SEO agencies have a wide range of tools and software to choose from for all of their projects. While reporting is inevitable, especially for SEO, it can be daunting and time consuming. We tested out three different white label reporting tools (ranging from widely used to newer tools) and listed the pros and cons for each to help make your decision at least a smidge easier!

What’s included in this article:


What Is White Label Reporting?

Similar to white label SEO, white label reporting is when a company uses a third-party agency or tool to create reports for their clients and brands it as their own. It’s a common practice among agencies to use these third-party tools because it can make generating reports simpler and faster, and makes it easier to convey necessary data to clients. and how the data is conveyed to clients. In this article, we are going to specifically talk about 3 white label SEO reporting tools and give you our honest review.

Why Do Agencies Make White Label SEO Reports?

Reporting is a necessary part of managing SEO campaigns and client relationships. How else does one show the value of SEO and track the success of the campaign? While some agencies choose to take this task in-house, here are some of the main reasons why others choose to generate white label SEO reports:

  • Pre-built templates and integration capabilities can save SEO professionals a lot of valuable time that they can then allocate elsewhere.
  • Most agencies don’t have the resources or time to create a proprietary reporting software or tool in-house.
  • Allows for data and metrics to be represented in a professional and visually appealing manner that helps clients engage and understand the campaign results better.
  • Customizing reports based on your client’s branding adds a special touch to your services and also allows your clients to distribute it throughout their company. If you can help alleviate your point-of-contacts’ (POCs) workload and responsibility, it’s another way to prove your value and develop a beneficial partnership.

White Label SEO Reports Review: SE Ranking vs Swydo vs DashThis

We tested out three different tools that can generate white label SEO reports to figure out what the pros and cons are to each of them. Here’s our honest review:

SE Ranking



Price: SE Ranking provides a range of subscription models ranging from a minimum of $39 / month with 250 tracked keywords to the maximum of $189 a month with 2,500 tracked keywords.*

14 day free trial (does not require a credit card to be added as a placeholder)

*They are offering discounts for extended subscriptions that can save you money, but the month-to-month option is a nice feature for those looking for flexibility.


  1. Easy Setup Process: SE Ranking makes the setup process really simple due to their user-friendly interface and guided process for what else is needed to complete the project setup.
  2. Customization: Another benefit to SE Ranking is that the reports and deliverables can be personalized to match your branding and logos, or that of your clients if you prefer to personalize reports with their branding guidelines instead of your own. It’s really simple when reporting, it will be the first option for you to address when creating a report.Tip: When uploading a logo into your white label marketing report, you will need to select the logo again after it’s been uploaded to complete the process (see below).upload an image
  3. Template Library: Time saving features are especially valuable for SEO’s. So, we love it when there’s a library of professional and visually appealing reporting templates that we can then just plug-and-play our data into. SE Ranking allows you to choose a template that fits your reporting style and data best from their curated list of already made reports. Here are some of those templates:template library
  4. Drag-and-Drop Interface: An especially helpful feature for reporting newbies, SE Ranking’s white label SEO reports are built using a drag-and-drop interface. You can drop in your own custom data section or a predefined option, like a text box or graph, and tailor it to fit your needs. This tool makes it easy to add your own images, text, and links to the report in a professional-looking manner.
  5. Value Add-Ons: SE Rankings is not just a white label SEO reporting tool, it can also deliver on various other aspects of SEO like keyword rankings, competitor analysis, and backlink monitoring. So if you’re looking for a tool that can deliver on more than one function, this is one to consider especially if you can bundle and save.


In some of the predefined data points of the selected template, we didn’t find all of the data components helpful. And unfortunately we couldn’t remove the ones that were not helpful for our campaigns without removing the entire thing. So either you make it work or don’t use it all. If you run into that, you might want to just create your own custom section that you can find in the bottom left-hand corner of the report. If you’re new to creating reports, this comes with a learning curve and you will have to dedicate some time to this that you otherwise weren’t planning on.


An example of a Boostability report in Swydo
An example of a Boostability report in Swydo



Price: At minimum, it’s $39 a month for 10 data sources, but you can get a custom tailored quote if you need 2,000+ data sources for your reports. See how their pricing model changes depending on the number of data sources.

Swydo provides a 14 day free trial (you do not need to provide credit card information as a condition)


  1. Seamless Interface: Swydo is an excellent reporting tool for all experience levels. The interface is easy to use making it a solid option for reporting novices, but its capabilities are advanced enough that more experienced SEO professionals can create customized reports in. Sharing options are standard and comparable to the rest of the tools (PDF, email, or shareable link).
  2. Integration Options: A major advantage to white label SEO reporting tools is when they provide a wide array of integration options and Swydo delivers on this. For our target audience, high level data and visual representations of it are what they find value in. Something that makes it easy for them to understand the success of their campaign. However, there are more technical integrations outside of Google’s Suite of products that you can connect to to further enhance your report.
  3. Visually Appealing: As mentioned above, a visually appealing report is exactly what our clients find value in. But it’s something that everyone can appreciate regardless of their knowledge level on SEO reports. Swydo allows users to add in widgets and KPIs in addition to their own tables and images. And we really like this because the widgets are interactive so you can see specific data points pulling directly from your data source if you hover over the widget itself. In addition to this, the KPIs are designed in a way where the data is easy to digest and it’s presented in a professional manner on the report.MoM Organic Traffic
  4. Easily Create Reports: Adding widgets and KPIs into a report may sound intimidating, but Swydo makes it really easy to set this up for your client’s reports. This is where you will need some familiarity with how data tracking platforms, like Google Analytics, present their data and the naming conventions they use because Swydo mimics them. Once you know what you’re looking for, all you need to do is specify your filters* (if any) and it will plug into the report seamlessly.

    *Filters can include traffic or channel specifics (Direct, Organic, Email, etc.) or specific date ranges outside of what the report is set to.

    insert a widget Google Analytics

  5. White Label Customization: Last but not least, Swydo has a white label feature that allows you to switch out logos and template branding to match that of your own agency or your clients. Switching out logos is really simple, but changing out template colors to match the desired branding guidelines may take a bit more time.white label customization


  1. Unless you’re familiar with various KPIs and understand how to report on them, it may be difficult for people who are new to SEO and reporting to understand what these will populate like in the report when adding in widgets and KPIs. Therefore, it will be trial and error until you gain a better understanding of those metrics.
  2. Building off the point above, this trial and error test process can be time consuming. The silver lining to this is that it’s very easy to implement and remove the data sections that don’t apply to your report or work out as expected.
  3. If you’re downloading a PDF report, the formatting can be a bit wonky so make sure to test out how your report looks by incorporating ‘page breaks’ into your report and downloading PDF versions of it as you progress to see where pages or data elements are cut off.
  4. Pricing is determined by the number of data sources instead of client headcount. Data sources are things like Google Analytics, Google Ads, Google Search Console, etc. This can quickly add up so it might not be the best solution for those with limited budgets.





Price: Ranging from $39 / mo. for 3 dashboards and $599 / mo. for 100 dashboards (enterprise accounts)

15 day free trial (does not require any card information to be documented)


  1. User-Friendly Dashboard: While DashThis isn’t your traditional reporting tool (it’s more of a reporting dashboard), it’s one of the best we’ve seen and used. The visuals are really appealing, creating the dashboard is seamless, and there are vast KPI / metric options that can be added into the dashboard so you can track the most important metrics for your client’s campaign.

    Boostability SEO campaign
    This is an example of a PDF report
  2. Diverse Integrations: Integration capabilities are comparable with the other tools listed above. DashThis makes it easy to integrate your data tracking, task management, social media, and many other platforms that are necessary to your campaign.
  3. Easy To Use: The interface is really user-friendly and easy to navigate. The setup process is seamless and easy to follow along with so you don’t get lost. The left-hand navigation sidebar makes it easy to toggle between reports and pages that you need to access.
  4. Reporting Widgets: One of our favorite parts of this white label SEO reporting dashboard is the wide array of widgets and metrics that can be added into the dashboard report. There are three widget options to choose from: preset, custom, or static. As an SEO professional, you’re already limited on time and must use it wisely. So we recommend using the Preset Widget options because they have already accounted for the most important and widely used KPIs for SEO. Thus, saving you a great deal of time you can spend elsewhere. You just need to make sure your data tracking platforms, like Google Analytics and Google Search Console, are connected.preset widgets
  5. CSV Uploading: If you aren’t finding an integration capability for a preferred platform, there’s a silver lining and it’s their CSV Uploading feature. While not as great as a preset integration, this feature allows you to import your own data so you can still report and account for it in your client’s dashboard report.
  6. Report Sharing: Last but not least, DashThis has the same report sharing options as do the other tools. There isn’t really anything extraordinary to report on regarding this feature besides that your options include PDF downloads, emails, and a shareable link. With email sharing, you can set a schedule (send once, daily, weekly, monthly, or quarterly). If you like to automate as many things as you possibly can, this can be a helpful feature so you know a report will be scheduled to email out to your clients on the dates specified.


After using the tool for a couple of weeks, we really didn’t have many negative items to speak to. The most common point of feedback others have left for DashThis is the limited integration options, but since we have been testing it out, it seems as though they have addressed this and expanded their integration options. We were able to integrate our most used and important accounts to the tool, and did not run into issues.

Depending on the size of your agency and client count, this can be a con: the white label option is only available to those with 10 or more campaigns. So it may not be ideal for smaller agencies with fewer than 10 SEO clients because that specific feature won’t be available to you.


6 Things You Should Look for in a White Label SEO Reporting Tool

1. Ease-of-Use

Ultimately, the goal of using a third-party tool or software is to help you do your job more effectively and efficiently. If it’s not easy to use and ends up requiring more of your time, then what’s the point? Take advantage of free trials and test it out for yourself before you make your decision.

2. Visual Charts and Graphs

As an SEO, you’re sifting through vast amounts of data on a daily basis. It’s part of the job and it’s how you can see whether your strategy is working as expected or if you need to pivot. But for your clients, they probably only need to see high level data and visual charts or graphs. Of course, this depends on your client’s level of understanding, the goal of the SEO campaign, and what metrics they find valuable in proving the ROI of SEO.

White label SEO reports should make it easy for you to visually represent the data and status of the campaign. This is especially important for user experience and conveying vital information to your clients in a manner they will comprehend and engage with. Ask yourself the following questions:

  • Can you create or add charts and tables in the report?
  • Can you upload images into the report?
  • Can you add widgets and KPIs in a visually appealing way?
  • Are there any interactive widgets or visuals that can be added to the report instead of a static image?

3. Presentation

One of the cons to white labeling is having to relinquish control over every aspect. And this can include the visual presentation or layout of a report. The good news is that most white label reporting tools provide extensive customization options allowing you to regain some of that control and to make the report exactly how you want it. If you’re not so nit-picky, choose a pre-built template from their library that you can then drag-and-drop your data points into. Ultimately, the presentation must be professional, clean, and easy to digest. If the final draft of your report is messy or cut-off, it’s not worth the investment.

4. Integration Capabilities

Much of the appeal (and need) for white label SEO reports is being able to integrate various data sources into one central spot so you can analyze and report on the data more effectively and efficiently. Most tools can integrate to the top platforms: Google Analytics, Google Search Console, and Google Ads. Some tools will even integrate to popular software like Ahrefs, SEMRush, and BrightLocal.

5. Report Capacity

Is there a limit as to how many reports you can create? Is there a limit as to how many people can be using the tool at the same time? These are questions agencies should be asking because it can be problematic if so. Agencies have numerous clients at any given time that need reports created for them and a team of SEO professionals that need to access the tool to create those reports. And often at the same time, usually at the beginning of the month.

6. Price

Finding a tool that fits within your budget and is worth the price is essential. Before you reach this step, you should determine what’s a sustainable budget for your department. And once the other important criteria have been addressed (see above), review whether it’s a worthwhile investment. With all the different SEO tools and software available, this can quickly become expensive and unsustainable, especially for agencies with limited resources. So this is why it’s necessary to establish realistic expectations and understand that the right tool for you may not check every box.

Go Beyond Reporting Tools

White label reporting has become a norm in the world of SEO, especially for agencies that are managing numerous clients at a given moment. It’s important to be methodical when deciding which tool is best for your agency’s needs and to take advantage of those free trials so you can experience it first-hand before making a commitment.

White labeling expands beyond reporting and other specific functions of SEO. If you’re an agency that’s looking to scale your SEO business or need help staying on top of fulfillment, a white label SEO partnership may be the right solution for. At Boostability, we’re a global leader in white label SEO and have helped countless small to medium-sized agencies grow their SEO departments and deliver quality results for their clients. And we have proprietary in-house reporting software. Your clients will receive both a results-driven SEO strategy and detailed reports giving them insight into the success of their campaigns and project management details.

Learn more about what white label SEO services are and how we take this approach for our partners!

Additional Helpful Resources:



Maja is the SEO Manager for the marketing team at Boostability. After graduating from the University of Utah with a degree in Marketing, her focus has been on expanding her knowledge and skill set in SEO. Prior to joining the corporate marketing team at Boostability, Maja gained experience working at several digital marketing agencies in Salt Lake City, focusing on SEO strategy development and fulfillment, as well as client account management. Working closely with clients ranging from small businesses to enterprise organizations, she has managed and executed SEO strategies for over 20 different company websites. Outside of work, Maja loves to go on hikes with her husband and dog, play volleyball, bake and cook, and try new restaurants throughout the city (she considers herself a fry-connoisseur).