The Importance of Keyword Monitoring Tools for SEO Agencies: Improve Rankings and Achieve Traffic Goals


Ranking on the first page of Google for a competitive keyword is a super valuable form of traffic in any industry. After all, higher search rankings lead to increased visibility, website traffic, and ultimately, business growth. But achieving those high positions in search engine results pages (SERPs) requires constant monitoring and optimization of your clients’ target keywords. This becomes increasingly time-consuming as your agency takes on more clients and grows. That’s where a keyword monitoring tool comes in handy. In this guide, we’ll discuss how using a keyword monitoring tool can help your agency consistently improve your clients’ SEO rankings and achieve their traffic goals.

Why Keyword Monitoring Tools Are Essential for Agencies

A key part of any search engine optimization strategy is targeting specific keywords that are relevant to the customer journey. But the work doesn’t stop after publishing your clients’ content. Content marketing is a long-term game, and your agency needs to monitor keywords and search rankings long after content has been published to ensure continued success and client retention. Keyword monitoring tools automate this process, making it easier for your agency to track rankings and optimize strategies as you scale.

In addition to optimizing SEO strategies and retaining clients, keyword monitoring tools offer several other benefits for your agency:

  1. Identify fluctuations in rankings: Keyword monitoring tools allow you to quickly respond to any changes in your clients’ rankings and adapt strategies accordingly to maintain their competitive position.

  2. Offset personalization of search results: These tools provide a more objective understanding of keyword performance by offsetting the personalization of search results, giving you a comprehensive view of your clients’ SEO strategies.

  3. Track location-specific rankings: With the rise of “near me” searches, it’s important to track how your clients’ keywords perform in specific regions. Keyword monitoring tools allow for location-specific tracking, helping you craft localized SEO strategies and improve visibility.

  4. Identify keyword opportunities: By monitoring keyword rankings and search trends, you can identify high-performing keywords and create relevant and engaging content around them, opening up opportunities to upsell services to your clients.

  5. Refine PPC campaigns: Keyword monitoring tools provide insights into keyword performance, click-through rates, and conversions, helping you refine clients’ pay-per-click (PPC) campaigns and improve their ROI.

  6. Track competitors’ keywords: Keyword monitoring tools allow you to keep an eye on your clients’ competitors’ rankings, benchmark performance, and uncover new keyword opportunities, giving your clients a competitive edge.

  7. Generate comprehensive reports: These tools help you generate comprehensive reports showcasing keyword rankings, trends, and improvements over time. These reports demonstrate the value of your agency’s services, enhance client satisfaction, and foster better communication.

How to Use Keyword Monitoring Tools Effectively

Effective client communication and collaboration are crucial for a successful keyword monitoring strategy. Here’s a general outline to help you get started:

  1. Have a thorough discussion with your client to understand their business goals, target audience, and marketing objectives. This will help you align their SEO strategy with their specific needs.

  2. Conduct thorough keyword research to identify the most relevant and valuable keywords for your client’s industry. Consider factors such as search volume, competition, and relevance to the client’s products or services.

  3. Define key performance indicators (KPIs) that align with your client’s goals. Common KPIs include keyword rankings, organic search traffic, conversion rates, and visibility in SERPs. Establish benchmarks and targets for each KPI to track progress over time.

  4. Configure your chosen keyword monitoring tool to start tracking the selected keywords. Input the keywords, specify the search engines and locations you want to track, and tag keywords to help organize and filter client data.

  5. Regularly monitor the tracked keywords and analyze important metrics such as keyword rankings, position changes, search volume trends, and organic traffic data. Identify patterns, opportunities, and any declines in rankings or visibility.

  6. Create comprehensive reports showcasing keyword rankings, progress, and performance. Include relevant metrics, charts, and insights, and tailor the reports to meet your client’s preferences and requirements. Use reporting tools that integrate with your keyword monitoring platform to automate the report generation process.

  7. Offer valuable insights and recommendations based on the data to help your clients improve their keyword strategies. Identify areas of improvement, highlight keyword opportunities, suggest content optimizations, or propose adjustments to the overall SEO strategy.

  8. Continuously monitor keyword performance, stay updated on industry trends, and adapt your clients’ strategies accordingly. SEO is an ongoing process, and staying proactive is crucial for maintaining keyword rankings and visibility.

Top Keyword Monitoring Tools

There are several keyword monitoring tools available that can help with tracking and optimizing your clients’ SEO. Here are some of the leading tools:

  1. Moz Pro: Moz Pro is a popular SEO tool suite that includes a keyword tracking feature. It tracks keyword rankings, analyzes search visibility, and provides insights into keyword difficulty and optimization recommendations.

  2. Ahrefs: Ahrefs is another comprehensive SEO tool that offers keyword tracking, competitor analysis, and keyword research features. It provides data on keyword rankings, search volume, keyword difficulty, and related keyword suggestions.

  3. Semrush: Semrush offers extensive keyword tracking capabilities along with backlink analysis, site auditing, and content research tools. It helps you track keyword rankings, discover new keywords, and analyze your clients’ competitors.

  4. Google Search Console: Google Search Console is a free tool provided by Google that offers valuable insights into a website’s organic search performance. It provides data on keyword rankings, impressions, clicks, and click-through rates.

  5. AgencyAnalytics: AgencyAnalytics is a comprehensive SEO reporting and analytics platform that includes a keyword monitoring tool. It allows you to track keyword rankings for multiple search engines and locations, generate comprehensive reports, and integrate data from other marketing platforms.

By using these keyword monitoring tools, your agency can improve keyword rankings, track performance metrics, and optimize SEO strategies for your clients.

Automating Keyword Tracking and Reporting with AgencyAnalytics

To efficiently track your clients’ SEO progress over time, the use of a keyword monitoring tool is essential. AgencyAnalytics offers a dedicated rank tracking and reporting feature that automates the entire process. You can monitor a variety of key performance indicators (KPIs) and track campaign progress in real-time, making it easier to optimize and tailor marketing campaigns. With AgencyAnalytics, you can:

  • Automate regular reports: AgencyAnalytics automatically creates regular reports showcasing keyword rankings, organic search traffic, and other important metrics. This saves your agency time and ensures consistent reporting.

  • Integrate with other marketing platforms: AgencyAnalytics integrates with over 75 marketing platforms, allowing you to combine data from various sources and provide a holistic view of your clients’ performance.

  • Customize client dashboards: You can create fully customizable client dashboards that highlight keyword rankings, website traffic, backlinks, and more. These dashboards can be personalized with your agency’s branding and logo.

  • Monitor important metrics: AgencyAnalytics tracks metrics such as keyword rankings, website traffic, goal completions, backlinks, and revenue attribution. This helps you understand the impact of your optimization efforts and demonstrate the value of your services to clients.

By automating the keyword tracking and reporting process with AgencyAnalytics, you can save time, improve client retention, and optimize your clients’ SEO strategies more effectively.

Client Testimonials

Here’s what some marketing agencies have to say about using keyword monitoring tools and AgencyAnalytics:

  • “The keyword ranking changes—showing massive wins for our clients—never fails to impress them.” – Dr. Richard Girling, CEO, Red Castle Services INC

  • “For local SEO, the aim is to make sure people nearby know about the business and ultimately purchase from them, so brand awareness, engagement, and sales are very important to these clients.” – Michelle van Blerck, Communications Manager, Savvy Marketing Services

  • “Explain the value of content optimization to your clients by letting them know their content is aligned with their ideal customers’ search intent. And this optimization strategy leads to higher visibility and improved customer engagement.” – Guy Hudson, Founder, Bespoke Marketing Plans

  • “Keyword ranking is usually the most impactful, and clients want to see this number continually moving up or remaining steady in a high position.” – Bec Moloney, Senior Account Manager, Redsteps Consulting

  • “Backlinks build the credibility of a website to rank in the industry. As long as they are done carefully, with thought and relevance, it adds a lot of credibility to Google to rank for competitive keywords.” – Peter Magee, Managing Director, PaperStreet Web Design

  • “The rankings section in AgencyAnalytics is a must-see for many of our SEO clients. It helps us track keyword performance over time and demonstrate the impact of our optimization efforts.” – David Friedman, Technical SEO Manager, Richelle Peace


Keyword monitoring tools are essential for agencies looking to improve their clients’ SEO rankings and achieve their traffic goals. These tools automate the process of tracking keyword rankings, identify opportunities for optimization, and provide valuable insights for client reporting and communication. By using keyword monitoring tools like Moz Pro, Ahrefs, Semrush, and Google Search Console, and integrating them with a comprehensive reporting platform like AgencyAnalytics, your agency can efficiently track and optimize your clients’ SEO strategies. This results in improved visibility, website traffic, and business growth. Start using a keyword monitoring tool today and take your agency’s SEO efforts to the next level.