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An entrepreneur or marketer buying an SEO tool asks what the cheapest paid plan costs per month, whether the tool can be tried for free, whether there is a money-back guarantee, and how many keywords can be tracked with the cheapest plan. These decide 50 points out of 100.
Score shows how the company does on our comparison criteria, on a 0–100 scale. Rankings cannot be bought.
Basic metrics · 78.2
+ Clearly cheaper than large competitors with similar allowances
Basic metrics: 78.2, rank 2 · ▲ 1 place
Basic metrics · 75.5
+ A very comprehensive toolkit from keyword research to competitor and link analysis and content optimisation
Basic metrics: 75.5, rank 3 · ▲ 1 place
Basic metrics · 67.1
+ A link index considered the largest on the market makes backlink analysis very strong
Basic metrics: 67.1, rank 4 · ▲ 1 place
Basic metrics · 65.8
+ Clear and affordable pricing makes it a good choice for sole traders and small teams
Basic metrics: 65.8, rank 5 · ▲ 1 place
– Free trial or tier: The price list page urges you to create a free account but does not say what it includes or whether there is a paid trial. Price list and front page checked.
Basic metrics · 65.5
+ The Domain Authority metric is a widely known and used benchmark figure in the industry
Basic metrics: 65.5, rank 6 · ▲ 1 place
Basic metrics · 79.5
+ As a German EU company, data processing takes place in the EU, which is an advantage for data protection
Basic metrics: 79.5, rank 1 · ▼ 5 places
– Free trial or tier: The page gives two different pieces of information on the trial length (14 and 7 days) and does not say whether a payment card is required. Checked the price list and the trial FAQ.
Weights are fixed. All companies are measured on the same scale. Read the full methodology.
| Buying motive | What is measured | Scale | Weight |
|---|---|---|---|
| Monthly price QUESTIONHow much does the cheapest paid package cost per month? | The price of the cheapest published package with a monthly fee, in the currency shown on the page, before taxes. | 40 or fewer = 100 points, 240 or more = 0, directly proportional in between. | 22 p |
| Free trial or tier QUESTIONCan I try the tool for free before paying? | Whether there is a permanently free tier, a trial without a payment card, or a trial that continues as a paid plan. | Permanent free tier = 100, trial without card = 60, trial that continues as paid = 25, no trial = 0. | 10 p |
| Refund QUESTIONDo I get my money back if the tool doesn't suit? | What the company's own terms say about returning a paid order. | Money-back guarantee for a monthly subscription = 100, guarantee only for an annual subscription = 50, discretionary refund = 30, refund only if the service was not delivered = 10, no refund = 0. | 8 p |
| Tracked keywords QUESTIONHow many keywords can I track with the cheapest paid package? | Number of tracked keywords stated on the page in the cheapest paid package. | 1,000 or more = 100 points, 0 = 0, directly proportional in between. | 10 p |
| Basic metrics | Digital quality, transparency, reachability and AI quality score | Basic metrics × 0.5 | 50 p |
We scored 6 search engine optimisation, i.e. SEO, software tools on 20 metrics: technical quality, transparency, reachability and AI quality. The most important question after search engines' AI answers have taken organic traffic: are the monthly price and package tiers publicly visible, are keyword and project quotas stated by tier, and where is your data located (EU or US)?
Monthly price and package tiers shown publicly without making contact (25), keyword and project quotas stated by package tier (15), free tier or free trial and its limits stated (15), data location (EU or USA) stated (15), contract period and cancellation stated (10), Finnish-language interface or support available (10), owning company stated on the site (10)
Transparency is 30% of the basic metrics, i.e. 15% of the total points · these metrics make up its 100 points · the full formula and the other pillars
How to read the comparison correctly: Half of the points come from buyer's questions, i.e. things the buyer finds out before deciding. The other half measures how openly the company publishes its prices, terms and contact details. Clear differences in points indicate a genuine difference: one tells you the price immediately, another only after logging in. Close scores should not be read as a ranking order, because every measurement has a margin of variation. The measurement accuracy and the full calculation formula are open in the methodology.
Customer experience is brought into the assessment separately. We also collect customer feedback and customer experiences about companies through separate surveys. The survey results will be added to the overall assessment later.
Prices are public, but quotas determine the actual cost. All six tools publish package prices online, so price alone does not distinguish them. What is decisive is how many tracked keywords, projects and auditable pages each tier includes; the cheapest tier can run out with just one client project. We measure whether these quotas are stated clearly by tier.
Data location divides the tools into EU and US camps. US platforms (Semrush, Moz) process data mainly in the United States, whereas the European Sistrix (Germany) and the Slovak Mangools keep their operations in the EU. If you enter your clients' domains and keywords into the tool, data location matters from a data protection point of view.
The free pre-analysis shows every item where your company loses points and which rank fixing it is enough for. The paid analysis shows what the items are and how to fix them.
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