White label SEO reports: five options agencies actually evaluate

The renewal deck still says "monthly SEO report." Procurement asks whether the portal is yours or the vendor's. The account manager wants PageSpeed on the same PDF as rankings without opening a second tab. Three different questions, and most white-label SEO shortlists only answer the first one until someone tries to scale past twelve clients.

We have watched agencies run this evaluation twice a year: once when a reporting tool renewal lands, once when a performance retainer makes Core Web Vitals impossible to ignore. The five products below are the names that keep appearing in those conversations. None of them is a full answer to every agency workflow. Each one makes different trade-offs on brand depth, data sources, PageSpeed coverage, price shape, and lock-in.

What counts as a white-label SEO report?

White-label, in client-facing SEO work, means the deliverable carries your agency identity instead of the software vendor's. That can mean a branded PDF attached to an email, a live dashboard on a custom subdomain, or a client portal where the vendor's name never appears in the browser chrome.

The depth matters more than the logo swap. A Level 1 white label is cosmetic: your logo on a PDF that still mentions the data source in the footer. A Level 2 report removes vendor attribution from the export and lets you schedule sends from your domain. A Level 3 setup gives clients a portal on reports.youragency.com with your colours, your navigation, and no login screen that advertises another product.

SEO reports in this category usually pull from Google Search Console, Google Analytics 4, rank trackers, and sometimes ads or social connectors. Performance data arrives differently: PageSpeed Insights and Core Web Vitals appear in some products natively, in others only if you add a custom widget or paste lab scores by hand. If your retainers already promise speed work, check that lane before you sign a twelve-month reporting contract.

What agencies check before they shortlist reporting tools

Before comparing feature pages, we ask delivery leads to write five constraints on one slide. Those constraints predict whether a tool still works at twenty clients, not whether it demos well on a Tuesday.

Brand depth. PDF only, shared link, or full custom-domain portal? Clients notice when the report URL changes after you switch vendors.

Data sources. Does the product connect GSC and GA4 with OAuth, or does someone still export CSVs? Rank tracking built in, or imported from another subscription?

Core Web Vitals and PageSpeed. Native field or lab widgets, a thin PageSpeed score, or nothing unless you add a separate monitor?

Price shape. Per client, per dashboard, per report, or flat agency tier? The same headline price can mean $29 for five clients or $79 for one campaign dashboard.

Lock-in. Custom domains, scheduled sends, and saved templates are assets. If you leave, can you export history and rebuild templates elsewhere without re-keying every client connection?

Score candidates against those five lines, then ignore feature rows you will never turn on. A Tuesday demo with fake data tells you little about whether twenty OAuth connections still work after a public holiday deploy freeze.

Five white-label SEO reporting options at a glance

Swydo sits beside AgencyAnalytics in many shortlists: similar multi-channel reporting, strong on ads plus SEO, with white-label PDFs and client views. Nightwatch appeals when rank tracking and reporting ship in one SEO-native bundle rather than a general marketing dashboard. We mention them when an agency already lives in those ecosystems; the five rows above are the names we see most often when the question is specifically white-label SEO reports, not the whole SEO stack.

SE Ranking: white-label platform plus SEO toolkit

SE Ranking sells white label as part of an agency bundle, not as a separate PDF add-on. The Agency Success Kit adds a custom-domain client area, branded emails, and report scheduling on top of rank tracking, site audits, and competitor modules you may already use for delivery.

That combined model suits agencies that want clients to log into one branded space for rankings, audit issues, and monthly summaries. Site Audit covers performance-related checks, but it is still an audit cadence, not a continuous Core Web Vitals monitor with alert routing. If your performance retainer promises regression detection between audits, plan a second lane for scheduled lab or field monitoring. Price shape is closer to a platform subscription than per-report maths: for a ten-client shop that already pays for rank tracking elsewhere, the kit can feel duplicative, while a shop consolidating three tools into one client portal often finds the maths works.

AgencyAnalytics: the default multi-channel reporting layer

AgencyAnalytics is the name account managers cite when the client wants SEO, Google Ads, Meta, and email in one branded monthly pack. Integrations are the product: connect sources once, drag widgets into a template, clone across clients, schedule PDF or live link delivery.

White-label depth is strong: custom domain, client logins, and templates that survive staff turnover if someone owns the library. PageSpeed and Core Web Vitals can appear when you add the right widgets, but the product is not built around performance regression workflows. Teams that sell speed work alongside SEO often export a CWV scorecard from a monitor and paste it next to the AgencyAnalytics widgets, or they link out to a dedicated performance report.

Pricing scales with client campaigns. That is predictable for growing agencies, but watch dashboard and user limits on lower tiers. The lock-in risk is integration sprawl: leaving means reconnecting every client OAuth and rebuilding every template, which is manageable with a migration week, not a same-day export.

Semrush My Reports: research stack reporting after the AGK sunset

Semrush changed the agency packaging in 2025–2026. The Agency Growth Kit bundle, which bundled a client portal with lead tools, is discontinued. White-label reporting now lives in My Reports, sold per report: Base at about $10 per month per report, Pro at about $20 per month per report for full white label, custom domain, hourly scheduling, and broader integrations.

If you already pay Guru or Business for keyword research and site audits, My Reports Pro is a logical add-on for branded PDFs that pull Semrush audit data plus GSC and GA4. You are not buying a standalone portal product anymore; you are buying individually priced report slots. A fifteen-client roster with bespoke report layouts can stack costs faster than a flat reporting platform.

PageSpeed and Core Web Vitals show up through Site Audit metrics inside reports, not as a continuous monitoring story. Agencies that standardised on Semrush for research often pair it with AgencyAnalytics or DashThis for client-facing dashboards anyway. Semrush wins the research and audit narrative; something else usually wins the always-on client portal.

DashThis and Whatagraph-class dashboards: reporting without the SEO suite

DashThis, Whatagraph, and similar dashboard tools assume you already have data somewhere else. They excel at stitching GSC, GA4, ads platforms, and spreadsheets into a branded view with minimal engineering. White label means logo, colours, and client-facing links without building Looker Studio maintenance into every account lead's week.

The trade-off is category breadth versus SEO depth. These tools are excellent when reporting is the product and SEO is one row on a wider marketing scorecard. They are weaker when you need rank tracking, crawl issues, and backlink modules in the same subscription. PageSpeed coverage depends on which connectors you enable; many teams still treat CWV as a separate export from Search Console or a performance monitor.

Pricing is usually per dashboard or per client slot. A three-dashboard plan looks cheap until every client needs SEO, ads, and social as separate dashboards, so read the slot maths before you standardise templates.

Reportr: SEO-native PDFs with PageSpeed in the default bundle

Reportr optimises for speed of assembly: connect GSC, GA4, and PageSpeed, apply agency branding, generate a PDF in minutes. White label is included on paid tiers, which matters when lower tiers on other products still ship vendor logos.

The narrow focus is the benefit and the limit. Reportr is built for SEO reporting, not for replacing Semrush research or AgencyAnalytics ads widgets. Rank tracking is lighter than a dedicated rank platform; Nightwatch competes here when you want rankings plus reporting in one SEO-native subscription.

For agencies that only need a clean monthly SEO pack with PageSpeed on the same page as clicks and impressions, Reportr removes a lot of Friday-afternoon copy-paste. For agencies that promise continuous performance monitoring, alerts, and multi-URL history, a PDF generator is a complement, not the monitoring layer.

Where Core Web Vitals belong in a white-label SEO stack

SEO reporters answer "how did search perform?" Monitoring products answer "did the experience regress since we last shipped?" The client often wants both in one branded pack, but the data comes from different cadences.

Search Console's Core Web Vitals report shows field data where Google has enough traffic. PageSpeed Insights adds lab detail for a URL on demand. Neither replaces scheduled tests across a priority URL list, alert routing when Largest Contentful Paint crosses a budget, or a client-ready scorecard that matches what you put in the monthly SEO PDF.

That split is why we treat white-label SEO reports and white-label performance reports as related but not interchangeable. For the longer case on branded speed delivery and why agencies adopt it for retention, see White-Label Performance Reports: What They Are and Why Agencies Need Them. For the outline clients actually scan, see Client-Ready Core Web Vitals Report Outline.

Layer, do not replace. Keep the SEO reporter you shortlist here. Add monitoring when regressions cannot wait for the monthly PDF. Export or link the performance scorecard into the same client rhythm when the product allows custom pages or appendix PDFs.

How to pick without surprise lock-in

Run a two-week pilot on three clients before you migrate twenty. Reconnect GSC and GA4 with the client's admin account, not a personal login someone might revoke. Build one template, schedule one send, and ask the account manager whether the client could explain what changed last month without a call.

Write down what happens if you cancel: custom domain DNS, scheduled emails, and saved OAuth tokens. Export a sample PDF and a CSV of metrics you would need to recreate. If the only export is a screenshot, that is a lock-in signal.

Match price shape to roster growth. Per-report billing punishes bespoke layouts. Per-dashboard billing punishes multi-channel clients. Flat agency tiers punish very small shops unless you use every included module.

Finally, name owners. SEO reports need an account manager who reads them. Performance scorecards need a technical owner who acts on alerts. The best white-label setup in the category fails when nobody owns the verbs behind the branding.

FAQ

What is the difference between white-label SEO reports and white-label performance reports?

White-label SEO reports foreground search metrics: impressions, clicks, rankings, and technical audit findings from SEO tools. White-label performance reports foreground speed and stability: Core Web Vitals, lab versus field context, regressions, and fix ownership. Many agencies deliver both; they rarely come from the same product without compromise.

Do Semrush plans still include a white-label client portal?

The Agency Growth Kit portal is discontinued. Branded client reporting is available through My Reports Pro, billed per report, with PDF exports, share links, iframe embeds, and white-label email scheduling. Lead generation tools are a separate subscription. Check Semrush's current pricing page before you budget a full agency setup.

Can AgencyAnalytics or Reportr replace a Core Web Vitals monitor?

They can display PageSpeed or Search Console CWV widgets on a dashboard or PDF. They do not replace scheduled multi-URL monitoring, alert policies, or historical regression tracking across a portfolio. Treat them as reporting layers; add monitoring when clients pay for continuous coverage.

SE Ranking versus AgencyAnalytics for a ten-client SEO shop?

SE Ranking fits when you want rank tracking, audits, and a branded portal in one SEO platform. AgencyAnalytics fits when clients expect SEO plus ads and social in one template library, even if rank data comes from another tool. Compare total cost including rank tracking and connector limits, not headline monthly prices.

How often should agencies rebid reporting tools?

We revisit when client count doubles, when a vendor changes per-report pricing, or when a performance retainer exposes a gap the SEO PDF cannot fill. Annual renewal is a good default review point even if you stay put.

Can a spreadsheet template count as white-label SEO reporting?

Yes, for a while. Many agencies start with a Google Docs or Notion client report template fed by Search Console exports. That works at low client counts until OAuth reconnections, version drift, and Friday copy-paste dominate the week. A dedicated reporting product pays off when template maintenance exceeds the subscription and clients expect a branded portal or scheduled PDF, not a shared doc link.

Start with three clients, not a feature matrix

Shortlist against the five constraints on one slide, not against a vendor feature matrix copied into Notion. Pick the reporting lane that matches your client pack today. If speed work is on the SOW, open the performance outline and decide whether PageSpeed belongs as a widget, an appendix, or a monitored URL list with its own branded export.

If you are standardising reporting this quarter, start with three clients, one template, and an honest answer about where Core Web Vitals live. The logo is the easy part; the operating model, with named owners for SEO packs and performance scorecards, is what clients renew.

References

• SE Ranking White Label SEO (SE Ranking)
• Reportr White Label SEO Reports (Reportr)
• AgencyAnalytics (AgencyAnalytics)
• Semrush My Reports Suite (Semrush)
• Semrush Agency Growth Kit sunsetting (Semrush)
• DashThis (DashThis)
• Whatagraph (Whatagraph)
• White-Label Performance Reports: What They Are and Why Agencies Need Them (Apogee Watcher)
• Client-Ready Core Web Vitals Report Outline (Apogee Watcher)