What Are SEO / SEM Tools?
Mix (18 tools)
- License: 5 open source · 13 proprietary
- Hosting: 3 self-hosted · 12 SaaS · 3 both
Search Engine Optimisation (SEO) tools help websites improve their visibility in organic (unpaid) search engine results. They analyze how search engines crawl, index, and rank web pages, then provide actionable recommendations to improve rankings for target keywords. SEO tools cover technical auditing (site speed, crawlability, structured data), content optimisation (keyword density, readability, topic coverage), and off-page analysis (backlink profiles, domain authority, referring domains).
Search Engine Marketing (SEM) tools extend into paid search – managing pay-per-click (PPC) campaigns on Google Ads, Bing Ads, and other platforms. SEM tools help plan keyword bids, analyze competitor ad spend, track ad performance, and optimise cost-per-click (CPC) and return-on-ad-spend (ROAS). Many platforms combine both SEO and SEM capabilities in a single product.
Modern SEO/SEM platforms range from focused point tools (rank trackers, site crawlers, backlink analyzers) to all-in-one suites that cover keyword research, rank tracking, site auditing, content optimisation, competitor analysis, and PPC campaign intelligence. The landscape includes open-source self-hosted tools, commercial SaaS platforms, and free tools provided by search engines themselves (Google Search Console).
About this data & disclaimer
The information on these pages was researched by a combination of human review and large language models. This catalogue serves as a reference for the resources, applications, devices, deployment payloads, and other components that the ResorsIT platform integrates, deploys, and manages. To suggest an addition or correction, please contact us. Prepared by Rhodium Systems Inc., author of the ResorsIT platform — a unified IT operations management platform for IT teams and MSPs that integrates a curated suite of open-source, commercial, and SaaS applications into a single system with shared identity, single sign-on, access control, and a common audit trail. This information is compiled on a best-effort basis: it may be incomplete, contain errors, and become out of date as tools, vendors, licences, and features change. Use this catalogue only as a starting point for your own research, and independently verify and review any tool carefully against your own requirements before relying on it.
Comparison
SSO / OIDC (Authentik)
OIDC is the preferred SSO protocol.
| Tool | Admin OIDC | Admin SAML | User SSO | Notes |
|---|---|---|---|---|
| SerpBear | No | No | No | No SSO; local auth only |
| Matomo | No* | No | No | No native OIDC; LoginOidc plugin available; no SAML |
| PostHog | No | Yes | Yes | SAML 2.0 SSO + SCIM 2.0; no native OIDC |
| Umami | No | No | No | No native SSO; reverse-proxy (Authentik) only |
| Ahrefs | No | No | No | No SSO; email/password auth only |
| SEMrush | No | No | No | No SSO; email/password + Google login |
| Moz Pro | No | No | No | No SSO; email/password auth only |
| Ubersuggest | No | No | Yes* | Google login only; no generic OIDC or SAML |
| SE Ranking | No | No | No | No SSO; email/password auth only |
| Serpstat | No | No | No | No SSO; email/password auth only |
| Screaming Frog | N/A | N/A | N/A | Desktop app; no web auth |
| Sitebulb | N/A | N/A | N/A | Desktop app; no web auth |
| Google Search Console | Yes | No | Yes | Google OIDC native; Authentik can federate to Google |
| Surfer SEO | No | No | No | No SSO; email/password auth only |
| Clearscope | No | No | No | No SSO; email/password auth only |
| Mangools | No | No | No | No SSO; email/password auth only |
| SpyFu | No | No | No | No SSO; email/password auth only |
* = requires plugin, extension, or platform-level SSO
Best SSO support: Google Search Console (native Google OIDC)
No SSO: SerpBear, Ahrefs, SEMrush, Moz Pro, SE Ranking, Serpstat, Surfer SEO, Clearscope, Mangools, SpyFu
Desktop apps (N/A): Screaming Frog, Sitebulb
Deployment Model
| Tool | License | Self-Hosted | Language | Database | Docker | Min RAM |
|---|---|---|---|---|---|---|
| SerpBear | MIT | Yes | TypeScript (Next.js) | SQLite | Yes | 256 MB |
| Matomo | GPL-3.0 | Yes | PHP | MySQL/MariaDB | Yes | 512 MB |
| PostHog | MIT | Yes | Python (Django) | ClickHouse/PostgreSQL | Yes | 8 GB |
| Umami | MIT | Yes | Node.js (Next.js) | PostgreSQL/MySQL | Yes | Unknown |
| Ahrefs | Proprietary | No (SaaS only) | – | – | – | – |
| SEMrush | Proprietary | No (SaaS only) | – | – | – | – |
| Moz Pro | Proprietary | No (SaaS only) | – | – | – | – |
| Ubersuggest | Proprietary | No (SaaS only) | – | – | – | – |
| SE Ranking | Proprietary | No (SaaS only) | – | – | – | – |
| Serpstat | Proprietary | No (SaaS only) | – | – | – | – |
| Screaming Frog | Proprietary | Desktop app | Java | Local (SQLite) | No | 2 GB |
| Sitebulb | Proprietary | Desktop app | .NET | Local | No | 4 GB |
| Google Search Console | Proprietary | No (SaaS only) | – | – | – | – |
| Surfer SEO | Proprietary | No (SaaS only) | – | – | – | – |
| Clearscope | Proprietary | No (SaaS only) | – | – | – | – |
| Mangools | Proprietary | No (SaaS only) | – | – | – | – |
| SpyFu | Proprietary | No (SaaS only) | – | – | – | – |
Self-hosted options: SerpBear (MIT, 256 MB), Matomo (GPL-3.0, 512 MB)
Desktop apps: Screaming Frog (Java, 2 GB), Sitebulb (.NET, 4 GB)
Core SEO Features
| Tool | Keyword Research | Rank Tracking | Backlink Analysis | Site Audit |
|---|---|---|---|---|
| SerpBear | No | Yes (core feature) | No | No |
| Matomo | Yes (search keywords) | Yes (via SEO plugin) | No | No |
| PostHog | No | No | No | No |
| Umami | No | No | No | No |
| Ahrefs | Yes (Keywords Explorer) | Yes (Rank Tracker) | Yes (industry-leading index) | Yes (Site Audit) |
| SEMrush | Yes (Keyword Magic Tool) | Yes (Position Tracking) | Yes (Backlink Analytics) | Yes (Site Audit) |
| Moz Pro | Yes (Keyword Explorer) | Yes (Rank Tracking) | Yes (Link Explorer) | Yes (Site Crawl) |
| Ubersuggest | Yes (Keyword Suggestions) | Yes (Rank Tracking) | Yes (Backlink Analyzer) | Yes (Site Audit) |
| SE Ranking | Yes (Keyword Research) | Yes (Rank Tracker) | Yes (Backlink Checker) | Yes (Website Audit) |
| Serpstat | Yes (Keyword Research) | Yes (Rank Tracker) | Yes (Backlink Analysis) | Yes (Site Audit) |
| Screaming Frog | No | No | No | Yes (crawler-based) |
| Sitebulb | No | No | No | Yes (crawler-based) |
| Google Search Console | Yes (Search Analytics) | Yes (Performance reports) | Yes (Links report) | Yes (Coverage + Core Web Vitals) |
| Surfer SEO | Yes (Keyword Research) | No | No | Yes (Audit tool) |
| Clearscope | Yes (content-driven) | No | No | No |
| Mangools | Yes (KWFinder) | Yes (SERPWatcher) | Yes (LinkMiner) | Yes (SiteProfiler) |
| SpyFu | Yes (Keyword Research) | Yes (Rank Tracking) | Yes (Backlink Builder) | No |
Full-suite tools: Ahrefs, SEMrush, Moz Pro, SE Ranking, Serpstat (all four core features)
Rank tracking only: SerpBear (lightweight self-hosted tracker)
Audit-focused: Screaming Frog, Sitebulb (desktop crawlers)
Content & On-Page SEO
| Tool | Content Optimisation | On-Page Analysis | SERP Preview | Competitor Content |
|---|---|---|---|---|
| SerpBear | No | No | No | No |
| Matomo | No | No | No | No |
| PostHog | No | No | No | No |
| Umami | No | No | No | No |
| Ahrefs | Yes (Content Explorer) | Yes (Site Audit) | Yes | Yes (Content Gap) |
| SEMrush | Yes (SEO Writing Assistant) | Yes (On-Page SEO Checker) | Yes | Yes (Topic Research) |
| Moz Pro | Yes (On-Page Grader) | Yes (Page Optimisation) | Yes | Yes (competitive analysis) |
| Ubersuggest | Yes (Content Ideas) | Yes (SEO Analyzer) | No | Yes (Content Ideas) |
| SE Ranking | Yes (Content Marketing) | Yes (On-Page Checker) | Yes | Yes (Competitive Research) |
| Serpstat | Yes (Content Marketing) | Yes (On-Page Audit) | Yes | Yes (Competitor Research) |
| Screaming Frog | No | Yes (meta tags, headings) | Yes (SERP snippet) | No |
| Sitebulb | No | Yes (on-page hints) | Yes | No |
| Google Search Console | No | No | Yes (Search Appearance) | No |
| Surfer SEO | Yes (Content Editor – core) | Yes (SERP Analyzer) | Yes | Yes (SERP-based analysis) |
| Clearscope | Yes (Content Grading – core) | Yes (term frequency) | No | Yes (top-ranking analysis) |
| Mangools | No | Yes (SiteProfiler) | Yes (SERPChecker) | Yes (SERP analysis) |
| SpyFu | No | No | No | Yes (competitor keywords) |
Content-first tools: Surfer SEO, Clearscope (content optimisation is the primary feature)
Full on-page suites: SEMrush, Ahrefs, SE Ranking, Serpstat
Technical SEO
| Tool | Crawler | JS Render | Structured Data | Core Web Vitals |
|---|---|---|---|---|
| SerpBear | No | No | No | No |
| Matomo | No | No | No | No |
| PostHog | No | No | No | No |
| Umami | No | No | No | No |
| Ahrefs | Yes (Site Audit bot) | Yes | Yes (validation) | Yes (via audit) |
| SEMrush | Yes (Site Audit bot) | Yes | Yes (validation) | Yes (via audit) |
| Moz Pro | Yes (Rogerbot) | Limited | Yes (validation) | No |
| Ubersuggest | Yes (basic) | No | No | Yes (via audit) |
| SE Ranking | Yes (Website Audit) | Yes | Yes (validation) | Yes (via audit) |
| Serpstat | Yes (Site Audit) | Limited | Yes (validation) | Yes (via audit) |
| Screaming Frog | Yes (primary feature) | Yes (Chrome/Chromium) | Yes (extraction + validation) | Yes (via Lighthouse/CrUX) |
| Sitebulb | Yes (primary feature) | Yes (Chrome) | Yes (extraction + validation) | Yes (via Lighthouse) |
| Google Search Console | Yes (Googlebot) | Yes (Google rendering) | Yes (Rich Results reports) | Yes (Core Web Vitals report) |
| Surfer SEO | Yes (basic page analysis) | No | Yes (limited) | No |
| Clearscope | No | No | No | No |
| Mangools | No | No | No | No |
| SpyFu | No | No | No | No |
Best technical SEO: Screaming Frog, Sitebulb (deep desktop crawlers with JS rendering), Google Search Console (Googlebot perspective)
Full-suite technical: Ahrefs, SEMrush, SE Ranking (cloud-based crawlers with JS render)
API Capabilities
| Tool | API Type | Auth | Rate Limits | Webhooks |
|---|---|---|---|---|
| SerpBear | REST | API key | No formal limits | No |
| Matomo | REST (Reporting + Tracking) | Token auth | Configurable | No |
| PostHog | REST | API key | No formal limits | Yes |
| Umami | REST | API key | No formal limits | No |
| Ahrefs | REST v3 | Bearer token | Plan-based (rows/month) | No |
| SEMrush | REST | API key | Plan-based (units/month) | No |
| Moz Pro | REST (Moz Links API) | API key + secret | Plan-based (rows/month) | No |
| Ubersuggest | No public API | – | – | No |
| SE Ranking | REST | API key | Plan-based | No |
| Serpstat | REST | API token | Plan-based (credits) | No |
| Screaming Frog | CLI (command-line) | N/A | N/A (local) | No |
| Sitebulb | No API | – | – | No |
| Google Search Console | REST (Search Console API) | OAuth2 | 1,200 req/min | No |
| Surfer SEO | No public API | – | – | No |
| Clearscope | No public API | – | – | No |
| Mangools | No public API | – | – | No |
| SpyFu | REST | API key | Plan-based | No |
Best API access: Google Search Console (OAuth2, well-documented), Ahrefs (comprehensive REST v3), SEMrush (extensive endpoint coverage)
No API: Ubersuggest, Sitebulb, Surfer SEO, Clearscope, Mangools
Monitoring Integration
The monitoring stack (Telegraf + InfluxDB + Grafana + AlertManager) is used for monitoring.
| Tool | Telegraf | Fluent Bit | Grafana | Prometheus |
|---|---|---|---|---|
| SerpBear | No native; API scraping possible | Docker log driver | Custom dashboard via API | No |
| Matomo | No native; Reporting API metrics possible | Docker / PHP-FPM logs | Custom dashboard via API | Plugin available |
| PostHog | ClickHouse/PostgreSQL/Redis/Kafka inputs | Container logs (Docker driver / tail) | ClickHouse + infra dashboards | Component metrics endpoints |
| Umami | PostgreSQL/MySQL + procstat inputs | Container logs (Docker driver / tail) | DB + Node.js dashboards | No |
| Ahrefs | No (SaaS) | No (SaaS) | API data import possible | No |
| SEMrush | No (SaaS) | No (SaaS) | API data import possible | No |
| Moz Pro | No (SaaS) | No (SaaS) | API data import possible | No |
| Ubersuggest | No (SaaS) | No (SaaS) | No (no API) | No |
| SE Ranking | No (SaaS) | No (SaaS) | API data import possible | No |
| Serpstat | No (SaaS) | No (SaaS) | API data import possible | No |
| Screaming Frog | No (desktop) | No (desktop) | No | No |
| Sitebulb | No (desktop) | No (desktop) | No | No |
| Google Search Console | No (SaaS) | No (SaaS) | Plugin available (GSC data source) | No |
| Surfer SEO | No (SaaS) | No (SaaS) | No (no API) | No |
| Clearscope | No (SaaS) | No (SaaS) | No (no API) | No |
| Mangools | No (SaaS) | No (SaaS) | No (no API) | No |
| SpyFu | No (SaaS) | No (SaaS) | API data import possible | No |
Self-hosted monitoring: Matomo (PHP-FPM + MySQL metrics via Telegraf; application logs via Fluent Bit), SerpBear (Docker container metrics; Node.js logs via Fluent Bit)
SaaS integration: Use API-based data pulls into InfluxDB/Grafana for rank tracking and traffic dashboards where APIs are available.
Pricing – Self-Hosted
| Tool | Free Tier | Paid Plans | Notes |
|---|---|---|---|
| SerpBear | Yes (MIT, unlimited) | N/A | Fully free; self-hosted only |
| Matomo | Yes (GPL-3.0, full features) | Cloud from EUR 23/mo | Self-hosted is free; cloud is paid |
| PostHog | Yes (MIT, full features) | Cloud usage-based (1M events/mo free) | Self-hosted is free; cloud is usage-based |
| Umami | Yes (MIT, full features) | Umami Cloud from $9/mo | Self-hosted is free; cloud is paid |
Pricing – SaaS
| Tool | Free Tier | Entry Price | Mid-Tier | Enterprise |
|---|---|---|---|---|
| Ahrefs | Free webmaster tools (limited) | $129/mo (Lite) | $249/mo (Standard) | $1,499/mo (Enterprise) |
| SEMrush | Limited free (10 queries/day) | $139.95/mo (Pro) | $249.95/mo (Guru) | $499.95/mo (Business) |
| Moz Pro | Limited free tools | $49/mo (Starter) | $179/mo (Standard) | $599/mo (Premium) |
| Ubersuggest | Limited free (3 searches/day) | $29/mo (Individual) | $49/mo (Business) | $99/mo (Enterprise) |
| SE Ranking | 14-day free trial | $65/mo (Essential) | $119/mo (Pro) | $259/mo (Business) |
| Serpstat | Free plan (limited) | $69/mo (Individual) | $149/mo (Team) | $479/mo (Enterprise) |
| Screaming Frog | Free (500 URL limit) | GBP 259/yr (license) | – | – |
| Sitebulb | 14-day free trial | $13.50/mo (Lite) | $35/mo (Pro) | – |
| Google Search Console | Yes (free, unlimited) | N/A | N/A | N/A |
| Surfer SEO | No free tier | $99/mo (Essential) | $219/mo (Scale) | Custom |
| Clearscope | No free tier | $189/mo (Essentials) | Custom (Business) | Custom (Enterprise) |
| Mangools | 10-day free trial | $29.90/mo (Mangools Basic) | $44.90/mo (Premium) | $89.90/mo (Agency) |
| SpyFu | Limited free results | $39/mo (Basic) | $79/mo (Professional) | Custom |
Free options: Google Search Console (full free), SerpBear (self-hosted, MIT), Matomo (self-hosted, GPL-3.0)
Best value SaaS: Mangools ($29.90/mo entry), Ubersuggest ($29/mo entry), SpyFu ($39/mo entry)
Tools
18 tools.
Ahrefs
Ahrefs is one of the most widely used commercial SEO toolsets, renowned for maintaining the largest backlink index in the industry.
License: Proprietary (proprietary) · Kind: web · Deploy: saas · SSO: none
ResorsIT usage: Web App without SSO
Access & Identity: Vaulted credential
Clearscope
Clearscope is a premium AI-powered content optimisation platform designed for enterprise content teams and agencies.
License: Proprietary (proprietary) · Kind: web · Deploy: saas · SSO: none
ResorsIT usage: Web App without SSO
Access & Identity: Vaulted credential
Google Search Console
Google Search Console (GSC) is Google’s official webmaster tool for monitoring and troubleshooting a website’s presence in Google Search results.
License: Proprietary (proprietary) · Kind: web · Deploy: saas · SSO: none
ResorsIT usage: Web App without SSO
Access & Identity: Vaulted credential
Mangools
Mangools is an SEO toolset designed for accessibility and ease of use, making it popular among SEO beginners freelancers, and small businesses.
License: Proprietary (proprietary) · Kind: web · Deploy: saas · SSO: none
ResorsIT usage: Web App without SSO
Access & Identity: Vaulted credential
Matomo
Matomo (formerly Piwik) is a comprehensive open-source web analytics platform that provides an ethical alternative to Google Analytics.
License: GPL-3.0-only (OSS) · Kind: web · Deploy: direct, docker, saas · SSO: none
ResorsIT usage: Web App without SSO
Access & Identity: Forward-auth · Vaulted credential
Moz Pro
Moz Pro is one of the pioneering SEO platforms, known for creating the Domain Authority (DA) metric that has become an industry-standard benchmark for website authority.
License: Proprietary (proprietary) · Kind: web · Deploy: saas · SSO: none
ResorsIT usage: Web App without SSO
Access & Identity: Vaulted credential
Plausible Analytics
Plausible Analytics is a privacy-focused, open-source web analytics platform positioned as the leading alternative to Google Analytics for organisations that prioritise data privacy and regulatory compliance.
License: AGPL-3.0-only (OSS) · Kind: web · Deploy: direct, docker, saas · SSO: none
ResorsIT usage: Web App without SSO
Access & Identity: Forward-auth · Vaulted credential
PostHog
PostHog is an open-source product analytics platform that combines web analytics, session recording, feature flags, A/B testing, and surveys into a single self-hostable application.
License: MIT (OSS) · Kind: web · Deploy: direct, docker, k8s · SSO: OIDC, SAML
ResorsIT usage: Web App without SSO
Access & Identity: Single sign-on · Provisioned account
Screaming Frog SEO Spider
Screaming Frog SEO Spider is a desktop-based website crawler widely considered the industry standard for technical SEO auditing.
License: Proprietary (proprietary) · Kind: web · Deploy: saas · SSO: none
ResorsIT usage: Web App without SSO
Access & Identity: Vaulted credential
SE Ranking
SE Ranking is a cloud-based SEO platform that provides comprehensive rank tracking, site audit, competitor research, and backlink monitoring.
License: Proprietary (proprietary) · Kind: web · Deploy: saas · SSO: none
ResorsIT usage: Web App without SSO
Access & Identity: Vaulted credential
SEMrush
SEMrush is an all-in-one digital marketing platform that covers SEO, paid search (SEM), content marketing, social media management, and competitive intelligence.
License: Proprietary (proprietary) · Kind: web · Deploy: saas · SSO: none
ResorsIT usage: Web App without SSO
Access & Identity: Vaulted credential
SerpBear
SerpBear is an open-source, self-hosted search engine position tracking application. It allows users to monitor their website keyword rankings on Google and receive notifications when positions change.
License: MIT (OSS) · Kind: web · Deploy: direct, docker · SSO: none
ResorsIT usage: Web App without SSO
Access & Identity: Forward-auth · Vaulted credential
Serpstat
Serpstat is an SEO and PPC analysis platform originating from Eastern Europe (Ukraine). It provides a comprehensive suite of tools for keyword research, competitor analysis, site audit, backlink analysis, and rank tracking.
License: Proprietary (proprietary) · Kind: web · Deploy: saas · SSO: none
ResorsIT usage: Web App without SSO
Access & Identity: Vaulted credential
Sitebulb
Sitebulb is a desktop website crawler designed for technical SEO auditing with a focus on visual reporting and actionable insights.
License: Proprietary (proprietary) · Kind: web · Deploy: saas, docker · SSO: none
ResorsIT usage: Web App without SSO
Access & Identity: Forward-auth · Vaulted credential
SpyFu
SpyFu is an SEO and PPC competitive intelligence platform specialising in competitor keyword research and paid search analysis.
License: Proprietary (proprietary) · Kind: web · Deploy: saas · SSO: none
ResorsIT usage: Web App without SSO
Access & Identity: Vaulted credential
Surfer SEO
Surfer SEO is a data-driven content optimisation platform that analyses top-ranking pages for a given keyword and provides actionable recommendations for creating or improving content to compete in search results.
License: Proprietary (proprietary) · Kind: web · Deploy: saas · SSO: none
ResorsIT usage: Web App without SSO
Access & Identity: Vaulted credential
Ubersuggest
Ubersuggest is an affordable SaaS SEO tool from Neil Patel offering keyword research, site audits, backlink analysis, rank tracking, and content ideas, with a Chrome extension and lifetime pricing option.
License: Proprietary (proprietary) · Kind: web · Deploy: saas · SSO: none
ResorsIT usage: Web App without SSO
Access & Identity: Vaulted credential
Umami
Umami is an open-source, privacy-focused web analytics platform built with Node.js and Next.js. With over 24,000 GitHub stars, it is one of the most popular open-source alternatives to Google Analytics.
License: MIT (OSS) · Kind: web · Deploy: direct, docker · SSO: none
ResorsIT usage: Web App without SSO
Access & Identity: Forward-auth · Vaulted credential
