Is Morningscore’s data quality good?

Quality of SEO tool data
Karsten Madsen CEO
Karsten Madsen
Co-founder & CEO @

In SEO 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 (CPC) of a keyword
  • 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

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 do 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 sometimes bad 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.

Being obsessed with data quality doesn’t move you to the top of Google. Putting in real work does 🙂

How good is Morningscore’s data quality?

In August 2020 We test-ed 2000 websites from all over the world in Morningscore and compared the data to the top 3 SEO tools (Semrush, Ahrefs, Moz).

In niche markets like Denmark and Germany, our tool did very well, often the best. In English-speaking markets, Ahrefs and Moz did better, but not by a big margin.

The variance was high though. Each SEO tool has websites that they do better on. Especially when it comes to links data.

Based on our insights, we perform at the absolute top of SEO tools. 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.

We can get fresher results by doing it on a project basis instead. So when you enter a website we gather fresh data from 7 different sources. It takes a little longer (most data within 30 seconds) since our data is not lying around.

It’s like cooking a warm meal instead of serving a cold one from the fridge. The advantage is fresher data with higher accuracy. The disadvantage is lower speed. Our customers prefer a warm meal 😉

Our 7 data sources are:

Quality of SEO tool 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 😉

5 out of 5 stars

“Morningscore is the easiest SEO tool I've ever seen and used – and I've tested so many of them. The charts and data may be comparable to those of competitors, but the fun part comes in when you make use of the many ways to play 'catch me if you can' with a competitor.”

rasmus schuebel kreativling morningscore review
Rasmus Schübel
Owner & Founder, kreativling
5 out of 5 stars

“A truly usable and effective SEO tool without many disruptive elements. This means that I can actually use the tool for something specific that gives our business value.”

heidi kirstein seo tool review
Heidi Kerstein
Marketing coordinator, Fitness Engros A/S
5 out of 5 stars

“Morningscore gives me that vital view of our rankings on search engines, and I can see up-to-date information on how we're performing against our competitors and whether we're gaining or losing traction. I also find the tool very easy to use. It just works.”

patrick qureshi
Patrick Qureshi
5 out of 5 stars

“I’ve used Morningscore since the beginning of my company. I tried many tools, but my heart fell for Morningscore because it’s so easy to use - and because I work with many small businesses who MUST have the tool for me to help them.”

christina lund schmeltz
Christina Schmeltz
Owner, LS Marketing
5 out of 5 stars

“I use Morningscore because SEO is not my specialty, and I don’t want to spend time on it. I have an internal team who takes care of SEO, but I need to know the outcome of their work. With this tool, I can log in and see our performance from day to day.”

esben oesterby
Esben Østerby
Founder, Iværksætterhistorier
5 out of 5 stars

“I was looking for a tool to help my customers see exactly what we’re working on and what value it gives them. I’ve found that with Morningscore. I recommend the platform to anyone who needs to manage and improve their SEO.”

Trolle Hansen trolle reklame
Trolle Hansen
Owner, Trolle Reklame
5 out of 5 stars

“Three years ago I chose Morningscore because I was new to SEO and it was the easiest SEO tool to use. I'm still using Morningscore because it is regularly updated and becomes more powerful with every release. It's fun to use. Morningscore is such an integral part of my day. I check it before I check my email.”

sven recommends Morningscore's SEO tool
Sven Radavics