Serpstat Review

Over the past decade, I have used many different keyword research tools and have been very disappointed with the inability to provide a valuable result.

With most tools, I still had to do manual keyword research to see the best possible results in the Search Engine Result Page (SERP).

A year back, I decided to give Serpstat a try, and now, without any hesitation, I can say it’s the best keyword research tool I’ve used after SEMrush and Ahrefs. You will not believe, in some cases, that Serpstat is even better than SEMrush and Ahrefs.

Now, you must be wondering, “why not go for SEMrush or Ahrefs?”



Have you ever thought about how expensive these tools are? Especially when you’re just starting a new site or a blog.

So, before we dive into an in-depth review of Serpstat, let’s clarify, Serpstat can not be compared directly to Ahrefs and other pricey tools. Instead, it should be seen as a low-priced alternative.

In this article, we will take a more in-depth look at each tool and feature provided by Serpstat with its plans and pricing.

Without wasting any more time, let’s dive in.

Getting Started with Serpstat

Serpstat is an all-in-one SEO platform used by bloggers, digital marketing agencies, in-house SEO teams, small and medium businesses, and enterprises.

To get started with Serpstat, you have to add the projects on the dashboard. Now, we will look at “how to add and manage your projects?”

Setting Up Your Project

Firstly, you have to create your account on Serpstat. Once you sign up, you can visit your dashboard by clicking on “List of Projects.”


With “List of Projects,” you can access your existing or ongoing projects. You can even add new projects. Furthermore, the “Add/manage group” allows you to group your projects into Personal, Business, Client, or allocate any other custom name.


Enter the domain name that you want to analyze, a name, and a group to classify your project. Once you provide all the necessary information, click on “Create.”


Serpstat will retrieve all the data for your project, including SEO Keywords, PPC Keywords, Referring Domains, and Referring Pages.


You can also start site auditing or track keywords here, but don’t worry, and we will have a look at both in the latter part of the article.

Now, you have successfully set up your dashboard. It’s time to look for the different tools offered by Serpstat so that you can start gaining a competitive advantage.

How to Use Serpstat Tools to Increase Your Website Traffic?

Like other SEO tools, Serpstat also has dozens of features that can help you build SEO strategies and marketing plans.

Serpstat’s tools can be divided into six categories:

  • Website Analysis
  • Keyword Research
  • Backlink Analysis
  • Rank Tracker
  • Site Audit
  • Tools (Currently, Beta Version)

Before I further break down and explain each tool, let me explain how this article will move ahead.

Firstly, I will cover one specific tool of Serpstat, then we will look at how to use that particular tool in the working world. Once we finish with our example, we will go to the next tool and follow the same procedure until the last one.

Let’s uncover all the features one by one.

Website Analysis

The Website Analysis is further divided into Domain Analysis and URL Analysis.

1. Domain Analysis

To start with Domain Analysis, enter the domain name in the search bar. You can also search the domain name with country-specific.

Overview – You will obtain overall statistics for the entered domain from Google.


SEO Research – Includes the report of keywords with SERP positions. You can also compare your domain with your competitor simultaneously and monitor the top organic pages.


PPC Research – Find the paid keywords and ads of your competitors, and identify the problems (if any) in your PPC campaigns. It allows you to analyze your competitors’ paid campaigns that help you optimize your ads for better results.


Batch Analysis – Metrics such as visibility, traffic, keywords, ads, new keywords, lost keywords, improved keywords, etc., can be compared up to 100 domains simultaneously. Additionally, you can export all the generated data in a spreadsheet format.


Infographics – Infographics section will generate the data in the form of charts (which can be saved as an image). The charts include visibility, organic keywords, search engine traffic, and the total number of PPC ads.


2. URL Analysis

To start with URL Analysis, enter the specific URL in the search bar. The data will generate for a page only, instead of the whole website.

Overview – The total number of organic keywords, keyword position distribution, competitors in organic search, and missing keywords will be obtained.


Keywords – You will be able to check all the keywords for the page ranks in the top 100 search results.


Competitors – Discover the competitors for that specific page along with their Facebook shares.


URL vs. URL – Discover common or unique keywords for the analyzed pages of one or two competitors simultaneously.


Missing Keywords – Check all the keywords of your competitors’ page that ranks in the top 10, but not included in your URL (or page).


Now, we will see how we can use “Website Analysis” to increase our website traffic.

How to Get More Traffic using Domain Analysis?

1) Rank for existing keywords

The easiest and quickest way to get more website traffic is to improve your rankings for keywords for which you’re already ranking high on SERP. To check existing positions of your keywords, follow the below steps.

  • Enter your domain name in the search bar.
  • Navigate to Website Analysis > Domain Analysis > SEO Research > Keywords.
  • Before you analyze results, add appropriate filters. In our case, we will apply two filters: “Domains position for a keyword between 6 and 15” AND “Search volume more than or equal to 500”.

The generated report will help you to determine which existing keywords you should focus on.


Note: When you want to apply filters, make sure to correctly select “OR” or “AND” as both work differently. When you use “AND”, all the conditions should satisfy, on the other hand, “OR” checks for at least one condition to be satisfied.

2) Discover your competitors content for which they’re ranking

It may be possible that you lack with your content strategy. Discover all the topics your competitors are using to drive traffic.

  • Navigate to Website Analysis > Domain Analysis > SEO Research > Domain vs. Domain.
  • Enter your domain name and one or two major competitors that you want to analyze.
  • Click “Compare” and an intersection graph will be generated based on standard and unique keywords.
image2.png can check keywords for and to rank and work on a content strategy accordingly.

3) Bid on keywords for paid search ads

Target the keywords that competitors are bidding in their successful ads. With the keyword report, you will be able to analyze the strategy of competitors for paid keywords.

  • Navigate to Website Analysis > Domain Analysis > PPC Research > Keywords.
  • Enter your competitor’s domain name in the search bar.
  • The report will show you the adverts with their position in the SERP. For detailed targeting, add a filter as “Keywords” does not include “competitor’s brand keyword.”

4) Identify all the ads competitors are using for specific keyword groups

Knowing the ads copies for the particular keywords, the competitors bid on in Google Ads will help you strategize your move effectively.

  • Navigate to Website Analysis > Domain Analysis > PPC Research > Ad Examples.
  • Enter your competitors’ domain name in the search bar.
  • Filter your results by including or excluding popular keywords. In our example, we added a filter for “CPC less than 10”. So, it will show all the ads whose CPC is less than 10.

You can see all the keywords your competitors are using for each ad. So, might be interested in targeting the keyword “helix mattress” that uses in their ads.


Now, we will move to the next tool offered by Serpstat, i.e., Keyword Research.

Keyword Research

Check all the keywords that you and your competitors are ranking for. Additionally, explore the new keyword opportunities that might help you to outrank your competitor.

Overview – Overall information on a keyword such as Search Volume, Competition, CPC, Keyword Difficulty, etc.


SEO Research – You can view all the information for organic search results such as Keyword Selection, Related keywords, Search Suggestions, Top Pages, and Competitors.


PPC Research – You can view all the information for inorganic or paid search results such as Keywords, Competitors, Ad Examples, and Ad Research.


Content Marketing – Get all the search questions queries related to the keyword. The questions generated will be based on the searches by your target audience on Google.


SERP Analysis – The report will show you the top 100 Google results in organic and paid search for your entered keyword.

Let’s see how we can use “Keyword Research” to find new keywords opportunities.

How to Find New Keywords and Content Plan using Keyword Research?

1) Discover new keywords with its search volume

You can discover and work on new keywords if you come to know their keyword difficulty and search volume.

  • Navigate to Keyword Research > SEO Research > Keyword Selection.
  • Enter the keyword you want to target.
  • For specific targeting, add filters to generate the results. In our case, we will add filters as “Search volume more than equal to 10000” and “Competition level between 1 to 20”.

The result will show lots of keywords with high numbers of search volume on Google.


2) Uncover question-based content

Search suggestions or autocomplete suggestions are the widespread queries pop up under the search bar when you start typing in a search engine.

Using “Content Marketing,” you can find the number of questions asked by your target audience on Google, which will help you generate new ideas for your content.

The graph will show you the type of questions such as what, do, does, how, and others with their frequency on SERP.


If you further scroll down the page, you can see several questions for each category. You can even export all the questions in the spreadsheet format.


3) Use SERP Analysis to check Keyword Difficulty

You can analyze how difficult it is to rank a particular keyword. You can also check the number of external backlinks and referring domains for a specific page.

  • Navigate to Keyword Research > SERP Analysis > Top by Keyword.
  • Enter the keyword for whom you want to check keyword difficulty.

In our example, there are different types of pages in results such as e-commerce or product-related pages, blog posts, and many more.

But, in case, if you’re searching for a keyword and the top 10 pages of search results are only related to e-commerce pages, then there is no point in ranking a blog post on the same topic.


Now, we will move further for the next tool, i.e., Backlink Analysis.

Backlink Analysis

Serpstat allows you to monitor the backlink data of a domain. Apart from analyzing competitors’ link building strategies, you can use “Backlink Analysis” to build backlinks for your website.

Let’s see a quick overview of all the sections in Backlink Analysis:

  • Backlink Dashboard – A backlink profile information for a domain which includes Follow/Nofollow links, Referring Domains, Referring Subdomains, Backlinks, Serpstat Page Rank, and Trust Rank (STR). SPR and STR are quite similar to Majestic flow metrics.
  • Referring Domains – List of all the domains that link to the entered domain.
  • Malicious Sites – Number of backlinks from the malicious site. Serpstat uses an algorithm to check whether the link comes from a malicious or an official site.
  • Active Backlinks – List of all active backlinks to the entered domain.
  • Lost Backlinks – List of all lost backlinks to the entered domain.
  • External Links – List of outbound links.
  • Anchors – List of keywords used as anchors for inbound links.
  • Top Pages – Number of backlinks on popular pages of the entered domain.
  • Batch Analysis – List of competitors that let you compare various metrics simultaneously.

We will now see how we can use “Backlink Analysis” to build backlinks for our site.

How to Build Quality Backlinks for your Website using Backlink Analysis?

1) Check the quality and quantity of inbound links to a website

Referring Domains will give you the list of all the domains link to the entered domain. Apart from URL, you will also get the information about the number of referring pages and Serpstat Rank for the domain.

  • Navigate to Backlink Analysis > Referring Domains.
  • Enter the domain name; in our case, we are entering

If you look carefully, then you can see there is a huge difference in referring pages between the top two domains in the list.


2) Identify your competitors top backlinks

You can find the active backlinks of your competitors to be able to reverse-engineer that link and analyze whether those links are useful for you.

  • Navigate to Backlink Analysis > Active Backlinks.
  • Enter your competitors’ domain in the search bar.

Here, a list of all backlinks with their link source will be generated that you can consider while reverse-engineering.

Note: Similar to Active Backlinks, and you can also consider Lost Backlinks while analyzing your competitors’ backlinks.

If you want to track your domain, then the next tool is for you, i.e., “Rank Tracker.”

Rank Tracker

Rank Tracker tool lets you track the domain for your target keywords. This tool is mainly used when you want to check whether your link building is generating results or not.

To use Rank Tracker, you will first have to create a project (refer to the “Setting Up Your Project” section at the top) for a website you want to track.

Once you click on “Start Tracking,” you will be prompted to enter your selections:

  • General – Add or remove competitors to track metrics with your domain.
  • Search Regions – Add or remove search engines, country, city, region, and language.
  • Keywords – Either add keywords manually or import a CSV file.

The Rank Tracker tool generates three different reports, including Keywords, Competitors, and URLs.


The keyword report can be generated based on Positions and History.

  • The Positions report shows you the current ranking for your keyword.
  • The History report shows how your keywords have performed since you created your project. But, the keyword ranking only includes the result that comes in the top 20 search results.

Serpstat allows you to insert keywords in different groups and analyze the position change in keywords of those groups. For instance, there is no point in checking all the keywords for all phrases; instead, you should monitor competitors on specific topics.

For example, you have an online store where you sell various products; then, you will have different competitors for each product group. So, keyword grouping will help you to simplify the analysis process.


Serpstat tracks the top 100 Google search results for a keyword. Thus, you will receive the data of all domains for the selected keywords. You can switch between regions as well as devices for detailed search results.



You can directly enter a URL to see which page ranks for the keywords. Even, you will be able to track its current position and search traffic.


Auditing your website will help you resolve SEO-related issues, and the next tool, i.e., “Site Audit,” allows you to do the same.

Site Audit

Site Audit lets you audit the site (or even a single page of your site). The report will determine SEO errors and suggest fixes.

Like Rank Tracker, here also you have first to create a project for a website that you want to audit. When you successfully create a project, click on “Start Auditing.”

You will be prompted with several options: the number of pages you want to scan, scanning speed, scanning type (Whole website, Page list), and much more. Select appropriate options and click on “Start”.


Once the scan is finished, you will be redirected to the Audit Summary dashboard.


Based on the scanned factors, Serpstat will assign an SDO score for your site, which is calculated on your website’s technical optimization. A good SDO score depicts a good on-page SEO on your site.

Serpstat analyze various SEO aspects such as

  • HTTP Status Code (Pages that respond to 4xx codes)
  • Meta Tags (Missing or lengthy meta tags)
  • Headings (Error concerning H1)
  • Content (Missing body text)
  • Multimedia (Large file size)
  • Indexation (Indexing and crawling issues)
  • Redirects (Discover links to redirected pages)
  • Links (Error in external links)
  • Server Parameters (www/non-www or HTTP/HTTPS issues)
  • HTTPS Certificate (Problem with SSL certificate)
  • Hreflang Attributes (Use of Multilingual)
  • Markup-related issues (Schema Markup)
  • Pagespeed for Desktop (Check speed of site on desktop)
  • Pagespeed for Mobile (Check speed of site on mobile)
  • Canonicalization (pages with and without “rel=canonical” tag)

In case you’re auditing your clients’ site, you can export the report in PDF form and mail them.

Why should you perform Site Audit?

With the help of Site Audit, you will come to know about the SEO issues on your site. The best thing is Serpstat also recommends fixes. If you get an error on Serpstat’s Site Audit, you will also get recommendations on how to fix that particular error.

For example, I have entered a domain ( for site auditing. Below are the screenshots of the site audit report having various errors.

The red, orange and yellow color depicts high, medium, and low priority, respectively. High priority means that the issue should be resolved before anything.

Now, you can check for all the errors and fix them quickly to avoid SEO related issues.


Scan Any Website in One-Click With Serpstat Plugin

Serpstat plugin allows you to analyze any website in just one-click. The plugin is available for Google Chrome and Mozilla Firefox only.

With the help of the plugin, you will be able to access the following tools:

  • On-page SEO parameters
  • Page analysis
  • Domain analysis

On-Page SEO Parameters

The On-Page SEO Parameters are further divided into seven sections, as follows:

  • General Information
  • Headers and meta tags
  • Outbound links
  • Images and media
  • Speed, Optimization
  • Structured data
  • Text analysis
  • Tools

1. General Information

The first page contains all the general information related to the domain, such as Page code, Google cache, Site created, and “Who is” details. Furthermore, you can check site indexing details also.

2. Headers and Meta Tags

Analyze the technical information like title, description, keywords, canonical tags, and header hierarchy.


3. Outbound Links

Check all the outbound links, i.e., Internal and External links of the site. The outbound links tab will show all the links to the website instead of a particular page.


4. Images and Media

Identify all of your images and media files with large file sizes, and optimize them to boost your page load speed. You can check the file size in three formats, including More than 1 Mb, From 500 Kb to 1 Mb, and Less than 500 Kb.

In our example, you can see all image file sizes come under “Less than 500 Kb,” which means images will not affect our page load speed.


5. Speed, Optimization

Monitor the page speed on desktop as well as mobile. If the page speed is below average, you will have to work on it immediately as the page speed is one of the significant factors in on-page SEO.


Page Analysis

Page Analysis provides information such as position, queries, cost, competition, and the number of search results for each keyword.


Next, you can see:

  • The number of keywords used in the website.
  • The number of competitors for the entered URL.
  • The number of missing keywords.

Domain Analysis

Analyze any domain with a quick look at its domain data and the visibility trend past 12 months. Basically, you can monitor the traffic, visibility, keywords, new, lost, improved, and declined keywords for the queried domain.


Setting Up Serpstat Plugin

If you’re wondering how to get access to the Serpstat plugin, follow the steps below.

Step 1: Download the Serpstat plugin and add it to Google chrome. The extension will be added to your chrome.

Step 2: To get full access to Serpstat, you’ll need to first sign up for Serpstat. You can sign up for Serpstat here.

Step 3: Once you sign up for Serpstat, visit your profile, and create an API by clicking on “Generate Token.”


Step 4: A token for API access will be generated. Now, click on the Serpstat plugin already installed on your chrome, and enter the token to start using it.


Step 5: The setup is successfully done. You can browse any site or page, and the Serpstat plugin will provide data concerning various metrics such as domain analysis, page analysis, and on-page SEO parameters.

Plans & Pricing

Serpstat has a total of four subscription plans, namely Lite, Standard, Advanced, and Enterprise. Each plan grants access to 230 Google and 9 Yandex databases.


The Lite plan is the best plan for you if you want to try this tool. The price of the Lite plan of Serpstat is lower than the basic plan of other similar tools, as it starts from $55.20 per month billed annually.

With the Lite plan, you’ll be able to search 4,000 queries per day, 15,000 keywords per month, track unlimited domains, and audit 150,000 pages. You can also access premium features like missing keywords, access to mobile tracking, and many more.

In the Standard Plan, you can access all the features and reports the same as the Lite plan. The only difference is the number of searches and reports are more in Standard plan as compared to the Lite plan.

The Advanced and Enterprise plan is basically for large SEO agencies. You’ll get phone support in these plans with three mailing reports. Here, you can find in-detail features with a comparison chart of all the plans.

YoYou can also sign up on Serpstat for free, but you’ll only access limited features. Serpstat offers a free sign up so that you can have an overview of the tool before making a buy.


Serpstat is a great tool, but other tools that provide more accurate results than Serpstat. SEMrush and Ahrefs are the two best alternatives for Serpstat.


SEMrush is an SEO tool used by millions of users. SEMrush offers an all-in-one marketing toolkit, including keyword research, site audit, position tracking, backlink audit, traffic insights, content analysis, and much more.


Serpstat’s keyword index (5.7B) is much lower than that of SEMrush (18.8B). From the Keyword Magic Tool to the Topic Research tool, SEMrush allows you to create and build content like no one else.

SEMrush has a much more robust site audit tool than Serpstat. It allows you to check out all of your keywords, competitors’ keywords, and your site’s traffic. Even the backlink index of Serpstat is not as broad as SEMrush.

When it comes to pricing, Serpstat is more affordable as its Lite plan starts from $69 per month, which is $30 cheaper than the Pro plan of SEMrush.

Like Serpstat, SEMrush also allows you to create a free account, although it also gives a 7-day free trial, which makes sure that you’ll be able to use its premium features.


Ahrefs is a comprehensive SEO tool which allows an in-depth analysis of your or competitors’ site with the help of site explorer, keyword explorer, site audit, rank tracker, content explorer, and SEO toolbar.


Serpstat’s site audit tool gives you fair enough information about a site, but Ahrefs gives you a more in-depth analysis. With Ahrefs, you can find issues related to a specific folder such as /blog/, /collections/, and subdomains.

Rank Tracking of Ahrefs is considered one of the best in the marketplace. However, the Serpstat rank tool takes a while to load results when generating significant reports.

Serpstat has the edge over Ahrefs when it comes to pricing. As Ahrefs does not provide a free account, they have a 7-day trial at the price of $7.


Serpstat is a low-priced alternative tool for SEMrush and Ahrefs. The Website and Backlink Analysis features of Serpstat are the most effective ones among all.

Serpstat is worth taking if you are looking to analyze the insights of your competitors’ site. Additionally, it also helps you to improve your SEO and PPC campaign performance.

Did you find the Serpstat review helpful? Do tell the in the comment section below.

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