SEO agency software helps you save time, but high pricing and steep learning curves can still get in the way.

Tools like Assembly, Ahrefs, and Semrush cover the most important parts of SEO work. Assembly handles client management and reporting in one place, Ahrefs gives unmatched backlink insights, and Semrush ties research and technical audits together.

However, most agencies still need a handful of platforms to manage reporting, communication, and content at scale. That’s why I tested dozens of SEO tools to see which ones actually fit how agencies work in practice.

33 Best SEO agency software: At a glance

Each SEO agency tool has its own strengths. Some focus on research and keyword tracking, while others handle reporting or client management. Here’s how the top 33 compare, so you can see which ones are worth adding to your stack:

Tool	Best For	Starting Price (billed monthly)	Key Strength
Assembly	Client management and reporting	$59/month	Unified portal for client work
Semrush	All-in-one SEO and PPC research	$139.95/month	Deep keyword and backlink database
Ahrefs	Backlink and keyword tracking	$129/month	Large backlink index with a clean interface
Surfer SEO	On-page optimization	$99/month	Content editor with NLP recommendations
Clearscope	Content optimization	$129/month	Easy content briefs for writers
Screaming Frog	Technical site audits	$279/year	Fast crawling for audits
Moz Pro	Beginner SEO suite	$49/month	Simple keyword and rank tracking
SEOTesting	SEO split testing	$50/month	Tracks changes to see ranking impact
BrightLocal	Local SEO reporting	$39/month	Citation tracking and local audits
AgencyAnalytics	White-label SEO reporting	$79/month for 5 clients	Client-ready dashboards
Hunter	Link outreach	$49/month	Email discovery for outreach
Similarweb	Traffic benchmarking	$199/month	Market share and referral traffic
BuzzSumo	Content research	$199/month	Finds viral content and influencers
SEOmonitor	SEO traffic forecasting	$116/month	Predictive traffic and performance insights
Nightwatch	Keyword tracking	$39/month	Accurate rank tracking and keyword segmentation
Google Analytics	SEO basics	Free	Foundational tracking tools (with Search Console and Keyword Planner)
Google Search Console	Search visibility and indexing	Free	Query and page-level performance data direct from Google
Google Keyword Planner	Keyword planning	Free	Volume and CPC estimates
Looker Studio	Reporting	Free	Custom SEO dashboards
LowFruits	Keyword research	$29.9/month	Finds low-competition long-tail terms
Majestic	Backlink analysis	$49.99/month	Historical link database
Ubersuggest	Budget-friendly keyword research	$29/month	Simple keyword and site audit features
Keysearch	Affordable keyword research	$24/month	Budget-friendly SEO keyword tool
Yoast	WordPress SEO optimization	$118.80/year	On-page SEO guidance for WordPress
Rank Math	WordPress technical SEO	$64.99/month billed annually	Schema and automation features
Letterdrop	SEO content distribution	$299/month	Publishes and promotes SEO content efficiently
BrandWell (formerly Content at Scale)	AI content creation	$249/month	Bulk content generation optimized for SEO
Webflow	Building websites	$18/month	Visual web builder with SEO-friendly structure
SpyFu	PPC competitor insights	$39/month	Affordable keyword and ad history
Hemingway Editor	Content editing	Free or $25/month	Improves readability
Siteliner	Duplicate content checks	Free or $0.01/page (min $10)	Finds internal duplicate content
Detailed	Browser SEO checks	Free	Quick SEO checks via browser extension
Serpstat	Affordable SEO suite	$69/month	Budget-friendly SEO toolkit

1. Assembly: Best for client management and reporting

What it does: Assembly is a customizable client portal that combines messaging, contracts, billing, task tracking, and AI-assisted client management in one branded space. It replaces scattered tools with a single, organized workspace for agencies and their clients.
Who it’s for: Agencies that want to manage clients professionally without juggling multiple tools or sending endless email updates.

We built Assembly because we’ve seen how scattered tools slow agencies down and make client management harder.

Many teams move between inboxes, spreadsheets, and payment platforms to get basic jobs done, which wastes time and causes details to slip. Assembly brings communication, contracts, billing, and files together in one workspace, giving agencies a clear view of every client relationship.

Clients get their own branded portal where they can log in to review updates, sign contracts, pay invoices, and share files without sending another email.

On September 30, 2025, we launched the beta of the Assembly Assistant to act as your team’s AI-powered colleague. It automatically flags missing documents, reminds staff of overdue jobs, and keeps every client record updated in one place. It also organizes notes and forms so everyone works from the same history, keeping handoffs smooth and cutting down repetitive admin work.

Key features

White-labeled client portals: Give each client a secure, branded login where they can view updates, invoices, and shared files in one place.
Contracts and billing: Send contracts, collect e-signatures, and manage one-time or recurring payments without switching tools.
Automated forms and onboarding: Use templates and client forms to collect details and start projects faster.
Task tracking and light project management: Assign jobs, set milestones, and keep progress visible to your team and clients.
Messaging and file sharing: Keep threaded client conversations, attachments, and updates in a single, searchable record.
Integrations: Connect with Airtable, ClickUp, Calendly, and other popular apps to sync data and automate repetitive jobs.

Pros

Professional branded interface that elevates client experience
Replaces multiple tools for billing, file sharing, and communication
Integrations with Airtable, ClickUp, Calendly, and more

Cons

Smaller teams may find it above entry-level budgets
Geared toward ongoing client relationships rather than one-time projects

Pricing

Assembly starts at $59 per month, with straightforward pricing that scales based on client seats. There are no hidden fees or credit limits. Higher plans include full white-label access, advanced integrations, and automation features for larger teams.

Bottom line

Assembly helps SMB agencies work more efficiently by bringing client communication, contracts, billing, and reporting into one place. It reduces tool fatigue and keeps client work organized without adding complexity. For SEO research and backlink tracking, it pairs well with tools like Semrush or Ahrefs.

2. Semrush: Best for all-in-one SEO and PPC research

What it does: Semrush combines keyword research, backlink analysis, site audits, rank tracking, and PPC data in one platform.
Who it’s for: Agencies that want a single tool to handle most SEO and paid search jobs in one place.

I’ve seen SEO teams use Semrush for everything from quick audits to campaign planning. Its keyword and backlink databases make it a solid starting point for spotting content gaps and competitor trends. Many agencies lean on their keyword gap reports to find missed opportunities and guide early content strategy.

The site audit tool is helpful for catching technical issues before client reviews, with reports that are clear and easy to share. While it’s a capable all-in-one platform, the dashboard can feel dense, and most agencies still pair it with other tools for reporting and client communication.

Key features

Keyword research: Large database with competitor gap analysis
Backlink analysis: Identify and monitor link opportunities
Site audits: Technical SEO checks with client-ready reports

Pros

Comprehensive toolset covering SEO and PPC
Keyword and backlink databases are extensive
Reporting tools save time when preparing for clients

Cons

The interface can feel overwhelming with many features
Higher price point compared to single-purpose tools

Pricing

Semrush offers a limited free tool. Paid plans start at $139.95 per month.

Bottom line

Semrush works well as an all-in-one SEO and PPC platform for agencies. If you want a lighter option for backlinks alone, Ahrefs is a solid alternative.

3. Ahrefs: Best for backlink and keyword tracking

What it does: Ahrefs provides backlink data, keyword research, rank tracking, and site audits.
Who it’s for: Agencies that need a reliable tool for link-building campaigns and competitive research.

Many SEO teams turn to Ahrefs first when analyzing backlinks and competitor performance. Its backlink index remains one of the most comprehensive available, making it a strong foundation for link-building and competitive research. Agencies often use the Link Intersect tool to identify websites that link to competitors but not to their own clients, creating clear outreach opportunities.

I like the Keyword Explorer, which helps uncover search terms that other tools may overlook, giving teams more angles to target in their campaigns. While Ahrefs offers some content insights, it’s primarily valued for backlink data and competitor tracking. Most agencies still need other platforms or client-facing tools when they need reporting or collaboration.

Key features

Backlink Checker: Large and frequently updated index
Keyword Explorer: Research across multiple search engines
Site Audit: Technical health checks with clear reporting

Pros

One of the largest backlink databases
Easy-to-use interface
Strong competitor analysis tools

Cons

Lacks PPC and social data
Pricing can be high for smaller agencies

Pricing

Ahrefs offers some of its tools for free in a limited capacity. Paid plans start at $129 per month.

Bottom line

Ahrefs is a strong choice for backlink and keyword tracking. If you want broader PPC insights, Semrush may be a better fit.

4. Surfer SEO: Best for on-page optimization

What it does: Surfer SEO helps optimize content with real-time keyword, structure, and NLP-based recommendations.
Who it’s for: Agencies that want to refine existing content and build SEO-friendly briefs for writers.

Agencies often turn to Surfer SEO when refining on-page content and optimizing drafts for search intent. Its content editor scores pages in real time and flags missing keywords that competitors already rank for, giving writers clear direction without needing deep SEO expertise. The SERP Analyzer also makes it easy to compare top-ranking pages side by side, saving time on manual analysis.

I usually treat Surfer SEO as a guide rather than a rulebook. It helps improve structure and coverage fast, though its recommendations can feel rigid if you follow every suggestion. For full campaign visibility, most teams I’ve worked with paired Surfer with tools that handle research, reporting, and client communication.

Key features

Content editor: Real-time keyword and structure suggestions
SERP analyzer: Compare competitor content side by side
Content planner: Organize topic clusters around target keywords

Pros

Practical guidance for writers and editors
Speeds up on-page optimization
Clear competitor data for SERPs

Cons

Can feel rigid if followed too closely
Limited beyond content optimization

Pricing

Surfer SEO starts at $99 per month and offers a 7-day money-back guarantee.

Bottom line

Surfer SEO is effective for on-page optimization. If you want broader content planning with briefs, Clearscope is worth considering.

5. Clearscope: Best for content optimization

What it does: Clearscope generates keyword and topic recommendations to improve content relevance and rankings.
Who it’s for: Agencies that want to create SEO briefs and guide writers toward higher-ranking content.

I’ve seen agencies use Clearscope to guide non-technical writers toward SEO-friendly content, and it’s one of my go-to tools for that job. The reports highlight related keywords, readability targets, and structure cues that make optimization approachable without losing a brand’s voice. I also use the Google Docs integration, which lets teams check optimization scores and make edits without leaving their workflow.

Clearscope feels lighter than Surfer SEO, which helps larger content teams roll it out quickly. It’s practical for scaling high-quality content across clients while keeping tone and coverage consistent.

Key features

Content briefs: Keyword and topic recommendations for writers
Readability scores: Guides for tone and structure
Integrations: Works with Google Docs and WordPress

Pros

Easy for non-technical writers to use
Generates clear and actionable content briefs
Integrates into existing writing workflows

Cons

More limited than full on-page optimization tools
Pricing can add up for larger teams

Pricing

Clearscope starts at $129 per month. All plans come with free training and onboarding.

Bottom line

Clearscope helps agencies scale content production with clear SEO briefs. If you need deeper on-page audits, Surfer SEO may be the better option.

6. Screaming Frog: Best for technical site audits

What it does: Screaming Frog crawls websites to find broken links, missing tags, duplicate content, and other SEO issues.
Who it’s for: Agencies that handle technical SEO and need to audit large sites quickly.

Agencies rely on Screaming Frog’s SEO Spider to quickly uncover technical issues that affect rankings across large or complex sites. I use it for full crawls that show how search engines interpret structure, metadata, and internal links, which helps teams prioritize fixes before they impact performance.

It’s a fast way to analyze site health at scale and share actionable reports with developers or clients. I thought the interface was pretty dated, but its depth, speed, and reliability make it a core tool for technical SEO audits and site migrations.

Key features

Site crawling: Detects errors across thousands of pages
Export reports: Easy CSV exports for dev teams
Redirect checks: Flags chains and loops after migrations

Pros

Fast and thorough site crawling
Clear exports for reporting
Reliable for technical audits

Cons

Outdated interface
Limited insights without pairing with other tools

Pricing

Screaming Frog has a free version. The premium plan costs $279 per year.

Bottom line

Screaming Frog is a great choice for technical SEO audits. If you want more user-friendly visuals, AgencyAnalytics offers client-ready reporting.

7. Moz Pro: Best beginner SEO suite

What it does: Moz Pro offers keyword research, rank tracking, site audits, and link analysis in one platform.
Who it’s for: Agencies that want an affordable, entry-level SEO tool with an easy learning curve.

Agencies often start with Moz Pro because it’s straightforward, affordable, and easy to learn. Its Keyword Explorer helps identify long-tail opportunities for clients with smaller budgets, while the domain authority metric simplifies how teams communicate backlink quality and site strength.

Moz Pro doesn’t have the depth of enterprise tools like Semrush or Ahrefs. Still, I think it offers an accessible entry point for growing agencies that need reliable keyword and rank tracking without the complexity or cost of larger platforms.

Key features

Keyword Explorer: Simple keyword suggestions
Link analysis: Domain Authority scoring
Rank tracking: Weekly updates on target terms

Pros

Easy to learn and use
Affordable compared to bigger platforms
Domain Authority metric helps explain SEO to clients

Cons

Smaller database than Semrush or Ahrefs
Limited reporting features

Pricing

Moz Pro offers a 7-day free trial. Then, plans start at $49 per month.

Bottom line

Moz Pro is a solid choice for agencies getting started with SEO. For more advanced campaigns, Semrush or Ahrefs offer deeper data.

8. SEOTesting: Best for SEO split testing

What it does: SEOTesting tracks the impact of site changes on rankings and traffic.
Who it’s for: Agencies that want to measure SEO experiments like new titles, content updates, or internal links.

Agencies use SEOTesting to measure how on-site changes affect rankings and traffic without making assumptions. It simplifies controlled experiments, showing whether updates like new titles, content revisions, or internal link changes make a measurable impact over time.

One thing I like about SEOTesting is that the reports clearly connect cause and effect, making it easier to show clients what changed and why performance shifted. SEOTesting focuses narrowly on testing, but that specialization makes it a reliable way for teams to validate SEO decisions with real data.

Key features

SEO experiments: Measure impact of specific changes
CTR tracking: Monitor click-through rate lifts
Reporting: Simple outputs for clients

Pros

Makes SEO experiments measurable
Easy to set up and monitor
Helps justify recommendations with data

Cons

Limited to testing-focused features
Works best alongside a broader SEO suite

Pricing

SEOTesting offers a free trial for 14 days. Paid plans start at $50 per month for a single site.

Bottom line

SEOTesting is helpful for proving the impact of changes. If you need broader research features, pair it with Semrush or Ahrefs.

9. BrightLocal: Best for local SEO reporting

What it does: BrightLocal tracks local rankings, citations, and online reviews for businesses.
Who it’s for: Agencies managing local SEO for clients like restaurants, law firms, or medical practices.

Many teams rely on BrightLocal to oversee local SEO performance across maps, listings, and reviews. Its local rank tracker reveals how businesses appear in the map pack across different neighborhoods, while the citation tracker flags missing or inconsistent listings that reduce visibility.

The review monitoring dashboard helps agencies connect positive reviews to local ranking gains. BrightLocal focuses squarely on local visibility, which I think makes it a good choice for agencies managing multiple small business clients.

Key features

Local rank tracking: See map pack performance
Citation tracker: Spot missing or inconsistent listings
Review monitoring: Track and analyze client reviews

Pros

Purpose-built for local SEO
Easy reporting for small business clients
Clear visibility into citations and reviews

Cons

Limited outside of local SEO
Some features overlap with free tools

Pricing

BrightLocal offers a 14-day free trial. Paid plans start at $39 per month.

Bottom line

BrightLocal is excellent for local SEO reporting. If you work with larger enterprises, consider Similarweb for broader traffic insights.

10. AgencyAnalytics: Best for white-label SEO reporting

What it does: AgencyAnalytics creates client dashboards that pull in SEO, PPC, and social data.
Who it’s for: Agencies that want client-ready reports without spending hours in spreadsheets.

Agencies often use AgencyAnalytics to simplify client reporting by pulling SEO, PPC, and social data into one place. It connects tools like Google Analytics, Search Console, and rank trackers into customizable dashboards that clients can access anytime without waiting for updates.

Teams use its white-label reports to present rankings, backlinks, and ad spend in one clear view, cutting manual reporting time from hours to minutes. While I don’t think it replaces deeper research tools like Ahrefs or Semrush, AgencyAnalytics remains a dependable reporting layer for agencies managing multiple client accounts.

Key features

White-label dashboards: Client-facing reports
Integrations: Connects SEO, PPC, and social platforms
Scheduled reporting: Automates delivery of updates

Pros

Saves hours on manual reporting
White-labeling makes small agencies look professional
Wide range of integrations

Cons

Limited insights compared to SEO platforms
Can get pricey as client list grows

Pricing

AgencyAnalytics offers a free trial, then the paid plan starts at $79 per month for 5 clients.

Bottom line

AgencyAnalytics is a strong fit for agencies that need polished reporting. If you want deeper SEO data, Semrush or Ahrefs provide more analysis.

11. Hunter: Best for link outreach

What it does: Hunter finds and verifies professional email addresses for outreach campaigns.
Who it’s for: Agencies running link-building campaigns or influencer outreach.

Building reliable outreach lists takes time, which is why many agencies turn to Hunter to automate the process. It finds verified professional emails tied to domains, making it easier to source contacts for guest posting, partnerships, or backlink campaigns at scale.

One thing I like is that the built-in verification feature filters out invalid addresses to prevent bounces and protect deliverability. While Hunter doesn’t handle the outreach itself, it’s a dependable tool for discovering and cleaning contact lists across multiple campaigns.

Key features

Email finder: Pulls addresses tied to domains
Bulk tasks: Handle large outreach lists quickly
Email verification: Filters out invalid addresses

Pros

Saves hours of manual research
Bulk tools scale for agency use
Reduces bounce rates with verification

Cons

Limited outside of outreach
Credits can run out quickly with large campaigns

Pricing

Hunter has a free forever version that gives you 50 credits per month. Paid plans start at $49 per month for 2000 credits. It costs 1 credit to find an email and 0.5 to verify it.

Bottom line

Hunter helps agencies scale link outreach. If you want deeper backlink insights, Ahrefs is a better fit.

12. Similarweb: Best for traffic benchmarking

What it does: Similarweb estimates site traffic, referrals, and audience insights.
Who it’s for: Agencies that need competitive benchmarking for traffic and digital performance.

Agencies often rely on Similarweb to benchmark client traffic against competitors and uncover where audiences are coming from. It estimates traffic sources, referral sites, and engagement metrics to highlight which channels drive growth for other players in the same space.

Teams also use Similarweb’s audience geography insights to shape ad targeting and regional campaigns. And while the data is modeled rather than exact, I think it’s reliable for identifying patterns and opportunities. Many agencies include Similarweb data in client pitches to clearly show market position and competitive performance.

Key features

Traffic estimates: Monthly visits and engagement data
Referral analysis: Shows where competitors get traffic
Audience insights: Geography and demographics

Pros

Clear competitive benchmarks
Useful referral and audience insights
Great for pitching prospects

Cons

Data is modeled, not exact
High price point for smaller agencies

Pricing

Similarweb starts at $199 per month for 1 user and 3 months of historical data.

Bottom line

Similarweb is strong for benchmarking traffic. If you need backlink data instead, Ahrefs is a better option.

13. BuzzSumo: Best for content research

What it does: BuzzSumo tracks trending content and influencer performance across industries.
Who it’s for: Agencies that want to research content ideas and monitor competitors’ most shared posts.

BuzzSumo is a go-to tool for finding what content performs well in any niche. It highlights the most shared and talked-about articles across platforms like LinkedIn and X, helping agencies pinpoint which topics and formats drive engagement before launching new campaigns.

I like that BuzzSumo’s alerts feature also tracks brand mentions and trending keywords, uncovering outreach and backlink opportunities that might otherwise slip by. Though it sits on the pricier side, BuzzSumo remains one of the fastest ways to validate content ideas and understand what audiences respond to.

Key features

Content research: Identify top-performing articles
Influencer tracking: Spot key voices in a niche
Alerts: Monitor mentions and new content

Pros

Great for brainstorming content ideas
Clear competitor insights
Alerts uncover new opportunities

Cons

Expensive for smaller agencies
Limited technical SEO features

Pricing

BuzzSumo starts at $199 per month for 1 user and unlimited searches.

Bottom line

BuzzSumo is useful for content research and ideation. If you need keyword or backlink depth, Ahrefs or Semrush are stronger picks.

14. SEOmonitor: Best for SEO traffic forecasting

What it does: SEOmonitor helps agencies predict, track, and report organic traffic performance.
Who it’s for: Teams that need to connect SEO forecasts with real business results.

Agencies use SEOmonitor to turn keyword research into measurable traffic and revenue forecasts. It connects ranking data with search volume and click-through probabilities to show how much organic growth a campaign can realistically deliver. This makes it easier to set goals, report ROI, and manage client expectations.

The platform also helps teams track ongoing performance against those projections, automatically flagging when rankings or visibility start drifting off target. One thing I will say is that SEOmonitor’s forecasting model takes some setup, so it’s best suited for agencies ready to invest time upfront to get accurate, long-term insights.

Key features

Forecast modeling: Predicts organic traffic and visibility based on keyword targets.
Performance tracking: Measures progress against initial forecasts.
Reporting dashboards: Clear visuals for presenting client outcomes.

Pros

Helps agencies prove SEO ROI before launch
Links keyword tracking with traffic potential
Reliable for managing client expectations

Cons

Learning curve for setup and forecasting models
Custom pricing may limit access for small teams

Pricing

SEOmonitor starts at $116 per month, with plans that scale based on tracked keywords and client accounts.

Bottom line

For agencies focused on strategy and accountability, SEOmonitor is a strong fit alongside traditional SEO suites like Semrush or Ahrefs.

15. Nightwatch: Best for keyword tracking

What it does: Nightwatch offers precise rank tracking, keyword segmentation, and reporting across locations and devices.
Who it’s for: Agencies that need accurate, daily ranking insights across multiple clients and campaigns.

Nightwatch stands out for its precision and flexibility in keyword tracking. I’ve seen agencies use it to monitor rankings across multiple search engines, locations, and devices, which is helpful when clients target several regions. The segmentation options make it easy to group keywords by client, intent, or market, giving teams a clear picture of where growth is happening.

I like how Nightwatch connects ranking data with performance metrics from Google Search Console and Analytics. The dashboard shows impressions, clicks, and visibility trends side by side, which helps translate ranking changes into real results.

Key features

Rank tracking: Accurate daily updates across search engines.
Segmentation: Group keywords by location, intent, or campaign.
Integrations: Connects with Search Console and Analytics.

Pros

Highly accurate rank tracking
Intuitive visual dashboards
Strong keyword grouping for agencies

Cons

Limited beyond tracking and reporting
May lack advanced auditing or content features

Pricing

Nightwatch starts at $39 per month for 250 tracked keywords, with scalable plans for larger agencies.

Bottom line

Nightwatch gives agencies precision and clarity in keyword tracking. It’s ideal for teams that want actionable ranking data without the bulk of an all-in-one SEO suite.

Special mentions

Looking for more specialized or emerging SEO solutions? While the tools above cover the core workflows most agencies need, there are several others I’ve tested that stand out for specific use cases or niche strategies.

Here are more tools worth considering:

Google Analytics: Every agency should keep this in its toolkit. It tracks traffic and conversions accurately and gives you a clear view of how visitors behave after landing on a page.
Google Search Console: One of the most useful free tools available. It provides query-level insights, indexing data, and page-level performance metrics directly from Google.
Google Keyword Planner: A simple but reliable source for search volume and CPC estimates. I find it helpful to combine SEO and PPC research in one place.
Looker Studio: This free reporting tool lets you build clean, client-facing dashboards. It’s ideal for agencies that want full control over visual SEO reports.
LowFruits: A strong choice for small agencies or niche site builders. It finds low-competition long-tail keywords that bigger tools often miss.
Majestic: I use Majestic when I want a detailed view of backlink history. Its Trust Flow and Citation Flow metrics are still valuable for evaluating link quality.
Ubersuggest: A solid entry-level tool for keyword research, content ideas, and light audits. It’s one of the most affordable ways to manage smaller SEO projects.
Keysearch: This tool stands out for its simplicity and cost-effectiveness. It’s a good pick for freelancers or small teams focused on keyword discovery.
Yoast: A must-have for WordPress sites. It walks you through on-page SEO tasks and keeps optimization simple for writers and site managers.
Rank Math: A more technical WordPress SEO plugin that includes schema, automation, and AI-assisted suggestions for deeper optimization.
Letterdrop: I like how Letterdrop helps publish and distribute SEO content efficiently across channels. It saves teams time on outreach and content promotion.
BrandWell (formerly Content at Scale): Built for large-scale SEO content production. It generates long-form articles that agencies can refine and publish faster.
Webflow: A visual web builder that supports SEO-friendly structure out of the box. It’s useful for agencies designing client sites without needing custom development.
SpyFu: Great for seeing how competitors spend on PPC and which keywords they’ve targeted over time. It’s a practical tool for market benchmarking.
Hemingway Editor: A straightforward writing app that improves clarity and readability. I often use it as a final check before publishing SEO articles.
Siteliner: Scans sites quickly for duplicate pages and broken content. It’s a lightweight option for smaller audits and quick health checks.
Detailed: A free browser extension that gives instant SEO insights on any page. It’s handy for quick reviews during meetings or calls.
Serpstat: A budget-friendly SEO suite that covers keyword research, rank tracking, and audits. It’s a good starter platform for growing agencies.

How I tested these SEO agency software tools

I’ve worked with many of these tools as part of my regular stack, and I’ve also tested others across different projects to see how well they fit into an agency workflow. Since the goal here is to highlight practical options, I focused on what matters most when choosing SEO software for agencies.

Here’s what I looked at:

Pricing transparency: Clear plans, no hidden limits on credits or seats
Reporting quality: Does the tool give client-ready outputs or raw data that takes extra work?
Ease of use: How quickly can a team get value without weeks of training?
Client fit: Can I hand this to a client or use it to show value in a way that makes sense to them?

In practice, I used these tools across real campaigns, client reporting cycles, and prospecting work. For some, that meant running full crawls and keyword gap reports; for others, it was about building dashboards or testing how content tools supported writers. That mix of regular use and testing gave me a clear sense of where each tool fits in an agency’s workflow, and where it falls short.

Which SEO agency software should you choose?

As an SEO agency, you’ll rarely find one tool that covers everything you need. The right mix depends on your team size, the types of clients you work with, and how you handle reporting. Choose:

Assembly if you want a branded client portal that brings communication, contracts, billing, and reporting into one place.
Semrush if you need an all-in-one SEO and PPC platform with deep keyword and backlink research.
Ahrefs if competitor analysis and link-building insights are your top priorities.
Surfer SEO if you want real-time guidance for on-page optimization and content structure.
Clearscope if your writers need straightforward SEO briefs and readability scoring.
Screaming Frog if you’re auditing technical SEO issues and want fast, detailed crawling.
Moz Pro if you want a simple, affordable toolset for keyword tracking and link metrics.
SEOTesting if you want to prove whether changes like new titles or internal links affect rankings.
BrightLocal if your clients depend on local map pack visibility and reputation tracking.
AgencyAnalytics if you want ready-to-share dashboards that combine data from multiple SEO tools.
Hunter if you’re building outreach lists and need verified, clean email addresses.
Similarweb if you want traffic and referral benchmarks to show clients their market position.
BuzzSumo if you’re planning content strategies and need to find what performs best in your niche.
SEOmonitor if you want to forecast SEO performance and track progress against traffic goals.
Nightwatch if you need accurate keyword tracking and segmentation across multiple regions.

These pointers make it easier to match the right platform to your agency’s workflow without paying for features you don’t need.

My final verdict

Each of these SEO agency software tools has a place in an agency’s workflow, whether that’s researching keywords, optimizing content, auditing technical issues, reporting results, or keeping clients updated.

Assembly gives SMB agencies a simpler way to manage client work from one place. It unifies contracts, payments, communication, and reporting in a branded portal, creating a clear, professional experience for both teams and clients.

Other tools are stronger for specialized jobs. Semrush and Ahrefs handle research, Surfer and Clearscope support content optimization, and Screaming Frog is reliable for technical audits. BrightLocal is a natural fit for local SEO. The best results come from combining a few of these tools into a stack that matches your clients and the way your team works.

Manage client work more clearly with Assembly

Running campaigns often means juggling SEO agency software, content optimizers, and reporting platforms. The work is complex enough, but client communication shouldn’t add to the confusion.

Assembly positions itself differently by focusing on the client side of the workflow. It gives agencies a branded client portal where clients can securely sign contracts, view reports, pay invoices, and stay updated in one place. The system supports automated onboarding through customizable forms and flows, along with secure messaging for day-to-day communication.

It also connects with tools like Airtable, Calendly, and ClickUp so agencies can keep their existing setup while giving clients a single, organized view of their projects. For agencies, that means less manual admin work and more time spent improving results.

Here’s how Assembly supports SEO agencies:

White-labeled client portal: Present updates and reports under your agency’s brand, not a third-party tool.
SEO report delivery: Upload exports from Semrush, Ahrefs, or Looker Studio directly to a client’s portal so nothing gets buried in email.
Task and milestone tracking: Keep campaign deliverables visible so clients know what’s coming next.
Integrated billing: Send invoices alongside reports so clients see value and payment in the same place.
Team accountability: Assign client-facing jobs to team members and keep the history tied to each account.
File sharing with context: Store keyword research docs, content briefs, or site audit exports where clients can access them without searching threads.

Ready to simplify client management and scale your agency? Start your Assembly free trial today.

Frequently asked questions

What is SEO agency software?

SEO agency software is a digital platform that helps agencies plan, execute, and report on client SEO campaigns more efficiently. It brings together tools for keyword research, content optimization, technical audits, and client management to streamline day-to-day work.

Do you need multiple SEO tools or just one?

Most agencies need multiple SEO tools because no single platform covers research, content, technical checks, and client communication equally well. Using several tools gives you full coverage without gaps in your workflow.

Can free SEO tools work for agencies?

Yes, free SEO tools can handle basic tasks like tracking traffic, visibility, and keyword performance, but they have clear limits and often require supplementing with paid tools.

What’s the cheapest SEO software for agencies?

The cheapest SEO software for agencies is typically Moz Pro, Assembly, or Serpstat, each starting under $60 per month. Free tools from Google, including Analytics, Search Console, and Keyword Planner, also cover basic tracking and keyword needs. Larger agencies with recurring or productized services may find that investing in premium tools saves more time in the long run.

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