Serpstat vs Moz Pro
Sabari Rohith
Last updated on
Every agency in this list is independently scored against the same rubric: pricing transparency, pipeline attribution, B2B SaaS specialization, team structure, and verified Clutch / G2 reviews. No paid placements, no editorial swaps.
Learn more about our review methodology →
The short answer
Serpstat and Moz Pro both cover the core SEO workflow (keyword research, backlink analysis, rank tracking, and site audit), but they were built for different budgets and different jobs. Serpstat is the more affordable all-in-one option once you account for how much a plan actually unlocks (unlimited projects and API access on its Team tier), and it is the only one of the two with a native PPC competitive-research module. Moz Pro carries two decades of brand history, a much larger public review and case-study trail, and keeps its full feature set available on every tier, even the cheapest one.
If budget efficiency matters and you also run paid search alongside SEO, Serpstat’s Team plan at $100/mo (annual) unlocks unlimited projects, API access, and a native PPC competitive-research module that Moz Pro does not have at any price. Reviewers also flag Serpstat’s support quality as a standout (reported G2 “Quality of Support” sub-score of 9.4).
If you want a vendor with named enterprise case studies, a larger public review base, and a plan structure where every tier (even Starter at $39/mo annual) includes the full feature set, Moz Pro is the steadier choice. Its dedicated On-Page Grader is also a named tool Serpstat does not offer.
At a glance
| Serpstat | Moz Pro | |
|---|---|---|
| Founded / Vendor | Serpstat (2013, standalone circa 2015 to 2016) | Moz, Inc. (2004 as SEOmoz) |
| Category | All-in-one SEO + PPC research platform | All-in-one SEO platform |
| Starting price | $50/mo (Individual, annual) | $39/mo (Starter, annual) |
| Public rating | 4.6 G2 (462 reviews, verify live), 4.7 Capterra (~169 reviews, verify live) | 4.3 G2 (605 reviews, verify live), 4.5 Capterra (350 reviews) |
| Best for | Budget efficiency, PPC + SEO in one tool | Named case studies, full feature access at every tier |
Vendor profile
Serpstat
Serpstat began in 2013 inside the Ukrainian agency Netpeak and spun out as a standalone SaaS product around 2015 to 2016 (Serpstat’s own About page cites 2015 for the standalone launch; some third-party trackers date the standalone Serpstat brand to a 2016 rebrand), co-founded by Artem Borodatyuk and Oleg Salamaha. It is headquartered in Odesa, Ukraine, with an estimated 51 to 200 employees per its LinkedIn company-size band (third-party headcount trackers cite a narrower 82 to 98 range, which we flag rather than pick a single number). Serpstat’s core differentiator is a built-in PPC competitive-research module, alongside keyword research, backlink analysis, rank tracking across 230 Google-supported countries, and technical site audit.
- Vendor
- Serpstat (serpstat.com)
- Founded
- 2013, spun out standalone circa 2015 to 2016 (About page cites 2015), by Artem Borodatyuk and Oleg Salamaha
- HQ
- Odesa, Ukraine
- Team
- 51 to 200 employees (LinkedIn band; third-party estimates 82 to 98)
- Notable users cited
- Vintage Web Production (agency case study); no labeled enterprise client roster published
- Public rating
- 4.6/5 G2, 462 reviews; 4.7/5 Capterra, ~169 to 170 reviews (both via search-cache, verify live)
Moz Pro
Moz was founded in 2004 by Rand Fishkin and Gillian Muessig in Seattle as SEOmoz, rebranding to Moz in 2013. Moz Pro, its subscription SEO suite, launched in 2007. Rand Fishkin, creator of the widely cited “Beginner’s Guide to SEO,” stepped away from day-to-day operations in 2018 to found SparkToro; reporting indicates Moz was acquired by iContact (part of the Ziff Davis family) in 2021, a detail we flag as reported rather than independently confirmed on moz.com. Every Moz Pro tier, including the cheapest, ships with the same feature set (Keyword Explorer, Link Explorer, Site Crawl, On-Page Grader, rank tracking); higher tiers raise data limits, not feature availability.
- Vendor
- Moz, Inc. (moz.com)
- Founded
- 2004 as SEOmoz, by Rand Fishkin and Gillian Muessig
- HQ
- Seattle, Washington, USA (address per third-party directories, verify live)
- Team
- 51 to 200 employees (LinkedIn band; LinkedIn people directory separately lists 364)
- Notable clients
- Beacon, Coalmarch, TopSpot, Wpromote, Chesapeake Regional Healthcare, PAPYRUS (via Wpromote case study)
- Public rating
- 4.3/5 G2, 605 reviews (verify live); 4.5/5 Capterra, 350 reviews; 4.8/5 FeaturedCustomers composite across 1,756 reference ratings
Pricing: what you'll actually pay
Figures below are pulled directly from Serpstat’s live pricing page (fetched July 2026) and cross-verified third-party trackers for Moz Pro, whose own pricing page could not be fetched directly in this research pass. Verify both live at serpstat.com/page/pricing-plans/ and moz.com/pricing before purchase.
| Serpstat | Moz Pro | |
|---|---|---|
| Starting price (annual) | $50/mo (Individual) | $39/mo (Starter) |
| Starting price (monthly) | reported ~$69/mo (Individual, verify live) | ~$49/mo (Starter) |
| Typical operating range | $100 to $410/mo (annual, Team to Agency) | $79 to $239/mo (annual, Standard to Large) |
| Highest published tier | $410/mo (Agency, annual) | $239/mo (Large/Premium, annual) |
| Annual discount | ~27% versus monthly | ~20% versus monthly |
| Free trial | 7-day trial, no card details confirmed either way | 7-day trial, credit card required (verify live) |
| Pricing structure | Feature-gated tiers: higher plans add API, white-label, phone support | Limit-gated tiers: same feature set, higher data caps |
| Free plan | None | None |
Capability comparison
Both platforms cover keyword research, backlink analysis, rank tracking, and technical site audit. The real gaps show up in PPC research, plan structure (limits versus features), and how large a named case-study library each vendor can point to.
| Service | Serpstat | Moz Pro |
|---|---|---|
| Native PPC competitive research | ✓ Ad copy, keyword, and budget analysis included | ✕ No equivalent module |
| Rank tracking country coverage | ✓ 230 Google-supported countries advertised | Not advertised with a specific country count |
| On-page optimization grader | ✕ No named equivalent tool | ✓ On-Page Grader, dedicated named tool |
| Feature access across tiers | Higher tiers unlock real features (API, white-label, phone support) | ✓ Full feature set on every tier, even Starter |
| Keyword clustering | ✓ Included | AI-assisted clustering / content-gap detection |
| Free browser extension | ✓ Chrome, Firefox, Opera, Edge extensions | ✓ MozBar (DA/PA in-browser) |
| Named enterprise case studies | Unlabeled client logos only; one named agency case study (Vintage Web Production) | ✓ Multiple labeled, quantified case studies (Wpromote/PAPYRUS, Coalmarch, TopSpot) |
| Free trial | ✓ 7-day trial, no free-forever plan | ✓ 7-day trial, credit card required |
| API access | Included from Team tier up | Not listed on standard plans (verify live) |
| White-label reporting | Agency tier only | Not offered (verify live) |
Decision matrix - who fits which side
| Criterion | Serpstat | Moz Pro |
|---|---|---|
| Native PPC competitive research | ✓ | - |
| Best value scaling projects/campaigns | ✓ | - |
| Full feature set at every price tier | - | ✓ |
| Named, quantified customer case studies | - | ✓ |
| Higher average review rating (G2, Capterra) | ✓ | - |
| Larger public review base and history | - | ✓ |
| Dedicated on-page optimization grader | - | ✓ |
| Rank tracking across 230 named countries | ✓ | - |
Check = clear edge. Dash = capable but not the stronger pick.
Strengths & tradeoffs
Both platforms handle the core SEO workflow well. The honest differences show up in pricing structure, PPC coverage, brand track record, and how much of the toolset you get at the entry price.
| Axis | Serpstat | Moz Pro |
|---|---|---|
| PPC research | Native ad copy, keyword, and budget competitive module | No equivalent feature |
| Entry pricing | $50/mo (Individual, annual); scaling to $100/mo unlocks unlimited projects + API | $39/mo (Starter, annual); full features included, limits scale with tier |
| Plan structure | Feature-gated: API, white-label, and phone support locked to higher tiers | Feature-parity: every tier gets the same tools, only limits change |
| Rating (G2) | 4.6/5, 462 reviews (verify live) | 4.3/5, 605 reviews (verify live) |
| Rating (Capterra) | 4.7/5, roughly 169 to 170 reviews, a comparatively small sample | 4.5/5, 350 reviews |
| Case studies | Unlabeled client logos; one named agency case study | Multiple named, quantified case studies via FeaturedCustomers |
| Brand history | Founded 2013, standalone circa 2015 to 2016; smaller footprint outside Eastern Europe budget-SEO circles | Founded 2004; Rand Fishkin’s Beginner’s Guide to SEO gave it lasting industry influence |
| On-page tooling | No named dedicated grader in this research pass | On-Page Grader, named and distinct capability |
| Support | Reviewers repeatedly cite fast, high-quality support (reported G2 support sub-score 9.4) | No equivalent standout support sub-score surfaced |
| UI | Reported as data-dense, can feel overwhelming to new users | Reported as cleaner and more beginner-friendly |
Ratings & track record
| Metric | Serpstat | Moz Pro |
|---|---|---|
| G2 rating | 4.6/5 (verify live) | 4.3/5 (verify live) |
| G2 reviews | 462 | 605 |
| Capterra rating | 4.7/5 | 4.5/5 |
| Capterra reviews | ~169 to 170 (small sample, verify live) | 350 |
| FeaturedCustomers composite | Not published | 4.8/5 across 1,756 reference ratings |
| Founded | 2013 (standalone circa 2015 to 2016) | 2004 |
| Notable signal | Native PPC module; strong support sub-scores | Named enterprise case studies; DA-era industry authority |
Serpstat’s average rating edges out Moz Pro on both G2 and Capterra, but its Capterra sample (roughly 169 to 170 reviews) is meaningfully smaller than Moz Pro’s 350, so treat that gap as directional rather than a large-sample verdict. Moz Pro’s larger review base and its FeaturedCustomers case-study library reflect over two decades in market against Serpstat’s roughly thirteen. Both G2 figures were sourced from search-engine caches rather than direct page fetches in this research pass (G2 blocked automated access) and should be reconfirmed live before citing in a report.
Both tools’ data is sourced from publicly available information as of July 2026. Serpstat’s pricing was fetched directly from its live pricing page; Moz Pro’s pricing and several review-page figures were partially inaccessible to automated fetches and have been cross-verified from third-party aggregators or search-engine caches. Verify directly at serpstat.com/page/pricing-plans/ and moz.com/pricing, and check both G2 profiles live, before citing these figures. This comparison is independent; we take no affiliate or referral fees from either vendor.
Frequently asked questions
What is the difference between Serpstat and Moz Pro?
Is Serpstat cheaper than Moz Pro?
Which tool has better reviews, Serpstat or Moz Pro?
Does Serpstat or Moz Pro have PPC research features?
Which tool has stronger case studies and named clients?
Which tool is easier to get full functionality from on a lower budget?
Sources and references
- Serpstat homepage (accessed July 2026)
- Serpstat pricing plans (accessed July 2026)
- Serpstat About Us (founding, HQ) (accessed July 2026)
- Serpstat clients page (accessed July 2026)
- Serpstat G2 profile (4.6/5, 462 reviews, verify live) (accessed July 2026)
- Serpstat Capterra profile (4.7/5, verify live) (accessed July 2026)
- Serpstat LinkedIn company page (accessed July 2026)
- Serpstat integrations documentation (accessed July 2026)
- Moz Pro product page (accessed July 2026)
- Moz G2 profile (4.3/5, 605 reviews, verify live) (accessed July 2026)
- Moz Pro Capterra profile (4.5/5, 350 reviews) (accessed July 2026)
- Moz LinkedIn company page (accessed July 2026)
- Moz FeaturedCustomers profile (accessed July 2026)
- Moz Pro pricing (third-party verified, costbench) (accessed July 2026)
- Rand Fishkin operational transition coverage (Search Engine Land) (accessed July 2026)
Want an outside opinion before you commit?
This comparison is independent — we don't take referral fees from either agency. If you'd like a second read from a B2B SaaS specialist on which fits your stage, PipeRocket is happy to give you an honest one. No obligation.
Book Free Audit