Ahrefs is excellent and expensive, and most people evaluating alternatives are really asking one of two different questions: can I get most of this for less, or do I only need one part of it?
Those have different answers. If you use Ahrefs daily across backlinks, keywords, rank tracking and audits, the alternatives that genuinely replace it cost broadly similar money. If you use it once a week for keyword research, you are paying for an index you barely touch.
One thing to be clear about before comparing: backlink data is the hardest part to replicate, because it requires running a web crawler at enormous scale. Cheaper tools license or buy their link data or crawl less. Keyword and rank tracking data is far easier to source, which is why the affordable options are competitive there and not on links.
Work Out Which Part You Use
Open Ahrefs and look at what you actually opened last month.
- Site Explorer / backlinks — the hardest to replace cheaply
- Keywords Explorer — well served by cheaper tools
- Rank Tracker — very well served, often better, by specialists
- Site Audit — replaceable free or cheap
- Content Explorer — genuinely distinctive, few equivalents
Most people who feel Ahrefs is expensive are using two of these five.
Full Replacements
Semrush
The direct competitor and the only tool that genuinely covers the same ground. Stronger on paid search data, competitor advertising research and content marketing tooling; broadly comparable on keywords.
Its backlink index is competitive, and which of the two is “better” on links depends on the site and shifts over time.
Choose it if: you want a full replacement, or you do PPC as well as SEO. Note: not meaningfully cheaper. Semrush also meters some features by daily limits and charges per additional user, so price your real team size.
Moz Pro
The longest-established name. Domain Authority remains a widely quoted metric, which has practical value when reporting to clients who recognise it.
Choose it if: you value the ecosystem and DA reporting. Give up: link index depth relative to Ahrefs or Semrush.
Strong Value Options
Mangools (KWFinder)
The one most often recommended for small businesses and solo consultants, and deservedly. Keyword research, SERP analysis, rank tracking, backlinks and site profiling across five linked tools, at a fraction of Ahrefs’ cost.
The interface is genuinely pleasant, which matters if SEO is not your full-time job.
Choose it if: keyword research and rank tracking are what you need. Give up: backlink index depth and content research.
SE Ranking
Broader than Mangools at still-reasonable pricing — rank tracking, audits, keyword research, competitor analysis, and white-label reporting that agencies actually use.
Choose it if: you are an agency needing client reporting without enterprise pricing.
Serpstat
Another all-rounder at a lower price point, covering keywords, backlinks, audits and rank tracking.
Ubersuggest
Cheap, with lifetime pricing options that appeal to people who dislike subscriptions.
Be realistic: data depth and accuracy are noticeably below the tools above. Fine for directional keyword ideas on a small site; not something to build client strategy on.
Specialists Worth Combining
Often the smartest move. Two focused tools frequently beat one expensive generalist.
Google Search Console — free, and underused
Before paying for anything, note that Search Console gives you your own impressions, clicks, average position and query data straight from Google. That is first-party data no paid tool can match for accuracy on your site.
Paid tools estimate. Search Console reports. For understanding your own performance, it is the better source, and a surprising number of businesses pay for rank tracking while never opening it.
Screaming Frog — technical audits
A desktop crawler that is the standard for technical SEO audits, with a free tier covering a limited number of URLs and a modest annual licence beyond that. Replaces the Site Audit portion of Ahrefs comprehensively.
AccuRanker or Nightwatch — rank tracking
Dedicated rank trackers, generally faster and more accurate than the tracking bundled into all-in-one suites.
Keyword Surfer or Ahrefs’ free tools
Several vendors publish free limited versions — Ahrefs itself offers free backlink and keyword checkers, and Semrush allows a small number of free daily queries. For occasional lookups, these may be sufficient.
How They Compare
| Tool | Backlink data | Keywords | Rank tracking | Relative cost |
|---|---|---|---|---|
| Ahrefs | Excellent | Excellent | Good | High |
| Semrush | Very good | Excellent | Good | High |
| Moz Pro | Good | Good | Good | Medium-high |
| Mangools | Basic | Very good | Good | Low |
| SE Ranking | Good | Good | Very good | Low-medium |
| Serpstat | Moderate | Good | Good | Low-medium |
| Ubersuggest | Limited | Moderate | Basic | Very low |
| Search Console | Limited | Your own data | Your own data | Free |
| Screaming Frog | No | No | No | Low |
Pricing across SEO tools changes regularly and most meter usage by lookups, projects, tracked keywords or users. Verify current pricing and limits directly, and check the limits as carefully as the price — running out of lookups mid-month is the usual complaint.
The Combination Most Small Businesses Should Consider
Rather than one expensive suite:
- Google Search Console for your own performance data — free
- Mangools or SE Ranking for keyword research and competitor lookups
- Screaming Frog for technical audits
That covers what most small businesses actually do, at a fraction of Ahrefs’ cost. It does not cover deep backlink analysis — if link building is your primary channel, pay for Ahrefs or Semrush and stop optimising the wrong line item.
Common Mistakes to Avoid
- Paying for rank tracking while ignoring Search Console. Your own data is more accurate and free.
- Switching for price then finding the link data unusable. If backlinks are your workflow, cheaper tools will disappoint. Test on a site you know well.
- Comparing headline prices, not limits. Lookups, projects, tracked keywords and users are all metered. The limit bites before the price does.
- Trusting any tool’s volume estimates as fact. All of them estimate, and they disagree with each other and with Google. Use them for relative comparison, not absolute planning.
- Buying an enterprise suite for a five-page site. Match the tool to the site.
- Treating Domain Authority or Domain Rating as a Google metric. They are vendor-invented scores. Useful for comparison, not something Google uses.
- Cancelling before exporting. Export your tracked keyword history and reports before the subscription ends.
FAQs
What is the best cheap alternative to Ahrefs?
Mangools for keyword research and rank tracking at a low price, or SE Ranking if you need broader coverage and client reporting. Neither matches Ahrefs on backlink depth.
Is Semrush cheaper than Ahrefs?
Not meaningfully. They are direct competitors at similar price points. Choose on which data and features you use, not on price — and check per-user charges if more than one person needs access.
Can I do SEO without paid tools?
To a real extent, yes. Google Search Console gives you accurate first-party performance data, Screaming Frog’s free tier handles small-site audits, and several vendors offer limited free keyword tools. What you lose is competitor and backlink research at scale.
Which has the best backlink data?
Ahrefs and Semrush are the two serious options, and which leads depends on the site and changes over time. This is the hardest capability to replicate cheaply because it requires crawling the web at scale.
Are keyword volume figures accurate?
They are estimates, and different tools produce different numbers for the same keyword. Treat them as relative signals for comparing keywords, not as forecasts. Your own Search Console impression data is the only figure specific to you.
Do I need Ahrefs if I have Search Console?
Search Console tells you how you are performing. Ahrefs tells you what competitors rank for and who links to them. If you never research competitors, Search Console may genuinely be enough.
Key Takeaways
- Identify which Ahrefs modules you actually open — most people use two of five.
- Backlink data is the expensive part; keywords and rank tracking are well served cheaply.
- Search Console is free, first-party and more accurate for your own site than any paid tracker.
- Search Console plus Mangools plus Screaming Frog covers most small business needs for far less.
- Compare metered limits, not headline prices.
Where to Start
Connect Google Search Console if you have not, then check which Ahrefs sections you opened in the last month. If backlinks are not among them, a cheaper combination will do the job.
For related decisions, see our guides to website builders and AI email marketing prompts for the channels SEO work usually feeds.