Serpstat is a Ukrainian-Czech SEO platform with a global keyword database and strong backlink analytics. Site Metrics Tool is a Russian rank-tracking service designed around dual integration with Google Search Console and Yandex Webmaster, with RUB billing and focus on the Russian market. The two are often pitched as alternatives, but they solve different problems. This piece breaks down who should pick which, without marketing fog: where Site Metrics Tool is objectively stronger, where Serpstat genuinely wins.
Yandex Webmaster integration
The headline criterion for anyone targeting the Russian market. Site Metrics Tool integrates with Yandex Webmaster via OAuth — one click in the dashboard and the platform syncs positions, clicks, impressions, backlinks and indexation every 6 hours. Serpstat has no first-class Yandex Webmaster integration in the form a Russian SEO actually needs. Serpstat collects Yandex ranking data via its own SERP scrapers, but that's not the same as direct Webmaster data: you don't see click and impression analytics, you don't get the Yandex backlink list, you don't track indexation through the same dashboards Yandex itself surfaces. A critical gap.
Google Search Console integration
Both services behave similarly here. Site Metrics Tool connects via OAuth and accesses the searchanalytics/query API: 16 months of history, accurate positions with clicks and impressions, country and device split. Serpstat supports GSC integration in roughly the same way. No fundamental difference. A small Site Metrics Tool edge — sync runs every 6 hours vs Serpstat's once-a-day, and history shows in a tighter table with intent/tag/source filters.
Pricing and payment methods
Serpstat starts at $59/mo for Lite, $109 for Standard, $249 for Advanced. USD-only, international cards or PayPal. For Russian users this is a major problem: since spring 2022 international payment networks largely don't work, PayPal is blocked for Russian accounts. Site Metrics Tool: Basic — 990 RUB (~$12), Pro — 2,490 RUB (~$31), Agency — 6,990 RUB (~$87). Pays via Mir cards through UnitPay, SBP, bank transfer for legal entities. For foreign users — PayPal to enosial@yandex.com. So Site Metrics Tool is 5–8× cheaper and accessible from Russia. For an agency with 5 projects that's 100,000+ RUB difference per year.
Per-Russian-city rank monitoring
Site Metrics Tool on Basic, Pro and Agency tracks positions per Russian city separately: 3 locations on Basic, 10 on Pro, 50 on Agency. Each measurement honours Yandex local geotargeting (lr= param) and uses an in-house SERP scraper for Google. For one keyword you see "Moscow position 3, St. Petersburg 8, Yekaterinburg 15". Serpstat supports geotargeting, but per-Russian-city granularity is limited: you can set Russia as the country and get one overall position, but a 50+ city split isn't in the standard plans. For local businesses this is decisive.
Keyword database
Where Serpstat objectively wins: a global database of 5+ billion keywords with up-to-date frequency, competition, CPC, SERP length data. Site Metrics Tool has no proprietary keyword database — we focus on monitoring what's already in your Search Console and Webmaster, plus a Wordstat integration for frequency checks. If your business critically needs deep keyword research for a new market or niche, Serpstat is genuinely more useful. If you already know your keywords and want to track their positions — Site Metrics Tool covers you.
Backlink analysis
Serpstat runs its own web crawler with a 17+ billion link database. For any domain you see the global link profile. Site Metrics Tool doesn't run a global crawler — we get backlinks via Yandex Webmaster API (for Russian domains that's the full referring-domain list) and offer no Google link data (Google doesn't expose a backlinks API, which limits everyone). For a Russian site Site Metrics Tool gives a more complete picture of inbound links via Yandex. For a global e-commerce ranking in the US, Serpstat covers more.
Speed and UX
Serpstat is a big platform with dozens of modules: keyword research, site audit, backlink analysis, rank tracking, project management, white-label reports. For an experienced SEO that's a plus; for a newcomer it's overload. The dashboard loads in 3–5 seconds, module switches take 1–2 seconds. Site Metrics Tool is a compact product focused on rank tracking. One dashboard, one keyword table, filters and alerts. Sub-second loads, everything in one screen. If your use case is "open in the morning, see what dropped, react" — Site Metrics Tool is faster. If you need an SEO Swiss-army knife with dozens of modules — Serpstat.
Support and interface language
Serpstat supports several languages, Russian included. Support runs in EE time zones, ticket replies within 24 hours in English or Russian. Site Metrics Tool: Russian and English interfaces, support@sitemetricstool.com replies within 3 hours during Moscow business hours. Docs fully in Russian. Support understands the Russian market specifics: they know what Wordstat is, they get the mobile-desktop split in Yandex per region, they don't re-explain Russian baseline realities every time.
Who fits where
If you target the Russian market, your site is indexed in Yandex, and you need a reliable, affordable tool for daily rank tracking with alerts — Site Metrics Tool. If you're an agency with global clients, doing deep keyword research for US or EU markets and actively working the global link profile — Serpstat. Hybrid scenario (Russian primary + a US secondary brand) — use Site Metrics Tool for the Russian project, keep Serpstat for the international one.
Should you switch from Serpstat
Switch scenario: you pay Serpstat $109/mo for Standard but only use rank tracking and the occasional site audit. 80% of the platform's features sit idle. In Site Metrics Tool for $31/mo (Pro tier) you get full rank tracking with Webmaster integration, 100 keywords per project, monitoring across 10 locations. Saves $78/mo or $936/year. Core functions (position tracking, drop alerts, history, competitor benchmarking) are all there. You lose backlinks and keyword research — but if your daily workflow doesn't use them, the switch pays off.
Frequently asked
Can I import data from Serpstat into Site Metrics Tool?
Keyword list — yes, via CSV (export from Serpstat → one-click import into Site Metrics Tool). Historical position data — no, each platform measures differently and merging is meaningless. After the switch you start with a clean history that accumulates in Site Metrics Tool from day one.
Does Site Metrics Tool have a free trial?
Yes — a permanent free tier: 1 project, 5 keywords, basic analytics. No card required. Enough to evaluate the interface and integrations before committing to a paid plan.
Is the Pro plan enough for an agency?
Depends on agency size. Pro is 2 projects, 100 keywords per project — fits an agency with 1–2 large clients. An agency with 5–10 clients needs Agency: 10 projects, 500 keywords per project, more locations, white-label reports.
What if I need both a rank tracker and keyword research?
Use Site Metrics Tool for rank tracking (its strength) and buy a one-off Serpstat Lite for a month or two when you need to gather a keyword list, then cancel. Optimal spend: you don't pay $109/mo forever for a feature you touch twice a year.
Does Site Metrics Tool work with non-Russian domains?
Yes — any domain works. The Yandex focus is just a unique edge for Russian sites; for Western-market sites we work as a standard Google rank tracker. GSC connects the same way, with one click.