Is Morningscore’s data quality good?

In SEO & GEO tools, such as Morningscore, data quality is important.

What is data quality? Typical examples:

• The search volume of a keyword (searches per month)
• The cost per click of a keyword (CPC)
• The ranking of a keyword on Google
• The number of keywords found for a website
• The number of links found for a website and how “fresh” they are
• AI Prompts: Tracking the right questions users ask AI
• AI Prompts: Being able to get a solid response with web search and sources

We are either talking about precision or amount when we talk about data quality in SEO.

A few examples of why data quality is important:

1. If the keyword “flowers new york” actually has “10.000” searches per month but an SEO tool says “500” then you would be misled on how much traffic that keyword can give.
2. If you actually rank no. 10 on “send flowers” on Google but your SEO tool says you are no. 3 then you falsely believe you rank well.
3. If an SEO tool says a website has 100 links, but actually when you check, 50 of those links are no longer there, that is not trustworthy.

Some bad news:
No tool out there can tell you the EXACT truth. Even Google’s tools are questionable when it comes to data precision.

My advice is to look for tools with “good enough” quality. You can generally expect the best SEO tools to be ≈70% accurate. And this is good enough to get success in my view.

How good is Morningscore’s data quality?

In december 2025 Morningscore 4 comes out. In our own internal testing our keyword data is now on several parameters on par with or better than the current top tools Ahrefs and Semrush.

This varies by keyword and country. Each SEO tool has niches and countries that they do better on. Especially when it comes to keyword and backlink data.

Based on our insights, we perform at the top. But please compare yourself. I would always encourage that.

Where does Morningscore get data from?

Our approach is different from tools like Semrush, Ahrefs, and Moz. To our knowledge, the majority of their data is gathered in-house. They then maintain a huge database.

Their advantage? Tools like Ahrefs can show you several years of data history for any website. Morningscore cannot do that from the get go.

We gather data on the fly instead. This gives us less data history. The advantage is fresher data.

So when you enter a website or keyword we instantly gather fresh data from up to 7 sources:

• Oxylabs (Most precise keyword ranking data we have found)
• Scrapingdog (Great scraping data)
• Moz (Link data – they found more links than Ahrefs in our test of 2000 websites – Ahrefs had better freshness though)
• DataforSEO (Keyword data)
• Google Ads (Keyword data)
• Google Search Console (Keyword data)
• Bright Data (Prompt data)
• Cloro (Prompt data)
• Apify (Health data)
• Google Gemini, OpenAI, Mistral (AI data)

The illustration above hopefully makes it clear how Morningscore works with data.

We are always on the hunt for more and better data. You can be sure of that.

Any questions or concerns about our data are very welcome in our chat 👍️

Meanwhile, grab a chance to play around with Morningscore for free, if you haven’t done so before.