Serpstat is an all-in-one SEO tool that businesses can use to find new keywords for content, analyze backlinks, get technical SEO data, and much more.

We’ve put Serpstat to the test. In this Serpstat review, you will learn about the pros and cons, key features, pricing, and support.

Last but not least, we will benchmark Serpstat against other major SEO tools such as Semrush and Ahrefs!

Table of Contents

Our Verdict

Serpstat has played an important role in enabling us to improve our search rankings by giving us access to technical SEO data, for example.

When analyzing SEO tools, there is one aspect that is highly important to me. How much time does it save me? The automated reports of Serpstat such as the Site audit tool have saved me significant time by identifying issues that I didn’t have to detect manually.

Based on my experience with Serpstat, I will use the tool for:

  • Keyword research;
  • Site audits;
  • PPC examples;
  • And competitive analysis.

Serpstat also has backlink features. While Serpstat is great at visualizing backlink patterns, the data is not as complete compared to Ahrefs. This is mainly because Ahrefs analyses 10 search engines and Serpstat 2.

It is important to note that Serpstat is more affordable than tools such as Semrush and Ahrefs which gives Serpstat an edge for small businesses.

In conclusion, Serpstat is a feature-rich SEO tool that can be considered the best next thing for an affordable price compared to Ahrefs and Semrush!

Overall, we score Serpstat 4 out of 5 stars.

Try Serpstat for free!
Markletic readers get a free 5 day trial. Use this code to unlock your trial: markletic_trial

What is Serpstat?

Serpstat is an all-in-one SEO software that provides tools people can use to conduct competitive analysis, keyword research, backlink audits, site audits, and track their search engine ranking.

Serpstat was founded in 2013 and started primarily as a keyword research tool. Since then it has evolved and has become a feature-rich platform that covers all areas of SEO.

Similar to Ahrefs and Semrush, Serpstat is a leader on the G2 grid for SEO software. However, both competitors are more mature players and therefore have a greater market presence.

Who should use Serpstat?

Serpstat is ideal for people who are getting started with SEO and want to conduct keyword research, get insights into backlinks, and find topics for new articles.

Serpstat provides excellent technical SEO features such as its site audit tool. This is an excellent feature for small business owners who don’t have in-house SEO teams. You will get automatic reports that detect if there are technical issues on your website that can harm your rankings.

Serpstat Pricing

Like most software companies, Serpstat has a subscription-based pricing model. Their entry-level plan will give you access to almost all the features.

When upgrading your plan, you will unlock extra features such as more team members, white labeling reports, extra support levels, and you will get more API access. Naturally, you will also unlock more data.

Pricing - Serpstat review
Serpstat pricing

Which pricing plans of Serpstat should I pick?

Bloggers, freelancers, and small businesses are best to go for their entry-level “Lite” package. 

Medium-sized businesses that have multiple people working on SEO should go for the “Standard” or “Advanced” packages, depending on the size of your team.

Enterprise companies should go for the “Enterprise” package which will unlock the most team members and the ability to white-label reports.

Is Serpstat free?

Serpstat is a paid tool and their entry-level plans start at $69 per month if you pay monthly. If you pay annually, you get a 20% discount meaning that you are effectively paying $55 per month. However, for people who want to test the waters, Serpstat has offered the readers of Markletic a free 5-day trial.

To activate your 5-day trial, simply navigate to Serpstat and use the code markletic_trial.

If you enjoy the trial, you can even use the code markletic_5 to get a 5% discount on your subscription.

Get a 5% discount on Serpstat
Use code markletic_5 to unlock your discount 

Does Serpstat offer a trial?

Yes, Serpstat does offer a free trial to the readers of Markletic.

To activate your trial, visit Serpstat, create your account and then go to your account page.

Trial - Serpstat review
Activate trial on Serpstat

Click on activate the trial and use the code markletic_trial for a free 5-day trial.

trial code - Serpstat review
Enter discount code on Serpstat

Serpstat Pros and Cons

I’ve tested Serpstat extensively and below are some of the things that I liked and disliked about Serpstat.

Serpstat Pros

  • The site audit tools save me loads of time when it comes to technical SEO.
  • The batch analysis tool allows me to keep an eye on all of my competitors and track their rankings.
  • It’s very affordable for small business owners.
  • Their level of support is stellar.
  • I love that Serpstat integrates with Google Data Studio.

Serpstat Cons

  • There is not a very active community on key social media channels.
  • The user interface needs to work to make things more user-friendly.
  • I would’ve liked it if Serpstat could offer more backlink data. Currently, it doesn’t compare to a tool such as Ahrefs.
  • I’m missing the option to run reports for the globe instead of having to select countries.

The Key Features of Serpstat

Serpstat offers a large suite of SEO tools to help you make the right decisions. The tools of Serpstat fall under the following categories:

  1. Website analysis
  2. Keyword research
  3. Backlink analysis
  4. Rank tracker
  5. Site audit

In this Serpstat review, we will dive into each category and we will take a look at the features that we found most important to our SEO analysis.

Tool Overview - Serpstat review
Serpstat overview

1. Website analysis

The tools under the “website analysis” category can be divided into:

Domain Analysis

When first exploring Serpstat, navigating to “Domain analysis” > “Overview” is a great place to start. Simply enter your domain name and you will get an overview of how your domain is performing. 

You will see the organic keywords that you’re ranking for as well as the keyword position distribution.

Domain overview - Serpstat review
Serpstat Domain analysis

The estimated search traffic doesn’t match with what you’d see in your Google Analytics. These numbers are mostly used to give you an estimate of traffic.

You will also see how many keywords are ranking for your top pages. This is a feature that we use often to check our organic competitors for a certain page.

Top pages - Serpstat review
Top pages overview

If you click on one of these links, you will be taken into the “URL analysis” set of tools. This is the place where you can find out who your organic competitors are.

URL Analysis

URL analysis is something I analyze for my high-traffic pages. Through Serpstat, I can check the keywords that my competitors are ranking for. Usually, it’s a good idea to incorporate those into your high-traffic pages as well to improve your rankings.

organic competitors - Serpstat review
Organic competitor overview on Serpstat

Below is an example of keywords that my competitors are ranking for.

Competitor keywords - Serpstat review
Keyword competition on Serpstat

What is the Missing Keywords tool on Serpstat?

The “Missing Keywords” tool provides a list of keywords that are related to your article but not widely adopted into the content. In essence, this information provides you with opportunities to improve your search traffic.

Missing Keywords - Serpstat review
Finding missing keywords on Serpstat

This is a valuable tool to identify quick wins that you can implement to drive more traffic to your existing articles.

Try Serpstat for free!
Markletic readers get a free 5 day trial. Use this code to unlock your trial: markletic_trial

2. Keyword Research

The most powerful tools of Serpstat can be found inside the “Keyword Research” category.

Here you will find a collection of tools for SEO and PPC research. In this Serpstat review, we will take a look at the best tools inside of this category. 

SEO Research

The “SEO Research” tools inside of Serpstat allow you to:

  • Identify new keywords for your content;
  • Find related keywords;
  • Find the top pages for specific keywords;
  • Find keyword competitors.

The tool that we use most often is the “Keywords selection” tool.

How do you use the Keywords Selection tool on Serpstat?

You can start using the “Keywords selection” tool by entering a keyword. Serpstat will offer you a list of related keywords, their difficulty, volume, CPC, and PPC competition.

Organic Keywords - Serpstat review
Organic Keywords on Serpstat

These lists can contain thousands of keywords, which begs the question:

Can I filter my keyword lists inside Serpstat?

Yes, Serpstat has built-in tools to filter the list to make the results more relevant to your needs. You can apply the following filters:

  • Volume;
  • Keywords;
  • Filter toponyms;
  • Misspelled Keywords;
  • Number of words in a keyword;
  • SERP features;
  • Keyword difficulty;
  • CPC;
  • Competition Level;
  • Number or results.

You can create advanced filters by using AND & OR operators. 

Keyword list filters - Serpstat review
Filter your keyword list on Serpstat

Another top tool under the “SEO Research” category is the “Related keywords” tool.

As the name suggests, the tool provides you with a list of keywords that are similar to your main keyword.

This is an easy way for you to identify long-tail keywords which will drive more organic traffic to your pages.

Related Keywords - Serpstat review
Related keywords on Serpstat

In both the “Keyword selection” and “Related Keywords” tools, you can select keywords and add them to their “Rank Tracker” tool. We will dive into this tool a bit further down in this Serpstat review.

Can I export keywords on Serpstat?

Yes, you can export every report that generates keywords, but you need to be on a paid plan.

PPC Research

The most useful tool inside the “PPC Research” toolset for me is the “Ads Example” tool.

Sometimes it’s difficult to come up with high-performing ads. The “Ads examples” tool allows you to see ads that are currently being displayed for certain keywords.

This gives you a good baseline when it comes to creating your ad copy. If these ads are currently in rotation, it’s likely because they’ve been performing well.

Ads example - Serpstat review
Ads examples

The “Ads example” is a nice tool on Serpstat, but the PPC tools that Semrush offers are a bit more sophisticated.

3. Backlink analysis

Backlinks are a crucial part of SEO as it helps to create authority for your website. When more relevant domains link to your website, the better your search rankings will get over time.

Having a toolset that makes it easy to analyze your backlink performance is crucial. So how does Serpstat stack up? Well, let’s review it!

When analyzing on Serpstat, the tool indicated that we had around 3.9k backlinks.

Backlink overview - Serpstat review
Backlinks overview on Serpstat

So how does this compare to a notorious backlink tool such as Ahrefs? Well, according to Ahrefs, Markletic has around 3.5k backlinks.

Ahrefs backlinks - Serpstat review
Backlinks on Ahrefs

I am very pleased to see that Serpstat and Ahrefs are reporting similar numbers.

Backlink tools should always be used with a grain of salt and marketers must use these tools to identify patterns. Marketers will never be able to identify the full truth as these numbers are constantly changing.

Serpstat is definitely capable of providing the data marketers need to answer backlink research questions.

Questions you can ask yourself are:

  • What type of content is used on pages with the highest number of backlinks?
  • Are the domains linking back to our website valuable and relevant to us?
  • Are we receiving backlinks from black hat SEO efforts?
  • Does our backlink profile increase our authority in the market?

Serpstat will give you insights into these questions. This is great news considering that Serpstat is cheaper than Ahrefs.

Serpstat offers the following tools in their Backlink toolset:

  • Backlink dashboard;
  • Referring domains;
  • Malicious sites;
  • Backlinks;
  • External links;
  • External domains;
  • Anchors;
  • Top pages;
  • Batch Analysis;
  • Links intersect.

4. Rank tracker

The “rank tracker” tool of Serps Erp is an excellent tool to track your ranking on the search engine results pages.

You can get started using the rank tracker tool by:

  1. Enter the main keyword of one of your pages;
  2. Enter the URL of that page.

The tool will then show you if you are winning or losing positions on the search engine results pages over time. This is an excellent time-saving feature that will allow you to track the rankings of your high-traffic pages.

Personally, I typically track my top 20 pages but whatever floats your boat!

Rank Tracker - Serpstat review
Rank tracker on Serpstat

Tracking your rank vs your competitors on Serpstat

Another useful tool that falls under the “Rank Tracker” category is the “Competitors” tool.

Here you can easily see what share of traffic is coming to your domain compared to your competitors. Naturally, these metrics should be taken with a grain of salt but it gives you a good understanding if your SEO efforts are paying off.

Rank Tracker Competitors - Serpstat review
Tracking your competitors

5. Site audit

Technical SEO is a crucial aspect that mustn’t be overlooked by any business. If your website is full of errors and is loading slow, your chances of ranking high on the search engines plummet.

One of my favorite features from Serpstat is their Site Audit tool. It’s an automated way for SEOs to get insights into the technical aspects of SEO.

This tool has delivered a lot of value for Markletic and my team has solved various technical issues based on the Serpstat reports. Think about things such as duplicate <title> tags and missing alt tags on images.

Site Audit - Serpstat review
Serpstart technical SEO dashboard

As you can see, there are 16 high-priority issues that we need to fix to improve our technical SEO. 

Technical SEO - Serpstat review
List of issues on Serpstat

Serpstat is highlighting issues on my site that I wouldn’t have been able to find manually - simply because it would take way too much time.

What does the site audit tool of Serpstat analyze?

The site audit tool of Serpstat checks your site for issues in the following categories:

  • HTTP Status code;
  • Meta Tags;
  • Headings;
  • Content;
  • Multimedia;
  • Indexation;
  • Redirects;
  • Links;
  • Server Parameters;
  • HTTPS certificate;
  • Hreflang attributes;
  • AMP-related issues;
  • Markup-related issues;
  • Pagespeed for desktop;
  • Pagespeed for Mobile.

How often does the site audit tool run on Serpstat?

You can configure how often the site audit tool runs. Some preconfigured options are daily, every 3 days, every 7 days, every 14 days, and every 30 days.

What is the SDO metric on Serpstat?

SDO (Serpstat Domain Optimization) is a metric developed by Serpstat that gives insight into the quality of domain optimization. The score is calculated based on the number of errors found on your website when running a site audit. High-priority errors will affect your score more than low-priority errors.

Get a 5% discount on Serpstat
Use code markletic_5 to unlock your discount 

6. Batch Analysis 

Do you have a bunch of competitors but you don’t want to track all of them manually? Well, Serpstat released a new tool called the “Batch Analysis” tool.

The tool allows you to paste a list of domains, or upload them by CSV, and the tool will compare all the domains in an easy-to-read overview.

Through the batch analysis tool you will get insights into:

  • Visibility
  • Keywords
  • Traffic
  • Paid Keywords
  • Ads
  • Fallen Keywords;
  • New keywords;
  • Lost keywords;
  • Domain rank;
  • Referring domains;
  • Referring pages;
  • Referring IP-addresses;
  • Referring subnets;
  • Nofollow backlinks;
  • Text links;
  • Redirecting links;
  • And image links.

Don’t worry, you can export this information!

Batch Analysis - Serpstat review
Batch analysis on Serpstat

This tool allows you to track the changes in key SEO metrics. The good news is that when you detect abnormalities, you can simply do a full domain analysis to understand what’s happening.

How many domains can I track using the Batch Analysis tool on Serpstat?

You can track up to 100 domains per list using the batch analysis tool on Serpstat.

Can I compare domains in certain countries using the Batch Analysis tool on Serpstat?

Yes, you can select the countries in which you want to compare domains on Serpstat.

Batch Analysis countries - Serpstat review
Comparing countries

Serpstat Support and Community

An important aspect of using marketing technology is the level of support that you receive from the vendor.

My experience with the Serpstat team has been nothing but positive. My questions were resolved fast both through ticketing but also through their chat functionality. 

When doing some extra research on the level of support that Serpstat offers, I found that SEO software typically scores an 8.8 on G2. Serpstat scores a 9.4 based on over 400 reviews. 

Safe to say that Serpstat offers great support. But what about the community?

Communities can make or break MarTech. Semrush has a Facebook group with about 1600 members at the time of writing. The group is not very active which is unfortunate. It’s a point of development for Serpstat.

Try Serpstat for free!
Markletic readers get a free 5 day trial. Use this code to unlock your trial: markletic_trial

Serpstat Alternatives

Whenever people talk about SEO tools, 2 competitors come to mind straight away: Semrush and Ahrefs

Serpstat vs Semrush

Semrush is a well-known tool for conducting SEO analysis. Compared to Serpstat, Semrush is a more mature player and it, therefore, comes with an advantage.

Serpstat currently has about 6.93 billion keywords in its database whereas Semrush has about 20 billion keywords in its database.

Both tools excel at certain things. For detailed keyword analysis and suggestions, I’d take a look at Semrush. If you want to have excellent site audit tools, then take a look at Serpstat.

Serpstat vs Ahrefs

Ahrefs is another well-known player in the SEO MarTech space. They are exceptional when it comes to backlinks audits, and it’s my go-to tool if I want extensive data on backlinks.

Ahrefs has data on 180.7 million unique domains which amounts to 406 billion pages that they have indexed. The numbers get even more impressive when taking a look at backlinks. Ahrefs has 23.5 trillion internal backlinks and 2.9 trillion external backlinks in its database. On the contrary, Serpstat has 1.6T backlinks and 367M domains.

The big difference between Ahrefs and Serpstat is that Serpstat looks at 2 search engines (Google and Yandex) and Ahrefs looks at 10 search engines.

It’s clear that this is hard to compete with, so for backlinks analysis, I recommend Ahrefs. However, Serpstat has better features when it comes to PPC and ads. So if you are planning to run advertising campaigns, then consider Serpstat. 

Serpstat Q&A

How large is the Serpstat database?

The Serpstat database contains 6.93 billion keywords, 1.62 billion domains, 202.61 million ads, and 4.54 billion search suggestions. Serpstat has data on 1.6 trillion backlinks.

How often does Serpstat update keywords?

Serpstat updates its keyword database daily.

How do I get access to the Serpstat academy?

You can visit the Serpstat academy by visiting this page. Simply create a new account and get started to learn more about Serpstat.

Does Serpstat integrate with Google Sheets or Google Data Studio?

Yes, you can integrate Serpstat with Google Sheets and Google Data Studio so that you can create your reports and manipulate the data. You can find the connector to Google Data Studio here. You can find the Google Sheets connector here.

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Written by:
Ricky is the founder of Markletic. He's an expert in B2B Marketing and Demand Generation strategies that drive rapid revenue growth for companies. Ricky has been leading marketing teams at global tech companies for 5+ years.