zapier vs make
Zapier vs Make — features, pricing, and which to choose for your SEO workflow automation in 2026.
Quick Verdict
Zapier and Make represent two different philosophies for SEO workflow automation. Zapier takes the simple approach — linear triggers and actions that anyone can set up in minutes. Make (formerly Integromat) goes deeper with visual workflow builders that handle complex branching logic and data transformation. The choice comes down to whether you need dead-simple automation or sophisticated workflow control.
Most SEO teams start with Zapier because it's intuitive. You connect Ahrefs to Google Sheets, or trigger Slack notifications when rankings change. But as your automation needs grow more complex — like building multi-step content pipelines that check AI output, format data, and distribute across platforms — Make's visual editor becomes essential.
Feature Comparison
Zapier excels at straightforward integrations with over 6,000 apps including every major SEO tool. Setting up a Zap takes minutes: when Screaming Frog finds broken links, create Trello cards and notify your team. The interface is foolproof, and pre-built templates cover most common SEO use cases like rank tracking alerts, backlink monitoring, and content distribution. Make's strength lies in complex data manipulation and conditional logic. Its visual scenario builder lets you create sophisticated workflows where data flows through multiple paths based on conditions. You can build content pipelines that pull from APIs, process data through multiple filters, transform formats, and distribute to different platforms based on performance metrics. Make also includes a built-in data store and advanced scheduling options that Zapier lacks. Error handling differs significantly. Zapier automatically retries failed actions and provides simple error notifications. Make gives you granular control over error handling with custom retry logic, fallback paths, and detailed execution logs that help debug complex workflows.
Pricing Comparison
Make wins on value with plans starting at $9/month for 10,000 operations versus Zapier's $20/month for 750 tasks. Make's free tier includes 1,000 operations monthly compared to Zapier's 100 tasks. For SEO teams running multiple daily automations, Make's operation limits stretch much further. Zapier's pricing jumps quickly — $50/month gets you 2,000 tasks while Make's $16/month plan includes 10,000 operations. However, Zapier's enterprise features like advanced admin controls and priority support justify higher costs for larger organizations.
Best For
Zapier works best for SEO teams wanting simple, reliable automation without learning curves. If you need to connect familiar tools quickly — like sending Ahrefs alerts to Slack or updating spreadsheets from Search Console — Zapier's plug-and-play approach saves time. Non-technical marketers prefer Zapier's straightforward interface and extensive template library. Make suits SEO teams building sophisticated automation systems. Choose Make when you need complex data transformation, conditional workflows, or custom API integrations. Technical SEOs and agencies managing multiple client workflows appreciate Make's flexibility and cost efficiency at scale.
The Verdict
Make offers better value and more powerful features for serious SEO automation. Its visual workflow builder handles complex scenarios that would require multiple Zapier subscriptions, while costing significantly less. However, Zapier remains the smarter choice for teams prioritizing simplicity over sophistication — sometimes you just need basic automation that works without configuration overhead.