Umair Mansha
Founder, LazyMetrics · SEO since 2014
White-label isn't a feature checkbox — it's the difference between your client seeing "Powered by SomeTool" at the bottom of their report and seeing your agency brand on every surface they interact with. For agencies that want to build a platform-quality experience without building the platform, white-label SEO tools are the leverage.
But "white-label" means different things to different vendors. Some let you swap a logo on a PDF. Others give you a custom domain, branded login page, and client portal that looks and feels like your own software product. The depth matters — especially when a client forwards your report to their CEO.
The three levels of white-labeling
Before comparing platforms, understand what you're actually evaluating. White-label depth falls into three tiers:
Level 1: Logo swap
You upload your logo and choose brand colors. The PDF or dashboard shows your logo instead of the vendor's. Most basic — the layout and URL still scream "third-party tool."
Level 2: Custom domain
Client portals and reports live on reports.youragency.com. Clients see your domain in their browser. This is the minimum viable white-label for professional agencies.
Level 3: Full brand
Custom domain + branded login + branded emails + no vendor mentions anywhere. The client genuinely cannot tell what tool powers the experience. Only a few platforms reach this level.
1. AgencyAnalytics
AgencyAnalytics has the deepest white-label implementation on this list. Every plan includes logo swapping and brand colors. The Freelancer plan ($79/month) adds a custom domain for client dashboards. The Agency plan ($179/month) adds a branded login page and branded automated email delivery.
Client portals are live dashboards — clients log into reports.youragency.com, see your branding, and browse their data between monthly reports. You control what they can see, from high-level summaries to granular keyword data.
Strengths
- Level 3 white-label: custom domain + branded login + branded emails
- Live client portal with granular permission controls
- 80+ integrations — white-label extends across SEO, PPC, and social dashboards
- Client-facing mobile app also supports white-labeling on Agency plan
Weaknesses
- Full white-label features require Agency plan ($179/month + per-client costs)
- Built-in SEO tools (audit, rank tracking) are basic compared to dedicated platforms
Best for: Agencies that want the deepest white-label branding across multi-channel dashboards and are willing to pay for the premium plans.
2. SE Ranking
SE Ranking is a full SEO platform with rank tracking, site audit, keyword research, and backlink checking — with white-label as an agency feature on Pro and Business plans. White-label includes custom domain, branded reports, and a client portal.
The value proposition is straightforward: instead of paying for a research tool (Semrush/Ahrefs) plus a reporting tool (AgencyAnalytics/DashThis), SE Ranking bundles both at a lower total cost. White-label depth is Level 2 — custom domain and branded PDFs, but no branded login page on the Pro plan.
Strengths
- Full SEO platform + white-label in one subscription
- Competitive pricing — Pro at $119/month includes research + reporting + white-label
- Automated report scheduling with white-label PDF delivery
- Lead generation widget for agency websites
Weaknesses
- White-label limited to Pro plan and above — Essential plan doesn't include it
- Client portal is less customizable than AgencyAnalytics
Best for: Agencies that want an all-in-one SEO toolkit with white-label included at a lower price than assembling separate tools.
3. LazyMetrics
LazyMetrics approaches white-label from the report and client portal side. Monthly reports are generated from your audit and tracking data with your agency branding — logo, colors, and domain. Client portals show live project health with your branding.
The differentiation from pure white-label reporting tools: the reports contain original data — AI-powered audit results, AI visibility tracking, GSC/GA4 trends — not just widgets pulled from third-party APIs. When a client reads your white-labeled LazyMetrics report, they're getting proprietary analysis, not a reformatted Google Analytics dashboard.
Strengths
- Reports contain proprietary audit + AI visibility data — not just repurposed third-party metrics
- Per-plan pricing ($149 for 10 clients) — white-label doesn't cost extra
- AI visibility tracking section in reports — unique selling point for agency clients
- White-label client portals with live project health
Weaknesses
- White-label depth is Level 2 — custom branding on reports and portal, but no branded login page yet
- SEO-focused only — no PPC or social channel white-labeling
Best for: SEO agencies that want white-labeled reports with proprietary data (AI audits, AI visibility) rather than reformatted third-party dashboards.
4. Semrush Agency Growth Kit
Semrush's white-label capabilities live in the Agency Growth Kit (AGK), a $69/month add-on to any Semrush plan. AGK adds white-label PDF reports, a client portal, CRM-style lead management, and a customizable agency profile on the Semrush Agency Partners directory.
The white-label is limited to PDF branding and the client portal — there's no custom domain for client-facing dashboards. The strength is data depth: Semrush reports can include competitive analysis, keyword gaps, and backlink data that no other platform on this list can match.
Strengths
- Deepest SEO data — competitive analysis, keyword gap, content audit in white-labeled reports
- Agency Partners directory provides lead generation visibility
- CRM-style client management within the platform
Weaknesses
- $208/month total (Pro + AGK) — highest cost on this list
- White-label is Level 1 — logo on PDFs, no custom domain for client dashboards
- Reports limited to Semrush data — can't pull in external sources easily
Best for: Agencies already paying for Semrush who want to add white-label reporting without switching platforms.
5. DashThis
DashThis is a dashboard builder that supports white-labeling at the Professional tier and above. You get custom domains, branded dashboards, and the ability to remove all DashThis branding from client-facing URLs and reports.
The white-label implementation is clean — clients access dashboards via your custom domain, see your branding, and never encounter DashThis. But DashThis is purely a visualization layer — it doesn't do SEO. You'll need separate tools for rank tracking, audits, and keyword research, and then connect them to DashThis for reporting.
Strengths
- Clean Level 2 white-label — custom domain, no vendor branding
- 34+ data source integrations for multi-channel dashboards
- Simple drag-and-drop — fastest dashboard builder to learn
Weaknesses
- White-label requires Professional plan at $289/month — steep for the features
- No SEO functionality — you're adding a reporting layer on top of your existing tools, not replacing them
Best for: Multi-channel marketing agencies that already have their SEO tools and need a white-labeled reporting layer on top.
6. Raven Tools
Raven Tools has been in the agency SEO space since 2007. It offers site auditing, rank tracking, backlink research, and white-label reporting in a single platform. The white-label implementation covers branded PDF reports and a client-facing report portal.
The price-to-feature ratio is competitive — the Small Biz plan at $49/month includes white-label reports, which is the lowest entry point for branded SEO reporting on this list. The trade-off is that the platform feels dated compared to newer tools, and the data depth can't match Semrush or Ahrefs.
Strengths
- White-label included on all plans — lowest entry point at $49/month
- Full SEO toolkit (audit, rank tracker, backlinks) plus reporting in one tool
- Established platform with a long track record in agency SEO
Weaknesses
- Interface feels dated compared to newer competitors
- White-label is Level 1 — branded PDFs, no custom domain for client portal
- Data depth lags behind Semrush, Ahrefs, and newer AI-powered platforms
Best for: Budget-conscious agencies that want white-label SEO reporting at the lowest possible price point and don't need cutting-edge features.
White-label depth comparison
| Platform | WL level | Custom domain | Branded login | WL starting price |
|---|---|---|---|---|
| AgencyAnalytics | Level 3 | Yes | Agency plan | $79/mo |
| SE Ranking | Level 2 | Pro plan | No | $119/mo |
| LazyMetrics | Level 2 | Yes | Coming soon | $149/mo |
| Semrush + AGK | Level 1 | No | No | $208/mo |
| DashThis | Level 2 | Professional | No | $289/mo |
| Raven Tools | Level 1 | No | No | $49/mo |
Frequently asked questions
What is a white-label SEO platform?
A white-label SEO platform is software that lets agencies rebrand the tool with their own logo, colors, and domain before presenting it to clients. Instead of clients seeing "powered by [tool name]," they see the agency's brand throughout the reporting and portal experience.
Why do agencies need white-label SEO tools?
White-labeling builds perceived value and trust. When a client receives a report from "your agency" rather than a third-party tool, it reinforces that they're paying for your expertise — not a software subscription. It also prevents clients from bypassing the agency by subscribing to the tool directly.
What is the cheapest white-label SEO tool?
Raven Tools at $49/month includes white-label reports on all plans — the lowest entry point. SE Ranking at $65/month (Essential) offers basic white-label, with full custom domain support on the Pro plan at $119/month. AgencyAnalytics starts at $79/month with custom domain included.
Can I use a custom domain with white-label SEO reports?
AgencyAnalytics, SE Ranking (Pro plan), LazyMetrics, and DashThis (Professional plan) support custom domains for client-facing dashboards and reports. Semrush and Raven Tools do not — their white-label is limited to branded PDFs.
Should I use a white-label SEO platform or build my own reports?
Building custom reports in Looker Studio or Google Slides gives you full control but costs 3-5 hours per client per month. White-label platforms reduce this to 15-30 minutes per client by automating data collection, formatting, and delivery. For agencies with more than 5 clients, the time savings pay for the tool many times over.
The bottom line
If white-label depth is your top priority and you need multi-channel coverage, AgencyAnalytics is the gold standard. If you want proprietary SEO data (AI audits, AI visibility) under your brand rather than reformatted third-party dashboards, LazyMetrics gives you that. If budget is the constraint, Raven Tools and SE Ranking get you started at $49-65/month.
The real question isn't which tool has the best white-label — it's whether your agency is presenting itself as a platform or as a consultant who uses third-party tools. White-label is the difference.