When it comes to digital marketing in Australia, SEMrush and Ahrefs are two of the most trusted SEO tools in the game. But with so many overlapping features, how do you know which one’s the better fit for your business?
Whether you’re running local SEO campaigns for tradies in Sydney, scaling a national eCommerce brand, or managing SEO for multiple clients, choosing the right tool can make or break your results.
In this 2025 SEO tools comparison, we’ll break down the key differences between Ahrefs and SEMrush — from features and pricing to local tracking, backlink power, and more — so you can make a confident, informed decision.
What Are SEO Tools?
Before we get stuck into the comparison, let’s get clear on what SEO tools do.
SEO tools help you improve your visibility in search engines like Google. From keyword research to backlink analysis, site audits to rank tracking — these tools give you the data you need to make informed decisions.
The right SEO tools can help you:
- Discover what your audience is searching for
- Track your rankings over time
- Audit your website for technical issues
- Spy on competitors and steal their traffic
- Build links and authority in your niche
Now, let’s look at two of the most popular SEO tools in the game.
Quick Overview: Ahrefs vs SEMrush
| Feature | Ahrefs | SEMrush |
|---|---|---|
| Best for | Backlink analysis, content research | Local SEO, PPC, GMB, technical audits |
| Keyword Research | SEO-focused, very strong globally | Broader, includes PPC + ads |
| Backlink Analysis | Industry-leading | Very strong, but slightly behind Ahrefs |
| Site Audits | Clean, fast | More comprehensive with deeper suggestions |
| Google Business Profile (GMB) | ❌ Not supported | ✅ Yes |
| PPC Tools | ❌ Minimal | ✅ Extensive |
| Local SEO | ❌ Basic only | ✅ Excellent (maps, suburbs, citations) |
| Content Tools | Strong research (Content Explorer) | ✅ Built-in Writing Assistant + SEO templates |
| Social Media Tools | ❌ No | ✅ Yes |
| AI Writing & SEO Assistant | ❌ No | ✅ Yes (Semrush AI) |
| Pricing | From USD $99/month | From USD $129.95/month |
1. Backlink Analysis: Ahrefs Takes the Crown
If you’re focused on building authority through backlinks, Ahrefs is unmatched. Its Site Explorer tool gives you a real-time snapshot of any website’s backlink profile, including:
- Referring domains
- Link types (dofollow, nofollow)
- Anchor text
- Historical growth trends
This is where Ahrefs shines. It constantly crawls the web and claims the second-largest backlink database, behind Google itself.
On the other hand, SEMrush offers excellent backlink tracking too, just not quite at the same scale or freshness. That said, it still provides:
- Backlink audit
- Link toxicity analysis
- Outreach SEO tools
Verdict:
✅ Use Ahrefs if link-building is a primary focus for your SEO campaigns.
✅ Use SEMrush if you want backlinks + everything else in one place.
2. Keyword Research: SEMrush for Breadth, Ahrefs for Depth
Both SEO tools are excellent for keyword research, but they take slightly different approaches.
Ahrefs:
- More accurate for global search data
- Ideal for discovering long-tail SEO keywords
- Helpful SEO tools like Keyword Explorer, Content Gap, and Parent Topic analysis
SEMrush:
- Includes PPC (Google Ads) keyword data
- Offers “Keyword Magic Tool” with broader topic clustering
- Tracks keyword trends and seasonality
- Integrates with local SEO and Google Business Profiles
Verdict:
✅ Use Ahrefs for deep SEO keyword analysis
✅ Use SEMrush for a broader marketing strategy, including paid ads
3. Local SEO Features: SEMrush Wins Hands Down
If your business operates in specific suburbs or cities (think “Plumbers in Sutherland Shire” or “Electricians in Bondi”), local SEO is everything.
SEMrush offers:
- Google Business Profile integration
- Map Pack rankings
- Local listing management via Yext
- Suburb-based rank tracking
- Review monitoring and reputation tools
Ahrefs lacks:
- GMB/GBP integration
- Suburb-level tracking
- Local citations features
Verdict:
✅ For Australian tradies, real estate agents, and local service providers, SEMrush is a must-have SEO tool.
4. Site Audit & Technical SEO: SEMrush Is More Comprehensive
Both Ahrefs and SEMrush have strong site audit tools. They crawl your website, identify technical issues, and give suggestions for fixing things like:
- Broken links
- Crawl errors
- Redirect chains
- Duplicate content
- Mobile issues
- Core Web Vitals
But SEMrush goes deeper, offering:
- Historical audit comparisons
- Scheduled crawls
- Page speed suggestions
- HTTPS implementation
- Markup/schema audit
Verdict:
✅ SEMrush provides a more powerful and scalable technical SEO solution.
5. Content Marketing Tools: SEMrush Has the Edge
Ahrefs offers Content Explorer, which helps you find high-performing content by topic or keyword. It’s great for discovering content ideas and linkable assets.
SEMrush, however, takes it further with:
- SEO Content Template: Generates a content brief with target keywords
- SEO Writing Assistant: Optimises your content in real-time
- AI Writing Tools: Drafts, outlines, and titles for you
- Topic Research: Clusters related queries and questions
Verdict:
✅ If content marketing is a big part of your strategy, SEMrush delivers more tools under one roof.
6. PPC & Advertising Tools: SEMrush Only
This one’s easy. If you’re running Google Ads, shopping ads, or want to spy on competitor ad copy, SEMrush is your tool.
Ahrefs doesn’t focus on paid ads.
SEMrush offers:
- Competitor ad tracking (Search & Display)
- Historical ad performance
- Keyword CPC insights
- PLA (Product Listing Ad) research
Verdict:
✅ SEMrush is essential if you run Google Ads alongside your SEO.
7. Reporting & White Labelling
If you manage clients, clean and automated reports matter.
Both SEO tools offer strong reporting features, but SEMrush includes:
- Custom PDF reports
- White-labelling with higher plans
- Integration with Google Data Studio, GA4, and Search Console
Ahrefs’ reports are fast and visual, but less customisable.
Verdict:
✅ SEMrush is better suited for agencies or freelancers managing multiple SEO clients.
8. Pricing: Ahrefs is Cheaper, But With Limits
| Plan | Ahrefs | SEMrush |
|---|---|---|
| Entry Level | $99 USD/mo (Lite) | $129.95 USD/mo (Pro) |
| Users | 1 | 1 |
| Keyword Tracking | Lower limits | Higher (with upgrades) |
| Access to SEO Tools | All plans include full access | Some features are add-ons or gated |
Verdict:
✅ Ahrefs is more affordable for solopreneurs
✅ SEMrush delivers better value at scale
Final Verdict: Which SEO Tool Is Best?
Here’s the TL;DR breakdown:
| Use Case | Winner |
|---|---|
| Link Building | Ahrefs |
| Keyword Research | Tie (SEMrush for PPC, Ahrefs for SEO) |
| Local SEO | SEMrush |
| Technical SEO | SEMrush |
| Content Optimisation | SEMrush |
| PPC + Ads | SEMrush |
| Budget SEO | Ahrefs |
| All-in-One Marketing | SEMrush |
Which SEO Tool Should You Choose?
If you’re an SEO specialist, digital marketer, or business owner in Australia, your choice depends on your goals:
- Want to rank higher in the local map pack and manage your Google Business Profile? → Go with SEMrush
- Focused on building backlinks and discovering new content opportunities? → Use Ahrefs
- Managing multiple clients or running Google Ads and SEO together? → SEMrush is your best friend
Both tools are world-class. If budget allows, many agencies use both — Ahrefs for links and competitor research, SEMrush for everything else.
Choosing the right SEO tools can give you a massive edge over the competition. In 2025, your decision comes down to what kind of marketing you’re doing:
- Local SEO? Choose SEMrush.
- Backlink outreach? Go Ahrefs.
- Full-service agency? Use both and dominate.
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