Serpstat Review: The Ultimate SEO & PPC Tool for Bloggers


Serpstat Review: The Ultimate SEO & PPC Tool for Bloggers

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

I thought I’d never find a tool which could match the incredible standards set by these tools — SEMrush in keyword research and competition analysis, and Ahrefs in backlink analysis.

Which is why I was reluctant to try out Serpstat despite reading rave reviews about it on various online forums and subreddits. It’s not that I wasn’t on a lookout for promising new SEO tools. It’s just that I was afraid Serpstat was going to fall way short of my expectations.

BoJack Horseman - Subverting Expectations MemePoor excuse to create and insert a BoJack Horseman meme

Within a few weeks of using the tool, I realized I was wrong. Serpstat is one hell of an SEO tool.

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

Before we proceed, let’s get one thing straight: Serpstat is not as good as SEMrush. A few websites have already made this audacious claim which is simply not true.

If I were to publish a comparison article of the tools’ key features, SEMrush would emerge as the clear winner. Serpstat has a lot of catching up to do before it can be compared with the likes of SEMrush, Ahrefs, and even Moz.

That said, it wouldn’t be fair to compare a tool like Serpstat with SEMrush. SEMrush is an industry heavyweight with over a decade of experience. The company has made significant improvements to its product after extensive research of different industries over the years and it has gained a deeper understanding of the different marketing needs and nuances of the market.

Serpstat, on the other hand, is a decent tool that simply exceeds expectations for an SEO platform with a starting price of $69/month. You’re more likely to meet your monthly ROI you expect from 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:

Click here to try Serpstat for free

What is Serpstat?

In case you haven’t heard about Serpstat, here are a few key things you must know about the tool:

  • 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 database has more than 100 million keywords, 180 million ads, and 200 million search suggestions. Earlier this year, they grew their keywords database which now parallels the database of major SEO companies like Moz and SEMrush.
  • Serpstat provides data for 10 Google regions: the USA, Great Britain, Canada, Australia, Lithuania, South Africa, Ukraine, Russia, Kazakhstan, and Bulgaria. It also provides data from Yandex for Moscow, Saint Petersburg, and Ukraine.
  • Serpstat is used by more than 30,000 online marketing practitioners worldwide: SEO and PPC professionals, marketing managers and copywriters.

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.

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

Bonus Resource: Download the Ultimate Serpstat Playbook for free and learn 12 proven techniques to use Serpstat to boost your SEO.

DOWNLOAD NOW: The Ultimate Serpstat Playbook – 12 Ways to Use Serpstat to Boost Your SEO

Serpstat: 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.

Under Domain Analysis, you can do the following:

  • SEO Research – From here, you can track positions, do a domain vs domain comparison, identify top competitors for your site (done automatically by Serpstat), explore top organic pages on any site, and even get a tree-view of keywords your site ranks for.

Domain vs Domain - Serpstat Review

  • PPC Research – If you rely on PPC ads to drive traffic to your website, you’ll find this data invaluable. When you enter a keyword in the search box, you’ll be able to see data related to keywords, competitors for that keyword, ad examples, and ad research. This is where you can 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 Review - PPC Ads Examples

  • Batch Analysis – This 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 Review: Batch Analysis

  • Infographics – Charts would have been a more accurate term for this feature as it displays a number of charts for your site’s visibility, organic keywords, search traffic, ads, etc.

Serpstat Review - Infographics, charts, and more

Under URL Analysis, you’ll be able to do the following:

  • Keywords/Positions – When you type the URL in the search box, you get a list of keywords and their rankings on Google for that specific URL.

Serpstat Review: URL Analysis/Positions

  • Competitors – This shows competitors to the URL entered in the search bar, along with their total number of Facebook shares.

Serpstat Review - URL Competitors: This section shows competitors to the URL entered in the search bar, along with their total number of Facebook shares.

  • URL vs URL – This tool allows you to do a side-by-side comparison of a specific URL from your site with 1 or 2 competing URLs, and discover common or unique keywords of the specified URLs.

Serpstat's URL vs URL allows you to do a side-by-side comparison of a specific URL from your site with 1 or 2 competing URLs, and discover common or unique keywords of the specified URLs.

  • Missing Keywords – Shows you keywords for which competitors’ pages rank in top 10, but are not present in your specified URL.

#2 Keyword Research

Serpstat allows you to quickly find all the common keywords you and your competitors are ranking for, as well as provide a boatload of new keyword opportunities your competitors are targeting, but you may have overlooked.

With Serpstat’s keyword research, you’ll be able to do the following:

  • SEO Research – Includes keyword selection reports (matched keywords), cluster research (LSI keywords), search suggestions, top pages, and competitors for the keyword.
  • PPC Research – Includes list of paid keywords, list of competitors for the paid keywords, ad examples, and ad research reports.

Serpstat Review: PPC Research - Competitors

  • Content Marketing – Includes search questions which lists all interrogative search suggestions containing the keyword.
  • SERP Analysis – Shows you the top 100 Google results in organic and paid search for the keyword.

#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.

With Serpstat’s backlink analysis, you’ll be able to do the following:

  • Backlink Dashboard – The dashboard gives you a brief overview of your site’s referring domains, pages, total pages indexed, referring pages, and so on. You also get to see Serpstat’s Page Rank and Trust Rank, which is the company’s own take on metrics such as Domain Authority (DA) and Page Authority (PA) by Moz.

Serpstat Backlink Dashboard

  • Referring Domains – Here you get to view the referring domains to your website. You also get to see the Alexa rank of each of the domains linking back to your site.
  • New/Lost Backlinks – An all-important feature, this is where you to get to see new backlinks as well as lost backlinks to your site. You also get to see whether the links pointing to your site are “dofollow” or “nofollow” backlinks.

New Backlinks - Serpstat Reports

  • Anchors – Though not as important as they once were, anchors are still crucial to understanding the keywords that are associated with your site. On Serpstat, you can get to view an anchor cloud and a list of keywords used as anchor text to link back to your website.
  • Top Pages – This feature allows you to see the top pages on your website on the basis of the number of backlinks.

Serpstat - Top Pages Report

#4 Rank Tracker

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

Here’s the data 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 Review - Traffic share

#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.

  • 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 Tools

And finally, we arrive at Tools which is a section where you can view the history of your queries on Serpstat. You can also view and export the saved lists of keywords and reports, upload and check for quality a list of your keywords.

Depending on your plan, you’ll be able to add a list of projects to the Serpstat dashboard. This is where you can access data such as site audit, rank tracking, backlinks data, keywords data, etc.

Sign up for Serpstat’s free plan

Ease of Use

Since Serpstat is loaded with features, there is a bit of 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 the tool and saw myself spending more and more time with it.

Serpstat Pricing Plans

This is where Serpstat really delivers the sucker punch to other SEO tools. Most of the well-known SEO tools in the market seem to have reached a consensus with respect to monthly pricing of their basic plan which is somewhere near the region of $100 a month. 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. All their plans are competitively priced and you can choose a plan which suits your current requirements.

There is even a forever-free plan where you’re allowed to perform 30 searches and audit 100 pages in a month. The paid plans start from $69/month (as per the new pricing structure. More on that in the next section).

Regarding the New Serpstat Pricing Structure

The evolution of a product always brings forth new challenges. The same is the case with Serpstat which has evolved considerably since its inception in 2013.

As a result, I’m updating this section of the review to inform you of the recent changes in Serpstat’s pricing policy. I see some of you frowning as I write this, but don’t be too bothered by these changes. They will only help the tool become even better than it was before.

The need to change in Serpstat’s pricing was caused by all the significant improvements Serpstat team made over the past year. Some of the major improvements included collecting keyword and competitor analysis data for all the databases in the world (over 230 Google databases), the release of new team management mode, production of a ton of educational content for SEOs and small businesses, and release of easy-to-use browser extensions for Google Chrome and Mozilla Firefox so that you get quick access to Serpstat data in one click.

What’s new in the Pricing Policy?

Serpstat is reducing the number of plans from eight to four – they’ll stop selling Plan A, Plan F, Plan G, and Plan H.

Important: If you are an active user of one of the plans, your limits will be fixed for the duration of your subscription.

From June 10, 2019, the remaining plans — Plan B, C, D, and E will be called Lite, Standard, Advanced, and Enterprise respectively.

So here’s how Serpstat’s current pricing is structured (as of April 2020):

Serpstat Pricing Plans 2019

Despite these changes, Serpstat continues to be one of the most affordable SEO tools on the market. While pricing plans of other popular SEO tools usually start from $99/month, Serpstat Lite Plan (formerly Plan B) costs $69/month.

Visit their pricing page for more details on this sale

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 that you can be an expert at using their tool. They even have a Serpstat Academy which is a free online learning center, 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 the 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 this, 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.

Customer Feedback and Reviews

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 on April 2020):

  • G2 – 4.6/5 (394 reviews)
  • Capterra – 4.7/5 (115 reviews)
  • TrustRadius – 8.5/10 (17 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, the primary role of an SEO tool 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 in 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.

Sign up for Serpstat’s free plan

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

And if you’d like to learn more techniques to use Serpstat to improve your site’s SEO, then check out this detailed tutorial and how-to guide on using Serpstat.

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 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.


  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?

    • Hey Keith – I don’t use it as frequently as I use SEMrush and Ahrefs, but I use it from time to time. I’d definitely recommend it over some of the other tools on the market, but you’re right, it has its problems.

  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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