Moz is the tool most people start with, and the one our Moz Pro review recommends for solo SEOs and small teams who want an approachable dashboard over sheer data depth. But that same review flags the trade-off: lighter keyword and backlink data than Semrush or Ahrefs, and quotas that a busy site can burn through fast, 300 tracked keywords on the Standard plan, for example. On price, Moz Pro opens at a $49-a-month single-site plan, though the Standard plan that review assesses, and the one most teams run, is $99 a month ($79 billed annually). Here's what to switch to once that ceiling starts to show.
The quick comparison
| Tool | Starting price | Best for | AI search visibility |
|---|---|---|---|
| Moz Pro | $49/mo (single site) | Learning curve, Domain Authority | Included (AI Overviews by keyword) |
| Semrush | $139.95/mo | Deepest all-round data, content tools | Included from the entry SEO plan (SEO + AI Search) |
| Ahrefs | $29/mo (Starter) | Fresh, fast-updating link data | $199/mo add-on (Brand Radar) |
| SE Ranking | $103.20/mo (annual) | Value; white-label via Agency Pack add-on | Included in Core (100 AI prompts/day), paid add-on for more |
| Mangools | $30.50/mo | Beginners, simplicity | Included in every plan (AI Search Watcher) |
| Ubersuggest | $12/mo | Cheapest keyword research | Not a focus |
Prices are monthly, annual billing runs 15 to 35% cheaper depending on the tool. Ahrefs moved to a paid add-on for AI tracking (Brand Radar) in the past year. Semrush, SE Ranking and Mangools instead fold it into the base price.
Semrush, if you've outgrown Moz's quotas
This is the one our own Moz review sends people to, and it's the most commonly recommended Moz alternative across the SEO tool comparison sites we checked while researching this piece. The gap is mostly about database size: Semrush's keyword index runs into the tens of billions of terms across 140-plus countries, against Moz's roughly 1.25 billion.
Pricing starts at $139.95 a month for the entry SEO plan (five projects, 500 tracked keywords), or $117.33 a month billed annually. Pro+, at $299 a month, adds historical ranking data and the Content Marketing Toolkit, tools for keyword-driven content briefs and on-page scoring that Moz doesn't have an equivalent for. Advanced runs $549 a month and adds API access.
Semrush now folds AI search tracking into its SEO + AI Search plans, so monitoring brand mentions across ChatGPT, Gemini, Perplexity, and Google AI Overviews is built into the entry SEO plan from $139.95 a month ($117.33 annually) rather than sold as a separate purchase. A Starter tier at $199 a month adds a dedicated AI Visibility allowance of 50 tracked prompts a day, with Pro+ and Advanced raising that to 100 and 200.
One thing worth flagging since we first wrote this: Adobe closed its $1.9 billion acquisition of Semrush in April 2026. It's a genuinely different company than the one that built its reputation as an independent SEO specialist, worth factoring in if vendor independence matters to you.
Ahrefs, for the freshest backlink data
Ahrefs and Moz both publish Domain Authority-style scores, but Ahrefs built its name on link data freshness. Its crawler updates the index continuously rather than on the slower cycle Moz runs, which matters most if you do outreach or link building where a six-month-old snapshot sends you chasing dead prospects.
Ahrefs shook up its entry pricing here. It added a $29-a-month Starter plan, its first entry point under $100. Lite runs $129 a month ($108 annual), Standard is $249 a month, and Advanced is $449; our full review of Ahrefs breaks down the credit meter behind those numbers. One thing to know before switching: Ahrefs runs on a credit-based system now, where opening reports and exporting data draw down a monthly credit pool (Site Audit and rank tracking have separate limits), so heavy daily use can hit the ceiling faster than the old flat-access model did.
AI visibility tracking exists here too, through a feature called Brand Radar, but it's a separate add-on starting around $199 a month rather than something included in the base plan.
SE Ranking, if AI visibility matters and you don't want to pay extra for it
SE Ranking is the one all-in-one alternative that bundles AI search visibility tracking into its base plan by default, 100 prompts a day, rather than making you buy it separately. Entry pricing is $103.20 a month on the Core plan billed annually (about $129 month-to-month), which restructured from SE Ranking's old three-tier system in late 2025. Push past that daily prompt allowance and there's a paid add-on for more, but you're not starting from zero the way Ahrefs' Brand Radar makes you. We go deeper on the pricing and the keyword counting rule in our SE Ranking review.
It's a reasonable middle ground between Moz's simplicity and Semrush's depth: fewer bells and whistles than Semrush's full marketing suite, but a broader feature set than Moz at a comparable or lower price.
Mangools, the easiest on-ramp
Mangools is five tools sold as one subscription: KWFinder for keyword research, SERPChecker, SERPWatcher for rank tracking, LinkMiner for backlinks, and SiteProfiler for a quick domain overview. It's built for people who find even Moz's interface like a lot to learn, and it holds a 4.7-out-of-5 rating on G2.
The Basic plan runs $30.50 a month, and every tier, including that one, includes AI Search Watcher, a tool that tracks how often a brand shows up in responses from ChatGPT, Claude, Gemini, and a handful of other models. That's the same category of feature Ahrefs charges $199 a month extra for.
What you give up at this price: no dedicated technical site audit, and a link index that's a fraction of Ahrefs' size. For content-focused keyword research and rank tracking on a small site, that ceiling rarely gets hit.
Ubersuggest, if budget is the whole decision
Ubersuggest, Neil Patel's tool, is the cheapest real option on this list, starting at $12 a month for the Individual plan, with a limited free tier for basic keyword research. It covers the basics: keyword suggestions, site audits, rank tracking, backlink counts.
It won't replace Moz for anyone doing serious competitive research. But for a solo blogger or a small business that just needs to know what to write about next, it does that job for $12 a month on the Individual plan.
Which one should you actually pick
Outgrowing Moz's data and keyword limits, but you still want something approachable? Semrush. Backlink research is the actual job? Ahrefs, and budget for the credit system. Want AI search visibility tracking without paying a separate fee for it? SE Ranking or Mangools, depending on whether you want the fuller feature set or the simpler one. Tightest possible budget and basic keyword ideas are all you need? Ubersuggest.
None of these replace doing the work. They just decide how much the data costs you while you do it.