SEO tools
SEO software compared: Ahrefs vs Semrush vs Moz vs SE Ranking vs Surfer
The all-in-one platforms and content optimisers overlap heavily. This is what each is best at, who it suits and what it costs, from an agency that pays for several.
No minimum contract · Itemised monthly deliverables · UK team, Fareham HQ · Reporting from your own GA4 & Search Console
Quick answer
Ahrefs
deepest link and keyword data
Semrush
broadest feature set
SE Ranking
best value all-in-one
Scroll for the full shortlist with free tiers and prices.
The shortlist
Platforms and content optimisers
All-in-ones first, then the content tools.
Prices are as shown on vendor sites on 19 October 2026 and change often; we have no commercial relationship with any tool listed.
Ahrefs
Best for: Backlink and keyword research depth
All-in-one SEO suite: backlinks, keywords, site audit, rank tracking. The deepest link and keyword index we use.
Semrush
Best for: Breadth across SEO, PPC and content
All-in-one SEO, PPC, content and competitor research platform with the broadest feature set.
Moz Pro
Best for: Beginners and small teams
SEO suite with keyword research, rank tracking, site crawl and link data; the friendliest interface for beginners.
SE Ranking
Best for: Value for a single site or small agency
All-in-one platform with rank tracking, audit, keywords and AI-search tracking at a lower price than the big two.
Mangools
Best for: Affordable keyword research and tracking
Simple five-tool suite: KWFinder, SERPChecker, SERPWatcher, LinkMiner, SiteProfiler.
Similarweb
Best for: Competitor traffic estimates
Traffic, audience and competitor market intelligence rather than day-to-day SEO.
Surfer SEO
Best for: Freelancers and small content teams
Content editor scoring drafts against top-ranking pages; includes AI writing.
Clearscope
Best for: Editorial teams
Content optimisation and keyword discovery favoured by larger content teams.
MarketMuse
Best for: Topic-cluster planning
AI content planning focused on topical authority across a site.
Frase
Best for: Briefs and outlines
AI research, briefs and content optimisation.
NeuronWriter
Best for: Lowest-cost optimisation editor
NLP-based content optimisation editor.
How to choose
- One small site: free stack (Search Console, GA4, Screaming Frog free) plus one affordable platform
- In-house marketer: SE Ranking, Moz or Semrush depending on budget and whether you run ads
- Agency or large site: Ahrefs and/or Semrush, Screaming Frog paid, a dedicated rank tracker, a reporting platform
- Content team: Surfer or Clearscope for briefs — used with judgement, never as a target
FAQ
Questions we get asked
Ahrefs or Semrush?
Ahrefs for backlink and keyword depth; Semrush for breadth. Agencies often run both.
Is Surfer SEO worth it?
For teams producing a lot of content, yes as a briefing aid; not as a substitute for expertise.
What is the cheapest good SEO software?
SE Ranking and Mangools offer the best value for a single site.
Do I need SEO software at all?
Free Google tools go a long way; paid software adds competitor data, scale and time savings.
Rather have someone run the tools for you?
Our free growth plan uses all of these on your site. You get the findings; we only get paid if you hire us.
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