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SEO software

Keyword research, audits and rank tracking

Search engine optimisation suites and specialised tools for keyword research, technical audits, backlink analysis and rank tracking. Enterprise suites are powerful but priced for agencies; lighter tools cover most small-business needs.

6 tools

Semrush

SEO

All-in-one SEO and marketing suite for keyword research, competitor analysis, audits and rank tracking.

AI assistantAPI accessReporting & dashboards
4.7Free plan
From $139/mo
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Ahrefs

SEO

SEO toolset known for its backlink index, with keyword research, site audits and rank tracking.

AI assistantRoles & permissionsAPI access
4.6Free plan
From $29/mo
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SE Ranking

SEO

SEO platform centred on daily rank tracking, with audits, keyword research and agency reporting.

AI content generationRoles & permissionsAPI access
4.3
From $129/mo
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Surfer SEO

SEO

Content optimization tool that scores pages against top-ranking results and guides on-page writing.

AI assistantAI content generationAPI access
4.2
From $49/mo
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Moz Pro

SEO

SEO suite with keyword research, rank tracking, site crawls and the Domain Authority link metric.

API accessReporting & dashboardsBrowser extension
4.0
From $49/mo
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Screaming Frog SEO Spider

SEO

Desktop website crawler for technical SEO audits, free for up to 500 URLs per crawl.

Desktop appSite audit
Not yet ratedFree plan
Free plan
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How to choose SEO software

Start with the job, not the brand. Semrush, Ahrefs, SE Ranking and Moz Pro are suites: keyword research, site audits, rank tracking and backlink analysis in one account. Surfer SEO is a different kind of tool — it guides what to put on a page you are writing, and does little technical auditing or link research. Screaming Frog SEO Spider is a third kind: a desktop crawler for technical audits, free for up to 500 URLs per crawl, with no keyword or link data of its own. Buying a suite when you only write content, or a content tool when you still need to know what to target, is the most common mistake in this category.

Then price the plan you will actually use. Entry plans are limited by different things — tracked keywords, projects, credits or pages crawled — and several include a single user and charge for more. Compare the limit that matters to your work rather than the headline price.

Specialisms still decide close calls. Ahrefs is widely regarded as the strongest on backlink data. Semrush covers the most ground, including paid search and competitor research. SE Ranking is built around daily rank tracking and client reporting. Moz Pro has an approachable interface and is known for its Domain Authority metric.

Common questions about SEO software

Which SEO tools have a free plan?
Semrush, Ahrefs and Screaming Frog SEO Spider have a free plan, with limits on usage, users or features. SE Ranking (14 days) and Moz Pro (7 days) offer a free trial instead.
How much does SEO software cost?
The entry paid plans as each vendor lists them, checked against its pricing page: Ahrefs Starter at $29 a month, Moz Pro Entry-level at $49 a month, Surfer SEO Discovery at $49 a month, SE Ranking Core at $129 a month, Semrush SEO at $139 a month and Screaming Frog SEO Spider Licence at £199 per user a year. Some vendors quote the annual-billing rate, and seat minimums, higher tiers and add-ons all change the real cost, so price the plan you actually need.
Do I need an SEO suite or a single-purpose tool?
A suite, if you regularly research keywords, audit sites, track rankings and look at backlinks — Semrush, Ahrefs, SE Ranking and Moz Pro all cover those four jobs. A single-purpose tool, if one job fills your week: Surfer SEO, for example, handles on-page content optimisation and is not a substitute for keyword or link research.
Which SEO tool is best for backlink analysis?
Ahrefs is the usual choice when link data is the main job; its backlink index is widely regarded as the most complete available. Semrush, SE Ranking and Moz Pro all include backlink analysis, and SE Ranking and Moz Pro work from smaller link indexes than Ahrefs and Semrush.
Which SEO tool is easiest for a beginner?
In VERILO's editorial assessment SE Ranking, Moz Pro and Surfer SEO are the easier ones to pick up, while Semrush and Ahrefs score lower on ease of use — Semrush in particular has a dense interface with a real learning curve. Ease matters more than it sounds when the people running the tool are not full-time SEOs.

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