What white-label reporting actually means
White-label SEO reporting means removing all vendor branding from the reports and portals you share with clients. Instead of "Powered by [Tool Name]" in the footer, clients see your agency name, logo, and optionally your custom domain.
This is not vanity. When a client sees a third-party tool name on their report, two things happen: (1) they Google that tool and realize they could use it themselves, and (2) your agency feels like a middleman rather than a strategic partner. White-labeling removes both risks.
Full white-labeling covers three surfaces: the report itself (PDF or web), the client portal (if you have one), and the email delivery (the from address and subject line).
The three levels of white-labeling
Level 1: Logo swap
The most basic level. You upload your agency logo and it replaces the tool vendor logo on reports. Most reporting tools offer this on their mid-tier plan. It is better than nothing but clients can still see the tool URL in the browser, the email "from" address, and sometimes watermarks in exported PDFs.
Available on: AgencyAnalytics ($18/mo add-on), DashThis (Business+ plan), Raven Tools
Level 2: Custom domain
Beyond logo swap, the client portal lives on your domain (e.g., reports.youragency.com). Clients access their data through a URL that belongs to you. This eliminates the "they could do this themselves" problem completely. Requires DNS setup (usually a CNAME record).
Available on: AgencyAnalytics (custom plan), LazyMetrics (Agency plan), some enterprise tools
Level 3: Full brand system
Everything — reports, portal, email delivery, login page — carries your agency branding. The client never encounters another company name. This is what enterprise agencies expect, and it is becoming available on mid-market tools. Typically includes custom color schemes, email templates, and branded PDF exports.
Available on: LazyMetrics (Agency + Enterprise), custom-built solutions
What to include in white-label SEO reports
White-labeling the surface is step one. Step two is making the content worth branding. A beautifully branded report with bad content is still a bad report. Include:
Performance summary
Clicks, impressions, position changes from GSC. Month-over-month and year-over-year.
Top growing pages
Which 5-10 pages gained the most traffic this month and why.
Work completed
What your team did: pages audited, issues fixed, content published, pages indexed.
Technical health score
Overall site health based on the latest audit. Trend over time shows progress.
AI visibility snapshot
Where the client appears in ChatGPT, Perplexity, and AI Overviews.
Next 30 days
What you plan to do next month. This is the line item that prevents churn.
Setup checklist
Choose a reporting tool that supports at minimum Level 2 white-labeling (logo + custom domain)
Upload your agency logo in SVG or high-res PNG (minimum 400px wide for sharp rendering on Retina screens)
Set your brand colors for report accent elements
Set up a CNAME record pointing reports.youragency.com to your reporting tool
Configure the email "from" address to use your domain (requires SPF/DKIM DNS records)
Build or select a report template structured around: performance, work done, next steps
Connect GSC + GA4 for each client
Test by sending yourself a report — check every surface for vendor branding
Schedule automated delivery on a fixed monthly cadence
Send the first report with a personal note introducing the new format
Common mistakes
Sending reports with the tool vendor email address
Set up a branded "from" address (reports@youragency.com) with proper SPF/DKIM records
Including too many metrics
Clients skim reports. Keep it under 6 metrics. More data does not equal more value.
No narrative context
An automated chart with no explanation is noise. Add 2-3 sentences per section explaining what changed and why.
Forgetting the PDF export branding
Test the PDF export — many tools add watermarks or footer branding that does not appear in the web view.
White-label reporting
Reports that look like yours. Because they are.
White-label portal, branded reports, and automated delivery. Your name on every surface.
Start 7-day trialUmair Mansha
Founder, LazyMetrics Holdings LLC
12+ years in technical SEO and agency delivery. Managed 2,000+ campaigns across 500+ agencies. Built LazyMetrics after running an SEO agency and getting tired of tools that flagged problems but couldn't fix them.