SEO tools
Updated 19 August 2026
SEO software is where overspending is easiest. The suites are priced for teams that use audits, rank tracking, research and reporting every week — and most buyers use two of those. These guides start from what you actually do weekly, then work back to the cheapest tool that covers it.
The tools, and what they cost
Entry paid tier, checked August 2026. Confirm current pricing with each vendor.
| Tool | From | Free option | Best when |
|---|---|---|---|
| Semrush | ~$139.95/mo | Free account: 10 requests per day, 1 project, limited keyword results. | Several people use audits, rank tracking, research and reporting every week. |
| Ahrefs | ~$29/mo | No free plan. | Link research and competitive analysis are core weekly work, and data quality matters more than price. |
| Moz Pro | ~$49/mo | Free Moz account: limited Link Explorer and Keyword Explorer queries, plus MozBar. | You want recognisable metrics and an approachable interface, and DA is useful in your reporting. |
| Surfer SEO | ~$99/mo | No free plan. | You publish at volume, and consistent structure across several writers is worth paying for. |
| Google Search Console | Custom | Completely free for any verified site. | It is free and it is first-party. Set it up before paying for anything else. |
| Google Analytics 4 | Enterprise pricing, typically six figures annually | Free for the standard product. | You need capable analytics at no cost and can invest time in configuring it properly. |
Guides in this category
- Semrush alternatives The main switching guide, by budget and team size.
- Moz alternatives Cheaper tools covering the same weekly jobs.
- MozBar alternatives Free browser extensions for domain metrics.
- MozBar not working? Eight fixes, in the order that solves most cases.
- MozBar extension finder Which browsers it runs on, and what to use if yours is not one.
- Best SEO browser extensions Free checks without a platform subscription.
- SEO stack cost calculator Add up what you pay now against a leaner setup.
- Semrush migration checklist Export this before you cancel.
Thinking of switching?
Each of these starts from the reason people leave, because the right replacement depends entirely on that.
- Semrush alternatives You use two or three features. That is the classic overspend, and a focused tool will be cheaper and better.
- Ahrefs alternatives Backlink research is not your main job, or the budget is the binding constraint.
- Moz Pro alternatives You need the deepest possible backlink data, or you are comparing top tiers on raw capability.
- Surfer SEO alternatives You publish occasionally, or your writers already produce well-structured content.
- Google Analytics 4 alternatives You need simple, unsampled traffic numbers with no configuration, or EU privacy posture rules it out.
Try them yourself
Pricing and free tiers change often — check the current plans directly before deciding.
Disclosure: some links are affiliate links and we may earn a commission at no cost to you. It never changes what we recommend — several tools here pay us nothing. How we make money.