Short answer: Semrush is popular but controlled from outside the EU. If you want search optimisation (seo) with data under European jurisdiction, 6 reviewed alternatives are listed below (2 Swedish), ranked by our score, not by who pays us.
Semrush is an SEO and marketing tool with AI features that covers SEO, competitor analysis and broader digital marketing in one place. The free plan covers one demo project; the paid SEO plan starts at 117.33 USD per month with annual billing, around 1,100 SEK. The company is based in Boston and transfers data to the USA under standard contractual clauses.
Covers SEO, competitor analysis and broader digital marketing in one tool.
Market-leading data for SEO and competitor analysis.
The free plan only covers a demo project; the paid SEO plan starts at around 1,100 SEK per month.
Best for: A marketing agency or e-commerce business doing serious SEO and competitor analysis with a budget for a professional tool.
Swedish platform for newsletters, marketing automation and SMS with data processing within the EU/EEA and Swedish-language support. The free start holds 250 contacts, and as the list grows the cost follows upwards: Professional runs from 595 SEK/month for 2,500 contacts.
Swedish company (Stockholm, founded 2007), data processed within the EU/EEA according to the DPA
Free entry plan and personal Swedish support via email and phone
On the free plan you have room for 250 contacts, no more
Best for: Swedish e-commerce companies and SaaS businesses that want email, SMS and automation in one place with data storage within the EU/EEA
Swedish rank tracker tool that daily follows your Google rankings and has on-page analysis. Focuses on rankings and keywords rather than being a full all-in-one tool.
Swedish company headquartered in Stockholm with Swedish support
Low barrier to getting started, with an entry plan around SEK 539/month
Backlink and competitor data is thinner than in Semrush and Ahrefs
Best for: Swedish small businesses that want to follow their keyword rankings in a simple way and get support in Swedish.
EU/EEASearch optimisation (SEO)From approx 730 SEK/monthEU data storage ✓
Danish all-in-one SEO tool with keyword analysis, ranking, backlinks and on-page audit in a gamified interface. Simpler than the big professional tools, but with shallower data. Plans are priced in USD from 69 dollars per month, and primary data storage is in the EU according to the data processing agreement.
Danish company (Morningscore ApS in Odense) with Scandinavian, user-friendly design.
Everything in the same tool: ranking, keyword analysis, backlinks and on-page audit.
The data is both smaller and less accurate than in Semrush and Ahrefs.
Best for: A Nordic small business without an SEO expert that wants rankings, keywords and backlinks gathered in one place, and to understand the tool right away.
EU/EEASearch optimisation (SEO)FreemiumEU data storage ✓
German SEO tool with on-page auditing, rank tracking and technical analysis from a company in Nuremberg. The free plan suffices for a small website but is limited.
German company that according to the policy keeps data within the EU where possible
Useful free plan and low starting price for Premium
The big players have considerably larger backlink databases
Best for: Price-conscious small businesses that want to fix on-page and technical SEO with a European provider.
EU/EEASearch optimisation (SEO)From approx 1350 SEK/monthEU data storage ✓
German professional tool known for its Visibility Index and deep European search data. From EUR 119/month, no free tier. Built for agencies. A typical small business pays for more than it uses.
EU company (German) with market-leading data in DACH and Europe
Visibility Index gives a clear picture of visibility over time
Expensive starting price, aimed at agencies rather than small businesses
Best for: Agencies and companies that want deep, accurate European search data and long-term visibility tracking.
Check that you can export your data (the EU Data Act now gives you the right to switch cloud services with a maximum 2-month notice), set up the new tool in parallel and move gradually.
Remember: the Data Act gives you a legal right to get your data out and switch cloud services, with a maximum 2-month notice period.
Common questions
Why switch from Semrush?
Semrush is controlled from a country outside the EU. For non-sensitive use this is rarely a problem, but for customer data, personal data or the public sector a Swedish or European vendor means simpler GDPR work and no CLOUD Act exposure through ownership.
Are there Swedish alternatives to Semrush?
Yes, 2 of the alternatives below are Swedish. The rest are EU/EEA-based.
Are the alternatives as good?
It depends on your needs. We rank them by our overall score below. Some match Semrush feature for feature, others trade depth for data sovereignty. Read each review.
Ratings and labels are based on our verified data, see How we review. Some links are affiliate links; that never affects ranking.
