As major SEO tools cater more and more to the enterprise with their pricing, a gap in the market has emerged for smaller competitors to fill.
Admittedly, many of these smaller companies popping up don’t deliver. But there’s a solid competitor that’s been around since 2013, and it seems to live up to its claims.
What Is Serpstat?
Serpstat is an SEO software suite that evolved from a simple keyword research tool to a powerful all-in-one SEO and “growth hacking” tool.
If you’ve used any of the major SEO tools, you’ll be familiar with many of Serpstat’s features and UI. If you haven’t, we’ll break down the core features and much more in this review.
So without further ado, let’s dive right in!
Who Is it For?
While Serpstat also caters to enterprise clients, most of its user base is SMBs and individuals. Serpstat has a one-size-fits-all approach for features and pricing tiers. That means you get the full feature set with all the pricing tiers (aside from user limits and API credits).
So whether you’re a freelancer looking to find what keywords work best for your project, or a marketing agency handling multiple accounts, Serpstat is built for you.
Serpstat Pricing Plans
Pricing for Serpstat is among the most competitive in the industry. All their plans give you access to the full feature set, and you’ll pay less than many industry-standard tools with similar features.
Here are the plans, based on annual billing (all plans are currently available at 30% off, but this is subject to change):
- $55/month: Lite, 1 User
- $119/month: Standard, 3 Users
- $239/month: Advanced, 5 Users
- $399/month: Enterprise, 7 users
There’s a lot that’s good about Serpstat, and with over 30 tools, it would take a hot minute to explore all it can do.
Let’s focus on three core features that make it the #1 selling SEO tool on AppSumo.
1. Competitor Research: Website Analysis
Here’s where Serpstat allows you to do a deep dive into your competitor’s SEO and PPC.
Plug your competitor’s domain into the search bar, and you’ll see this overview:
You see your competitor’s best organic keywords (by position and search volume) and their Google Ads keywords generating the most traffic.
Their traffic trend with five years of historical data is displayed, too.
The screenshots I’ve shown are from the overview page. You can get more detailed reports by clicking sections such as Organic Keywords, Paid Keywords, and so on.
I opened up the organic keywords report to dive a little deeper into the data and wasn’t very impressed.
There was inaccurate data and missing information. Specific keywords were misspelled (Vistaq as opposed to Vistag), others were flipped around (software for web development as opposed to web development software), and the total volume and traffic stats were either missing or inaccurate.
I also noticed that the keyword difficulty data was N/A for a whopping eight of the top 10 organic keywords.
To be fair, no SEO tool is 100% accurate. They are all estimates at best, and the most accurate data will come from your site’s analytics software and the information from the webmaster tools the search engines provide. Since your competitors won’t give you that information, third-party SEO tools can often help you here.
I ran the same test on SEMrush and Ahrefs and found the data to be more comprehensive. But this isn’t a comparison post, so let’s keep moving.
If you scroll through the overview page, you’ll see more competitive insights, including your competitor’s top pages, ranked by the estimated monthly traffic they generate:
The backlink analysis at the bottom of the overview page includes the Domain Ranking (DR), and data on unique referring domains, total backlinks, and distribution of follow to nofollow links.
I opened up the backlink analysis to get a more detailed report and was quite impressed with the data.
Note: Serpstat mentions that they use an “accelerated calculation algorithm,” so the data may differ slightly compared to the detailed reports you can get in Serpstat.
I was impressed with the data you can pull here. But again, when I dug into the report, I found some of the data to be less comprehensive compared to Ahrefs. That said, a large part of Ahrefs’ focus is on backlinks, so it isn’t fair to compare the two, but I find it necessary to note as other users have reported similar experiences.
Nonetheless, let’s dive into one of the most used features for SEOs and Content Marketers.
2. Keyword Research
As we mentioned, Serpstat was originally a keyword research tool. Content Marketers and SEOs use keyword research to plan content topics and get visibility in search engines around terms that people are searching for.
Naturally, I had high expectations for the core product and wanted to see if it lived up to its humble beginnings.
I entered “Chihuahua” and got this list of the top 10 related keywords.
Again, the KW difficulty was N/A for all the keywords. I reached out to the Serpstat team to see why this feature wasn’t working and was informed they are currently fixing it.
For total search volume, CPC, and competition density, I found the data to be much more accurate.
I also thought the related keywords tool was useful and particularly liked the quick access feature that lets you access other reports for a specific keyword.
There’s quite a lot you can do with keyword research here for organic and paid keywords. Aside from the KW difficulty, everything seems to be working well, and you can get a lot of data fast.
3. Site Audit
When you plug your domain in Serpstat, it crawls your website and detects all the SEO-related issues your site has, including meta tags, headlines, indexation, and more.
In the summary of your audit, Serpstat shows you your ‘SDO’ score and a prioritized list, breaking down specific issues and recommendations for fixes.
“What’s an SDO score?”
Here’s how Serpstat defines it:
You can think about it as your website’s overall health. I particularly like how the data is structured from high to low priority as you can do some quick fixes to keep your site nice and healthy.
At the bottom of the site audit report, you get a comprehensive list of all the issues Serpstat identified and recommendations for fixing them.
And all the suggestions come in more detailed reports as well. Just click on the categories to open them up.
Overall, I think the site audit tool is great. Just look at what this Sumo-ling has to say about it:
Even though that testimonial is over two years old (and Serpstat has made many improvements since), it perfectly sums up how I feel about Serpstat so far.
Note: there’s definitely still plenty to explore and much more you can do with Serpstat; we chose to cover the basics of the core features for this post.
Serpstat Review: Pros and Cons
No tool is perfect. And that includes Serpstat.
Here are some of the main drawbacks and advantages I found in my review.
- KW difficulty data not available. All my searches turned up with N/A. (There may have been a bug during my test, however.)
- Some competitor research data seems to be inaccurate. I found some of the data for organic keywords to be inaccurate compared to other tools; some other users have shared similar experiences. Note that my expectations aren’t 100% accurate.
- Great cost to feature ratio: If you’re looking for an all-in-one SEO tool, Serpstat is a great value. I think it’s underpriced — you won’t find any other tool priced more competitively.
- Responsive customer support: If you need help, you won’t be disappointed. You can contact customer support via chat and get a response within a couple of minutes. In fact, when I asked about the KW difficulty feature, I was informed that I would be notified once the dev team was done working on it.
- Extensive supporting documentation: Serpstat provides one-on-one video training, a knowledge base with use cases, user guides, and an informative YouTube channel. They also have a free learning center called the Serpstat Academy, which provides courses for beginners and advanced users.
- Site Audit: The site audit tool is extremely useful.
Should You Get Serpstat?
I think Serpstat lives up to its claims. It’s well-rounded and an excellent value for the price. Aside from the few drawbacks, I was quite impressed.
That said, I’m a long-time user of Ahrefs and don’t think I’ll switch anytime soon.
If you’re looking for an SEO tool that can compete with the major players for a price that won’t break the bank, I’d say you should absolutely get Serpstat.
Even if you’re using Ahrefs or SEMrush, take Serpstat for a spin. You may find it can do exactly what you need for a fraction of the price!
What Do You Think?
Have you tried Serpstat? Do you have experience with any of the competing tools mentioned in this article?
If you have, let us know what your favorite features are and how you use them to grow your business.
If you haven’t, give it a shot!
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