Serpstat Review: The Ultimate SEO & PPC Tool for Bloggers

Serpstat Review: The Ultimate SEO & PPC Tool for Bloggers

In this in-depth Serpstat review, we'll explore the various aspects of one of the most widely used online SEO tools and help you decide whether or not it is best for your business.

When it comes to SEO, specifically keyword research, backlink analysis, and technical SEO audit, I place all my trust in two tools: Semrush and Ahrefs.

I thought I'd never find a tool that could match the incredible standards set by these tools — Semrush in keyword research, site audit, and competition analysis, and Ahrefs in backlink analysis.

Which is why I was reluctant to try out Serpstat at first despite reading rave reviews about it on various online forums and marketing subreddits on Reddit.

It's not that I wasn't on the lookout for promising new SEO tools. It's just that I was afraid Serpstat was going to fall way short of my expectations.

But I was wrong.

Within a few weeks of using the tool, I discovered the true potential of Serpstat.

While I was aware of Serpstat's features before signing up, I was blown away by how well it could do all these things and add value to my SEO and content marketing campaigns.

Having put this all-in-one SEO platform to the test for several years, I can now safely say Serpstat outperforms Ahrefs on several parameters. It also holds its own against Semrush in terms of important SEO features.

With its prices starting at just $59/month, chances are pretty good that you'll hit the monthly ROI you're aiming for with this tool.

Keeping this in mind, let's deep dive and analyze Serpstat's key features.

If you haven't tried Serpstat yet, I'd urge you to sign up for a free trial by clicking on the link below and test out some of the features explained later in this review:

Try Serpstat free for 7 days

Serpstat Discount (22% off)

Get 22% discount on any annual Serpstat plan.

Use promo code 99signals2023.


What is Serpstat?


In case this is the first time you're hearing of Serpstat, here are a few key things you must know about the tool. Others can skip this section and move to the next section, where we explore Serpstat's key features.

  • Serpstat was founded in 2013 as a keyword research tool. Since then, it has slowly evolved into a full-fledged SEO & PPC analysis product.
  • Serpstat's statistics are constantly evolving. Serpstat's database has more than 6 billion keywords, 63 million ads, and 3.9 billion search suggestions. Their keywords database parallels the database of major SEO companies like Ahrefs and SE Ranking.
  • Serpstat provides data from 230 Google databases, including the USA, Great Britain, Canada, Australia, Lithuania, South Africa, Ukraine, Kazakhstan, and Bulgaria.
  • Serpstat is used by more than 30,000 online marketing practitioners worldwide: SEO and PPC professionals, marketing managers, agency owners, and copywriters. It's also the best-selling SEO tool of all time on AppSumo and the most upvoted SEO tool on Product Hunt.

Now that you have some info about this product, let's put the tool's features and functionality under the microscope to see whether it's worth investing in this tool.

Before we get started, make sure you sign up for a free Serpstat account to implement some of the action items discussed in this review.

Try Serpstat free for 7 days

This Serpstat review is divided into the following sections:

  1. Features
  2. Ease of Use
  3. Pricing
  4. Customer Support
  5. Customer Feedback and Reviews

Serpstat Review: Serpstat's Key Features

Serpstat's features can be divided into 6 broad categories:

  1. Website Analysis
  2. Keyword Research
  3. Backlink Analysis
  4. Rank Tracker
  5. Site Audit
  6. Tools

Let's take an in-depth look at each of these categories:

1. Website Analysis 

Website analysis has two aspects — Domain Analysis and URL Analysis.

Domain Analysis

To quickly analyze your website, you can type in your domain and hit "Search."

The overview report will provide a top-level view of your site's estimated search traffic, organic keywords, paid keywords, and search visibility.

Serpstat Domain Overview

Serpstat will also show your top 5 organic keywords, alongside search volume and current ranking position.

Serpstat Organic Keywords

You'll also find surface-level data on keyword position distribution, traffic trend, keyword trend, top pages, and more.

It's a handy tool when you want a quick overview of your own domain or any of your competitors' domains. But for a deeper analysis, you'll need to explore other sections in Domain Analysis.

Let's take a deeper look at each of these sections.

SEO Research

From your Serpstat dashboard, navigate to:

Website analysis > SEO research

From here, you can view your site's top organic keywords, alongside important keyword metrics:

Serpstat - SEO Research

Identify top organic competitors for your site:

Serpstat - Organic Competitors Report

Compare your domain with two of your main competitors:

Serpstat: Domain vs Domain

See the top organic pages on your site and your competitors' sites:

Serpstat: Top Pages Report

You can click on the organic keywords number against each URL here to open Serpstat's keyword research tool and analyze your competitors' best keywords. (But more on Serpstat's keyword research features in a bit)

Try Serpstat free for 7 days

PPC Research

If you rely on PPC ads to drive traffic to your website, you'll find this data invaluable.

Just enter your competitor's domain in the search box and you'll be able to analyze your top competitors' PPC strategies, identify gaps in your own PPC campaigns, and then improve upon your ad copies and targeting to reach a wider audience.

Serpstat: Ads Examples

Batch Analysis

This feature allows you to quickly compare metrics of up to 200 domains.

For the example below, I picked 12 domains to check key metrics such as traffic estimate, total keywords, new keywords, lost keywords, etc.

Serpstat: Domain Batch Analysis

URL Analysis

As you might expect, URL Analysis allows you to get SEO data at the URL level.

To quickly analyze a specific URL, just enter the URL in the search box and you'll get a summary of SEO data on that URL, including top organic keywords, keyword position distribution, and organic competitors.

Serpstat: URL Analysis

Now let's take a deeper look at the other sections in URL Analysis.

SEO Research

Navigate to URL analysis > SEO Research > Enter your URL

You'll get a list of keywords and their rankings on Google for that specific URL.

Serpstat - URL Analysis


This report shows competitors to the URL entered in the search bar, along with their total number of Facebook shares and the total number of keywords in top 10.

Serpstat: URL Competitors

Compare URL

This is where you can copy two of the competing URLs from the "Competitors" report and do a side-by-side comparison with your URL to discover common or unique keywords between the URLs.

Serpstat: Compare URL

Missing Keywords

This report shows you keywords for which your competitors' pages rank in Google's top 10, but are not present in your specified URL.

Serpstat: Missing Keywords

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2. Keyword Research

Given the importance of keyword research, it's no surprise Serpstat has a robust keyword research tool.

With Serpstat, you can generate thousands of keyword ideas, analyze their metrics, and discover what keywords your competitors are ranking for.

To get started, just enter your seed keywords in the search bar, and Serpstat will generate a quick overview report on your keywords. You'll see metrics like estimated monthly search volume, keyword difficulty, competition, and CPC, alongside top 5 variations for your keywords.

Serpstat: Keyword Overview Report

For more in-depth keyword research, you'll need to dive deeper into the tool.

Like Website Analysis on Serpstat, Keyword Research is divided into two categories: SEO Keyword Search and PPC Keyword Research.

Let's first explore the reports you can generate with Serpstat's SEO keyword research tool.

Keywords Selection

In this section, you can find keywords selection (phrase match keywords), related keywords, search suggestions, top pages, and competitors for your target keywords.

From your dashboard, go to Keyword research > SEO research > Keywords selection

Plug in your seed keywords in the search box, and Serpstat will return with a comprehensive list of phrase match keywords, alongside important keyword metrics.

Serpstat - Organic Keywords Report

Play around with the filters and the sorting options to arrive at the best keywords for your next campaign.

Next, navigate to the "Related Keywords" report from the sidebar menu. Here you'll discover keywords that are semantically connected to your target keywords.

Serpstat: Related Keywords

Serpstat's keyword research tool also includes a nifty report on search suggestions. These suggestions are pulled from Google's Autocomplete feature.

The suggestions in this report can provide more keyword ideas for your content.

Serpstat: Search Suggestions

Next, you can view the current top-ranking pages for your target keywords to get an idea of who you'll be competing against. You'll also see the total number of keywords they rank for and the monthly organic traffic they generate.

Serpstat - Top Organic Pages

Navigate to "Competitors" from the sidebar menu to view all the websites you'll be competing against.

Serpstat: Organic Competitors

Although you can generate a boatload of keyword ideas with this tool and get a vivid picture of your competitors' top keywords, the keyword difficulty score isn't always accurate.

In some cases, the keyword difficulty score is completely missing (as seen in the "Keywords Selection" screenshot above.)

Keyword difficulty is a super important metric because it indicates the level of competition for your target keywords. It plays a key role in deciding whether a keyword is worth targeting.

So it's a major glitch in the software, and I hope Serpstat fixes it soon.

Try Serpstat free for 7 days

PPC Keyword Research

Serpstat's PPC research tool is surprisingly good.

It generates a list of keyword ideas for your PPC campaigns and reveals top competitors who are bidding for the same keywords as you.

PPC Competitors

Serpstat's PPC research tool also allows you to see the ad copies your competitors are using.

Serpstat Review - Ads Examples

Serpstat's "Ads landing pages" report shows you the exact landing pages your competitors are using for their PPC ads.

Serpstat - Ads landing pages report

You can click on the keywords number against each landing page to see the keywords they're bidding on.

Use Keyword Batch Analysis tool to analyze a list of keywords.

Go to Batch Analysis > Keyword Batch Analysis. It's an easy way to analyze keywords in bulk and compare them.

Serpstat: Keyword Batch Analysis

3. Backlink Analysis

Serpstat also offers you the capability to analyze your link profile as well as your competitors' backlink profiles.

This feature allows you to uncover your competition's link building strategies and highlights new sources you can tap into to build your backlinks.

Serpstat's backlink analysis tool includes the following features:

Backlink Dashboard

The dashboard gives you a brief overview of your site's referring domains, pages, total pages indexed, referring pages, and so on.

Serpstat: Backlink Dashboard

You also get to see your site's Trust Rank score, which is Serpstat's own take on the Domain Authority (DA) metric developed by Moz.

You can also enter any of your competitors' domains here and get a quick overview report on their backlink profile.

Referring Domains

Here you get to view the referring domains to your website.

Serpstat Referring Domains Report

You also get to see the Domain Rank of each of the domains linking back to your site.


An all-important feature, this is where you get to see new backlinks as well as lost backlinks to your site.

New Backlinks - Serpstat Reports

You also get to see whether the links pointing to your site are "dofollow" or "nofollow" backlinks.


Though not as important as they once were, anchors are still crucial to understanding the keywords associated with your site. On Serpstat, you get to view an anchor cloud and a list of keywords used as anchor text to link back to your website.

Serpstat Backlink Anchors

Top Pages

This feature allows you to see the top pages on your website or your competitor's site based on the number of backlinks.

Serpstat - Top Pages

Try Serpstat free for 7 days

4. Rank Tracker

Search engine rankings for keywords change frequently. So it's important to stay ahead of the curve by keeping track of position changes in SERPs for keywords your site is ranking for.

This is where SERP tracking software steps in. It helps you stay updated on how your keywords are doing in search results, so you can make smart choices if things change.

Serpstat's rank tracking features are designed to provide you with real-time insights into the performance of your keywords in search results.

Take a look at the data and insights you can obtain from Serpstat's Rank Tracker reports:

  • Positions – This allows you to see your site's rank distribution in search results (top 10, top 20, etc.)
  • History – shows you historical data on the domain's positions for the selected keywords.
  • Competitors – shows you the traffic share for the selected keywords among competing domains.
Serpstat - Rank Tracker Competitors

5. Site Audit

Site Audit on Serpstat gives you a comprehensive analysis of your site's overall SEO score, highlighting all the errors that need to be fixed to have it functioning at its optimal capacity.

Site Audit on Serpstat gives you a comprehensive analysis of your site's overall SEO score, highlighting all the errors that need to be fixed to have it functioning at its optimal capacity.

Here's a quick summary of the sections you'll find in your audit report:

  • Meta Tags – allows you to see high, medium, and low priority errors with your site's title tag, meta description, etc.
  • Headings – allows you to see high, medium, and low priority errors concerning headings (h1,h2, etc.) on your site.
  • Redirects – shows you the total number of redirects on your site and provides information on whether your site has any wrong or corrupt redirects.
  • Accessibility and Indexation – shows you pages with canonical tags, flash elements on page, low word count, etc.
  • Links – allows you to see if your content has any problem with external links.
  • Server Parameters – shows HTTP/HTTPS issues on your site.
  • Loading Speed – allows you to see and fix errors affecting the site speed of your website.

6. Keyword Trends

Another tool Serpstat offers is Keyword trends. You can use this to find the hottest topics in real time.

You can check popular queries in a specific city, language or date which is super convenient and helps with creating a trending and engaging content.

Serpstat: Keyword Trends

7. Local SEO

Local SEO is extremely important if your business operates regionally. Serpstat's Local SEO tool allows you to manage your location in dozens of directories straight from one interface.

Serpstat - Local SEO Tool

You can also reply to reviews and post on social media and directories, right from your Local SEO dashboard.

8. Content Analysis

Artificial intelligence has been playing a big role in modern technologies. So it's no surprise that Serpstat has implemented AI into their tools. This section includes tools that can help you create content based on AI.

Serpstat - Content Analysis

The Content analysis section provides the following tools:

  • Title generation
  • Description generation
  • Paraphrasing
  • Grammar and spelling
  • Article generation
  • Keywords extraction
  • Bag of words
  • Keyword patterns
  • Article builder
  • FAQ generation
  • Plagiarism checker
  • Ad generation

Try Serpstat free for 7 days

Serpstat Review: Ease of Use

Since Serpstat is loaded with features, there is a bit of a learning curve involved. This is especially the case if you're a beginner, and this is the first SEO platform you've been exposed to.

Despite a somewhat steep learning curve, you'll be dazzled by the impressive UI of the tool. Kudos to the team for developing a well-designed interface that is so intuitive and user-friendly.

And if you're migrating to this tool from other tools such as Semrush, Raven, and Moz, you'll take some time to get adjusted to the interface.

That's exactly what happened to me as well.

I was so used to the interface of Semrush that I was reluctant to use Serpstat at first.

But after spending a day or two on the tool, I realized how much I enjoyed using Serpstat and saw myself spending more and more time with it.

Serpstat Review: Serpstat Pricing Plans

This is where Serpstat really delivers the sucker punch to other SEO tools.

Most of the well-known SEO tools on the market seem to have reached a consensus with respect to the monthly pricing of their basic plan, which is somewhere near the region of $100 a month.

Here's the thing: These tools have earned enough market share and reputation to command a price like that.

But if you're a blogger who's just starting out, the pricing of these products can stop you from even trying them out.

You could always sign up for free trials, but they often come with restrictions that prevent you from using them to their full potential.

With Serpstat, you'll have no such problem.

Despite making several changes to their pricing setup since starting in 2013, Serpstat continues to offer competitive rates.

The prices start at just $59/month. You have the flexibility to go with the pricing plan that best meets your needs out of the four choices.

Serpstat Pricing

You can opt for annual subscription on any of these plans and get discounts up to 20%.

Try Serpstat free for 7 days

Serpstat Discount (22% off)

Get 22% discount on any annual Serpstat plan.

Use promo code 99signals2023.


Serpstat Review: Customer Support

Successful businesses have one thing in common – they provide great customer service. It's a competitive advantage that needs to be earned.

Serpstat's customer support team is helpful and provides resources so you can be an expert at using their tool in no time.

They even have Serpstat Academy, which is a free online learning center. This is where you can learn more about keyword research, competitor analysis, and SEO of various levels, from basic to advanced.

These are the pages you should refer to learn more about using the product:

  • User Guide – Here's you'll find in-depth tutorials and walkthroughs on how to use Serpstat.
  • FAQs – In this section, you'll find answers to all the frequently asked questions about Serpstat. If you have a question about the product, check out this section first before you reach out to the customer support team.
  • How-to Guides – Includes in-depth Serpstat tutorials, how-to resources, and actionable tips.
  • Serpstat Blog – Not just good for increasing your productivity on Serpstat, but their articles will help you improve your overall SEO knowledge.

In addition to these resources, you can open up a chat box via chat icon on any of the pages and chat with a Serpstat expert who'll respond to your query in under 5 minutes. Impressive stuff.

Serpstat Review: Customer Feedback

Serpstat reviews and ratings are quite positive on popular review aggregators such as G2, Capterra, and TrustRadius. This is commendable considering Serpstat is a relatively new tool compared to search veterans like Semrush and Moz.

Here's how Serpstat is rated on these review sites (as of August 2023):

  • G2 – 4.6/5 (453 reviews)
  • Capterra – 4.7/5 (162 reviews)
  • TrustRadius – 9/10 (26 reviews)

On their website, they have a few video testimonials on the home page, and they have an experts page where they have featured profiles of marketing influencers like Brian Dean and Ian Cleary, who use the product.

Serpstat Review: Final Verdict

When all is said and done, an SEO tool's primary role should be to present accurate data for keywords, backlinks, and traffic.

The data obtained from the tool should help you create better content and drive qualified traffic to your website.

Serpstat does 3 things exceptionally well – keyword research, PPC analysis, and competitor research.

You can use it to find new keyword opportunities, content ideas, analyze PPC campaigns, and perform in-depth competitor research.

With plans starting from $69/month, it's one of the most affordable SEO tools on the market.

If you're seeking a reliable SEO tool that's easy on your pockets, then you should give Serpstat a try. Sign up for their free plan and test the tool out yourself.

Try Serpstat free for 7 days

Serpstat Discount (22% off)

Get 22% discount on any annual Serpstat plan.

Use promo code 99signals2023.


If you have any questions regarding Serpstat, I'll be happy to answer them in the comments section. Feel free to share your thoughts.

If you liked this Serpstat review, please share it on Twitter using the link below:

Editor's Note: This post was originally published on Feb 11, 2017. Since then, Serpstat has made changes, improvements, and added a few new features to their product. The last few post updates take all of these changes into account. I hope you found this updated Serpstat review useful.

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Sandeep Mallya
Sandeep Mallya is the Founder & CEO of Startup Cafe Digital, an award-winning digital marketing agency in Bangalore, India. He is an active member of the startup community, having worked with several early-stage startups and accelerators. 99signals is Sandeep's online marketing blog. The blog currently features 200+ in-depth articles, how-to guides, and hacks on a wide range of online marketing topics such as SEO, social media marketing, content marketing, blogging, and more.
serpstat-reviewSerpstat is an exceptional tool for keyword research, PPC analysis, and competitor research. You can use it to find new keyword opportunities, content ideas, analyze PPC campaigns, and perform in-depth competitor research. With plans starting from $69/month, it's one of the most affordable SEO tools on the market.


  1. very useful for my keyword research. Unlike other tools, this was the best tool for keyword research. Now am using serpstat daily

    • Do you know the answer to this? I would like to buy it, but I need to know if it does compare to the other tools for keyword research, rankings etc.

  2. […] To learn more about Serpstat, check out this comprehensive review. […]

  3. […] weekly site audits using tools such as SEMrush or Serpstat to fix all SEO […]

  4. Another great review! I'm about to go for LTP or keyword finder, then later Id consider ahrefs or Semrush but to be honest they are to expensive monthly (I think you need not just the entry level plan but the mid tier) until aways down the line…

    I'm a newbie in ecom do you think Serp could fulfill the role of both LTP and Semrush. If not, I can see Serp competes well against Ahrefs and Semrush but how's does it stack up against LTP or Keyword finder. Cheers.

  5. With customers such as Lenovo, L'Oreal and Shopify the tools offered by Serpstat must be good. But who else can benefit from Serpstat? Well, anyone who wants to make money from their website. Be you a solo entreprenure, digital marketing agency, an in-house SEO team or a larger enterprise, you will all benefit from Serpstats positions tracking, backlink analysis, keyword research, site audit, competitor research tools and more.

    I love it … and a great review. THANKS

  6. Sounds great,

    They are offering a big list of features just in $19/month. Definitely better than semrush or any other expensive SEO tool. Thanks for this brilliant post.

  7. Sandeep,
    Considering selling my copy of SerpStat because I've never really used it. I find the keyword research tool to be pitiful, especially in non-US markets. Every other tool, Keysearch, Ahrefs, KWfinder,etc wipes the floor with SerpStat.
    The backlink checker is ok.
    It's super slow, too.
    I'm finding it hard to find reasons to use it.
    Are you still using it regularly?

  8. How do you think Spyfu compares to this? Thats what I have been using for years myself. Neil Patel has a really good backlinks tool going the free route if you have to go there.


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