Tracking SEO keyword rankings is a bit like watching your garden grow - you put in the effort, but you’ve got to keep a close eye to make sure everything is heading in the right direction.
From our experience working across SEO campaigns, rank tracking is one of the most misunderstood parts of SEO. A lot of people treat it as a “reporting task”, but in reality, it’s one of the most important decision-making tools in the entire strategy.
We use rank tracking daily - not just to monitor performance, but to shape what we prioritise, what we optimise, and where we invest time.
The three tools we consistently rely on are:
- SEMrush
- Ahrefs
- Advanced Web Ranking
Each one plays a different role in how we approach SEO.
Quick Answer: What are the best rank tracking tools?
The best rank tracking tools are SEMrush, Ahrefs, and Advanced Web Ranking. Each offers powerful keyword tracking capabilities, with SEMrush providing an all-in-one SEO platform, Ahrefs excelling in backlink analysis, and Advanced Web Ranking offering highly customisable reporting at a more affordable price point.
Our Top 3 Best SEO keyword rank tracking Tools
Today, we’re talking about the top 3 rank tracking tools that’ll help you keep a firm grip on your SEO efforts. In our opinion the best keyword tracking tools are: SEMrush, Ahrefs, and Advanced Web Ranking.
So, let’s dive in and take a proper look at why we think these are the best keyword tracking tools.
1. SEMrush
We use SEMrush as our central SEO hub in most campaigns because it brings everything together - keyword tracking, competitor analysis, content insights, and SERP feature monitoring.
Where it becomes really powerful is not just in showing rankings, but in helping us understand why rankings are moving and what action to take next.
SEMrush is one of the best keyword tracking tools as it offers detailed rank tracking of your keywords, and competitors keywords. We love rank tracking on SEMRush as it allows us to gain insights into competitor keyword rankings, traffic, and strategies. Sometimes we feel like right noisy neighbors, but it helps!
Another nice touch is that SEMrush also tracks featured snippets, knowledge panels, and other SERP features. We can use this to target this prime real estate on Google to improve visibility.
SEMrush is not without fault though. All of the fancy features don't come cheap. So although its one of the best keyword tracking tools might be a bit out of reach for smaller businesses. Were talking a few hundred pounds a month to use the tool, and this can run into £1,000’s for enterprise level clients. If you do subscribe you definitely want to be using it each month, and using your credits as much as possible to get your money's worth.
How SEMrush is actually used
In practice, SEMrush isn’t just used to “check rankings”—it’s used to guide SEO strategy.
SEO teams use it to:
- Identify keywords sitting just outside page 1 and optimise them
- Monitor competitor keyword movements and spot opportunities
- Track the impact of content updates over time
- Target SERP features like featured snippets for extra visibility
It’s particularly useful for agencies and teams managing multiple campaigns, as it combines tracking, research, and reporting in one place.
What we’ve learned from using SEMrush across campaigns
Across multiple SEO projects, the biggest performance improvements don’t come from chasing new keywords - they come from improving existing ones.
SEMrush helps us spot:
- pages already gaining traction
- keywords stuck just outside high-traffic positions
- content that needs restructuring rather than rewriting
In many cases, this approach has been a key driver in improving overall lead quality and reducing wasted content production effort.
2. Ahrefs
Ahrefs is solid, reliable and straight to the point rank tracking tool. Ahrefs is known for its incredible backlink analysis, but it’s no slouch when it comes to rank tracking either.
Ahrefs key features is that it offers rank tracking for desktop and mobile, with options to track your progress on a daily, weekly, or monthly basis. What sets Ahrefs apart as one of the best is its focus on backlinks. It integrates backlink data into its rank tracking, giving you a deeper understanding of how your links impact your rankings.
Just like SEMrush, Ahrefs doesn’t come cheap. It’s a bit of an investment, but for serious SEOs, it’s well worth it. While it’s brilliant at rank tracking and backlinks, Ahrefs doesn’t cover quite as much ground as SEMrush in terms of overall SEO tools. However if you're mostly focused on backlinks, then this could be a better SEO keyword ranking tool.
How Ahrefs is actually used
Ahrefs is often used by SEOs who want deeper insights into performance drivers - not just positions.
In real workflows, it’s used to:
- Understand how backlinks influence ranking changes
- Analyse competitor link profiles alongside rankings
- Track keyword performance across devices and locations
- Identify which pages are gaining or losing authority
This makes it particularly valuable for link-building strategies and technical SEO analysis.
What we’ve learned from Ahrefs in campaigns
In real SEO work, we often find that:
- pages with strong backlinks recover faster after ranking drops
- competitors don’t always outrank due to better content - sometimes it’s stronger link profiles
- small authority gains can move multiple keywords at once
This is why we rarely look at rankings in isolation - we always cross-check them against backlink movement.
3. Advanced Web Ranking
Now, here’s one that doesn’t get as much attention, but it’s been around for years and is one of the best keyword tracking tools. AWR is known for being rock-solid when it comes to tracking rankings in detail. If you’re after precision and flexibility, AWR’s your tool.
AWR lets you create highly customisable reports, which is a bonus! If you’ve got managers or clients to impress then this feature is great for you. AWR control over reports and tracking, makes it perfect for agencies or larger businesses with these specific needs.
Like the other two pieces of software, AWR doesn’t just track organic rankings – it also keeps an eye on featured snippets, local packs, and other SERP features and, compared to SEMrush and Ahrefs, AWR is more budget-friendly, offering great value for the price.
On the down side, AWR’s interface isn’t as polished as SEMrush or Ahrefs, and it might take a bit of getting’ used to.
How Advanced Web Ranking is actually used
AWR is typically used where precision and reporting matter most.
In practice, teams use it to:
- Generate detailed, client-ready ranking reports
- Track keyword performance across multiple locations
- Monitor SERP features like local packs and featured snippets
- Analyse ranking trends over longer periods
It’s especially useful for agencies that need to present clear, structured reports to clients or stakeholders.
What we’ve learned from AWR in campaigns
Over time, we’ve found that:
- long-term trends matter more than daily fluctuations
- ranking volatility is normal—but trends reveal real performance
- clear reporting improves decision-making at leadership level
In many campaigns, this clarity has helped teams make better strategic decisions rather than reacting to short-term ranking movement.
How We Actually Choose Between These Tools
In practice, we rarely rely on just one tool.
We typically combine them like this:
- SEMrush → identifies opportunities
- Ahrefs → explains ranking changes
- Advanced Web Ranking → tracks progress over time
That combination gives us:
- visibility
- understanding
- accountability
Which is what actually drives SEO performance.
Final Thoughts On SEO rank tracker tool
To wrap things up, here’s some wisdom from Yorkshire's very own SEO expert, Liam Loughney:
“Rank tracking is all about consistency and understanding your competition. Whether you're using a top-tier tool like SEMrush or a more budget-friendly option lo track keyword rankings in the serps, remember that it’s the insight and action that make the difference. Keep a steady eye on your performance, adapt, and you’ll see results.
Conclusion
When it comes to SEO keyword rank tracking, you’ve got three solid options, each with its own strengths:
- SEMrush is your all-rounder, the software is packed with features beyond just rank tracking.
- Ahrefs is your go-to software for those focused on backlinks and competitive analysis.
- Advanced Web Ranking is the choice for those wanting precise, customisable SEO keyword rank tracking without breaking the bank.
In the end, the right SEO keyword ranking tool depends on what you need and how much you’re willing to spend. Whether you’re after an all-in-one software solution or something more focused, these three tools will keep your rankings in check so you can keep climbing’ that Google ladder. Just remember – hard work and smart tools will get you the result you need.
Additional Reading: Learn more about the importance of SEO backlinks and how to get them to your website.
FAQs
1. What is rank tracking?
Rank tracking is the process of monitoring where specific keywords appear in search engine results pages (SERPs) over time.
From our experience, it’s not just about checking positions—it’s about understanding movement. We use rank tracking to see which pages are gaining traction, which ones are slipping, and where small optimisation changes are having the biggest impact.
2. Why is rank tracking important for SEO?
Rank tracking is important because it shows whether your SEO strategy is actually working.
In practice, we use it to:
- identify keywords that are close to page 1 and worth prioritising
- spot drops before they significantly affect traffic
- measure the impact of content updates and optimisations
- understand competitor movement in real time
Without rank tracking, you’re essentially doing SEO without feedback.
3. How does a keyword rank tracker tool work?
Rank tracking tools simulate search queries and record where your website appears for specific keywords.
In real usage, tools like SEMrush or Ahrefs don’t just show positions - they also break down:
- desktop vs mobile performance
- location-based rankings
- SERP feature visibility (snippets, local packs, etc.)
- historical ranking trends
We rely on this data to understand not just where a page ranks, but why it behaves that way over time.
4. Can rank tracking tools track competitors’ rankings?
Yes—most modern tools allow competitor tracking.
In our campaigns, we regularly use competitor tracking to:
- identify keywords competitors are winning that we aren’t targeting yet
- monitor when competitors gain or lose visibility
- benchmark performance across shared keyword sets
- spot content gaps we can realistically compete for
This is one of the most valuable parts of tools like SEMrush.
5. How often should I check keyword rankings?
From experience, there’s a balance to strike here.
We typically:
- check weekly for most campaigns
- use daily tracking only for high-priority or volatile projects
- avoid overreacting to short-term fluctuations
Search rankings naturally fluctuate, so the real value comes from spotting trends over time, not day-to-day changes.
6. Are free rank tracking tools accurate?
Free tools can give you a general idea, but they’re limited.
In practice, we’ve found that free tools often:
- lack location-specific accuracy
- don’t update frequently enough
- miss SERP features
- provide limited historical data
Paid tools like SEMrush or Advanced Web Ranking are significantly more reliable for decision-making.
7. Do rank tracking tools impact my SEO rankings?
No—they don’t affect rankings directly.
Rank tracking tools simply simulate searches to gather data. They don’t change how Google ranks your website.
We’ve seen this misconception quite a lot, but in reality:
tracking tools observe SEO performance - they don’t influence it.
8. Can I track rankings for specific locations?
Yes, and this is especially important for local SEO.
In real campaigns, we often track rankings by:
- city
- region
- country
- sometimes even postcode-level targeting
This helps us understand how visibility changes depending on location, especially for businesses targeting multiple service areas.
9. How do I choose the right keywords to track?
From experience, this is where most SEO strategies go wrong.
We typically prioritise keywords that:
- align with business goals (leads, sales, enquiries)
- have clear user intent (not just traffic volume)
- are realistically rankable within current authority
- include both “quick wins” and long-term targets
It’s not about tracking everything - it’s about tracking what actually matters.
10. What should I do if my rankings drop?
Ranking drops are normal - but the response matters.
When we see drops, we typically check:
- whether competitors have improved content or links
- if there have been Google algorithm updates
- whether the page has lost backlinks or internal linking strength
- if on-page relevance has weakened over time
Then we decide whether to:
- re-optimise intent alignment
- update content
- improve internal linking
- strengthen backlinks
11. Can rank tracking measure ROI from SEO?
Not directly - but it contributes to it.
Rank tracking shows visibility changes, but we combine it with:
- organic traffic data
- conversions and leads
- engagement metrics
This combination gives a much clearer picture of ROI than rankings alone ever could.
12. What are the best keyword rank tracking tools?
From our experience, the most widely used tools are:
- SEMrush
- Ahrefs
- Advanced Web Ranking
Each serves a different purpose:
- AWR → precise tracking and reporting
- SEMrush → full SEO visibility
- Ahrefs → backlink + authority insights
13. How do local and mobile rankings differ from overall rankings?
Local and mobile rankings often behave differently from desktop results.
From what we’ve seen in campaigns:
- mobile rankings can fluctuate more frequently
- local rankings are heavily influenced by location and proximity
- desktop rankings tend to be more stable over time
That’s why we always separate these datasets when analysing performance in tools like SEMrush.
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