There isn't one Ahrefs alternative that copies everything. Pick by the feature you'd miss most: Majestic, Moz or Semrush for backlink data, Mangools KWFinder or Ubersuggest for keyword research, SE Ranking, AccuRanker or Wincher for rank tracking, and Screaming Frog or Sitebulb for site audits. The free route is Ahrefs Webmaster Tools, Google Search Console and Bing Webmaster Tools.
Ask yourself a simple question before you cancel anything: what do you open Ahrefs for? Most people use two or three of its tools week to week, not all of them. If you know which ones, you can replace just those and stop paying for the rest.
That's how I'd approach it. Below, I've grouped the options by the Ahrefs feature you'd miss most. I haven't tried to rank them against each other, because a backlink checker and a rank tracker aren't competing for the same job. Check each provider's current plans, since limits on projects, keywords and reports change.
If you'd miss the backlink data
Backlink research is what Ahrefs is best known for. Replacing it means picking a tool with its own link index, and no two indexes are the same, so you'll see different numbers in different tools. That's normal. Use them to compare trends and spot opportunities, not to settle arguments about exact totals.
Majestic
Majestic is a specialist in links. It's known for its own metrics, Trust Flow and Citation Flow, and for deep link reports. It suits link builders and anyone who only needs backlink data. The limit is that it's not a full SEO suite, so you'll need other tools for keywords and audits.
Moz
Moz is the home of Domain Authority and offers Link Explorer plus keyword and site tools. It suits beginners who want a friendly introduction and a familiar metric. The limit is that many people find its link data lighter than the biggest link indexes, so cross-check anything important.
Semrush
Semrush is a large all-in-one platform that includes backlink analysis alongside keyword, audit and tracking tools. It suits agencies and teams that want one login for many jobs. The limit is that it's a lot of software, which can feel like too much if you only need links.
If links are the reason you're shopping, my guides on how to look at a competitor's backlink profile and how to see how many backlinks a website has show what to look for in any of these tools.
If you'd miss keyword research
Mangools KWFinder
KWFinder is part of the Mangools set of tools. It's known for a clean, easy layout and a focus on finding keywords that are realistic to rank for. It suits bloggers, local businesses and freelancers. The limit is that it's lighter on the heavy competitive data that large agencies want.
Ubersuggest
Ubersuggest comes from Neil Patel and covers keyword ideas, simple site audits and some backlink data. It suits small business owners who want an approachable tool. The limit is that its data is shallower than the big platforms, so use it for ideas, then check the search results yourself.
Semrush again
Semrush also does keyword research very well, so if you've already picked it for links, you may not need another keyword tool at all.
If you'd miss rank tracking
Rank tracking is simple in principle. You list the keywords you care about, and the tool checks your position over time. A dedicated tracker is often simpler and more focused than a big suite.
- SE Ranking. A well-rounded tool with tracking, audits and keyword features. It suits small agencies and in-house marketers. The limit is that you'll still want to check how its extras compare with what you already use.
- AccuRanker. Known for fast, flexible rank tracking. It suits agencies tracking many keywords for many clients. The limit is that it's a specialist, so it won't replace your keyword or link tools.
- Wincher. A simpler tracker aimed at smaller teams. It suits owners who want a clear view of positions without extra clutter. The limit is that it's narrower than a suite.
To set up tracking that's useful rather than noisy, read my guide to monitoring keyword positions with a rank tracker.
If you'd miss the site audit
Site audits find broken links, missing titles, slow pages and crawl problems. Two tools stand out for this job.
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Screaming Frog is a desktop crawler that scans your site and lists every issue it finds. It has a free version with a crawl limit, which is often enough for a small site. The limit is that it runs on your computer and takes some learning to read the reports.
Sitebulb is also a desktop crawler, but it focuses on explaining issues and prioritising fixes in plain language. It suits people who want guidance as well as data. The limit is that, like Screaming Frog, it needs installing and isn't a cloud dashboard.
The free route
You may not need to pay for anything yet. Three free options cover a surprising amount.
- Ahrefs Webmaster Tools. Free for sites you can verify as yours. It gives you backlink data and site audit reports for your own site. The limit is that it won't research competitors' sites.
- Google Search Console. Shows the queries people used to find you, your clicks and your indexing problems. It's the most reliable picture of how Google sees your own site.
- Bing Webmaster Tools. Similar reports for Bing, plus extra checks that are handy to compare.
One tool or three?
My honest view is that most small sites don't need an all-in-one platform on day one. Start with the free tools, add one paid tool for the job you do most, and only widen the set when you hit a limit.
A solo blogger who writes weekly might do well with Search Console plus KWFinder. A local business owner could choose Search Console plus a rank tracker. An agency tracking many clients will probably prefer one suite for consistency. The right answer is the smallest set you'll open every week.
Ahrefs alternatives by job
| If you'd miss | Try | Main strength | Main limit |
|---|---|---|---|
| Backlink data | Majestic | Deep link reports | Links only |
| Backlink data | Moz | Familiar metrics, friendly | Lighter link data |
| Backlinks and more | Semrush | All-in-one platform | Can feel like a lot |
| Keyword research | Mangools KWFinder | Clean, easy to use | Less heavy data |
| Keyword ideas | Ubersuggest | Approachable for owners | Shallower data |
| Rank tracking | SE Ranking | Well-rounded | Check the extras you need |
| Rank tracking | AccuRanker or Wincher | Focused tracking | Won't replace other tools |
| Site audits | Screaming Frog or Sitebulb | Detailed crawls | Desktop installs |
| Free basics | Webmaster Tools and Search Console | No cost to start | Your own site only |
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Frequently asked questions
What is the best free alternative to Ahrefs?
There isn't a free copy of the whole thing. Ahrefs Webmaster Tools, Google Search Console and Bing Webmaster Tools are free and give you solid data about your own site.
Is Semrush better than Ahrefs?
They're different tools with different strengths, and which is better depends on the job. Semrush is a broad all-in-one platform. Compare both on the tasks you do most before choosing.
Which tool is best for backlinks if I don't use Ahrefs?
Majestic is the specialist for link data, Moz is a friendly starting point, and Semrush offers links inside a bigger platform. Because each has its own index, expect different numbers.
Can I track keyword rankings without a big SEO suite?
Yes. SE Ranking, AccuRanker and Wincher are focused on rank tracking, and Google Search Console shows average positions for your own site.
Do I need a paid SEO tool at all?
Not always. Many small sites do fine with the free webmaster tools and add one paid tool when they reach a limit they can name.
