As an experienced SEO expert, I have used many tools to prepare SEO reporting, and the right SEO reporting tools are essential if you want to track your SEO results and improve your strategy.
Whether you're working on your own or managing SEO for an agency, having real-time data like traffic, users, and other metrics helps you make smarter decisions and improve the performance of the SEO campaign.
Without the right SEO reporting tools, you cannot track what's working and what's not, which can waste both time and effort. Also, complex data can lead to incorrect decisions, ultimately affecting SEO performance.
In this blog post, I'll guide you through the top 11 SEO reporting tools. I've included free tools and paid options that are helpful for SEO. Whether you want to save money or perform basic to advanced SEO reporting on your website data, you'll find the best tools here.
Best SEO reporting software
I’ve noticed that many users think free SEO reporting software is always more effective than paid tools. This is far from the truth. While some free SEO reporting tools can help you boost your SEO strategy, paid tools will always provide more beneficial features.
However, that doesn’t mean free tools are all bad. Many SEO tools often come with additional paid tools. Thus, you can use the free version to check for features and upgrade to a paid plan. Nevertheless, let’s look at some common free and paid SEO reporting tools.
1. Google Search Console [Free]
Google Search Console is a tool I always use for every SEO project when I start search engine optimization. It's a free tool provided by Google that helps you understand how your website performs in search results.
While Google Analytics is a go-to for tracking visitor behaviour and conversions, tools like Rankability provide additional AI-powered insights for creating SEO-optimized content, making it easier to improve your rankings on search engines. Combining these tools can significantly enhance your overall SEO strategy.
Search Console gives you a direct view of how Google sees your site. You can see how the website performs on Google with impressions, clicks, average position, etc.
Google Search Console
When managing any website, GSC will help you check which keywords and pages get the most traffic. It also helps you identify technical issues that might prevent your pages from indexing properly.
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You can monitor which keywords your site ranks for and track click-through rates (CTR) and impressions. Google Search Console provides insights into your site’s indexing status, letting you know which pages are being crawled and which aren’t.
Google Search Console pricing structure
1. Free: $0
You can submit XML sitemaps directly to Google for better indexing. This is one of the most beneficial features for experienced SEO and content marketers.
Why choose Google Search Console?
Google Search Console is an essential tool for website owners because it provides valuable insights into your website's performance in Google Search results. It can track your website's search traffic, clicks, impressions, and average position to understand how it's performing in Google Search.
In addition, it alerts you to any mobile usability issues, security problems, or manual penalties from Google. This way, you can prevent your content or website from getting poor SERP rankings due to some fault.
2. Screaming Frog [Paid]
Screaming Frog is hands down one of the best tools I’ve used for crawling and analyzing websites from a technical SEO angle. It’s my go-to whenever I need to quickly spot issues like broken links, duplicate content, or missing metadata.
What stands out about Screaming Frog is how it catches things like 404 errors, redirect chains, and pages that shouldn’t be indexed. These small issues can make a huge difference in your search rankings, and fixing them is a must.
Screaming Frog
I love that Screaming Frog runs straight from your computer, so you don’t need to rely on an internet-based service. It scans your entire website structure and gives you detailed info about everything from metadata to on-page SEO.
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Another thing that makes Screaming Frog super valuable is how easily it integrates with other tools I use daily, like Google Analytics, Search Console, and PageSpeed Insights. Having all that data in one place really helps when I’m putting together SEO report templates or planning to improve a site’s performance.
Screaming Frog pricing structure
1. Free: $0
2. Paid: $259/year
Screaming Frog also has some cool advanced features. For instance, it lets you extract custom data using XPath, which has been a game-changer for e-commerce sites I’ve worked on.
Why choose Screaming Frog?
What I love about Screaming Frog is how it simplifies the reporting process of identifying SEO problems across large websites. I’ve used it to scan entire sites in minutes, flagging issues that would’ve taken hours to find manually.
And when it comes to visualizing site architecture, Screaming Frog makes it easy to see how everything is linked. I often use it to create XML sitemaps too, making sure search engines can crawl the site efficiently.
3. Google Analytics [Free]
Used by more than 28 million websites, Google Analytics is one of the best SEO reporting tools. If you want to know about your audience and improve your site's performance, Google Analytics is a must for SEOs.
It doesn’t just tell you how many visitors you’re getting, but it goes deeper and shows you exactly what users are doing once they land on your site.u
Google Analytics
I’ve personally depended on Google Analytics to analyze how visitors interact with different pages and to determine what’s driving conversions.
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You can also understand how long users stay on your site or from which pages they exit; this tool gives you all the data you need to improve your SEO strategy.
Google Analytics pricing structure
1. Free: $0
You can track user demographics, location, and devices to improve your SEO efforts and reach the right audience.
Why choose Google Analytics?
For me, the ability to set up custom goals and track specific actions (like form submissions or product purchases) is invaluable. It helps you measure what matters most to your business and directly ties your SEO efforts to revenue or leads.
This SEO reporting tool also tracks user behavior SEO metrics like bounce rate, session duration, and pages per session, giving you clear insights into which areas of your site need improvement.
4. SEMRush [Paid]
SEMRush stands out as the most comprehensive SEO tool I’ve used. It’s not just about keyword research; it excels in competitor analysis, tracking rankings, and managing your overall SEO strategy.
One of the key features I appreciate is its in-depth keyword research and tracking capabilities. This allows me to discover popular keywords and long-tail phrases that can bring targeted traffic to my clients' sites.
SEMRush
The competitor analysis feature is incredibly valuable. With SEMRush, I can easily see which keywords my competitors rank for and where they’re getting their backlinks, providing insights that help me refine our strategy.
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I also rely on SEMRush to track rankings across different search engines and geographical locations. This level of detail ensures I understand how my SEO efforts are performing globally and locally, helping to adjust strategies based on accurate data.
Semrush pricing structure
1. Pro: $139.95/month
2. Guru: $249.95/month
3. Business: $499.95/month
Another essential feature is its ability to perform thorough site audits. These SEO audits help identify technical SEO issues, such as broken links or missing metadata, enabling quick fixes that can significantly enhance site performance.
Why choose SEMRush?
SEMRush is my go-to tool for a complete SEO analysis of my site. I’ve found its site audit and keyword tracking tool invaluable. It goes beyond gathering data and gives us actionable insights that improve search rankings. It is best for detailed competitor research.
Lastly, SEMRush offers a content analyzer that helps improve the SEO performance of existing content. Providing recommendations based on the latest trends ensures that my content remains relevant and competitive.
5. Google Looker Studio [Free]
Google Looker Studio is a tool I've personally used many times, especially when I need to put together visual reports that are easy to understand. It’s beneficial when working with SEO data from tools like Google Analytics and Search Console.
I like using it for client reporting or internal team meetings because it lets me show up-to-date data cleanly and organized. For anyone handling multiple websites or managing clients, it’s a huge time-saver since you can automate the report generation process.
Google Looker Studio
It connects smoothly to data sources like Google Analytics, Google Ads, and even third-party platforms. Therefore, you can pull in all the data you need. You don’t need to search here and there.
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The drag-and-drop interface makes designing professional-looking custom reports and simple SEO dashboards without requiring advanced design skills. This single feature makes Google Looker Studio much more user-friendly.
Google Looker Studio pricing structure
1. Free: $0
You can set reports to automatically update with live data, so you're always working with the latest information without needing to refresh manually. However, you need to turn on this feature manually from the settings.
Why choose Google Looker Studio?
I like how you can pull multiple data sources into a single report. For example, I often combine data from Google Analytics, Search Console, and sometimes even social media metrics into one dashboard. This gives me a full view of how a website performs from different angles, which is handy when making decisions or presenting to clients.
Its advanced visualizations—charts, graphs, and tables—turn complex data into something anyone can understand quickly.
6. Ahrefs [Paid]
Ahrefs is another powerful SEO tool that I’ve relied on heavily, particularly for backlink analysis. Its extensive database makes it ideal for monitoring both your backlinks and those of your competitors, giving you a competitive edge.
One of Ahrefs's standout features is its comprehensive backlink analysis. With one of the largest backlink databases available, I can easily track which sites link to my clients’ content and uncover potential link-building opportunities.
Ahrefs
Beyond backlink analysis, Ahrefs also excels in tracking keyword rankings. I appreciate how it provides detailed insights into my rankings and offers actionable suggestions on improving them, making it a valuable resource for refining my SEO strategy.
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Site audits are another critical feature of Ahrefs that I find incredibly useful. The tool quickly identifies technical issues, such as broken links or missing tags, allowing me to address these problems swiftly and enhance overall site performance.
Ahrefs pricing structure
1. Lite: $129/month
2. Standard: $249/month
3. Advanced: $449/month
4. Enterprise: $14,490/year
Additionally, Ahrefs includes a content explorer that helps me discover top-performing content within any niche. This feature is invaluable for identifying content gaps and potential opportunities, enabling me to create engaging content that attracts more traffic.
Why choose Ahrefs?
Ahrefs is an expert at investigating backlink profiles. I’ve used it to reverse-engineer competitor strategies by analyzing their backlinks, top-performing blogs, and keywords, giving me a major edge in my SEO work.
However, the backlink analysis feature of PageSpeed Insights is less effective than other available market options. So, if you're looking for a reliable option, I suggest considering other alternatives.
7. PageSpeed Insights [Free]
PageSpeed Insights is one of the tools I depend on when working to improve site speed, which is important for SEO.
Since faster-loading pages lead to better user experiences and higher search rankings, I regularly use this tool to check how websites perform on mobile and desktop.
PageSpeed Insights
It’s not just about identifying issues. It gives you clear, actionable recommendations on what needs fixing, whether it’s optimizing images or reducing server response time.
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This SEO reporting tool provides separate performance reports for mobile and desktop, which is helpful because user experience can vary significantly between the two.
PageSpeed Insights pricing structure
1. Free: $0
This means that you won’t face any problems regardless of what device you’re using. Whether you have a desktop or a mobile, you will always receive the latest insights.
Why choose PageSpeed Insights?
PageSpeed Insights stands out for me because it focuses on Core Web Vitals. These metrics, like Largest Contentful Paint (LCP), First Input Delay (FID), and Cumulative Layout Shift (CLS), have a direct impact on both user experience and SEO rankings.
It gives you a Core Web Vitals score. Remember that this is one of Google's most important and effective ranking factors. These scores cover important metrics related to user experience.
8. Moz [Paid]
Moz has established itself as a well-known SEO toolkit for tracking local SEO and assessing domain authority. As an SEO expert, I’ve turned to Moz Pro for its user-friendly interface and effective features that help businesses enhance their search visibility.
One of the key strengths of Moz is its detailed keyword tracking and research capabilities. The tool allows me to monitor keyword performance over time.
Moz
Therefore, you can adjust strategies and focus on terms that drive the most traffic more easily. I appreciate how it provides insights that guide my content creation and optimization efforts.
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Moz also shines in its site audit features, which are essential for identifying and fixing technical SEO issues. The tool quickly highlights areas needing improvement, such as broken links or missing meta descriptions, ensuring that I can keep client websites in top shape.
Moz pricing structure
1. Starter: $49/ month
2. Standard: $99/ month
3. Medium: $179/ month
4. Large: $299/ month
On-page optimization is another valuable aspect of Moz. It offers suggestions tailored to specific pages, allowing me to optimize content effectively. This guidance helps ensure that each page is fully equipped to rank well in search results, boosting overall visibility.
Why choose Moz?
What I appreciate most about Moz is its focus on simplifying SEO. The Domain Authority (DA) metric, which Moz pioneered, has been a handy guide for me in understanding site strength. It’s particularly useful for those focusing on local SEO, and tracking website authority.
Additionally, Moz excels in tracking link-building efforts and domain authority metrics. I can easily monitor how my link-building strategies are performing, which is crucial for improving a site’s authority over time. Understanding these metrics empowers me to make informed decisions about future SEO campaigns.
9. Google Trends [Free]
Google Trends is a tool I frequently use when doing keyword research. It shows you how often a search term is entered into Google relative to the total search volume over time.
I’ve found it particularly useful for showing trends in different industries or tracking the seasonality of keywords. It’s great for getting a sense of what’s popular right now and for identifying trending topics that might not yet be saturated with content.
Google Trends
Google Trends displays search term popularity over time. This is one of the most eye-catching benefits of using Google Trends. This way, you can identify long-term trends and seasonal spikes.
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Moreover, you can compare multiple keywords and see which is more relevant to your strategy. As you will have comprehensive keyword information, you can know which keywords to include and which to avoid.
Google Trends pricing structure
1. Free: $0
Even though this SEO reporting tool provides geographic data, I don't find it too helpful. Yes, you can know where certain terms are searched most often. However, its effectiveness is less compared to other tools.
Why choose Google Trends?
The most unique feature for me is the real-time data on trending searches. When a topic is hot, you can quickly create content around it. It’s a great way to get ahead of the curve and stay relevant in your niche.
Last but not least, you will get insights into related queries and rising trends to help you find new keyword opportunities. If you're facing problems finding new keywords, this feature will undoubtedly prove beneficial.
10. Ubersuggest [Paid]
Ubersuggest is a budget-friendly tool for those who want access to powerful SEO data. Neil Patel developed this tool; it’s simple and provides valuable keyword research, competitor analysis, and site audits.
It is really useful for smaller websites that can’t pay high prices or don’t require in-depth SEO reporting or analysis. I’ve found Ubersuggest really useful for keyword research. It gives you solid keyword suggestions and search volume data, making it easier to find the right terms to target.
Ubersuggest
When it comes to competitor analysis, this tool does a good job. It shows where your competitors get their backlinks and which keywords they rank for, offering helpful insights.
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The site audit feature is basic but effective for catching technical SEO issues. It’s perfect for smaller websites that don’t need in-depth reporting but still want to keep things running smoothly.
Ubersuggest pricing structure
1. Individual: $12/month or lifetime at $120
2. Business: $20/month or lifetime at $200
3. Enterprise: $40/month or lifetime at $400
One of the standout features is the content ideas tool. It pulls top-performing content from your niche, giving you inspiration for new posts that can drive traffic.
Why choose Ubersuggest?
As per my experience, Ubersuggest is a fantastic budget-friendly option for SEO work. It will not give the depth of data that tools like SEMRush or Ahrefs offer, but it’s more than enough for smaller sites that need basic SEO insights.
However, Ubersuggest's monthly plan may prove expensive for many small businesses. You can choose the lifetime plan, but remember that Ubersuggest isn't that scalable. So, decide wisely.
11. KWFinder [Paid]
KWFinder is a tool designed with a clear focus on keyword research, which has made it one of my go-to resources when I need to dive into long-tail keyword opportunities.
This tool is incredibly valuable for finding keywords that have lower competition, making it easier for your content to rank and drive organic traffic. The user-friendly interface helps you find potential keywords without feeling overwhelmed by data.
KWFinder
One of the standout features is how KWFinder allows you to assess keyword difficulty. This feature is particularly useful when strategizing SEO efforts, as it gives you a sense of how challenging it will be to rank for specific terms.
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For businesses targeting specific regions, KWFinder's local keyword research is a game changer. This tool allows you to fine-tune your optimization efforts for specific areas, ensuring that you're reaching the right audience with relevant search terms.
KWFinder pricing structure
1. Basic: $49/month
2. Premium: $69/month
3. Agency: $129/month
Another great feature is the SERP analysis, which gives you a clear picture of which sites are currently ranking for the keywords you’re focusing on. This helps you gauge your competition and refine your content to ensure it has the potential to perform well in search results.
Why choose KWFinder?
What I like most about KWFinder is its simplicity. It’s perfect for anyone focused on keyword research and doesn’t need the bells and whistles of a broader SEO suite. I’ve used it to discover keyword opportunities for niche websites, consistently delivering valuable insights.
Tracking keyword performance over time is another significant benefit. Seeing how your keywords rank allows you to make informed decisions and adjust your SEO strategy. This feature provides a consistent view of progress and helps identify areas needing more attention.
Ready to use the best SEO Reporting Tools?
These tools are enough for anyone who wants to boost their SEO strategy and increase their website's traffic. Almost half of your SEO reporting work will be completed using the above free SEO reporting tools, but due to the rest of the things, you have to take any of the paid tools that match your requirements and your budget.
Using the right combination of SEO reporting tools, you can enhance your SEO strategy, monitor your progress, and drive better results for your clients or business.
I hope you found this blog informative. Do you have any other questions regarding SEO reporting tools? Make sure you let me know in the comments below.
