Side-by-side comparison · SEO & Analytics
Ahrefs vs Semrush vs Microsoft Clarity
Everything that matters when choosing between them, in one place: our rating, what each can do, what they cost, and the trade-offs.
Comparing 3 tools, the maximum.
At a glance
Ahrefs
4.4Pick it if: Marketers and business owners who want to see what competitors rank for and find keywords worth chasing.
Semrush
3.9Pick it if: Agencies and marketers who do both search ads and SEO and want one subscription for both.
Microsoft Clarity
4.3Pick it if: Store owners and marketers who want to know why visitors aren't converting, without paying for it.
Ahrefs scores highest overall, but Microsoft Clarity gives you more for your money. Which one is right comes down to what you value most.
Overview
| Attribute | Ahrefs | Semrush | Microsoft Clarity |
|---|---|---|---|
| In one line | Keyword research, backlink checks and site audits, all in one toolkit. | Keyword, competitor and ad research with a bigger toolbox and a bigger bill. | Free heatmaps and session replays that show where visitors get stuck. |
| Pricing model | Freemium | Freemium | Free |
| Starting price | $29/mo | $139/mo | Free |
| Free plan | Yes | Yes | Yes |
| Works with Claude Code | Yes | Yes | Yes |
Rating breakdown
Our scores out of 5. The higher bar in each row is highlighted.
| Attribute | Ahrefs | Semrush | Microsoft Clarity |
|---|---|---|---|
| Overall rating | 4.4Winner | 3.9 | 4.3 |
| Ease of useHow quickly someone non-technical gets value from it. | 4.5 | 3.5 | 4.5 |
| FeaturesHow much it can do, and how well the pieces fit together. | 5.0 | 5.0 | 4.0 |
| Output qualityHow good the results are before you fix them. | 4.5 | 4.0 | 4.0 |
| Value for moneyWhat you get for the price, including the free plan. | 3.5 | 3.0 | 5.0 |
| Speed & reliabilityHow fast it is and how often it falls over. | 4.5 | 4.0 | 4.0 |
Feature comparison
A tick means it does this today. A dash means we haven't checked.
| Attribute | Ahrefs | Semrush | Microsoft Clarity |
|---|---|---|---|
| Access & platform | |||
| Free plan | Yes | Yes | Yes |
| Mobile app | No | Yes | – |
| Desktop app | No | No | No |
| Browser extension | Yes | Yes | No |
| API access | Yes | Yes | Yes |
| Teams & business | |||
| Team workspace | Yes | Yes | Yes |
| Enterprise plan or SSO | Yes | Yes | No |
| Connects to other apps | Yes | Yes | Yes |
| Open source or self-hosted | No | No | No |
| AI abilities | |||
| Works with your files | Yes | Yes | No |
| Understands images | No | No | No |
| Makes images | No | No | No |
| Makes video | No | No | No |
| Writes code | No | No | No |
| Runs agents or automations | No | No | – |
| Learns your brand or style | No | – | No |
| Works in many languages | Yes | Yes | Yes |
| Capabilities score | 8/ 17 | 9/ 17 | 5/ 17 |
Pricing
Plans as listed on each vendor's site when we last checked. Confirm before you buy.
| Attribute | Ahrefs | Semrush | Microsoft Clarity |
|---|---|---|---|
| Plans | Ahrefs Free Free Checking the health and backlinks of a site you own. | Free Free A quick look before you commit. | FreeOur pick Free Every website and online store. |
Starter $29/mo Occasional keyword research on a tight budget. | SEO $139/mo, or $117.33/mo billed yearly A business that wants classic SEO research without the AI extras. | ||
LiteOur pick $129/mo A business doing its own SEO seriously. | StarterOur pick $199/mo, or $165.17/mo billed yearly Marketers who want SEO plus AI visibility and the Claude connection. | ||
Standard $249/mo Freelancers and small agencies. | Pro+ $299/mo, or $248.17/mo billed yearly Agencies managing several clients. | ||
Advanced $449/mo Agencies and in-house teams with many sites. | Advanced Custom Large teams and enterprise accounts. | ||
Enterprise $1,499/mo billed yearly Large companies that need SSO and unlimited data. | |||
| Which plan to pick | Start on Ahrefs Free to audit your own site. If you want to research competitors and keywords every week, go straight to Lite; the Starter plan's credits run out too quickly to be useful for more than the odd lookup. Each plan includes one user, and extra seats cost $40 to $80 a month. | The free account is only good for a look around. If you want the Claude connection and AI visibility tracking, Starter is the one; the SEO plan is cheaper but leaves both out. Budget for extra users too, which start at $45 a month each. | There's one plan and it's free. Microsoft says it's free forever with no traffic limits. Install the tag through Shopify, WordPress or Google Tag Manager and it starts recording within minutes. |
Key features
| Attribute | Ahrefs | Semrush | Microsoft Clarity |
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Pros and cons
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Who each one is for
| Attribute | Ahrefs | Semrush | Microsoft Clarity |
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How we compare
Ratings are our own, from using each tool, across ease of use, features, output quality, value for money, speed & reliability. The "Visit" buttons may use affiliate links, which never affect a score.
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