Best white-label SEO software for agencies in 2025
Being behind major reports like The Mother of All Breaches and RockYou2024, our in-house cybersecurity experts and journalists provide unbiased, real-world testing and in-depth analysis.
We maintain complete transparency by openly sharing our testing methodologies with our audience.
Learn more
An in-house SEO team can be a huge expense for a digital marketing or content agency, especially if you’re managing many clients. That’s why many leading agencies use white-label SEO platforms to deliver full-service SEO, including on-page SEO, technical SEO, keyword research, monitoring, and competitor analysis.
A white-label SEO software not only reduces the cost of running things in-house, but it’s also highly scalable. However, choosing a white-label SEO tool can be difficult, as there are many options available today, each claiming to offer a superior service.
I worked with the Cybernews research team to analyze different white-label SEO software and rank them based on their features, plans, performance, and user reviews. In this guide, I’ll present my top 5 white-label SEO software for agencies, share some expert tips, and guide you to pick the best option for your needs.
Best white-label SEO software for agencies – shortlist
- Semrush – best all-in-one white-label SEO software
- SE Ranking – best software for white-label SEO reports
- Moz local – best software to improve local SEO ranking and visibility
- BrightLocal – the best all-in-one local SEO solution
- Ahrefs – best white-label SEO software for keyword research and backlink analysis
The best white-label SEO software for agencies compared
Each option on my list of the best white-label SEO software is best suited for a specific purpose. For instance, Semrush is an all-around tool that can handle 90% of your SEO work, while Ahrefs specializes mainly in backlink analysis. Ultimately, your choice comes down to your agency’s specific needs.
Here’s a brief breakdown of my top white-label SEO tools to allow you to compare them at a glance:
| Tool | Pricing plan | Best for | Standout features |
| Semrush | From $139.95/month to $499.95/month | Competitor research, backlinking, and tracking insights | White-label PPC reporting tool and diverse integrations |
| SE Ranking | From $65/month to $259/month | SEO research and performance tracking | Semantics comparison, customizable white-label logos, colors, and themes |
| Moz Local | From $20/month to $33/month | On-site SEO tracking and “crawled” page tracking | GeoRank feature for visibility and performance tracking in specific areas |
| BrightLocal | From $39/month to $59/month | Local search audits and citations | Agency lead generator tools |
| Ahrefs | From $129/month to $449/month | SEO research and backlinking analysis | Integrated web analytics |
What is white-label SEO software, and how does it work?
A white-label SEO software is a customizable tool that allows marketing agencies to offer SEO services to clients without spending a fortune hiring a team of experts or creating in-house SEO tools. It’s like outsourcing your agency’s SEO work to a dedicated team.
A white-label SEO software provides all the same services you can expect from an in-house team, including auditing websites, researching keywords, tracking performance, and even generating reports for clients. The best part is that you can customize these results using your agency’s branding and logo.
Many startup agencies use white-label SEO software for their scalability; you can add more services or increase your limits as your organization’s needs evolve. Some of the world’s leading marketing agencies also use these tools for their efficiency, automation features, and relative affordability.
5 best white-label SEO software solutions for agencies – our detailed list
To narrow down my list of the best white-label SEO platforms, I’ve based my search on white-label customization features and overall SEO services. Here’s a detailed overview of my top picks:
1. Semrush – best all-in-one white-label SEO software
| Best for: | Competitor research, backlinking, and tracking insights |
| Starting monthly price: | From $139.95/month |
| Free trial: | Available (7-day access to all toolkits) |
| Top features: | White-label PPC reporting tool, diverse integrations |
Semrush is one of the best white-label SEO programs for advanced tasks beyond content creation and analytics. It has a special PPC reporting tool with comprehensive report coverage, including over a dozen integrations, such as Google Ads, Microsoft Ads, and Google Analytics, among others.
This comprehensive SEO solution offers AI automation features to make marketing campaigns simpler and more convenient. Besides its ad management and PPC reporting tools, Semrush also provides white-label keyword research services, performance tracking features, and daily rank monitoring.
If you’re looking for a comprehensive solution for your agency, Semrush is the safest bet you can make. That said, it may not be the best option for agencies that need basic, content-exclusive SEO services.
I found several user reviews on Reddit and Trustpilot that praise Semrush as a comprehensive SEO tool. Many said its keyword research and competitor analysis tools helped their agencies improve in search engine rankings. However, several users complained about its poor customer service and premium add-ons, which can increase your total monthly cost.
Semrush is more expensive than many other white-label SEO services. But it offers a wider range of tools than these other software. Here’s a breakdown of Semrush’s plans:
| Plan | Pro | Guru | Business |
| Cost | $139.95 per month | $249.95 per month | $499.94 per month |
| Number of projects | 5 | 15 | 40 |
| Number of keywords to track daily | 500 | 1,500 | 50,000 |
Semrush’s Guru and Business plans have some features that you won’t find on its Pro plan. You can try all of Semrush’s features for free with its 7-day trial offer.
2. SE Ranking – best software for white-label SEO reports
| Best for: | SEO reports, website audits, keyword tracking, and competitor analysis |
| Starting monthly price: | From $65/month |
| Free trial: | Available (14-day free trial) |
| Top features: | Semantics comparison, customizable white-label logos, colors, and themes |
If there’s a white-label website auditing tool that truly lets you make it your own, it’s SE Ranking with its customization features. You can add your agency’s logo to SEO reports and audits, and choose your preferred colors and themes.
This software is a comprehensive solution for domain tracking with daily website rankings and updates. SE Ranking analyzes your organic traffic, backlinks, page trust rankings, and other useful factors to identify potential improvements for a higher SERP position.
This tool is perfect for agencies that focus on SEO, not just content optimization. SE Ranking’s main features include competitor research, keyword semantics, traffic analytics, and website audits.
SE Ranking has several positive user reviews online, with many applauding its intuitive interface. Users also rave about its comprehensive suite of SEO tools, particularly its competitor analysis, rank tracking, keyword research, and website auditing tools. However, there are some complaints about the limited features of its entry-level plan and its customer support.
SE Ranking is more affordable than Semrush, but it’s still more expensive than many of the other white-label SEO software on my list. Here’s a quick overview of its plans:
| Plan | Essential | Pro | Business |
| Cost | $65.00 per month | $119.00 to $199.00 per month | $259.00 to $599.00 per month |
| Number of projects | 5 | 30 | Unlimited |
| Number of manager seats | 1 | 3 | 5 |
| Number of keywords to track daily | 500 | 2,000 to 3.500 | 5,000 to 15,000 |
Regardless of the plan you choose, you can pay an additional $20 per month for an extra manager seat. You can also contact SE Ranking for a custom plan. Like Semrush, SE Ranking offers a 14-day free trial that provides full access to all its SEO tools.
3. Moz Local – best software to improve local SEO ranking and visibility
| Best for: | Agencies with localized SEO projects |
| Starting monthly price: | From $20/month |
| Free trial: | None |
| Top features: | GeoRank feature for visibility and performance tracking |
Whenever I’m asked to recommend a white-label SEO software to improve local SEO visibility and optimize business listings, Moz Local is always at the top of my list. It’s just one of several useful tools from Moz, a renowned SEO software that specializes in site analytics and data insights.
Moz Local allows you to manage and monitor your clients' listings across different platforms from a single dashboard. It lets you analyze user reviews easily and identify recurring complaints. It also provides AI-generated, customizable templates to help you save time on responding to user reviews.
One of my favorite Moz Local features is its GeoRank tool, which scans how your website ranks for specific keywords and provides a detailed analysis of your competitors. I also love that it allows you to generate custom reports using pre-made templates. This can be especially useful for marketing agencies.
It even offers useful digital marketing extras, such as social media integration for LinkedIn, Facebook, Google Business, and other platforms.
Moz Local is highly rated by users for its ability to help organizations manage their listings and online reputation. I found a few reviews where users commend its simple interface, which makes it very easy to use. However, many users highlighted its limited automation compared to Yext. Some users also noted that its price is quite expensive for its relatively limited number of features.
Moz Local is quite affordable, starting from $20 per month. This is understandable given its limited features compared to Semrush and SE Ranking. Here’s an overview of Moz Local plans and pricing.
| Plan | Lite | Preferred | Elite |
| Cost | $20 per month | $30 per month | $40 per month |
There’s currently no free trial for Moz Local. However, you can save up to 20% off if you opt for a yearly subscription plan. There are several Moz add-ons available at a separate price, including Listing AI, which provides suggestions on how to improve your website ranking based on your location.
4. BrightLocal – best all-in-one local SEO solution
| Best for: | Agencies with localized SEO projects |
| Starting monthly price: | From $39/month |
| Free trial: | Available (14-day free trial) |
| Top features: | Agency lead generator tools |
BrightLocal is an all-in-one white-label SEO tool for local search engine optimization. It also has a few other features, including listings management tools for syncing your business data with social media and a citation builder. You’ll also get a specialized local SEO tracking feature, which is especially convenient for clients with narrow specialties.
BrightLocal’s auditing tools, like its citation tracker and localized search audits, can be useful for identifying weak spots in your client’s website optimization. Thanks to integrated Google Analytics and advanced GBP insights, you can boost your clients’ presence on Google and improve their reputation.
User reviews of BrightLocal generally focus on its simplicity, the accuracy of its insights, and its useful SEO tools. Many laud its ability to help agencies manage their clients’ local listings and improve their SERP ranking. Its customer support team is also highly rated for providing quick responses.
Some user reviews highlight the limited scope of BrightLocal’s features, compared to similar services like Synup, which also focuses on brand reputation management and offers AI-driven listing updates and responses to reviews.
BrightLocal is more expensive than Moz Local and Ahrefs, but it’s still far cheaper than SE Ranking and Semrush. I think its price is worth the services it offers. Here’s a quick look at BrightLocal’s pricing:
| Plan | Track | Manage | Grow |
| Cost | $39.00 per month | $49.00 per month | $59.00 per month |
BrightLocal’s Manage and Grow plans come with some features that are not available in its Track plan, including the option to sync listings and manage reviews. While all BrightLocal plans include its citation tracker, you can only use its citation builder as an add-on, pay-as-you-go service. Like SE Ranking, this service offers a 14-day free trial, giving you access to all its features.
5. Ahrefs – best white-label SEO software for keyword research and backlink analysis
| Best for: | Agencies with basic keyword research and backlinking needs |
| Starting monthly price: | From $129/month |
| Free trial: | Not available (you can try some features through the free Webmaster Tools) |
| Top features: | Integrated web analytics |
Ahrefs is the ultimate white-label SEO audit tool for keyword optimization and backlink analysis. It offers an array of tools to help agencies boost clients’ website traffic. You can conduct competitor analysis, regular website audits, monitoring rankings, and track web mentions and links with Ahrefs.
The platform has a unique Keywords Explorer tool that lets you see what potential customers are searching for so you can optimize your client’s websites and content accordingly.
It also has an AI-powered tool for content improvement using insights from case studies, search intent analytics, and content quality policies established by search engines like Google.
Most of the user reviews of Ahrefs I found online emphasize that while Ahrefs is a great tool that can be incredibly useful, its prices have climbed sharply in recent years. A few users also noted that it’s not very beginner-friendly, and it may take some time to get the most out of the tool if you’re new to SEO management.
Ahrefs is on the more expensive end of the pricing scale, much like Semrush. But, I think its huge number of SEO tools justifies its pricing. Here’s a brief breakdown of Semrush’s plans and pricing:
| Plan | Lite | Standard | Advanced |
| Cost | $129.00 per month | $249.00 per month | $449.00 per month |
| Number of projects | 5 | 20 | 50 |
| Number of keywords tracked daily | 750 | 2,000 | 5,000 |
| Number of credits per user | 500 | Unlimited | Unlimited |
If you choose Ahrefs’ Lite plan, you may lose access to some features, such as the ability to generate reports, if you exhaust your allotted credits before the end of the billing cycle. If you have a large team, Ahrefs lets you add more users for a slightly higher monthly fee.
How did we select these white-label SEO software solutions?
I focused on several key factors when selecting the best white-label SEO software for agencies. Particularly, I sought to include white-label services that support a high level of customization and also offer useful SEO tools for competitor analysis and localized optimization.
Here’s a more in-depth look at how I selected my top 5 white-label SEO solutions:
- Reputation and reliability (25%): Every white-label SEO tool has its appeal. I included a variety of SEO software to suit the needs of different organizations. I only picked SEO tools with a solid track record and positive user ratings.
- Pricing (25%): The cost of white-label SEO tools can vary quite a bit, depending on whether they offer complete SEO services or just basic keyword research. I’ve included a bit of something for everyone — from very basic and affordable options like Moz Local at just $20 per month to robust, all-in-one solutions like Semrush with a heftier $139 monthly price tag.
- Use cases (25%): I included tools tools for different purposes, from complete SEO management options like Semrush to backlinking-oriented Ahrefs or location-based options like Moz Local.
- Customization (25%): I selected white-label SEO tools with great customization features, such as SE Ranking, allowing you to use your logo on reports and SEO reviews, and even choose your preferred colors and themes.
Types of white-label SEO tools
Some white-label software specialize in specific SEO services, while others run the gamut of the SEO-related services that marketing agencies offer clients. Here’s a breakdown of the most common types of white-label SEO tools based on their features:
- Keyword and backlink analysis tools: Most white-label software offer keyword research and backlink analysis as these are at the core of website optimization. Tools like Semrush and Ahrefs can suggest keywords to target and recommend the ideal keyword density. They can also recommend effective link-building strategies to drive traffic and boost the authority of your client’s site.
- SEO audit tools: Some white-label SEO software also offer auditing tools, which can be useful for optimizing specific web pages or entire websites. For instance, Semrush can provide a detailed overview of a site’s SEO errors, warnings, notices, and overall problems with crawled pages. It also displays factors like crawlability, site performance, markup, and internal linking as a percentage.
- Analytics tools for SEO strategies: Some tools, such as SE Ranking, can analyze sites and create a custom SEO strategy based on data-driven insights.
- SEO reporting and monitoring tools: Tools like Moz and SE Ranking can track SERP position and website performance to determine the efficacy of SEO strategies and provide suggestions to improve your website rankings.
- ERP position tracking and performance tracking features.
Key benefits of white-label SEO software for agencies
White-label SEO software can be hugely beneficial to the success of marketing agencies. Here are some reasons to consider getting a white-label SEO tool:
1. Cost effective
The cost of subscribing to a white-label SEO software pales in comparison to the cost of hiring an in-house team of SEO experts and building custom tools for your organization. Most white-label SEO tools also offer a flexible pricing structure, allowing you to pay for the services your organization uses. This further reduces operational cost and gives small and medium-sized agencies a competitive edge.
2. Scalability
Scalability is one of the key benefits of white-label SEO services, especially for small and medium-sized agencies. Most of these tools allow you to choose the services you need and add extra services or increase your capacity as your organization grows. For example, SE Ranking allows you to pay $20 extra per month for an extra manager seat. You can also increase the number of keywords to track daily by paying a little more.
3. Branding control
You can customize the tools and reports of white-label SEO software with your agency’s logo and branding. This creates an air of professionalism, boosting your credibility and building trust in your services. Compared to using branded SEO tool, this type of customization makes your agency stand out and leads to client retention.
4. Expert tools
White-label software provide access to advanced SEO tools, allowing marketing agencies to provide professional SEO services to clients. Access to the right tools can make all the difference in the highly competitive SEO space. Besides the competitive edge it offers, white-label SEO tools can make your business more efficient by automating some tasks, like generating reports.
5. Focus on core business
Outsourcing your SEO work by using a white-label SEO software allows you to focus on your agency’s core business and deliver the best service to clients. It takes years of research and experimentation to be an SEO expert, and the field is constantly evolving. Using a white-label SEO service frees up the time you’ll otherwise spend researching and learning about the latest trends and coming up with SEO strategies. Ultimately, this helps to improve the efficiency of your business and supports growth.
How to choose white-label SEO software
Using a white-label SEO analysis tool is not only cost-effective but can also help to streamline your agency’s SEO work. However, it’s important to choose the right white-label SEO software for your organization’s needs, otherwise, it can have the opposite effect.
Here are some pointers for choosing a white-label SEO software:
- Pick a tool according to your needs: While robust private-label SEO software is desirable if you offer a complete package of optimization services, it’s not always the best choice. For instance, you won’t need an all-in-one solution like Semrush if you’re only offering some basic on-page SEO to your clients.
- Focus on personalization options: Some white-label SEO tools, like SE Ranking, are easier to personalize than others. I recommend checking the personalization options of any white-label SEO software before signing up. Having ample customization options can hide the fact that you’re using a third-party service and make your organization appear more professional.
- Read customer reviews: Always read user reviews on platforms like Trustpilot and check out reviews from experts before subscribing to an SEO tool. These reviews will give you valuable insights into the performance and shortcomings of these tools that you otherwise may not know.
- Try it out for free: While crafting my list of the best white-label SEO software, I made sure to include solutions with free trials. Every single option, except for Ahrefs and Moz Local, comes with a free trial that spans from 7 to 30 days, so you can put all the features to the test and see if they make a difference for your agency.
Other marketing tools you might be interested in:
Final words on the best white-label SEO software for agencies
Whether you need a white-label SEO software for rank tracking, website auditing, or keyword research, the tools I’ve listed in this article are some of the best options available today.
If you want an all-in-one SEO solution, I recommend Semrush or SE Ranking. However, if you want to improve your client’s local SEO visibility and ranking, opt for Moz Local or BrightLocal. For keyword research and backlink analysis, Ahrefs is your best bet.
It’s crucial to consider your agency’s needs closely before choosing a white-label SEO service. Not every white-label SEO software is suited to your organization. Take advantage of free trials to test the service before investing in it.
FAQs
Can small agencies benefit from white-label SEO tools?
Yes, small agencies can benefit from using a white-label SEO tools to maximize efficiency and cut costs. With the right tool, you won’t need an in-house SEO team. Plus, you can attach your agency’s logo to SEO reports and customize it with color and themes.
Are there free white-label SEO software options?
No, private-label SEO services generally require a paid subscription. However, some services, like Ahrefs, offer limited features for free.
How do I brand white-label SEO reports for my clients?
You can customize white-label SEO reports by adding your agency’s logo, domain, and branding colors/themes.
Which white-label SEO tool is best for local SEO?
Tools like Moz Local and BrightLocal are the best options for local SEO, as they rely on localized keyword analysis and competitor research to help clients outrank the competition in their area. Moz Local lets you analyze your clients’ local competitors with the GeoRank tool, while BrightLocal features integrated Google tools, such as Google Analytics, for this purpose.
