What to Look for in SEO Reporting Tools

With so many SEO reporting tools out there, how can you be sure you’re choosing the right software for your agency?

Here are are 13 essential requirements of SEO reporting tools.

1. Accurate & Current Regional Data

SEO reporting is all about data, so it’s important that the software have access to accurate and current data localized to your client’s targeted region.

Search data from the U.S. is meaningless if your client is trying to rank for London plumbing services, so localization matters.

Data must be updated reliably so you can make informed decisions about where your client stands against the competition.

2. Integration with Third-Party Tools

Especially for full-scale digital marketing campaigns, the ability to report on all KPIs in one place is essential.

The more available integrations with third-party tools (e.g., Google Analytics, Google My Business, Majestic), the better.

Some tools even allow you to upload custom data sets.

3. Scalability

You don’t want to have to retrain on or reinvest in new software every time your agency reaches a new tier.

The right SEO reporting tool should work just as well whether you have one client or 200.

4. Strong Suite of Features

A great SEO reporting tool should include:

  • Position tracking.
  • Backlink monitoring.
  • Competitor data.
  • Analytics.

It is a bonus if the tool has reporting features for social media, email marketing, call tracking, and/or paid ads to make it a full-suite digital marketing software.

5. Continually Improving & Updating Features

SEO is constantly evolving. So should SEO reporting tools.

As we continue the transition from website optimization to web presence optimization, the ability of reporting tools to integrate new features is essential.

6. Ability to Customize Reports

Each client will have different KPIs, objectives, and priorities.

Reflecting this in reporting is paramount to client retention.

Your reporting software of choice should be able to emphasize the right data at the right times.

7. Client Integration

A good SEO reporting tool must have the client in mind.

It should have a simple bird’s eye overview of the basics, but also be easy for clients to dig into the data at a deeper level.

This can mean automated summary reports or 24/7 client access to the dashboard.

8. Ability to White Label Reports

While white-labeling is not essential (no client will sniff at receiving a report with a Google logo in the top corner), it helps keep branding consistent and gives a professional sheen to everything you send a client’s way.

9. Access to Support Resources

When you encounter a roadblock, quality support resources can help you find a detour.

Whether it’s detailed support documentation, a chat feature/support desk, or responsive customer support on social media, finding the help you need to solve the issue is important.

10. Cost-to-Value Ratio

With a proper process, time investment, and leveraging support resources, it is entirely possible to get better results out of a free reporting tool than one that breaks the bank.

No matter what, though, you want to keep costs reasonable.

The last thing you want is reporting software that causes hesitation in expanding your staff or client base due to the associated cost.

11. Ability to Export Reports

Even if clients are given unrestricted access to the dashboard, you want to report that is even more accessible.

The ability to export all data via PDF, CSV, XLS, or email is important.

12. Automation

With the ability to automatically send reports on a recurring basis, you can save time and money and dedicate those resources elsewhere.

13. Ease of Use

There is value in intermediate and advanced reporting tools that might take longer to learn but facilitate more complex analysis.

In general, however, the ability to quickly get new users up to speed is important, whether they are clients or staff.



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