When it comes to SEO strategies, one size most certainly does not fit all. And this rings especially true when it comes to SEO analytics tools.
SEO analytics tools are platforms that enable users to track and analyze various metrics relating to SEO and website traffic. Most platforms come with a built-in centralized dashboard, from which users can keep an eye on their site’s performance, as well as identify areas for improvement and analyze their strategy.
And these types of tools come in all shapes and sizes. Some might specialize in keyword analytics, while others are renowned for their exceptional backlink tracking capabilities. So, whatever your specific needs are, there’s a tool out there that can meet them.
But, if you’re looking for a good all-rounder, we’d recommend looking for an all-in-one tool that includes:
- On- and off-page analytics
- Keyword tracking
- Backlink analysis
- Traffic volumes
- Competitor benchmarking
To find out about all the benefits that come with using SEO analytics and reporting tools, check out our article: Why Should You Use An SEO Analytics And Reporting Tool? But, if you’re already set on investing in one, keep reading to discover the top solutions out there.
Throughout this guide, we’ll take a look at the top platforms for SEO analytics. Whether you’re looking for an all-rounder or a platform that specializes in backlinks or competitor analysis, we’ll talk through each vendor’s offering, their key features, and the types of businesses and use cases they’re best suited for, so you can make a well-informed decision about your next investment.
The top SEO analytics tools for business include:
Ahrefs | GrowthBar | Majestic | Mangools | Moz Pro | SE Ranking | Semrush | SpyFu | Ubersuggest by NP Digital | WooRank
Ahrefs is a market-leading software company that provides powerful SEO tools for organizations globally. Ahrefs’ all-in-one toolset comes as a full suite of tools and includes five core components: SEO auditing, keyword research, competitor analysis, content research, and rank tracking. Offering a four-tiered pricing plan, users can choose from their Lite, Standard, Advanced, or Agency plans, which increase both in price and functionality as you go up the tiers.
Ahrefs’ comprehensive toolset is best known and most widely used for its backlink, keyword, and traffic analytics. From the Site Explorer dashboard, users can view key analytics relating to their site—such as referring backlinks, organic keywords, traffic volume, domain rating—and can track the performance of these over time as well as filter by location and other key metrics. Ahrefs’ built-in auditing tool also displays key metrics on technical SEO issues—such as the health score, issues and errors, crawled URLs, and more. Ahrefs also offers a free SEO toolbar, which is a Chrome and Firefox browser extension that enables users to view on-page SEO reports and metrics for any website they visit, as well as keyword metrics and SERP positions.
Trusted by big brands like Adobe, Netflix, Facebook, and eBay, Ahrefs is a customer favorite because of its advanced databases and detailed analytics. The platform is also entirely cloud-based—meaning automatic updates and no complex installation. Customers do find Ahrefs is pricey in comparison to other tools on the market, but note that its powerful technology outshines other products they’ve used, and you can also get two months free by paying annually. For that reason, we recommend Ahrefs for larger organizations with larger websites and bigger budgets, and that are looking for the level of granularity that Ahrefs offers.
Developed by Growth Marketing Pro, GrowthBar is an easy-to-use, all-in-one SEO tool that’s powered by OpenAPI to provide organizations with data-driven, actionable insights. The platform comes with a range of SEO tools—including website metrics, keyword research, and backlink analysis—as well as the ability to generate content outlines using AI and connect with freelance writers via the Writing Marketplace. With three pricing tiers, users can choose from the Standard, Pro, or Agency plan—but all plans come with unlimited keyword research, blog ideas, and competitor analysis as standard.
Via the Site Inspector tool, users can track key domain metrics—such as domain rating, traffic, keywords, backlinks, and Google Ads—for any website that they enter, including competitors. The Rank Tracker tool also enables users to track their SEO performance over time, research and view suggested keywords, and share reports across their organization. The platform can be used standalone or alongside its free Chrome extension, which shows key metrics for specific websites, as well as keyword difficulty and keyword suggestions when users perform Google searches.
GrowthBar is trusted by websites like Dell and Bill.com, and is generally well-liked by users for its keyword research capabilities, convenient Chrome extension, and easy-to-use platform. The platform focuses on providing users with digestible and understandable insights—but because of this, some users find the platform basic in comparison with other more advanced tools. It’s for this reason that we recommend GrowthBar for marketers and smaller businesses that are looking for digestible but basic metrics, alongside easy keyword research and AI-generated content outlines.
Majestic is an advanced analytics tool that’s dedicated to providing backlink intelligence for organizations globally. Using Majestic, users can view, analyze, and optimize backlinks across their entire websites, while gaining valuable insights into competitor strategies. Majestic offers three pricing plans—Lite, Pro, and API—with Low being best suited for light use and individual users, Pro for small businesses, and API for high-volume usage as well as developer use.
As a tool that focuses specifically on link intelligence, Majestic offers unique, in-depth insights into an organization’s backlink posture. The Site Explorer tool provides an overview of backlink quality and quantity, both new and deleted backlinks, topical categories, anchor text analysis, competitor analysis, crawled and indexed URLs, link context, and more. Users can also create extensive reports that are easily downloadable by PDF. The Majestic Backlink Analyzer browser extension integrates with both Firefox and Chrome, and can instantaneously display the key backlink metrics for any page a user visits.
Majestic is praised by users as an accurate and valuable tool, that’s easy to use and provides comprehensive, reliable data. Users do note that plans can be pricey for the level of functionality that they provide, but organizations can reduce costs by subscribing annually. We should also note that while Majestic provides trustworthy and in-depth data on backlinks, it is difficult for it to compete with vendors that offer fully featured, all-in-one SEO suites. We recommend Majestic for SMBs that are looking for valuable and in-depth data to help strengthen and support their backlink strategy.
Mangools is a powerful suite of SEO tools that are aimed at helping marketers track performance and optimize their websites. And while Mangools is best known for its popular keyword research tool (KWFinder) the platform comes with a total of five tools. The other four are its SEO metrics (SiteProfiler), SERP analysis (SERPChecker), rank tracking (SERPWatcher), and backlink analysis (LinkMiner) tools. The platform also comes in three pricing plans—Basic, Premium, and Agency—with more advanced plans enabling a higher number of both searches across key metrics and user accounts.
Mangools’ powerful, yet easy-to-use platform combines Moz’ SEO analytics with Majestic’s backlink intelligence. SiteProfiler enables users to check their website authority, backlink profile, popular content, competitor benchmarking, and even Alexa rankings and Facebook shares. SERPWatcher is also a useful tool to help users track their websites’ performance and organic search traffic. KWFinder is great for evaluating and finding new keywords, SERPChecker is fantastic for SERP analysis and optimization, and LinkMiner is an advanced competitor backlink analysis tool. The Mangools browser extension is also available for Chrome and Firefox, and enables users to evaluate key metrics for any page they browse.
Popular brands like Airbnb, Adidas, and Skyscanner trust Mangools to provide in-depth insights to fuel their SEO strategies. Users also praise the platform as a modern-feeling, intuitive, effective, and reliable tool that’s not only affordable, but also great value for money. We recommend Mangools for marketers, businesses, and SEO agencies that are looking for a comprehensive range of SEO tools wrapped up on one easy-to-use platform.
Moz is a well-established marketing analytics software provider that focuses on offering advanced SEO tools, local SEO analytics, and SERP tracking for marketers. Moz Pro is its all-in-one SEO toolset, that includes keyword research, site auditing, rank tracking, and backlink analysis—all are included with each plan but can’t be purchased individually. Moz Pro also comes in four tiered pricing plans—Standard, Medium, Large, and Premium—with plans on higher tiers being higher in cost but also offering higher limits for analytics.
Moz Pro features a number of powerful, yet easy-to-use tools that track website metrics while also offering suggestions for improvement and advice on fixing any issues. Using Moz Pro, users can track domain authority, page optimization, backlinks, site traffic, competitor analytics, and more—while having the option to compare the performance of these metrics over time. The platform also offers site crawling and auditing, pinpointing any technical SEO issues and suggesting fixes, as well as offering granular PDR or CSV reports to share with stakeholders or clients. Lastly, users can use MozBar—the free Chrome browser extension—to see key SEO metrics for any page or SERP that they visit.
Moz Pro has a reputation as an easy-to-use and effective cloud-based platform, and is trusted by brands like Zillow, Trivago, and Razorfish. Users find the solution ideal for “big picture” analytics, and praise its user-intuitive, reliable, and powerful reporting capabilities. The platform can get pricey in higher tiers, but Moz offers a 20% discount if the plan is paid annually. We recommend Moz Pro for larger businesses looking for a user-friendly and detailed SEO reporting tool.
SE Ranking is an all-in-one SEO and marketing toolset, designed to make SEO simple for marketers and businesses globally. Included in its expansive feature set are standard SEO analytics tools—such as keyword tracking, website audits, backlink analysis, competitor research, and more—as well as white-labeled SEO reporting, marketing plans, and social media analytics. The platform is priced in three levels—Essential, Pro, and Business—while organizations can also choose the frequency that their website rankings will be checked (selecting a lower frequency lowers the subscription price).
From one comprehensive dashboard, users can track a number of key SEO metrics across their site in real-time, while the platform enables them to easily toggle between features. Users can track keyword rankings and PPC analytics for both their own sites and their competitors, while also tracking and controlling all backlinks relating to their websites and analyzing traffic volume. The platform’s powerful SEO auditing capabilities also highlight on- and off-page issues while suggesting fixes for these. Users can also make use of automated, customizable, and white-labeled reporting to share data with teams, stakeholders, and clients.
Users rate SE Ranking highly for its flexibility, accuracy, ease of use, and effectiveness, and find the platform to be great value for money. The platform is also trusted used by well-known brands like Trustpilot and Zapier, alongside smaller businesses and marketers. We should note however that numerous beginner users do experience a learning curve when initially using the toolset. We recommend SE Ranking for SMBs that are looking for a powerful SEO toolset with a flexible and affordable pricing plan.
Semrush is a global leader in SEO and content marketing tools, with a strong reputation for its granular keyword research capabilities and powerful analytics engine. Its advanced, all-in-one platform, cloud-based comes with a particularly large suite of integrated tools—including not only SEO tools like backlink analysis, keyword research, and auditing, but also content marketing, advertising, competitor analysis, and social media tools. The solution is tiered in three levels—Pro, Guru, and Business—with Pro aimed at small teams and Business at large enterprises.
With more than 50 tools and reports to explore within the platform, Semrush is one of the most comprehensive and granular analytics tools on the market. From the SEO dashboard, users can view key metrics such as domain authority, site traffic, keywords, backlinks, site health, and more—and there’s also the option to drill down into more granular reports and track performance over time. The platform’s built-in auditing capabilities also pinpoint any technical issues across the site and provide advice on how to fix them.
Trusted by some of the world’s leading brands—including Tesla, Apple, Amazon, and Forbes—Semrush is well-liked by users for its comprehensive and granular analytics, versatility, and accuracy. Users note that the platform can be expensive for smaller businesses, but if you take out an annual subscription you can save up to 17%, and Semrush also provides great value for money because of its breadth of tools. We recommend Semrush for businesses looking for granular analytics and reporting capabilities.
SpyFu is an advanced SEO analytics and competitor analysis tool, that enables businesses to “spy” on their competitors’ SEO performance and strategies to analyze how they can improve their own rankings. The SpyFu platform offers not only a comprehensive set of SEO tools—that include backlink analysis, traffic reports, and keyword tracking—but also pay-per-click (PPC) tracking and granular competitor insights. The platform comes in two pricing plans—Basic and Professional—with Professional offering unlimited search results, more than ten years’ historical data, sales leads, and custom branded reporting.
Using the SpyFu platform, users can track their SERP positions, PPC ad successes, keyword and webpage traffic, and backlink numbers over time, and gain an insight into which parts of their strategy are working and what needs to be improved. But what really sets SpyFu apart from others in this article is its robust competitor analysis capabilities. Using the platform, users can view granular reports of their competitors’ monthly traffic, keyword analytics, backlinks, PPC ads, and more, as well as view and buy recommendations for ads and domain comparisons. Users can also create custom, white-labeled reports of their competitors’ key metrics to share with stakeholders and clients.
SpyFu is trusted by global brands like Adobe, Amazon, Microsoft, and Salesforce, and is also priced at a lower monthly/annual fee than many other popular SEO tools—making it affordable for smaller businesses and great value for money. Users value SpyFu for its deep analysis of competitor strategies, helpful PPC insights, and effective keyword recommendations, but note that the platform can be notoriously difficult for beginners to learn to use. We recommend SpyFu for businesses of all sizes that are looking for in-depth, detailed competitor insights, alongside a comprehensive SEO toolkit.
Ubersuggest By NP Digital
Ubersuggest is best known as a keyword research tool that helps organizations research and select the right keywords to improve their rankings. It was acquired by marketing expert Neil Patel in 2017, and since then the tool has expanded to include SEO auditing, backlink analysis, competitor benchmarking, rank tracking, and more. The three available pricing plans currently include Individual (for individual users and small businesses), Business (for SMBs), and Enterprise/Agency (for large businesses and agencies).
Ubersuggest uses Moz API data to provide powerful and accurate analytics for users. From a centralized user dashboard, users can view key metrics to track their site’s performance over time—including metrics on traffic volume, SERP positioning, keyword rankings, top pages, and more—as well as research keywords, perform site audits to highlight any technical SEO issues, and receive content ideas. The Ubersuggest Chrome extension also enables users to view key metrics for any pages that they visit, as well as analyze SERP results without having to leave their browser.
While Ubersuggest is used by numerous global brands—including Twitter, Microsoft, Nike, and eBay—its powerful toolset is designed to be affordable for businesses of all sizes. Businesses can also currently purchase a lifetime plan in place of a monthly subscription, meaning they only pay a one-off payment and gain access for life. Users find Ubersuggest effective, great value for money, and particularly love the browser extension—but some experience a learning curve on initial use. We recommend Ubersuggest for businesses of all sizes that are looking for an affordable, yet powerful suite of SEO tools.
WooRank offers an all-in-one suite of SEO and digital marketing tools aimed at helping SMBs and marketers globally to increase their website visibility. From basic SEO tools—including on-page optimization, site auditing, competitor analysis, and keyword tracking—to sales and lead-generation tools, WooRank offers a comprehensive, centralized platform. With three pricing tiers—Pro, Premium, and Enterprise—basic SEO tools are included across all three, but Enterprise exclusively offers team access, integrations with CRM and ERP tools, a higher number of projects, and more.
WooRank’s real-time reporting capabilities are based on more than 70 criteria. From an easy-to-use, central dashboard, users can track their site’s domain rating, keywords, backlinks, technical errors, social media views, and more. The platform also offers constructive advice on how to fix any technical errors and further optimize pages for both local and international SEO. Users can make the most of unlimited PDF reports, while keyword and crawl data can also be exported via CSV. WooRank’s free Chrome, Firefox, and Edge browser extension also shows users real-time, basic SEO metrics for any page that they visit.
WooRank’s cloud-based SEO platform is rated by users as an easy-to-use, fast, and effective tool, that offers easily understandable and actionable insights. The pricing can also be very affordable—with users getting four months free if they take out an annual subscription. But some note that the competitor analysis function isn’t quite as strong as what’s offered by other vendors on this list. The WooRank platform is best suited for small- to mid-sized businesses that are looking for an all-in-one suite of SEO products coupled with sales and lead generation tools.