Content marketing is multifaceted work.
So is cooking.
Both of these jobs require different tools to get different tasks done.
But sometimes, a tool comes along that’s just right for a number of vital tasks.
The Thermomix was a sensation when it first came out, and for good reason.
This kitchen tool could accomplish so many different tasks that it soon became one of the only kitchen appliances you’d ever need.
But could there be a Thermomix for content marketers?
As part of a content marketing team, you know that there’s so much more to this job than just writing articles.
On any given day, you might be doing keyword research, analyzing the competition, tracking the effects of your actions and content in SERP rankings, monitoring backlinks to your website and so much more.
Each task seems to have its own tool, none of which ever work together synchronously.
Today, I’d like to introduce you to the Thermomix of digital marketing, an incredible platform known as Serpstat.
Get ready to start cooking!
What Is Serpstat?
Founded in 2013, Serpstat started as a keyword research tool.
As with all the best SEO tools, Serpstat was created by a team who wanted to make their jobs easier. This in-house tool was then developed as a product in its own right, helping digital marketing teams to see better results for their effort.
In 2016, Serpstat was expanded to include five essential digital marketing tools, each with its own unique features and capabilities.
The best part? Although these five pillars accomplish different tasks, they each run together with the others in perfect harmony, allowing you to speed through tasks that would otherwise demand extra time.
Currently, Serpstat boasts 100,000 active users and 100 million keywords in their database.
Serpstat Review: Cook Up Delectable SEO Results with the Tool That Does It All
Serpstat’s 5 Pillars for Digital Marketing Success
1. Website Analysis
Whether you’re analyzing your entire domain against your competition or you want to check metrics for an individual URL, Serpstat has you covered.
In your overview, you’ll see exactly which keywords your domain is ranking for, which pages are bringing you the best results, your keyword position distribution in SERPs, visibility trend and keywords trend graphs, as well as your top competitors.
For a more detailed look, here are some of the top tools within the Website Analysis module:
Domain vs. Domain Analysis
Want to check your domain against that of your competition? Let’s get the scoop on what’s going on.
On this tab, Serpstat will automatically suggest competitor websites for you to compare against, or you can input competitors manually.
Once selected, you’ll see how much overlap in keywords you have with your competition. Below that, you’ll find a list of all the keywords where you overlap, with metrics such as SERP ranking for each site for that keyword, Google volume, etc.
Under URL Analysis, you’ll find this nifty tool. Start by inputting a specific URL, such as an article or page on your website. Serpstat will then analyze this URL, as well as competing URLs.
It then provides a list of keywords that your competition is ranking for with similar content, but that the researched URL isn’t currently ranking for.
You’ll also see metrics such as search volume, competition level as well as other URLs within the searched domain that do rank for these missing keywords.
Batch Analysis of 200 Domains
Want to see exactly what your competition is up to in one quick glance? With the Batch Analysis, Serpstat allows you to analyze SEO metrics of up to 200 domains.
For each domain, you’ll see metrics such as:
- New keywords
- Lost keywords
- Improved keywords
You can also filter these results by search engines, thus getting a more localized view of your competition’s success in SERPs.
Top Pages and Tree View
Want to check out which content on your site is having the most success? Want to see what keywords your site is ranking for, and which pages hit those high ranks?
Under Domain Analysis, check out the Top Pages tool. Input your domain, and you’ll see a list of the highest ranking content for that domain, including keywords, social shares and potential traffic.
You can also filter these results according to search volume, competition level, etc.
Under Tree View, you’ll be able to see the exact keywords that your domain is ranking for, as well as the exact pages that are ranking within your domain. You’ll also see metrics such as position changes, Google search volume, etc.
2. Keyword Research
In the Overview, you’ll see an incredible amount of metrics and information for any keyword that you input.
Besides search volume, competition, keyword trends and related keywords, you’ll also find keyword difficulty, current SERP results with metrics such as external backlinks and Page Rank, as well as current competitors for that keyword.
Ready to get a more detailed view of your keywords? Check out the sections below.
SEO Keyword Selection and Suggestions
Under Keyword Selection, simply type a shorter keyword and you’ll have hundreds (if not thousands) of related longtail keywords to choose from.
This list gives you metrics such as difficulty, volume, results and social domains. You can also filter results by search volume, competition, misspelled keywords, number of words within the keyword and more.
Under this same section, you’ll also find a Related Keywords tool, which helps you find semantically related keywords, and a Search Suggestion tool, which uses Google search suggestions to help you find longtail keywords.
For content marketers, the Search Questions tool is especially useful. This allows you to search one base keyword, add search-suggested words and find questions to match those keywords.
Personally, I think it’d be more efficient if these four keyword tools were combined into one, but it’s a small price to pay for the results you get.
Competition Keyword Analysis
This tool is very similar to the competition analysis tools found under Website Analysis, but with a slight twist. Instead of searching competition against your domain, you’ll search for competition based on relevant keywords.
Start by typing in a keyword you’re trying to rank for. You’ll then see a list of domains currently ranking for that and related keywords. The list includes metrics such as the number of common keywords, all keywords (showing new and lost) and visibility.
Once again, the disadvantage of this tool is that it’s not combined with the other competition research tool under Website Analytics.
Top Pages in SERPs
Looking for specific information on SERPs for a certain keyword? This is your ultimate tool.
Start by inputting your desired keyword. You’ll then see metrics such as total monthly search volume, competition, keyword difficulty and more. Below, you’ll see a list of the top 10 search results for that keyword.
For each domain, you’ll see Serpstat’s Trust Rank and Page Rank, as well as the number of external backlinks and referring domains.
You’re given a lot of information to work with, but Serpstat does lack data on low-traffic and niche keywords. For this kind of thing, you’d be better off using a tool that’s dedicated to keyword research and analysis, like KWFinder.
3. Backlink Analysis
In the Overview, you’ll get a quick look at how many backlinks your website has, how many come from .edu or .gov sites, referring sites vs referring pages as well as graphs that detail new and lost backlinks, new referring domains over the last 90 days and top anchor text.
Here’s how you can dive in for a deeper view of your backlink profile:
Backlink and Anchor Analysis
With the Backlink Analysis tool, you’ll see two charts that give you an overview of new and lost backlinks over the last week, month, year or a customized period of time.
Underneath, you’ll also see a list of the individual backlinks, new and lost, as well as metrics such as:
- Page and Trust Rank
- Internal links
- Target URL
- Date indexed
- Link type (follow vs nofollow)
For anchor analysis, Serpstat gives you a cloud view of the most common anchor text leading to your website.
Below, you’ll see a list of those key phrases, along with their referring domains and pages, nofollow backlinks and Serpstat Page Rank and Trust Rank.
Unfortunately, you’re only given Serpstat’s own Page Rank and Trust Rank scores for each link, and not the more widely recognized Trust Flow and Citation Flow.
It also lacks a lot of other important metrics that you’d need to analyze the quality of backlinks like Spam Score, Domain Authority, Page Authority and indexation status.
While it works as a good overview, alternative tools like Monitor Backlinks provide a lot more data on both your and your competitors’ backlink profiles.
Top Pages for Backlinks
Want to see what content is generating the most backlinks?
This kind of insight can help you shape your content around what’s most successful. Or, you could check your competitors’ content to find out what kind of content gets them better backlinks.
Under Top Pages, you’ll see a list of the top pages for a searched domain (yours or the competition’s), along with the total number of backlinks, referring domains, internal links, Page Rank and Trust Rank for each URL.
4. Rank Tracker
Tracked Positions for the Top 100
Instead of simply tracking your position, Serpstat actually goes one step beyond. In the Rank Tracking section, you’ll see not only where you rank, but also who else is ranking in the top 100 results for your targeted keywords.
In this way, you can keep your eyes on exactly where you stand compared to your competition. This gives you a bird’s-eye view of who’s showing up around you in the SERPs, and isn’t limited to the domains that you track.
You’ll also be able to see who has the biggest part of the market share. Serpstat tracks changes in market share so that you’re always up to date on how you compare to the competition.
Keyword Grouping and SERP History
What’s better than seeing who’s ranking for one of your targeted keywords?
Seeing who’s ranking for multiple keywords!
With Serpstat, you can actually track rankings for yourself and your competition on a group of keywords.
You choose exactly which keywords are grouped together by using customizable tags. Each of these keyword groups is then tracked together, and you can see exactly how your website is ranking within those groups.
With history tracking, you get an intuitive view of exactly how your rank for certain keywords has changed over a period of time, and where you stand now.
5. Site Audit
You want to see what’s wrong with your website and fix it as soon as possible. Serspstat is here to help.
It tracks seven types of SEO errors:
- Page status codes
- Server parameters
- Site speed
- Meta tags
With the customized Serpstat Domain Optimization (SDO) score, you’ll see how well your website is doing based on its number of errors and their level of priority.
Automatic SEO Audit
Don’t have time to manually run audits, or do you just forget?
Serpstat knows that SEO audits aren’t always at the top of your to-do list, and has provided the solution. You can set up automatic site audits on a customized time frame, and Serpstat does the rest.
All audits are recorded and stored, so you can go back and see how your SDO score has changed over time.
Errors and Fixes in One Place
It’s great to see what’s wrong with your site. But how do you know what your next steps should be?
Serpstat not only provides you a list of the SEO issues it finds, but comes along with suggestions on how to fix these issues.
All issues are listed by priority, meaning you can take each item on the list and work from the most urgent to the least.
What We Love and Hate About Serpstat
- One comprehensive tool for SEO and PPC. Attention content marketing teams: We’ve found the Thermomix of the digital marketing world! Serpstat is a neat way to reduce the number of tools you use every day, combining all the most important metrics and reports into one tidy tool.
- Local SEO stats and competition analysis. Want to see results for different metrics from another search engine? You can switch between different Google search engines worldwide. Under Rank Tracker, you can even filter results down to a zip code!
- Unlimited users. Big and small teams will appreciate that none of the plans have a limit on users. Other big-name tools like Ahrefs and SEMrush only allow one user on their lower plans, and limit users even on more expensive plans.
- Very reasonable starting price. Serpstat starts at just $19, while both Ahrefs and SEMrush are sitting on starting prices of $99.
- All-inclusive training for beginners and experts in SEO. Want to learn the ins and outs of Serpstat, or are you interesting in improving your SEO skills? The comprehensive Serpstat Academy is a free resource for learning SEO tricks, modeled for both beginners and experts. However, these courses don’t include a certification, like the SEMrush Academy courses do.
- Some reports are repetitive. Some of the reports, such as the ones in the Keyword Research module, would work more seamlessly and efficiently as one tool instead of three separate pages within the platform.
- As a relatively new tool, there are still some bugs. Since the full version of this tool was just released in 2016, the team is still working out some minor kinks. This isn’t a big issue, but it may cause frustration sometimes.
- Local search is missing some major European countries. While it’s possible to adapt local search parameters, Serpstat’s local search is limited for Europe.
- Lacking in-depth data. The Keyword Research tool doesn’t pull much data for low-traffic keywords, so Serpstat may not be as helpful to those who target super niche-specific keywords. Backlink Analysis also lacks a lot of metrics you’d need for a detailed audit of your (or a competitor’s) link profile.
As we mentioned, Serpstat starts off very reasonably for smaller budgets, with the cheapest plan starting at $19 per month. However, this plan doesn’t include related keywords, missing keywords or access to the API.
With Plan C, at $149 per month, most medium to large-sized content marketing teams should have what they need.
What if you’re a very large-scale operation? Well, there are business plans that cover an enormous amount of queries, audit pages, keywords tracked, etc.
In total, there are eight different plans to choose from, leaving quite a bit of flexibility for different budgets.
You can compare pricing plans here, and see exactly what you get with each plan.
Should You Be Using Serpstat?
A true all-in-one tool, Serpstat is extremely useful. Although it has its faults, there are still plenty of people who would get a good ROI from using this tool.
Those who stand to gain with this tool include:
- SEO beginners: Serpstat makes SEO easier, from training to specific suggestions and help.
- Content marketing teams: You have everything you need to create content that improves SEO.
- Both small and large teams: A variety of pricing plans makes Serpstat a great tool for almost any budget.
Those who might not find Serpstat as useful would include:
- Those with major audiences in Europe: You may lack local SEO data.
- Very niche-based teams: You’d also be lacking necessary, niche-specific data.
- Those with a heavy focus on link building: The backlink features of the tool are very basic. You’ll probably need to seek out a more backlink-focused SEO tool, like Monitor Backlinks.
All in all, the majority of content marketing teams will find that Serpstat is a huge asset to their SEO “kitchen.”
In fact, just like the Thermomix has culled kitchens all around the world of extra appliances, Serpstat may be one of the only tools you need to get the job done!