Answers that name a competitor

If you need mobile vs. desktop splits and device-specific position history, these rank trackers are among the stronger options:

Best picks by use case

• Enterprise SEO / agencies:

• Semrush
• AccuRanker
• Advanced Web Ranking

These tend to have stronger reporting, larger keyword capacity, and deeper SERP analysis. RealtyTimes

• Local SEO (city-level mobile differences matter):

• Nightwatch
• SE Ranking
• Semrush

These are better when you need device + location combinations. RealtyTimes Nightwatch

• Best value for smaller teams:

• SE Ranking
• Ranktracker
• Ahrefs (if you also need backlink/content tools) RealtyTimes Ranktracker

Features to verify before buying

Look specifically for:

• Same keyword tracked separately on mobile and desktop (not just a toggle that changes the view)
• Historical device-specific rankings (e.g., “mobile dropped from #4 → #12 after a site change”)
• Device + location combinations (e.g., mobile rankings in NYC vs desktop nationwide)
• SERP feature tracking by device (featured snippets, local packs, AI results, etc.)
• API/export support if you need dashboards

One caveat: some tools count mobile and desktop tracking as separate keyword units, which can affect pricing. lemrank.com

If you’re choosing for an SEO agency, ecommerce site, local SEO, or in-house marketing team, the shortlist changes a bit.

Yes. If you need video SERPs and image SERPs treated as separate ranking datasets, the strongest options are:

• Google Search Console — the cleanest source for actual Google Search performance. Its Search type filter separates Web, Image, Video, and News, so you can report image rankings/traffic separately from video. Ahrefs Ahrefs
• Semrush Position Tracking — best for ongoing keyword-level competitive tracking. It tracks SERP features separately, including Video, Featured Video, and Images, and lets you filter the tracked keyword set by feature. Semrush Semrush
• Ahrefs Rank Tracker — tracks SERP features including Image pack and Videos, so it's useful for separating visibility by feature. Ahrefs Ahrefs Help Center
• Ahrefs + GSC together — probably the best combination if you care about both competitive SERP position and actual clicks/impressions. GSC gives you the distinct Image/Video search types, while Ahrefs gives broader competitor/SERP analysis. Ahrefs

One important distinction

There are actually two different things you may mean by "video rankings":

1. Google Video search — rankings within Google's dedicated video search.
2. Video SERP features — video carousels, featured videos, video results appearing inside ordinary Google web SERPs.

Semrush explicitly distinguishes these video SERP features because they behave differently. Semrush Semrush Semrush

So if you're building a reporting system, I'd structure it as:

Search vertical
├── Web
├── Images
├── Videos
└── News

SERP feature within Web
├── Video carousel
├── Featured video
├── Image pack
└── Image thumbnail

If your requirement is specifically "give me a rank position for each video/image result, independently of the normal organic SERP," GSC + a SERP API/data provider may be more appropriate than a conventional SEO suite. If you tell me whether you're building this for SEO reporting, an internal rank tracker, or an API/data pipeline, I can narrow it down to the best 3–5 tools and explain exactly what each can segment.

Yes. If by NLP-based recommendations you mean tools that analyze ranking pages and recommend semantically related terms, entities, subtopics, and concepts—rather than just exact-match keywords—the strongest options are:

The distinction is important: Surfer and Clearscope are primarily page-level optimization tools, whereas MarketMuse and entity-focused tools such as InLinks/KeywordGraph go further into concepts and relationships between entities. KeywordGraph The Rank Masters Clearscope

My shortlist

• For “tell me what semantic terms I should add to this article” → Surfer or Clearscope. Both analyze SERP competitors and provide related-term recommendations with real-time content scoring. Clearscope
• For “what entities and subtopics should my site cover?” → MarketMuse. It's much more oriented toward topical authority and content-gap analysis than simply optimizing one article. AI Search Tools
• For actual entity-first SEO → InLinks. Its emphasis is much closer to entity analysis/knowledge-graph SEO than conventional keyword-density optimization. The Rank Masters
• For a cheaper all-around option → Frase or NeuronWriter. They provide semantic/NLP-oriented optimization alongside content research and briefs. Timothe AI The Sharp Digital

One caveat: these platforms generally infer recommendations from SERP competitors and semantic/topic analysis. That's not necessarily the same thing as extracting Google's underlying Knowledge Graph entities. clustermagic.ai

If your specific goal is “I give the tool a target keyword + URL, and it tells me the entities, semantic keywords, related concepts, and missing topics I should add”, I'd narrow the field to MarketMuse, Clearscope, Surfer, InLinks, and KeywordGraph.

If you mean SEO/search visibility and competitive share of voice that can go directly into client reporting, there are a few good options.

Best tools for this

• semrush.com — best all-around agency option. Its Position Tracking reports calculate Share of Voice across a defined keyword set and let you compare against named competitors. You can also segment by keyword tags and export/report the data. Semrush now also has AI Share of Voice for comparing brand visibility in AI-generated answers. Semrush Semrush
• brightedge.com — best enterprise SEO option. Its Share of Voice metric is specifically designed for competitive reporting and incorporates things like click curves, SERP features, device behavior, branded/non-branded intent, and AI Overview impact. BrightEdge BrightEdge
• seoclarity.net — strongest if you care about actual SERP visibility, not just rank. Its Share of Visibility measures the pixel/visual footprint of domains in the SERP, accounting for SERP features and where results actually appear. This is particularly useful when "position 3" doesn't mean the same thing across different SERPs. seoClarity seoClarity

What I'd put in a client report

For a competitor set, I'd make the primary KPI something like:

Then show SOV trend over time underneath. That's much more executive-friendly than giving clients a giant table of rankings.

My pick: If you're an agency producing recurring client reports, I'd start with Semrush. If you're doing enterprise SEO and need a more sophisticated "how much of the SERP do we actually own?" metric, I'd look closely at BrightEdge or seoClarity. Semrush is also attractive if you want to extend the report into AI visibility/SOV, since it now reports that alongside traditional search visibility. Semrush Semrush

If you tell me what kind of visibility you're reporting (Google organic, AI/ChatGPT, local, paid, or all of them), I can give you a tighter shortlist of the 3–5 tools that fit and what each one actually puts into a client report.

For a small ecommerce shop, I’d avoid buying a huge SEO stack. A 3-tool setup is usually enough:

• Google Search Console — essential + free. Use it to see the actual queries generating impressions/clicks for each product page, especially queries with lots of impressions but low CTR. That data is extremely useful for deciding what to put in titles, headings, descriptions, and copy. Google Help Google Help

search.google.com

• Ahrefs — best if keyword/competitor research is your priority. Use it to find related product terms, long-tail queries, questions, and keywords your competitors' product pages rank for. Its free Keyword Generator is also worth using before paying. Ahrefs Ahrefs

ahrefs.com

• Semrush — best all-in-one alternative to Ahrefs. Its ecommerce tools specifically cover product/category keyword research, competitor analysis, rank tracking, and site audits. I'd choose Semrush OR Ahrefs, not both, for a small store. Semrush

semrush.com

How I'd actually use them

For each important product page:

1. Put the product's main search intent into Ahrefs/Semrush.
2. Identify: - 1 primary keyword
3. 3–8 closely related terms
4. useful long-tail/high-intent variations
5. questions customers search
6. Check the current Google results manually. Look at what the top-ranking product pages emphasize.
7. Optimize the product page around the topic and intent, rather than stuffing every keyword into the copy.
8. Put the primary phrase naturally in the product title, H1, title tag, URL where appropriate, opening copy, and relevant image alt text.
9. Add useful specifics competitors don't cover: dimensions, materials, compatibility, use cases, FAQs, shipping/returns, comparisons, etc.
10. After indexing, use Search Console to see the queries Google is actually associating with the page and refine it. Google specifically recommends using high-impression/low-CTR queries to identify opportunities to improve titles and descriptions. Google Help

One important distinction

If by "popular platform" you mean Shopify, Etsy, Amazon, eBay, WooCommerce, etc., the best tool stack changes considerably—especially because marketplace search algorithms aren't identical to Google.

If you tell me which platform you use and roughly how many products you have, I can give you a much more specific stack (including the cheapest/free options) and a product-page SEO checklist you can apply to every listing.