Ahrefs and Semrush are powerful SEO tools built for enterprise search. Neither was designed primarily for Google Maps ranking. Here's an honest comparison of what each does well for local SEO and where Flento fills the gaps.
The comparison between Ahrefs and Semrush comes up constantly in SEO discussions. Both are enterprise-grade tools with deep feature sets and price tags to match. For local businesses doing their own SEO, or for agencies managing local clients, neither tool was built with local search as the primary use case.
That's not a criticism. It's a feature-match problem. If your goal is Google Maps Pack ranking, review management, and local keyword tracking, you're using a power drill when you need a screwdriver.
This guide breaks down what Ahrefs and Semrush actually do well for local SEO, where they fall short, and how Flento fits into the comparison as a tool built specifically for local search.
For another option worth evaluating, read our MozBar alternative comparison.
Ahrefs is primarily a backlink analysis and organic search research tool. For local SEO specifically, it's most useful for:
Keyword research: Ahrefs' Keywords Explorer lets you research local keyword variations, "plumber Austin TX," "emergency plumber near me", with search volume data, keyword difficulty scores, and SERP preview. This is useful for planning content and service page strategy.
Competitor backlink analysis: If you're trying to understand why a local competitor ranks above you in organic search (not Maps Pack), Ahrefs' Site Explorer shows their backlink profile. You can identify local links they have that you're missing, local directories, news mentions, partnership links.
Content gap analysis: Ahrefs' Content Gap tool compares your website to competitors and shows which keywords they rank for that you don't. For local service area pages, this can surface city-level gaps in your content strategy.
What Ahrefs doesn't do for local SEO:
Ahrefs pricing starts at $129/month. For a local business primarily focused on Maps Pack ranking, the core local SEO features aren't included at any tier.
If that tool is on your shortlist, see our Semrush Local alternative breakdown.
Semrush has invested more heavily in local-specific features than Ahrefs. Their "Local" toolkit (available as an add-on) covers some local SEO territory:
Keyword research with local intent: Semrush's Keyword Magic Tool can filter for local intent queries and provides "Local Pack" SERP feature data, showing which keywords trigger Map Pack results.
Semrush Local add-on (separate subscription): The Semrush Local product includes:
The catch: this is a separate subscription on top of Semrush's base plan, which starts at $140/month. The Local add-on starts at approximately $40/month additional, making the total $180+/month for local-specific features.
What Semrush doesn't do as well for local:
The overlap problem: Semrush was built for enterprise SEO and has bolted on local features. For agencies managing national brands with some local presence, Semrush is a reasonable single platform. For local-focused businesses or agencies, you're paying for a lot of features you'll never use.
For another option worth evaluating, read our Places Scout alternative comparison.
Flento was built specifically for the local search use case, Google Business Profile management, Maps Pack ranking, review management, and citation health for local businesses and the agencies that serve them.
Core Flento features:
Local Keyword Rank Tracker: Weekly tracking of your Google Maps position for target keywords. Tracks at the city/zip-code level rather than just national or regional averages, because local SEO rank is location-specific.
Google Business Profile Optimizer: GBP completeness scoring, optimization recommendations, and change monitoring. Flags when competitors make changes that might affect your ranking.
Google Review Management Software: Review monitoring, automated review request workflows, response templates, and sentiment analysis. Manages Google reviews and monitors platforms like Yelp and Facebook.
Business Listing Management Software: NAP consistency monitoring and citation distribution to major directories. Flags inconsistencies before they affect local rankings.
Local Competitor Analysis Tool: Real-time monitoring of your top Maps Pack competitors, their review trajectory, GBP changes, and ranking position, so you know when competitive gaps open up.
AI Local SEO Software: AI-powered recommendations for GBP improvements, review responses, and local keyword opportunities specific to your business type and market.
| Feature | Ahrefs | Semrush | Flento |
|---|---|---|---|
| Local keyword research | Strong | Strong | Moderate |
| Backlink analysis | Best-in-class | Strong | Not included |
| National/organic rank tracking | Strong | Strong | Not included |
| Google Maps rank tracking | No | Add-on | Core feature |
| GBP management | No | Add-on | Core feature |
| Review monitoring | No | Add-on | Core feature |
| Review request automation | No | No | Core feature |
| Citation monitoring | No | Add-on | Core feature |
| Competitor GBP monitoring | No | Limited | Core feature |
| Content gap analysis | Strong | Strong | Not included |
| Starting price | $129/month | $140/month | Lower than both |
| Built for local search | No | Partially | Yes |
Use Ahrefs if:
Use Semrush if:
Use Flento if:
The most common real-world answer: Most local businesses and local SEO agencies use Flento for their local-specific workflow (GBP management, rank tracking, review management) and one of the enterprise tools for the content/keyword research tasks that require their deeper data sets. The tools aren't mutually exclusive.
For agencies specifically, the tool question has an additional dimension: client reporting.
Semrush: Has a better native reporting and client portal infrastructure for agencies. White-label reporting, client dashboards, and agency management features are built in at higher tiers.
Ahrefs: Stronger SEO analysis capabilities, better for auditing new client accounts. Less robust client reporting infrastructure.
Flento: Built for local agency operations, managing multiple client locations, tracking Maps Pack positions, sending review requests at scale, generating local SEO reports. The multi-location management features are specifically designed for agencies.
For agencies whose core service is local SEO (Google Maps, GBP management, reputation management), Flento's agency plan provides the operations layer that Ahrefs and Semrush don't offer.
At the local business level, the budget question is significant.
| Scenario | Monthly Cost |
|---|---|
| Ahrefs Lite | $129/month |
| Semrush Pro + Local add-on | ~$180/month |
| Flento Business plan | See pricing |
| Ahrefs + Flento together | Most comprehensive local setup |
For a local business owner doing DIY local SEO, paying for enterprise keyword research tools when you have access to Google Search Console's free keyword data is often overkill. The free tools from Google (GBP, Search Console, Analytics) combined with a purpose-built local tool like Flento covers 90% of a local business's actionable needs.
Is Ahrefs or Semrush better for local SEO? Semrush has more local-specific features through its Local add-on. Ahrefs has stronger organic search research capabilities. Neither was designed primarily for Google Maps optimization. For businesses whose primary goal is Maps Pack ranking, a tool like Flento that's built specifically for local search provides better value than either enterprise platform.
Do I need Ahrefs or Semrush for local SEO? No. Many local businesses achieve top Maps Pack rankings using Google's free tools (GBP, Search Console) plus a local-focused tool for rank tracking and review management. Enterprise SEO tools become valuable when you're running a content-heavy SEO strategy, have multiple national competitors to analyze, or are doing serious backlink building.
Can Semrush replace Google Business Profile management? No. Semrush's Local add-on provides some GBP monitoring features but doesn't replace the functionality of directly managing your GBP through Google. Think of it as a reporting layer, not a management platform.
What does Flento offer that Ahrefs and Semrush don't? Flento provides Google Maps rank tracking at the city/zip level, GBP optimization recommendations, automated review request workflows, and local competitor GBP monitoring. These are features neither Ahrefs nor Semrush offers natively, they're tools designed for organic and paid search, not specifically for Google Maps ranking.
Ahrefs and Semrush are excellent tools for the SEO use cases they were designed for: content strategy, backlink analysis, competitive keyword research, and enterprise SEO audits. They aren't designed primarily for Google Maps optimization.
If your goal is to rank in the Local Pack, manage your GBP, and build a review strategy that compounds over time, you don't need a $129/month enterprise tool that happens to have some local features. You need a tool that was built for the specific problems of local search.
Use the right tool for the job. For local SEO, that's what Flento was built to be.
