What a white-label SEO report should never do

For an agency, the monthly report is the product the client actually sees. It is also the document most likely to be read carefully by someone deciding whether to renew. So it has to hold up.

These are the rules we built into the reports and client portals on our agency plans.

1. Never invent a number

Every figure in the report comes from a record the product already wrote: the changes that were applied, the tasks that were closed, the positions that were measured. Nothing is typed in by hand and nothing is estimated at report time.

The short written summary at the top is checked automatically: if it contains a number that is not in the underlying data, it is rejected and rewritten. Catching an invented figure matters far more than catching awkward phrasing.

2. Never claim the work caused the result

A report that says "our work increased your traffic by 40%" is making a claim the data cannot support, and a sharp client will ask how you know. Ours say what was done and what was observed afterwards, and describe measured impact as pages that grew faster than the rest of the site.

3. Never show a misleading zero

If a data source is not connected, the report says not connected. If it is still collecting its first month, it says still collecting. A zero in either case would read as a collapse and trigger exactly the conversation you do not want.

4. Never rewrite what was sent

Once a report is published to a client, that version is frozen. You can keep editing the draft, and publish a correction deliberately, but the portal and the PDF always show what the client was actually sent — so the archive can never disagree with their inbox.

What stays yours

Your logo, your colours, your subdomain, your name on every page. On the Scale plan and above there is no mention of us at all. See the white-label overview for the details.