Assessing discrepancies across SEO tools in the collection of scholarly web metrics

Given the growing importance of academic search engine optimization (A-SEO) in enhancing research visibility, it is critical to understand how different SEO analytics tools impact quantitative research findings. This study compares four leading SEO analytics tools – Ahrefs, SEMrush, Serpstat, and Ubersuggest – using data from two well-known academic open-access mega publishers (MDPI and Frontiers) to assess the similarities of the web metrics provided, specifically organic keyword counts, keyword search volumes, and URL-based web traffic. Results show significant variation in the data, with a low overlap in organic keywords and URL-based web traffic across tools, suggesting that tool selection significantly determines findings. The study also highlights methodological challenges when comparing SEO tools, most notably differences in filtering procedures that jeopardize a rigorous comparison of tools. This work provides valuable insights for researchers and reviewers, offering guidelines to improve research designs and enhance A-SEO research transparency.