Sep 13, 2019 - 09:41 AM
With all these tools, it depends on the needs and the size of your site. For example, if you purely want competitor backlink information so you can use it for outreach, you'll probably be happy with a single source like Majestic and if you have a big enough budget, you'd add Ahrefs and potentially Moz to have completely different sources of information.
If you are looking for the SEO audit tools that are touted by SEMrush, BrightEdge, Ahrefs, Moz, or other tools, I'd say don't bother. These tools will never replace a quality SEO professional you could hire to perform an audit. The tools miss a lot of technical issues and could lead you into a bad course of action, especially without the human expertise needed to help you make smart decisions on strategy and actual execution.
If you are looking for rank tracking, then you need to study how many words you want tracked, how many competitors you want to track against, whether you want things like mobile tracking, city tracking, international tracking, multi-engine tracking, multi-language tracking, and things like the frequency of tracking, the abilities to add related keywords and on-demand SERP analysis.
Then all the tools differ on keyword data, domain authority measurements, and content gap analysis. In the grand scheme of things, all the tools are fairly similar and the difference in what you get spending $100 a month vs $2,000 a month isn't huge unless you are running a very large site with a very large team.
You should also consider whether you want to invest your time & money into doing SEO yourselves versus hiring someone who already has invested in these tools and in obtaining a deep knowledge base. Most often I find companies would be best off hiring an expert and investing their money & time in executing on the recommendations of the expert, rather than spending big money on tools that make nice reports, but don't cause any action to take place on your site.