- Moz alternatives: quick comparison
- Eight SEO tools that do the Moz jobs
- Choosing a Moz replacement: the checklist
- Authority scores explained: why Moz DA and its rivals disagree
- Questions to ask before you switch from Moz
- Running a small business SEO stack without Moz
- A short checklist for replacing Moz
- Frequently asked questions
Moz alternatives fall into a few types: all-round SEO suites, beginner-friendly keyword tools, desktop crawlers and the free reports from the search engines themselves. Choose by the jobs you do each month, the country you sell in and whether a free plan or trial is available. This page lists eight options in no particular order.
Moz has been part of the SEO world for a long time. Its Domain Authority score became shorthand for how strong a website is, MozBar sits in countless browsers, and Moz Pro still covers keyword research, rank tracking, site audits and link data in one account. So why are people searching for Moz alternatives? The usual reasons are a smaller link index than some rivals, wanting more keyword data for their country, needing a different mix of features, or simply wanting a second opinion on what Moz's numbers say.
This page is for small business owners and marketers deciding what to use for everyday SEO. I compared each platform's features and documentation, and focused on the jobs a small business does: checking who links to you, finding keywords worth targeting, tracking rankings and fixing technical problems. The eight tools below are in no particular order, with one line on each. The guidance after them covers how to choose and why authority scores from different tools never agree.
Moz alternatives: quick comparison
| Tool | Type | Good for | Free plan |
|---|---|---|---|
| Ahrefs | All-round SEO suite | Link research and competitor content analysis | Yes |
| Bing Webmaster Tools | Search engine report | Checking how your site does in Bing | Yes |
| Google Search Console | Search engine report | Seeing what Google reports about your site | Yes |
| Mangools | Beginner-friendly suite | Simple keyword and results research | Yes |
| Screaming Frog SEO Spider | Desktop site crawler | Technical checks across your own pages | Yes |
| SE Ranking | All-round SEO platform | Rank tracking plus audits and link data | Trial only |
| Semrush | All-in-one marketing suite | SEO, content and ads research in one account | Yes |
| Ubersuggest | Beginner keyword tool | Simple reports and keyword ideas | Yes |
Eight SEO tools that do the Moz jobs
The list is alphabetical, not ranked. Some entries are full suites, and some are free reports from the search engines themselves.
Ahrefs
Best for: anyone who wants deep link research and competitor content analysis.
Bing Webmaster Tools
Best for: a second view of your site from Microsoft's search engine.
Google Search Console
Best for: every site owner who wants Google's own data on their pages.
Mangools
Best for: beginners and solo owners who want friendly keyword tools.
Screaming Frog SEO Spider
Best for: technical checks across your own pages, from broken links to titles.
SE Ranking
Best for: small businesses and agencies that want tracking and audits together.
Semrush
Best for: teams that want SEO, content and ad research in one account.
Ubersuggest
Best for: owners new to SEO who want simple reports and ideas.
Choosing a Moz replacement: the checklist
Moz bundles several jobs together, so the first step is working out which of those jobs you do each month. Most small businesses lean on two or three, and they don't all need the same tool.
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- Keyword research. Do you need ideas, volumes for your country, or questions people ask?
- Rank tracking. How many search terms matter to you, and do you need results by city or country?
- Site audits. Do you want a scheduled report, or a crawler you run when you make changes?
- Link data. Do you want to see who links to you and to your competitors, and how fresh is that data?
- Reporting. Will you share reports with a client or a boss, or only read them yourself?
- Free plan or trial. The table shows which tools have a free plan and which offer only a trial, from each tool's own plans page.
- Learning curve. The deepest tools can overwhelm a beginner. Start where you will log in each week.
If you're deciding between the biggest all-round suites, my head-to-head comparison of two leading SEO suites explains how they differ, and the best free SEO tools for small businesses guide shows how far you can get without opening a full account.
Authority scores explained: why Moz DA and its rivals disagree
Moz's Domain Authority, and the equivalent scores from other SEO companies, all try to sum up how strong a site's link profile is. They'll rarely agree, and that's expected. Each company crawls a different slice of the web, counts links differently and uses its own formula.
None of these scores is used by Google. They're estimates made by SEO companies to help you compare sites. That makes them handy for spotting trends on your own site over time, or for a rough comparison with competitors, but a poor reason to panic when one tool's number drops.
- Compare scores from the same tool, never across tools.
- Watch the trend, not a single day's number.
- Look at who links to you and whether they're relevant, not just the score.
- Judge your SEO by clicks and enquiries from Google's own reports, not by an authority metric.
Questions to ask before you switch from Moz
- Can I export my keywords, tracked terms and history from Moz?
- Does the new tool cover the country and language I sell in?
- How often does it refresh rankings and link data?
- Can I try it on my real site before I commit?
- Which reports will I read every month?
- What happens to my data if I cancel?
Running a small business SEO stack without Moz
You don't need a big suite to do good SEO. A simple stack covers most small businesses: the search engines' own free reports for your site's data, a crawler for technical checks, and one research tool for keywords and competitors. Add a deeper suite when you need richer competitor research or you're managing several sites, and keep checking your own search reports first, because they show what the search engines themselves see.
Whatever you choose, set a monthly routine. Check clicks and impressions, look at pages that slipped, review new keyword ideas and fix any technical errors. A tool you check on a schedule beats a better tool you open twice a year.
A short checklist for replacing Moz
- List the Moz jobs you use.
- Export what you can before you cancel.
- Try one replacement on your real site.
- Keep the search engines' free reports as your source of truth.
- Set a monthly review date.
Do you make an SEO tool? Tool makers can ask to be considered for a featured place on this list.
Frequently asked questions
How do I choose a Moz alternative?
List the jobs you really do each month, such as keyword research, rank tracking, site audits and link checks. Then pick a tool that covers those, supports your country, and offers a free plan or trial so you can test it on your own site.
Is there a free alternative to Moz?
The search engines' own webmaster tools give you free data about your own site, and some research tools offer a limited free plan. For deeper competitor research you'll usually need to move to a full plan, so check the current options.
Do all authority scores mean the same thing?
No. Each SEO company crawls a different slice of the web and uses its own formula, so scores differ. Compare numbers within one tool only, and watch the trend over time.
Does Google use Domain Authority?
No. Domain Authority is Moz's own estimate. Google doesn't use it or any third-party authority score when ranking pages.
Do I need an SEO suite for a small business website?
Not always. Many small businesses do well with the search engines' free reports and a free crawler. A suite helps when you need competitor research or rank tracking across many keywords.
