The subscription is the cheap part of DIY SEO.
Semrush, Ahrefs and Moz are excellent tools. They are also just tools. Here is what each plan costs, what you can get free, and what DIY really costs once you count your hours.
As of September 2026, Semrush lists Pro at $139.95, Guru at $249.95 and Business at $499.95 per month. Ahrefs lists Starter at $29, Lite at $129, Standard at $249 and Advanced at $449 per month. Moz Pro lists Starter at $49, Standard at $99, Medium at $179 and Large at $299 per month. Annual billing is cheaper on all three.
| Tool | Entry plan | Mid plan | Upper plan | Best known for |
|---|---|---|---|---|
| Semrush | Pro $139.95/mo | Guru $249.95/mo | Business $499.95/mo | All-in-one keyword, competitor and PPC research |
| Ahrefs | Lite $129/mo (Starter $29) | Standard $249/mo | Advanced $449/mo | Backlink data and content research |
| Moz Pro | Standard $99/mo (Starter $49) | Medium $179/mo | Large $299/mo | Domain Authority, simpler interface |
Monthly list prices published by each vendor, checked September 2026. Prices change; confirm on Semrush, Ahrefs and Moz before buying.
Calculate the true cost of doing it yourself
What you can get for free
- Google Search Console: what you rank for, clicks, indexing problems.
- Google Business Profile: the biggest local lever, free.
- Bing Webmaster Tools: Bing data, which also feeds some AI tools.
- PageSpeed Insights: real-user speed data and fixes.
- Free developer tools: DIY-friendly checkers like DenverSEO.io's free schema and AI crawler tools and Eye To Ad Media's free SEO tools.
Which tool should a small business buy?
Often none at first. The free tools above cover most of what a local business needs in year one. Paid suites earn their cost when you are researching competitive keywords, tracking many terms or building links at scale, which is usually the point where hiring help also makes sense.
If the calculator shows your DIY cost near $597 a month, compare it with the Local Starter package, which includes the tools, the experience and the hours.
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Straight answers
How much does Semrush cost per month?
As of September 2026, Semrush lists Pro at $139.95, Guru at $249.95 and Business at $499.95 per month on monthly billing, with lower effective prices on annual plans.
How much does Ahrefs cost?
As of September 2026, Ahrefs lists Starter at $29, Lite at $129, Standard at $249 and Advanced at $449 per month, with Enterprise at $1,499 per month.
Is Semrush or Ahrefs better for a small business?
Both are strong. Semrush is broader for keyword and competitor research, Ahrefs is known for backlink data. Many small local businesses do fine with free tools in year one.
Do I need a paid SEO tool to do SEO?
No. Google Search Console, Google Business Profile, Bing Webmaster Tools and PageSpeed Insights are free and cover the essentials for most small businesses.
Your competitors are not waiting.
Every month without a plan is a month someone else gets the call.