An SEO report builder for client reports

Build a report in GSC Wizard from your Search Console, GA4 and Bing data, with your own filters, date range and comparison, then share it with a client through a private client portal. For clients who want to look for themselves, give them read-only access to the live dashboards of their own property.

Build your first client report
Any table
Saved as a client report
Per email
Client portal sign-in
Read or Full
Live access per property

How to build a custom SEO report for a client

A report starts as a view you already use in the app, so building one takes three steps and no separate design tool.

1

Build the view

Open the report your client cares about, such as queries, pages, countries, ranking changes, a content group, GA4 LLM traffic or Bing queries, and set the filters, the date range and the comparison period you want to show.

2

Save & share

The share button on the table saves it as a named report, with up to 1,000 rows, the totals and the change against the comparison period. Then you pick a client from your list or add one with an email address and an optional name.

3

Your client signs in

The client is emailed a link to the portal and signs in with a magic link sent to their address. They see the list of reports you shared with them and nothing else from your account.

What your client sees in the report

A shared report opens in the client portal as an interactive page rather than a static file, so the client can sort and search the table instead of scrolling through a screenshot. It is a saved copy of the rows at the moment you shared it, which keeps the numbers in a monthly report fixed once you have sent it.

  • A header with the report title, the property, the date range and comparison period, the row count and when the report was generated
  • Summary cards with the totals and their percentage change against the comparison period, plus charts on the reports that have them
  • A sortable table with a search box, Winning and Losing tabs and 50 rows per page
  • The date until which each report stays available, which is 90 days after sharing unless you extend it

You stay in control of every report

The Shared Reports page in your account lists every report with the clients who can open it. From there you can extend a report, revoke it for everyone, remove one client, or resend the sign-in email to a client who lost it.

The portal has no public link. Every viewer signs in with their own email address, so a report forwarded to the wrong person does not open for them, and revoking access stops it at once.

Report clients do not use a seat on your plan. You can keep up to 50 saved reports per account and delete old ones to make room. The sharing documentation covers the details.

Sharing SEO reports with clients: a report or a live dashboard

Some clients want the monthly numbers and nothing else, while others want to check your work between calls. GSC Wizard has an option for each, and you can use both for the same client.

Shared report Read access to a property
What the client gets The tables you chose to share, in the client portal The full dashboards and reports of the properties you picked
Data A saved copy, fixed at the moment you shared it Live, read with your Google connection
Sign-in Email and magic link A GSC Wizard account, with no Search Console access needed
Seat No seat used One seat per person, however many properties
Google Analytics 4 Any GA4 table you saved Optional per property, switched on by you
Team Management in GSC Wizard showing seat usage, a pending invite and per-property read or full access for a colleague and a client

Team Management with per-property Read or Full access, shown with example data. Neither access level can touch your integrations or billing, or invite other people.

The SEO dashboard behind the reports

A client report is only as good as the analysis behind it. Every connected property sits on one screen with its clicks, impressions and movement against the previous period, so the weekly check across all your clients takes a minute, and each property opens into the reports you build client tables from.

  • Up to ten years of Search Console history on stored properties, so a year-over-year comparison still works long after Google's 16 months have run out
  • Reports that explain a change, such as content decay, keyword cannibalization, ranking changes and branded versus non-branded traffic
  • Content groups and topic clusters, so a report can follow the sections of a site the way your client thinks about them
  • GA4 reports and Bing Webmaster data next to Search Console, and dated annotations that explain a drop on the chart itself
The My Sites grid in GSC Wizard showing four Search Console properties with clicks, impressions and sparklines

Scheduled SEO reports and reports from an AI assistant

The client portal is for reports you put together by hand. Two other routes produce a report without that step.

A weekly report in Slack

A Slack channel can receive a daily, weekly or monthly report for one property, with the headline metrics, the biggest winners and losers, ranking movers and a short list of things to watch. That suits a shared channel with a client or your own team's Monday check. Microsoft Teams receives traffic alerts rather than scheduled reports.

A scheduled GSC Wizard Search Console report posted in a Slack channel with clicks, impressions, CTR, position, top movers and a trend chart

An SEO report generator in ChatGPT or Claude

Through the GSC Wizard MCP server, an AI assistant can run generate_seo_report, which returns a finished HTML report for one property covering the overview, top queries and pages, opportunities, ranking changes, decay, cannibalization and GA4 when it is linked.

The assistant can also deliver a table into the client portal with create_shared_report, create_report_client and manage_report_access, with your own title and columns. When it shares with someone you have never shared with before, GSC Wizard emails you to confirm first, so an assistant cannot send client data to a new address on its own.

The assistant writes the commentary, so read it against the numbers before a client does.

What this report builder does not do

It is better to know this before the trial than after the first client call.

No white-label and no custom domain

Shared reports open on GSC Wizard's own domain and carry its name, and there is no way to put your agency's logo on them. If every report has to look like your own product, a client reporting platform with white-label branding is the better fit, and my comparison of SEO reporting tools shows how each one prices it.

No PDF export

Tables export as CSV or as a self-contained interactive HTML report, which you can download and attach, and charts export as PNG. A client who expects a PDF in their inbox on the first of the month will not get one from GSC Wizard.

No drag-and-drop canvas

You build a report by setting up a view in the app and saving its table, so you cannot lay out a free-form page with text blocks and widgets. Your own commentary goes in the email or the call that comes with the report.

Organic search only

The data comes from Search Console, GA4, Bing Webmaster Tools and Yandex Webmaster. There are no Meta, LinkedIn or other social sources, and no backlink index, so one report across all of a client's channels needs a second tool.

Frequently asked questions

Can I white-label the client reports?
No. GSC Wizard has no white-label option and no custom domain. Shared reports open in the client portal on GSC Wizard's own domain and carry its name. If every report has to show your agency's logo on your own domain, a client reporting platform such as AgencyAnalytics, DashThis, Swydo or Whatagraph is the better fit.
Is a shared report live, or a snapshot?
A shared report is a saved copy of the table at the moment you saved it, with its date range and comparison stated at the top. If a client should see current numbers whenever they look, invite them to their property with Read access instead, which gives them the live dashboards.
Does my client need a Google or Search Console login?
No. A report client signs in to the portal with their email address and a magic link, and sees only the reports you shared with them. A client invited with Read access sees your Search Console data without needing Search Console access of their own.
Can I export a client report as a PDF?
No. There is no PDF export. Every exportable table can be downloaded as CSV or as a self-contained interactive HTML report, and saved to the client portal.
How many client reports can I keep?
Up to 50 saved reports per account. A report saved from the app holds up to 1,000 rows, and one created through the MCP server up to 5,000. Each report stays available for 90 days by default, and you can extend or revoke it at any time.
Is the report builder included in every plan?
Yes. Every plan has every feature, including shared reports and the client portal. Plans differ in how many properties you track and how many people you invite, as the pricing page shows. There is a 7-day free trial with no credit card.

Related reading

More on reporting SEO results to clients.

What to put in a client report

A section-by-section template for AEO and SEO reporting, and what each number can prove.

Read playbook

The best SEO reporting tools

Ten SEO reporting tools compared on data source, Search Console depth, white-label delivery and price.

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