Semrush vs Wave
A detailed, side-by-side comparison of Semrush and Wave. We compare features, pricing, ease of use, and value for money to help you make the right choice in 2026.
Reviewed by the Ikaroa team · Last updated: March 2026
Quick Verdict
Semrush edges ahead overall with a rating of 4.5/5. However, Wave (3.8/5) may be the better fit if you prioritise Freelancers and micro-businesses wanting genuinely free accounting and invoicing. Read on for the full breakdown.
Semrush vs Wave at a Glance
Semrush
★ 4.5Semrush is the most comprehensive SEO and digital marketing toolkit on the market. It offers keyword research, site audits, competitor analysis, backlink tracking, content marketing tools, and PPC research. Used by agencies and in-house marketing teams worldwide as their primary SEO platform.
Starting from: £100/month
Best for: Agencies and marketing teams wanting the most comprehensive SEO and digital marketing toolkit
Read full review →Wave
★ 3.8Wave is a genuinely free accounting platform for small businesses. It offers invoicing, accounting, receipt scanning, and financial reporting at no cost. Wave makes money through optional paid services like payroll, payments processing, and bookkeeping. Ideal for freelancers and micro-businesses on a tight budget.
Starting from: £0/month
Best for: Freelancers and micro-businesses wanting genuinely free accounting and invoicing
Read full review →Semrush vs Wave Feature Comparison
Here is how Semrush and Wave compare across the features that matter most. We have tested both platforms extensively across client implementations.
| Feature | Semrush | Wave |
|---|---|---|
| Free Plan Available | No | Yes |
| Starting Price | £100/month | £0/month |
| Best For | Agencies and marketing teams wanting the most comprehensive SEO and digital marketing toolkit | Freelancers and micro-businesses wanting genuinely free accounting and invoicing |
| Our Rating | 4.5/5 | 3.8/5 |
| Mobile App | Limited | Limited |
| Email Marketing | No | No |
| Automation | Limited | Limited |
| Reporting | Yes | Yes |
| Integrations | Limited | Limited |
| API Access | Limited | Limited |
| Ikaroa Exclusive Discount | N/A | N/A |
Semrush vs Wave Pricing
Pricing is often the deciding factor. Here is a full breakdown of what each platform charges at every tier:
Semrush Pricing
Pro
£100/month
- ✓5 projects
- ✓500 keywords to track
- ✓10,000 results per report
- ✓SEO, PPC, and research tools
Guru
£190/month
- ✓15 projects
- ✓1,500 keywords
- ✓30,000 results per report
- ✓Content marketing toolkit
Business
£350/month
- ✓40 projects
- ✓5,000 keywords
- ✓50,000 results per report
- ✓API access
Wave Pricing
Free
£0/month
- ✓Unlimited invoicing
- ✓Accounting
- ✓Receipt scanning
- ✓Financial reports
Pro (Payments)
2.9% + 30p per transaction
- ✓Online payments
- ✓Bank payments
- ✓Recurring billing
Pro (Payroll)
£16/month + £5/employee
- ✓Self-service payroll
- ✓Direct deposits
- ✓Tax filings
Not sure which to pick?
Our team has implemented both Semrush and Wave for clients. We can help you decide based on your specific needs.
Semrush Pros and Cons
✓Pros
- •Most comprehensive SEO toolkit available
- •Excellent keyword research database
- •Strong competitor analysis tools
- •Content marketing features included
- •Regular feature updates and improvements
✗Cons
- •Expensive, especially for individuals
- •Per-user pricing adds significant cost
- •Can be overwhelming for beginners
- •Some data can be less accurate for UK-specific searches
- •Learning curve for the full toolkit
Wave Pros and Cons
✓Pros
- •Completely free for core accounting and invoicing
- •No user or feature limits on free plan
- •Easy to learn for beginners
- •Receipt scanning via mobile app
- •No trial period or hidden fees for core features
✗Cons
- •Revenue comes from payment processing fees
- •No inventory management
- •Limited integrations
- •No project tracking or time tracking
- •Payroll only available in US and Canada
Our Verdict: Semrush vs Wave
Both Semrush and Wave are solid options, but they serve different needs. Having implemented both for multiple clients, here is our recommendation:
Choose Semrush if you need Agencies and marketing teams wanting the most comprehensive SEO and digital marketing toolkit. With a starting price of £100/month and a rating of 4.5/5, it offers most comprehensive seo toolkit available.
Choose Wave if you need Freelancers and micro-businesses wanting genuinely free accounting and invoicing. Starting at £0/month with a 3.8/5 rating, it excels at completely free for core accounting and invoicing.
Still not sure? Talk to the Ikaroa team. We have helped hundreds of businesses make this exact decision, and we are happy to point you in the right direction.
🎁 Get either product at a discount through Ikaroa Partners
Consider Open Doors Instead
Why choose between Semrush and Wave? Open Doors gives you the best features of both in one platform, for less. It is an all-in-one CRM with email marketing, SMS, funnels, booking, invoicing, automation, and more, starting at just £97/month with unlimited contacts.
Need implementation help?
Ikaroa can set up Semrush or Wave for your business, migrate your data, and train your team. We have done it dozens of times.
Free consultation. No obligation.