Serpstat Review: 27 Ways to Improve Your Search Marketing (Trial Inside)

In this review, you’ll learn how to use the Serpstat toolset to analyze competitors and build high-performing SEO and PPC campaigns.

Regular readers and followers will know that I use SEMrush and Ahrefs to build SEO and PPC campaigns for all my personal and client projects.

But…

These tools can get expensive, especially if you’re just starting out or working on a tight budget.

Since I started hearing good things about Serpstat as a more cost-effective and scaled-down option, I decided to dive in and take a close look.

Before we start, I need to make it clear that Serpstat is not as powerful as SEMrush or Ahrefs. You’ll see some reviews out there making this claim, but as you’ll see throughout this guide, it simply is not true.

That said, it’s not really a fair comparison. SEMrush has been around a lot longer, and is a much more established platform with numerous Toolkits and over 3M users.

So, instead of viewing this Serpstat review as a heavyweight head-to-head battle, consider it a detailed walk-through of a relatively low-priced alternative, which can provide great actionable insights when building out SEO or PPC campaigns.

With that out the way, let’s jump in.

In this review and tutorial, we’ll take a close look at each tool and report in the Serpstat suite, and walk step-by-step through 27 actionable ways you can use the insights to immediately improve the performance of your SEO and PPC projects.

There are links here to jump to each section:

Or you can step through in sequence.

Robbie headshot

Editor’s note: 

I’ve partnered with Serpstat to provide readers with free unlimited access to the entire tool set for 7 days. 


Here’s how to activate your free 7-day Serpstat trial:

Step #1: Create a free account through this link (no credit card required).

Step #2: Copy promo code robbie_readers_serpstat.

Step #3:  Once logged in, go to Account Details. Click the “I have a trial coupon” link, paste in the promo code from above and activate your free 7-day trial. 

Serpstat trial

Let’s start the review by looking at the size of Serpstat’s databases.


Serpstat By The Numbers

Serpstat’s databases are continually growing as new keywords are collected from hundreds of different sources.

There are currently 230 Google databases and 9 Yandex databases.

Keywords Index

Keywords in database (Total)

5.05B

Keywords in database (USA)

3.31B

Keywords in SERPs

Keywords in database (Total)

1.2B

Keywords in database (USA)

309M

Domains

Domains in database (Total)

220.3B

Domains in database (USA)

921.8M

Ads

Ads in database (Total)

297.38M

Ads in database (USA)

10.1M

Search Suggestions

Search suggestions in database (Total)

3.23B

Search suggestions in database (USA)

664.2M


Setting Up Your Project

Project dashboards give you a quick overview of your stats.

From the home menu, click on “List of projects”:

project 1

The “List of projects” page lets you:

  1. Access existing projects
  2. Add new projects
  3. Add/ manage project groups

project 2

The project groups let you organize projects; for example, you could have groups for personal, business, clients, etc.

project 3

To add a new project, enter the website domain you want to track, give the project a name, and select a project group:

project 4

Once you’ve created a new project, Serpstat retrieves data for your initial dashboard, including SEO Keywords, PPC Keywords, Referring Domains, and Referring Pages:

project 5

From there, there are options to start Tracking Keywords and run a Site Audit.

And in the top right of the dashboard you have more options:

  • Add checklist – Here you can add template checklists of various SEO tasks.
  • Share users –  Share your project with guest users.
  • Shared – Click here to see how many Facebook shares each page received.
  • Email – Setup mail notifications for Domain Analysis/Overview, Backlink Analysis, Rank Tracker, and Site Audit tools.
  • Trash – Delete the project from your dashboard.

Now you have your dashboard set up, it’s time to look inside the tool.

Robbie headshot

Editor’s note:

Want to get access to the entire Serpstat toolset? You can get an unlimited free 7-day trial here.

Remember to enter this exclusive promo code (robbie_readers_serpstat) in the Account Details section in your account to activate the trial. 


Serpstat Tutorial: Top Features and Use Cases

In this section, we’ll look at the top features of the Serpstat toolset and cover some of the practical ways that you can use the applications to deliver value to your business or clients.

Serpstat’s toolset can be divided into six broad categories:

  • Website Analysis
  • Keyword Research
  • Backlink Analysis
  • Rank Tracker
  • Site Audit
  • Tools

Let’s take an in-depth look at each of these categories.

Website Analysis

The Website Analysis menu has two sections: Domain Analysis and URL Analysis.

#1 Domain Analysis

To start, enter the domain you want to analyze at the top of the page. If you’d like to add the domain to your list of projects, click on Track Domain.

Overview – Shows overall metrics of the researched domain and a preview of more detailed reports.

website analysis 1


SEO Research
 – Includes reports to help you view and export the keywords and SERP positions, compare domains side-by-side, identify top competitors, and explore the top organic pages.

website analysis 2


PPC Research
 – Includes tools to help you research your paid competition, collect their paid keywords and ads, identify gaps in your own PPC campaigns, and find opportunities for growth.

website analysis 3


Batch Analysis
 – Allows you to quickly bulk-check the metrics of up to 200 domains. You can select metrics such as visibility, traffic, total keywords, new keywords, lost keywords, etc., and then export the results in a spreadsheet format.

website analysis 4


Infographics
 – These are not infographics in the true sense of the word. They’re a collection of charts and diagrams showing the domain metrics, which can be saved as an image. The reports include visibility, search traffic, organic keywords, competitors, etc., and are updated every two weeks.

website analysis 5


#2 URL Analysis

To start a URL analysis, enter the URL of a page into Serpstat; e.g. https://www.robbierichards.com/seo/best-keyword-research-tool/

Overview – Presents the overall picture for the total number of organic and paid keywords for the page, keyword position distribution chart, some examples of competitors in organic search, plus missing keywords. URL analysis 1


Keywords
 – Displays all the keywords that the analyzed page ranks for in the Top 100 search results.

URL analysis 2


Competitors
 – Displays a list of competitors to the analyzed page along with their number of Facebook shares.

URL analysis 3


URL vs URL
 – Allows you to compare the keywords of 2 or 3 different pages side-by-side. You can identify common keywords, discover keyword gaps, and find growth opportunities.

URL analysis 4


Missing Keywords
 – Shows you the keywords for which competitors’ pages rank in the Top 10, but are missing from your specified URL.

URL analysis 5


Top Use Cases -> SEO Research:

1) Uncover existing keyword opportunities 

Improving the rankings for keywords you’re already ranking for is one of the quickest and easiest ways to get more organic traffic to your website. You can use the Keywords Positions report to identify these existing “low-hanging” keywords.

In Serpstat:

  1. Enter your domain and select your search engine.
  2. Go to Domain Analysis > SEO Research > Keywords Positions report.
  3. Add filters for ‘Keyword positions’ between 6 and 20 AND ‘Search volume’ more than or equal to 100.

seo research 1

Now you have a report of existing keywords and pages where you can improve the content to get them ranking higher:

seo research 2


2) Identify
which pages rank for the most keywords

The Top Pages report helps you quickly understand which pages are driving the most organic traffic for competitors.

In Serpstat:

  1. Enter your competitor’s domain and select the search engine.
  2. Go to Domain Analysis > SEO Research > Top Pages report.

Now you can see which pages have the most organic keywords and drive most traffic:

seo research 3

Scan the list and select which topics to target in your own content strategy.


3) Use Domain vs. Domain to
find content gaps

What holes do you have in your existing content strategy? Maybe you have a new site and you need to add more topics?

You can use the Domain vs. Domain report to quickly build a list of all the topics your competitors are using to drive traffic.

In Serpstat:

  1. Enter your domain and select the search engine.
  2. Go to Domain Analysis > SEO Research > Domain vs Domain report.
  3. Add 1 or 2 competing domains. (Serpstat shows a list of competitor domains or you can add your own.)
  4. Click Compare

The report shows an intersection graph of overlapping and unique keywords:

seo research 6

From the list on the right, you can select more details. For example, Beardbrand could check which keywords Beardoholic and Baldingbeards rank for, but they don’t, and export a list of topics:

seo research 7

This tool will help you quickly identify gaps (and untapped traffic potential) in your SEO strategy.

Robbie headshot

Editor’s note:

Use the URL vs. URL report in the URL Analysis section to find gaps at the URL level. Or use the Missing Keywords report to identify gaps across the Top 10 SERP results.


PPC Research

4) Identify all the keywords competitors are bidding on in paid search

The Keywords report shows the paid keywords and ads for your competitors.

In Serpstat:

  1. Enter your competitor’s domain and select your search engine.
  2. Go to Domain Analysis > PPC Research > Keywords report.
  3. Add a filter to exclude your competitor’s brand keyword; e.g. “beardbrand”.

ppc research 1

In the report, you can see the adverts as they appear in the SERPs plus the keywords. For example, Beardoholic might be interested in targeting the keyword “beard brand utility balm” that Beardbrand use in their ads:

ppc research 2

Robbie headshot

Editor’s note:

You can quickly identify gaps with the PPC Domain vs Domain report like you saw above in the SEO Research.

The Ad Examples report shows ready-to-use paid keyword groups and ads of your competitor.

5) Find out which ads the competitor is using for specific keyword groups

In Serpstat:

  1. Enter your competitor’s domain and select your search engine.
  2. Go to Domain Analysis > PPC Research > Ad Examples report.
  3. Add a filter to exclude your competitor’s brand keywords (including typos); e.g. “beardbrand”, “beard brand”, “beard brans”:

ppc research 3

In the report, you can see the keywords your competitor is using for each ad. For example, Beardoholic might be interested in targeting the keyword “phytospecific moisturizing styling balm” that Beardbrand use in their ads:

ppc research 4

You can click on “Show all queries” to see all the keywords for each ad.

Batch Analysis
6) Get a top-level view of how to rank against competitors at a given point in time

The Batch Analysis report is a good way to benchmark your site. You can enter up to 200 domains to see how you stack up.

In Serpstat:

  1. Go to Domain Analysis > Batch Analysis report.
  2. Enter the domain names you want to compare into the box.
  3. Select the parameters you want to check.
  4. Select a search engine, and click ‘Get Data’.

batch analysis 1

The results are displayed in a single table, which you can export to a spreadsheet:

batch analysis 2

In this example, you can see that Baldingbeards has more traffic and keywords than Beardoholic and Beardbrand.

This can help you prioritize which organic search competitors to reverse-engineer first.

Keyword Research

Serpstat allows you to find new keyword opportunities plus keywords that you and your competitors are already ranking for.

Remember: Serpstat collects keyword and competitor analysis data for all the Google regions in the world, and its USA keyword database currently counts 5.34 billion keywords.

The Keyword Research menu has five sections:

keyword research overview

  • Overview – Shows you the overall metrics of the researched keyword, plus links to more detailed reports below.
  • SEO Research – Includes (organic) Keyword Selection, Related Keywords, Search Suggestions, Top Pages, and Competitors reports.
  • PPC Research – Includes (paid) Keywords, Competitors, Ad Examples, and Ad Research reports.
  • Content Marketing – Shows you Search Questions related to the keyword.
  • SERP Analysis – Shows you the Top 100 search results for the keyword.

Top Use Cases -> SEO Research

1) Use Keyword Selection to find loads of new opportunities

The Keyword Selection report displays all the search queries associated with your chosen keyword.

You can use filters to refine your results; e.g. search volume, the number of results, the number of words in a keyword, special elements in SERP, etc.

In Serpstat:

  1. Enter your keyword and select your search engine.
  2. Go to Keyword Research > SEO Research > Keywords Selection report.
  3. Add filters for ‘Number of words in a keyword’ more than or equal to 3 AND ‘Search volume’ more than or equal to 100.

keyword selection 1

The report shows loads of keywords that have a decent search volume:

keyword selection 2

You can sort the results by keyword difficulty, volume, etc. and you also have the option to export results to a spreadsheet.

2) Find related keywords to help boost content relevancy

The Related Keywords report shows all search queries that are semantically associated with your seed keyword, and have at least two identical pages in the Top 20 search results.

Serpstat uses a “Connection Strength” metric (from 0-20), which measures the number of identical search results in the Top 20 listings.

In Serpstat:

  1. Enter your keyword e.g. “best wifi router” and select your search engine.
  2. Go to Keyword Research > SEO Research > Related Keywords report.
  3. Add filters for ‘Search volume’ more than or equal to 100.

related keywords 1

The report shows all related keywords with a search volume greater than 100 sorted by “Connection Strength”:

related keywords 2

Content Marketing

3) Find question-based content topics (great for midfunnel)

The Search Questions report shows you questions from Google’s search suggestions and helps you find interesting ideas to inspire your content.

In Serpstat:

  1. Enter your keyword e.g. “beard oil” and select your search engine.
  2. Go to Keyword Research > Content Marketing > Search Questions report.

At the top of the page, you can see totals of various types of questions; e.g. how (219), what (67), where (65), etc.

search questions 1

Further down the page, you can see the list of questions for each category:

search questions 2

You can either export all the questions or individual groups of questions.

SERP Analysis

4) Use reporting for keyword qualification (KD, backlinks, content type)

The Top Keyword report shows you how difficult it will be to rank for a given keyword. You can see the number of backlinks and referring domains for each page.

In Serpstat:

  1. Enter your keyword e.g. “beard oil” and select your search engine.
  2. Go to Keyword Research > SERP Analysis > Top by Keyword report.

top keyword 1

It’s also important to check the types of content that are ranking in the SERP. In this example for “beard oil”, you can see all the content is ecommerce-related product pages, so it would be pointless trying to rank a blog post on this topic.

Backlink Analysis

Serpstat lets you analyze backlink profiles at the domain or URL level. The reports allow you to discover your competition’s link building strategies and highlight the best way to build your backlinks.

The Backlink Analysis menu has six sections:

backlink analysis overview

  • Backlink Dashboard – Shows you an overview of a site’s Referring Domains and Pages, Linked Domains, Percentage of Follow/Nofollow Links, etc.. Plus, you can see Serpstat’s Page Rank (SPR) and Trust Rank (STR), which is similar to the Majestic TF/CF metrics.
  • Referring Domains – Shows all the domains that link to the researched domain/URL, the number of referring pages per domain and SPR and STR metrics.
  • Referring Pages – Displays New and Lost Backlinks for the researched domain/URL in the selected period.
  • External Links – Shows a list of Outbound Links from the researched domain/URL in the selected period.
  • Top Pages – Shows you the Top Pages for the researched domain/URL based on the number of backlinks.
  • Competitors – Lets you build a list of competitors to compare metrics side-by-side.


Top Use Cases -> Referring Domains:

1) Review the quantity and quality of inbound links to a domain or URL

The Referring Domains report shows all the domains that link to the researched domain, the number of referring pages plus Serpstat’s Page Rank (SPR) and Trust Rank (STR). It’s a useful way to check both the quantity and quality of the backlinks.

In Serpstat:

  1. Enter the domain – e.g. thewirecutter.com – and select your search engine.
  2. Select Backlink Analysis > Referring Domains report:

referring domains 1

Notice the huge difference in quantity and quality between the top two referring domains:

referring domains 2


Referring Pages

2) Reverse-engineer competitors to find their top backlink sources

The Referring Pages shows the source and quality of links to a site. And it’s a handy way to check where competitors are getting their backlinks from.

For example, Beardbrand could check new backlinks to Beardoholic to see if there are any potential sources to tap into.

In Serpstat:

  1. Enter your competitor’s domain – e.g. beardoholic.com – and select your search engine.
  2. Select Backlink Analysis > Referring Pages report

2019 07 20 12 41 40

Scroll down to the New Backlinks report and click “Show all new backlinks”:

2019 07 20 12 42 40

Now you have the full list of your competitor’s backlink sources that you can reverse-engineer:

referring pages 3


Top Pages

3) Determine the most linkable content types and topics in your industry

The Top Pages report shows the number of referring domains, pages, and unique IP address. From the report, you can check content types and topics that attract the most links.

For example, looking at Beardbrand, you can see they get a high number of backlinks to their:

  • info pages (e.g. home, about, etc.)
  • blog articles (e.g. /blogs/urbanbeardsman subfolder)
  • product category pages (e.g. /collections subfolder)

backlink top pages

However, in comparison Beardoholic, gets the majority of their backlinks to blog content:

backlink top pages 2

Note: You can export the data to a spreadsheet for further sorting/filtering and analysis.

Rank Tracker

Serpstat’s Rank Tracker tool helps you keep tabs on the search engine rankings for your chosen keywords.

First, you’ll need to create a project for the website you wish to track. [Refer to the section at the top on how to do that.]

Once that’s done, click the ‘Start Tracking’ button.

You’ll be prompted to enter your selections:

rank tracker settings

  • General – You can change the project name or add/ change competitors to track side-by-side with your domain.
  • Search Regions – You can add/ change search engines, the type of SERP (Desktop or Mobile) plus the Country, Region, City, and Language you want to track.
  • Keywords – You can either add keywords manually or import them from a CSV or TXT file.
  • Schedule – You can set up tracking to daily, every 3 days or weekly updates.

The Rank Tracker tool has three reports:

  • Keywords
  • Competitors
  • URLs

Keywords

In the Keywords report, there are two tabs for Positions and History.

The Positions tab shows your current ranking for the tracked keywords, plus the Search Volume, and Position dynamics – a brief visual trend of the last few days:

keywords positions

The History tab shows how your keywords have performed since you set up the project. It only includes keyword ranking movements within the Top 20 search results:

keyword history


Competitors
 

The Competitors report shows you the traffic share for the selected keywords among competing domains. You can also switch between regions and devices:.

competitors


URLs
 

In the URLs report, you can see which page ranks for the keywords you’re tracking, plus its current position and search traffic:

rank tracker URLs

Site Audit

Serpstat’s Site Audit tool provides a solid top-level analysis of your website. The report highlights SEO errors by high/medium/low priority along with recommended fixes.

First, you’ll need to create a project for the website you wish to audit. [Refer to the section at the top on how to do that.]

Once that’s done, click the ‘Start Audit’ button to commence the audit. There are several options you can select for the scan; e.g. the maximum number of pages to be crawled, the scanning speed, etc.

When the scan is finished, you’ll see the Audit Summary dashboard:

site audit summary

The SDO score is a Serpstat metric that measures the site’s technical optimization on a scale from 1 to 100.

Below the dashboard, you’ll find the types of errors arranged in Categories:

  • HTTP Status Code – Pages that respond with 5xx or 4xx codes.
  • Meta Tags – Errors with Title Tag and Meta Descriptions.
  • Headings – Errors concerning H1 Headings.
  • Content – Issues with missing body text and large page size.
  • Multimedia – Problems with broken images and large file size.
  • Accessibility and Indexation – Pages with Canonical Tags, iFrame Tags, Flash elements, Low word count, etc.
  • Redirects – Identifies links to redirected pages.
  • Links – Shows any problems with external links.
  • Server Parameters – HTTP/HTTPS and WWW/non-WWW issues.
  • HTTPS Certificate – Checks Valid certificates, Mixed content, etc.
  • Hreflang attributes – Checks multilingual settings.
  • AMP Pages – Checks if AMP is used.
  • Markup – Checks for Schema Markup, Open Graph, and Twitter Cards.

At the end of the report, you’ll find four charts from the site audit:

site audit summary graphs

  • Page Depth – the number of clicks required to access a specific page, starting from the homepage.
Robbie headshot

Editor’s note:

Important pages buried too deep in the site structure won’t be crawled as often, and therefore make it difficult for spiders to index them. Also, from a UX perspective, any page should be accessible within 3 clicks.

  • Redirect Type – the number of pages that have a specific redirect type; e.g. 301 redirect, canonical.
  • Status Codes – the number of pages that return specific HTTP codes; e.g. 200, 404, etc.
Robbie headshot

Editor’s note:

Too many 404 error pages can negatively impact SEO, so remove them or fix them as quickly as possible.

Canonicalization – the number of pages with and without the “rel=canonical” tag


Top Use Cases -> Audit Summary:

1) Find accessibility/ indexation issues

The Site Audit Summary report highlights technical errors that will prevent search engine crawlers from indexing pages.

For example:

  • Robots.txt file exclusions

site audit robots

  • Canonical errors
  • Multiple tags/ cross-domain links/ relative URL

site audit canonical

  • IFrame tag errors

site audit iframe

2) Identifying quick on-page fixes

The Site Audit Summary report also highlights on-page errors along with information on how you can fix them quickly.

For example:

  • Titles
  • Empty/Missing/Duplicate

site audit titles

  • Heading Tags
  • Missing/Multiple/Duplicate

site audit headings

  • Meta Descriptions
  • Long/Short/Missing/Duplicate

site audit descriptions

  • Broken Links

site audit broken links

  • Too Many External Links

site audit external links


Loading Speed

3) Uncover the source of load speed issues

Google has been using site speed as a ranking factor since 2010.

When Backlinko analyzed the median load time of 1 million domains using Alexa’s domain speed tool, they found a strong correlation between site speed and Google rankings:

01 Average Page Load Spead for URLs domain line

So you must have a responsive, fast-loading site that provides a great user experience on mobile and desktop.

Serpstat’s Loading Speed report identifies page speed and UX issues for both desktop and mobile versions of a website, and suggests improvements:

site audit loading speed

For example, it suggests optimizing images to speed up page loading.

Tools

The Tools section lets you:

  • View and download all reports you’ve exported over the last month.
  • Upload a list of keywords to check their quality and search volume (for Yandex only).
  • Start mass keyword grouping and text analytics.

Let’s see how you can use Serpstat’s two new tools…

Keyword Clustering

Clustering is the process of grouping a set of keywords in such a way that keywords in the same group (called a cluster) are more similar to each other than to those in other groups.

The level of similarity/differentiation depends on how you set the parameters.

There are two main settings of the tool: Weak/Strong and Soft/Hard.

The Weak parameter tells the system that the keywords must have at least 3 common URLs in the Top 30 search results for a keyword to be combined into a cluster. While the Strong parameter sets 7 common URLs as a condition for keywords merging into a single cluster.

The Soft parameter allows a cluster to be created if at least one pair of keywords has 3 or 7 common URLs in the Top 30 search results (depending on the previous Weak/Strong choice). The Hard parameter requires all keywords in a cluster to have 3 or 7 common URLs in the Top 30 search results for a keyword.

Serpstat employs intelligent hierarchical clustering to combine clusters in a supercluster.

So depending on your parameters, you’ll end up with a list that looks something like this:

clustering 1

  • 3 is a cluster – which includes the keywords on the right.
  • 2 is a supercluster – i.e., a set of clusters. It combines keywords with a high semantic similarity score, but slightly less similar than keywords in a cluster.
  • 1 is a protocluster – i.e., a set of superclusters. Generally, a protocluster is made up of superclusters related to a specific category of objects.

For example, in an ecommerce store, you might have one protocluster that contains superclusters of different types of refrigerators, and another protocluster that contains superclusters of different types of microwave ovens.

Each keyword cluster has additional info. For example, the wine cooler cluster looks like this:

clustering 2

  1. The keyword connection strength shows how related to the cluster’s subject this keyword is (from 0 to 1).
  2. Homogeneity shows the connection strength between keywords.
  3. Displays the page from your specified domain that suits the cluster’s subject the most.

Once you’ve run the Keyword Clustering tool, you can move onto the Text Analytics.

Text Analytics

The Text Analytics tool helps you optimize the content on your page to rank for a cluster of keywords rather than individual keywords. It provides you with a list of recommended keywords to use in the Title, H1, and Body based on the Top-10 search results of all keywords.

Here’s what the report looks like.

The first section of the report displays a list of the analyzed keywords, and two scores: Proximity Level and Relevance:

text analytics 1

  • Proximity Level — displays how close a keyword is in terms of semantic similarity to the cluster topic on a scale from 0 to 100%.
  • Relevance — shows a relative score of how well your page is optimized for the keyword compared to the top pages from the SERP.

The second section displays recommended words for the Title, H1, and Body of your page:

text analytics 2

  • LSI rank — shows how important this keyword is for Title/H1/Body in the context of the analyzed subject. The higher this rate is, the more strongly it’s recommended.
  • Chance — displays the percentage of competitors from the analyzed group that has the word in Title/H1/Body.
  • Status — has three possible values:
  • Included – the word is present in Title/H1/Body of the page.
  • Not included – the page doesn’t have the word in its Title/H1/Body.
  • Overspam – the word is used too many times in the Title/H1/Body compared to other pages from the analyzed group.

Overall, these two tools help you optimize your existing pages or prepare future content, so you get higher rankings on Google.

Serpstat Plugin

The Serpstat plugin allows you to find out the key metrics of any site in just a few clicks. And it’s available for Google Chrome and Mozilla Firefox.

The plugin gives you access to the following three SEO tools:

  • On-Page SEO Parameters
  • Page Analysis
  • Domain Analysis

serpstat plugin 1

You can use the On-Page SEO parameters without logging in, but the other two tools require you to log in to your Serpstat account and generate an API token:

pasted image 0 2

Note: If you don’t have a Serpstat account, you can create one for free here.

Once you’re logged in you can access all the data.

On-Page SEO Parameters

The On-Page SEO parameters tab is split into 5 sections:

pasted image 0 4


#1 General Information

The main page contains general information with quick links to information like Page Code, Google Cache, the “Site Age”, and the “Who is” details. Clicking these links opens new pages in your browser. For example, the “Site Age” link opens related information on the Wayback Machine.

#2 Headers and Meta Tags

The Serpstat plugin will also highlight key technical and on-page information like title, descriptions, headings, word count, sitemap.xml, robots.txt, hreflang etc.

pasted image 0 1


#3 Images and Media

Find opportunities to optimize image and media file sizes to boost page load speed. The plugin will highlight which images/media files fall into the following categories:

  • More than 1MB
  • Between 500kb and 1MB
  • Less than 500kb

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Click the arrows to see the alt text and URL for each media file.


#4 Page Speed

Next, you can test the Page Speed for mobile and desktop with Google’s PageSpeed Insights:

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Page Analysis

The page analysis tab is also split into 3 sections:


#1 Top-10 keywords by URL

First, you’ll see the Top-10 keywords for the URL. For each keyword, you’ll also see its:

  • Ranking position and position changes.
  • Search volume.
  • Cost.
  • Competition.
  • The number of search results.

serpstat plugin 3

#2 URL Analysis

Next, you can see:

  • The number of competitors for a given URL.
  • The number of keywords the URL ranks for.
  • The number of missing keywords (gaps) actively used by competitors.

pasted image 0

#3 Detailed information 

Finally, you can click on the report links to access more details directly inside the Serpstat tool.


Domain Analysis

The domain analysis tab is useful for taking a quick high-level look at any domain. It gives you a snapshot of the Domain data plus a Visibility trend graph for the past year:

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In the example above, you can see The Wirecutter domain is ranking for over 4.6M keywords, has captured rankings for 338,998 new keywords in the past 12 months, and organic visibility has been steadily increasing, hauling in a massive 45.9M visits a month!

API Access

Serpstat provides API access on all of its plans (starting from $69/month). The API token gives you access to the Serpstat Plugin (shown above) and also enables you to get loads of valuable data.

Once you’ve generated your API token, follow the instructions to communicate with the API and choose the report you need; e.g. Domain Reports, Keyword Reports, and URL Reports.


Serpstat vs. SEMrush vs. Ahrefs

Serpstat is a more affordable, but scaled-down alternative to SEMrush and Ahrefs.

Pricing

Serpstat starts at $69/month, which is $30 cheaper than Ahrefs and SEMrush. Other plans are also considerably lower:

Serpstat

SEMrush

Ahrefs

Lite | Pro | Lite

$69

$99

$99

Standard | Guru | Standard

$149

$199

$179

Advanced | Business | Advanced

$299

$399

$399

Enterprise | Enterprise | Agency

$499

Contact

$999


Backlinks Index

While Serpstat’s backlink index is not as large as SEMrush or Ahrefs’, it does provide the intelligene needed to build more effective link building campaigns.

For example, the Referring Domains report lets you review the quantity and quality of inbound links to the researched domain with Serpstat’s Page Rank (SPR) and Trust Rank (STR) metrics.

You can use the backlink report to find out which content types and topics are generating the most links for the competition, and use those insights to improve your own campaigns.

Serpstat is missing some of the more powerful sorting and filtering capabilities that are available in the Ahrefs and SEMrush SEO toolsets.


Keywords Index

Although Serpstat covers more countries and regions, its Keywords Index (5.05B) is currently lower than SEMrush (10.6B) and Ahrefs (7.9B).

That said, Serpstat has some useful Keyword Research reports:

  • The Keyword Selection filters help you find loads of new opportunities, the related keywords ‘connection strength’ metric helps you build relevant content, and the SERP analysis report helps you better qualify keyword opportunities.

And then there’s the Website Analysis reports:

  • The Domain Analysis filters help identify existing keyword opportunities, plus you can find content gaps with the Domain vs Domain report.

These are all handy reports that provide actionable insights to build out your keyword and content strategies.


Keyword Rank Tracking

While SEMrush and Ahrefs’ rank tracking tools are some of the highest rated in the industry, Serpstat has a solid offering too.

It provides a lot of the same core functionality as the other tools:

  • Track ranking distributions – see how many keywords a site ranks in the top 10, 20 etc positions, along with the URL it is ranking with
  • Historical trends – see how a given keyword’s rankings have been trending over time
  • Traffic share – see organic traffic distribution against the competition for each tracked keyword
  • Keyword grouping – bucket keywords (eg: by product or search intent) and filter for easier rank analysis across specific groups/topics


Note
: While the Serpstat rank reports are fairly easy to navigate, at times they do take a while to load. Eg: one of the larger rank reports took a day to build when I was reviewing the software.


Site Audit

The audit tools in SEMrush and Ahrefs are much more robust than Serpstat. That said, Serpstat still surfaces a lot of the major on-page and technical issues that ca hurt a site. Ahrefs and SEMrush just allow you to drill deeper.

For example, Ahrefs gives you the ability to configure a segment, so you can isolate issues related to a specific subfolder, such as /blog/, /collections/, or perhaps a subdomain like shop.beardoholic.com.

Comparative Summary

SEMrush and Ahrefs provide deeper analysis capabilities, and the UI is a bit easier to navigate.

While Serpstat will not replace all the functionality that Ahrefs or SEMrush can provide, it is a solid scaled-down tool that provides valuable insights at a reduced price point.


Who should use Serpstat?

Serpstat is ideal for a blogger, freelancer, contractor, or small agency who are working on a tight budget, but need to glean SEO insights for the industry and competition they or their clients work in. This audience would likely see a positive ROI on their Serpstat investment.


Pricing

Serpstat has four pricing plans: Lite, Standard, Advanced, and Enterprise.

serpstat pricing

Prices start at $69/month, or $55.20/month with an annual subscription, which makes it more affordable than similar tools like SEMrush and Ahrefs.

The main differences between the four plans come down to the number of queries and reports you can run. The more you need, the more you’ll pay.

The chart below highlights the key differences:

  Lite Standard Advanced Enterprise
Monthly price $69.00 $149.00 $299.00 $499.00
Search Analytics        
Queries per day 4,000 5,000 8,000 12,000
Results per report 10,000 30,000 50,000 75,000
Export rows per month 500,000 5,000,000 15,000,000 25,000,000
API requests per second 1 10 10 10
Rows per month by API 100,000 500,000 1,000,000 2,000,000
Position Tracking        
Tracked keywords 15,000 60,000 150,000 300,000
Backlink Analysis        
Queries per day 500 1,000 1,500 2,000
results per report 5,000 25,000 30,000 50,000
Export rows per month 6,000,000 10,000,000 15,000,000 25,000,000
Site Audit        
Pages to audit 150,000 400,000 1,250,000 2,500,000
Additional        
Projects to track/audit 10 50 75 100
Team management 0 3 5 7
Keyword Clustering and Text Analysis 1,500 6,000 15,000 30,000
White label reports N N N Y
Branded reports N Y Y Y
Phone support N N Y Y

The Lite Plan has generous monthly data allowances and is best suited to individuals who don’t require extras like Branded and White Label Reports.

At the other extreme, the Enterprise Plan is Ideal for SEO Agencies who generate large volumes of data and need to create White Label reports for their clients.


Final Verdict

Serpstat is a solid tool that can be a more cost-effective alternative to some of the industry heavyweights such as SEMrush and Ahrefs.

The Website Analysis and Keyword Research tools are particularly strong, and its proprietary Clustering Tool and Text Analytics add a different dimension to planning and creating your content.

Serpstat is certainly worth a trial if you are looking for a lower cost tool that can still provide actionable insights and help improve your SEO and PPC campaign performance.

Robbie headshot

Editor’s note: 

Ready to take the entire Serpstat toolset for a test drive?

Here’s how to activate your free 7-day Serpstat trial:

Step #1: Create a free account through this link (no credit card required).

Step #2: Copy promo code robbie_readers_serpstat.

Step #3:  Once logged in, go to Account Details. Click the “I have a trial coupon” link, paste in the promo code from above and activate your free 7-day trial. 

Serpstat trial

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