In digital marketing, Search Engine Optimization (SEO) is without a doubt the backbone of online visibility.

As you, the SEO expert, work tirelessly to optimize the web presence of your clients, it’s equally important to communicate your achievements and findings effectively. That’s where the white label SEO report comes in.

White label reports allow you to present data under your branding, even if you’re outsourcing services, providing a cohesive brand experience for your clients.

This article will guide you on key metrics to include in a comprehensive white label SEO report that reflects your expertise and supports decision-making.

Understanding White Label SEO Reports

Before getting into the metrics, let’s clarify what a white label SEO report entails.
A white label SEO report is a customizable document created by one company to be rebranded and presented by another company as its own.

These reports are vital for maintaining transparency and trust with your clients while reinforcing your authority and professionalism.

10 Key White Label SEO Report Metrics to Report On

In a white label SEO report, your focus should be on metrics that showcase your SEO campaign’s performance. Here’s what you need to include:

1. Organic Traffic

Organic traffic represents visitors who arrive at your client’s site from a search engine result page (SERP) without any direct referrals or paid campaigns.

It’s fundamental to showcase growth or patterns in organic visits as this correlates directly with SEO effort effectiveness. Tools like Google Analytics offer in-depth insights into organic traffic patterns, letting you identify which keywords and pages are driving visits.

Tip: Compare current traffic to previous periods and analyze the trends. Highlight any significant changes in the white label SEO report and correlate them with SEO actions taken, such as optimizing content, improving page load speeds, or acquiring quality backlinks.

2. Page Rankings

The position of your client’s website on search engine results pages for targeted keywords is a key performance indicator. Improved rankings increase visibility, driving more organic traffic. You can use SEO tracking tools to monitor keyword positions over time.

Tip: Focus on top-performing keywords and those with room for improvement. Discuss strategies in play to maintain or boost rankings, such as adjusting on-page SEO or enhancing content quality.

3. Click-Through Rate (CTR)

CTR measures how often people who see your client’s website in search results decide to click and visit.

A low CTR could suggest that meta titles and descriptions — the first elements a search user sees — are not effectively capturing user attention or matching search intent.

Tip: Analyze pages with both high and low CTRs to identify patterns or differences. Suggest A/B testing for meta descriptions or titles to improve CTR.

4. Bounce Rate

Bounce rate is the percentage of visitors who navigate away from the site after viewing only one page. It helps gauge the relevance and quality of the landing page content.

High bounce rates may indicate that the landing pages are not relevant to what visitors expect. The content may need better alignment with user intent or improvements in quality and engagement.

Tip: Provide a breakdown of bounce rates by page in the white label SEO report to identify which pages are underperforming. Discuss content or design modifications to better meet audience needs and interests.

5. Conversion Rate

Conversion rate — the percentage of visitors who take a desired action — links SEO efforts directly to business outcomes, such as sales, leads, or subscriptions. This metric shows the tangible value of your SEO strategies beyond traffic and rankings.

Tip: Highlight successful conversions in the white label SEO report and analyze the user journey leading to those conversions. Offer recommendations for improving the conversion path on pages with lower performance.

6. Backlink Profile

A good backlink profile is a testament to the authority and trustworthiness of your client’s site.

Reports should detail the quantity and quality of new backlinks acquired. Use tools that assess backlink health, identifying opportunities and red flags, such as toxic links that could harm SEO performance.

Tip: Discuss the most influential new backlinks and strategies for future link-building initiatives. Offer insights into how these backlinks contribute to SEO rankings and overall domain authority.

7. Page Load Time

Page load times directly affect user experience and SEO rankings. Pages that load faster have a higher chance of securing and maintaining top positions in SERPs. Reporting on page speed improvements highlights the technical SEO efforts put into optimizing the site.

Tip: Identify pages with slow loading times and suggest technical optimizations such as image compression, browser caching, or code minification to enhance speed.

8. Mobile Traffic and Performance

With the majority of web browsing happening on mobile devices — and Google’s mobile-first indexing — providing statistics on mobile performance is non-negotiable.

Reporting on mobile traffic and engagement metrics highlights the importance of a responsive, mobile-friendly website design.

Tip: Compare mobile traffic and engagement rates to desktop, discussing the importance of optimizing for mobile to enhance user experience and support SEO.

9. Local Visibility

For clients targeting a local market, their visibility in local search results is crucial. Include metrics like search rankings in Google’s Local Pack, Local Finder, and Google Maps.

Tip: Analyze the client’s presence in local directories, the consistency of NAP (Name, Address, Phone Number) information across the web, and customer reviews. Offer strategies to enhance local SEO efforts, such as improving local citations or garnering more positive reviews.

10. Social Signals

Though their direct impact on SEO rankings is frequently debated, social signals (likes, shares, comments) can reflect brand visibility and content engagement on social media platforms.

They suggest how well content resonates with the audience and can indirectly affect web traffic and authority.

Tip: In the white label SEO report, show the content performance across social platforms and suggest content types or topics that have garnered significant engagement. Discuss how this insight could shape future content strategy to support SEO indirectly.

Crafting the Report for Impact

A well-crafted white label SEO report does more than just present data; it tells a story of your campaign’s journey. To do this, ensure your report is:

  • Branded: Adjust the report’s visual elements to align with your (or your client’s) branding guidelines.
  • Clear and Concise: Offer explanations for data that are easily digestible. Use graphs and charts for visual simplicity.
  • Action-oriented: Pair metrics with insights and recommendations. What do the numbers mean for future strategy?
  • Regularly Updated: Provide these reports consistently to track progress and adjust strategies promptly.

The White Label Advantage With Boostability

The art of crafting a white label SEO report effectively translates complex data into tangible insights for your clients. These reports, which are personalized to each client’s needs and goals, highlight your SEO expertise and deepen your client relationships.

They inspire action, demonstrate value, and reinforce your role as an SEO thought leader and trustworthy partner in your digital journey.

Integrating Boostability’s innovative white label SEO services brings a significant advantage to resellers globally. Collaborating closely with each business, we align our specialized technology for scalable, cost-effective SEO solutions. Contact us today for more information.


Ansley is the former Content Marketing Manager at Boostability. Since graduating from Utah State University with two degrees in Communication Studies and Journalism: Public Relations, Ansley specializes in creating engaging and informative SEO content for readers, customers, and partners through different marketing channels. Along with creating new content, Ansley works to keep content organized and creates and executes new content strategies. When she’s not writing, she loves to travel, visit National Parks, and loves all things Disney.