cloro
Comparisons

Best SERP APIs for 2025: Google, Bing, and AI Search

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#SERP#API#Tools
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“SERP” used to mean 10 blue links.

In 2025, a Search Engine Results Page (SERP) is a chaotic mix of Maps, Shopping carousels, Featured Snippets, and—most disruptively—AI Overviews.

If you are building an SEO tool, a rank tracker, or a market intelligence platform, you cannot just “scrape Google” anymore. You need an API that understands this new layout. You need an API that can parse the generative AI text, handle the “n100” pagination limits, and do it all without getting banned.

We evaluated the top SERP APIs on the market based on their ability to handle the modern web.

Table of contents

What makes a “modern” SERP API?

Legacy scrapers are failing. Here is the checklist for 2025:

  1. AI Overview Parsing: Can it extract the text and citations from the AI box at the top? (Crucial for GEO).
  2. Multi-Engine Support: Does it support ChatGPT Search and Perplexity? Tracking Google alone is no longer enough.
  3. Rendering: Can it render JavaScript? Static HTML parsing misses “People Also Ask” and dynamic ads.
  4. Granular Location: Does it support UULE parameters for hyper-local tracking (zip code level)?

1. cloro (Best for AI & search intelligence)

The first AI-Native SERP API.

Traditional providers added “AI Overview” support as a patch. cloro was built around it.

It is designed for the new era of search where the goal isn’t just “Ranking #1,” but “Being Cited.” It provides the deepest parsing of generative elements on the market.

Key Features

  • Universal Search: One API for Google, Bing, ChatGPT, and Perplexity.
  • Citation Extraction: Specifically extracts the sources used in AI answers, giving you attribution data that others miss.
  • Live Browser Rendering: Uses a sophisticated headless fleet to capture the exact user experience.
  • Search Intent Analysis: Categorizes queries based on the SERP features present (e.g., “Transactional” vs “Informational”).

Pros

  • Future Proof: It adapts to new AI features faster than legacy providers.
  • Rich Data: You get structured JSON for complex elements like AI Overviews, People Also Ask, and Related Searches.
  • Developer Experience: Modern documentation and async/sync options.

Cons

  • Premium: It is not the cheapest option for scraping millions of low-value keywords.

Pricing

Usage-based with tiers for startups and enterprise.

2. SerpApi (Best legacy provider)

The reliable standard.

SerpApi is the “Stripe of SERP.” They have been around for years and have rock-solid uptime. If you need to scrape Baidu, Yandex, eBay, or Walmart along with Google, they have the broadest catalog.

Key Features

  • Legal Shield: They take legal compliance very seriously.
  • Direct JSON: They map every single pixel of the SERP to a JSON field.
  • Archive: Access to historical SERP data.

Pros

  • Reliability: It just works.
  • Coverage: Supports engines that other APIs ignore (like Naver or Yahoo).
  • Speed: Excellent latency.

Cons

  • Pricing: One of the most expensive options per search.
  • AI Lag: Their parsing of new AI features often lags behind the UI updates compared to AI-focused tools.

3. DataForSEO (Best for bulk data)

The wholesaler of data.

If you are building your own SEO tool (like Ahrefs or Semrush clone), you use DataForSEO. They are less of a “real-time API” and more of a “data infrastructure” partner.

Key Features

  • Cost Efficiency: Extremely cheap at high volumes.
  • Databases: You can buy whole databases of keywords and backlinks, not just live scrapes.
  • Postback System: Send a batch of 100k keywords and get a webhook when they are ready.

Pros

  • Scalability: Built for millions of requests.
  • Depth: They offer keyword data, backlink data, and competitor data.

Cons

  • Complexity: The API is complex and has a steep learning curve.
  • Latency: “Live” checks can sometimes be slower than real-time providers.

4. ValueSERP (Best budget option)

The cost-cutter.

ValueSERP is essentially a cheaper version of the premium APIs. They focus strictly on Google and Bing, cutting out the bells and whistles to lower the price floor.

Key Features

  • Simple Pricing: Pay per 1,000 requests.
  • Google Focus: Optimized specifically for Google Search and Maps.

Pros

  • Price: Significantly cheaper than SerpApi or Bright Data.
  • Simplicity: Easy to integrate for basic rank tracking.

Cons

  • Reliability: Lower success rates on difficult queries compared to premium providers.
  • Features: Limited support for complex features like AI Overviews or deep rendering.

5. Scale SERP (Best for simple scaling)

The middle ground.

Scale SERP offers a good balance between performance and price. It is built on a massive proxy network and offers decent reliability for standard scraping tasks.

Key Features

  • Global Locations: Supports scraping from 40+ countries.
  • Free Tier: Generous free monthly allowance for testing.

Pros

  • Easy Start: No credit card required to test.
  • Dashboard: Good UI for tracking usage and errors.

Cons

  • Limited AI: Like ValueSERP, it struggles with the newest generative features.

Comparison table

API ProviderBest ForAI Overview SupportChatGPT SupportPricing Model
cloroAI & Modern SEONative / DeepYesMonthly Sub
SerpApiGeneral UseBasicNoMonthly Sub
DataForSEOSaaS BuildersBasicNoPay As You Go
ValueSERPBudgetLimitedNoPay As You Go
Scale SERPTestingLimitedNoMonthly Sub

Conclusion

The market has split into two directions.

  1. Commodity Scraping: If you just need “Rank #4 for Keyword X,” use ValueSERP or DataForSEO. It’s cheap and sufficient for legacy metrics.
  2. Intelligence Scraping: If you need to understand how Google is answering questions, track AI Overviews, and monitor your brand on ChatGPT, you need cloro.

The SERP has changed. Make sure your API isn’t stuck in 2019.

Check what AI says about your brand Read our docs