With so many powerful all-in-one SEO toolkits available on the market today, it’s hard to know which one is right for you. That’s why I created this in-depth SEO Toolkit Comparison Report!
Consider this comparison report like a “State of the SEO Toolkit Industry.” 😊
This SEO toolkit comparison report is loaded with helpful tables, metrics, facts, key figures, and infographics that should help you quickly sift through all of the noise and get to work with these SEO tools!
That’s right… I already did the work for you. I researched and collected all of the data and statistics for 21 SEO toolkits, and then broke it all down into nice little tables that you can browse below! 😎
By the end of this report, you should be able to find the best SEO toolkit for your needs!
What is an SEO Toolkit?
SEO toolkits are all-in-one Search Engine Optimization software packages that combine and integrate lots of individual SEO tools.
If you’re new to SEO, or you want to dive deep into SEO tools, make sure to check out our comprehensive SEO tools guide that contains a crazy amount of techniques, tips, and tricks you can start using immediately. 🤪
I also go into depth about my SEO toolkit recommendations at the end of that guide.
List of SEO Toolkits
To help make comparing the SEO toolkits more manageable, I’ve broken down the comparisons into several bite-sized topics below.
PRO TIP: The data below is a snapshot of what I could find at the time I researched these services. Most of these metrics come directly from each company’s own website, as listed on their home page, pricing pages, contact page, about pages, promotional materials, or from their LinkedIn profile. I gave it my best shot, but could have made mistakes… 😢 so, please use this data accordingly!
Each topic below includes its own data table with corresponding comparisons.
PRO TIP: If you’re using a small screen (e.g. on a mobile device) and can’t see the entire table all at once, make sure you scroll all the way to the right of the table so you don’t miss anything.
Let’s dive right into the comparisons…
Type & Free Trial Comparison
Let’s start with a simple list of each SEO toolkit software package that compares the toolset type and what type of free trial, if any, is available.
| SEO Toolkit | Type | Free Trial |
|---|---|---|
| SE Ranking | Browser-based | ✔ 14 days |
| Serpstat | Browser-based | ✔ 7 days + free limited plan |
| Semrush | Browser-based | ✔ 7 days + free limited plan |
| Mangools | Browser-based | ✔ 10 days |
| WebCEO | Browser-based | ✔ 14 days |
| Raven Tools | Browser-based | ✔ 7 days |
| Moz | Browser-based | ✔ 30 days |
| SpyFu | Browser-based | ❌ 30-day money-back guarantee |
| Ahrefs | Browser-based | ✔ Free limited plan |
| Long Tail Pro | Browser-based | ❌ $8 for 8 days trial |
| Wordtracker | Browser-based | ✔ 7 days |
| Majestic | Browser-based | ❌ 7-day money-back guarantee |
| AuthorityLabs | Browser-based | ✔ 14 days |
| Ubersuggest | Browser-based | ✔ 7 days |
| SEO PowerSuite | Windows/Mac/Linux Download | ✔ 7 days + free limited plan |
| Netpeak Software | Windows Download | ✔ Free limited plan |
| Screaming Frog SEO Spider | Windows/Mac/Linux Download | ✔ Free limited plan |
| Rank Math | WordPress Plugin | ✔ Free limited plan |
| SEOPress | WordPress Plugin | ✔ Free limited plan |
| AIOSEO | WordPress Plugin | ❌ 14-day money-back guarantee |
| Yoast SEO | WordPress Plugin | ✔ Free limited plan |
It’s worth noting that most WordPress SEO plugins are not usually general-purpose all-in-one SEO toolkits, since they are often specific to the WordPress platform.
That said, some of the WordPress plugins are feature-rich. And some plugins even integrate with the other one-stop SEO toolkits listed above.
Prices & Plans Comparison
SEO services usually offer multiple plans and pricing tiers meant for different types of users, but the plan names and annual costs below should give you a good idea of how they compare with each other.
PRO TIP: Most sites offer a substantial discount if you choose to pay annually. To do apple-to-apple comparisons, I’ve used the annual-discounted rate when available, and converted any monthly rates into annual rates, rounding to the nearest dollar.
Plans marked with a caret (^) mean that a one-time “lifetime” payment is also available, in addition to a subscription option.
Some sites allow you to include add-on features and increase limits in addition to the standard plans, which can change the total cost.
Also, please be aware that these companies might run deals, discounts, or other types of promotions that could affect the prices shown below.
All prices are in USD and are per year!
| SEO Toolkit | Cheapest Plan / Year | Other Plans / Year |
|---|---|---|
| SE Ranking | Essential ($470) | Pro ($1,046) Business ($2,294) |
| Serpstat | Lite ($660) | Standard ($1,428) Advanced ($2,868) Enterprise ($4,788) |
| Semrush | Pro ($1,199) | Guru ($2,299) Business ($4,499) |
| Mangools | Basic ($359) | Premium ($539) Agency ($1,079) |
| WebCEO | Startup & Agency Unlimited ($996) | Corporate ($3,012) |
| Raven Tools | Small Biz ($468) | Start ($948) Grow ($1,668) Thrive ($2,988) Lead ($4,788) |
| Moz | Local ($168) | Pro ($1,188) STAT ($8,640) |
| SpyFu | Basic ($396) | Professional ($696) Team ($2,388) |
| Ahrefs | Lite ($990) | Standard ($1,990) Advanced ($3,990) Enterprise ($9,990) |
| Long Tail Pro | Starter ($147) | Pro ($268) Agency ($588) |
| Wordtracker | Bronze ($204) | Silver ($456) Gold ($648) |
| Majestic | Lite ($500) | Pro ($1,000) API ($4,000) |
| AuthorityLabs | Plus ($588) | Pro ($1,188) Pro Plus ($2,700) Enterprise ($5,400) |
| Ubersuggest | Individual ($348)^ | Business ($588)^ Enterprise / Agency ($1,188)^ |
| SEO PowerSuite | Professional ($299) | Enterprise ($499) |
| Netpeak Software | Spider Starter ($84)^ | Checker Basic ($96)^ Spider Advanced ($144)^ Checker Pro ($264)^ Pro Bundle ($264)^ Max Bundle ($360)^ |
| Screaming Frog SEO Spider | Paid ($209) | None |
| Rank Math | Pro ($59) | Business ($199) Agency ($499) |
| SEOPress | PRO ($49) | Insights ($99) Bundle ($128) |
| AIOSEO | Basic ($50) | Plus ($100) Pro ($200) Elite ($300) |
| Yoast SEO | Premium ($99) | Subscription ($229) |
Company Info Comparison
Here’s a breakdown that shows a comparison of a bunch of SEO company information.
It includes stats about when each SEO toolkit company was founded and/or the starting year of their service, along with their founding location and/or headquarters, and who they are owned by.
| SEO Toolkit | Start Year | Headquarters | Owned By |
|---|---|---|---|
| SE Ranking | 2012 | London, England, United Kingdom | SE Ranking |
| Serpstat | 2013 | Odesa, Ukraine | Netpeak Group |
| Semrush | 2008 | Boston, Massachusetts, USA | Semrush |
| Mangools | 2014 | Bratislava, Slovakia | Itrinity |
| WebCEO | 2000 | Sheridan, Wyoming, USA | WebCEO LLC |
| Raven Tools | 2007 | Nashville, Tennessee, USA | TapClicks, Inc. |
| Moz | 2004 | Seattle, Washington, USA | Moz, Inc. |
| SpyFu | 2006 | Scottsdale, Arizona, USA | SpyFu, Inc. |
| Ahrefs | 2010 | Singapore | Ahrefs Pte. Ltd. |
| Long Tail Pro | 2011 | Reno, Nevada, USA | Long Tail Media, LLC |
| Wordtracker | 1998 | London, England, United Kingdom | Wordtracker LLP |
| Majestic | 2004 | Birmingham, England, United Kingdom | Majestic-12 Ltd |
| AuthorityLabs | 2008 | Bellevue, Washington, USA | Traject |
| Ubersuggest | 2021 | Las Vegas, Nevada, USA | Neil Patel Digital, LLC |
| SEO PowerSuite | 2005 | Minsk, Belarus | Techfusion LTD |
| Netpeak Software | 2010 | London, England, United Kingdom | Netpeak Group |
| Screaming Frog SEO Spider | 2010 | Oxfordshire, United Kingdom | Screaming Frog Ltd |
| Rank Math | 2020 | New Delhi, India | Rank Math |
| SEOPress | 2017 | Anglet, France | SEOPress |
| AIOSEO | 2007 | West Palm Beach, Florida, USA | Semper Plugins, LLC, Awesome Motive Inc. |
| Yoast SEO | 2010 | Wijchen, The Netherlands | Yoast BV |
Users & Clients Comparison
Next up is a detailed comparison of the number of users and notable current (or past) clients for each SEO toolkit.
Some companies refer to their users as subscribers, and most don’t differentiate between currently-active users versus lifetime user totals.
| SEO Toolkit | Users / Subscribers | Clients |
|---|---|---|
| SE Ranking | 700,000+ | Bed Bath & Beyond, Wargaming.net, Zapier, Hunter Engineering Company, Trustpilot, Cars.com |
| Serpstat | 400,000+ | Uber, Samsung, AT&T, Philips, Shopify, Deloitte, Lenovo, Rakuten, L’Oréal, Adidas, Udemy |
| Semrush | 10,000,000 | Tesla, Apple, Decathlon, P&G, Samsung, IBM, Walmart, Amazon, Quora, GE, Vodafone, Forbes, Booking.com, LearnWorlds |
| Mangools | 1,100,000+ | Airbnb, Xerox, Alexa, The Home Depot, Adidas, Skyscanner, RetailMeNot, The Motley Fool, BNP Paribas, RocketInternet |
| WebCEO | 1,400,000+ | FitSmallBusiness, Ent, Coalition, TechWyse, James Free Jewelers, Oltech Solutions, Agnew Group, SEO Simple, The Think Tank, Juniper Research, University Australia |
| Raven Tools | “Thousands” | Trio, Reach Local, Vertical Rail, Gannett, Edelman, True North, Thomson Reuters, Voltage, Bear Group, Th@t Company |
| Moz | Not listed | Zillow, Trivago, Alaska, Razorfish, Aaron’s, 99designs |
| SpyFu | 200,000 | Adobe, Amazon, Microsoft, SalesForce, Twilio |
| Ahrefs | Not listed, but the site shows “+11,810 accounts created in the last 7 days.” | Facebook, eBay, Tripadvisor, HuffPost, LinkedIn, Adobe, Expedia, Uber, Pinterest, Shopify, SurveyMonkey |
| Long Tail Pro | 70,000+ | Aol, Pitcher, Heinosoft, PremiumWeb, Shanti Travel, Fitvolution, Semtrix, La Poste, Traffic Builders, Online PR Media, NichePursuits, American Golf |
| Wordtracker | Not listed | Not listed |
| Majestic | Not listed | Not listed |
| AuthorityLabs | “Thousands” | Mint, Symantec, Encyclopedia.com, Choice Hotels International, Jobing.com |
| Ubersuggest | 50,000 | Nike, Twitter, Microsoft, Dell, Adobe, eBay, Shopify |
| SEO PowerSuite | 2,000,000+ | Amazon, Disney, Microsoft, GE, Apple, MasterCard, IBM, Nestle, Siemens, Cisco, Intel, Audi, HP, Heineken, Napster, 3M, Toshiba |
| Netpeak Software | 150,000+ | Shopify, Reuters, Reply, iProspect |
| Screaming Frog SEO Spider | “Thousands” | Apple, Google, Disney, Amazon, Distilled, Seer |
| Rank Math | 1,500,000+ | WebMD, Twitch, H&M, AppSumo, Jeep, DepositPhotos |
| SEOPress | 250,000+ | GoDaddy, HubSpot, Neil Patel, Microsoft, WPBeginner |
| AIOSEO | 3,000,000+ | Nestle, Kingsford, Brita, Burt’s Bees, Carnegie Mellon University, Clorox, Glad, Hidden Valley Ranch, SlimFast, FindLaw, Fresh Step |
| Yoast SEO | Not listed | 13 million websites |
Infographics & Ads Comparison
Below you’ll find a handful of infographics and informative ads created by the SEO toolkit companies that highlight some interesting facts, figures, and statistics. I’ve also included some screenshots of interesting stats and metrics, in cases where I couldn’t find existing promo materials for a site.
PRO TIP: If you don’t see the infographic pictures or informative ad images here, it could be because you have an ad blocker that is blocking them from appearing. If that is the case, simply temporarily disable your adblocker for this page to see these images.
SE Ranking:
Serpstat:
Semrush:
WebCEO:
SpyFu:
Ahrefs:
Majestic:
Rank Math:
Features Comparison
Most SEO tools can be broken down into a few main categories:
As you can imagine, there is a ton of category overlap for these SEO toolkits with highly-integrated tools. So, rather than try to create a canonical bucket for each feature, I went ahead and simply described each toolkit’s basic feature set to give you an idea of what they offer.
PRO TIP: When available, I tried to use the company’s own wording or its branded name for a toolkit feature. Thus, some toolkits might describe a set of features using just one or two branded words, while others might describe the same set of features in more detail using say 10+ words. This doesn’t necessarily mean the former has fewer features or the latter has more features!
| SEO Toolkit | Features |
|---|---|
| SE Ranking | Keyword Rank Tracker, Keyword Research, Backlink Checker, Backlink Monitor, Competitive Research, Website Audit, On-page SEO Checker, Page Changes Monitor, Marketing Plan, Keyword Grouper, Social Media Analytics, Index Status Checker, SEO Potential, Keyword Suggestions, Traffic Analysis, White Label Report Builder, Lead Generator, Guest Link, API |
| Serpstat | Keyword Research, Keyword Trends, Batch Analysis, Rank Tracking, Competitor Analysis, Analysis of Contextual Advertising, Backlink Analysis, Site Audit, Page Audit, Keyword Clustering, Text Analytics, Checklists, Custom Reports, SERP Crawling, Search Volume Crawling Service, Team Management, API and Integration, Local SEO, SEO Checker browser extension, Search Engine Storm, AI content editor tools, White Label reports |
| Semrush | Keyword Research, On-page SEO, Competitor Analysis, Content Marketing, Local SEO, Rank Tracking, Social Media Management, Link Building, Competitor SEO Analysis, Content Creation and Distribution, Content Optimization, Content Marketing Analytics, Market Analysis, Paid Advertising, Competitor PR Monitoring, PPC Keyword Research, Website Monetization, Backlink Analytics, Listing Management, Backlink Audit, Backlink Gap, Bulk Analysis, Domain Overview, Keyword Gap, Keyword Magic Tool, Google Data Studio connectors, Log File Analyzer, Organic Research, Position Tracking, Site Audit |
| Mangools | KWFinder, SERPChecker, SERPWatcher + Whitelabel, LinkMiner, SiteProfiler, SEO Browser Extension, SERP Volatility Checker, SERP Simulator |
| WebCEO | Rank Tracking, Keyword Research, Site Audit, SEO Content Assistant, Internal Links, Backlink Checker, Toxic Link Checker, Competitor Backlink Spy, Content Submission, Traffic Analysis, Social Analytics, Competitor Metrics, Quick Domain Analysis, SEO Checklist, Email Alerts, Multilingual Interface, Third-Party integrations and connectors |
| Raven Tools | Site Auditor, Keyword Research, Competitor Research, Backlink Analysis, Link Spy, SERP Rank Tracking, SEO Data, Reporting (PPC, Social, Email, Call Tracking), Google Data Studio, Marketing Reports |
| Moz | Keyword research, Link research, Technical SEO audits, Weekly rank tracking, Automated custom reports, daily rank tracking, granular data, segmentation, Local SERPs, Mobile SERPs, API, Competitor intelligence |
| SpyFu | Competitor analysis, Rank tracking, Backlinks builder, SERP analysis, Keyword research, Compare domains, PPC (Google Ads Advisor, Ad history, Google Ads templates), Traffic analysis, Keyword grouping, Backlinks outreach, SEO & PPC reports, White label reports, Scheduled reports |
| Ahrefs | Site Explorer, competitor analysis, Keywords Explorer, Site Audit, website optimization, Rank Tracker, Content Explorer |
| Long Tail Pro | Keyword Research, SERP Analysis, Rank Tracker, Backlink Analysis, Site Audit |
| Wordtracker | Keyword Tool, Inspect Tool, Niche Explorer, Search trends, Competition Metrics, Related terms, SERP preview, API, Scout browser extension |
| Majestic | Site Explorer, Backlink History, Flow Metric History, Topics, Clique Hunter, Bulk Backlinks, Keyword Generator, Keyword Checker, Search Explorer, Neighborhood Checker, Experimental tools, Submit URLs, Custom Reports, Link Graph, Related Sites, API |
| AuthorityLabs | Rank Tracker, Local SEO, Mobile Rank Tracking, Competitor Monitoring, Google Data Studio |
| Ubersuggest | SEO Analysis, SEO Checker, Site Speed, SEO Audit Report, Backlink Checker, Rank Tracking, SEO Opportunities, Keywords Generator, Keyword Visualization, AI Writer, Chrome Extension |
| SEO PowerSuite | Windows/Mac/Linux desktop app (not browser-based), Rank Tracker, WebSite Auditor, SEO SpyGlass, LinkAssistant, keyword research, competitor rank tracking, backlinks, on-page data, mobile SEO, local & global SEO, social media stats, content optimization, analytics, reports, task scheduler, white-labeling reports, API, cloud storage, Google AdWords integration, Google Analytics integration |
| Netpeak Software | Windows desktop app (not browser-based), Website optimization, On-Page SEO parameters, Google Analytics, Yandex Metrica, SERP scraping, Bulk tool, CAPTCHA auto-solving, Traffic estimation, Contact data search, Data segmentation, Google Search Console, Site scraping, Sitemap generator, Multi-domain crawling, SEO Audit, White Label, Spell Check, Google Drive, Google Sheets |
| Screaming Frog SEO Spider | Windows/Mac/Linux desktop app (not browser-based), Find broken links, Audit Redirects, Page Analyzer, Discover duplicate content, Extract data with XPath, Review Robots, Generate sitemaps, Integrations (Google Analytics, Google Search Console, PageSpeed Insights), Craw JavaScript websites, Visualizations, Scheduled Audits, Crawl comparisons |
| Rank Math | WordPress plugin, Setup Wizard, Content AI, SEO Analytics Module, Google Index Status, Google Analytics 4 Integration, Rank Tracker, Position History, Ranking Keywords for Posts, Schema Generator, Schema Validator, Knowledge Graph Meta Data, Keyword Comparison, WooCommerce, Google Trends, Sitemap Generation, Image SEO, Local SEO, Content Analysis, Reporting, Client Management, Page Speed Tracker, Social, Search Engine Submission, Bulk Tools |
| SEOPress | WordPress plugin, Optimization (Meta, E-Commerce, Crawling, RSS), Sitemaps, Breadcrumbs, URL Rewriting / Redirects, Schemas, Google Analytics / Optimize / Suggest / Page Speed / Inspect URL, Broken Links, 404 monitoring |
| AIOSEO | WordPress plugin, SEO Audit Checklist, TruSEO On-Page Analysis, Local SEO, WooCommerce SEO, Social Media Integration, Smart XML Sitemaps, Social Media Integration, Custom User Roles, Rich Snippets Schema |
| Yoast SEO | WordPress plugin, Technical SEO, Site optimization, Avoid dead links, Previews for Twitter / Facebook, Quality suggestions, Link suggestions |
Recommendations
You’ve now reached the end of the SEO Toolkit Comparison Report! Congrats!
Based on my personal experience trying out many of these software packages and using them for this site, I recommend signing up for the free trial or free plan of either Semrush, Ahrefs, SE Ranking, or Serpstat.
If you’re looking for a Windows/Mac/Linux desktop application, I recommend SEO PowerSuite.
And if you’re looking for something that’s easy on your wallet, but perhaps a bit more on the simplified side, I recommend you check out Mangools.
For a more thorough list of my recommendations, and for a ton of SEO tips and tricks, check out our SEO Tools Guide.
Whatever SEO toolkit you end up choosing, I think you’re going to be blown away by the SEO tools and features that are available to you with just a click of a button! 🤯
Enjoy! 😊
