A keyword represents a query to a search engine with a specific context. If you want to track the term “blue widget” in desktop and mobile, it will count as 2 keywords. If you want to track the term “blue widget” in France and in the US for desktop, it will count as 2 keywords.

One page = one URL. You can add a specific number of pages for monitoring depending on your plan. On each of those URL you can enable as many different checks as you want.

Yes. If you ever decide that SEOwl is not the right service for you, simply cancel your account from the billing section of your account. You will then be downgraded to free plan once your current subscription period is expired.