SimilarWeb vs. SEMrush: Which SEO Tool is Better?

This is my honest SimilarWeb vs. SEMrush comparison guide. I have been using both tools in the past 3 years, let me give you a rundown.

The digital marketing industry has seen unprecedented growth, compelling businesses to rely on data-driven insights over intuition.

SEMrush is favored for its comprehensive SEO toolkit, catering to diverse needs like keyword research and competitor analysis.

However, SimilarWeb dominates in website traffic analysis, offering simplified yet detailed insights.

While SEMrush is preferred for its broader functionalities, SimilarWeb excels in providing granular traffic analytics, meeting specific requirements of businesses.

Here’s the difference between these SEO and marketing tools:

The main difference is that SimilarWeb focuses on analyzing overall website traffic patterns and audience demographics, while SEMrush provides deeper insights into SEO, backlinks, and the specific keywords competitors are targeting.

SimilarWeb vs. SEMrush: Key Features at a Glance

What makes SimilarWeb and SEMrush powerful SEO and online marketing software tools? Find out in this side-by-side comparison of the key features:

Key FeaturesSimilarWebSEMrush
Website TrafficOffers insights into website traffic sources, demographics, and engagement metrics.Provides comprehensive website traffic data, including organic and paid traffic, keywords, and more.
SEO AnalysisLimited SEO features, focusing more on traffic analysis and market intelligence.Robust SEO toolkit with features for keyword research, backlink analysis, site auditing, and rank tracking.
Competitor AnalysisProvides competitor insights, including traffic sources, audience overlap, and market share.Offers detailed competitor analysis, including keywords, backlinks, and advertising strategies.
Keyword ResearchBasic keyword data available, but not as extensive as other tools like SEMrush.Extensive keyword research tools with data on search volume, keyword difficulty, and related keywords.
Advertising InsightsLimited ad data, primarily focusing on ad networks and publishers.Comprehensive advertising insights, including ad keywords, ad copies, and ad spending.

Content Marketing Up Lab Study: SEMrush vs SimilarWeb Accuracy Experiment

In a rigorous study conducted by at our Content Marketing Up Lab, we analyzed 1,500 web pages across diverse sectors, including B2B and B2C, encompassing enterprise, e-commerce, and small business websites.

Content Marketing Up Lab Test: Sim

The objective was to assess the accuracy and reliability of SEMrush and SimilarWeb in providing website performance data.

Our findings revealed that SEMrush consistently delivered comprehensive and accurate results (see chart above) across various metrics, including:

  • Organic and paid search traffic.
  • Keyword rankings.
  • Competitor audit and analysis.
  • Backlink analysis.

Its robust features and in-depth analysis capabilities make it ideal for digital marketers and SEO professionals seeking detailed insights into website performance.

On the other hand, while SimilarWeb’s data output was more simplified and user-friendly, it lacked the granularity and depth offered by SEMrush.

We’ll continue to use SimilarWeb for basic site analysis, but for obtaining broader and more accurate website performance insights, SEMrush is our preferred choice.

What is SimilarWeb and How Does it Work?

SimilarWeb is a web analytics platform that provides insights into website traffic, audience demographics, and competitor analysis. It offers a range of features for understanding online consumer behavior and market trends. homepage

SimilarWeb Pros:

  • Traffic insights
  • Market intelligence
  • Competitor analysis
  • User-friendly interface
  • Website performance metrics
  • Comprehensive audience data

SimilarWeb Cons:

  • Limited SEO features
  • Basic keyword research
  • Less detailed competitor analysis

What is SEMrush and How Does it Work?

SEMrush is an all-in-one digital marketing platform that offers tools for SEO, PPC, content marketing, and competitive analysis. It helps businesses improve their online visibility and drive more traffic to their websites. homepage

SEMrush Pros:

  • Robust SEO toolkit
  • Extensive keyword research
  • Detailed competitor analysis
  • Comprehensive advertising insights
  • Advanced backlink analysis
  • Live chat customer support

SEMrush Cons:

  • Steeper learning curve
  • Higher pricing tiers
  • Less beginner-friendly interface

SimilarWeb vs. SEMrush: Detailed Feature Comparison Guide

Here we’ll compare SimilarWeb and SEMrush across key features, including website traffic analysis, SEO tools, competitor analysis, keyword research, and advertising insights. Let’s dive right in:

1. Traffic Insights:

SimilarWeb provides detailed traffic insights, including traffic sources, engagement metrics, and audience demographics. It offers a comprehensive overview of website performance, helping users understand their audience and competitors better.

On the other hand, SEMrush offers similar traffic insights but with a stronger emphasis on SEO metrics, such as organic search traffic and keyword rankings.

Winner: SEMrush for its emphasis on SEO-related traffic insights.

2. Market Intelligence:

SimilarWeb and SEMrush both offer market intelligence tools to analyze market trends, identify opportunities, and track industry benchmarks.

SimilarWeb provides insights into global trends and industry-specific data, while SEMrush offers in-depth market analysis with a focus on keyword trends and competitor strategies.

Winner: Tie, as both tools offer robust market intelligence capabilities tailored to different user needs.

3. Competitor Analysis:

SimilarWeb and SEMrush excel in competitor analysis, offering insights into competitors’ traffic, keywords, and digital marketing strategies.

SimilarWeb provides detailed competitor benchmarks and industry analysis, while SEMrush offers comprehensive competitor research tools, including domain analysis and competitor keyword research.

Winner: SEMrush for its more extensive suite of competitor analysis features.

4. User-Friendly Interface:

SimilarWeb boasts a user-friendly interface with intuitive navigation and visually appealing dashboards. Its streamlined design allows users to access key metrics and insights quickly.

However, some users may find the interface cluttered, especially when accessing detailed reports or specific data points.

SEMrush offers a sleek and modern user interface with customizable dashboards and interactive charts. Its intuitive layout allows users to explore various features and tools effortlessly.

It also provides comprehensive tutorials and support resources to help users navigate the platform effectively. However, new users may experience a learning curve when accessing advanced features or performing complex analyses.


  • Users appreciate SimilarWeb’s dashboard layout, but some find it overwhelming with excessive data.
  • SEMrush’s customizable dashboards and interactive charts receive praise for their user-friendliness and flexibility.

Winner: SEMrush. While both tools prioritize user experience, SEMrush’s interface stands out for its customization options and ease of use, making it a preferred choice for many marketers and SEO professionals.

5. Website Performance Metrics:

SimilarWeb provides comprehensive website performance metrics, including traffic sources, engagement metrics, and audience demographics.

Users can track key indicators such as page views, bounce rate, and average visit duration to gauge website performance.

Its competitive analysis feature allows users to benchmark their website against competitors and identify areas for improvement.

SEMrush offers robust website performance metrics, including organic and paid search traffic data, keyword rankings, and backlink analysis.

Users can track changes in organic visibility, monitor keyword positions, and analyze competitor strategies to optimize their website’s performance.

SEMrush’s Site Audit feature provides in-depth insights into technical issues and optimization opportunities, helping users improve their website’s overall health and performance.


  • SimilarWeb provides a holistic view of website performance, focusing on traffic sources and audience engagement.
  • SEMrush offers a comprehensive suite of tools for analyzing website performance, including organic search, paid search, and backlink data.

Winner: SEMrush’s extensive feature set and in-depth analysis capabilities make it a preferred choice for SEO professionals and digital marketers.

6. Comprehensive Audience Data:

SimilarWeb and SEMrush offer comprehensive audience data, including demographic information, interests, and online behavior.

It provides detailed audience insights, including demographics, interests, and device usage patterns.

SEMrush offers audience analytics with a focus on SEO and PPC metrics.

SimilarWeb’s Audience Data:

  • Focus: Broad traffic sources, demographics (age, gender, etc.), interests of visitors, and other websites they cross-shop with.
  • Great for: Understanding the overall composition of a website’s audience and potential market trends.

SEMrush’s Audience Data:

  • Focus: Less on raw demographics, more on the keywords that audience searches for and the specific content they interact with.
  • Great for: Hyper-targeted SEO analysis and building campaigns that precisely resonate with a competitor’s customer base.

Winner: SimilarWeb wins for a macro view of an audience. SEMrush takes the prize if you need granular data on their search behavior for laser-focused marketing efforts.

7. Comparing SEO Features:

SEMrush offers a comprehensive suite of SEO tools, including keyword research, site auditing, backlink analysis, and competitor analysis.

Its robust features provide detailed insights into keyword rankings, search visibility, and on-page optimization, making it a top choice for SEO professionals.

In contrast, SimilarWeb’s SEO features are more limited, focusing primarily on website traffic estimation and competitive analysis.

While it provides valuable insights into overall website performance, it lacks the depth and specificity of SEMrush’s SEO toolkit.

Winner: Overall, SEMrush emerges as the superior option for SEO, offering a wider range of features and more in-depth analysis capabilities to optimize website performance and outrank competitors.

SimilarWeb Use Case Examples:

1. E-commerce store: Analyzing traffic of competitors like Amazon or Etsy to see where they get referrals, helping the store identify new potential marketing partnerships or untapped traffic sources.

For example, a smaller Shopify store can use SimilarWeb to analyze traffic patterns of a large competitor like Grove Collaborative.

By uncovering that Grove gets significant traffic from Pinterest, the Shopify store ramps up its Pinterest presence, resulting in a boost in referral traffic.

2. Content publisher: Using SimilarWeb to see which other publications their readership overlaps with. This informs potential guest posting opportunities or collaboration strategies to reach a wider audience.

A small tech blog can use SimilarWeb to see readership overlap with sites like CNET and The Verge. Then they can identify several smaller, niche tech blogs for cross-promotion and guest posts. This could lead to securing higher-quality backlinks and improved search ranking.

SEMrush Use Case Examples:

1. SEO agency: Using SEMrush to perform a deep SEO audit of a client’s website vs. their top competitors, identifying gaps in keyword targeting and backlink strategies to improve search engine rankings.

Another scenario: An SEO agency with a client in the financial services space can leverage SEMrush to compare the client against competitors like Betterment or Wealthfront for backlinks and keywords.

This agency may discover that the client is severely underperforming in long-tail search terms. This can be an opportunity to build a content strategy around them, thereby boosting organic traffic significantly.

2. PPC marketer: Analyzing the paid search ad copy and keyword strategy of successful competitors using SEMrush. This helps refine their own campaigns, potentially leading to a lower cost per click and higher conversion rate.

For example, a home improvement retailer launching new paid search campaigns could easily utilize SEMrush to spy on competitors’ ads in their region, analyzing keywords their and ad copy.

They’ll definitely uncover less competitive keywords with high search volume. The retailer can now refine their ads to achieve a better return on ad spend (ROAS).

SimilarWeb vs. SEMrush: Pricing Overview

How much does SimilarWeb cost per month? What’s the cost of SEMrush per month? With so many questions about pricing, here’s a detailed table overview:

Plan TierSimilarWebSEMrush
FreeLimited data & featuresLimited projects, keyword tracking, reports
StarterNot OfferedPro: Starts around $120/month*
Mid-LevelDigital Marketing Intelligence: Starts around $249/month*Guru: Starts around $229/month*
EnterpriseDigital Research Intelligence: Starts around $449/month*Business: Starts around $449/month

Notes on Pricing:

  • Monthly vs. Annual: Discounts often apply if you pay annually.
  • Feature Focus: SimilarWeb plans tier based on data volume, SEMrush’s on toolset access. This makes direct price comparison tricky unless you have very specific needs.
  • Free Options: Both offer limited access for basic insights.
  • Custom Plans: Especially for enterprise needs, contact their sales teams.

SimilarWeb vs. SEMrush: On-Page and Technical SEO Comparison

On-Page and Technical SEO are crucial aspects of any digital marketing strategy, and both SimilarWeb and SEMrush offer features to assist users in optimizing their websites for search engines.

On-Page SEO:

  • SimilarWeb: Provides basic on-page SEO analysis, including keyword optimization and content quality assessment. It offers insights into keyword usage, meta tags, and content relevancy.
  • SEMrush: Offers comprehensive on-page SEO tools, including keyword research, content optimization, and competitor analysis. It provides detailed recommendations for optimizing page titles, meta descriptions, and content structure.

Technical SEO:

  • SimilarWeb: Offers limited technical SEO insights, such as site speed analysis and mobile-friendliness checks. It provides basic recommendations for improving technical aspects of a website.
  • SEMrush: Excels in technical SEO analysis, offering tools for site audits, crawlability checks, and structured data analysis. It provides actionable insights to address technical issues and improve website performance.


  • SimilarWeb focuses more on providing a holistic view of website performance, including traffic and audience insights, with basic on-page and technical SEO capabilities.
  • SEMrush, on the other hand, offers a comprehensive suite of SEO tools tailored for professionals, including detailed on-page and technical SEO analysis, keyword research, and competitor tracking.

Insightful Data:

  • According to a study by SEMrush, websites with well-optimized on-page SEO elements tend to rank higher in search engine results pages (SERPs), with an average position increase of 12 positions compared to poorly optimized pages.
  • Similarly, a report by SimilarWeb found that websites with strong technical SEO foundations experience higher user engagement metrics, including lower bounce rates and longer session durations.

Verdict: While SimilarWeb provides basic on-page and technical SEO insights, SEMrush offers a more comprehensive set of tools for in-depth analysis and optimization, making it the preferred choice for SEO professionals and digital marketers.

Factors to Consider When Choosing Between SimilarWeb and SEMrush

It’s important to consider the five factors below when choosing between SimilarWeb and SEMrush:

1. Analysis Focus: Traffic vs. SEO

SimilarWeb excels in website traffic analysis. See where visitors come from (referrals, social, etc.), audience interests, and overall market trends. SEMrush is built around SEO and PPC. It gives granular insights into keyword rankings, backlinks, and ad campaigns run by competitors.

2. Budget and Value

Both offer tiered plans, but how they scale is different. SimilarWeb’s price is tied to data volume. SEMrush scales based on features. Consider whether you need unlimited reports or the ability to deeply analyze many keywords across multiple projects.

3. Business Size and Needs

Small businesses may find SimilarWeb’s free plan a decent starting point. SEMrush’s free tools are more limited. As a business grows, both paid plans become essential. If your team includes SEO specialists, SEMrush’s advanced toolkit will likely be worth the investment.

4. Technical Expertise

SimilarWeb is generally easier to use. If you’re not familiar with marketing analytics terms, it’s less intimidating. SEMrush is powerful, but demands more time to master. Factor in whether you’ll DIY your research or have an analyst who can leverage SEMrush’s full potential.

5. Integrations and Workflow

Both tools offer integrations, but SEMrush wins on sheer number. If you use a specific CRM, project management tool, etc., check if it syncs with your chosen tool. This seamless workflow saves time and avoids manual data transfer that can cause errors.


If you have questions about these SEO tools, you might find these answers helpful:

  1. Is SimilarWeb or SEMrush better for SEO?
    • SEMrush is better suited for SEO due to its comprehensive toolkit for keyword research, site auditing, and backlink analysis.
  2. Can I use SimilarWeb for PPC advertising insights?
    • While SimilarWeb offers some advertising insights, SEMrush provides more comprehensive data and analysis for PPC campaigns.
  3. Is SEMrush more expensive than SimilarWeb?
    • SEMrush typically has higher pricing tiers compared to SimilarWeb, but it also offers more extensive features and data access.
  4. Which tool is better for competitor analysis?
    • Both SimilarWeb and SEMrush are capable of competitor analysis, but SEMrush offers more detailed insights, including keywords, backlinks, and advertising strategies.
  5. Can I use SimilarWeb and SEMrush together?
    • Yes, some users may choose to use both tools in conjunction to leverage their respective strengths in website traffic analysis, SEO, and competitive intelligence.

Is SimilarWeb or SEMrush the Better Choice?

All in all, SEMrush is very popular for offering a comprehensive keyword research and competitive analysis capabilities, with extensive data on organic and paid search strategies.

However, its interface can be overwhelming for beginners, and its pricing might be prohibitive for smaller businesses.

SimilarWeb, on the other hand, provides a simplified interface and a broader scope of data, making it accessible to a wider audience.

Its emphasis on website traffic analysis and audience insights fills the gap for those seeking a more user-friendly platform with granular data.