A white-label SEO dashboard is a client-facing reporting portal that shows a client’s rankings, organic traffic, and leads under your agency’s branding and web address. The software company behind it stays hidden.
It pulls data from tools like Google Search Console and GA4, updates on its own, and lets clients log in whenever they want.
For an agency owner, the dashboard matters for one reason. It’s the only part of your SEO service most clients ever see, so it has to look like yours.
Quick answer: which white-label SEO dashboard fits your agency?
- Multi-channel agency, 5 to 30 clients: AgencyAnalytics. Per-client pricing, full white-label on its single plan.
- Reporting only, tools already paid for: DashThis or Swydo. Both include white-label on every plan.
- Want SEO tools and reports in one place: SE Ranking with the Agency Pack, or WebCEO for a portal on your own domain.
- Already deep in Semrush: Semrush My Reports, using Pro reports for branding.
- Local business clients: BrightLocal.
- Clients mostly want ranking updates: Nightwatch.
- Tight budget, few clients, time to spare: Data Studio (formerly Looker Studio). Free, but not truly white-label.
What a white-label SEO dashboard shows your client
A good dashboard answers one question for the client: is this SEO spend working? Everything on the screen should serve that answer. Most platforms can display:
Your client should never see who does the SEO
A branded dashboard only hides the tool. We hide the team too. Gramup delivers SEO under your agency's name, with monthly reporting on rankings, traffic and leads that you can send to clients as your own. Two agency partners have trusted us this way for more than three years, with zero white-label breaches.
- Keyword rankings, usually from a rank tracker you connect or buy as an add-on
- Organic traffic and engagement, pulled from GA4
- Search impressions and clicks, pulled from Google Search Console
- Conversions and leads from organic visitors, which is the metric clients care about most
- Backlink growth and technical site health from your SEO tool
- AI search visibility, a newer metric some platforms now sell as an add-on
The “white-label” part covers what the client doesn’t see. The vendor’s logo and web address never appear, even in the emails that deliver the report. Done properly, the client believes your team built the whole thing.
The 7 places your vendor’s name can leak through
Here’s the gap most comparison posts skip. “White-label” rarely means one switch you flip. It’s a set of separate settings, and plans often include some of them but not all.
If your client can never find out who does the work, check every one of these before you sign up:
- The dashboard URL. Without a custom domain, the link your client opens sits on the vendor’s website. Look for a subdomain setup like
reports.youragency.com. - The sender address. Scheduled reports that arrive from a vendor’s email address give the game away in the inbox preview.
- The login page and password reset emails. Clients rarely see these until they forget a password. Then they see whatever branding the vendor left on them.
- The PDF file name and metadata. A branded cover means little if the file is called
vendorname-report-0925.pdf. One rank tracking vendor recommends asking about PDF metadata directly before you buy. - “Powered by” footers. Some entry plans remove the logo from the header but keep a small credit at the bottom.
- Account connection screens. If you ask clients to connect their own Google accounts, the approval screen may name the reporting app. Connecting through your agency’s own access avoids this.
- Support replies. If a client ever contacts the vendor directly, the illusion ends. Keep all support routed through your team.
Run a real test during the free trial. Set yourself up as a client user, reset the password, receive a scheduled report, and download the PDF. What you see is what your client will see.
Which SEO platforms offer white-label reporting?
Ten platforms come up again and again when agencies shop for branded SEO reporting. They fall into three groups:
- Reporting layers pull data from tools you already pay for and turn it into branded dashboards.
- SEO suites track rankings, audits, and backlinks themselves, then add branded reports on top.
- Specialist trackers do one job, such as rank tracking or local SEO, with branded reports built in.
| Platform | Type | Pricing model | Starting price (Sep 2026) | Your own domain? |
|---|---|---|---|---|
| AgencyAnalytics | Reporting layer | Per client | $20 per client/month, billed annually | Yes, on the single plan |
| DashThis | Reporting layer | Per dashboard + data source | $44/month (3 dashboards), billed yearly | Yes, on every plan |
| Swydo | Reporting layer | Per data source | $69/month incl. 10 data sources | Yes, on every plan |
| Whatagraph | Reporting layer | Per data source (credits) | From €699/month, billed annually | Prime plan only |
| SE Ranking + Agency Pack | SEO suite | Base plan + add-on | $103.20 + $69/month, annual billing | Yes, with Agency Pack |
| Semrush My Reports | SEO suite | Per report | $20 per Pro report/month, plus a Semrush subscription | Yes, on Pro reports |
| WebCEO | SEO suite | Base + per project + usage | $99/month + $40/month for your own domain | Yes, with the domain add-on |
| Nightwatch | Rank tracker | By keyword volume | From €79/month, billed yearly | White-label reports on every plan |
| BrightLocal | Local SEO | By location count | From $39/month (1 location) | Branded reports, check your tier |
| Data Studio (formerly Looker Studio) | Free BI tool | Free | $0 | No, not built in |
AgencyAnalytics
AgencyAnalytics now sells one plan at $20 per client per month on annual billing, with custom domain, custom email, and a client portal included.
Many comparison posts still quote the old Freelancer, Agency, and Agency Pro tiers, where full white-label cost more. Those tiers are gone.
One catch for SEO agencies: rank tracking is a paid add-on, listed from $41.67 a month per 500 keywords. You can also connect a tracker you already use.
DashThis
DashThis moved to pricing based on dashboards and data sources in March 2026. Its current pricing page shows custom domain, custom sender email, and full branding removal ticked on every plan. That reverses what older reviews say about white-label being locked to higher tiers.
It’s a pure reporting layer, so rankings come from whichever tracker you connect.
Swydo
Swydo charges a flat base fee that covers the first 10 data sources, then a sliding fee per extra source. Every feature sits on that one plan, including full white-labeling, client portals, and unlimited users.
Watch the source count. One client on GA4, Search Console, and a rank tracker uses three sources, so costs grow with every channel you report on.
Whatagraph
Whatagraph lists two plans. Max starts from €699 a month, billed annually, and includes white-label reports. The custom report domain sits in the custom-priced Prime plan. So on Max, leak point number one stays open.
SE Ranking with the Agency Pack
SE Ranking is a full SEO suite: rank tracking, site audits, and backlink data. White-label lives in the Agency Pack, priced at $69 a month on annual billing only, which adds branded reports and 30 client seats. Without the pack, there’s no white-label at all.
The trade-off is scope. It reports SEO data well, but multi-channel reporting (paid ads, social) is thinner than a dedicated reporting layer.
Semrush My Reports
Semrush sunset its Agency Growth Kit and Client Portal. White-label reporting now sits in My Reports. Base reports cost $10 each and don’t include white-labeling. Pro reports cost $20 each and add branding, custom domains, and AI summaries.
This works well if your team already runs on Semrush. The per-report price adds up fast across a large client list.
WebCEO
WebCEO goes further than branded reports. It lets you run its whole SEO toolset on your own domain, so clients log in to what looks like your own software.
Its pricing page lists the Agency Unlimited plan at $99 a month, plus $40 a month for the white-label domain.
The catch is metered billing. Projects, rank checks, and backlink scans each carry small usage fees, so monthly costs move with activity.
Nightwatch
Nightwatch is a rank tracker first. Its homepage lists plans from €79 a month billed yearly, with white-label reports and a Looker Studio connector included on every plan rather than sold as an add-on.
It suits agencies whose clients mainly want ranking updates. For traffic and leads, you’d pair it with a reporting layer or Data Studio.
BrightLocal
BrightLocal is the usual pick for agencies with local business clients. It covers local rank tracking, Google Business Profile audits, citations, and reviews in one place. Plans start at $39 a month and scale by the number of locations you manage.
Third-party reviews disagree on which tiers include full white-label reporting, so confirm it on the plan you pick during the trial.
Data Studio (formerly Looker Studio)
Google renamed Looker Studio back to Data Studio in April 2026. Existing reports and links carried over. It’s free, flexible, and connects natively to Search Console and GA4.
But it isn’t a white-label platform. You can add your logo and colours, yet custom domains and client portals aren’t built in (note: that source is a competing vendor).
Agencies usually embed reports in their own site to hide the Google branding, which takes time to build and maintain.
What about Ahrefs?
Ahrefs is one of the most used SEO tools, but it isn’t a white-label reporting platform. Its help centre says it doesn’t currently allow white-labeled reports.
Agencies that use Ahrefs data usually pipe it into a reporting layer like AgencyAnalytics or into Data Studio, then brand it there.
What is the best white-label SEO software for your agency?
There’s no single best tool. The right pick depends on how your agency makes money and how many clients you report on. Here’s what the same job costs at 10 SEO clients, using September 2026 list prices:
| Platform | Monthly cost at 10 clients | What’s included | What’s extra |
|---|---|---|---|
| AgencyAnalytics | $200 (10 × $20) | Full white-label, portal, 85+ integrations | Rank tracking add-on, or connect your own tracker |
| DashThis Professional | $139 | 10 dashboards, 40 data sources, full white-label | Rank tracker you connect |
| Swydo | About $204 (at 4 sources per client) | Full white-label, unlimited users | Rank tracker you connect |
| Whatagraph Max | From €699 | 50+ source credits, white-label reports | Custom domain (Prime only) |
| SE Ranking Core + Agency Pack | $172.20 | 10 projects, rank tracking, audits, white-label | Extra seats, AI search add-on |
| Semrush My Reports | $200 in Pro reports | Branded reports on your domain | The Semrush subscription itself |
| WebCEO Agency Unlimited | About $159 + scan fees | Full SEO toolset on your own domain | Rank and backlink scan fees |
| Nightwatch | From €79, set by keyword volume | Rank tracking, white-label reports | Traffic and lead reporting elsewhere |
| BrightLocal | Set by location count | Local rankings, GBP, citations | Citation building, review tools on higher tiers |
| Data Studio | $0 | Charts, Google connectors | Your team’s build and upkeep hours |
A few patterns stand out:
- Per-client pricing (AgencyAnalytics) scales in a straight line. Every new client adds the same amount.
- Per-source pricing (DashThis, Swydo, Whatagraph) punishes clients with many connected accounts. Four sources per client fills DashThis Professional exactly.
- Suite pricing (SE Ranking, Semrush, WebCEO) makes sense only if you’d pay for the SEO tool anyway.
- Specialist pricing (Nightwatch, BrightLocal) is cheap for one job, but you’ll likely need a second tool for full reporting.
- Free (Data Studio) is only free if your time is.
Stop Worrying About Who's Behind The Report
The right dashboard keeps your brand in front of the client. The right partner gives that dashboard something worth showing. If you want SEO delivered under your agency's name, with reporting your clients will actually read, let's talk it through.
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Is a live dashboard better than a monthly PDF report?
Neither wins on its own. A live dashboard gives clients access any time, which cuts down “how are we doing?” emails.
A PDF or written summary gives them meaning, because it explains what changed and what happens next. Most agencies that keep clients long term send both: the dashboard for access, the summary for context.
Can clients log in to a white-label SEO dashboard?
Yes, on most dedicated platforms. AgencyAnalytics includes unlimited client users, and SE Ranking’s Agency Pack includes 30 client seats. Set permissions so each client sees only their own data.
Semrush no longer offers a client portal, so clients there receive shared or scheduled reports instead of a login.
Does my white-label SEO partner need access to my dashboard?
Usually yes, as a staff user, so they can update data and notes without emailing you exports. Check that staff users don’t appear anywhere on the client’s view. Some platforms show who last edited a report, which can expose a partner’s name.
What happens to client data if I switch dashboard platforms?
Your dashboards and layouts won’t transfer between vendors, so plan to rebuild them. The underlying data mostly lives in Google Search Console, GA4, and your rank tracker, so history stays safe there.
Rank history stored inside a suite like SE Ranking or Semrush is the exception. Export it before you cancel.
Should a white-label SEO dashboard track AI search visibility?
It’s worth adding if your clients ask about it. AgencyAnalytics and SE Ranking both sell AI visibility tracking as add-ons, and Semrush sells it as a separate toolkit.
Treat it as a supporting metric for now. Leads from organic search should still sit at the top of the report.
Is Data Studio good enough for white-label SEO reporting?
For one to four clients, often yes. It’s free and connects straight to Google’s own data.
Past that, the build time per client and the missing custom domain start to cost more than a paid platform. It also can’t send reports from your own email address without extra tools.
Conclusion
Here’s the part the tool vendors won’t tell you. Clients don’t leave agencies because a chart looked plain.
In Setup’s 2025 Marketing Relationship Survey, 61% of clients who ended an agency relationship cited dissatisfaction with delivery, and 61% cited value. Agencies, asked the same question, blamed client budget cuts first (75%).
A live dashboard shows numbers. It doesn’t tell a client why rankings dipped, whether that matters, or what you’re doing about it. That job still belongs to a person.
So pair the dashboard with a short written summary each month. At Gramup, every SEO report covers three things: where keywords rank, how much organic traffic those rankings produce, and how many visitors become leads. No 40-page PDF built to look impressive.
This matters most if you resell SEO delivered by a white-label SEO partner. Your dashboard can only show what your partner actually does. If their work is thin, a polished dashboard just makes it easier to spot.
Before you pick a platform, ask any partner what they report, how often, and whether their updates can go to your client without a trace of their name.
Two agency partners have trusted Gramup’s SEO work under their own brands for more than three years, with zero white-label breaches. You can see how our white-label partnerships work on the partner page.
If delivery gaps are already costing you work, what turning down website projects really costs an agency runs the numbers on that leak too.
