The best Semrush alternative depends on what you need. SE Ranking gives the most tracked keywords for the money, Ahrefs is the strongest pick for backlink research, and Moz Pro is the gentlest option for beginners. If you want something free, Google Search Console plus Ahrefs Free covers the basics for your own site, but neither replaces Semrush for competitor research.
Prices and limits below were checked on 5 November 2026 and are in US dollars. Tax may be added at checkout depending on where you live. Plans change often, so check the vendor page before you buy.
Quick picks by use case
| If you need… | Look at | Why |
|---|---|---|
| Lowest cost per tracked keyword | SE Ranking Core | 2,000 keywords from $103.20/month billed annually* |
| Backlink research | Ahrefs | Built around Site Explorer and backlink data |
| A gentle start for a small site | Moz Pro Standard | $79/month billed yearly |
| The cheapest paid way in | Ahrefs Starter | $29/month, but limited |
| Zero spend | Google Search Console + Ahrefs Free | Own-site data only |
| An agency with many sites | SE Ranking Growth, Moz Large or Semrush Guru | Higher project and keyword limits |
Why people look beyond Semrush
The main reason is limits against price. Semrush Pro costs $139.95 a month and allows 5 websites and 500 tracked keywords. A freelancer with several client sites hits that ceiling quickly. Others want a tool that does fewer things better, such as backlinks only. If you are weighing the cost of staying, our Semrush promo code guide shows what discounts are on offer.
How we chose these alternatives
A tool made the list if it covers at least some of Semrush’s core jobs (keyword research, rank tracking, backlinks, site audits or competitor research), has an official pricing page, and is regularly named in independent comparisons. We did not run hands-on tests for this article. Figures come from official pricing pages unless stated, and we separate verified limits from vendor marketing claims. Where a figure could not be confirmed, we say so rather than guess.
Semrush and its main alternatives side by side
| Entry-level plan | Semrush Pro | Ahrefs Lite | SE Ranking Core | Moz Pro Standard |
|---|---|---|---|---|
| Monthly price | $139.95 | $129 | $129 ($103.20 annual) | $99 ($79 annual) |
| Tracked keywords | 500 | 750 | 2,000* | Not confirmed |
| Sites or projects | 5 websites | 5 unverified, unlimited verified | 10 projects* | Not confirmed |
| Crawl allowance | 100,000 pages/month | 100,000 credits/month | Not confirmed | Not confirmed |
| API | Business plan only | Included (API and MCP) | Add-on from $45/month | Not confirmed |
| Free option | None confirmed | Ahrefs Free | 14-day trial | $49 Starter plan |
These plans are not like for like. They differ in keywords, projects, users and included modules, so a lower headline price does not always mean better value.
Tracked keywords at entry level
Tracked keywords included in each entry plan. *SE Ranking figure from a third-party capture dated 28 October 2026. Moz Standard not confirmed.
Best free Semrush alternatives and free tiers
“Free” means different things. A trial ends. A free tier stays but is limited. Do not treat them as the same.
| Tool | Type | What you get | Main limit |
|---|---|---|---|
| Google Search Console | Truly free tool | Clicks, impressions and queries for your own site | No competitor, backlink or keyword research data |
| Ahrefs Free | Free tier | Limited Site Explorer and Site Audit | Keyword, rank tracking and AI features are paid |
| Moz Starter | Low-cost plan ($49/month) | 20 tracked URLs, 50 keyword rankings, 75 Link Explorer queries/month | Very low query limits |
| SE Ranking | Free trial | Paid features for 14 days | Ends after the trial |
Can Google Search Console replace Semrush? No. It shows exact performance data for your own site, but nothing about competitors, backlinks or keyword ideas. A free stack of Search Console and Ahrefs Free is a good start for a new site, not a full replacement.
The alternatives, one by one
1. SE Ranking: best value for tracking
SE Ranking is an all-in-one platform aimed at focused SEO teams and agencies. Core costs $129 monthly or $103.20 a month billed annually. Growth costs $279 monthly or $223.20 billed annually. Every plan starts with a 14-day free trial. Add-ons include an Agency Pack from $69 a month on annual billing and API access from $45 a month.
Best for: freelancers and small agencies who track many keywords. Watch out for: white-label and update-frequency details were not confirmed, so check them in the trial. Weighing it against Moz? Read our SE Ranking vs Moz comparison.
2. Ahrefs: best for backlinks and research
Ahrefs is run by Ahrefs Pte. Ltd. in Singapore. Plans are Starter ($29), Lite ($129), Standard ($249), Advanced ($449) and Enterprise (from $1,499 a month, annual commitment). Annual billing saves up to 17%. Lite includes 750 tracked keywords, 100,000 crawl credits a month, one user and API access. Extra users cost $40 a month each. It does not run discounts and generally does not give refunds.
Best for: link building and content research. Watch out for: low keyword limits at Lite, and one user included. Payment is by card (Visa, Mastercard, American Express, UnionPay). We could not confirm UPI, PayPal or local-currency pricing.
3. Moz Pro: best for beginners
Moz Pro costs $99 a month for Standard ($79 billed yearly), $179 for Medium ($143 yearly) and $299 for Large ($239 yearly). Large includes 3 users, 25 tracked sites, 3,000 tracked keywords a month and 5 million pages crawled a month. Moz is also known for Domain Authority, its own score, which is not a Google ranking factor.
Best for: small businesses that want a simple, familiar tool. Watch out for: Standard plan limits were not confirmed in our sources.
4. Specialist and budget tools
These are cheaper or narrower than Semrush. Pricing changes often, so confirm it on each official page.
| Tool | Best for | What it does not replace |
|---|---|---|
| Ubersuggest | Budget keyword research | Deep backlink index and enterprise reporting |
| SpyFu | Competitor SEO and PPC history | Full site audits and content workflow |
| Similarweb | Competitor traffic intelligence | Technical SEO and rank tracking |
| Majestic | Backlink data only | Rank tracking, audits and keyword research |
| SEO PowerSuite | Desktop-based SEO suite | Cloud teamwork and real-time multi-user work |
| Serpstat | All-round suite on a budget | Depth of a specialist in any one area |
| Surfer SEO | Content optimisation | Backlinks, rank tracking and technical audits |
| Search Atlas | AI and automation-led SEO | Traditional backlink index depth |
The 14 tools in this guide, by category
- All-in-one suites: 5
- Competitor and backlink tools: 3
- Content and AI tools: 2
- Budget keyword tools: 2
- Free tool: 1
- Desktop suite: 1
Price and cost compared
First-year cost of each entry plan
Illustrative only. Excludes tax, add-ons and regional pricing. Ahrefs says annual billing saves up to 17%, but the exact annual price was not captured.
Cost per tracked keyword (monthly)
| Plan | Price used | Keywords | Cost per keyword |
|---|---|---|---|
| SE Ranking Core* | $103.20 (annual rate) | 2,000 | $0.05 |
| Ahrefs Lite | $129 | 750 | $0.17 |
| Semrush Pro | $139.95 | 500 | $0.28 |
Where Semrush’s higher plans sit
| Semrush plan | Price | Websites | Keywords | Crawl pages/month | Notable extras |
|---|---|---|---|---|---|
| Pro | $139.95 | 5 | 500 | 100,000 | 3 scheduled PDF reports |
| Guru | $249.95 | 15 | 1,500 | 300,000 | Historical data, multi-targeting, Data Studio integrations |
| Business | $499.95 | 40 | 5,000 | 1,000,000 | API access, Share of Voice |
Which plan fits? A worked example
Say an agency tracks 12 websites and 1,200 keywords. Here is how the entry and mid plans measure up.
| Plan | Fits? | Reason |
|---|---|---|
| Semrush Pro | No | 5 websites, 500 keywords |
| Semrush Guru | Yes | 15 websites, 1,500 keywords |
| Ahrefs Lite | No | 750 keywords |
| SE Ranking Core | No | 10 projects is below 12 sites |
| SE Ranking Growth | Yes | 30 projects, 5,000 keywords* |
| Moz Pro Large | Yes | 25 sites, 3,000 keywords |
Semrush vs the alternatives: short verdicts
- Semrush vs Ahrefs: Ahrefs wins on backlink focus and cheap entry (Starter, $29). Semrush wins on entry-level project limits at its Pro tier and broader marketing tools.
- Semrush vs Moz: Moz costs less at entry. Semrush offers more included at Pro.
- Semrush vs SE Ranking: SE Ranking Core is cheaper and, on the available data, tracks more keywords.
- Semrush vs Similarweb, SpyFu or Majestic: these are specialists. They complement a suite rather than replace it.
How accurate are these tools?
We found no independent accuracy study that compares Semrush, Ahrefs, SE Ranking and Moz. Treat vendor claims as claims. For example, one comparison site repeats figures of 41.9 billion keywords for Ahrefs and 28 billion for Semrush, but these are not independently verified.
Scores such as Semrush Authority Score, Moz Domain Authority and Ahrefs Domain Rating are each vendor’s own estimate. They are not Google metrics and cannot be compared across tools. Traffic figures are modelled estimates, not exact visits.
AI search tracking is now a buying factor
All four main vendors now sell some form of AI-search visibility tracking. Ahrefs offers Brand Radar and tracked AI prompts. Semrush sells SEO plus AI Search packages. SE Ranking lists AI-prompt limits and an AI Search add-on. Moz positions its Medium and Large plans around AI Search and GEO tools. If this matters to you, compare prompt limits, not just plan names. Teams working on wider growth may also find our guide to B2B marketing for technology companies useful.
How to choose in four steps
- Count your needs. Write down your sites, keywords, users and monthly crawl size.
- Match the main job. Backlinks point to Ahrefs. Tracking at scale points to SE Ranking. A simple start points to Moz.
- Check the extras. API, extra users and reporting are often paid add-ons.
- Test before you pay. Use the trial plan below.
How to test a tool fairly
- Add the same domain and 20 to 50 identical keywords to each trial.
- Use the same location, device and search engine.
- Run a site audit on the same URLs and compare the issues found.
- Compare backlink reports for one mid-sized domain.
- Test exports, scheduled reports and API access where your plan allows.
- Record the date, plan and settings for every result.
How to switch from Semrush
- Export projects, site lists, tracked keywords, locations, devices and tags.
- Export historical rankings before you cancel, where the tool allows it. This is the part most people lose.
- Note your integrations, such as Search Console, Analytics and Looker Studio (formerly Data Studio).
- Rebuild reports and audit schedules in the new tool.
- Run both tools side by side for at least one ranking-update cycle.
If you also use SEO data to judge demand before launching a product or campaign, our piece on CRM demand shows a similar research approach. For affiliate-style link tracking rather than SEO, see this ClickMagick alternative guide.
Frequently asked questions
What is the best alternative to Semrush?
There is no single best. Ahrefs, SE Ranking and Moz Pro are the most often listed. Pick by your plan limits and main task.
Is there a free alternative to Semrush?
Partly. Google Search Console is fully free, and Ahrefs Free gives limited site data. Neither covers competitor research in full.
Which alternative is cheapest?
Ahrefs Starter is $29 a month and Moz Starter is $49. Both have tight limits. Per tracked keyword, SE Ranking Core is the cheapest of the suites compared here.
Is Ahrefs worth it?
It is if backlink work is central to you. At $129 a month, Lite gives 750 keywords and one user, so check that matches your workload.
Do authority scores affect Google rankings?
No evidence says they do. They are third-party estimates.
Is a free trial the same as a free plan?
No. A trial is temporary access to paid features. A free plan stays, with limits.
Final verdict
Choose SE Ranking if you track many keywords on a budget, Ahrefs if backlinks drive your work, and Moz Pro if you want a simple start. Stay with Semrush if you need its broader toolkit and your limits fit. Start with the free options, run the test plan, and only then commit.
Last checked: 5 November 2026. Our own links to affiliate programmes, if any, should be disclosed near the top of the page before publishing.