White label SEO report: template, branding and tools
How agencies build a white label SEO report: what to include, how to brand it, PDF vs share link vs dashboard, and how to automate it with AI.
A white label SEO report is a client report that carries your agency's brand and nothing else. Your logo is on the cover, your name is in the footer, and the client never sees which tool produced the numbers. To the client, the report is simply your work.
That sounds like a design job, and partly it is. The harder part is everything around the logo: where the data comes from, how long the report takes to build every month, whether the client gets a PDF, a link or a login, and what happens when a vendor's name leaks into a chart title or a footer.
This guide is for agencies and freelancers who send SEO reports to clients. It covers what makes a report properly white label, a template outline, the three main ways to produce one and how they compare, and how to automate the monthly work. If you want help with what the report should say, section by section, read our guide to an SEO report for clients first. This post is about branding, tooling and workflow.
What "white label" actually means
There are three levels, and tools that say "white label" can mean any of them.
- Your logo added. The tool's own header is swapped for your logo, but the footer, the share URL, the "powered by" line or the PDF metadata still names the vendor.
- Vendor removed. Your logo, name and colors replace the vendor's everywhere the client can see: report header, footer, PDF and shared page. Nothing links back into the tool.
- Fully hosted under your domain. The client opens reports or a dashboard at
reports.youragency.com, logs in with an account you created, and the vendor is invisible even in the address bar.
Most agencies need level 2. Clients care that the report looks and reads like your work; few check the URL of a shared link. Level 3 matters when clients log in to a portal, which is a different product from a monthly report.
Why bother? You are selling expertise, not tool access. A report stamped "Generated by [tool]" makes some clients wonder why they pay you instead of the tool. And if you deliver SEO for another agency, their client must see their brand, not yours and not the tool's.
What a white label SEO report should include
The content of a good report is the same whether it is branded or not: progress against goals, the work done, and what happens next. Our client report guide covers each section in detail, with a template table. Here is a compact outline that adds the parts specific to a branded report.
| Part | What goes in it | White label notes |
|---|---|---|
| Cover or header | Client name, report period, "Prepared by" with your agency name | Your logo and accent color. No tool name. |
| Summary | The goal and how the month went, in three or four sentences | Written in your voice, not the tool's default text |
| Search performance | Search Console clicks, impressions, CTR and position vs previous period and last year | Label the source as "Google Search Console", which is the client's own data |
| Rankings | 10 to 30 goal keywords, grouped by topic or page | Avoid tool-specific scores the client cannot look up elsewhere |
| AI visibility | Mentions and citations in ChatGPT, Gemini or AI Overviews for a fixed set of questions | Name the AI engines, not the tracking tool |
| Work done | What you shipped, with links | This is your work; make it visible |
| Next steps | Two to five actions, owner and expected benefit | |
| Footer | Your agency name and contact details | No "powered by" line, no links into the tool |
Metrics that matter to clients
Pick metrics a client can understand and, ideally, verify: Search Console clicks and impressions (Google's own record of their site), positions for the keyword list you agreed on, and key events from Google Analytics 4 if they are set up. "Organic search brought 42 demo requests" is the number an owner cares about most.
Leave out tool-specific scores such as domain authority or site health percentages. Each tool calculates them differently, and if the client checks the number elsewhere and gets a different answer, your branded report takes the blame.
How to brand a report
The checklist is short, but every item has to hold in every format the client receives.
- Logo and agency name. A logo that works on a white background, and your name in the header and footer.
- One accent color. For headings and highlights. A full palette tends to fight with chart colors.
- No vendor name or links. Check the header, footer, chart captions, the PDF's first and last page and the shared page's title. One "powered by" line or a link to the vendor's login page undoes the rest.
- One language. If the client reads Finnish or German, the whole report should be in that language, dates and labels included. Half-translated reports look like an export.
- Your voice. Commentary in the same tone as your emails. Template text from a tool reads like template text.
PDF or share link?
A PDF is a fixed record. It attaches to an email, survives if you change tools and prints well for a board meeting. Corrections mean sending a new file.
A share link opens in any browser and can always show the latest version, so a correction needs no new email. It reads better on a phone, where many owners open reports. The link usually lives on the tool's domain unless the tool supports custom domains.
A client dashboard with logins shows live data whenever the client wants. That suits clients who like to check numbers themselves, but it is another account to manage per client, and the client sees every dip without your explanation next to it.
Most agencies end up sending a PDF and a link together.
Three ways to produce white label SEO reports
There is no single best tool. The approaches differ mainly in where the time goes: setting up, building each report, or writing the commentary.
1. Reporting dashboard tools
Products such as AgencyAnalytics are built for agency reporting. They connect to many data sources (Search Console, Analytics, ad platforms, social, call tracking), let you design report templates, and typically offer white label options, client logins and scheduled email delivery.
Good for: agencies that report on many channels, not only SEO, and clients who want a live dashboard.
Trade-offs: you build and maintain the templates, and the commentary is still yours to write. The reporting tool is usually separate from your SEO research tool, and pricing typically scales with clients or dashboards, so check current plans.
2. Looker Studio
Google's free Looker Studio connects directly to Search Console and Google Analytics. You design the report yourself, so branding is completely in your hands: your logo, your fonts, your layout, nothing from Google on the page. That makes it the most common answer to "free white label SEO report".
Good for: agencies with someone who enjoys building reports, and clients whose data lives mostly in Google products.
Trade-offs: the free part covers Google's own data. Rank tracking, backlinks or AI visibility usually need a third-party connector, and many of those are paid. Building a good template takes hours, and writing what the numbers mean is still on you.
3. AI-written reports from real data
The newest approach: an AI assistant reads the client's actual data through tool connections, then writes the report, commentary included. You review it and send it.
Good for: small agencies and freelancers whose biggest time cost is the writing, and one-off reports such as an audit for a prospect.
Trade-offs: an assistant without data access invents plausible numbers, so this only works when it fetches every figure from a real source. The judgment about what matters for the client is still yours.
Side by side
| Dashboard tools | Looker Studio | AI-written reports | |
|---|---|---|---|
| Setup effort | Medium: connect sources, build templates | High: build every template | Low: connect data, describe the report |
| Time per report | Low once set up, plus your commentary | Low once set up, plus your commentary | Low: review and edit |
| Commentary | You write it | You write it | Drafted for you, from the data |
| Client logins | Usually yes | Shared Google report | Usually no; PDF or link |
| Scheduled sending | Usually yes | Scheduled email delivery available | Depends on the tool |
| Data beyond Google | Many integrations | Often via paid connectors | Whatever the assistant's tools cover |
Many agencies combine them: a live dashboard for clients who want one, and a written monthly report for the decision-makers who will not open a dashboard.
How to automate the monthly report
Whatever the tool, the same habits cut a report from an afternoon to under an hour: one project per client with Search Console, Analytics and rank tracking connected once, a fixed keyword list agreed at the start, a saved template, and branding set once at the account level. Keep one manual step: read the summary before it goes out.
How SEO Sauna does white label reports
Set your branding once
Owners and admins add the agency name, logo and an accent color under Settings → Organization → Report branding. The logo can be a PNG, JPEG, WebP or SVG file under 140 KB. From then on, every report, PDF export and share link shows your brand. The SEO Sauna name and links into the app do not appear.
Each report is written in one language throughout, headings, labels, dates and footer included. The app and its assistant work in English, Finnish, Swedish and German.
Ask SAM for the report
SAM is the AI assistant built into SEO Sauna. Open the client's project, choose Ask SAM and ask in plain words:
Make the October report for this client. The reader is the owner, not an SEO. Compare Search Console clicks with last month and last year, show the tracked keywords, summarise AI visibility and end with three next steps.
SAM fetches the numbers from the project: Search Console, GA4, rank tracking, site audits and AI visibility results. It may only state numbers it fetched with a tool, and if a tool returns nothing, it says so instead of guessing. The finished report is saved to the project's Reports page. More on how SAM works in Meet SAM.
If your team already works in Claude, ChatGPT or Cursor, you can connect SEO Sauna there over MCP and ask for the same report. Reports saved from those assistants land on the same Reports page with the same branding.
Reuse your format
Save your report structure as a template from the Templates page, reached from the Reports page. When you ask for that kind of report, the assistant follows your sections and tone, so October and November look the same.
Deliver it as a PDF or a share link
From the Reports page, export the report as a PDF to attach to an email, or turn on a public share link. The client opens the link without an account. It always shows the latest saved version, it is not indexed by search engines, and you can switch it off at any time. The shared page shows your brand. Its address is on SEO Sauna's app domain, since custom domains for share links are not offered.
What it costs
The plan is 59 € a month excluding VAT, with 17,000 credits every month, unlimited projects and unlimited teammates. Saving, exporting and sharing reports uses no credits, and neither does reading Search Console data. SAM's replies and fresh data lookups use credits.
A typical client tracked weekly (100 keywords in Google and 30 AI questions) uses about 3,000 credits a month, so the plan covers about five clients at that level. Top-up credits cost 1 € per 1,000. New accounts get 1,000 free trial credits with no card, so you can try a branded report on a real client before paying. The agency page has the full breakdown.
What it does not do
- No scheduled sending. Reports are written when you ask. SEO Sauna does not email them to clients on a schedule.
- No client logins or dashboards. Clients get a PDF or a share link.
- You still own the judgment. Read the summary and recommendations before sending.
If scheduled delivery or a client portal is a hard requirement, a dashboard tool fits better. For keeping tracking costs down across many clients, see rank tracking for agencies.
FAQ
What is a white label SEO report?
A client SEO report that shows only your agency's brand: your logo, name and colors, with no mention of the tool that produced the data. The client sees it as your work.
What should a white label SEO report include?
A summary against the client's goal, Search Console clicks and impressions, rankings for an agreed keyword list, AI visibility if it matters to the client, the work done and next steps. On the branding side: your logo and name, one accent color and no vendor name or links anywhere.
Is there a free white label SEO report tool?
Looker Studio is free and lets you brand reports completely, but data beyond Google's own products usually needs paid connectors, and you build the templates yourself. SEO Sauna has a free trial with 1,000 credits and no card, and saving, exporting and sharing reports uses no credits.
Can I remove SEO Sauna's name from client reports?
Yes. Add your name, logo and accent color under Settings → Organization → Report branding. Every report, PDF export and share link then shows your brand, and the SEO Sauna name and links into the app do not appear.
Can an AI write my white label SEO reports?
Yes, if it reads real data. SAM in SEO Sauna, or Claude or ChatGPT connected over MCP, fetches Search Console, rankings and AI visibility results and writes the report under your branding. Review the summary before you send it.
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