It's really important to choose the right SEO toolkit to improve your online visibility and digital marketing. Serpstat is an all-in-one SEO platform, providing comprehensive SEO tools, but many users find its data inaccurate and lacking in detail. In practice, marketers often look for alternatives to Serpstat that better fit their specific needs. In fact, G2 says that "the best overall Serpstat alternative is Semrush", and also mentions SE Ranking, Similarweb, Ahrefs and SpyFu as other leading Serpstat competitors.
Whether you want a simpler interface, more powerful analytics, or a cheaper Serpstat competitor, there's a tool on this list for you. Below, we cover seven of the best Serpstat alternatives. Each one has unique strengths, so you can find the one that's best for your goals.
You can go to the best competitor monitoring tools on our website. There you can find and choose the best option for your business :)
What is Serpstat?
Serpstat is a tool that helps marketers, SEO professionals and businesses improve their online and search engine visibility by creating effective content. Serpstat was launched in 2013. It has grown into a useful tool that offers features like researching keywords, tracking website rankings, checking website audits, analysing backlinks, and researching competitors.
It provides information that helps users improve their websites, check how well their websites are doing in search engine results, and see what their competitors are doing. Serpstat is especially popular among small to mid-sized marketing teams and digital agencies because it offers a good balance of the main features of the service and a more affordable pricing structure. This ensures they can effectively reach their target audience.
The most important features:
Keyword Research: Use a keyword explorer to find high-performing keywords and analyse search trends, making it an excellent choice for valuable insights into content optimisation.
Rank Tracking: Keep track of where your website appears in search results on different websites and devices.
Site Audit: Find any technical SEO issues that might affect your search visibility.
Backlink Analysis: Track backlink profiles and find new ways to build links.
Competitor Analysis: Find out what your competitors are doing and how you can do better than them.
Who Uses Serpstat?
A lot of people who work in SEO, marketing agencies, and content creation use Serpstat. So do business owners who want to increase the number of visitors to their websites that come from search engines. It has a simple and easy-to-use dashboard and a wide range of tools, making it a good starting point for SEO. However, some users look for alternatives to Serpstat when they need more detailed information or more advanced features.
Top Serpstat Alternatives: 7 Best SEO Tools
Morning Score: Best for Gamified SEO & Small Teams
Morning Score is an easy-to-use SEO platform that has a fun, gamified interface. It lets even people who don't have any experience add keywords to a rank tracker and check their position every day (and compare it to the competition). The Health tool constantly checks your site's technical and SEO (search engine optimisation) settings, pointing out any problems (like broken links or missing tags) and suggesting how to fix them.
Morning Score also offers SEO Missions, a feature that gives you points as you fix big problems. This makes SEO feel like a friendly checklist.
Key features: Morning Score is a tool that allows you to track your website's ranking, monitor your backlinks, and conduct site audits, all from one convenient dashboard. You get a site SEO health score, a competitive backlink analysis, daily rank updates and user-friendly reports. It's built for simplicity, so most users need just a few clicks to find what they're looking for (unlike Serpstat's deep menus). Morning Score also includes AI tools like content analysis and an SEO report builder.
It covers all the basics: rankings, backlinks, on-page checks, and even a ChatGPT content assistant. People love how easy it is to use and how clear the tasks are, which makes Morning Score perfect for beginners and small teams.
Pros: Very beginner-friendly with a clean, gamified UI; comprehensive site health checks; helpful to-do list (SEO Missions); affordable pricing with free trial.
Cons: Less depth than enterprise tools; smaller keyword database and limited custom reporting; fewer advanced features (e.g. less detailed keyword analytics compared to Serpstat or Semrush).
Pricing: Plans start at about $49/month (entry Lite plan). Higher tiers (around $69–$259/month) unlock more keyword or project quotas. A 14-day free trial is available.
Compared to Serpstat: Morning Score is much simpler and more interactive than Serpstat. It doesn't offer all of Serpstat's 30+ tools, but it's easier to use for daily SEO monitoring. Morning Score gives you a focused overview of the data instead of the full set, which makes it a great alternative to Serpstat for small teams or people who are new to SEO and who want an affordable, gamified solution.
Mangools: Best for Bloggers & DIY Marketers
Mangools is an SEO toolkit that started with KWFinder (for finding keywords) and now has five other powerful tools. You can think of Mangools as a lightweight suite: it includes KWFinder (for finding long-tail keywords and difficulty estimates), SERPChecker (for analysing search results pages), SERPWatcher (rank tracking), LinkMiner (backlink analysis), and SiteProfiler (site authority metrics).
SearchAtlas says that Mangools is an SEO platform that includes KWFinder, SERPChecker, SERPWatcher, LinkMiner and SiteProfiler. Its main control panel brings all these features together to make blogging, work for small agencies, and content marketing much easier.
Key features: include finding niche keywords (KWFinder), evaluating competition (SERPChecker), daily rank tracking (SERPWatcher), and checking competitors' backlinks while assessing link quality (LinkMiner). Each tool is easy for people who don't have technical skills to use. For example, SERPWatcher shows your ranking progress with a simple score, and SiteProfiler provides clear domain metrics (PA/DA, estimated traffic, etc.).
Mangools is easy to use. The company says that you don't have to click 5 times on menu tabs to see your SEO efforts data, unlike with some other interfaces.
Pros: Powerful yet user-friendly SEO suite; covers essential tasks (keyword research, rank tracking, backlink checks); excellent for beginners; clean, appealing UI; good value (around half the price of heavyweight tools).
Cons: Smaller databases than big competitors (limits on keyword/backlink volumes); lacks some advanced features (e.g. in-depth site audit, local SEO); fewer built-in training/resources.
Pricing: Mangools plans start around $31–$49/month for basic tiers (depending on billing cycle). The premium plan (roughly $49–$83) allows more keyword lookups and SERP checks. A free trial and bundle discounts are often offered.
Compared to Serpstat: Mangools trades some depth for simplicity. Mangools is more focused but less overwhelming than Serpstat's all-inclusive platform. It doesn't have Serpstat's site audit or custom reporting features, but many users find the Mangools interface faster for everyday research. To sum up, Mangools is a cheaper, easier alternative to Serpstat if you mainly need keyword and rank tools and don't need all of Serpstat's data.
You can go to the best SEO keyword research tools on our website. There you can find and choose the best option for your business :)
SE Ranking: Best for Affordable All-in-One SEO
SE Ranking is a budget-friendly SEO platform that offers affordable pricing plans. It's easy to use and has lots of features, which is why it's popular with small businesses and agencies that don't have much money. SE Ranking does everything you could possibly need: checking how well keywords are doing, auditing backlinks, checking your website's SEO and even researching your competitors' PPC to help you do better in search engine results.
As SearchAtlas says, "SE Ranking is easy to use and cheap, making it a great choice… It's great for checking out your competition and it's simple to use". The tools let you see what keywords your rivals are using and the ad campaigns they are running. The dashboard is easy to understand and well-organised, so even people who are not experts can find the data they need.
Some of the most popular features include the Backlink Tool (which allows you to compare your link profile to those of your competitors), the Keyword Checker (which finds new keywords for you and compares metrics) and the On-Page SEO Audit (which scans pages for technical or content issues). SE Ranking's rank tracker lets you see how your keyword rankings are doing every day and sends you notifications when it changes.
It even has a built-in report generator – useful for agencies. In practice, you get a very long list of tools similar to Serpstat. These include site auditing, automated reporting, SEO auditing tools and social monitoring (via an add-on).
Pros: Comprehensive all-in-one SEO tool at a lower cost; easy setup; good keyword tracker with 24/7 updates; multiple user seats and educational resources on higher plans; includes both SEO and PPC insights as part of a comprehensive SEO platform that emphasizes ease of use.
Cons: Limited bulk analysis (e.g. no bulk domain comparisons); some advanced features (like content marketing or local SEO) are missing; interface isn’t as polished; customer support mixed reviews.
Pricing: SE Ranking’s Essential plan starts around $65/month (for 5 projects, 500 keywords tracked). The Pro plan is roughly $119/month (30 projects, 2,000 keywords) and Business is ~$259/month (unlimited projects, 5,000 keywords). They often offer discounted annual pricing.
Compared to Serpstat: SE Ranking is often mentioned as an option for those looking for something similar to Serpstat, as it does similar things (like tracking your website's rank and checking your website's backlinks), but it's cheaper. It doesn't have as many special tools as Serpstat (for example, Serpstat's database is larger for international keywords), but users say it delivers good results for basic SEO tasks.
If your team is looking to save money, SE Ranking's simple interface may be a better option than Serpstat's complicated data menus. This makes it a strong competitor for businesses looking to grow.
Serpple: Best for Daily Rank Tracking & SERP Alerts
Serpple is a special tool that only does one thing: keep track of how your website appears in search results. It says it is a tool for tracking your website's position in search engine results. Basically, Serpple checks your Google ranking every day for as many keywords as you choose (depending on the plan you pick) and tells you right away if it spots any changes. Serpple is different from Serpstat because it focuses on ranks and SERP features, while Serpstat combines multiple SEO functions.
It also keeps track of your competitors' rankings, so you can compare up to a few of their websites.
The platform does even more by checking Google SERPs for changes. For example, Serpple will flag new ads or featured snippets on keywords you track, and even spot if two of your own pages are competing (this is known as cannibalization). It also provides a custom "Serpple Score" that shows your website's overall SEO health and a log of historical search volume changes. In short, Serpple helps you "know more about the SERP and its features" by delivering daily performance reports.
Pros: Unlimited daily rank updates; very easy setup; strong competitor rank monitoring; affordable pricing tiers; email alerts and simple dashboards.
Cons: Feature set is narrow (no site audit or keyword research tools); relatively new so data coverage is smaller; UI is basic.
Pricing: Plans start at $19/month (100 keywords, 2 competitors) for the entry Side Hustler plan, jump to $29/month (500 keywords, 30 competitors) for the Entrepreneur tier, and top out at about $99/month for agencies (3,000 keywords, 100 competitors). All paid plans include a 14-day free trial.
Compared to Serpstat: Serpple is much more focused than Serpstat. It's basically a tool to track your website's ranking, not a complete SEO package. If you need to keep an eye on your website's ranking in Google SERP, Serpple might be a better option as it's faster and easier to use. But Serpstat has many more tools (like keyword research and site audits) that Serpple doesn't. If you're mainly interested in rank tracking, you might want to consider Serpple as an alternative to Serpstat.
Similarweb: Best for Website Traffic & Market Intelligence
Similarweb isn't a classic SEO tool, but it's really good for checking out your competitors and getting market data. As SearchAtlas says, "Similarweb is a digital intelligence platform that offers detailed information about website traffic, audience demographics, and competitor performance". In practice, Similarweb can be used with any competitor's URL to see how much traffic they get, where it comes from (e.g. search, social media, paid advertisements, referrals) and important engagement metrics.
It shows the top referring sites, top organic keywords, and top keywords by traffic share and audience interests. Similarweb helps you spot trends, compare sites, and improve your strategy by providing data divided by country and device.
Key features of Similarweb include: Website Rankings (global/country/category rank for any site), Traffic Sources (breakdown of search vs social vs email vs ads), Audience Demographics (age, gender, interests of site visitors), and Top Referrals/Keywords (who links to them and which terms bring traffic). You also get a Site Audit module (on-page SEO scanner) and basic app install stats if you track an app. In short, Similarweb shines at competitor benchmarking and market share analysis, much more than on-page SEO.
Pros: Unmatched view of web/industry traffic; excellent for market and competitor research; intuitive dashboards; very granular segmenting (country/device/time period).
Cons: Very expensive (even entry plan is $125+/mo); focused on traffic data – no keyword difficulty or backlink analysis; not a content marketing tool; some users report oddly matched competitors suggested.
Pricing: Similarweb’s Starter plan begins around $125/month for limited results, and the Professional tier is roughly $333/month (more results, longer history). Team/Enterprise plans are custom-priced with full data access.
Compared to Serpstat: Similarweb and Serpstat work really well together. Similarweb provides analysis at a higher level (e.g. traffic and engagement data), while Serpstat offers more detailed SEO analysis (e.g. keyword metrics and audits). Similarweb is a Serpstat competitor, but it only works in the same area when it comes to competitive research. In this area, Similarweb can be better, especially when it comes to traffic.
However, Serpstat is better for more complex SEO tasks. If you mostly need traffic and market insights, Similarweb is a better option. But if you're looking for backlink or keyword metrics, Serpstat is the best choice.
You can go to the best SEO competitor analysis tools on our website. There you can find and choose the best option for your business :)
Semrush: Best for Agencies & Full-Stack SEO
Semrush is a very well-known SEO tool and a comprehensive tool that many people think is the best alternative to Serpstat, as it has a lot of features. Semrush is great for content marketing, PPC, and social media management. It has everything you could possibly need: tracking of keywords and rankings, site audits, analysis of backlinks, competitor intelligence (both organic and paid), social schedulers, a content marketing platform, local SEO tools, and more.
Its easy-to-use interface connects all these features so teams can move smoothly from audits to keyword research to reporting.
SearchAtlas says that Semrush "delivers comprehensive insights to boost search rankings and drive qualified traffic" with an analytics suite that identifies issues and competitor strategies, including site structure analysis tools. Popular tools include Site Audit (find technical SEO issues), Backlink Analytics, Position Tracking (check keyword ranks over time), Content Analyzer (optimize articles), and Market Explorer (competitive overview) that provides detailed reports to enhance SEO performance.
It even shows your competitors' adverts, how much they spend, and their most popular pages. Semrush is often recommended as a leading Serpstat competitor because it can do so much.
Pros: Extremely comprehensive feature set; huge databases (keywords, domains, ads); powerful site auditing and reporting; strong competitive research across SEO/PPC; many integrations (GA, GSC, APIs).
Cons: Very expensive (plans start ~$140/mo); steep learning curve with so many tools; occasional data discrepancies (some reports may lack precision); interface can feel overwhelming.
Pricing: Semrush Pro plan starts at $139.95/month (5 projects, 500 tracked keywords). The Guru plan is $249.95 (15 projects, 1,500 keywords) and Business is $499.95 (40 projects, 5,000 keywords). Annual billing gets a discount.
Compared to Serpstat: Semrush is generally seen as a bigger and more polished tool than Serpstat. It offers more specialised tools (especially for businesses) and more detailed data. G2 says that Semrush is "the best overall Serpstat alternative". If you have enough money, you can use Semrush instead of Serpstat, but many small teams may prefer Serpstat because it is cheaper.
To sum it up, Semrush is a competitor of Serpstat and is as good at everything Serpstat does, but Serpstat can be better value for money for very basic SEO monitoring.
Diib: Best for Small Businesses & Actionable Insights
Diib is an automated SEO analytics platform for small businesses. Instead of just showing raw data, it shows a simple "SEO Score" and a list of ways to increase traffic to your website. The maker says that Diib uses your actual data, as well as that of your competitors, to help you understand how to improve your SEO quickly. Diib connects to your Google Analytics/Search Console (and even social accounts) to measure the performance of your site.
It constantly checks your site and tells you if keywords are dropping in rank, if your site slows down, or if there are any new opportunities.
It includes daily automated site scans (checking speed, security, Core Web Vitals, etc.) and a Growth Report with tasks that are prioritised. Diib also lets you track up to six competitor websites, and shows you how many visitors they have and how well they are doing compared to other websites. The Weekly Snapshot email is a handy summary of traffic changes and new alerts.
Diib is a combination of rank tracking and site auditing, with a strong emphasis on practical advice to make it easy for non-experts to use.
Pros: Affordable (free tier + $14.99/mo Pro); great for those who want guided insights rather than raw numbers; checks both SEO and technical health (speed, security); daily automated alerts for traffic changes and ranking opportunities.
Cons: Not as many in-depth tools as traditional SEO suites; keyword and link data are smaller in scope; user interface is basic; reports are less customizable.
Pricing: Diib offers a Free plan (limited data) and a Pro plan at $14.99/month. Both include the core growth tools; Pro adds full monitoring and up to 30 tracked URLs. They also provide a 14-day free trial.
Compared to Serpstat: Diib is very different from Serpstat. It doesn't bombard you with lots of analytics; it focuses on actions. If you're not an SEO expert, Diib might feel like a better option than Serpstat. Serpstat has more data and features, but Diib's simple dashboards and daily alerts make it a practical alternative to Serpstat for people who prefer automated guidance.
Conclusion
All of these tools are good options if you're looking for something to help you with your Serpstat marketing. The best one for you just depends on what you want to achieve. Semrush and SE Ranking are the most similar to Serpstat in scope, with Semrush being the "best alternative" if budget allows. Mangools and Morning Score are great for beginners because they are simple and affordable.
Similarweb is a good option if you need information about traffic to your site from your competitors that Serpstat doesn't provide. Serpple is great at checking the daily rank, and Diib gives small businesses automated insights. To sum up, the best alternatives to Serpstat offer a range of features. These include things like rank tracking, keyword research and traffic analysis. So, pick the tool that best matches your needs. Hopefully this guide helps you find the better-than-Serpstat SEO solution for your business.
If you want even more comparisons and alternatives, visit our blog :)
FAQ
Morning Score and Mangools are the best options for beginners. Both offer easy-to-use dashboards, simple features, and step-by-step SEO tasks to get you started without overwhelming you.
SE Ranking is one of the most comparable tools to Serpstat in terms of features like rank tracking, keyword research, and website audit. However, it is more affordable, making it a great choice for small and medium-sized businesses.
Absolutely. Many marketers use tools like Similarweb to analyse traffic and Semrush or Mangools to research keywords and backlinks. They also use SEO strategies and useful social media tools. This hybrid approach gives you a better overall view of how well your SEO is working and how your competitors are doing.
Serpple is an expert in real-time rank tracking and provides daily updates, alerts, and monitoring of SERP features. It's a reliable choice if your main goal is to keep a close eye on how well your website ranks in Google searches.
Yes. Diib has a free basic plan and some premium options that start at $14.99/month. It's perfect for small businesses that want useful information without the hassle and expense of more complicated systems.
