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SEO software · head to head

Semrush vs SpyFu

Sebastiaan Smits Editor Sebastiaan Smits · Published September 30, 2026 · Updated October 20, 2026

SpyFu is built for competitor research: the keywords rivals rank for and bid on, with more than 18 years of history, across 32 countries and on Google only. Its Basic plan is $39 a month with unlimited searches. Semrush's SEO plan is €134 a month and adds 142 regional databases, audits and tracking. PPC-minded competitor researchers choose SpyFu; teams needing a complete toolkit choose Semrush.

Side by side

SemrushSpyFu
What it isBroad search and digital marketing suite, now owned by AdobeCompetitor keyword and PPC research tool
Best forMarketing teams wanting breadthUS businesses researching competitors
HeadquartersUnited StatesUnited States
Pricing modelTiered monthly + add-onsTiered monthly
PricingPublished monthly tiers, with the SEO plan listed at €134 a month or €112.52 billed annually for one user and including basic AI search tracking, extra charges per additional user and separately sold toolkits for advertising, traffic and local; a limited free account and a 7-day trial are available.Low published monthly tiers, Basic at $39 a month or $29 billed annually with results and exports capped at 10,000 rows, Pro from $89 a month billed annually; limited free searches.
Free optionFree planFree plan
List price
as listed on September 30, 2026		€134 per month billed monthly, or €112.52 per month billed annually (SEO plan)$39 per month billed monthly, or $29 per month billed annually (Basic plan)
Place in our SEO software ranking#6 of 12#11 of 12
Websitesemrush.comspyfu.com

Both are reviewed in full in Best SEO Software in 2026. Position in that ranking can be paid for; the wording of a review or of this comparison cannot. Placement disclosure.

Which one to choose

Choose Semrush if

you work across markets SpyFu does not cover, or you need a thorough site audit, daily position tracking and advertising tools beyond Google Ads in the same subscription.

Semrush, #6 in the ranking · Visit Semrush →

Choose SpyFu if

your competitors are in the US, UK or another of SpyFu's covered countries, the work is mostly Google Ads and competitor keyword research, and you want unlimited searches from $39 a month.

SpyFu, #11 in the ranking · Visit SpyFu →

Where they differ

Countries and search engines

SpyFu's help center lists 32 countries with full results, from the US, UK and Canada to Germany, Brazil and Japan, and its data comes from Google only. Semrush lists 142 regional keyword databases holding more than 28 billion keywords. For a business inside SpyFu's markets the gap may not matter; for one selling across many smaller markets, Semrush covers far more ground.

Edge: Semrush

Price and rationing of lookups

SpyFu Basic is $39 a month, or $29 billed annually, with unlimited searches, 5,000 tracked keywords and 10,000 data exports; Pro + AI makes exports unlimited at $119 a month after a $59 first month. Semrush's SEO plan is €134 a month with 500 tracked keywords, and extra users start at €43. For all-day competitor lookups, SpyFu costs less and counts less.

Edge: SpyFu

Paid search research

SpyFu's PPC tools show competitors' Google Ads keywords, ad history and ad tests, drawing on more than 18 years of data. Semrush sells paid search as an Advertising toolkit from €94.94 a month billed annually, with competitor positions and ad copy, adding display, video and social ads on its Pro tier. SpyFu goes deeper into Google Ads history for less; Semrush reaches more ad channels.

Edge: even

Audit, backlinks and rank tracking

SpyFu now includes an AI-assisted site audit, 50,000 pages a month on Basic, plus backlink research and rank tracking, though the site's review still rates these as basic next to specialist tools. Semrush has a thorough site audit, daily position tracking and a backlink index it puts at over 43 trillion links, refreshed at least hourly. For the whole SEO routine in one subscription, Semrush is stronger.

Edge: Semrush

Trying before you commit

SpyFu allows free searches and backs paid plans with a 30-day money-back guarantee that needs no forms, only a request to support. Semrush offers a seven-day free trial without a credit card and a free account with one demo project and 10 reports a day. Both let you check the data on your own competitors before committing real money.

Edge: even

Tally: Semrush 2, SpyFu 1, even 2.

When neither fits

An international business that finds Semrush too expensive is stuck between the two. SE Ranking covers many more countries than SpyFu at a price small teams can sustain, and Mangools offers approachable keyword research and rank tracking at a low price for founders and small sites.

See SE Ranking and Mangools among the 12 products in Best SEO Software in 2026.

Questions and answers

Can SpyFu replace Semrush?

Only for competitor keyword and Google Ads research in the countries SpyFu covers. Its site audit, backlink research and rank tracking are rated basic next to Semrush's, and SpyFu uses Google data only. Teams needing audits, local tools or advertising beyond Google will still want a fuller suite.

Is SpyFu or Semrush better for PPC research?

For Google Ads in SpyFu's 32 countries, SpyFu is the cheaper specialist, with 18-plus years of competitor ad history and unlimited searches on paid plans. Semrush's Advertising toolkit, from €94.94 a month billed annually, covers display, video and social ads on its Pro tier and far more markets.

Which countries does SpyFu cover?

SpyFu's help center lists 32 countries with full results, including the US, UK, Canada, Australia, Germany, France, Spain, Brazil, India and Japan. Sites from elsewhere can appear if they rank in those results. Semrush lists 142 regional databases, so markets outside SpyFu's list point to Semrush.

Do Semrush and SpyFu have free versions?

Both have restricted free access. Semrush offers a free account with one demo project and 10 reports a day, plus a seven-day trial. SpyFu allows free searches and refunds paid plans within 30 days. Either is enough to check whether the data on your own competitors looks plausible.

Sources

Prices, plan limits and product facts on this page were checked against the vendors' own pages on September 30, 2026. Vendors change both without notice, so treat the figures as of that date.