Semrush vs Ahrefs vs Moz vs Ubersuggest is the choice most people face when they decide to pay for an SEO tool. All four cover keyword research, backlinks, site audits, and rank tracking. The real differences are price, how much data you get, and how much of the tool you will actually use.
This guide puts all four tools side by side on price, entry plan limits, free options, keyword data, backlink data, and AI search features. Every price here was checked on the official pricing pages on 11 October 2026. If you want a wider list first, see our guide to the best AI SEO tools.
Semrush vs Ahrefs vs Moz vs Ubersuggest: Quick Comparison
| Point | Semrush | Ahrefs | Moz Pro | Ubersuggest |
|---|---|---|---|---|
| Best for | Teams that want SEO, content, and ads data in one place | People who work on backlinks and competitor research | Small sites that want simple reports and Domain Authority | Beginners and small budgets |
| Lowest paid plan | $139 per month (Pro) | $29 per month (Starter) | $49 per month (entry plan) | $29 per month (Individual) |
| Main plans | $139, $249, $499 | $129, $249, $449 | $99, $179, $299 | $29, $49, $99 |
| Free trial | Yes, on Pro and Guru | No | Yes, on selected plans | Yes, 7 days on monthly plans |
| Free option | Free account with limits | Ahrefs Free for site owners, plus free tools | Free tools such as MozBar and a link checker | Free searches with daily limits |
| Authority score | Authority Score | Domain Rating (DR) | Domain Authority (DA) | Uses its own domain score |
| One-time payment | No | No | No | Yes, lifetime plans |
The short version: Ubersuggest is the cheapest, Semrush is the broadest, Ahrefs is the strongest on links, and Moz sits in the middle with a simpler product.
Pricing Compared
Price is where these four tools are furthest apart. The table shows monthly billing in US dollars.
| Tool | Entry | Middle | Top | Yearly billing |
|---|---|---|---|---|
| Semrush | Pro $139 | Guru $249 | Business $499 | Save up to 17 percent. Pro works out to $117.33 per month |
| Ahrefs | Starter $29, Lite $129 | Standard $249 | Advanced $449 | Save up to 17 percent. Enterprise starts at $1,499 per month |
| Moz Pro | Entry plan $49, Standard $99 | Medium $179 | Large $299 | Save 20 percent. Standard works out to $79 per month |
| Ubersuggest | Individual $29 | Business $49 | Enterprise $99 | Lifetime plans are sold as a one-time payment |
Over one year on monthly billing, the cheapest full plans cost about $348 for Ubersuggest, $1,188 for Moz Pro Standard, $1,548 for Ahrefs Lite, and $1,668 for Semrush Pro. So Semrush Pro costs almost five times what Ubersuggest Individual costs.
Two details matter here. Ahrefs states on its pricing page that it does not run discounts or free trials. Ubersuggest is the only one of the four that sells lifetime access, and it states that lifetime purchases are final and non-refundable, so use the 7-day trial first.
What You Get on the Entry Plan
A low price means little if the limits are too tight. These are the limits on the lowest main plan of each tool.
| Limit | Semrush Pro | Ahrefs Lite | Moz Pro Standard | Ubersuggest Individual |
|---|---|---|---|---|
| Price per month | $139 | $129 | $99 | $29 |
| Websites or projects | 5 | 5 | 3 | 1 |
| Tracked keywords | 500 | 750 | 300 | Lower limits, see pricing page |
| Rank updates | Daily | Weekly | See pricing page | See pricing page |
| Users included | 1, extra from $45 | 1, extra $40 each | 1 | 1 |
Semrush updates tracked keywords every day on all plans, while Ahrefs lists weekly updates on all plans. Ahrefs Lite also has a limit of 1,000 credits per user each month, and that limit is removed on Standard. Ubersuggest Individual covers one project and 150 reports per day, which is enough for a single blog or a single business site.
Free Options and Free Trials
You can test all four tools before paying, but in different ways.
- Semrush: a free trial on the Pro and Guru plans, and a free account with limited searches.
- Ahrefs: no trial. Site owners can use Ahrefs Free for limited Site Explorer and Site Audit data on their own site. There are also free tools such as a keyword generator and a backlink checker.
- Moz: a free trial on selected Moz Pro plans, plus free tools such as MozBar.
- Ubersuggest: a 7-day free trial on monthly plans, and a small number of free searches each day without paying.
For a closer look at the free versions, our Ubersuggest vs Ahrefs comparison tests the free Ubersuggest report against the free Ahrefs tools with the same keyword.
Keyword Research: Same Keyword, Different Numbers
A common question is which tool has the most accurate keyword data. The honest answer is that they do not agree with each other. Infistan checked the keyword “ai seo tools” for the United States in three of the tools.
| Tool | Search volume | Difficulty | Checked on |
|---|---|---|---|
| Ubersuggest (free report) | 2,400 | 44 | 3 October 2026 |
| Ahrefs (free keyword tool) | More than 1,000 | Hard | 3 October 2026 |
| Semrush (paid account) | 2,900 | 63 percent, Difficult | 11 October 2026 |
Moz was not part of this test, so it is not in the table. The lesson is clear even with three tools: volume is close between Ubersuggest and Semrush, but the difficulty scores are far apart. Each tool uses its own scale, so compare keywords inside one tool and do not mix scores from different tools.
In depth, Semrush gave the most to work with in this check. It listed about 7,500 keyword variations and 220 questions for that one keyword. Ahrefs offers Keywords Explorer on every plan, with keyword clusters and search intents added on Standard. Moz and Ubersuggest give shorter lists that are easier for beginners to read.
Backlink Data and Authority Scores
Each tool has its own score for how strong a website is. Moz uses Domain Authority, Ahrefs uses Domain Rating, and Semrush uses Authority Score. These are third-party scores. Google does not use any of them.
In a test on 3 October 2026, wordpress.org showed a Moz Domain Authority of 98 and an Ahrefs Domain Rating of 97. The two scores were close, but the link counts behind them were counted in different ways. The full test is in our Moz vs Ahrefs comparison.
For link research, Ahrefs is widely used, and every plan includes Site Explorer, with broken backlink reports added on Standard. Semrush includes backlink tools on every plan. Moz is still the home of Domain Authority, which many clients and link sellers ask for by name. Ubersuggest shows backlink data too, but with lower limits.
Site Audit and Rank Tracking
All four tools crawl your site and report technical problems. The difference is scale.
- Semrush Pro: Site Audit and Position Tracking for up to 5 websites, with 500 keywords updated daily.
- Ahrefs Lite: 100,000 crawl credits per month and 750 tracked keywords updated weekly.
- Moz Pro Standard: 400,000 pages crawled per month and 300 tracked keywords across 3 sites.
- Ubersuggest Individual: site audits and rank tracking for 1 project.
If you manage one small site, every tool here is enough. If you manage client sites, the number of projects becomes the real limit, and that is where Ubersuggest Business with 7 projects at $49 is hard to beat on price.
AI Search Features
In 2026 all four tools have added features for AI search, where answers come from tools such as ChatGPT and Google AI Mode.
- Semrush sells an AI Visibility toolkit and a combined product called Semrush One, next to its classic SEO plans.
- Ahrefs includes Brand Radar with tracked AI prompts on its plans: 5 prompts on Lite, 10 on Standard, and 20 on Advanced.
- Moz Pro includes AI visibility dashboards and tracked prompts across four AI models, with 150 tracked prompts on Standard.
- Ubersuggest includes an AI chat feature and positions itself as a tool to rank on Google and in AI answers.
These features are new, and their limits change often, so check the pricing page before you buy for this reason alone. If you also write with AI, see our guide to AI content writing and paraphrasing tools.
Ubersuggest vs Semrush
Ubersuggest vs Semrush is the widest gap in this group. Semrush Pro costs $139 per month and Ubersuggest Individual costs $29, a difference of $110 every month. Semrush gives you 5 websites, 500 keywords with daily updates, and much deeper keyword lists. Ubersuggest gives you 1 project and simpler reports.
Pick Ubersuggest if you run one site and want clear guidance. Pick Semrush if SEO is your job, or if you also need content and advertising data in the same account.
Semrush vs Ahrefs vs Moz
Leave Ubersuggest out and the choice is Semrush vs Ahrefs vs Moz, the three long-established platforms. Semrush Pro at $139 and Ahrefs Lite at $129 are close in price. Moz Pro Standard at $99 is cheaper, and its entry plan at $49 is the lowest of the three if you only need the basics.
Semrush is the broadest of the three. Ahrefs is the most focused on links and competitor pages. Moz is the simplest to learn and the natural choice if Domain Authority is the number your clients ask about.
Ahrefs vs Semrush vs Ubersuggest
Many people skip Moz and compare only Ahrefs vs Semrush vs Ubersuggest. The answer does not change: Ubersuggest for a small budget, Ahrefs for link work, Semrush for an all-in-one account. Ahrefs also has a $29 Starter plan now, which matches the Ubersuggest entry price. Our Ubersuggest vs Ahrefs comparison covers that pair in detail.
Which Tool Is Best for a Small Business?
For a small business with one website, the question is usually budget and time, not data depth. A realistic order looks like this.
- Start free: Google Search Console, Ahrefs Free on your own site, and the free searches in Ubersuggest.
- First paid tool: Ubersuggest Individual at $29, or the Moz Pro entry plan at $49.
- When SEO becomes a real channel: Ahrefs Lite at $129 or Semrush Pro at $139.
Paying $139 per month for a tool you open twice a month is a common mistake. Start with the cheapest plan that answers your questions, and upgrade when you hit a limit.
Who Should Choose Which Tool?
Choose Semrush if
You want keyword research, site audits, daily rank tracking, content tools, and advertising data in one account, and you will use it every week.
Choose Ahrefs if
Backlinks and competitor research are your main work, or you want the $29 Starter plan from a tool with deep link data.
Choose Moz if
You want a simpler tool, you report on Domain Authority, or the $49 entry plan covers what you need.
Choose Ubersuggest if
You are a beginner, a blogger, or a small business owner, and price matters more than data depth. It is also the only one with a lifetime plan.
Frequently Asked Questions
Which is better: Semrush, Ahrefs, Moz, or Ubersuggest?
There is no single winner. Semrush is the broadest, Ahrefs is the strongest for backlinks, Moz is the simplest, and Ubersuggest is the cheapest. The best one is the cheapest plan that covers the work you actually do.
Which is the cheapest of the four?
Ubersuggest Individual and Ahrefs Starter both cost $29 per month. The Moz Pro entry plan costs $49. Semrush starts at $139 per month, or $117.33 per month on yearly billing.
Is Ubersuggest better than Semrush?
Ubersuggest is better on price and easier for beginners. Semrush is better on data depth, daily rank tracking, and the number of tools. For one small website, Ubersuggest is often enough.
Is Ahrefs better than Semrush?
Ahrefs is the usual choice for link research, and Semrush is the usual choice for an all-in-one account. Their entry prices are close: $129 for Ahrefs Lite and $139 for Semrush Pro.
Is Moz still worth it in 2026?
Yes for small sites and for anyone who needs Domain Authority. Moz Pro costs less than Semrush and Ahrefs at the same level, and it now includes AI visibility features.
Which tool has the most accurate keyword data?
No tool has exact numbers, because all of them estimate search volume. In our check of one keyword, Ubersuggest showed 2,400 searches and Semrush showed 2,900. Use one tool consistently and compare keywords inside it.
Can I do SEO with free tools only?
Yes, at the start. Google Search Console, Ahrefs Free, and the free searches in Ubersuggest cover the basics for one site. Paid tools save time once you track many keywords or study competitors often.
Final Verdict
In the Semrush vs Ahrefs vs Moz vs Ubersuggest comparison, the right pick depends on budget first. At $29, choose between Ubersuggest and Ahrefs Starter. Around $49 to $99, Moz Pro is the option. Above $129, the choice is between Ahrefs for links and Semrush for an all-in-one account.
Prices and limits in this guide were checked on 11 October 2026 and can change, so confirm them on each official pricing page before you pay. For more comparisons, browse all AI tools on Infistan.
