If you want Moz alternatives that give you keyword data, backlink analysis, and site audits without Moz Pro pricing, this list has 15 tools worth your time, including four that are genuinely free. Some match Moz feature for feature, some beat it on data freshness, and a few cost nothing at all. Below you get a quick comparison table, then a short breakdown of each tool covering what it does, its standout feature against Moz, pricing, and who it fits best.
Quick comparison of the best Moz alternatives
| Tool | Best for | Free plan | Starting price |
|---|---|---|---|
| Semrush | All round SEO and PPC | Limited | Around $139.95/mo |
| Ahrefs | Backlink analysis | Webmaster Tools free | Around $129/mo |
| SE Ranking | Agencies on a budget | Trial only | Around $52/mo |
| Mangools | Beginners and bloggers | Trial only | Around $29/mo |
| Ubersuggest | Cheap keyword ideas | Limited daily | Around $29/mo |
| Serpstat | Growing teams | Limited | Around $59/mo |
| SpyFu | Competitor and PPC research | Search preview | Around $39/mo |
| Majestic | Deep backlink history | Limited | Around $49/mo |
| Seobility | Small site audits | Yes | Around $50/mo |
| Google Search Console | Your own site data | Yes, free | Free |
| Google Keyword Planner | Search volume ranges | Yes, free | Free |
| Bing Webmaster Tools | Indexing and keywords | Yes, free | Free |
| Ahrefs Webmaster Tools | Free site audit and backlinks | Yes, free | Free |
| Screaming Frog | Technical crawls | Up to 500 URLs | Around £199/yr |
| Sitechecker | Ongoing monitoring | Trial only | Around $49/mo |
1. Semrush
Semrush is the closest thing to a full Moz replacement and then some. It covers keyword research, rank tracking, site audits, backlink analysis, and paid search data in one account. The standout against Moz is the size of the keyword and advertising database, which makes competitor research far deeper. Pricing starts around $139.95 per month, so it is a step up in cost. Best for marketers and agencies who want one tool for both SEO and PPC and will use the extra data. [SCREENSHOT: Semrush domain overview dashboard]
2. Ahrefs
Ahrefs built its name on backlinks, and its link index still feels fresher than Moz Link Explorer in my testing. You also get a strong keyword explorer, content gap analysis, and rank tracking. The standout feature is the crawler, which updates link data quickly. Paid plans start around $129 per month, though Ahrefs Webmaster Tools gives you a free audit and backlink view for sites you own. Best for anyone who cares most about link building and competitor backlinks. [SCREENSHOT: Ahrefs Site Explorer backlink report]
3. SE Ranking
SE Ranking offers most of what Moz Pro does at a friendlier price. You get accurate rank tracking, keyword research, a site audit, and a backlink checker. The standout is flexible pricing that scales with how many keywords you track, so small sites pay less. Plans start around $52 per month. Best for freelancers and small agencies who want Moz style features without the Moz price tag. It also has a clean white label reporting option for client work.
4. Mangools
Mangools is a set of five tools, with KWFinder as the star. It is the friendliest option here for people who find Moz busy. The standout feature is how easy it is to find low competition keywords, with a clear difficulty score. Pricing starts around $29 per month on annual billing, one of the cheaper paid picks. Best for bloggers and beginners who want keyword ideas and simple rank tracking without a steep learning curve. The interface alone wins people over.
5. Ubersuggest
Ubersuggest, from Neil Patel, is a budget option that also has a free daily allowance. You get keyword ideas, content suggestions, basic site audits, and some backlink data. The standout is the lifetime plan, which lets you pay once instead of monthly. Free users get a few searches per day, and paid plans start around $29 per month. Best for solo bloggers and very small budgets who need direction more than depth. Data accuracy is lighter than Semrush or Ahrefs, so treat numbers as guidance.
6. Serpstat
Serpstat is an all round platform with keyword research, rank tracking, backlinks, and site audits. The standout against Moz is the keyword clustering and text analytics, useful when planning large content sets. Pricing starts around $59 per month, and there is a limited free tier for light use. Best for growing content teams that want one affordable tool and like planning topics in bulk. Its data footprint is smaller in some regions, so check coverage for your target country first.
7. SpyFu
SpyFu focuses on competitor intelligence, especially paid search. You can see the keywords rivals buy and rank for, plus their ad history going back years. The standout feature is that ad history depth, which Moz does not offer. Pricing starts around $39 per month, and you can preview competitor data before paying. Best for people who run Google Ads or want to reverse engineer a competitor. If you want a wider comparison, read our guide on SpyFu vs Semrush vs Moz.
8. Majestic
Majestic is a backlink specialist with one of the largest link indexes around. Its Trust Flow and Citation Flow metrics are the equivalent of Moz Domain Authority, and many link builders prefer them. The standout is historic link data, so you can study a domain over time. Plans start around $49 per month. Best for SEOs who live in backlinks and want a second opinion on link quality next to Ahrefs or Moz. It does not try to be an all round suite, and that focus is the point.
9. Seobility
Seobility is a friendly audit and monitoring tool with a real free plan, not just a trial. The free tier covers one project and a set number of crawled pages, which is enough for a small blog. The standout is the clear, prioritized audit report that tells beginners what to fix first. Paid plans start around $50 per month. Best for small site owners who want plain language technical checks and basic rank tracking. It is one of the four genuinely free options on this list.
10. Google Search Console (free)
Google Search Console is free and shows the exact queries bringing people to your site, plus clicks, impressions, and average position. No third party tool can match this first party data. The standout is that the numbers come straight from Google, so they are as accurate as it gets for your own pages. It does not do competitor research, which is why you pair it with another tool. Best for every site owner, full stop. If you are still getting indexed, see our steps to submit your website to search engines.
11. Google Keyword Planner (free)
Keyword Planner lives inside Google Ads and is free to use, even without running ads. It gives search volume ranges, keyword ideas, and competition data pulled from Google itself. The standout is that the ideas come from the source, which helps when other tools disagree. The catch is that volumes show as ranges unless you spend on ads. Best for anyone validating keyword ideas on a zero budget before committing to a paid tool. Use it alongside Search Console for a full free picture.
12. Bing Webmaster Tools (free)
Bing Webmaster Tools is the free counterpart to Search Console for Microsoft search. Beyond indexing, it includes a keyword research feature and a site scan with SEO suggestions. The standout is that you get free keyword data and audits from a search engine, and you can import your site straight from Google Search Console. Best for site owners who want a second free data source and care about Bing traffic, which also feeds some AI answer engines. Setup takes minutes.
13. Ahrefs Webmaster Tools (free)
Ahrefs Webmaster Tools is a free version of Ahrefs for websites you verify. You get a site audit, your backlink profile, and the keywords you rank for, all powered by the paid Ahrefs data. The standout is getting genuine Ahrefs quality data at no cost for your own domain. You cannot spy on competitors on the free plan, which is the trade. Best for owners who want a serious free audit and backlink monitor without paying. It is easily the strongest free backlink option here.
14. Screaming Frog SEO Spider (free up to 500 URLs)
Screaming Frog is a desktop crawler that finds broken links, redirects, duplicate titles, and other technical issues. The free version crawls up to 500 URLs, which covers most small sites. The standout is the depth of technical detail, which browser based audits rarely match. The paid licence removes the URL limit and costs around £199 per year. Best for anyone doing hands on technical SEO who wants to see a site the way a crawler does. Pair its findings with Search Console for priorities.
15. Sitechecker
Sitechecker is a monitoring focused platform with site audits, rank tracking, and change alerts. The standout against Moz is the on page checker and the alerts that ping you when something breaks or a ranking drops. Pricing starts around $49 per month with a trial. Best for owners who want to set up monitoring once and get told when action is needed, rather than logging in daily. Its visual reports also make client updates simple, which helps freelancers who manage a handful of sites.
How to choose the right Moz alternative
Start with budget, then use case. If you have no money to spend, combine Google Search Console, Bing Webmaster Tools, and Ahrefs Webmaster Tools for a full free stack that covers your own site. If you can pay a little, Mangools or SE Ranking give you Moz style features for less. If you want the deepest data and will use it daily, Semrush or Ahrefs earn their higher price. Link builders should look at Majestic, and anyone running ads should test SpyFu. Match the tool to the job you do most, not the longest feature list, and you will spend far less. New bloggers can grow into paid tools later using our roundup of the best blogging tools.
Verdict: the best Moz alternative overall
For most people the best paid Moz alternative is Semrush, because it replaces Moz and adds PPC and competitor data in one place. Ahrefs is the pick if backlinks matter more than anything. On the free side, the strongest option is Ahrefs Webmaster Tools paired with Google Search Console, which together audit your site and track your rankings for nothing. Choose by the work you do most, and you will not miss Moz Pro.
Frequently asked questions
Is Moz worth it in 2026?
Moz is still a solid tool for beginners who like its clean interface and Domain Authority metric. That said, rivals like Semrush and Ahrefs offer fresher data for a similar price, and free tools cover the basics. If you are starting fresh, compare before committing rather than defaulting to Moz.
What is the best free Moz alternative?
For your own site, Ahrefs Webmaster Tools is the strongest free option because it gives a real audit and backlink data. Pair it with Google Search Console for query and ranking data. Together they cover most of what a small site needs without paying anything.
Moz vs Semrush vs Ahrefs: which is better?
Semrush is the widest all round tool, Ahrefs leads on backlink data, and Moz is the simplest for beginners. For competitor and PPC research pick Semrush, for link building pick Ahrefs, and for an easy start pick Moz. Most professionals end up on Semrush or Ahrefs.
Can I do SEO without paid tools?
Yes. Google Search Console, Bing Webmaster Tools, Google Keyword Planner, and Ahrefs Webmaster Tools together give you keyword data, audits, and backlink checks for free. Paid tools save time and add competitor research, but a disciplined owner can rank a small site using only free tools.
What is the cheapest Moz alternative?
Among paid tools, Mangools and Ubersuggest are the cheapest, starting around $29 per month, and Ubersuggest also sells a one time lifetime plan. If cheapest means free, Seobility offers a real free plan, and the free tools from Google, Bing, and Ahrefs cost nothing at all.