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SEMrush vs Moz (2021): Comparing Top SEO Tools

SEMrush and Moz are the top all-in-one SEO tools favored by digital marketing agencies all over the world. Both have numerous tools and solutions that let you dive deep into how your SEO efforts are doing, what you need to work on to improve, and where you should set your sights on next. To help you decide which SEO toolkit helps you achieve your objectives better, we compare the key features, strengths, and weaknesses of SEMrush vs Moz Pro below.

SEMrush vs Moz SEO Tool Comparison Chart

NameSEMrush ProMoz Pro
SEMrush logoMoz logo
PriceCheck Price at SEMrush.comCheck Price at Moz.com
CampaignsPro: 3
Guru: 15
Business: 25
Standard: 3
Medium: 10
Large: 25
Keyword RankingsPro: 500
Guru: 1,500
Business: 5,000
Standard: 300
Medium: 800
Large: 1,900
Pages Crawled per MonthPro: 100,000
Guru: 300,000
Business: 1,000,000
Standard: 400,000
Medium: 2,000,000
Large: 5,000,000
Keyword Queries per MonthPro: 250
Guru: 1,000
Business: 5,000
Standard: 150
Medium: 5,000
Large: 15,000
Results/Rows per QueryPro: 10,000
Guru: 30,000
Business: 50,000
Standard: 10,000
Medium: 30,000
Large: 50,000
Scheduled PDF ReportsPro: 5
Guru: 20
Business: 50
Standard: Unlimited
Medium: Unlimited
Large: Unlimited
Number of UsersPro: 1-2
Guru: 1-3
Business: 1-10
Standard: 1+
Medium: 1+
Large: 3+
Mobile RankingsYesYes
Social Media TrackingYesNo
Advertising ResearchYesNo
Local SEO FocusNoYes

Keyword Research and Rankings

SEMrush lets you track more keywords than Moz.

SEMrush vs Moz - Keyword Research and Rankings

To start, you can set up 3 campaigns or projects on the basic plans of SEMrush and Moz, tracking how well each of those sites are doing. You can add track up to 500 keywords on the SEMrush Pro plan and only 300 on the Moz Pro Standard plan. This easily gives SEMrush the edge if you have a wide range of keyword topics to target as well as long-tail keywords to grab.

Both SEMrush and Moz give you reliable position tracking, showing you which keywords you’re ranking for and how much traffic you’re getting from them. You can find out local, regional, and national competitors, and compare their rankings over time with yours. They’ve also separated search visibility on desktop and mobile devices. Both platforms provide clear mobile rankings so you can better understand site performance across multiple devices.

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SEMrush vs Moz Keyword Difficulty

SEMrush’s Keyword Magic Tool and Moz’s Keyword Explorer both allow you to find keyword suggestions that you can target to improve website traffic. You can find all sorts of related keywords that can perform well based on several metrics that are constantly updated. They’re particularly useful in finding trending topics to develop content for, and you can see their click-through potential and competitive density.

Keyword difficulty is something that SEMrush has been struggling with for the past few years, though. Many SEO experts have noted that their keyword difficulty scores have been off the mark, and that you can rely on Moz Pro’s assessment more. SEMrush themselves have noted this and are working on improving this tool.

SEMrush Advertising Research 

A key area where SEMrush excels and where Moz barely offers any insights on is advertising research. SEMrush integrates paid search analytics in their tool suite, letting you see what others are bidding on and how their CPC campaigns are performing. They’ve also included a PLA Research Tool, which shows data on product listing ads for transactional search queries. It’s highly useful for e-commerce sites and other companies marketing physical products.

Site Audits and Optimization

Moz lets you crawl more pages than SEMrush.

SEMrush vs Moz - Site Audits and On-Page Optimization

Crucial to all websites climbing the SERPs is fixing all issues that can impact how it’s crawled and indexed by search engines. Both SEMrush and Moz Pro have comprehensive site audit tools that can inspect every page in your website for errors, broken redirects, missing meta data, slow loading time, etc. You’ll get notified of any critical issues you need to address and check whether your fixes were effective.

Moz dominates here as it has a much higher monthly cap for pages crawled at 400,000 compared to the 100,000 per month of SEMrush. This makes Moz better for huge websites with thousands of pages, since fixing issues means recrawling to check on your work.

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On the other hand, SEMrush has several more tools for on-page optimization than Moz. On SEMrush Pro you’ll be able to utilize its On Page SEO Checker, SEO Writing Assistant, and Content Audit Tool. You’ll be able to analyze the readability of your content and get actionable recommendations on improving keyword rankings. There’s also a Topic Research Tool to help you develop a content strategy using currently relevant topics, effective headlines, and content gaps from competitors.

Meanwhile, Moz Pro scores your pages depending on how well they’re written and targeted, providing step-by-step guidance to optimize it both for readers and search engines. Experienced SEO marketers may find these suggestions to be too basic though, but they can be an eye-opener for those newer to the scene.

Competitive Analysis

SEMrush has more comprehensive tools for competitor research than Moz.

SEMrush vs Moz - Competitive Analysis

In addition to the competitors you manually enter for keyword position tracking, SEMrush further provides domain competitors based on how many keywords you have in common. You’ll be able to check out their top pages, top keywords, active backlinks, and any backlinks they have recently lost. Their Backlink Gap tool further identifies which of your competitors’ backlinks you can go after, or else avoid to help you rank better. Add in the PPC data that SEMrush has and you can even look into what keywords they’re bidding on and any current campaigns.

In comparison, Moz Pro is somewhat lacking in providing competitor link profiles, though it’s well-equipped in helping you discover new link opportunities. Moz, however, developed the popular Domain Authority and Page Authority metrics to help users gauge ‘link juice’ and its relative search performance. It’s still a pretty important metric today, especially after Moz improved its algorithm in 2019. Moreover, small location-based businesses can utilize Moz Local to get better targeting and more insights for their area.

Still, SEMrush has been keeping ahead in creating new features and enhancing their tools in this area, especially with the addition of their Social Media Tool. This lets you post on multiple social media accounts as well as track what your competitors are publishing, how often they do so, and which types of content or hashtags are getting the most engagement.

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Reporting and Ease of Use

Moz allows unlimited PDF reports but SEMrush is more user-friendly.

SEMrush vs Moz - Reporting and Overall Ease of Use

SEO consultants who want to be able to consistently keep clients up to date with their website’s search performance will like being able to schedule an unlimited number of reports on Moz. You can customize reports by choosing the template, selecting which modules to include, and covering notable areas of growth or improvement. You can have it sent as often as you wish, and they do a great job of offering a visual representation of the SEO work you’re doing.

SEMrush has an equally impressive report creation tool, though you can only have five PDF reports scheduled at any time under the SEMrush Pro plan. Upgrading to Guru or Business lets you schedule more, but they’re not going to beat the unlimited reports on Moz.

However, for ease of use, SEMrush is arguably easier to navigate and its data presentation is easier to digest. There’s a learning curve in finding out where tools are located but they can all be found in the main sidebar menu. In contrast, Moz isn’t as intuitive. Some features and tools can only be found inside other tools, so they’re not accessible in the primary navigation menu. Both do have web-based apps in addition to their stand-alone applications, but you can install SEMrush on a mobile device, which is a nice, portable alternative.

If you plan on allowing multiple users to access your SEMrush or Moz account, note that it’s much more expensive to do so on SEMrush. Moz only charge $49 per additional user, while SEMrush asks for $70/user on the Pro plan, and $149/user on the Guru and Business plan.


SEMrush has a more comprehensive toolset than Moz.


Best for most digital marketers and large agencies

SEMrush logo


Best for SEO consultants, small businesses and agencies

Moz logo

Because of their continued innovation and rapid feature development, SEMrush offers a more extensive suite of tools not just for SEO, but also for paid search and social media marketing as well. If they can only use one SEO tool, digital marketers should definitely consider SEMrush, as it has everything they’d need to give their client sites the edge over competitors. Large agencies and enterprises with sizable in-house teams will also benefit from the sheer amount of data they can squeeze out of it and transform into actionable opportunities.

Consultants who purely focus on SEO, as well as small agencies who want consistent reporting for their clients, will like Moz‘s higher crawl limits and unlimited scheduling. Moz Local is particularly well-suited for small businesses looking to dominate their area. Moz also presents a lot more concrete guidance that marketers can use in optimizing pages and improving rankings, making it appealing for consultants who are still honing their skills.

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Derick Bondoc