White label means very different things across these products, and the difference decides whether a client ever sees a vendor's name. At the shallow end you swap a logo on a PDF. At the deep end the tool runs on your own domain with your colours and your login screen, and the client has no idea anyone else is involved.
Both get marketed with the same two words. This list says which level each tool actually offers, because agencies routinely buy the first and discover they needed the second. Running one yourself is covered step by step in our white label SEO audit guide.
A note on what we make
We build SEO software, and it is not an audit tool. There is no entry for our own product in the thirteen below, because a page that ranks its publisher first without a genuine category fit is worth less than one that does not mention itself at all.
Distribb appears once, at the end, where the subject changes to the part of an agency stack we do cover. Everything in the list is judged on its own merits.
How we checked this list
All thirteen were loaded on their live sites in August 2026 and screenshotted, so every product here resolved and is real.
One candidate did not survive. RankyFy, which several lists still describe as a white label SEO audit tool, now presents itself as an AI ranking tool for Gemini and ChatGPT. It has moved out of this category, so it is not listed.
The three levels of white label
| Level | What the client sees | Typical cost |
|---|---|---|
| Branded report | Your logo on a PDF, vendor name in the footer | Included on most plans |
| Branded portal | Your colours and logo on a client dashboard | Mid tier |
| Full domain white label | Runs on reports.youragency.com, no vendor trace | Top tier or add-on |
Ask which level is on the plan you are quoted, not which level the product supports. That gap is where the disappointment happens.
Quick answer
- Best full white label at a sensible price: SE Ranking
- Best pure audit tool for resellers: Insites
- Best branded reports on a budget: SEOptimer
- Best value all-in-one: WebCEO
- Best client reporting dashboard: AgencyAnalytics
- Best for agencies managing many sites: Sitechecker
- Best free audit lead magnet: SEOptimer's embeddable tool
- Best enterprise crawler: Lumar
Comparison
| Tool | White label level | Audit depth |
|---|---|---|
| SE Ranking | Full domain | Deep |
| WebCEO | Full domain | Deep |
| SEOptimer | Portal and embed | Moderate |
| Insites | Full domain | Moderate, sales-focused |
| AgencyAnalytics | Full domain | Reporting layer |
| Sitechecker | Portal | Deep |
| MetricSpot | Portal | Moderate |
| Search Atlas | Full domain | Deep |
| Sitebulb | Report only | Very deep |
| Semrush | Report and portal | Deep |
| DashClicks | Full domain | Moderate |
| Vendasta | Full domain | Moderate |
| Lumar | Report only | Enterprise |
1. SE Ranking, the agency default
SE Ranking is the most common answer to this question for good reason. The white label package covers your own domain, logo, colours and even the login screen, alongside a genuinely capable audit, rank tracking and keyword research suite.
For most agencies it is the point where full white labelling stops being an enterprise line item and becomes affordable. The audit itself is thorough enough to hand a client without embarrassment.
Honest limit: full white labelling sits on higher tiers, so check which plan includes the domain-level branding rather than assuming the entry price covers it.
2. WebCEO, the long-standing value option
WebCEO has offered agency white labelling for years, with custom domain reports, branded dashboards and client logins across a full toolset.
It is consistently one of the cheaper routes to a properly branded client portal, which matters when you are carrying the cost across many small accounts.
Honest limit: the interface feels dated next to newer tools, and the data depth trails SE Ranking on larger sites.
3. SEOptimer, the best lead generation angle
SEOptimer does branded audit reports well, and its embeddable audit tool is the standout feature: you put a form on your own site, a prospect enters their URL, and they get a branded audit while you get the lead.
That converts far better than a contact form, and it is the cheapest new business tool most agencies are not using.
Honest limit: the audit is broad rather than deep. It is excellent for the first conversation and not sufficient for the technical work that follows.
4. Insites, built for selling rather than fixing
Insites is designed specifically for resellers who need to show a small business what is wrong with their online presence and sell a service off the back of it, covering SEO, local and now AI visibility.
The reports are built to persuade rather than to instruct, which is the correct design for that job even though it is unusual in this category.
Honest limit: it is a sales tool. Your delivery team will want a real crawler as well.
5. AgencyAnalytics, the reporting layer over everything
AgencyAnalytics is a white label reporting platform first, pulling data from dozens of sources including Search Console, Analytics, Ads and social into one branded dashboard, with its own site audit included.
If your problem is that client reporting eats two days a month across fifteen accounts, this is the category that fixes it.
Honest limit: the built-in audit is lighter than a dedicated crawler. Most agencies use it as the reporting shell and audit elsewhere.
6. Sitechecker, positioned for multi-site agencies
Sitechecker positions itself around agencies managing ten or more client sites, with monitoring, crawling and branded reporting built around that volume.
The change-monitoring side is useful: being told a client's developer broke something before the client notices is worth the subscription on its own.
Honest limit: white labelling is portal-level rather than fully domain-level on lower tiers.
7. MetricSpot, the budget branded audit
MetricSpot runs white label audits across a broad set of checks covering technical SEO, page speed, on-page factors and traffic, aimed at agencies and freelancers who need branded output cheaply.
Published pricing in this category starts around the €25 mark, which puts branded reports within reach of a solo consultant.
Honest limit: a smaller product with less depth than the suites. Fine for the report, not a full agency platform.
8. Search Atlas, white label across a full suite
Search Atlas offers white labelling across a large toolset, including audits, rank tracking, content tools and its automation features, on your own domain.
For an agency wanting one branded platform rather than a branded reporting layer over three unbranded tools, that consolidation is the argument.
Honest limit: breadth over depth on each individual tool, and pricing is on request for the agency tiers.
9. Sitebulb, the deepest audit that is not white label
Sitebulb is included precisely because it breaks the pattern. It is the best explanatory crawler here, prioritising issues and explaining why each matters, with reports you can brand.
It is a report-level white label only, and it is on this list because plenty of agencies audit in Sitebulb and report in something else, which is a perfectly sound arrangement.
Honest limit: no branded client portal. From $18 per month for the desktop tier, so it is cheap to run alongside a reporting platform.
10. Semrush, white label on top of the biggest suite
Semrush offers branded reports and client portal features through its agency tooling, layered over the most comprehensive data set in the market.
If you already pay for Semrush, adding the agency layer is usually cheaper than a second platform.
Honest limit: agency features are add-ons on top of a subscription that starts at $139 per month. The real number lands well above the headline.
11. DashClicks, white label with fulfilment attached
DashClicks combines white label software with white label fulfilment, so an agency can resell both the reporting and the work behind it under its own brand.
For an agency that wants to sell SEO without building a delivery team, that combination is the model. Comparable arrangements are listed in our roundup of SEO reseller programs.
Honest limit: you are outsourcing delivery, so quality is theirs and the margin is thinner than doing it yourself.
12. Vendasta, the platform for reselling at scale
Vendasta is a full reseller platform: white label marketplace, client CRM, reporting and a catalogue of services to sell, aimed at agencies serving many small local businesses.
The audit tool, their snapshot report, is built to open sales conversations and does that job well.
Honest limit: heavy for an agency with twenty clients. It is built for operations selling to hundreds.
13. Lumar, the enterprise crawler
Lumar, formerly DeepCrawl, handles technical audits at a scale the rest of this list cannot approach: very large sites, scheduled crawls, integration into development pipelines.
For an agency whose clients have hundreds of thousands of URLs, this is the tier where audits stop being a PDF and start being infrastructure.
Honest limit: enterprise pricing on request, report-level branding only, and comprehensively overkill for a normal client base.
Choosing without a trial marathon
If you need one branded platform: SE Ranking, or WebCEO if budget is tighter. The wider stack around it sits in our roundup of white label SEO tools for agencies.
If reporting across many tools is the pain: AgencyAnalytics, and audit somewhere else. If positions are the deliverable rather than the audit, our white label rank tracker comparison is the closer list.
If you need to win clients rather than serve them: SEOptimer's embeddable audit or Insites.
If the technical work is the deliverable: Sitebulb or Lumar for the audit, branded reporting layered over the top. Our white label SEO dashboards list goes deeper on the reporting layer specifically, and SEO audit tool covers the non-agency versions of these products. If links are the deliverable instead, our roundup of white label link building services covers that supply side.
The question behind the question
Agencies buy white label audit tools because clients ask what is wrong with their site. The audit answers that, and then someone has to fix it, which is where agency margin actually goes. Agencies that buy the fixing rather than staff it are compared in our white label SEO agencies roundup.
That second half is what we build. Distribb can be white labelled so the content production, publishing and internal linking run under your brand, with a flat cost rather than a per-client fee that climbs as you grow. It does not audit anything, so it sits alongside a tool from the list above rather than replacing one, and there is a 3-day free trial if the fulfilment half is your constraint. Suppliers for the rest of that second half are in our comparison of private label SEO providers.