Semrush vs Moz Pro in 2026: deeper research platform vs white-label from the entry plan
Semrush covers more ground and unlocks AI tracking on more engines than Moz, but keeps white-label locked to its top tier. Moz Pro includes white-label reports on every plan and tracks Claude, which Semrush does not.
Semrush
Moz Pro- Moz Pro includes white-label client reports on every plan starting at $99/month. Semrush reserves full white-label delivery for Business at $499.95/month.
- Moz Pro tracks Claude alongside ChatGPT, Gemini, and Perplexity. Semrush tracks five engines (adding Google AI Overviews and Google AI Mode) but not Claude.
- Neither tool includes API access in a standard consumer-friendly way: Moz sells API as a separate product entirely, while Semrush gates it to Business at $499.95/month.
- Semrush has a broader keyword database and deeper backlink data than Moz Pro's 1.25 billion keyword index.
- Semrush has a functional free tier. Moz Pro has no permanent free tier for Moz Pro itself.
- Both platforms position themselves for agencies, but Moz Pro's white-label-on-every-plan model is structurally more agency-friendly from day one.
Semrush and Moz Pro both sell themselves as all-in-one SEO platforms with AI visibility bolted on, but the way each one gates its best features tells you who they are actually built for. Semrush's AI tracking (five engines, no Claude) only exists on Guru at $249.95/month, and white-label reporting is locked to Business at $499.95/month. Moz Pro puts white-label reporting and its four-engine AI Visibility Dashboard, which does include Claude, on every plan starting at $99/month. What Moz Pro does not have at any price is an API bundled into the subscription; Semrush has one, but only at Business. The right pick depends on whether you weigh Semrush's broader research depth or Moz Pro's more accessible white-label and Claude coverage more heavily.
The tools at a glance
Semrush
All-in-one SEO and AI visibility platform with keyword research, technical audits, and brand monitoring across five LLM engines
Semrush wins on raw research depth. The keyword database, backlink index, and 140+ issue-type technical audit are all built for teams doing serious, high-volume SEO work, and the content marketing toolkit connects that research directly into an AI-assisted drafting workflow that Moz Pro does not have an equivalent for.
The AI visibility module tracks five engines: ChatGPT, Gemini, Perplexity, Google AI Overviews, and Google AI Mode, wider than Moz Pro's four. What it does not track is Claude, which Moz Pro does. Access is also more restrictive: Semrush AI tracking requires Guru at $249.95/month, and even then, reports carry Semrush branding until Business at $499.95/month.
For an agency evaluating Semrush against Moz Pro, the real question is whether the deeper research tooling justifies paying nearly $500 a month to get white-label reporting, versus Moz Pro including it from $99/month. If the agency's clients care mostly about seeing a branded AI visibility and rankings report, Semrush is an expensive way to get there.
| Feature | Free Free | Pro $139.95/mo | Guru $249.95/mo | Business $499.95/mo |
|---|---|---|---|---|
| AI visibility tracking | ✗ | ✗ | ✓ | ✓ |
| AI models tracked | 0 | 0 | 5 | 5 |
| White-label reporting | ✗ | ✗ | ✗ | ✓ |
| API access | ✗ | ✗ | ✗ | ✓ |
Moz Pro
All-in-one SEO and AI visibility platform with 1.25B+ keywords and white-label client reports
Moz Pro's biggest structural advantage over Semrush is that white-label reporting is not a top-tier perk, it is included on the entry Standard plan at $99/month. For an agency, that changes the actual decision: instead of asking "can we afford the tier with white-label," the question becomes whether Moz Pro's research depth is sufficient for the account.
The AI Visibility Dashboard tracks ChatGPT, Gemini, Perplexity, and Claude, four engines, on every plan with no separate unlock required. The Claude coverage specifically is a real differentiator: Semrush does not track Claude at all, so an agency whose clients ask about Claude visibility has an answer with Moz Pro that Semrush cannot give.
What Moz Pro does not have is a bundled API. Moz sells API access as an entirely separate product outside the standard Moz Pro subscription, which is a real gap for teams wanting to pipe visibility data into their own dashboards. Semrush at least offers a path to API access, even if it requires the $499.95/month Business tier to get there. The keyword database, at 1.25 billion terms, is also smaller than Semrush's, and backlink data updates more slowly.
| Feature | Standard $99/mo | Medium $179/mo | Large $299/mo |
|---|---|---|---|
| AI Visibility Dashboard | ✓ | ✓ | ✓ |
| AI models tracked | 4 (incl. Claude) | 4 (incl. Claude) | 4 (incl. Claude) |
| White-label reports | ✓ | ✓ | ✓ |
| API access | ✗ | ✗ | ✗ |
Head-to-head feature comparison
| Feature | Semrush | Moz Pro |
|---|---|---|
| AI engines tracked | ChatGPT, Gemini, Perplexity, Google AI Overviews, Google AI Mode (5) | ChatGPT, Gemini, Perplexity, Claude (4) |
| Claude coverage | No | Yes |
| White-label delivery | Yes, Business only | Yes, all plans |
| White-label included from | $499.95/mo | $99/mo |
| API access | Business only ($499.95/mo) | Not included, separate Moz API product |
| Keyword database size | Larger, industry-leading | 1.25B keywords |
| Backlink data freshness | Fast, frequent updates | Slower than Semrush or Ahrefs |
| Free tier | Yes (limited) | No |
| Starting price | Free | $99/mo |
Considering AI Peekaboo alongside Semrush and Moz Pro?
Semrush locks white-label and API access behind its $499.95/month Business tier, and Moz Pro includes white-label but has no bundled API at any price. If the real requirement is AI visibility data you can both pipe into your own tools and hand to clients as a branded report, AI Peekaboo ships a read and write API alongside white-label guest links on every plan from $50/month. It will not replace either platform's SEO research tools, but for AI visibility specifically, it closes the gap both leave open.
Read the AI Peekaboo review →Which should you choose?
Moz ProMoz ProSemrushSemrushSemrushMoz ProSemrush and Moz Pro solve the AI visibility plus white-label problem in opposite orders. Semrush gives you deeper research tools first and makes you pay up to Business tier for white-label and API. Moz Pro gives you white-label and Claude coverage from the entry plan, then asks you to accept a smaller research toolkit and no bundled API in exchange. Neither is a wrong choice; it depends on whether your agency's bottleneck is research depth or the cost of unlocking branded client delivery.
Bottom line
Choose Moz Pro if white-label reporting from the entry plan and Claude visibility tracking matter more than having the single deepest keyword and backlink database available. Choose Semrush if research depth and a genuine free evaluation tier matter most, and you are willing to pay for Business tier to get white-label and API access alongside AI tracking. If the actual need is AI visibility data with both an API and white-label delivery without paying SEO-suite prices for either, AI Peekaboo covers that specific combination from $50/month.
Frequently asked questions
Does Moz Pro or Semrush include white-label reporting on cheaper plans?
Moz Pro includes white-label client reports on every plan starting at $99 per month. Semrush reserves full white-label delivery for its Business plan at $499.95 per month, meaning agencies on Semrush Pro or Guru cannot deliver fully branded reports without upgrading substantially.
Which tool tracks Claude visibility, Semrush or Moz Pro?
Moz Pro tracks Claude alongside ChatGPT, Gemini, and Perplexity on every plan. Semrush does not currently track Claude at all; its five-engine coverage is ChatGPT, Gemini, Perplexity, Google AI Overviews, and Google AI Mode. If Claude visibility specifically is a requirement, Moz Pro is the only one of the two that covers it.
Does Semrush or Moz Pro have a better API for developers?
Semrush has a bundled API, but only at the $499.95/month Business tier. Moz Pro does not include API access in any standard Moz Pro plan at all; it is sold as a separate Moz API product outside the main subscription. Neither is a strong option for teams wanting affordable, accessible API access, which is a gap dedicated AI visibility tools tend to fill more cheaply.
Is Moz Pro or Semrush better value for a small agency?
It depends on what the agency values most. Moz Pro at $99/month gives white-label reporting and AI tracking including Claude from day one, which is a lower total cost to reach client-ready delivery. Semrush gives deeper research tools at a similar $139.95/month Pro price point, but AI tracking and white-label require significantly higher tiers. For agencies prioritizing branded reports early, Moz Pro reaches that outcome cheaper.
Which has the bigger keyword database, Semrush or Moz Pro?
Semrush has the larger and generally more current keyword database. Moz Pro's Keyword Explorer covers over 1.25 billion keywords, which is substantial but considered smaller than Semrush's coverage, particularly for niche long-tail terms. For high-volume keyword research specifically, Semrush is the stronger tool.
Can I track AI visibility on the cheapest Semrush or Moz Pro plan?
Moz Pro includes AI visibility tracking on its cheapest plan, Standard at $99/month. Semrush does not: its cheapest plan with AI tracking is Guru at $249.95/month, since AI visibility is not available on Semrush's $139.95 Pro plan or the free tier. For the lowest entry price to any AI tracking at all, Moz Pro is cheaper.