SEMrush Vs KWFinder: Which Tool Lets You Find Keywords Better?

SEMrush is one of the biggest SEO tools in existence today. But KWFinder is slowly catching on as a viable alternative.

So if you’re looking for a keyword tool, which one should you choose?

Do you go for a well-established brand? Or are you willing to try something different? What are the advantages and disadvantages of using one over the other? 

Today, let’s take a closer look at both SEO tools so you can decide which product works best for you and your business.

What Is SEMrush?

semrush homepage

The highly popular SEMrush is an all-in-one, cloud-based SEO service that serves multiple functions — all of which help grow your website and make it more prominent in search engines.

Many online marketers like the product because it opens the door for simplicity in their workflow. All the information they need to optimize their sites is conveniently made available in one location.

It has several features. All of them work together to provide valuable data you could use to plot a strong online marketing strategy.

On-Page SEO Research

SEMrush has a collection of features that lets you inspect your overall site health. Its main purpose is to detect if your domain is optimized for search engines.

on page seo research

The Site Audit feature gives your domain a health score. The higher it is, the better your chances of ranking in the search engine result pages or SERPs. You can see a breakdown of your score to reveal issues that haunt your site including missing/unoptimized metadata information, linking errors, and uncrawlable pages.

Content Analyzer is a feature that tracks your content. It works by utilizing your Google Analytics data to monitor your progress from one location. This means you no longer have to switch between Analytics and SEMrush to understand what’s going on with your pages.

The On-Page SEO Checker can scan your domain and suggest actions you could take to fix all the errors SEMrush detects.

Then there’s the Domain Overview feature. This allows you to spy on your competitors and get an idea of how well they’re performing as far as SEO goes. You get valuable data like their top-performing keywords, who they’re competing with, and their organic position distribution.

Traffic Analytics goes a bit deeper than Domain Overview. This feature analyzes your competitor’s performance on search engines. You’re able to understand how much traffic it’s getting and where its traffic comes from.

Keyword Research

Keyword research is one of SEMrush’s biggest features. Not only can you find keyword opportunities, but you also get to see what keywords your competitors use to rank their pages.

SEMrush has three main features for keyword research.

semrush keyword research

First, you have the Keyword Magic Tool. If you don’t know where to start with your keyword research, this is the tool for you. You simply enter a seed keyword — which could basically be any word or phrase that’s tied to your niche. It will then present you with several related keywords that you could optimize your pages for.

Then there’s the Keyword Difficulty feature. Getting keywords is not enough if you want to succeed. You’ll also need to know which keywords are actually viable. What Keyword Difficulty does is it shows you just how hard or easy it is to rank the keyword you provided.

Meanwhile, the Keyword Gap feature shows you what keywords your competition uses for its domain and tells you which ones you’re not optimizing for. It’s a great way to even the playing field.

Note: We’ll discuss these keyword-specific features in detail later on.

SEMrush also has features for starting or expanding your link building campaign. These link building features will tell you which sources link back to your domain. Not only that, but it can also look for possible opportunities you may not know exist.

semrush link building

Backlink Analytics, for example, lets you enter any domain (yours or your competitor’s) and tells you how many backlinks it has, how many domains link back, if the links are do-follow or no-follow, and other information that can help your link building campaign.

The Backlink Audit feature lets you know if there are spammy backlinks pointing to your site (among other factors) that cause your pages to go down in the SERPs.

There’s another feature called Backlink Gap that functions the same way as Keyword Gap. Only in this case, it looks at your competitor’s backlinks and gives you opportunities in the form of potential link sources that do not link to you yet.

The Link Building Tool can manage all of these opportunities and keeps track of your progress as you reach out to each source.

Content Marketing

SEMrush also helps you build better content for your website through its content research features. 

semrush content marketing

Topping the list of content features is Topic Research. It can generate post topics based on keywords that you provide. The topics given are based on related posts from your competitors. If you’re familiar with Buzzsumo, you’ll feel right at home with this feature.

The SEO Content Template feature gives you advice on how you can improve your content so it performs better on search engines. This gives you the best chances of outperforming your competitors in the SERPs.

Finally, the SEO Writing Assistant guides you as you draft your latest post. Not only does it ensure that you add all related keywords in your post, but it also checks your grammar, keeps your post within the right length, and checks it for readability.

Other Features

On top of everything mentioned, SEMrush also has social media features that let you compose and schedule social media posts. And there’s another feature that enables you to monitor brand mentions online so you can stay on top of negative feedback with ease.

If you’re into lead generation, there are features that support lead generation campaigns.

You can download the results of all the mentioned features through SEMrush’s reporting feature.

That about covers the basics of SEMrush. But what about KWFinder? What is it and what does it have to offer?

What Is KWFinder?

kwfinder homepage

KWFinder is technically not a standalone SEO tool as it comes as part of Mangools’ suite of products. That said, it is one of Mangools’ best offerings.

When you sign up for a Mangools subscription, you will get access to the following products.


SERPChecker is your way of gaining information about your toughest competitors. Through this tool, you can see how your business rivals perform in the SERPs.

mangools serpchecker

How does it work?

You simply enter your target keyword. SERPChecker will then display the top SERP results for the term you provided. You will also see other relevant information like the ranking pages’ DA and PA scores.

The goal is to find your competitor’s strengths and weaknesses through the data that SERPChecker provides.


If you want to monitor how your domain is performing in the SERPs for your target keywords, then you’ll need SERPWatcher.

mangools serpwatcher

You just provide the keywords you want SERPWatcher to track and the tool start to monitor the daily rankings.

That way, you’ll know if your SERP placement has gone up or down. And the best part is that the tool reports changes to you on a daily basis.

If there are significant ranking changes, SERPWatch will send an email alert.

LInkMiner is Mangools’ own backlink checker tool. Not only does it let you know what sites link back to you, but you also see how powerful these backlinks are.

mangools link miner

LinkMiner makes link building a snap as it can store backlinks with the best potential in a list. So if you ever decide to conduct link building outreach, you have a solid database at your disposal.


SiteProfiler comes in handy whenever you need to check the SEO authority of any domain or page.

mangools siteprofiler

SiteProfiler uses Moz and Majestic metrics to score a domain. You can even see a page’s Alexa Rank and Facebook shares so you have a better understanding of how a page currently performs.

You can also use this product to check your backlinks. If the linking domain has a low score, you can consider disavowing it to improve your ranking.

There’s another way to use SiteProfiler though. You can identify your competitor’s best content and use that as inspiration for your next article or blog post.


And finally, there’s KWFinder — the star of the show. As the name implies, KWFinder lets you find the best keywords with the lowest difficulty.

magnools kwfinder

One neat feature of this product is that it lets you see the historical data of any given keyword. That means you can build your keyword campaign based on historical trends and not just a keyword’s current standing.

Even better, you can search for popular keywords based on location. If you have a local business, you can discover related keywords that are popular in your area of operation.

Note: We’ll explore KWFinder’s other features in a later section. Also, the remainder of this post will mostly focus on KWFinder and SEMrush as keyword research tools. You are, after all, trying to figure out which tool lets you find keywords better. 

How Are SEMrush and KWFinder Similar?

We have to admit: If all you need is the basic ability to find keywords to target, then you can’t go wrong with either option.


Because both tools share this ability. And both tools do an admirable job of showing not only your competitor’s keywords but undiscovered ones too.

Similarity #1: Both Tools Come With Other SEO Features

As we said before, both of these tools come with other features outside of keyword research. And you could look at it in two ways. 

You either love the fact that you’re getting more functionality for what you’re paying or you dread the idea that you have to pay more for what you don’t need.


We see this as a positive. That’s because if you’re serious about your SEO goals, you’ll have to pay for these features eventually. 

And having them all in one place not only makes it more convenient for users, but it also means you’re paying less since everything comes in one package.

But do keep in mind that since SEMrush positions itself as a one-stop-shop for all your SEO needs, that means its SEO features are way more extensive.

Similarity #2: Both Tools Have Keyword Generation Capabilities

For those who have never done keyword research before, they might have no idea where to begin once they sign up for a keyword research tool.

Fortunately, both SEMrush and KWFinder makes it easy to get started.

SEMrush has its Keyword Magic Tool that comes up with keyword suggestions from one seed keyword or phrase.

semrush keyword magic tool

You’re given a wide range of keywords to choose from. And all of the results have metrics attached so you can make informed decisions on which keyword to focus on.

There’s even an option to select which country you want rankings for. So if you’re based in Canada, you get results only for that region.

You can even filter the results so you only see the keywords that would benefit you most.

It’s really a solid tool for keyword research and discovery.

Not to be outdone, KWFinder also lets you discover new terms based on a seed keyword.

kwfinder keyword research

And like SEMrush, KWFinder also displays metrics to help you distinguish the good keywords from the bad.

The trend column tells you the search volume for the selected keywords for the past year. The Search column shows you the monthly search volume on Google. PPC is where you find out how competitive the selected term on Google AdWords. CPC is the average cost-per-click on Google Ads. 

KD or Keyword Difficulty is a score that indicates just how hard it is to rank that keyword.

Similarity #3: Both Tools Have Keyword Caps

Both SEMrush and KWFinder set caps on how many keywords you can search for at a given time.

In the case of KWFinder, you only have 100 keyword lookups per day (for the base plan). Do note, however, that adding keywords through its keyword upload feature counts as one keyword lookup. So it is still possible to add multiple keywords and not exceed the daily limit.

SEMrush has a 250 keyword metric update limit per month.

Similarity #4: Both Tools Offer Position Tracking

SEMrush allows its users to track keyword positions in the SERPs. This is possible through the Position Tracking feature. 

semrush rankings distribution

Here you can compare keyword rankings with your competitor. It will show you if you’ve gone up or down the SERPs and how big the difference is between the two of you.

As for KWFinder, you can use the bundled SERPWatcher to track how your keywords perform in the search engine rankings.

It’s important to point out that with SEMrush, there’s a limit on how many keywords you can track. As to how many, it will depend on what plan you subscribe to. The limit could be 500; 1,500; or 5,000 keywords per day.

Similarity #5: Both Tools Can Research Competitors

If spying on your competitors is one of your objectives, you can use SEMrush or KWFinder to do it.

SEMrush’s Keyword Gap feature is more than capable of finding keywords that your competition uses to rank in Google. 

semrush keyword gap

Keyword Gap lets you compare keywords for up to five competitors at once. 

Once you run the tool, you’ll see the number of keywords you have in common along with the list of keywords you share. You can analyze each keyword and see the exact pages that rank for a selected term.

Over at KWFinder, you can use the Competitor Insights feature to see your competitor’s keyword strategy. 

siteprofiler competitor insights

Here you can see a list of sites that share similarities with yours based on common keywords and visitors.

Do keep in mind that KWFinder’s Basic plan only covers up to 25 competitor keywords. The good news is that the higher plans raise the limit to 1,000 organic and 1,000 paid keywords for location-specific keywords and 2,000 organic and 2,000 paid keywords when the location is set to “anywhere”.

Similarity #6: Both Tools Offer Free Trials

It might not seem like a lot, but having the ability to test a keyword research tool for free can make someone choose one over the other.

Thankfully, both SEMrush and KWFinder have free trial options. 

KWfinder’s 10-day free trial lets you perform 5 lookups per day. It also offers 25 related and 10 competitor keywords within that time.

And the best part is that you don’t need to enter your credit card information. If you eventually subscribe to one of KWFinder’s plans, there is a 48-hour money-back guarantee.

SEMrush, for its part, offers a 7-day free trial.

How Are SEMrush and KWFinder Different?

Here now are some of the differences that set both SEMrush and KWFinder apart from one another.

PricingPro — $99.95/month
Guru — $199.95/month
Business — $399.95/month
Basic — $29.90/month
Premium — $39.90/month
Agency — $79.90/month
Historical DataNot included in the Basic planAvailable on all plans
Access to FeaturesLimitedFull Access
User AccessAdditional $200/month/user1 on Basic plan. Up to 3 on Premium. Up to 10 on Agency.

Difference #1: Pricing Strategy

Let’s start with a big one. Pricing usually plays a big role when deciding which keyword research tool to purchase.

And in the case of SEMrush versus KWFinder, the price difference is quite substantial.

SEMrush, as an all-in-one SEO tool, has premium pricing. 

semrush pricing

The most affordable option—which is their Pro plan—is set at $99.95/month. The next plan up is Guru and it costs $199.95/month. The Business plan is $399.95/month.

Those who need a custom plan can inquire about SEMrush’s Enterprise option.

Each additional user will set you back an additional $200/month.

KWFinder is more budget-friendly.

mangools pricing

Mangools Basic (which includes KWFinder) is only $29.90/month. The Premium plan raises the base price to $39.90/month while the Agency plan is set at $79.90/month.

Difference #2: Historical Data

SEMrush’s Pro plan does not include historical data. If that feature is important to you, you would have to subscribe to either the Guru or Business plan.

semrush historical data

We would like to point out, however, that SEMrush’s historical data stretches all the way back to 2012. KWFinder’s Monthly Searches chart only goes back to 2014.

But with KWFinder, you can see the historical data of a keyword up to 2004 through Google Trends.

Difference #3: Access to Features

From what we can tell, most features on KWFinder are available right out of the box. The only difference between each plan is the limit to how the limit set on keyword lookup and tracking.

You will have access to the other products offered by Mangools without issue.

With SEMrush, however, some features that set it apart from Mangools have to be unlocked by subscribing to a higher tier plan. We’ve already mentioned historical data. But some of the other features like topic research or brand reputation are also only available in the Guru and Business plans.

This shouldn’t matter if all you’re after is SEMrush’s keyword research capabilities but its still worth mentioning.

Difference #4: User Access

With SEMrush, you’d have to pay an additional $200/month for every user you want to give access to.

KWFinder’s Basic plan only allows one person to access the tool at a time. But when you subscribe to the higher plans, three to ten people can use a single login simultaneously.

mangools user access

What’s Better About SEMrush?

Here’s a list of SEMrush’s other advantages.


You can set multiple projects with SEMrush. This is especially useful if you’re monitoring multiple sites at once.


You can use SEMrush’s other features in combination with its keyword research capabilities to develop a comprehensive marketing strategy.


There is ample customer support. Not only is there a lot of documentation available online, but you can also get in touch with representatives via phone, email, or live chat.

What’s Better About KWFinder?

Here’s a list of KWFinder’s other advantages. 


Given how powerful KWFinder is, their pricing isn’t bad at all. You’re getting a lot considering how cheap it is compared to SEMrush.

Focused on Keyword Research

While Mangools does offer other products, make no mistake. Keyword research is its bread and butter.

Ease of Use

In our opinion, KWFinder is a more straightforward tool to use. Meaning it’s probably the better choice for beginners.

Who Should Get SEMrush?


SEMrush would appeal more to people who want a well-rounded SEO tool. It’s for those who want to accomplish more than keyword research. It’s for those who plan on developing a complete SEO plan.

Who Should Get KWFinder?


KWFinder is better suited for online marketers who already know what they need since this product focuses mostly on keyword research. Those who work with a tight budget might benefit from KWFinder’s cheaper pricing. 

It’s a great starting tool for those who have never worked with SEO research tools before.