Top 7 Best Semrush Alternatives to Try in 2025

There’s a reason Semrush is such a household name in SEO. It offers powerful keyword research, backlink analytics, site auditing, and competitive intelligence all in one place.

For many marketers and agencies, it’s become the go-to toolbox for tracking rankings and uncovering growth opportunities. But here’s the catch: the subscription can run you well into the hundreds of dollars each month, and thousands annually. Now, this is a steep cost, especially for solo marketers, startups, and small-business owners.

That’s why we’re looking beyond Semrush today. If you’re a marketer managing budget constraints, or a small business trying to do more with less, you’ll want tools that get the job done without hurting your bottom line.

In this guide, we’ll explore seven of the best Semrush alternatives in 2025. These tools cater to different budgets and help you manage SEO effectively without paying top-tier prices.

Let’s look at them below.

What Makes a Good Semrush Alternative?

When you’re exploring Semrush alternatives, don’t make the mistake of just finding something cheaper. You need tools that can match Semrush’s core strengths where it truly matters.

Here are the key features and capabilities you should look out for, and why they’re important to marketers, agencies, and small businesses alike:

• Keyword Research: This is the foundation of any SEO strategy. A good Semrush alternative should help you find high-volume, low-competition keywords and give you insights into search intent. If you’re a blogger or an agency running multiple campaigns, keyword tools can help you uncover what your audience is actually searching for, so you can create content that ranks and converts.
• Backlink Analysis: Backlinks are still one of the strongest ranking factors in Google’s algorithm. That’s why any serious Semrush alternative should have solid backlink tracking that shows you where your links come from, identifies toxic ones, and analyzes competitors’ link profiles. For agencies, this helps clients build authority faster, and solo marketers can use it to spot link-building opportunities without expensive outreach software.
• Site Audit Tools: A great SEO tool helps you improve the site you already have. Site audits scan for technical issues like broken links, slow load speeds, missing meta tags, or crawl errors.
• Rank Tracking: Tracking how your keywords perform over time is essential to measuring SEO success. A strong Semrush alternative should let you monitor your rankings daily or weekly across multiple locations and devices. This matters for both in-house marketers and agencies managing several client campaigns, because what you don’t track, you can’t improve.
• Ease of Use: Not every SEO professional wants to deal with complicated dashboards or steep learning curves. The best alternatives to Semrush balance power with simplicity. They give you clean interfaces, clear data visualization, and actionable insights at a glance. Ease of use is also important for solo marketers or small teams who need to move fast without spending days learning the software.
• Pricing and Scalability: Finally, price matters, especially when you’re managing a small budget. Many alternatives offer flexible plans that scale as your business grows, unlike Semrush’s higher entry price. A good option should offer strong features at a price that makes sense for your needs.

7 Best Semrush Alternatives to Use in 2025

Here are the 7 best Semrush alternatives to try in 2025:

1. Nightwatch: Advanced rank tracking and reporting tool for agencies and SEO professionals.
2. Nightowl: AI-powered SEO tool and keyword research assistant for content creators and marketers.
3. Ahrefs: A comprehensive all-in-one SEO platform known for its powerful backlink database and keyword tools.
4. SERanking: Versatile SEO suite offering rank tracking, website auditing, and competitive research at affordable rates.
5. Moz Pro: Reliable, beginner-friendly SEO platform with solid keyword research, link analysis, and on-page optimization features.
6. Ubersuggest: Affordable, easy-to-use tool for keyword ideas, site audits, and basic competitor insights.
7. SpyFu: Competitive intelligence tool focused on uncovering your competitors’ keywords, ads, and strategies.

Nightwatch

If you’re tired of juggling different tools just to track rankings, monitor backlinks, and send reports, Nightwatch might be exactly what you need. It’s a powerful yet easy-to-use SEO tracking and reporting platform built for marketers, agencies, and growing businesses that want reliable insights without the noise.

What makes Nightwatch stand out is how precise and visual it is. You can track your keyword rankings daily across Google, Bing, and even DuckDuckGo. And you can even do this globally and locally, right down to the city or zip code. That’s huge for anyone doing local SEO or managing multiple business locations.

It also connects with Google Analytics and Google Search Console, so you can pull your performance data into one place and actually see what’s working. Instead of staring at spreadsheets, you get clear, customizable dashboards and automatic white-label reports you can send to clients or teammates. For example, if you manage a few clients, you can automate weekly reports showing how their keywords moved up the ranks and what pages are gaining traction.

Key features

• Daily keyword tracking across locations, devices, and search engines
• Accurate Google Maps and local pack tracking
• Detailed site audits to uncover technical SEO issues
• Backlink monitoring to check link quality and changes
• Automated, white-label reports you can customize and schedule
• Integrations with Google Analytics and Search Console
• Keyword segmentation and tagging for better organization
• Easy-to-use dashboards for agencies and teams

Pros

• Free trial available
• Starting plans offer more features and are more cost-effective than Semrush
• Extremely accurate and consistent rank tracking
• Great for local SEO campaigns
• Saves time with automated reports and dashboards
• Simple, clean interface that’s beginner-friendly
• Affordable plans for teams and agencies

Cons

• Doesn’t include content writing tools
• Some advanced options are in higher plans
• Slight learning curve for report customization

Pricing

Nightwatch keeps its pricing flexible depending on how many keywords you want to track:

• Starter Plan: $32/month. Suitable for freelancers and small businesses. Includes tracking for 250 keywords daily, monitoring up to 50 websites, analyzing 5 competitor domains, running audits on 5,000 site pages, access to keyword suggestions, and basic reporting features.
• Optimize Plan: $82/month. Designed for growing businesses. Supports tracking 1,000 keywords daily, monitoring 200 websites, analyzing 5 competitors, running audits on 10,000 site pages, unlimited user access, enhanced keyword suggestions, and reporting capabilities.
• Agency Plan: $559/month. Tailored for agencies and large teams. Allows tracking 10,000 keywords daily, monitoring 1,000 websites, analyzing 5 competitors, running audits on 50,000 site pages, unlimited users, full keyword suggestion features, and advanced reporting.
• Enterprise Plan: Custom pricing. Intended for large enterprises with extensive needs. Provides tracking for 20,000 up to 100,000+ keywords daily, monitoring up to 1,000 websites, competitor analysis, audits for 50,000+ site pages, unlimited users, premium support, and customized features.

NightOwl

NightOwl is an all-in-one AI-powered SEO agent built to make optimization easier, faster, and more intuitive. Instead of jumping between multiple dashboards or spreadsheets, NightOwl helps you manage keyword research, content strategy, and site optimization all in one place.

The beautiful thing about NightOwl is that it gives you raw data and tells you what to do next. For example, if your ranking drops for a keyword, NightOwl might recommend updating your content, improving internal linking, or targeting related long-tail keywords.

NightOwl is also a great fit for marketers and small business owners who don’t have the time (or budget) for expensive enterprise tools like Semrush. It’s lightweight, accurate, and built to simplify your SEO workflow.

Key features

• AI-powered keyword and topic suggestions
• On-page SEO analysis with actionable recommendations
• Competitor performance insights
• Content optimization assistance
• Rank tracking and SERP monitoring
• Integration with Google Analytics and Search Console
• User-friendly dashboard with easy navigation

Pros

• AI insights simplify complex SEO tasks
• Ideal for content marketers and small teams
• Clear, actionable recommendations
• Affordable and beginner-friendly
• Saves time with integrated tools

Cons:

• Limited collaboration tools for big agencies
• Occasional AI suggestions may need human tweaking

Pricing

Available for Nightwatch subscribers.

Ahrefs

Ahrefs is one of the most powerful and reliable Semrush alternatives, offering in-depth data for everything from backlinks and keywords to competitor research and content analysis.

It is especially loved by marketers who want data accuracy and link analysis. You can track how your site performs against competitors, identify new keyword opportunities, and monitor backlinks.

That said, Ahrefs leans more toward experienced users. Its interface is loaded with data. This is great if you love digging deep, but it can feel overwhelming for beginners. Still, if your priority is detailed insights and reliable metrics, Ahrefs is one of the strongest alternatives to Semrush.

Key features

• Extensive backlink database and analysis tools
• Keyword explorer with detailed difficulty scores
• Site audit for identifying technical issues
• Rank tracker for monitoring keyword positions
• Content explorer for finding high-performing pages
• Competitor domain comparison tools

Pros

• Excellent backlink analysis
• Accurate keyword and traffic data
• Great for competitor benchmarking
• Frequent updates and accurate SERP data

Cons

• Pricier than other alternatives
• Slight learning curve for beginners
• Limited free plan
• No free trial available, requiring upfront commitment to paid plans.
• Credit-based system can limit access to features even on paid plans.
• Limited PPC features and no competitor activity monitoring comparable to Semrush.​

Pricing

Ahrefs offers several plans depending on your needs:

• Starter Plan: $29/month. Ideal for SEO beginners who want to explore the platform with light usage. Includes 100 monthly credits to access core tools like SEO Dashboard, Site Explorer, Keywords Explorer, Site Audit, Rank Tracker, SEO Toolbar, Web Analytics, and Social Media Manager. Site Audit and Rank Tracker do not consume credits. Limited to 1 user and 1 project with 1 month of historical data.
• Lite Plan: $129/month or about $1,290/year. Suited for small businesses or solo marketers. Includes access to core SEO tools like Site Explorer, Keywords Explorer, and Site Audit, supports tracking up to 750 keywords, up to 5 projects, and provides 6 months of historical data. Crawl credits are limited, around 100,000 monthly.
• Standard Plan: $249/month or $2,490/year. Designed for freelancers and growing businesses. Expands limits to 20 projects, 2,000 tracked keywords, and 2 years of historical data. Offers unlimited monthly crawl credits and access to additional tools like Content Explorer.
• Advanced Plan: $449/month or $4,490/year. Targeted at larger agencies and in-house SEO teams needing comprehensive data and reporting. Includes support for 5,000 keywords, 5 years of data history, and 1.5 million crawl credits monthly.
• Enterprise Plan: $1,499/month or $17,988/year. Suitable for large companies or agencies requiring extensive data access, multiple users (minimum 3), full API access, SSO, audit logs, and forecasting dashboards.

SE Ranking

With SE Ranking, you get access to a complete SEO toolkit: keyword tracking, site auditing, backlink monitoring, competitor research, and content optimization, right in one place. What makes it even more appealing is its clean interface and customizable dashboards that let you focus on what matters most to your projects. Plus, if you manage clients, SE Ranking’s white-label reports and automated email summaries make it super easy to present professional SEO results.

Key features

• Accurate keyword rank tracking (with location-based tracking)
• Deep website audit for technical SEO issues
• Backlink monitoring and analysis tools
• Competitor research for keywords, traffic, and backlinks
• On-page SEO checker for optimizing content
• White-label and automated reporting for agencies

Pros

• Extremely accurate and detailed rank tracking
• User-friendly interface and customizable reports
• Affordable and flexible pricing based on keyword limits
• Excellent for agencies and freelancers managing multiple clients

Cons

• Occasional lag in large site audits
• Advanced features and API access only available on higher-tier plans
• Keyword database smaller compared to other tools
• User interface can be less intuitive, with some learning curve reported by new users

Pricing

• Essential Plan: Starts at $52/month (or about $624/year). Suitable for individuals and small businesses. Includes up to 10 projects, 5 competitors per project, 1 user seat, and core SEO tools such as backlink monitoring, site audit, competitive and keyword research. Does not include premium features like page change monitoring or organic SERP history. Pricing varies based on keyword count and ranking check frequency.
• Pro Plan: Starts at $95.20/month (or about $1,142/year). Designed for growing businesses. Includes an unlimited number of projects, 10 competitors per project, 3 user seats, and all features of the Essential plan, plus premium features like page change monitoring and keyword database expansion. Provides 3 months of historical data and organic SERP history.
• Business Plan: Starts at $207.20/month (or about $2,486/year). Tailored for agencies and enterprises. Includes everything in the Pro plan plus 20 competitors per project, 10 user seats, API access, higher usage caps for backlink checks, reporting, and site audits.

Moz Pro

Moz Pro is one of the oldest names in SEO. It’s a reliable, beginner-friendly alternative to Semrush that focuses on making SEO understandable without sacrificing functionality.

At its core, Moz Pro helps you understand why your site ranks where it does and how to improve. Its keyword explorer provides valuable insights into search intent and difficulty, while the link explorer is ideal for checking backlinks and identifying opportunities to build authority. The site crawl feature is another valuable tool that helps you detect and resolve technical SEO issues early.

Moz also shines for its educational value. If you’re still learning SEO or want a tool that doesn’t assume you’re a pro, Moz explains everything clearly.

Key features

• Keyword Explorer for search volume and difficulty analysis
• Rank tracking for desktop and mobile
• Link Explorer for backlink analysis
• Site crawl for identifying technical SEO issues
• On-page optimization recommendations
• Custom reports and visual insights

Pros

• Very beginner-friendly and easy to navigate
• Great educational resources (Moz Blog, guides, and tools)
• Accurate keyword and link data
• Excellent for local SEO insights

Cons

• Fewer PPC and content marketing tools
• Updates can feel slow at times
• Pricing can be high relative to available features, especially for smaller businesses
• Interface and user experience can feel dated compared to competitors
• Data volume limits on lower-tier plans may restrict usage for larger projects

Pricing

• Starter Plan: $49/month or $39/month billed annually. Designed for individuals or very small businesses beginning with SEO. Includes 1 tracked site, 50 tracked keywords, up to 20,000 pages crawled per month, and a single user seat. Provides essential SEO tools including keyword research, rank tracking, site audits, MozBar Premium, and 24/7 online support.
• Standard Plan: $99/month or $79/month billed annually. Targeted at small businesses ready to scale SEO efforts. Includes 3 tracked sites, 300 tracked keywords, 400,000 pages crawled per month, and 1 user seat. Adds scheduled, branded reporting and priority 24/7 support.
• Medium Plan: $179/month. Suited for mid-sized businesses. Covers 10 tracked sites, 1,500 tracked keywords, 2 million pages crawled per month, and supports up to 2 users. Provides more robust SEO and tracking capabilities.
• Large Plan: $299/month or $239/month billed annually. Ideal for larger agencies or enterprises. Includes 25 tracked sites, 3,000 tracked keywords, 5 million pages crawled per month, and 3 user seats. Offers advanced tracking features and premium support.

Ubersuggest

Ubersuggest, founded by Neil Patel, is a fantastic Semrush alternative for marketers, bloggers, and small businesses who want powerful SEO insights without the steep learning curve. It’s designed to make SEO simple and accessible, even if you’re not a full-time SEO expert.

It focuses on keyword research, site audits, and competitor analysis. You can quickly discover what keywords your competitors rank for, identify easy-to-target keyword opportunities, and even generate content ideas from real search data. And if you’re managing multiple projects, Ubersuggest also includes AI writing suggestions and SEO recommendations to help you optimize your content faster.

Key features

• Keyword suggestions and search volume data
• SEO site audit with actionable recommendations
• Competitor keyword and backlink analysis
• AI writing and content optimization tools
• Rank tracking for multiple domains
• Chrome extension for on-the-go keyword insights

Pros

• Very affordable and easy to use for beginners
• AI writing and content ideas built right in
• Great for quick keyword and competitor research
• Lifetime pricing option (rare for SEO tools)

Cons

• Smaller backlink database compared to bigger tools
• Data can sometimes be less precise than others
• Limited customization for reports
• Limited depth in competitive analysis.
• Reporting and customization features are basic compared to other SEO platforms.

Pricing

• Individual Plan: $12/month. Best for solo users or small businesses. Includes keyword research, rank tracking for 1 website, backlink data, site audits, and limited reporting. Offers unlimited data within limitations and core SEO tools.
• Business Plan: $20/month. Designed for growing businesses managing multiple domains or campaigns. Supports up to 7 projects and ~150 tracked keywords per project. Adds multi-user access, deeper site audits (up to ~5,000 pages/domain), expanded backlink data, and enhanced reporting features.
• Enterprise Plan: $40/month. Tailored to agencies and larger teams. Manages up to 15 websites with robust competitive analysis, customized reporting, advanced site audits, and up to 8 user accounts. Includes priority support.

SpyFu

Unlike Semrush, which tries to cover every aspect of SEO, SpyFu specializes in uncovering insights that help you outrank your competitors. You can see which keywords are driving their organic and paid traffic, analyze their backlink profiles, and even explore how their rankings have changed over time. For marketers focused on strategic positioning and paid campaigns, SpyFu offers an edge that few tools can match.

It’s also quite intuitive. You just type in a competitor’s domain, and SpyFu instantly gives you a breakdown of their top pages, ad copy, and keyword performance.

Key features

• Deep competitor keyword and ad research
• PPC campaign analysis with ad copy insights
• Backlink tracking and domain comparison
• Historical data on rankings and ad performance
• Keyword grouping and management tools
• Customizable SEO and PPC reports

Pros

• Excellent for competitor research and PPC insights
• Offers historical ranking and ad data
• Affordable for the amount of data it provides
• Easy to navigate for quick research

Cons

• Limited technical SEO tools (like audits or site health checks)
• Interface feels a bit dated compared to newer tools
• Data accuracy may vary for less competitive regions
• Export limits on lower plans restrict large-scale data use.

Pricing

• Basic Plan: $39/month. Ideal for individuals and small businesses focusing on essential SEO and PPC insights. Includes 10,000 row search results and data exports, 6 months of historical data, 250 sales leads and domain contacts, 5,000 weekly tracked keyword rankings, and one user seat (additional seats at $15 each).
• Professional Plan: $79/month. Designed for growing businesses needing more detailed analysis. Includes unlimited search results and data exports, unlimited domain overview PDFs, over 10 years of historical data, 500 sales leads and domain contacts, 15,000 weekly tracked keyword rankings, API access, and one user seat (additional seats at $30 each).

Finding the Right SEMrush Alternative

At the end of the day, the best SEMrush alternative depends on what you need most. But if you’re looking for a tool that combines accuracy, automation, and affordability, Nightwatch and Nightowl stand out as the strongest options.

Nightwatch delivers enterprise-level SEO insights with advanced rank tracking and reporting features, while Nightowl simplifies SEO monitoring for smaller teams and agencies without compromising data quality.

Both tools give you everything you need to track performance, analyze competitors, and improve visibility, without breaking the bank. So before renewing your SEMrush plan, try Nightwatch and Nightowl and experience how smart, accessible SEO can be.