Why Are Rankings Different On SEMrush Than Ahrefs

Last Tuesday morning, I got a panicked call from a client at 7 AM.

“Something’s wrong with our rankings!” she said, her voice shaking. “SEMrush shows us at position 3 for our main keyword, but Ahrefs says we’re at position 7. Which one is lying to us?”

I could hear the anxiety in her voice. She’d been tracking rankings religiously every morning, and these conflicting numbers had her convinced either the tools were broken or Google was playing tricks on her.

The truth? Both tools were showing accurate data. They just measure rankings differently.

After explaining the reasons behind the discrepancies, she laughed with relief. “Why doesn’t anyone talk about this? I’ve been stressing about nothing!”

That conversation inspired this guide. Today, I’m going to explain exactly why are rankings different on SEMrush than Ahrefs, what causes these variations, and most importantly, which numbers you should actually trust.

By the end, you’ll understand that ranking differences aren’t errors or glitches. They’re the natural result of how these tools collect and process data.

Understanding How Rank Tracking Actually Works

Before we dive into why SEMrush and Ahrefs show different rankings, let’s establish how these tools track positions in the first place.

The simple version: Both platforms use automated systems to search Google for your target keywords, then record where your website appears in the results.

The complex reality: Google’s search results vary dramatically based on dozens of factors. The position your site occupies isn’t a single, fixed number. It’s a range that shifts constantly depending on who’s searching, where they’re searching from, and when they’re searching.

Think of it like asking “What’s the temperature outside?” The answer depends on where you’re standing, what time it is, and how the weather station measures temperature. Similarly, keyword rankings depend on location, device, personalization, and measurement methodology.

SEMrush and Ahrefs both try to provide a standardized answer to “What position does this website rank at?” But they make different choices about how to measure, creating variations in their reported rankings.

Neither tool is wrong. They’re just looking at the data through slightly different lenses.

The Primary Reasons Rankings Differ Between SEMrush and Ahrefs

Let me break down the main factors causing ranking discrepancies between these two popular SEO tools.

1. Different Data Collection Methods

This is the biggest reason for ranking variations.

How SEMrush collects ranking data:

SEMrush performs searches from specific data centers using standardized parameters. They query Google’s search API and record the organic results they see.

Their system is designed to minimize personalization and provide what they consider the “true” organic ranking. They update rankings at different frequencies depending on your subscription level and keyword importance.

How Ahrefs collects ranking data:

Ahrefs also queries Google regularly, but they use their own methodology for determining standard search results. They have their own infrastructure and data collection systems that operate independently from SEMrush.

Their crawler performs searches from their designated locations and records the positions as they observe them.

Why this causes differences:

Even if both tools search at the exact same moment, they might query different Google data centers. Google operates hundreds of data centers worldwide, and results can vary slightly between them.

Imagine two people checking the weather from two different weather stations in the same city. They might get readings that differ by a degree or two, even though they’re measuring the same basic conditions.

That’s exactly what happens with SEMrush and Ahrefs. They’re both measuring your rankings, but from slightly different vantage points in Google’s infrastructure.

2. Update Frequency and Timing

Rankings change constantly throughout the day. The timing of when each tool checks can create apparent discrepancies.

SEMrush update schedule:

SEMrush updates rankings on different schedules based on several factors:

• Keyword importance and search volume
• Your subscription level
• Competitive volatility in your niche
• Historical ranking stability

High-priority keywords might update daily, while lower-priority ones update weekly or even monthly.

Ahrefs update schedule:

Ahrefs also varies update frequency based on factors like:

• Keyword search volume
• Your subscription tier
• How recently you added the keyword
• Current ranking position

The timing gap problem:

Let’s say SEMrush checks your ranking at 2 PM on Monday, and you’re at position 5. Then Google makes an algorithm adjustment or your competitor publishes new content. By the time Ahrefs checks on Tuesday morning, you’ve dropped to position 7.

SEMrush still shows position 5 (accurate when they checked). Ahrefs shows position 7 (accurate when they checked). Both are correct for their respective check times, but they appear contradictory if you’re comparing them side by side.

Real example from my experience:

I was tracking a keyword for an e-commerce client that was extremely volatile. The product was trending, and competition was fierce.

On Wednesday morning:

• SEMrush showed position 4 (checked at 3 AM)
• Ahrefs showed position 8 (checked at 11 AM)

I manually verified in an incognito browser at noon. We were actually at position 6.

All three measurements were accurate. Rankings had genuinely fluctuated that much throughout the morning. This wasn’t tool error but real ranking volatility captured at different moments.

3. Geographic Location Differences

Google personalizes results based on geographic location. Rankings in New York differ from rankings in Los Angeles, which differ from rankings in London.

SEMrush location settings:

When you set up rank tracking in SEMrush, you specify a target location. SEMrush then performs searches as if they’re coming from that location.

You might set your location to “United States” or get more specific with “New York, NY” or even “10001 ZIP code.”

Ahrefs location settings:

Ahrefs offers similar location targeting, but their implementation might differ slightly. The exact methodology for simulating location can vary between tools.

Why location matters:

A local business ranking check for “plumber” will show completely different results in Chicago versus Miami. Even broader searches can have geographic influences.

If you’ve set different locations in SEMrush and Ahrefs, even slightly different ones like “United States” in one tool and “California” in another, you’ll see ranking differences.

The solution:

Always configure identical location settings in both tools. Match the granularity too. If you use ZIP code level tracking in one, use it in both.

4. Device Type and Search Parameters

Google shows different results on mobile versus desktop. The tools handle this differently.

Desktop vs. mobile rankings:

Mobile results often include local packs, map results, and different SERP features than desktop. A website might rank position 3 on desktop but position 7 on mobile due to local results pushing organic listings down.

How tools handle device differences:

Both SEMrush and Ahrefs let you specify device type, but you need to ensure you’re comparing apples to apples.

If SEMrush is checking desktop rankings and Ahrefs is checking mobile rankings, differences are expected and normal.

Additional search parameters:

Both tools attempt to provide “clean” results without personalization, but they might handle factors like:

• Search history simulation
• Logged-in vs. logged-out states
• Safe search settings
• Language preferences

These subtle parameter differences can shift results by a position or two.

5. SERP Feature Counting Methods

Modern search results include numerous SERP features beyond the traditional ten blue links. How tools count positions with these features can create discrepancies.

SERP features that complicate counting:

• Featured snippets (position zero)
• Local pack results
• Knowledge panels
• Shopping results
• Image packs
• Video carousels
• “People Also Ask” boxes
• News boxes

The counting dilemma:

Let’s say a search query triggers:

1. Featured snippet
2. Local pack (3 businesses)
3. First organic result

Is that first organic result position 1 or position 5?

SEMrush’s approach:

SEMrush might count it as position 1 in organic results, treating SERP features separately.

Ahrefs’ approach:

Ahrefs might count all visible results, making that first organic result position 5.

Both methods are defensible. They’re just different philosophies about what “position” means in modern search results.

Case study from my work:

A client’s homepage appeared immediately after a featured snippet and local pack.

SEMrush reported: Position 1 Ahrefs reported: Position 4 Google Search Console reported: Position 5

All three were measuring accurately based on their respective methodologies. SEMrush counted only organic results. Ahrefs counted everything visible. GSC used its own internal calculation.

Understanding this explained the discrepancy completely.

6. Personalization and Search History

Even in “clean” searches, some personalization can leak through. The tools try to minimize this, but complete elimination is impossible.

How personalization affects rankings:

Google considers hundreds of personalization factors:

• Previous search history
• Browsing behavior
• Location history
• Device preferences
• Past clicks on similar results

Even in incognito mode, some signals still influence results.

Tool attempts to neutralize personalization:

Both SEMrush and Ahrefs try to get “standard” results by:

• Using clean browser environments
• Disabling cookies and history
• Making searches appear anonymous
• Using API access when available

But they might not achieve identical levels of depersonalization, causing minor ranking variations.

7. Database and Index Size Differences

This factor is less about rankings and more about which keywords each tool tracks and discovers.

SEMrush’s keyword database:

SEMrush claims to track billions of keywords across multiple countries and languages. Their database is constantly expanding based on search trends and user additions.

Ahrefs’ keyword database:

Ahrefs also maintains a massive keyword database with its own crawling and discovery systems.

The overlap and gaps:

While both tools have extensive coverage, they don’t track identical keyword sets. A keyword might:

• Exist in SEMrush but not Ahrefs
• Have historical data in one but not the other
• Be updated more frequently in one tool

This affects not just the ranking numbers but whether a keyword appears at all in your tracking.

Real-World Scenario: Breaking Down a Specific Example

Let me walk you through a real situation that perfectly illustrates these differences.

The setup:

My client runs a SaaS platform for email marketing. We tracked the keyword “email automation software” in both SEMrush and Ahrefs.

One Monday morning, the client checked both tools:

SEMrush showed: Position 4 Ahrefs showed: Position 7

Naturally, she was confused and concerned.

The investigation:

I logged into both tools and examined the details:

SEMrush specifics:

• Last updated: Sunday at 11 PM
• Location: United States (country level)
• Device: Desktop
• Counting method: Organic results only

Ahrefs specifics:

• Last updated: Monday at 6 AM
• Location: United States, California
• Device: Desktop
• Counting method: All visible results

The findings:

First, there was a 7-hour gap between checks. Rankings can fluctuate overnight, especially in competitive niches.

Second, the location settings weren’t identical. Country-level versus state-level targeting can produce different results, especially for commercial keywords where Google considers local business relevance.

Third, the keyword triggered a featured snippet and a “People Also Ask” box. SEMrush counted our position as 4th organic result. Ahrefs counted all elements, making us the 7th visible item on the page.

The manual verification:

I performed manual searches in incognito browsers:

• From a general US IP: Position 5
• From a California IP: Position 6
• On mobile device: Position 8 (due to additional SERP features)

The conclusion:

All the numbers were accurate within their respective contexts. There was no error, no bug, no cause for concern. Just different measurement methodologies capturing rankings at different moments with slightly different parameters.

Understanding this transformed my client’s relationship with rank tracking. She stopped obsessing over exact positions and started focusing on directional trends instead.

Which Tool Should You Trust for Rankings?

This is the question everyone asks after discovering these differences.

The answer might surprise you: Neither tool is definitively more accurate. They’re measuring different things.

However, here’s my practical framework for using both:

Use SEMrush when:

You need comprehensive competitive intelligence. SEMrush excels at showing you the complete competitive landscape, including advertising data, organic research, and traffic analytics all in one platform.

You want integrated marketing insights. Beyond just rankings, SEMrush provides social media data, content analysis, and PPC information that helps inform broader strategy.

You value faster updates for critical keywords. SEMrush tends to update high-priority keywords more frequently, giving you quicker insight into ranking changes.

You need client reporting tools. SEMrush’s reporting features are robust and client-friendly, making it easier to create professional reports.

Use Ahrefs when:

Backlink analysis is crucial. Ahrefs has the largest and most frequently updated backlink index in the industry. If links are your focus, Ahrefs typically provides more comprehensive data.

You want content research features. Ahrefs’ Content Explorer is exceptional for finding popular content in your niche, identifying link opportunities, and understanding what resonates with audiences.

You prefer their interface. Many users find Ahrefs more intuitive and easier to navigate. If you’ll use the tool more often because you enjoy the experience, that’s valuable.

You need detailed SERP analysis. Ahrefs provides excellent SERP feature breakdowns and visibility into exactly what appears in search results.

The best approach: Use both strategically

Here’s what I do for my clients:

Use SEMrush as the primary tracking tool because it integrates well with our broader marketing analytics and provides excellent competitive intelligence.

Use Ahrefs for monthly deep dives into backlink profiles, content opportunities, and competitor strategies.

Compare trends, not absolute positions. Instead of worrying that SEMrush shows position 4 and Ahrefs shows position 7, I look at whether both are trending upward, downward, or stable.

Cross-reference with Google Search Console. GSC provides actual performance data directly from Google. Use it as the tiebreaker when tools disagree.

Google Search Console: The Ultimate Ranking Authority

Speaking of Google Search Console, let’s talk about why it should be your primary reference point.

What makes GSC special:

GSC data comes directly from Google. It’s not estimated or approximated. It’s the actual performance of your pages in search results.

GSC shows you:

• Average position for every query
• Impressions and clicks
• Click-through rates
• Performance trends over time

Why GSC differs from both SEMrush and Ahrefs:

GSC reports average position across all searches for a keyword, accounting for:

• All geographic locations
• All device types
• All personalization factors
• All times of day

Third-party tools show you a snapshot from specific conditions. GSC shows you the complete picture.

The practical approach:

Use SEMrush or Ahrefs for:

• Discovering ranking opportunities
• Tracking competitor positions
• Understanding the competitive landscape
• Planning content strategy

Use Google Search Console for:

• Validating actual performance
• Measuring real traffic and clicks
• Identifying pages that need optimization
• Understanding search query variations

Example of this in practice:

For a recent client project:

• SEMrush showed average position 6 for target keyword
• Ahrefs showed average position 8
• GSC showed average position 7.2

GSC’s number was the most accurate reflection of actual performance because it represented real user searches, not simulated queries.

We used SEMrush and Ahrefs to understand why competitors ranked higher and what we needed to improve. We used GSC to measure whether our optimizations actually worked.

Understanding Ranking Volatility and Why It Matters More Than Tool Differences

Here’s an insight that changed my perspective on rankings entirely:

The variation between tools is usually smaller than natural ranking volatility throughout a single day.

Rankings fluctuate constantly due to:

• Google algorithm updates
• New content being published
• Competitor optimizations
• Changes in search intent
• Seasonal trends
• News events
• Social trends

I once tracked a keyword manually every hour for 24 hours. The position ranged from 3 to 9 throughout the day. The average was 5.4.

On that same day:

• SEMrush showed position 5 (checked at 3 PM)
• Ahrefs showed position 7 (checked at 9 AM)

Both were accurate snapshots. The difference between them (2 positions) was less than the natural daily volatility (6 positions).

What this means for your strategy:

Stop obsessing over exact position numbers. Instead, focus on:

Directional trends over time. Is your ranking generally improving or declining over weeks and months?

Visibility in search results. Are you appearing on page 1? That matters more than whether you’re position 3 or position 6.

Actual traffic and conversions. A position 8 ranking that drives 100 qualified visitors is better than a position 3 ranking that drives 20 unqualified visitors.

Competitive positioning. Are you gaining or losing ground versus competitors, regardless of absolute positions?

When I shifted my client conversations from “We dropped from position 4 to position 6!” to “Our organic traffic increased 23% this month,” everything got easier. The clients were happier, and we focused on what actually mattered: business results.

Practical Steps: Reconciling Ranking Data Between Tools

If you’re using both SEMrush and Ahrefs, here’s how to minimize confusion and get the most accurate picture.

Step 1: Standardize Your Settings

Log into both tools and ensure identical configuration:

Location settings:

• Set the exact same geographic location in both
• Match the specificity level (country, state, city, ZIP)
• Verify you’re targeting the same country/language combination

Device settings:

• Choose the same device type (desktop or mobile)
• Keep this consistent across all tracking

Search engine:

• Both should track Google, not Bing or other engines
• Specify the same Google domain (google.com vs google.co.uk)

Step 2: Compare Trends, Not Absolute Numbers

Create a spreadsheet that tracks:

• Date
• SEMrush ranking
• Ahrefs ranking
• Google Search Console average position
• Difference between tools
• Directional trend (up, down, stable)

Look for patterns in the differences. If SEMrush consistently shows 2-3 positions higher than Ahrefs, that’s your baseline expectation. Worry only when the gap suddenly changes dramatically.

Step 3: Manual Verification for Critical Keywords

For your most important keywords, perform manual checks weekly:

Use incognito/private browsing mode to minimize personalization.

Check from your target location using a VPN if necessary.

Record the actual position you observe.

Note SERP features that appear above organic results.

This gives you ground truth to compare against both tools.

Step 4: Establish Your Primary Tool

Choose one tool as your primary ranking reference:

• Make decisions based on this tool’s data
• Use the other tool for supplementary insights
• Avoid comparing them side-by-side constantly

This reduces confusion and creates consistency in your reporting and strategy.

Step 5: Create a Rolling Average

Track rankings over time and calculate a rolling 30-day average position. This smooths out daily fluctuations and tool differences, giving you a clearer picture of actual position trends.

Example calculation:

Week 1 average: Position 5.2 Week 2 average: Position 4.8 Week 3 average: Position 4.5 Week 4 average: Position 4.3

Your rolling average shows clear improvement from 5.2 to 4.3, regardless of whether SEMrush and Ahrefs show different numbers on any given day.

Advanced Understanding: How Google’s Infrastructure Creates Variation

To really understand why rankings differ, we need to peek behind the curtain at how Google’s search infrastructure works.

Google doesn’t have one search result.

Google operates hundreds of data centers worldwide. When you search, you’re querying whichever data center is closest or most efficient to respond.

These data centers synchronize constantly, but there’s always lag. An update that rolls out to one data center might take minutes or hours to reach others.

Additionally, Google runs constant experiments. At any given moment, different users might see slightly different ranking algorithms being tested.

Personalization layers:

Even before personalization kicks in, Google considers:

• Geographic signals
• Device type
• Search context
• Time of day
• Query reformulation
• Previous search sessions

SERP feature variations:

Google doesn’t show identical SERP features to everyone. Featured snippets, local packs, and other elements appear based on factors like:

• Query interpretation
• User location
• Search history
• Device capabilities

What this means for rank tracking:

When SEMrush and Ahrefs query Google, they might hit different data centers, encounter different experiments, or trigger different SERP features. All of these create legitimate variations in observed rankings.

Neither tool is measuring incorrectly. They’re accurately recording different variations of Google’s multifaceted search results.

When to Actually Worry About Ranking Differences

Most ranking differences between tools are normal and expected. However, some situations deserve investigation:

Red flag 1: Massive sudden discrepancies

If SEMrush and Ahrefs always showed similar numbers (within 2-3 positions), then suddenly show a 15-position difference, something unusual happened.

Possible causes:

• One tool hasn’t updated recently
• Your site experienced technical issues
• A major algorithm update occurred
• Manual action or penalty was applied

Action: Check Google Search Console for alerts, verify your site is accessible, and look for algorithm update news.

Red flag 2: Rankings drop in both tools simultaneously

When both SEMrush and Ahrefs show significant drops at the same time, it’s likely real, not a measurement artifact.

Possible causes:

• Competitor published better content
• Your page has technical issues
• Algorithm update affected your rankings
• Lost important backlinks

Action: Investigate the SERP to see what changed, check for technical issues, and review recent competitor activity.

Red flag 3: Tool shows rankings but GSC shows zero impressions

If rank tracking tools show you ranking for a keyword, but Google Search Console shows zero impressions, there’s a disconnect.

Possible causes:

• The keyword has extremely low search volume
• Your page is blocked from indexing
• The tools are tracking a variation Google doesn’t consider distinct

Action: Verify indexation in GSC, manually search for the keyword, and confirm the keyword actually drives searches.

Red flag 4: Rankings improve but traffic decreases

If both tools show ranking improvements, but your organic traffic drops, something’s wrong with your strategy.

Possible causes:

• You’re ranking for wrong keywords (low search volume)
• SERP features reduced click-through rates
• Your title/description doesn’t attract clicks
• You’re ranking but not matching search intent

Action: Focus on traffic and conversions, not just positions. Optimize click-through rates and ensure content matches intent.

The Future of Rank Tracking: What’s Changing

The SEO industry is evolving rapidly, and rank tracking is changing along with it.

AI-generated answers:

With Google’s AI Overviews and competitors like ChatGPT providing direct answers, traditional “position in search results” becomes less relevant.

Tools are starting to track:

• Visibility in AI-generated answers
• Citation in large language models
• Appearance in featured snippets and knowledge panels

SEMrush and Ahrefs are both developing features to track these new forms of search visibility.

Entity-based search:

Google increasingly understands searches as questions about entities (people, places, things, concepts) rather than just matching keywords.

Future ranking tracking will likely focus more on:

• Brand entity recognition
• Topic authority scores
• Semantic search visibility

Personalization intensity:

As search becomes more personalized, the concept of a “standard” ranking becomes increasingly theoretical.

Tools might shift toward:

• Probabilistic ranking ranges
• Visibility scores rather than positions
• Audience-specific tracking

The differences between SEMrush and Ahrefs today are just a preview of the complexity coming as search evolves beyond the ten blue links model.

The Bottom Line: Focus on What Actually Matters

After spending years analyzing rankings across multiple tools, working with hundreds of clients, and tracking thousands of keywords, here’s my honest perspective:

The exact position number matters far less than most people think.

What actually matters:

• Are you visible on page 1 for your target keywords?
• Is your organic traffic trending upward?
• Are you converting visitors into customers?
• Are you gaining or losing ground versus competitors?
• Is your content matching search intent?

A position 7 ranking that generates 50 qualified leads beats a position 3 ranking that generates 5 unqualified leads every single time.

Why rankings differ between SEMrush and Ahrefs comes down to different methodologies, timing, location settings, and SERP feature counting. These differences don’t indicate problems with the tools or your SEO. They’re natural variations in how complex data gets measured.

Stop stressing about the gap between tool rankings. Start focusing on building authority, creating exceptional content, earning quality backlinks, and serving your audience better than competitors.

The rankings will follow.

And when they do, you’ll see the improvement reflected in all your tools, even if the exact numbers differ. Because trends matter more than specific positions, and business results matter more than both.

Frequently Asked Questions