Ahrefs and Semrush
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Introducing: The Two Competitors

In the blue corner, we have Semrush.

Semrush is a comprehensive suite of digital marketing software. Although they concentrate on SEO (especially keyword research).

As you will see shortly, Ahrefs includes a variety of non-SEO capabilities as well. And we'll eventually compare the two.

However, it is essential to note that Semrush began as an SEO tool, which remains their primary focus.

In fact, you may use Semrush now to:

  • Optimize your content for SEO
  • Analyze competitor PPC campaigns
  • Reverse engineer a site’s top traffic sources
  • Analyze log files
  • Lots more

In the red corner, we have Ahrefs.

Ahrefs is best known as a backlink analysis tool. But over the last few years they’ve added A TON of new features.

Ahrefs blog – Unique features

This is why it is even conceivable to compare Semrush and Ahrefs. Several years ago, Ahrefs was solely focused on links.

Today, Ahrefs includes numerous features that make it a direct competitor of Semrush, such as:

  • Keyword research features
  • Keyword competitor analysis
  • Technical SEO tools
  • Rank tracking

The bottom line is that Ahrefs and Semrush have similar feature sets.

So it’s time to answer the key question: which SEO tool is the best overall?

Let’s get started.

Which Tool Is Best for SEO Keyword Research?

First, I decided to see which tool was best for finding new keywords.

Let’s see who came out on top.


With Semrush, you can see all of the keywords that a competing site currently ranks for.

Semrush – Analytics – Organic positions

This feature is nearly identical to the one in Ahrefs, with a few small distinctions.

(For instance, they offer various methods for measuring the amount of organic traffic a website receives from its first-page positions.)

This report from Semrush is unique in that it contains a LOT more detailed keyword data.

Ahrefs demonstrates search volume, CPC, and competitiveness. However, Semrush provides a TON of information on each phrase, such as the search volume trend and number of results.

Whether this is a good or bad thing depends on your particular circumstances. I prefer to concentrate on the main metrics. Consequently, the user interface of Semrush might be somewhat crowded.

But if you're a keyword analyser who has to swiftly examine 100+ phrases, having everything you need in one spot is quite helpful.

Additionally, Semrush offers a classic keyword research tool.

As with other keyword tools, you can view the search volume and competitiveness for a given keyword.

Semrush – Search volume and competition

And get a list of suggestions based on what you typed in.

Semrush – Related keywords

What makes Semrush’s keyword research feature unique is you also get data from Google PPC.

Semrush – Ads history

If you're an in-house SEO or manage an agency, you're likely conducting both SEO and Google Ads campaigns simultaneously.

And having SEO and PPC statistics readily available can be EXTREMELY useful.


Ahrefs has two main keyword research features:

  1. Keyword explorer
  2. Organic keywords

Let’s see how each one works.

Keyword explorer is like most other keyword tools on the market.

Type in a keyword. And get a list of ideas.

What’s unique about Keyword Explorer is the fact that Ahrefs doesn’t just show you search volume.

(Although they give you that data too.)

Ahrefs – Keto diet – Volume

They also let you know how many clicks you’ll get if you rank for that keyword.

Ahrefs – Keto diet – Keyword clicks

Why is this important?

It’s no secret that Google is packing the SERPs with features that “steal” clicks from the organic results.

Google SERP – Keto diet – Features

And Keyword explorer takes this into account.

For example, the keyword “leonardo dicaprio age” gets 18k searches per month:

Ahrefs – Leonardo DiCaprio age – Search volume

When you search for that keyword, the answer shows up in a Featured Snippet.

Google SERP – Leonardo DiCaprio age

Which is why only 2.3k people (around 12.7% of all searchers) actually click on an organic result.

Ahrefs – Leonardo DiCaprio age – Clicks

One other thing that makes Keyword Explorer cool is the fact that you can expand the results to get hundreds of different keyword ideas.

Ahrefs – Leonardo DiCaprio age – Keywords

You can also reverse engineer a competitor’s site using “Organic keywords” report.

Ahrefs – Organic keywords report

Overall, I have to say that Semrush wins this feature battle by a hair. Ahrefs may have a cleaner overall UI. But Semrush just gives you lots more data (both SEO and PPC), which makes it a more well-rounded keyword tool.

Next, I needed to determine which programme offered the most effective backlink checker.

Several years ago, I compared the link index in Semrush and Ahrefs (along with Moz Pro and Majestic).

In that analysis, Semrush and Ahrefs were virtually tied.

Ahrefs .vs. SEMrush – Organic keywords

Which Tool Has The Best Technical SEO Site Audit Feature?

The next feature I wanted to look at was technical SEO analysis.

In other words:

Which tool is best for finding technical SEO problems (and opportunities)?

Like with my backlink analysis, I ran my site through each of their site audit tools.

Let’s see what happened next…


Semrush has a very solid site audit feature.

Yes, you get an overall health score that gives you a general idea of how SEO-friendly your site is.

Semrush – Site audit – Backlinko

(At least when it comes to technical SEO.)

And Semrush also lets you know if your site has issues in terms of:

  • Broken links
  • HTTP status code errors
  • Crawl errors
  • Issues with robots.txt

Plus, they give you a list of things to start working on right away.

Semrush – Site audit – Top issues

Finally, Semrush has a cool “internal link distribution” report.

Semrush – Internal link distribution report

This breaks down how well your internal links are setup for SEO. In general, you want to internal link FROM high-authority pages TO pages that need more authority.

And this report lets you know if your site’s link authority is flowing in the right direction.

Semrush – ILR pages


Ahrefs gave my site an overall SEO health score of 81%.

Ahrefs – Health score

This was largely based on the fact that my site has 300+ pages with the “noindex” tag.

Ahrefs – Noindex pages

This isn’t actually a problem (we add them to pages that we don’t want Google to index).

So I don’t agree with Ahrefs that this is actually a problem. It definitely can be an issue. But it’s something that should be placed under a “thing to look at” category vs. something that impacts your SEO health score.

They also found a few other issues, like slow-loading pages and meta descriptions that were too short.

Ahrefs – Slow pages and short meta descriptions

To me, those ARE real problems that are worth fixing. So it’s nice to see that Ahrefs found them. Unfortunately, these actual issues were kind of buried underneath “issues” like noindex tags and pages that have a 301 redirect.

Ahrefs also recently added a “Structure Explorer” feature.

As the name suggests, this shows you how “deep” different pages are from your homepage.

Ahrefs – Structure explorer

In general, you want to have a “flat” site architecture. So this is a really easy way to see whether or not your site has pages that are too many clicks away from your homepage.

When it comes to technical SEO features, Semrush comes out on top. Its site audit features are more robust. And in my opinion, it does a better job of letting you know what you need to take action on first.

Which Tool Is Best for Rank Tracking?

Both Ahrefs and Semrush have rank tracking tools.

Let’s see which one is the best.


Like any rank tracker, Semrush regularly checks to see where you rank in Google for a set of keywords that you give it.

Semrush – Position tracking – Dashboard

That said, Semrush does have a few more features than Ahrefs here. For example, they have a “Visibility” score.

Semrush – Position tracking – Visibility

The other thing that separates Semrush is that they update tracked keywords pretty much every day.

Unfortunately, Ahrefs only updates theirs once or twice a week (depending on your plan).

Ahrefs – Update frequency

So if you’re someone that needs to stay on top of rankings changes, once per week may not cut it.


Ahrefs also has a super accurate rank tracker.

Ahrefs – Rank Tracker

I spot checked a few of the keywords, and the rankings seemed to match what Ahrefs reported. There’s not much else to say here.

In terms of rank tracking, Semrush beats out Ahrefs. Both do what rank trackers are supposed to do: track your rankings. But Semrush updates more often and has more robust features.

Which Tool Has The Best Support?

For some individuals, the support that comes with SEO software is as crucial as any feature.

Therefore, I decided to evaluate each tool's support.

For this test, I email each support team the exact same enquiry.

Hey there, How do you determine the search volume of keywords? Data from Google Keyword Planner or an other source?

This was a rather straightforward enquiry. But not a question as elementary as "how do I change my password?"

Consider each tool's performance.


To send my question to Ahrefs, all I needed to do was click on a little chat button in the bottom right corner of the page.

Ahrefs – Chat bubble

Easy peasy.

It wasn’t actually live chat. But I was happy with the fact that it took about 5 seconds to actually ask a question.

And about 10 minutes later, I received this helpful reply:

Ahrefs – Helpful chat reply



Semrush’s support is similar to what I’ve experienced with Ahrefs.

Like Ahrefs, Semrush offers live chat while logged in:

Semrush – Support chat

And in my experience, their support team replies super quickly.

Overall, both tools provide fantastic support.

Which Tool Has Cool Unique Features?

At this point we’ve compared the main features of each tool. Now it’s time to look at some of the unique features that make Ahrefs and Semrush unique.


Semrush has a few cool features that Ahrefs doesn’t have.

The biggest is their complete paid search software suite (Ahrefs has very limited features for PPC).

And Semrush has A TON of PPC competitor analysis features to help you get the most out of your Google Ads campaigns.

Semrush – AdWords positions

And if you do a lot of local SEO, Semrush has a “listings” tool that helps you set up your NAPs the right way.

Semrush – Listings management

(And find NAP opportunities that you may have missed.)


In my opinion, the one feature that makes Ahrefs different than most other SEO tools is: “Content Explorer”.

Ahrefs – Content explorer – Homepage

If you’ve ever used BuzzSumo before, then you know how this feature works.

Type in a topic that you want to write about…

Ahrefs – Content explorer – Keto diet

…and see which content has already done well in terms of backlinks, social shares and more.

Ahrefs – Content explorer results – Keto diet

Ahrefs also has a handful of “mini features” that I use all the time… features that few other tools have.

For example, I tend to use Ahrefs for broken link building.

That’s because I can EASILY find broken external and internal links in Ahrefs. In fact, this simple feature has saved me dozens of hours.

Ahrefs – Broken links

I have to say Semrush is the overall winner in the “cool feature” department. Honestly, both Ahrefs and Semrush have unique features that no other tool has. But Semrush’s unique features (especially their full-fledged PPC software) are a must if you’re running Google Ads campaigns along with SEO.

Which Tool Is The Best Overall Value?

Now it's time for the question you're likely pondering:

Which tool will provide the greatest value for money?

Obviously, this depends HEAVILY on your priorities. And the focus of your efforts.

If you spend the majority of your day developing links, for instance, you will appreciate how easy it is to find what you need in Ahrefs.

But if you're an agency that handles PPC, SEO, and content marketing for clients, you'll appreciate the fact that Semrush combines PPC and SEO into a single platform (and monthly fee).

With that disclaimer out of the way, here is a breakdown of the pricing for each tool.

Pricing for Semrush is quite straightforward ($119 to $449... with an enterprise plan based on requirements).

Semrush prices

You can use most of the main features of Semrush with a $119 “Pro” plan (like backlink analysis and keyword research). But you can’t get access to certain other features like historical data.

If you pay monthly, Ahrefs ranges from $99 all the way up to $999.

Ahrefs pricing

Unfortunately, Ahrefs recently switched over to usage-based pricing. Which makes comparing their pricing to Semrush a little more complicated.

Ahrefs – New pricing

Ahrefs used to have a straightforward pricing model: if you signed up to Lite, you got featured in Lite. If you signed up to Advanced, you got the features in Advanced. That’s how most SaaS plans work.

But out of the blue (literally announced as “effective from today”), Ahrefs switched over to usage-based pricing.

BusinessWire – Ahrefs launches new pricing

On the plus side, legacy users like myself can stick with their more straightforward pricing model. But this isn’t an option for new customers.

Also, as a legacy user, I don’t get access to new features until I switch over to usage-based pricing. Which is… not great.

In fact, this pricing change has caused quite a bit of frustration among many of Ahrefs’ most loyal users.

Ahref pricing – Unhappy customer

When it comes to pure value, Semrush wins. That’s mostly because you get a fully-featured SEO software suite AND Google Ads software for the same monthly price. Not to mention a simple pricing model that just makes sense.

Semrush vs. Ahrefs: And The Winner Is

I’ve personally used both tools since 2012. I happily pay for each tool every month because I think they complement each other well.

So to come up with a winner, I took lots of factors into account:

  • Link features
  • Keyword features
  • Value
  • Support and documentation
  • New feature updates
  • Bugs and problems
  • Overall value

But if you had to make me pick ONE tool to use for SEO, I’d have to go with Semrush.

This was a REALLY hard call to make. I honestly think you can’t go wrong with either tool.

Ahrefs and Semrush
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