Every SEO tool company will tell you theirs is the best. But when you ask agency owners — the people actually billing clients for SEO work — you get a much more honest answer.
We asked the 12,000+ members of The Admin Bar community which keyword research tools they rely on in the real world. Not what they demoed once. Not what they saw in a YouTube ad. What they’re actually paying for, logging into every week, and recommending to other agency owners.
What we found: there’s no single winner. But there are clear tiers — and the tool that’s right for your agency depends a lot more on how central SEO is to your revenue than it does on feature checklists.
The Most Mentioned Keyword Research Tools
These tools came up repeatedly in the discussion:
- Ahrefs
- SEMrush
- SE Ranking
- SEO PowerSuite (Rank Tracker)
- Serpstat
- Search Atlas
- SEO Utils
- Google Keyword Planner
- DataForSEO
- ChatGPT
Some agencies stick to a full suite. Others build their own stack. And a few are leaning heavily into API + AI workflows.
Why Agencies Choose These Keyword Research Tools
When SEO is a core service — not just “we’ll optimize your headings” — depth and reliability start to matter a lot more.
Ahrefs
For agencies doing serious SEO, Ahrefs is still one of the gold standards.
- Massive backlink database
- Reliable keyword difficulty metrics
- Strong competitor analysis
- Useful Chrome extension for live SERP metrics
John Serbell shared:
“I’ve used Ahrefs for many years. I’ve used and tested others and keep coming back to it. I’m used to the interface, and the chrome extension is useful for seeing metrics in the SERPs and on live sites.”
Ahrefs isn’t cheap. But for agencies managing campaigns at scale, it’s often considered worth the cost.
Best fit: agencies running full SEO campaigns with competitor research and backlink strategy baked in.
SEMrush
SEMrush (now branded as Semrush) came up in the same breath as Ahrefs — especially in the “no budget limit” category.
- Large keyword database
- Competitive research tools
- Position tracking
- Content optimization features
SEMrush tends to appeal to agencies who want an all-in-one SEO + marketing suite rather than just keyword data.
Best fit: agencies that want keyword research, site audits, competitive analysis, and content tools all under one roof.
SE Ranking
SE Ranking came up as a more budget-conscious all-in-one platform.
- Keyword tracking
- Competitor monitoring
- Site audit features
- More accessible pricing compared to enterprise suites
It’s often seen as a middle ground — powerful enough for client work without enterprise pricing.
Best fit: growing agencies that need robust tracking but aren’t ready for Ahrefs or Semrush pricing.
SEO PowerSuite (Rank Tracker)
SEO PowerSuite is a desktop-based suite that includes Rank Tracker, Website Auditor, and more.
A key differentiator: it’s traditionally sold as a license rather than strictly SaaS-only pricing, which appeals to agencies wanting more cost control.
Best fit: agencies that want data ownership and lower recurring costs.
Serpstat
Serpstat came up as a budget-friendly alternative to the bigger suites.
It offers:
- Keyword research
- Rank tracking
- Competitor analysis
Not always as deep as Ahrefs or Semrush — but often “good enough” for many client engagements.
Best fit: agencies balancing SEO work with tighter margins.
Search Atlas
Troy Dean chimed in with:
“Search Atlas FTW”
Search Atlas positions itself as an SEO operating system with keyword research, content optimization, and link-building tools integrated.
It’s less mainstream than Ahrefs or Semrush, but growing in awareness.
Best fit: agencies looking for a modern, integrated SEO workflow.
SEO Utils
A quieter but interesting mention.
SEO Utils appeals to agencies that like leaner tools and responsive development — especially those comfortable working closer to data sources.
Best fit: technically inclined agencies who value indie tools and developer access.
Google Keyword Planner (+ Keywords Everywhere)
Even with all the fancy suites, Google Keyword Planner still shows up in real workflows.
Justas Radvila shared:
“Google keyword planner and Keywords everywhere”
Clayton Mayo added:
“Keyword planner via the Google ads platform. Super useful.”
Keyword Planner remains a free (with Google Ads access) and authoritative data source — especially useful when pairing SEO with paid search campaigns.
Best fit: agencies blending PPC and SEO, or validating search volume without expensive subscriptions.
DataForSEO (API-First Approach)
DataForSEO isn’t a traditional UI tool — it’s an API that provides search data to developers.
Gavin Fenton put it bluntly:
“Data For SEO is all you need”
John Serbell mentioned experimenting with:
“dataforseo API feeding into SEOUtils and n8n/Claude Code.”
This is a more advanced, build-your-own-stack approach — pulling raw search data into custom workflows.
Best fit: technical agencies comfortable building internal dashboards and automation.
ChatGPT
It’s not a keyword database. But it’s increasingly part of the workflow for:
- Brainstorming seed terms
- Expanding topical clusters
- Drafting content briefs
- Identifying semantic variations
AI isn’t replacing search data — but it’s augmenting how agencies use it.
Best fit: agencies pairing traditional tools with AI-assisted ideation.
Patterns We Noticed
A few things stood out:
- Agencies doing serious SEO still rely on Ahrefs or Semrush.
- Cost sensitivity is very real — especially post-2023 pricing hikes.
- Many agencies are experimenting with API-driven or AI-supported workflows.
- Free tools (like Keyword Planner) are still foundational.
- Chrome extensions and in-SERP metrics matter more than flashy dashboards.
There wasn’t one “winner” this week, but there are plenty of options to explore.
How to Choose the Right Keyword Research Tool for Your Agency
If SEO is part of your core offering, these questions matter:
- Are you selling ongoing SEO or just initial keyword research?
- Do you need backlink data?
- Will you track rankings over time?
- Do you need competitive gap analysis?
- Are you okay with enterprise pricing?
- Or would you rather build your own stack?
The right tool depends less on features and more on how central SEO is to your revenue.
Frequently Asked Questions About Keyword Tools
What’s the best keyword research tool for agencies?
For full-scale SEO work, Ahrefs and Semrush are still the most commonly trusted platforms due to depth of data and competitive analysis capabilities.
Is Google Keyword Planner enough for SEO?
It can be a starting point, especially for validating search volume. But it lacks competitive depth, backlink analysis, and advanced SERP data that agencies often need.
Ahrefs vs Semrush — which is better?
Both offer large keyword databases and competitive research. Preference often comes down to interface familiarity, specific features, and workflow fit.
Are free keyword research tools accurate?
They can provide directional insights, but most free tools rely on limited datasets. Agencies doing client SEO typically supplement free tools with paid platforms.
Can ChatGPT replace keyword research tools?
No. ChatGPT doesn’t have access to live search volume or ranking data. However, it’s useful for brainstorming, clustering, and content strategy once keyword data is known.
What keyword research tools do web agencies actually use?
Based on a discussion inside The Admin Bar community — one of the largest communities of WordPress agency owners — the most commonly used tools are Ahrefs, Semrush, and SE Ranking for full-service SEO work. Agencies with tighter budgets lean toward SE Ranking, Serpstat, or Google Keyword Planner. A growing number of technically-inclined agencies are building custom workflows using the DataForSEO API paired with tools like n8n and AI assistants.
Kyle Van Deusen
After spending 15 years as a graphic designer and earning a business degree, I launched my agency, OGAL Web Design, in 2017. A year later, after finding the amazing community around WordPress, I co-found The Admin Bar, which has grown to become the #1 community for WordPress professionals. I'm a husband and proud father of three, and a resident of the Commonwealth of Virginia.
