SE Ranking for Agencies: Agency Pack, White Label and Seats

The short version: Growth plus the Agency Pack

SE Ranking is built for agencies first. Its own FAQ describes the ideal user as agencies and in-house teams that need SEO delivery at scale, and the product shows it: white label, client seats, scheduled reports, a lead widget and an agency directory all sit in one add-on. This guide covers what an agency actually gets, what it costs, how client access and white label work, and where SE Ranking's own pages disagree, using the pricing page and help center as of 12 October 2026.

For most agencies the answer is short. Take Growth plus the Agency Pack, billed annually. That is US$2,678.40 plus US$828 a year with the 30-project pack ^[1], and it brings white label, client seats, unlimited scheduled reports, the Lead Generator and a catalog listing. Monthly billing rules the pack out. Everything below explains why that combination fits, what it does not cover, and which details to confirm with sales before you sign.

What it costs, per plan and per client

Core or Growth

Core allows 10 projects and one seat. Growth allows 30 projects and three seats, plus lifetime history and guest links. An agency with more than ten clients, or more than one person doing the work, starts at Growth, and Enterprise adds custom limits for large teams. Growth with the 30-project Agency Pack costs US$3,506.40 a year. Spread over 25 clients, that is about US$140 a client a year, under US$12 a month. Few agencies bill a retainer that small. The tool cost is rarely the problem; the setup and the team habits around it matter far more.

The Agency Pack, and why it is annual only

The pack adds white label for the platform and reports, client seats, the Lead Generator, unlimited scheduled reports with AI summaries and a place in the Agency Catalog. It comes in 30, 50 and 100-project sizes at US$69, US$99 and US$129 a month, so you pick by client count. The help center is blunt about billing: "The Agency Pack can only be added to an annual subscription." ^[2] It is billed annually with the main plan, and on an annual plan some add-ons can only be canceled by support. The pack is included in the trial, which is where you should test it fully.

Staff seats and the one-session rule

Growth includes three seats. Extra seats cost from US$16 on the pricing page, or US$20 a month in the Users FAQ, so a six-person team on Growth pays up to about US$60 a month for three more seats. That is US$720 a year. Budget it. The reason not to economize here is a hard rule: "Only one active session is allowed at a time". Staff who share a login will keep logging each other out. Give every person a seat. The cost per seat is low; the cost of a lost afternoon is not.

Client seats, manager seats and the 10-or-30 question

The number the pages disagree on

The help center says the pack lets you invite up to 10 specialists you cooperate with and that it gives you 10 client seats. The pricing page shows 30 client seats, and the ranking report template page also says 10. That is a real contradiction on a number agencies plan around. Ask sales which number applies before you sign, and get it in writing.

What clients and managers can do

Client seats are view-only. Invited clients cannot create or manage projects or change account information; they see the sections and tools you allow and can export data from those sections ^[3]. That is enough for most clients. Manager sub-accounts are different. They can add and delete keywords, choose engines, change check depth, export, and add or delete projects if allowed. Manager seats count against the plan's user seats, so the rule is simple: plan seats for staff, client seats for clients.

Access, sharing and invitations

The account owner decides which tools each user can open and sets limits for projects, keywords, backlinks, audits and checks per user. Budget limits stop a user from spending the account balance, so set them before a junior runs a hundred reports. By default a project is visible only to its creator, and the owner grants access to others, one project at a time or all at once. Managers can see and edit each other's projects if they have the rights. Review access when people leave.

Invitations have their own quirks. A link is valid for 24 hours, and a pending invite already occupies a seat. There is no resend button for a pending member whose email has not changed; the fix is to delete the seat and create it again. Send invites when people are ready. Departures carry a bigger trap. Projects created by a sub-account belong to it, so when you delete the sub-account, its projects move to the main account and are then deleted, and ownership cannot be transferred in the interface. Ask support to move projects first. Deleted projects can be restored within 30 days, which is a safety net, not a plan.

White label: your domain, your interface, your email

White label connects your domain, customizes the interface and login page, hides help widgets and footer links, and sends reports from your own email, so the entire interface carries your brand ^[4]. The domain has two options. A subdomain of SE Ranking's cloud still shows SE Ranking in the address, while a CNAME on your own subdomain gives a fully branded one, with SSL activated from the settings. Root domains are not supported, so plan on a subdomain.

Branding then takes about fifteen minutes: interface and login page colors, a logo, the company name and the login page language. Footer links to SE Ranking can be removed or replaced with your own. Email is the last piece. White label email settings change the greeting, footer, logo, subject and text of the emails SE Ranking sends on your behalf, and scheduled reports and notifications can go out through your own SMTP server, for example a reports@ address. Send a test first. A branded portal that mails clients from a generic sender undoes most of the work.

Reports clients actually open

Building and branding them

Report Builder creates PDF, HTML and XLS reports from templates or from scratch. Templates cover SEO overviews, rankings, organic traffic, competitors, audits, social media and Google Ads, and reports can run daily, weekly or monthly at a set hour in the recipient's time zone. White label report settings change the header logo, company name, colors and cover page, both for reports and for PDFs exported from other tools. Logos must be JPG, GIF or PNG, 400 by 200 pixels, up to 100 KB. Small details. Clients notice them.

Scheduling, sharing and the portfolio view

A scheduled report can go to up to five email addresses, and with the Agency Pack the number of schedulable reports is unlimited. HTML reports open from a link without a login. Reports are visible only to the user who created them, but the account owner can share templates with the whole team, and shared reports stay limited to accounts under the same main account. For the owner, an account report summarizes all projects at once and works as a weekly portfolio check that clients never see.

Winning new clients: leads, catalog and certification

The Lead Generator

The Lead Generator is a widget that offers visitors a free on-page audit in exchange for their contact details. It comes as a button, pop-up, webform, push notification or modal window, and you paste the HTML code inside the page body; scripts load from SE Ranking's servers unless you use white label. Caching plugins can break the widget, so test after installing.

The Agency Pack includes 100 leads a month, while the product page promises up to 10 free leads per day. The two limits do not match. Watch your count. Each lead carries a status, from new to client, and exports to XLS or CSV. Notifications go to up to 10 email addresses, Zapier can push leads into a CRM, and a daily budget hides the widget when reached.

The Agency Catalog and the Agency Score

The catalog lists agencies with profiles, services, industries, rates, reviews and case studies, and prospects contact them through a form. Listing requires the Agency Pack, and after purchase an application form arrives by email; fill it in completely, because the profile itself earns points. Most of the score sits within an agency's control. Agencies are ranked by an Agency Score of up to 100 points:

• 20 points base
• 10 for Google Partner status
• 20 for site health
• 10 for traffic
• 10 for Domain Trust
• 15 for SE Ranking certification
• 15 for a complete profile

Certification and free training

Certification is the cheapest of those points. The exam has 60 multiple-choice questions, 120 minutes, an 80% pass mark and one year of validity. It is free, open-book and available in English, and a certified agency gains catalog points and a badge. Fifteen points for two hours is a good trade. Academy courses are free for paying and trial users too: the agency tools course runs 30 minutes in 10 lessons, a positioning course covers branding, niching and pricing, and a profitability course uses benchmark data from 186 agencies.

Pitching, selling and setting expectations

SE Ranking's guide to agency pitches starts with competitor research on the prospect: which pages drive traffic, which countries it comes from, and how rankings changed over the past year. The country report compares up to five countries at once. An hour of that gives a pitch real numbers, and prospects notice when you know their top pages. Phanum, a freelancer collective based in Rotterdam, uses SE Ranking for audits, keyword research, monitoring and reporting, and says it also uses the tool in its sales process. The audit becomes the opening move of the conversation, and several agency stories describe the same habit. It costs nothing extra.

Keeping clients patient is the next problem. JOUR J, an agency in Grenoble, names a familiar one: convincing clients to invest when SEO may take up to six months to show results. Its team uses Keyword Research to balance search volume against difficulty and estimate the traffic a client can reach. Forecasts calm nervous clients. Keep them conservative. The vendor's case studies deserve the same care. A UK agency reports saving about £80 per team member after leaving Semrush, and Direction.com, a US veteran-owned agency, reports a tenfold rise in organic traffic for a client. SE Ranking published both. Ask for references before quoting them.

New service lines: AI visibility, local, MCP and the API

SE Ranking's agency page says only one in four agencies currently offers AI visibility as a client service. Every plan tracks AI prompts daily, and the AI Search add-on adds SE Visible for client-facing dashboards. That is a new retainer line. Local work is covered too: every plan includes three Local Marketing locations with listings, reviews and map grids. Locations are visible only to the user who adds them, not shared with colleagues, so agencies with many local clients should plan location ownership before onboarding.

For technical teams, the agency page lists Claude Desktop, Claude Code, Cursor, VS Code, Gemini CLI, Windsurf and Zed among supported MCP clients and promises access to 160+ tools, while the MCP page says 180+. The number varies; the workflow is real. API credits come with every plan, 25,000 on Core and 100,000 on Growth, and one agency case study reports cutting audit time by 70% with the API. That is SE Ranking's own story, so check your own numbers in the trial. Our SE Ranking API guide covers the details.

Moving in: migration and a first month

Annual plans include free assisted migration. Ranking history imports from Semrush, Ahrefs, AgencyAnalytics, AccuRanker and Serpstat, but custom report layouts must be rebuilt, so rebuild them once as house templates and reuse them for every client. Migrate one client first, then the rest. The trial is the right moment to start, because the Agency Pack is included there and nothing is committed yet. A sensible first month looks like this:

• Week one: start the Growth trial, set up the white label domain and build one house report template.
• Week two: migrate two clients and set up their client seats.
• Week three: install the Lead Generator.
• Week four: certify one person and apply for the catalog.

Then decide on annual billing, with real client work behind the choice. One more line of income exists if you recommend the tool: the affiliate program pays 30% on sales from your referral link, so agencies whose clients run SE Ranking themselves can earn back part of their own subscription. Disclose it, because a recommendation that pays you deserves a plain note in the proposal. Clients appreciate that.

How it compares for agencies

The sharpest difference is in reporting. Semrush sells branded reports per report: $10 a month for Base and $20 for Pro, which adds white-labeling and a custom report domain. Twenty client reports on Pro cost $400 a month, or $4,800 a year. SE Ranking's Agency Pack starts at US$69 a month billed annually, US$828 a year, for white label across the platform. Count your reports first.

Directories follow the same pattern. Semrush sells an Agency Partners Platform listing with a branded profile and verified badge at $90 a month, Ahrefs includes an agency directory listing on its Advanced plan, and SE Ranking's catalog listing comes with the Agency Pack, ranked by the Agency Score. Each model rewards a different agency size. Our SE Ranking vs Semrush comparison goes further.

What goes wrong for agencies

Trustpilot reviewers who run agencies describe rank tracking outages that affected client reports and support that was slow to respond. Refunds are not offered. Keep a second data source for the money keywords of your largest clients. The other failures are self-inflicted and avoidable: trying to buy the pack on a monthly plan, which is impossible; sharing logins, when only one session is allowed; deleting a sub-account that still owns projects, which then vanish; and trusting one client-seat figure when the pages disagree. Each one costs a morning to fix.

The bottom line

For small and mid-sized agencies, SE Ranking is the strongest value among the big suites: white label, client access and reporting for under US$12 a client a month on 25 clients, with lead capture and a directory listing in the same pack. It is not flawless. Client-seat figures conflict, logins cannot be shared and refunds are not offered. Commit annually only after the trial, and get the client-seat number in writing. For the full plan math, read our SE Ranking pricing guide.