The 8 best alternatives to SimilarWeb for features, simplicity & pricing
SimilarWeb is well known for its digital intelligence tools, giving businesses visibility into audience behavior and market trends. But despite its capabilities, it may not align with what every SEO team is looking for. Some look for stronger SEO functionality, others want more flexible pricing, and many now prioritize tools that help them understand how their brand appears in AI-driven search.
This is where alternatives come in. In this guide, we’ll start with a closer look at SimilarWeb—its functionality, interface, AI-powered tools, and pricing—plus user reviews. Then we’ll explore eight SimilarWeb alternatives, highlighting their features and assessing their pros and cons.
But first, SimilarWeb at a glance
Below is a brief review of SimilarWeb’s main features and pricing to make comparing it with other platforms easy.
Functionality
SimilarWeb is best known as a digital intelligence platform, offering visibility into how people search, browse, and interact across industries. Its SEO toolkit includes keyword research, rank tracking, backlink analytics, and technical site audits.
The Keyword Research tool draws from a database of more than five billion terms, updated daily, and covers Google, YouTube, and Amazon. SEOs can compare competitors’ keyword performance, identify gaps, and evaluate opportunities based on metrics like search intent, zero-click rates, and keyword difficulty.
For performance monitoring, the Rank Tracker provides daily updates on keyword positions, SERP feature visibility, and competitor comparisons. Backlink Analytics inspects profiles across 360 trillion links, with data refreshed daily, allowing businesses to evaluate link quality, track new and lost domains, and benchmark against competitors. Meanwhile, the Site Audit tool checks over 300 performance and SEO factors, flagging indexability, crawlability, and user experience issues while offering prioritized recommendations.
AI search tools
SimilarWeb has responded to the shift to generative AI by developing an expanding suite of AI-powered features.
- The AI SEO Strategy Agent builds full keyword strategies by clustering search terms, benchmarking competitors, and recommending formats that perform best.
- AI Brand Visibility tracks how often a brand appears in AI-generated answers on platforms such as ChatGPT and Perplexity, benchmarking performance against up to 30 competitors.
- The AI Trend Analyzer detects surges in search demand, linking them to real-world events and campaigns.
- The AI Chatbot Traffic tool identifies how much site traffic originates from AI assistants, which queries drive those visits, and how competitors compare.
Interface
SimilarWeb’s interface is structured to support high-level market analysis. The dashboard organizes tools for traffic sources, keyword research, and competitor tracking, making it easy to switch between datasets. However, many users note that while functional, the interface feels dated compared to newer SEO platforms. It prioritizes breadth of data over sleek design, which some find less intuitive when focusing on day-to-day SEO tasks.
Price
SimilarWeb positions itself at the higher end of the market. Its Starter plan begins at $199 per month, offering keyword competitor insights, top traffic-driving pages, and audience journey analysis. For full SEO access, including rank tracking, technical SEO audit and backlink analytics, businesses must move to the Professional plan at $399 per month or negotiate custom Team and Enterprise packages. These upper tiers unlock extended historical data, support for additional users, and AI agents. All plans include a 7-day free trial.
Why would people look for alternatives to SimilarWeb?
The platform is widely adopted by enterprises and agencies, holding a 4.5 on G2 and 4.6 on Capterra. But while SimilarWeb is praised for its competitive intelligence and traffic data, many users find limitations that prompt them to consider alternatives.
A recurring concern is accuracy, especially for smaller or niche websites. As one G2 reviewer explained, traffic estimates are reliable for big sites but not for smaller ones. This makes it difficult for businesses in specialized industries to fully trust the insights they receive.
Others point out that the platform can feel overwhelming if you’re primarily focused on SEO rather than broader market intelligence.
Pricing is another common drawback. With entry-level plans starting at $199 per month and key SEO tools locked behind higher tiers, many users find the platform too costly. As one G2 reviewer noted, “access to advanced features remains expensive, which can be a barrier for freelancers or small businesses.”
Finally, usability can be an issue. Although the dashboard is well-structured, several reviewers describe the interface as outdated or unintuitive compared to newer SEO suites. This adds friction for smaller teams that value efficiency.
Now let’s move on to SimilarWeb’s top competitors.
Top 8 SimilarWeb alternatives
We looked at several powerful SEO tools and narrowed our selection to the key factors outlined in the table below. If you’re looking for solid alternatives to SimilarWeb, these are definitely worth a look:
- SE Ranking
- Ahrefs
- Semrush
- Moz
- Ubersuggest
- Nightwatch
- Search Atlas
- SpyFu
Use the comparison table below to quickly see how they stack up against each other.
SimilarWeb
SE Ranking
Winner!
Ahrefs
Semrush
MozPro
Ubersuggest
Nightwatch
Search Atlas
SpyFu
SimilarWeb
SE Ranking
Winner!
Ahrefs
Semrush
MozPro
Ubersuggest
Nightwatch
Search Atlas
SpyFu
SimilarWeb
$199/month
SE Ranking
Winner!
$65/month
Ahrefs
$129/month
Semrush
$139.95/month
MozPro
$49/month
Ubersuggest
$12/month
Nightwatch
$39/month
Search Atlas
$99/month
SpyFu
$39/month
SimilarWeb
1-10
SE Ranking
Winner!
5 – Unlimited
Ahrefs
5-100 unverified projects
Semrush
5-40
MozPro
1-25
Ubersuggest
1-15
Nightwatch
1
Search Atlas
5 – Unlimited
SpyFu
Unlimited
SimilarWeb
1-10
SE Ranking
Winner!
1-5, $20/month per extra seat
Ahrefs
1-3, $40-100/month per extra seat
Semrush
1, $45-100/month per extra seat
MozPro
1-3, $49/month per extra seat
Ubersuggest
1-5
Nightwatch
1 – Unlimited
Search Atlas
2-5
SpyFu
1, $30/month per extra seat
SimilarWeb
- Keyword Research
- Rank Tracker
- Backlink Analytics
- Site Audit
SE Ranking
Winner!
- Keyword Rank Tracker
- Keyword Research Tool
- Website Audit
- On-Page SEO Checker
- Competitive Research
- Backlink Checker and Monitor
- Content Marketing Module
- Local Marketing Module
Ahrefs
- Rank Tracker
- Keywordі Explorer
- Site Audit
- Site Explorer
- Content Explorer
- Report Builder
- GBP Monitor
- Link Inspect
Semrush
- Keyword Rank Tracker
- Keyword Research Tools
- Website Audit
- On-Page SEO Checker
- Competitive Research
- Backlink Analytics and Audit
- Content Marketing Tools
- Local SEO Tools
- Insights
MozPro
- Rank Tracker
- Keyword Explorer
- Site Crawl
- Link Research
- On-Page Grader
- Competitive Research & SERP Analysis
Ubersuggest
- Rank Tracking Tool
- Competitor Analysis Tool
- Keyword Research Tool
- Competitive Research
- Site Audit
- Traffic Estimation
- Link Building Tool
Nightwatch
- Rank Tracker
- Site Audit
- Keyword Research
Search Atlas
- Content Genius
- GBP Management Software
- Site Auditor
- On-Page Audit
- Link Building Software
- Backlink Analyzer
- Keyword Research
SpyFu
- Keyword Rank Tracker
- Keyword Research
- Competitive Analysis
- Backlinks Builder
SimilarWeb
- AI SEO Strategist
- AI Trend Analyzer Agent
- AI Chatbot Traffic Tool
- AI Brand Visibility Tool
SE Ranking
Winner!
- AI Results Tracker
- AIO Research
- AI Mode Research
- AI MCP server
Ahrefs
- Brand Radar
Semrush
- AI SEO Toolkit
MozPro
- AI Overviews feature in Keyword Research
Ubersuggest
- AI Search Visibility Tool
Nightwatch
- AI Tracking Tool
Search Atlas
- Quest tool
SpyFu
- SpyFu GPT
SimilarWeb
- API
SE Ranking
Winner!
- API
- Looker Studio
- Google Analytics
- Google Search Console
- Google Business Profile
Ahrefs
- API
- Looker Studio
- Google Search Console
Semrush
- API
- Looker Studio
- Google Analytics
- Google Search Console
- Google Business Profile
MozPro
- API
- Google Analytics
Ubersuggest
- Google Analytics
- Google Search Console
Nightwatch
- API
- AI SEO Agent
- Looker Studio
Search Atlas
- OTTO SEO
- OTTO Google Ads API
- Shopify
- WordPress
- Google Business Profile
SpyFu
- API
SimilarWeb
- Custom insights and reporting
- Additional user seats
SE Ranking
Winner!
- White label
- Lead Generator
- Branded, scheduled reports
- Additional user seats
- Agency Catalog
Ahrefs
- Reporting Tool
- Agencies directory listing
- Additional user seats
Semrush
- Branded, scheduled reports
- Lead Finder
- CRM & Client Portal
- Agency Partners Directory
MozPro
- White labeled, scheduled reports
Ubersuggest
- Reporting Tool
Nightwatch
- White labeled reports
- Agency Rank Tracker
Search Atlas
- White label
- Branded reports
SpyFu
- Sales leads & domain contacts
- Custom branded reports
SimilarWeb
✅ 7 days and limited free version
SE Ranking
Winner!
✅ 14 days
Ahrefs
Semrush
✅ 7 days
MozPro
✅ 7 days
Ubersuggest
✅ 7 days and and limited free version
Nightwatch
✅ 14 days
Search Atlas
✅ 7 days
SpyFu
Limited free version
SimilarWeb
SE Ranking
Winner!
Ahrefs
Semrush
MozPro
Ubersuggest
Nightwatch
Search Atlas
SpyFu
$199/month
$65/month
$129/month
$139.95/month
$49/month
$12/month
$39/month
$99/month
$39/month
1-10
5 – Unlimited
5-100 unverified projects
5-40
1-25
1-15
1
5 – Unlimited
Unlimited
1-10
1-5, $20/month per extra seat
1-3, $40-100/month per extra seat
1, $45-100/month per extra seat
1-3, $49/month per extra seat
1-5
1 – Unlimited
2-5
1, $30/month per extra seat
- Keyword Research
- Rank Tracker
- Backlink Analytics
- Site Audit
- Keyword Rank Tracker
- Keyword Research Tool
- Website Audit
- On-Page SEO Checker
- Competitive Research
- Backlink Checker and Monitor
- Content Marketing Module
- Local Marketing Module
- Rank Tracker
- Keywordі Explorer
- Site Audit
- Site Explorer
- Content Explorer
- Report Builder
- GBP Monitor
- Link Inspect
- Keyword Rank Tracker
- Keyword Research Tools
- Website Audit
- On-Page SEO Checker
- Competitive Research
- Backlink Analytics and Audit
- Content Marketing Tools
- Local SEO Tools
- Insights
- Rank Tracker
- Keyword Explorer
- Site Crawl
- Link Research
- On-Page Grader
- Competitive Research & SERP Analysis
- Rank Tracking Tool
- Competitor Analysis Tool
- Keyword Research Tool
- Competitive Research
- Site Audit
- Traffic Estimation
- Link Building Tool
- Rank Tracker
- Site Audit
- Keyword Research
- Content Genius
- GBP Management Software
- Site Auditor
- On-Page Audit
- Link Building Software
- Backlink Analyzer
- Keyword Research
- Keyword Rank Tracker
- Keyword Research
- Competitive Analysis
- Backlinks Builder
- AI SEO Strategist
- AI Trend Analyzer Agent
- AI Chatbot Traffic Tool
- AI Brand Visibility Tool
- AI Results Tracker
- AIO Research
- AI Mode Research
- AI MCP server
- Brand Radar
- AI SEO Toolkit
- AI Overviews feature in Keyword Research
- AI Search Visibility Tool
- AI Tracking Tool
- Quest tool
- SpyFu GPT
- API
- API
- Looker Studio
- Google Analytics
- Google Search Console
- Google Business Profile
- API
- Looker Studio
- Google Search Console
- API
- Looker Studio
- Google Analytics
- Google Search Console
- Google Business Profile
- API
- Google Analytics
- Google Analytics
- Google Search Console
- API
- AI SEO Agent
- Looker Studio
- OTTO SEO
- OTTO Google Ads API
- Shopify
- WordPress
- Google Business Profile
- API
- Custom insights and reporting
- Additional user seats
- White label
- Lead Generator
- Branded, scheduled reports
- Additional user seats
- Agency Catalog
- Reporting Tool
- Agencies directory listing
- Additional user seats
- Branded, scheduled reports
- Lead Finder
- CRM & Client Portal
- Agency Partners Directory
- White labeled, scheduled reports
- Reporting Tool
- White labeled reports
- Agency Rank Tracker
- White label
- Branded reports
- Sales leads & domain contacts
- Custom branded reports
✅ 7 days and limited free version
✅ 14 days
✅ 7 days
✅ 7 days
✅ 7 days and and limited free version
✅ 14 days
✅ 7 days
Limited free version
SE Ranking
SE Ranking is often considered the strongest all-in-one SEO platform for agencies looking for both depth and usability. Unlike SimilarWeb, which leans heavily on traffic intelligence and market data, SE Ranking provides a full suite of hands-on SEO tools while keeping its interface approachable and pricing flexible.
Functionality
Its Keyword Research tool uncovers thousands of new opportunities, complete with traffic forecasts and difficulty scores, while the Competitor Research tool breaks down rivals’ organic and paid campaigns in detail. For technical performance, the Website Audit crawls entire domains to highlight broken links, Core Web Vitals issues, and more, offering clear guidance on how to fix them.
On the backlink side, SE Ranking enables you to build and monitor a strong profile by tracking new and lost links, evaluating domain trust, and benchmarking against competitors. For content, the built-in Content Editor helps create optimized drafts, while the On-Page SEO Checker reviews existing pages and suggests improvements.
Local businesses also benefit from a dedicated Local Marketing toolkit, which simplifies Google Business Profile management, tracks map pack rankings, and monitors brand reputation. Agencies gain additional value with features like white-label reporting, unlimited scheduled reports, Looker Studio integration, and even a lead generation tool and the agency catalog to attract new clients.
AI search tools
Its AI Search Toolkit is designed to track brand visibility across platforms like Google AI Overviews, AI Mode, ChatGPT, Gemini, and Perplexity. The AI Results Tracker reveals where your site appears in generative results for your keywords and benchmarks this visibility against competitors.
The toolkit also includes AI Mode and AIO Research features, which allow users to analyze any domain and see how often it appears in AI-driven answers, which pages are being cited, and how visibility trends evolve over time. The AI Visibility Research module provides a broader industry view, showing how often brands are mentioned across multiple AI systems.
Moreover, SE Ranking’s API now includes an MCP server that integrates seamlessly with AI assistants like Claude and Gemini, providing real-time AIO insights. Simply enter a prompt, and the assistant retrieves the data instantly. This integration streamlines AI-driven workflows, making it easier to scale tasks like reporting, content ideation, and SEO analysis.
Unlike SimilarWeb, where advanced AI agents are only accessible in higher-tier enterprise plans, SE Ranking includes these capabilities even in its Pro plan, making it more accessible for SMBs and agencies.
Interface
The platform is designed for ease of use. Its left-hand menu organizes all project tools, while the top bar highlights user favorites for quick access. This simple structure allows both beginners and advanced professionals to navigate audits, tracking, and research efficiently without unnecessary complexity.
User reviews
SE Ranking consistently earns strong ratings—4.8 on G2 and 4.7 on Capterra. Users highlight its balance of features, accuracy, and affordability. One reviewer called it a “powerful SEO tool for everyone” that is “very helpful when analyzing prospects and clients’ websites”. Multiple reviewers emphasize its flexible pricing. Agencies in particular value the unlimited reporting and white-label options, noting that SE Ranking offers enterprise-level tools without enterprise-level pricing.
Price
SE Ranking is much more affordable than SimilarWeb. Plans start at $65 per month for the Essential plan, while the popular Pro plan at $119 per month includes AI visibility tracking, historical data, and Looker Studio integration. The Business plan, priced at $259 per month, adds API access and advanced AI research capabilities. Annual billing provides up to 20% savings. Plus, SE Ranking offers a 14-day free trial—twice as long as SimilarWeb’s.
Takeaway
SE Ranking stands out as the most balanced SimilarWeb alternative. It combines accurate data, advanced AI tracking, and a user-friendly interface at a much lower cost. For businesses and agencies that want robust SEO tools without sacrificing usability or overspending, SE Ranking is often the smarter choice.
Ahrefs
Ahrefs built its reputation as one of the most trusted SEO platforms on the market, largely in part due to its unrivaled backlink database and deep competitor research capabilities.
Functionality
Ahrefs offers a comprehensive toolkit that caters to both technical and strategic SEO needs. Site Explorer is its flagship feature, giving users the ability to dissect any domain’s organic traffic, backlink profile, and even paid search campaigns. Keywords Explorer expands on this by showing search volumes, click data, ranking difficulty, and traffic potential across multiple search engines. The platform also includes a robust Rank Tracker for monitoring keyword positions across devices and locations, and a Site Audit tool that highlights technical issues such as crawlability errors, redirect loops, and Core Web Vitals performance.
For content strategy, the Content Explorer tool provides insights into high-performing articles across the web, ranking them by backlinks, traffic, or social engagement. This makes it easier to identify trending topics and replicate what works.
Ahrefs is particularly recognized for its backlink analysis, powered by one of the largest link indexes in the industry (35 trillion links). Compared to SimilarWeb, which tracks backlinks but leans more on market research, Ahrefs offers far more granularity for link-building campaigns.
AI search tools
Ahrefs has developed Brand Radar, an add-on that tracks how brands appear in AI-generated responses. It monitors visibility across platforms like ChatGPT, Perplexity, Gemini, Microsoft Copilot, and Google’s AI Overviews, offering benchmarking against competitors and topic-level insights.
Interface
Ahrefs has a clean layout with left-hand and top menus that provide access to all its tools, from keyword research to site audits. While the design is straightforward, the sheer amount of data can feel overwhelming at first.
User reviews
Ahrefs consistently receives high ratings, with 4.7 stars on Capterra and 4.5 on G2. Many reviewers highlight the depth of its datasets. One G2 user described it as a “powerhouse for SEO insights and competitor analysis”, while other reviewers praised its reliable and extensive backlink data.
But not all feedback is glowing. Some reviewers point out limitations in keyword data accuracy. Others point to pricing as a barrier, noting that while the platform delivers valuable insights, costs can escalate quickly with add-ons and higher usage needs.
Price
Ahrefs uses a credit-based pricing model, which can make costs unpredictable. The Starter plan at $29 per month offers limited access with only 100 monthly credits. The Lite plan, priced at $129 per month, is more practical for freelancers and small businesses, allowing 750 tracked keywords, six months of historical data, and 500 credits. Advanced users may need to upgrade to the Standard ($249/month) or Advanced ($449/month) plans, while large agencies can choose the Enterprise plan at $1,499 per month.
On top of these tiers, additional expenses stack up: extra user seats cost between $40 and $100 per month, daily rank updates require an upgrade, and AI visibility monitoring via Brand Radar adds another $199 per month. But compared to SimilarWeb’s expensive enterprise-focused pricing, Ahrefs can still be more affordable for smaller teams.
Takeaway
Ahrefs is an excellent choice for SEO professionals who value data accuracy, competitor research, and backlink analysis especially. Its link index is second to none, and its content discovery features help marketers spot opportunities that others might miss.
Semrush
Semrush is one of the most widely used SEO platforms. Unlike SimilarWeb, Semrush covers nearly every aspect of online visibility—SEO, content, local marketing, paid ads, and even social media. This makes it a go-to solution for businesses that want an all-in-one platform.
Functionality
Semrush offers one of the most extensive feature sets on the market. It comes with over 55 tools and features.
For off-page SEO, you can use tools like Backlink Analytics, Backlink Audit Tool, Backlink Gap, Bulk Backlink Analysis, Listing Management, and the Link Building Tool. These tools analyze backlink profiles, identify link-building opportunities, monitor high-value backlinks, and much more.
Its keyword research toolkit allows users to explore new terms, evaluate ranking potential, and uncover long-tail opportunities. The platform also provides deep competitor analysis, showing traffic estimates, keyword rankings, and historical data to track rival strategies over time. The Site Audit identifies crawl issues, Core Web Vitals problems, and indexing errors. For content creation, Semrush includes a writing assistant, topic research tool, and content distribution options to improve on-page performance.
Beyond SEO, Semrush also offers PPC campaign tracking and social media scheduling.
AI search tools
Semrush has introduced AI-powered visibility reports that track how often a brand appears in AI-generated results on platforms like Google’s AI Mode, AI Overviews, ChatGPT, Gemini, and Perplexity. These reports not only monitor brand presence but also highlight the type of content earning citations and provide recommendations for improvement.
Interface
The Semrush dashboard is dense and feature-rich, with navigation that organizes dozens of tools. While powerful, this structure can feel overwhelming for new users. Many reviewers note that the platform takes time to master, with some describing it as unintuitive at first. Compared to SimilarWeb’s more straightforward, top-level interface, Semrush provides a much deeper but more complex user experience. For experienced marketers, this depth is a strength; for beginners, it may be a barrier.
User reviews
Semrush earns strong ratings: 4.5 on G2 and 4.6 on Capterra. Users frequently praise its broad feature set and the value it brings to SEOs. One G2 reviewer explained, “What we love most is how Semrush connects SEO, content, and PPC into one seamless workflow, saving time and delivering better client results.” On Capterra, users also highlight its extensive reporting and analytics capabilities.
However, pricing is one of the most common complaints. Others mention usability challenges, noting that the platform can feel overwhelming at first.
Price
Semrush is positioned at the higher end of the SEO software market. Its Pro plan starts at $139.95 per month, offering five projects, 500 keywords to track, and 10,000 results per report. The Guru plan costs $249.95 per month and adds historical data and content marketing tools, while the Business plan, at $499.95 per month, includes advanced integrations and expanded limits. Each plan comes with only one user seat, and additional seats cost between $45 and $100 per month. You can test this software with a 7-day free trial.
Compared with SimilarWeb, Semrush’s entry pricing is slightly lower, but its costs rise quickly, especially for agencies that require multiple users or add-ons like AI search visibility.
Takeaway
Semrush is one of the most comprehensive digital marketing platforms available. It offers far more hands-on SEO, content, and PPC tools than SimilarWeb, making it ideal for businesses that want a complete suite. However, high pricing, additional fees for extra users, and questions about data accuracy mean it’s not always the most efficient or affordable choice. For teams that need everything under one roof and have the budget to match, Semrush is a strong SimilarWeb alternative.
Moz Pro
Moz Pro has long been recognized as one of the more approachable SEO platforms, designed to make optimization accessible without overwhelming users. Compared to SimilarWeb, which blends SEO features into a broader analytics framework, Moz Pro is more specialized. It won’t provide the same breadth of traffic or market insights, but it gives SEO professionals exactly the data they need to improve rankings.
Functionality
Moz Pro offers a set of essential tools to manage and improve search performance. Its Keyword Explorer helps uncover new opportunities, assess ranking difficulty, and prioritize terms that deliver the most value. The Rank Tracker allows businesses to monitor performance on different search engines across desktop and mobile.
For technical SEO, Moz’s Site Crawl highlights issues such as duplicate content, broken links, and redirect chains, offering clear steps to fix them. You can also use the On-Page SEO Checker to optimize your content for target keywords with data-driven reports.
The Link Explorer evaluates domain authority, analyzes backlink profiles, and helps identify potential link-building opportunities. Custom reporting features are also available, giving marketers the ability to package data in a clear and client-friendly way.
AI search tools
Moz has recently introduced an AI Overviews Tracking feature to help businesses adapt to Google’s generative search results. This tool shows how often target keywords trigger AI Overviews and whether a brand appears in those results. It also allows for competitor comparisons, helping teams benchmark their visibility.
Unlike SimilarWeb, which tracks brand presence across multiple AI platforms, Moz’s AI capabilities are narrower in scope and limited mainly to Google’s AI Overviews.
Interface
The Moz Pro interface is known for its simplicity. Data is presented in clean, easy-to-read dashboards that reduce reliance on technical expertise. For smaller teams or beginners, this clarity is a major advantage. However, some reviewers note that while the platform is user-friendly, it lacks customization options and can feel limited for more advanced workflows.
User reviews
Moz Pro earns solid reviews, with a 4.3 rating on G2 and 4.5 on Capterra. Many users appreciate its ease of use. Several highlight its Keyword Explorer and Link Explorer features: “The keyword research and link analysis features are robust, providing us with actionable insights that have significantly improved our search engine rankings.” Another user praised the accuracy of its keyword tools.
However, some users mention that the platform feels limited in terms of features compared to other SEO tools.
Price
Moz Pro is generally more affordable than SimilarWeb. The Starter plan begins at $49 per month (compared with SimilarWeb’s entry-level $199 plan), including one campaign, one user, and 50 tracked keywords. The Standard plan, priced at $99 per month, expands to three campaigns and 300 keywords. The Medium plan at $179 per month is often considered the best value, offering 10 campaigns, 1,500 tracked keywords, and broader crawl limits. Larger plans go up to $299 per month, with higher limits, advanced reporting, and additional seats.
All plans come with a 7-day free trial.
Takeaway
Compared to SimilarWeb, Moz Pro trades breadth for accessibility, making it an attractive option for small teams and those new to SEO. Its keyword research, site audit, and link analysis tools cover the essentials, and its simple interface makes it approachable even for beginners.
Search Atlas
Search Atlas is a newer player in the SEO space, launched in 2022, and has quickly gained attention for its AI-powered automation. While SimilarWeb emphasizes industry-level benchmarking, Search Atlas focuses on simplifying SEO execution by combining audits, content optimization, local SEO, and link-building into one platform.
Functionality
Search Atlas is built around tools that streamline SEO workflows. Its OTTO SEO assistant automatically applies technical fixes, generates content improvements, builds backlinks, and manages Google Business Profiles. The Content Genius v3 module creates publication-ready articles in minutes using real-time SERP analysis, semantic grading, and AI-driven suggestions.
For technical health, the platform offers a Site Auditor to detect crawl issues, performance bottlenecks, and SEO errors, complete with how-to-fix guidance. Its Link Building Software supports prospect discovery, outreach management, and journalist pitching, backed by a database of 100 trillion backlinks. Local SEO is managed through GBP tools that provide automated Q&A, review responses, and citation building. It also creates agency-ready dashboards and branded reports with AI-generated executive summaries for clients.
Compared with SimilarWeb, Search Atlas delivers more hands-on optimization features.
AI search tools
One of the standout features in Search Atlas for SEOs is the Quest Tool. It lets you see exactly how LLMs generate responses, pinpointing which sources and documents are influencing the answers. That kind of insight helps you fine-tune your content to improve visibility in AI-powered search.
Interface
Search Atlas presents a modern interface designed to centralize key workflows in one place. The dashboard is structured around major functions: auditing, content, link building, and local SEO—allowing users to switch easily between different projects without juggling multiple tools. The layout is clean, with clear navigation that highlights the platform’s automation features.
User reviews
Search Atlas earns strong user ratings: 4.7 rating on G2 and 4.9 on Capterra. Users highlight its ease of use and helpful customer support, but some reviewers report that the platform has bugs and lacks strong mobile accessibility.
Price
Search Atlas offers four pricing tiers. The Starter plan at $99 per month includes one OTTO SEO project and three Google Business Profile projects. The Growth plan at $199 per month adds advanced features like the Quest Tool, real-time monitoring, and expanded project limits. The Pro plan, priced at $399 per month, scales to more projects and seats, while the Enterprise plan offers unlimited projects and custom solutions. All plans come with a 7-day free trial.
Compared with SimilarWeb, Search Atlas is much more affordable at entry level, but costs rise quickly when scaling to larger plans.
Takeaway
Search Atlas stands out as a SimilarWeb alternative for businesses that want AI-powered automation. Its tools handle everything from technical audits to content creation and link building, with unique visibility into AI-driven search. However, its complexity, performance issues at scale, and rising costs for larger teams mean it may not suit everyone.
Ubersuggest
Ubersuggest, created by Neil Patel, has grown from a simple keyword suggestion tool into an SEO platform. While SimilarWeb is built for enterprise use, Ubersuggest is designed with simplicity and affordability in mind, making it a strong choice for freelancers and small businesses.
Functionality
Ubersuggest covers the core SEO tasks most users need without overwhelming them with extra features. Its Keyword Research tool provides keyword suggestions along with search volume, CPC, and competition data. You can also analyze specific keywords using various metrics. The Rank Tracking feature lets users follow keyword positions across desktop and mobile results, while the Site Audit identifies issues such as crawl errors, slow-loading pages, and missing meta tags, complete with suggestions for improvement.
You can also analyze competitor data, including traffic overview, top keywords and pages, similar websites, and content ideas.
The Link Building tool provides insights into backlink profile quality and new link opportunities.
AI search tools
Ubersuggest now offers a new AI Search Visibility tool that tracks your brand’s performance in ChatGPT, with support for Gemini and Perplexity coming soon.
The tool shows how your brand appears in LLM-generated answers, how often you’re mentioned, and how your visibility compares to competitors. You’ll also see the top prompts that trigger mentions of your brand (or your competitors) and visibility trends over time.
Interface
Ubersuggest has a clean, beginner-friendly interface. Tools for keyword research, audits, link building, AI search visibility and rank tracking are easy to find in just a few clicks. The layout avoids clutter, making it simple to focus on the data that matters most.
User reviews
Ubersuggest has a 4.2 rating on G2 and 4.4 on Capterra. Many users highlight its affordability and ease of use, and several also praise its keyword research capabilities.
However, some users have raised concerns about the accuracy of its data.
Price
Ubersuggest is one of the most budget-friendly SEO platforms. Subscriptions range from $12 to $40 per month, with plans scaling based on projects, users, and search allowances. The Individual plan starts at $12 and includes 150 daily reports, weekly site audits for up to 1,000 pages, and 20,000 keyword suggestions per month. The Business plan at $20 per month supports up to 7 projects and 2 users with more generous limits, while the Enterprise plan at $40 per month expands to 15 projects and 5 users. A one-time lifetime payment option is also available.
All plans come with a 7-day free trial.
Takeaway
Ubersuggest is a strong SimilarWeb alternative for small teams and beginners who want essential SEO features without high costs or complexity. While it lacks the scale, data depth, and enterprise-level tools of platforms like SimilarWeb, its affordability, ease of use, and growing set of AI features make it one of the best entry-level SEO platforms available.
Nightwatch
Unlike SimilarWeb, Nightwatch focuses on delivering accurate, detailed performance data for keywords, SERPs, and local SEO. This makes it especially appealing to agencies and professionals who prioritize precision and client-ready reporting over broad market analytics.
Functionality
Nightwatch’s Rank Tracking tool is built for both growth teams and enterprises, offering daily updates, multi-engine support (Google, Bing, YouTube, etc.), and precise location-based tracking down to the city or zip code. It goes beyond basic rankings by tracking SERP features like featured snippets, AI Overviews, and Local Packs, while also providing keyword segmentation, competitor comparisons, and customizable reports with key metrics like average position and search visibility.
Beyond rank tracking, Nightwatch includes a Site Audit tool that identifies issues like crawl errors, redirect chains, and broken links, while also providing a comprehensive Health Score. Its Keyword Research feature helps you discover high-value keywords with metrics like search volume, CPC, and competition level, using advanced machine learning models to aggregate data from multiple sources. Additional features include intent detection, trend forecasting, and global market support with real-time updates.
Nightwatch’s SEO Reporting tool lets users build attractive, white‑labeled reports quickly using a drag‑and‑drop report builder. It can pull in data from multiple sources like Nightwatch itself, Google Analytics, and Search Console, so clients or stakeholders get all the important SEO and ranking metrics in one place. You can automate when and how these reports are delivered.
AI search tools
Nightwatch’s AI Tracking lets you monitor how your content is performing in LLM responses (like ChatGPT and Claude). You can track keyword positions specifically for LLMs, see which prompts or queries are bringing visibility, compare your performance with competitors, and include those insights in reports.
Interface
Nightwatch’s interface is clean and easy to use, with a dark-themed dashboard that shows important SEO stats like keyword rankings and search visibility using simple graphs. You can easily switch between tools and customize the view to focus on what matters most. Compared to SimilarWeb, Nightwatch is far more straightforward, keeping its design centered on rankings and technical data.
User reviews
Nightwatch is highly rated, earning a 4.9 on G2 and 4.8 on Capterra— the highest scores among all the alternatives presented. One user commented, “They have so many features and their software is so powerful that I cannot cover all of it here.” Users also frequently praise its flexible reporting and robust rank tracking capabilities.
Price
Nightwatch uses flexible pricing based on the number of keywords tracked. The entry-level plan starts at $32 per month for 250 keywords, daily updates, 50 reports, and tracking for 50 websites. Higher plans, beginning at $82 per month, add features like Looker Studio integration, unlimited white-label reports, and API access. The most advanced plan, at $559 per month, scales to 10,000 daily tracked keywords, 1,000 websites, and 50,000 site audit pages. You can also request a custom plan if you need higher limits.
All plans include a 14-day free trial.
Takeaway
While Nightwatch doesn’t have the broad digital intelligence or traffic analysis capabilities of SimilarWeb, its rank tracking, local SEO support, and customizable reports make it ideal for agencies. For teams focused on visibility and client reporting rather than market-wide analytics, Nightwatch is one of the most precise and reliable tools available.
SpyFu
SpyFu is a budget-friendly SEO and PPC research tool with a strong focus on competitor intelligence. SpyFu helps businesses uncover exactly how rivals attract visitors and run paid campaigns. This makes it especially appealing for small businesses and agencies that want practical insights without high costs.
Functionality
With the SEO Research module, you can uncover the organic keywords your competitors rank for, analyze ranking history, and explore backlink profiles. The PPC Research tool lets you see which keywords competitors are bidding on, view their ad copy, and track their Google Ads spending trends over time.
SpyFu’s Keyword Research tool helps you discover high-value terms and organize them into actionable clusters. SERP Analysis shows keyword difficulty, ranking history, and real-time positions.
You can also use a ChatGPT integration that pulls in real SpyFu data—such as keyword, domain, and competitor information—directly into your prompts.
For outreach and sales teams, List Builder and Lead Contact Info help generate targeted lists of potential leads based on ad spend, keywords, and other filters. Lastly, reporting features allow you to generate white-labeled, customizable reports and download data. You can also perform detailed SEO content analysis using SpyFu’s Rival Flow AI, which analyzes top-ranking pages, highlights key differences, and helps you rewrite your content to compete more effectively.
However, there is one drawback: SpyFu doesn’t offer technical or on-page optimization tools.
AI search tools
SpyGPT lets you see how your brand is mentioned in responses generated by ChatGPT across millions of queries. You can view both the prompts and the answers that include your brand mentions. This can help you discover what questions people are asking about your brand and identify opportunities to improve how ChatGPT recommends or references you.
Interface
The interface is simple and practical. A top navigation bar organizes the main tools, and reports are easy to read, making it accessible even for beginners. While it lacks the polish of larger platforms, many users appreciate how quickly they can pull competitor insights. Compared with SimilarWeb’s more complex layout, SpyFu feels lighter and more focused.
User reviews
SpyFu holds a 4.6-star rating on G2 and 4.5 on Capterra. Users often highlight its affordability and strong competitive data. One reviewer wrote, “SpyFu provides insight into the keywords, trending search terms, and associated landing pages from top-ranking competitors in every category.” Another praised its overall accessibility.
However, drawbacks include a smaller database compared to tools like Ahrefs or Semrush, as well as limited keyword coverage. Some users also note that the lack of technical SEO tools makes SpyFu less suitable as a complete all-in-one solution.
Price
SpyFu is one of the most affordable platforms in its category. The Basic plan starts at $39 per month and includes 10,000 row search results, six months of historical data, and domain analysis. The Professional plan, at $79 per month, offers unlimited search results, 15,000 weekly tracked keywords, 500 sales leads and domain contacts, API access, and over 10 years of historical data. Even at higher tiers, SpyFu’s pricing remains well below that of SimilarWeb.
Takeaway
SpyFu is a strong SimilarWeb alternative for users who want deep insights into competitors’ SEO and PPC strategies without breaking the bank. It stands out for ad history and rival tracking but lacks the advanced SEO and AI features found in platforms like SE Ranking.
FAQ
Several SEO and marketing platforms compete with SimilarWeb by offering overlapping features. The most notable competitors include SE Ranking, Ahrefs, Semrush, Moz Pro, Search Atlas, Ubersuggest, Nightwatch, and SpyFu. Each tool has its own strengths.
Yes, SimilarWeb offers a limited free version that allows users to access basic website traffic and keyword insights. However, to unlock advanced features like rank tracking, backlink analytics, or AI-powered tools, you’ll need to subscribe to one of its paid plans, which start at $199 per month.
Yes, tools like Ubersuggest and SpyFu offer free versions, but they are quite limited. If you’re on a tight budget and need more data, you can also explore the low-cost plans available from these tools, as well as from Nightwatch.
It depends on your goals. Semrush is stronger for hands-on SEO and digital marketing tasks like keyword research, technical audits, content optimization, and social media management. SimilarWeb, on the other hand, is better for high-level market intelligence, audience behavior, and competitive traffic analysis.
Moz Pro is better suited for straightforward SEO needs like keyword research, link analysis, and site auditing, with a focus on usability and lower pricing. SimilarWeb is better for enterprises that need large-scale traffic insights and benchmarking.
Summary: Which SimilarWeb alternative is the best choice?
Each has its strengths: Ahrefs for backlink intelligence, Semrush for all-in-one marketing, Moz Pro for simple and affordable SEO, Search Atlas for AI automation, Ubersuggest for budget-conscious beginners, Nightwatch for precise rank tracking, and SpyFu for cost-effective competitor insights.
SE Ranking is the most balanced choice. It combines keyword research, audits, backlinks, content optimization, local SEO, and competitor tracking in an intuitive platform, while its AI Search Toolkit keeps businesses visible in generative search. In short, SE Ranking offers the best mix of features, affordability, and ease of use, making it the strongest SimilarWeb alternative.
