Google Keyword PlannerFree keyword research and search volume data inside Google Ads.
vs
SurferBe The Answer in Google – Everywhere Buyers Search.
Comparison · SEO Tools · weekly run Nov 2
Google Keyword Planner vs Surfer
Which one do AI engines recommend, and how do they differ on price, fit and features?
The short answer
Surfer is the stronger AI pick in SEO Tools: it has a visibility score of 12 versus 2.2 for Google Keyword Planner.
Choose Google Keyword Planner if…
- You need ISO/IEC 27001:2022 covering Google Ads coverage
- You prefer a larger, established vendor (5,000+ employees)
- free keyword research tool
- keyword ideas and search-volume data
Choose Surfer if…
- You want the brand AI engines rank higher (12 vs 2.2)
- AI answers describe it more positively (43% vs 0% positive)
- Content optimization focus
- Strong AI search visibility
AI visibility side by side
Latest weekly run · Nov 2
| Metric | Google Keyword Planner | Surfer |
|---|---|---|
| Visibility score | 2.2% | 12% |
| Change vs last week | New | New |
| Rank in SEO Tools | #26 | #8 |
| Share of voice | 0.5% | 4.4% |
| Mentions this run | 3 | 23 |
| Positive in AI answers | 0% | 43% |
The stronger value in each row is marked with a ✓.
Visibility score trend
Weekly runs over the last 60 days
Google Keyword Planner 0pp · Surfer 0pp over 0 weekly runs.
Engine by engine
Surfer leads on 3 of 3 engines
ChatGPT
AI Mode
Perplexity
Google Keyword PlannerSurfer
Head to head in AI answers
0 engine answers name both brands
0Google Keyword Planner ranked higher
0Surfer ranked higher
Features, pricing & fit
| Dimension | Google Keyword Planner | Surfer |
|---|---|---|
| Pricing model | — | Flat tiers |
| Entry price | — | $49 / mo |
| Free plan | — | No |
| Deployment | Web tool accessed inside the Google Ads interface, with no separate installation. | — |
| Compliance | ISO/IEC 27001:2022 covering Google Ads | — |
| Support | — | Customer Support (24h, Mon–Fri), Knowledge Base, Surfer Academy, Personalized Onboarding |
| Headquarters | 1600 Amphitheatre Pkwy, Mountain View, California | Wrocław, Poland |
| Employees | 5,000+ | 51–200 |
| Best for | Advertisers and marketers who run Google Ads and want free keyword research and volume data. | Marketing and SEO teams, agencies, in-house content teams and individual content creators who want to grow organic traffic from Google and AI search. |
Plans side by side
Google Keyword Planner
Pricing not available.
Surfer
AI Search Analytics$82month, billed yearly
Discovery$49month, billed yearly
Standard$99month, billed yearly
Pro$182month, billed yearly
Peace of Mind$299month, billed yearly
EnterpriseCustomcustom
Pros and cons
Themes from the AI answers that mention each brand
Google Keyword Planner
- free keyword research tool
- keyword ideas and search-volume data
- requires a Google Ads account
Surfer
- Content optimization focus
- Strong AI search visibility
- High ratings on G2 and Capterra
- Scalable optimization for content teams
- Limited backlink research
- Fewer reviews than Semrush
Data collected ·ChatGPT, Perplexity, Google AI Mode·coverage 100%·next run
Cite as: SlateIndex, “Google Keyword Planner vs Surfer”, https://slateindex.ai/compare/google-keyword-planner-vs-surfer, data of Nov 2, 2026. Licence: CC BY 4.0.