Semrush
Umami
| Feature | Semrush | Umami |
|---|---|---|
| Pricing | Free / from $139.95/mo | Free / from $9/mo |
| Free Plan | ✓ Yes | ✓ Yes |
| Rating | 4.6 / 5 | 4.5 / 5 |
| Best For | digital-marketers, agencies, enterprise, ppc-managers | indie-developers, privacy-focused-sites, bloggers, small-businesses |
| Founded | 2008 | 2020 |
| Keyword Research | ✓ | ✗ |
| Site Audit | ✓ | ✗ |
| Rank Tracking | ✓ | ✗ |
| Competitor Analysis | ✓ | ✗ |
| Ppc Tools | ✓ | ✗ |
| Content Marketing | ✓ | ✗ |
| Social Media | ✓ | ✗ |
| Page Views | ✗ | ✓ |
| Custom Events | ✗ | ✓ |
| Realtime Dashboard | ✗ | ✓ |
| Utm Tracking | ✗ | ✓ |
| Multi Site | ✗ | ✓ |
| Api | ✗ | ✓ |
| Teams | ✗ | ✓ |
✓ Semrush Pros
- Most comprehensive marketing toolkit
- Excellent PPC and advertising tools
- Content marketing platform included
- Social media management built-in
✗ Semrush Cons
- Very expensive for small businesses
- Interface can feel overwhelming
- Some data less accurate for non-US markets
✓ Umami Pros
- Completely open-source and self-hostable for free
- Beautiful, clean dashboard interface
- No cookies required (GDPR/CCPA compliant by default)
- Lightweight script (under 2KB) does not slow sites
✗ Umami Cons
- Limited advanced analytics features
- No conversion funnel or cohort analysis
- Self-hosting requires database management
The Verdict
Semrush is built for digital marketers and agencies, with a focus on keyword-research and site-audit. Umami targets indie developers and privacy focused sites and leads with page-views and custom-events.
On pricing, Umami is the clear winner for budget-conscious users — starting at $9/mo compared to $139.95/mo for Semrush. That $130.95/mo difference adds up quickly for growing teams.
Both offer free plans, so you can test each with your real workflow before committing to a subscription.
This is a genuinely close comparison. If you can, sign up for both free trials (where available) and run a one-week test with your actual team tasks before deciding.