrics. 

8. Google Search Console: Best for indexing and site health monitoring

Google Search Console is another free SEO tool that provides valuable insights into how a client’s website is performing on Google search engine results pages. It offers detailed reports on indexing, crawling, and search traffic, helping agencies monitor and optimize client sites for better online visibility.

Google search console homepage

Google Search Console also alerts marketers to critical issues, such as indexing errors, manual penalties, and mobile usability problems. 

Standout features

  • Detailed indexing and crawling reports: Google Search Console provides insights into how Google indexes and crawls a client’s website, helping SEO experts identify and fix issues that could affect a site’s visibility.

  • SERP analysis insights: This platform offers detailed data on search performance–including keyword rankings, click-through rates, and top-ranking pages–allowing agencies to refine their SEO strategies.

  • Time-sensitive alerts: Google Search Console sends notifications about critical issues like manual penalties, security problems, and mobile usability errors. This helps agencies address them quickly and avoid drops in rankings.

See the Google Search Console Dashboard Template in Action
Use This Template To Create Custom Dashboards in Minutes
View Template Demo

Integrations

  • Google Analytics

  • Google Ads

  • Data Studio

Pricing

Free

AgencyAnalytics SEO report template

No need to get lost in a sea of SEO data. Use AgencyAnalytics to consolidate key metrics across multiple platforms without the hassle–sign up for a free 14-day trial today.

9. Google PageSpeed Insights:  Best for assessing site performance and Core Web Vitals

Google PageSpeed Insights is a tool that evaluates the performance of a website on both mobile and desktop devices. It provides a score based on various performance metrics, including loading times, interactivity, and visual stability.

Google PageSpeed Insights homepage

PageSpeed Insights offers specific recommendations for improving page speed, which is a key factor in both user experience and search engine rankings. 

Standout Features

  • Performance scores: PageSpeed Insights evaluates a site's performance on mobile and desktop devices. These separate scores help agencies identify which environments need the most improvement.

  • Actionable recommendations for improving speed: The tool offers specific suggestions to enhance page load times, such as optimizing images, leveraging browser caching, and reducing server response times.

  • Core Web Vitals assessment: This tool measures Google’s Core Web Vitals, including Largest Contentful Paint (LCP) and Cumulative Layout Shift (CLS). These metrics represent real user experience signals tied directly to search visibility and page quality.

Integrations

  • Google Lighthouse

  • Chrome DevTools

  • Google Analytics (via manual data correlation)

Pricing

Free

Agency Tip: Bring Google PageSpeed Insights into AgencyAnalytics to visualize Core Web Vitals, identify performance issues, and deliver faster, higher-ranking websites for your clients.

10. Google Lighthouse: Best for web performance and accessibility audits

Google Lighthouse is an open-source, automated tool that helps agencies improve the quality of web pages. It can be run on any web page and provides insights into several key areas, including performance, accessibility, best practices, SEO, and Progressive Web Apps (PWA).

Google Lighthouse Performance Score Example

Lighthouse generates reports with actionable recommendations, making it a great tool for agencies focused on delivering high-performance websites–optimized for both users and search engines.

Standout features

  • Website performance audit: Google Lighthouse performs a full audit of a website’s performance, covering aspects such as loading speed, responsiveness, and interactivity, providing a score and detailed insights for improvement.

  • Accessibility and Best Practices Evaluation: The tool evaluates a site’s accessibility SEO and adherence to web best practices, ensuring that it’s user-friendly and compliant with current standards.

  • SEO & PWA Assessments: Lighthouse includes a built-in SEO auditing tool, which checks for optimization practices and assesses a site’s readiness to function as a Progressive Web App. In turn, this enhances mobile user experience.

Integrations

  • Google Chrome DevTools

  • Google PageSpeed Insights

  • Google Search Console (via manual data correlation)

Pricing

Free

Agency Tip: Use the Google Lighthouse integration in AgencyAnalytics to monitor performance, accessibility, and SEO scores without switching between tools.

11. Screaming Frog SEO Spider: Best for technical SEO audits

Screaming Frog SEO Spider is a specialized tool used for assessing the technical aspects of SEO. It crawls multiple sites to identify issues such as broken links, duplicate content, and missing meta tags. 

Agencies use it to perform in-depth site audits, ensuring that their clients’ websites are fully optimized for search engines. This tool is particularly useful for large websites, where manual checks would be impractical.

Screenshot of Screamingfrog homepage

Standout features

  • Comprehensive site audit capabilities: Screaming Frog crawls clients’ websites and identifies technical issues such as broken links, missing meta descriptions, and duplicate content, providing a complete overview of site health.

  • Technical SEO issues: The tool highlights critical SEO issues, helping marketers make necessary corrections to improve site performance and search rankings.

  • Customizable crawl settings: Screaming Frog offers advanced settings to customize a site crawl, focusing on specific areas of interest or excluding certain elements for a more targeted analysis.

Integrations

  • Google Analytics

  • Google Search Console

  • Ahrefs

Pricing

Screaming Frog SEO Spider pricing starts from $279/year. 

12. Spyfu: Best for PPC and competitor keyword intelligence

SpyFu is a competitive intelligence platform designed to uncover how rivals perform in SEO and PPC. It reveals the keywords your competitors target, their ad strategies, estimated spend, and their historical ranking trends.

Screenshot of Spyfu homepage

Agencies use it to reverse-engineer competitive tactics, fine-tune keyword strategies, and monitor shifts over time. Because it concentrates on competitive visibility and ad intelligence, SpyFu is especially valuable in markets where PPC plays a major role.

Standout features

  • Competitive analysis: SpyFu offers detailed insights into competitor keyword strategies, helping identify high-value keywords that improve your client’s SEO and PPC campaigns.

  • PPC campaign insights: This platform provides solid data on competitors’ PPC ad spend, keyword bids, and ad performance. This allows agencies to refine client PPC strategies based on competitive intelligence.

  • Historical data: SpyFu includes historical data that shows how competitors’ rankings and ad spend have changed over time, providing a deeper understanding of their strategies and performance.

Integrations

  • Google Analytics

  • Google Ads

  • Data Studio

Pricing

SpyFu’s Team/Agency plan starts from $249/month.

13. BrightEdge: Best for enterprise SEO and AI-driven content optimization

BrightEdge is an enterprise-level SEO platform designed for agencies managing large-scale SEO campaigns. It offers an all-inclusive suite of tools for keyword research, content optimization, and performance tracking. 

Screenshot of BrightEdge homepage

BrightEdge’s real-time data and predictive analytics help agencies stay ahead of industry trends and adjust strategies as needed. The platform also includes powerful reporting features that help agencies demonstrate the ROI of their SEO efforts. 

Standout features

  • Real-time SEO metrics: BrightEdge provides live SEO data and predictive analytics, helping agencies anticipate changes in search demand and adjust strategies proactively.

  • Comprehensive ROI tracking: Its enterprise-grade reporting tools connect SEO outcomes directly to business metrics, enabling agencies to quantify impact and demonstrate clear ROI across campaigns.

  • AI search visibility tracking: Monitors how generative AI results (like Google SGE or Bing Copilot) affect rankings and organic click potential, helping agencies adapt content strategies in real time.

Integrations

  • Google Analytics

  • Google Search Console

  • Adobe Analytics

Pricing

BrightEdge’s custom pricing is available by request.

14. Raven Tools: Best for enterprise-level SEO automation

Raven Tools is an all-in-one marketing platform that provides agencies with a variety of SEO tools, including site audits, keyword research, and backlink analysis. 

Screenshot of Raven Tools homepage

This platform also offers social media analytics tools and PPC analysis, making it a versatile tool for agencies that handle multiple aspects of digital marketing. 

Standout features

  • Comprehensive site audits: Raven Tools performs detailed site crawls to identify technical SEO issues such as broken links, redirect errors, duplicate content, and missing metadata.

  • Unified SEO, PPC & social reporting: This platform consolidates performance data across SEO, paid advertising, and social media channels into one dashboard.

  • Competitor link analysis: Raven’s Link Spy feature helps agencies uncover competitor backlinks and identify new link-building opportunities. It pulls data from trusted sources like Majestic to reveal high-authority linking domains. 

Integrations

  • Google Analytics

  • Google Search Console

  • Majestic 

Pricing

Raven Tool’s plan for small business owners starts from $39/month.

15. Serpstat: Best for uncovering SEO and PPC growth opportunities 

Serpstat is a growth hacking tool for SEO, PPC, and content marketing. It offers a wide range of features, including keyword suggestions, competitor analysis tools, and rank tracking. 

Screenshot of Serpsplat homepage

Serpstat’s database is extensive, covering millions of keywords and domains, making it a great option for agencies looking to optimize their clients’ SEO and PPC campaigns. The platform also provides in-depth site audits that help identify technical issues and opportunities for improvement. 

Standout features

  • Keyword research: Serpstat’s powerful keyword and domain analysis tools reveal high-value trending keywords, competitor strategies, and search intent insights.

  • Technical SEO tools: The platform offers site audits that analyze technical SEO issues, providing actionable recommendations to improve site health and rankings.

  • AI keyword grouping and content insights: Uses machine learning for grouping keywords, identifying content gaps, and recommending new topics based on real search intent.

Integrations

  • Google Analytics

  • Google Search Console

  • Trello

Pricing

Serpstat’s Team plan starts from $100/month.

Best SEO tools and software for agencies: Summary

Tool name

Pros

Cons

Pricing

AgencyAnalytics

All-in-one automated reporting across SEO, PPC, social, and more

May be too comprehensive for agencies seeking a simple, single-channel reporting tool

Agency starts from $179

Google Analytics

Web traffic and conversion tracking with robust event and goal setup

Can be complex to configure; limited keyword-level insights

Free

Semrush

Comprehensive SEO and PPC suite with SERP feature tracking

Higher pricing tiers may not suit smaller agencies

From $208.33/month

Ahrefs

Industry-leading backlink data and keyword research tools

No free plan; limited focus on PPC and social data

From $249/month

Moz Pro

Excellent for keyword research, link tracking, and authority scoring

Some tools can be slower to update with live search data

From $179/month

Majestic

Strong backlink database with Trust Flow and Citation Flow metrics

Focuses primarily on backlinks without broader SEO features

From $99.99/month

Bing Webmaster Tools

Valuable for expanding search visibility beyond Google

Limited data depth compared to Google Search tools

Free

Google Search Console

Essential for tracking indexing, crawling, and keyword performance

Lacks advanced reporting and multi-client management features

Free

Google PageSpeed Insights

Quick, accurate evaluation of site speed and Core Web Vitals

Doesn’t provide full diagnostic context for complex issues

Free

Google Lighthouse

In-depth performance, accessibility, and SEO audits

Manual setup required; not suited for large-scale monitoring

Free

Screaming Frog SEO Spider

Comprehensive technical SEO crawler with custom extraction options

Can be resource-intensive when crawling very large websites

Free (limited) or $279/year

SpyFu

Excellent for PPC and competitor keyword intelligence

Data coverage may vary by region or search market

From $249/month

BrightEdge

Enterprise-level SEO automation with predictive AI insights

Best suited for large agencies; setup and onboarding could be complex

Custom pricing

Raven Tools

Centralized SEO, PPC, and social reporting for smaller agencies

Limited data depth for highly technical SEO analysis

From $39/month

Serpstat

Affordable all-in-one SEO, PPC, and content optimization tool

Some advanced analytics may require manual setup or customization

From $100/month

How to choose the best SEO software for your agency

Choosing the right SEO software is about finding a platform that aligns with your agency’s goals, workflows, and long-term growth. The ideal solution saves time, improves client reporting, and adapts as your agency scales.

Here’s how to pick the right option:

  • Identify your agency’s needs: Define what matters most—keyword research, technical SEO, reporting, or multi-channel integration. Match software capabilities to your core services and client requirements.

  • Assess workflow compatibility: Choose a platform that integrates smoothly with your existing tools (analytics, CRM, project management). Also, look for strong automation and flexible client reporting options.

  • Test with real client scenarios: Where possible, sign up for a limited free version to confirm how well the software supports daily operations. Evaluate reporting, automation, and ease of collaboration.

  • Plan for scalability: Ensure the platform can handle more clients, data, and integrations as your agency expands. Consider pricing models that scale efficiently without adding unnecessary complexity.

The best SEO software isn’t necessarily the one with the most features—it’s the one that helps your agency deliver results efficiently and at scale.

See the White Label SEO Report Template in Action
Use This Professional Template To Create Client Reports in Minutes
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Will free SEO tools do the job?

Free SEO tools like Google Search Console, Bing Webmaster Tools, and Google Trends are excellent starting points, especially for smaller agencies managing a handful of clients. However, as your agency scales and takes on more clients, free tools quickly reveal their limitations. While they’re great for basic diagnostics, they lack the depth, automation, and reporting sophistication that growing agencies need. Without advanced SEO tracking capabilities, it becomes difficult to manage multiple campaigns efficiently. Think about it—at some point, you may encounter an issue like inconsistent keyword rankings across clients or missing performance data from different tools. And in these cases, you’ll spend more time reconciling reports than actually improving results. In other words, if your agency wants to deliver reports that go beyond surface-level metrics, investing in premium SEO tools is non-negotiable.

Summary & key takeaways

We hope this guide to the best SEO tools has helped narrow your search! As you expand your tech stack, keep these key points in mind:

  • Start with your agency’s priorities: Identify which areas need the most support—whether it’s keyword tracking, technical audits, or client reporting—and focus on tools that strengthen those core functions.

  • Think beyond today’s needs: Look for solutions that scale effortlessly as your client base and service offerings grow, without adding unnecessary complexity.

  • Automate wherever possible: Integrations and automation are game changers for agencies. Connecting your SEO, PPC, and analytics data in one place saves hours and delivers faster, more reliable insights.

For a true all-in-one tool, AgencyAnalytics brings everything together. Connect SEO, PPC, social, and web analytics data in one platform to streamline reporting, deliver white label SEO reports, and give clients a clear, comprehensive view of performance.

AgencyAnalytics is one of the most essential tools we use as an agency. Not only do we use it daily with our internal team to check specific KPIs we are tracking through various dashboards, but it has also saved us countless hours with our monthly reporting. The reports we output and email to our clients have the data clearly visualized and look professional, giving our clients a report they can finally understand!

Brian Ferritto, Partner, 42connect

Ready to take your SEO reporting to the next level? Try AgencyAnalytics today, free for 14 days.

Richelle Peace AgencyAnalytics

Written by

Richelle Peace

Richelle Peace is a writer with a degree in Journalism who focuses on web content, blog posts, and social media. She enjoys learning about different topics and sharing that knowledge with others. When she isn’t writing, Richelle spends time teaching yoga, where she combines mindfulness, movement, and her passion for wellness.

Read more posts by Richelle Peace 

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