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Semrush

All-in-one search marketing suite, owned by Adobe since April 2026

Overview

Semrush is a search-marketing platform covering keyword research, competitor analysis, rank tracking (Position Tracking), site audits, content optimisation and, increasingly, visibility in AI-generated answers.[1] Adobe completed its acquisition of Semrush on 28 April 2026 and positions it as part of its customer-experience products, adding search, generative-engine and agentic-search optimisation tools to Adobe’s portfolio.[2]

Semrush’s plans are built around websites monitored, keywords tracked and AI prompts. The SEO plan costs US$139 a month, or US$117.33 a month billed annually, for five websites and 500 daily-tracked keywords with keyword research, competitor insights, Position Tracking, Site Audit and MCP access.[1] A US$199 plan adds AI-visibility prompt tracking, and a US$299 plan (US$248.17 billed annually) raises limits to 15 websites and 1,500 keywords with historical data, content optimisation, cannibalisation analysis and multi-location tracking.[1] Custom plans add share of voice, API data integration and team users.[1] A free account allows one demo project and ten reports a day.[1] Semrush’s breadth makes it the default single-subscription choice for many marketing teams; the cost rises quickly with extra users (from US$45 a month each) and add-ons, and its post-acquisition roadmap is now set within Adobe.[1][2]

Semrush features

  • Keyword Magic Tool with 27.3bn+ keywords
  • Topic subgroups and question filter
  • Keyword difficulty and Personal Keyword Difficulty
  • SERP feature flags per keyword
  • AI visibility prompt tracking
  • MCP access from Starter plan
  • Keyword, backlink and competitor research databases
  • AI search performance and sentiment tracking

Semrush pricing

SEO US$139/month (US$117.33 billed annually); Starter US$199 (US$165.17 annually); Pro+ US$299 (US$248.17 annually); Advanced and Enterprise quote-based. Free plan: one demo project and 10 reports a day. Seven-day free trial. Add-ons: extra users from US$45/month, Lead Generation US$90, Base Report US$10, Pro Report US$20.

Semrush strengths and limitations

Strengths

  • Largest stated keyword index among the suites reviewed alongside Ahrefs
  • Free plan and seven-day trial
  • Combines keyword research with audits, tracking and AI visibility
  • Published prices for three self-serve tiers
  • AI visibility reports included even in the cheapest paid plan
  • Very broad toolset covering research, audits and tracking

Limitations

  • Higher entry price than SE Ranking or Serpstat
  • Users and reports are paid add-ons
  • Plan names changed in 2026 while help documentation uses legacy tiers
  • Integration roadmap with Adobe still in progress
  • Extra users cost from US$45/month each
  • Prompt tracking limited to 50 prompts on Starter

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