Best SEO Analytics Tools According to Agency Experts

Managing SEO for clients requires tools that offer more than just basic metrics—they need to provide clear, actionable insights. SEO experts understand the importance of keywords, backlinks, and rankings, but the real challenge is often explaining these concepts to clients who might not be familiar with them. 

That’s why the right SEO analytics tools make all the difference. 

These tools should simplify complex data, making it easier to show clients the results of your agency’s strategies. 

If a client asks why their organic traffic dropped, having a tool that quickly identifies the cause—whether it’s a technical issue, an algorithm change, or competitor activity—lets you respond confidently. 

Agencies build trust and stronger relationships by showcasing the value of their work. In this article, we’ll look at the best SEO analytics tools that help agencies create straightforward and effective reports, ensuring your clients understand the full impact of your efforts.

What Are SEO Analytics Tools? 

SEO analytics tools are specialized software that helps agencies gather, analyze, and interpret data related to search engine optimization. 

The right SEO analysis tools should do more than track keyword rankings. They provide deep insights into various aspects of a website's performance, including organic traffic, backlink profiles, site health, and user behavior. 

For marketing agencies, SEO analytics tools are key to identifying opportunities for improvement, diagnosing issues that could be harming a client’s search performance, and measuring the success of ongoing SEO strategies.

Rather than just offering a snapshot of current metrics, the best SEO analytics tools allow agencies to dive deep into data trends over time, offering context that is important for making data-driven decisions. 

Consider this scenario: 

When evaluating a drop in rankings, an agency will use these tools to determine whether the issue is related to a recent algorithm update, increased competition, or on-page SEO technical problems. 

This level of analysis helps agencies create more targeted strategies and provide clients with precise recommendations that help their businesses. 

Why Should Agencies Use SEO Tools?

Agencies managing SEO for multiple clients require precise data, real-time updates, and the ability to clearly communicate the value of their work. 

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

SEO tools play an important role in achieving a client’s goals by providing the depth and accuracy needed to make informed decisions and optimize strategies on the fly.

Below are some key benefits of using SEO tools:

It’s commonly thought that using an SEO tool is simply for tracking rankings or generating custom SEO reports. It might be difficult to justify the price of the software to a manager compared to a free SEO tool.

However, great SEO tools give you access to accurate data and real-time metrics to drive better outcomes for your clients. These tools enable agencies to showcase their value by providing clear, valuable insights that enhance content optimization, improve overall marketing strategies, and ensure that every aspect of a campaign is aligned with client goals. 

What To Look for in an SEO Analytics Tool

Choosing the right SEO analytics platform makes all the difference, as the right tool will help streamline client management and communication. 

With so many options available on the market, we’ve created a breakdown of key features to consider:

Customer support is the #1 best thing about AgencyAnalytics. Unfortunately, I didn't expect much from a SAAS company. They are seriously incredible, though. As an agency owner, I know that these folks have my back.

Ryan Burch, Owner, Tobie Group

15 Best SEO Analytics Tools for Agencies

1. AgencyAnalytics 

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

AgencyAnalytics helps marketers report on more than just your average SEO analytics tools. The software integrates with over 80 other marketing platforms, painting a full picture of a client’s marketing campaigns. 

When that dreaded monthly reporting time comes around, AgencyAnalytics has you covered with pre-built report templates and customizable marketing dashboards. If there’s a specific report you need built but don’t see it in the library of options, Smart Reports creates one for you with just a few clicks in 11 seconds or less. 

Standout Features

• White Label Reporting: Customize reports with your agency’s branding.

• SEO, PPC, and Social Media Integrations: Manage all your marketing channels in one place.

• Automated Client Reporting: Reclaim billable hours by scheduling reports to be sent automatically to clients at your desired cadence, whether weekly, monthly, quarterly, annually, or at a custom pace.

Integrations

• Backlink Monitor, Rack Tracker, Moz, Semrush

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

• Shopify

Pricing

Plan starts at $59 per month, with 80+ marketing platform integrations.

We primarily rely on the Web Analytics reports and SEO reports for our clients. It's very difficult to explain the value of a service to a client without visuals. Using the web analytics report and the SEO reports side by side, helps us show our clients a correlation between SEO and Traffic.  We merge this data with a custom template that tracks conversions, and stripe analytics to show that traffic growth–from SEO and PPC–does have an impact on the number of conversions and revenue (their bottom line).

Ruben Roel, President, Investigator Marketing

2. Google Analytics

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

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. 

Stand Out Features

• Detailed Traffic Analysis and Segmentation: Google Analytics offers insights into user behavior, segmenting traffic based on various factors such as demographics, location, and device, providing a clearer picture of audience engagement.

• Goal Tracking and Conversion Reporting: This feature sets up specific goals, such as form submissions or purchases, and tracks conversions to measure the success of SEO strategies.

• Customizable Reports and Dashboards: Google Analytics creates basic reports and dashboards, making it easier to focus on the most relevant SEO metrics for your clients.

Integrations

• Google Search Console

• Google Ads

• Google Data Studio

Pricing

Free

3. Semrush 

Semrush is an all-in-one digital marketing platform with its most popular features being keyword research, competitor analysis, and content optimization. It offers a suite of tools that agencies use to 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. 

Stand Out Features

• Keyword Research With Extensive Data on Search Volume and Trends: Semrush is a great keyword tool, providing in-depth keyword analysis, helping identify the most 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, giving them a competitive edge.

• On-Page SEO Audit and Recommendations: The platform offers comprehensive site audits that highlight technical SEO issues and provide actionable recommendations for on-page optimization.

Integrations

• Google Analytics

• Google Search Console

• WordPress

Pricing

The Guru plan starts at $249/month

4. Ahrefs

Ahrefs is known for its powerful backlink analysis capabilities and is a go-to tool for agencies focused on off-page SEO. It provides detailed insights into backlink profiles, helping agencies identify link-building opportunities and track competitor strategies. 

Ahrefs also offers keyword research tools, site audits, and rank tracking. The platform’s database and user-friendly interface make it a valuable resource for agencies aiming to improve their clients’ search engine rankings. 

Stand Out Features

• Backlink Analysis With Detailed Metrics: Ahrefs offers in-depth analysis of backlink profiles, including metrics such as domain authority, helping marketers evaluate the quality of backlinks and identify opportunities for link-building.

• Keyword Research With Advanced Filtering Options: The platform provides keyword research capabilities, including the ability to filter by keyword difficulty, search volume, and other important metrics, targeting the most successful keywords.

• Site Audit Tool for Identifying SEO Issues: Ahrefs includes a site audit tool that scans your client’s website for technical SEO issues and provides clear recommendations to improve site health and performance.

Integrations

• Google Search Console

• Google Analytics

• WordPress

Pricing

Standard plan starts at $249/month

5. Moz

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’s Keyword Explorer is particularly popular for uncovering relevant keywords and assessing their potential impact. The tool also provides in-depth insights into domain authority and page authority, which are essential for evaluating the strength of a site’s SEO. 

Stand Out Features

• Keyword Explorer for Discovering and Analyzing Relevant Keywords: The Moz Keyword Explorer finds and evaluates keywords based on metrics such as search volume, difficulty, and potential impact, helping marketers optimize content effectively.

• Link Explorer for Backlink Analysis and Tracking: 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 meta tags, content structure, and other critical elements to improve rankings.

Integrations

• Google Analytics

• Google Search Console

• HubSpot

Price

The Medium plan starts at $179/month

6. Majestic SEO

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

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

Stand Out Features

• Comprehensive Backlink Analysis With Trust Flow Metrics: Majestic offers insights into backlink profiles, using trust flow and citation flow metrics to evaluate the quality and trustworthiness of links.

• Historical Backlink Data: The platform provides access to historical backlink data, tracking the growth and impact of link-building efforts over time.

• Site Explorer for Detailed Domain Analysis: Majestic’s Site Explorer offers 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

Pro plan starts at $99/month

7. Bing Webmaster Tools

Bing Webmaster Tools is a free service provided by Microsoft that lets agencies monitor and maintain their clients’ website presence in Bing’s search results. It offers a variety of tools for keyword research, backlink analysis, and site performance monitoring. 

Bing Webmaster Tools also provides insights into how Bing crawls and indexes a client’s website, helping agencies optimize for better visibility on this search engine. While often overlooked in favor of Google’s tools, Bing Webmaster Tools is a valuable tool for agencies that want to ensure comprehensive search coverage for their clients.

Stand Out Features

• Comprehensive Site Performance Monitoring: Bing Webmaster Tools provides detailed insights into how a site performs in Bing search results, including crawl statistics, indexing issues, and traffic data.

• Keyword Research and Optimization Suggestions: The platform offers keyword research tools that help identify opportunities to improve visibility in Bing, along with suggestions for optimizing content based on search trends.

• Backlink Analysis and Disavow Tool: Bing Webmaster Tools includes a backlink analysis feature that monitors and manages a client’s link profile, including the ability to disavow harmful links.

Integrations

• Microsoft Ads

• Google Analytics (via third-party tools)

• Google Tag Manager (via third-party tools)

Pricing

Free

8. Google Search Console

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

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

Stand Out 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.

• Search Performance and Keyword Data: The platform offers detailed data on search performance, including keyword rankings, click-through rates, and impressions, allowing agencies to refine their SEO strategies.

• Alerts for Critical Issues and Penalties: Google Search Console notifies marketers of critical issues like manual penalties, security problems, and mobile usability errors, helping agencies address them quickly to avoid drops in rankings.

Integrations

• Google Analytics

• Google Ads

• Data Studio

Pricing

Free 

Read More: Guide To Google Search Console Analytics and Top 6 Metrics to Track

9. Google PageSpeed Insights

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. 

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

Stand Out Features

• Performance Scores for Mobile and Desktop: Google PageSpeed Insights provides separate performance scores for a site's mobile and desktop versions, giving a clear understanding of how a site performs across different devices.

• Actionable Recommendations for Improving Speed: The tool offers specific, actionable recommendations to enhance page load times, such as optimizing images, leveraging browser caching, and reducing server response times.

• Core Web Vitals Assessment: PageSpeed Insights evaluates a site’s Core Web Vitals, including metrics like Largest Contentful Paint (LCP) and Cumulative Layout Shift (CLS), which are important for both user experience and SEO.

Integrations

• Google Lighthouse

• Chrome DevTools

• Google Analytics (via manual data correlation)

Pricing

Free

Read More: 14 Mobile Marketing Tips to Improve Your Website

10. Google Lighthouse

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). 

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. 

Stand Out 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 is user-friendly and compliant with current standards.

• SEO and PWA Assessments: Lighthouse includes a built-in SEO audit, checking for essential optimization practices, and assesses a site’s readiness to function as a Progressive Web App, which enhances mobile user experience.

Integrations

• Google Chrome DevTools

• Google PageSpeed Insights

• Google Search Console (via manual data correlation)

Pricing

Free

Read More: An Agency Guide to Google Lighthouse

11. Screaming Frog SEO Spider

Screaming Frog SEO Spider is a specialized tool that is used for technical SEO audits. It crawls websites 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. The tool is particularly useful for large websites, where manual checks would be impractical.

Stand Out Features

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

• Ability to Identify and Fix 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

Free version available; Paid version starts at $259/year

12. Spyfu

SpyFu is a competitive analysis tool that uncovers competitors’ SEO and PPC strategies. It provides insights into the keywords competitors are targeting, their ad spend, and their organic search rankings. 

SpyFu’s keyword research tools are particularly valuable for identifying high-value keywords that are leveraged in SEO and PPC campaigns. The platform also offers features for tracking keyword rankings and monitoring competitors over time. 

Stand Out Features

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

• PPC Campaign Insights: The platform provides data on competitors’ PPC ad spend, keyword bids, and ad performance, allowing marketers to refine their client’s PPC strategies based on competitive intelligence.

• Historical Data on Competitor Rankings and Ad Spend: 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

Basic annual plan starts at $33/month

Read More: An Agency Guide to Local Business Schema Markup

13. BrightEdge

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. 

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. 

Stand Out Features

• Real-Time SEO Metrics and Predictive Analytics: BrightEdge provides up-to-the-minute data and predictive analytics, helping agencies anticipate changes in search trends and adjust strategies proactively.

• Comprehensive Reporting and ROI Tracking: The platform’s reporting tools equip agencies with the data needed to demonstrate the impact of SEO efforts.

• Advanced Content Optimization Tools: BrightEdge offers sophisticated tools for content optimization, including recommendations for improving on-page elements such as meta tags, keyword density, and content relevance.

Integrations

• Google Analytics

• Google Search Console

• Adobe Analytics

Pricing

Custom pricing based on agency needs

14. Raven Tools

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

Stand Out Features

• Comprehensive Site Audits With Detailed SEO Metrics: Raven Tools conducts thorough site audits that analyze technical SEO aspects, providing actionable insights to improve site performance and search rankings.

• Integrated Social Media and PPC Management Tools: The platform manages and analyzes social media campaigns and PPC efforts alongside a client’s SEO strategies, offering a complete view of their digital marketing performance.

• Link Spy Feature: Allows agencies to spy on top competitors and find new links for their client’s websites.

Integrations

• Google Analytics

• Google Search Console

• Majestic SEO

Pricing

Starts at $39/month

15. Serpstat 

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

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. 

Stand Out Features

• Keyword Research and Competitor Analysis With Extensive Databases: Serpstat provides a wealth of data for keyword research and competitor analysis, identifying high-impact keywords and helping marketers understand a competitor’s strategy.

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

• Rank Tracking With Historical Data: Serpstat’s rank tracking feature lets marketers monitor keyword performance over time, providing historical data that helps agencies understand long-term trends and adjust strategies accordingly.

Integrations

• Google Analytics

• Google Search Console

• Trello

Pricing

From $59/month

Will Free SEO Tools Do the Job?

Free SEO analysis tools like Bing Webmaster Tools, Google Lighthouse, and Google Analytics are all great options for managing your clients’ SEO, especially when your agency is working with a limited number of clients. 

These tools offer valuable insights into a website’s SEO, providing data on performance metrics, SEO scores, internal links, external links, and more. They help marketers craft a solid SEO strategy and diagnose issues that may be affecting a site’s visibility. Tools like Google Trends are also useful for understanding keyword trends and optimizing content for relevant searches.

However, as your agency grows and takes on more SEO clients, relying solely on free tools becomes less practical. 

The limitations of these tools, particularly in terms of reporting capabilities and the breadth of data they can analyze, start to show. While they can handle basic SEO tasks, such as tracking SEO scores and identifying diagnostic issues, they don’t provide the in-depth analysis and professional reports needed to meet the expectations of larger clients.

Free tools track keyword rankings and provide some insights into SEO data, but they lack the advanced features of paid tools, such as detailed rank trackers, competitor analysis, and multi-channel integration. 

If your agency wants to deliver professional reports that cover more than just basic SEO services—like integrating SEO data with PPC performance or social media metrics—you’ll eventually need to invest in larger, more comprehensive SEO tools.

AgencyAnalytics is the only SEO analytics platform that’s custom-built for marketing agencies just like yours. More than 6,500 marketing agencies use AgencyAnalytics to generate comprehensive, customized, white labeled reports in as little as 11 seconds, integrating with over 80 marketing platforms to pull in data on far more than just SEO. Quit wasting time jumping between platforms and dive deep into an SEO analytics tool that has changed the game for marketing agencies.

Summary & Key Takeaways

We hope this list of the best SEO tools has saved you time and effort in researching the right solution for your agency. Here are three key takeaways to consider:

• Choose the Right Tools: Understand the differences between free and paid SEO tools to select the best options for delivering comprehensive, professional results to your clients.

• Scale Your Services: As your agency grows, investing in advanced SEO tools becomes key for managing multiple clients and providing detailed, multi-channel reports.

• Deliver Clear Value: Use SEO analytics tools to create client-friendly reports, track key metrics, and optimize strategies that demonstrate your agency’s value and drive measurable success.

For an all-encompassing platform, add AgencyAnalytics to your SEO toolbox. It monitors SEO performance and integrates with over 80 other marketing platforms, providing a holistic view of all your marketing efforts in one place. Try AgencyAnalytics with a 14-day free trial today!