SEO Testing

What SEO Testing does

SEOTesting, operated by UK-registered SanityCheck.io Limited and headquartered in Bude, Cornwall, is a SaaS platform that turns Google Search Console and Google Analytics 4 data into statistically rigorous SEO and AI-search testing and reporting. Its core offering consists of three testing modes: time-based tests that track individual or grouped changes against a forecast, SEO split tests that compare test and control page groups, and LLM tests that measure sessions from ChatGPT, Claude, Gemini, and Perplexity before and after page updates. Around these testing primitives the company bundles diagnostic and reporting modules including Keyword Cannibalization, Content Decay, Content Groups, CTR Optimization, and an AI-generated Monthly SEO Report, plus an AI SEO Tools (Labs) suite that uses embeddings-based semantic similarity to evaluate page coverage and persona fit. The platform reads first-party GSC and GA4 data via read-only APIs and is complemented by a Looker Studio connector, Chrome extension, Bing Webmaster Tools integration, a public API, and an MCP Server for AI-agent access.

The product is sold as a site-based subscription in three self-serve tiers ($50, $125, and $375 per month, all with unlimited users) plus a custom Enterprise tier with dedicated customer success. Acquisition is overwhelmingly product-led growth: a 14-day no-credit-card free trial, free utility tools (rank tracker, sitemap validators, meta checkers), an organic SEO content engine, a podcast, and a network of seven agency Service Partners including Dentsu. SEOTesting reports 4,500+ websites under management, customer logos span BT Group, Domino's, Decathlon, Shopify, Canva, Intuit, Better Collective, and StudioHawk, and the company holds 4.8/5 on G2 and 4.9/5 on Capterra. The company is privately held, bootstrapped, and operates with a core team of three (founder Nick Swan, developer Faith Summon, and operations manager Vicky Webster-Garvey); the only disclosed external event is participation in the TinySeed accelerator batch in May 2022.

Name

SEO Testing

Legal name

SanityCheck.io Limited

Website

https://seotesting.com

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

1–10 employees

Short description

SEOTesting is a bootstrapped UK SaaS platform that uses Google Search Console and GA4 data to run SEO split tests, time-based tests, and LLM-traffic tests, serving in-house SEO teams, agencies, and enterprises including BT Group, Domino's, and Shopify.

Ownership category

akta.pro rank

Product category

SEO Analytics Software

NAICS

Marketing Research and Public Opinion Polling (541910), Web Search Portals and All Other Information Services (51929)

SIC

Services-Advertising (7310)

akta.pro primary industry

SEO Analytics, Reporting & Attribution (KPIs, Dashboards, Forecasting) (BPAFAJAI)

akta.pro secondary industries

Technical SEO (Audits, Crawl/Indexing, Site Architecture) (BPAFAJAA), On-Page SEO (Content Optimization, Internal Linking) (BPAFAJAB), Penalty Recovery & Algorithm Impact Mitigation (Manual Actions, Updates) (BPAFAJAK)

Keywords

• SEO testing software
• Search analytics platform
• Rank tracking tools
• Content optimization software
• AI search analytics

Headquarters

HQ city

Bude

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure

Revenue model

1. Subscription SaaS: Monthly subscription tiers (Single Site $50/mo, Medium $125/mo, Large $375/mo, Enterprise custom pricing) based on number of websites managed. No per-user pricing. Annual billing available at a discount.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels6 records

Core offering

SEOTesting is a SaaS platform that enables SEO professionals to prove the impact of their changes on Google and AI-driven search using first-party Google Search Console and GA4 data. The platform offers time-based, split, and LLM testing methodologies alongside reporting and diagnostic modules, sold via tiered monthly subscriptions with unlimited users across plans.

Product overview

SEOTesting is a unified SEO testing and reporting platform built around Google Search Console and Google Analytics data. The core platform centers on three testing types: Time-Based SEO Testing to track individual changes over time, SEO Split Testing to compare test and control groups, and LLM Testing to measure AI chatbot traffic. The product integrates AI SEO Tools (Labs) featuring Query Fan-Out Generator, Content Evaluator, ICP Personas, and content clarity tools. The reporting suite includes Monthly SEO Reports with AI-powered summaries, LLM Traffic Reports, CTR Optimization, Content Insights, and Content Groups for segment analysis. Additional modules cover Keyword Cannibalization detection, Sitemap and robots.txt Monitoring, and a free Rank Tracker. The platform offers an API and MCP Server for developer integrations, plus a Chrome Extension and Looker Studio Connector. Free SEO Tools include sitemap validators, meta title checkers, and canonical tag checkers.

Differentiator

Problem solved

Functional benefit

Products and services

• Time-Based SEO Testing Track and prove the impact of individual or group SEO changes against a forecast using real Google Search Console data, supporting single page, group, and URL switch tests. Built for in-house SEO teams and agencies that need to validate optimization strategies before site-wide rollout.
• SEO Split Testing Compare test and control groups of similar pages to isolate the true impact of SEO changes, with automated reporting and statistical tracking. Enables agencies and in-house teams to validate page changes before applying them across an entire site.
• LLM Testing Measure sessions generated from ChatGPT, Claude, Perplexity, Gemini, and other LLMs before and after page changes using GA4 session data. Designed for SEO teams that need to prove the impact of AI-search optimization work.
• AI SEO Tools (Labs) Suite including Query Fan-Out Generator, Content Evaluator, ICP Personas, Persona Page Evaluator, Vague Language Detector, Unanchored Claims Analyzer, Unclear Headings Checker, and List & Table Suggestions. Targets content teams evaluating pages for AI search readiness and persona-specific relevance.
• LLM Traffic Reports Identify pages earning clicks from AI search engines (ChatGPT, Claude, Gemini, Perplexity) and infer likely prompts behind that visibility using GA4 session data, including LLM Pages, LLM Page Details, and Prompts to Answer views.
• Monthly SEO Report AI-powered monthly report that pulls Search Console data, writes executive summaries, explains why traffic moved, and generates priority-ranked recommendations with branded PDF export. Built for agencies and in-house teams reporting to stakeholders and clients.
• Search Console Data Access Access, export, and analyze Google Search Console data without the 1,000-row limit (up to 50,000 rows daily), with comparison reports, algorithm annotations, and RegEx filtering. Used by SEO teams needing broader first-party search data than GSC's native UI provides.
• Keyword Cannibalization Tool Find every page competing for the same keyword using first-party Search Console data, with brand vs non-brand filtering and a built-in URL Switch Test to measure the lift from implementing a fix.
• Content Decay Report Identify pages losing organic clicks or impressions over a 12-month period, with weekly view and impression filtering options, for proactive content refresh decisions.
• Content Groups Monitor organic performance of custom page or query collections using GSC filters including RegEx, with AI-powered summaries that auto-generate performance analysis and prioritised recommendations. Used by large SEO teams (e.g., Decathlon tracking 70+ categories) to assess algorithm update impact.
• Rank Tracker Free rank tracker for up to 500 keywords using GSC data, with daily email reports and filtering by device and country. Used as a top-of-funnel lead magnet into the paid SEOTesting platform.
• Free SEO Tools Suite of free tools including XML Sitemap Validator, Sitemap URL Extractor, XML Sitemap Generator, Meta Title Checker, and Canonical Tag Checker. Used to attract and qualify potential customers for paid SEOTesting subscriptions.
• API & MCP Server Programmatic access to SEOTesting data via API and Model Context Protocol (MCP) server, allowing users to pull data into internal tools or let AI assistants and agents act on it.

Quantifiable outcome

• CTR improved by 71% for BT Group's SEO team, enabling product team buy-in for SEO projects
• +6 more outcomes

Named customers13 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

AI capability5 records

Feature11 records

Partnerships

Seven partnerships are on record, tiered core.

• CollideascopecoreImplementation/ SI/ Consulting PartnerUS-based digital agency specializing in SEO, paid media strategy, analytics, conversion rate optimization, and CRM integration for growth-stage businesses. Helps turn SEOTesting insights into implementation plans.
• DentsucoreImplementation/ SI/ Consulting PartnerTop-five global advertising and digital transformation network offering integrated growth solutions spanning media, customer experience management (CXM), and creative. Represents a flagship partnership for SEOTesting's enterprise reach.
• ImpressioncoreImplementation/ SI/ Consulting PartnerPerformance marketing agency with offices in Manchester, Nottingham, London, and New York. Specializes in GEO, digital PR, and digital experience. Uses SEOTesting for client SEO measurement and reporting.
• Local BlitzcoreImplementation/ SI/ Consulting PartnerResults-driven digital marketing agency specializing in SEO, Answer Engine Optimization (AEO), local SEO, and conversion rate optimization for small and medium-sized businesses.
• Salty DigitalcoreImplementation/ SI/ Consulting PartnerPerformance-driven SEO and Generative Engine Optimization (GEO) agency helping brands grow visibility across both traditional search engines and AI-powered platforms like ChatGPT and Google AI Overviews.
• VisibilitySEOcoreImplementation/ SI/ Consulting PartnerSEO strategy agency building strategies to put businesses in front of the right people at the right moment. Offers technical optimisation, web development, content, and AI-driven discovery services.
• VisualsoftcoreImplementation/ SI/ Consulting PartnerUK-based digital agency helping high street and multi-site brands bring in-store and online worlds together. Combines strategy, UX, development, retail POS technology, app innovation, and performance marketing.

Scale indicators3 records

Recent moves7 records

Expansion highlights5 records

Broad incumbents

• Semrush: Semrush is a leading marketing platform covering SEO, PPC, content, and social. It competes broadly in SEO analytics and reporting but, like Ahrefs, uses its own data and offers limited native SEO split-testing or AI-search traffic measurement — making SEOTesting's first-party GSC/GA4 approach complementary rather than identical.
• Moz Pro: Moz Pro is an established SEO platform offering rank tracking, keyword research, link analysis, and site audits. It serves a similar in-house SEO and agency audience as SEOTesting, though its core strength is keyword/link authority metrics rather than first-party-data SEO testing.
• Ahrefs: Ahrefs is one of the largest all-in-one SEO suites, offering rank tracking, backlink analysis, content research, and site audits. It is a broader incumbent that overlaps with SEOTesting in keyword ranking and content reporting, though it relies on its own crawled data rather than first-party GSC data and lacks native split-testing and LLM-attribution capabilities.
• Lumar (formerly DeepCrawl): Lumar is an enterprise technical SEO and website intelligence platform for site health, crawl, and performance monitoring. It serves a similar enterprise SEO audience to SEOTesting but is positioned at the larger end of the market with deeper technical-audit workflows.
• Botify: Botify is an enterprise SEO platform focused on crawl, indexation, and log-file analysis for very large websites. It overlaps with SEOTesting's enterprise SEO reporting and content-monitoring capabilities, though Botify's pricing and deployment target Fortune 500 e-commerce and publishers.

Direct peers

• ContentKing: ContentKing provides real-time SEO auditing, change monitoring, and content performance tracking. It overlaps with SEOTesting's content monitoring, cannibalization detection, and change-impact reporting capabilities for in-house teams and agencies.
• SE Ranking: SE Ranking is an all-in-one SEO platform with rank tracking, site audits, backlink monitoring, and competitor analysis. It targets SMBs and agencies with bundled pricing that overlaps with SEOTesting's reporting and monitoring use cases.
• Advanced Web Ranking: Advanced Web Ranking is a rank-tracking and SEO reporting tool for agencies and enterprises, emphasizing white-label reporting and cross-device/country visibility. It directly competes with SEOTesting's reporting-first positioning for agencies and large in-house teams.
• STAT Search Analytics: STAT is a rank-tracking and SEO analytics platform focused on large-scale enterprise SEO teams, with deep daily SERP tracking and reporting dashboards. It is the closest direct competitor to SEOTesting in the SEO analytics/reporting niche, targeting in-house SEO teams with statistical and reporting workflows.

Emerging players

• Screaming Frog SEO Spider: Screaming Frog is a long-standing technical SEO crawler widely used for site audits, redirect analysis, and schema validation. It is comparable to SEOTesting as a technical SEO toolset used by the same in-house and agency audiences, though it is desktop-first and lacks testing/reporting workflows.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/seo_testing
• YouTubeyoutube.com/@seo_testing
• LinkedInlinkedin.com/company/seotesting
• Facebookfacebook.com/seotestingcom

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds1 record

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about SEO Testing