Semrush is a long-running SEO and online visibility suite, and its situation changed this year: Adobe completed its acquisition of Semrush Holdings on 28 April 2026, and the Semrush site now carries the line “An Adobe Company.” The product itself is sold as a set of toolkits for search, content, local, social, advertising and, more recently, AI visibility.
This guide sets out what Semrush and Adobe say on their official pages about features, plans and limits, and says where we could not confirm a detail. For a method that applies to Semrush and its closest rival, see Semrush versus Ahrefs: what to compare, and for the other suite in our batch read our Ahrefs guide.
How we researched this: we did not run hands-on tests for this article. It is based on the vendor’s own documentation and public sources, checked on 14 November 2026. Features and prices change, so confirm details on the vendor’s site before you buy.
Key takeaways
- Adobe announced on its news site that it completed the acquisition of Semrush on 28 April 2026. The release promises continued investment and an expanded roadmap, and it is silent on standalone versus bundled sales and on deal value.
- Semrush says it has over 28 million users, a vendor figure we have not verified.
- The pricing page, read on 14 November 2026, shows two product lines: SEO Classic (Pro, Guru, Business) and the newer Semrush One (Starter, Pro+, Advanced), with annual-option prices from $117.33 to $248.17 per month for the non-custom tiers.
- Semrush One adds AI visibility allowances such as 50 AI prompts daily on Starter, on top of the classic SEO tools.
- We did not run hands-on tests and did not read a security page, so privacy and security details are unconfirmed. Check the vendor’s own pages before you buy.
What Semrush is and who makes it
Semrush is a marketing and SEO platform sold through semrush.com. On 14 November 2026 the site displayed the line “An Adobe Company,” and Adobe’s news site carries a release titled as Adobe completing the Semrush acquisition, dated 28 April 2026. That release says Semrush is integrated with Adobe CX Enterprise and promises continued investment and an expanded roadmap. It does not say whether Semrush will keep being sold on its own or be bundled into Adobe products, and it does not state a deal value. We therefore do not describe either.
Semrush states that it has over 28 million users. That is the vendor’s number and we have not checked it. The navigation lists a set of toolkits: SEO, AI Visibility, Traffic and Market, Local, Content, Social, Advertising and AI PR. Not every toolkit is covered by the plans we read, so treat the list as a map of the product family, not a promise of what each plan includes.
Premise note: an Adobe company
If you read older material that treats Semrush as an independent public company, that is out of date as of the date above. We cannot say what, if anything, the acquisition changes for customers beyond what the release states.
Who Semrush is for
The pricing page frames its tiers around the number of websites and tracked keywords. The smaller tiers cover up to 5 websites, which suits a small business or freelancer. The middle tiers cover up to 15 websites, which suits a consultant or in-house team with a few properties. The custom tier covers 40 or more websites, which suggests agencies and larger organisations, with team users and reporting named.
| Tier | Scale on the page | Likely reader |
|---|---|---|
| SEO Classic Pro | Up to 5 websites, 500 keywords tracked daily | Small business, freelancer |
| SEO Classic Guru | Up to 15 websites, 1,500 keywords | Consultant, in-house team |
| SEO Classic Business | 40 plus websites, 5,000 keywords, team users | Agency, larger team |
| Semrush One Starter | 5 websites, 50 AI prompts daily | Small team that also wants AI visibility data |
| Semrush One Pro+ and Advanced | 15 websites, then 40 plus with unlimited prompts | Teams that track AI answers at volume |
These readings are ours, drawn from the limits, not statements by the vendor. A general method for matching a tool to a team is in how to choose an AI tool.
Core features
Keyword research
Keyword research is listed on the SEO Classic Pro plan. The page does not give a database size in the text we read, so we do not quote one.
Competitor analysis
Competitor analysis is listed on Pro and carried through higher tiers. The page names it as a feature without describing the metrics in detail.
Position Tracking
Position Tracking follows keyword rankings. Pro lists 500 keywords tracked daily, Guru lists 1,500 and Business lists 5,000. Guru adds historical data and multi-location and device data, which lets you see rankings in more than one place and on more than one device.
Backlinks
Backlinks is listed in Pro. We did not read documentation on how the backlink index is built or how large it is, so we do not compare it with other tools.
Site Audit
Site Audit is listed in Pro. The Semrush One plans mention an AI-ready Site Audit, though the text we read does not explain what makes it AI-ready.
Content optimization
Content optimization tools are listed from the Guru tier in SEO Classic and from Pro+ in Semrush One. Pro+ also lists cannibalization checks, which look for pages competing for the same keyword.
Newer and advanced features and integrations
Semrush One and AI visibility
Semrush One is the newer line. Starter lists 50 AI prompts daily, one domain for AI brand performance, 300 AI visibility reports per day and the AI-ready Site Audit. Pro+ lists 100 prompts daily. Advanced lists unlimited prompts, SEO share of voice, API, team users and reporting. These are the vendor’s allowances and we have not tested how they behave.
MCP access
MCP Access is listed on SEO Classic Pro, which means an AI agent can be connected to Semrush data on that plan. The text we read does not say what limits apply.
API integration
API integration is listed on the custom Business and Advanced tiers rather than the self-serve ones.
Other toolkits
The navigation lists Traffic and Market, Local, Content, Social, Advertising and AI PR toolkits. The pricing page we read covered only the SEO lines, so we cannot say how those toolkits are priced.
Adobe integration
Adobe’s release says Semrush is integrated with Adobe CX Enterprise. It does not say how, or whether the integration is available to ordinary subscribers.
Pricing and plans
Checked on 14 November 2026 on the official pricing page (semrush.com/pricing/seo), with the annual option selected. The page says you can save up to 17% by paying annually and shows a struck-through list price beside each discounted figure. We did not record monthly billing prices, so we cannot confirm them. Confirm everything on the vendor page, and see how to read an AI tool’s pricing page.
| SEO Classic plan | Price shown per month (annual option) | Struck-through price | Notable inclusions |
|---|---|---|---|
| Pro | $117.33 | $139 | Up to 5 websites, 500 keywords tracked daily, keyword research, competitor analysis, Position Tracking, Backlinks, Site Audit, MCP Access |
| Guru | $208.33 | $249 | Up to 15 websites, 1,500 keywords, historical data, multi-location and device data, content optimization tools |
| Business | Custom | Not shown | 40 plus websites, 5,000 keywords, Share of Voice, API integration, team users, reporting |
| Semrush One plan | Price shown per month (annual option) | Struck-through price | Notable inclusions |
|---|---|---|---|
| Starter | $165.17 | $199 | 5 websites, 500 keywords daily, 50 AI prompts daily, 1 domain for AI brand performance, 300 AI visibility reports per day, AI-ready Site Audit |
| Pro+ | $248.17 | $299 | 15 websites, 1,500 keywords, 100 prompts daily, historical data, content optimization, cannibalization, multi-location tracking |
| Advanced | Custom | Not shown | 40 plus websites, 5,000 plus keywords, unlimited prompts, SEO share of voice, API, team users, reporting |
What the two lines tell you
Comparing the tiers shows the gap between the two lines. Semrush One Starter lists the same 5 websites and 500 keywords as SEO Classic Pro, and the price difference on the annual option is about $48 per month, roughly what you pay for the AI prompts and AI visibility reports. We calculated that difference ourselves from the two shown prices, and the page does not state that the gap is only for those features. Whether it is worth it depends on how much you need AI visibility data.
Things we could not confirm
We could not confirm monthly billing prices, free trial terms, add-on pricing, user seat costs on the self-serve tiers or the refund policy. The page may state them elsewhere.
Strengths
Broad toolkit set
The navigation lists toolkits across SEO, AI visibility, traffic, local, content, social, advertising and AI PR. If you want one vendor for several marketing jobs, that is more breadth than a single-purpose tool.
Two product lines
You can choose the classic SEO plans or the newer line with AI visibility allowances, which means you only pay for AI tracking if you want it.
Clear scale limits
Each tier lists websites and tracked keywords, which makes it easy to check against your own portfolio.
Agent access on an entry tier
MCP Access is listed on SEO Classic Pro, so a team that wants to connect Semrush to an AI agent does not need a custom plan.
Backing from a large software company
Adobe’s release promises continued investment and an expanded roadmap. That is a promise, not a delivered feature, so treat it as context rather than a reason to buy.
Weaknesses and limits
Two overlapping lines are confusing
SEO Classic and Semrush One list similar limits with different names and prices. Without reading both pages carefully it is easy to buy the wrong one.
Top tiers are quote only
Business and Advanced show custom pricing, so agencies and larger teams cannot compare cost from the page.
Ownership change creates uncertainty
The acquisition release does not say how the product will be packaged or priced going forward. If you are signing a long contract, ask the vendor what, if anything, changes.
Entry cost is higher than some alternatives
On the annual option, Pro is $117.33 per month and Semrush One Starter is $165.17. Other tools in this batch list lower entry prices, though they cover different feature sets, so compare feature for feature, not only price.
Limits we could not confirm
We did not read about request caps on MCP and API, data freshness, or how many reports each plan allows beyond the ones named above.
Privacy, data handling and security
We did not read a Semrush security page, privacy policy or trust centre during this research, so we cannot confirm certifications, data retention, subprocessors or whether your data is used for model training. The pricing page lists team users, reporting and API integration on the higher tiers but does not describe access controls. Adobe’s release speaks of integration with Adobe CX Enterprise, and we do not know how customer data is treated after the acquisition. The pricing page we read also showed an account avatar in the screenshot, which is simply the browser being logged in on our side. Before you connect Search Console or share client data, ask the vendor in writing and use our guide to protecting company data.
How it compares with alternatives
This table uses only what the vendors’ own pages said on 14 November 2026. Prices are shown on different bases, so do not read the rows as a ranking.
| Area | Semrush | Ahrefs | Surfer |
|---|---|---|---|
| Positioning | SEO and AI visibility toolkits, an Adobe company | “Discoverable in search, AI, and beyond” | AI visibility platform with content tools |
| Entry paid plan shown | SEO Classic Pro $117.33 per month, annual option | Lite $129 per month (billing view not confirmed) | Discovery $49 per month, billed yearly |
| Tracked keywords at entry | 500 daily | 750 (weekly updates) | Not described in the text we read |
| AI prompt tracking | Semrush One Starter, 50 prompts daily | Lite, 150 checks per month | AI Search Analytics, 50 prompts daily |
| Agent access | MCP on SEO Classic Pro | API and MCP on all main plans | MCP on AI Search Analytics |
See Semrush versus Ahrefs: what to compare for the framework, our Ahrefs guide and our Surfer guide for the details.
Questions to ask before you buy
Which line should I choose?
Ask whether you need AI visibility data. If not, SEO Classic lists similar website and keyword limits at a lower price on the annual option.
What happens at renewal?
Ask whether prices shown with a struck-through list price are introductory or standing prices, and what the renewal price will be.
Is the acquisition changing the product?
Ask whether the Semrush toolkits will stay available as standalone products, and whether account terms or data processing terms changed after 28 April 2026.
What are the real limits on MCP and API?
Ask for request caps and rate limits in writing if you plan to build on top of the data.
Getting started
- List the jobs you want done: keyword research, rank tracking, audits, backlink research, content optimisation or AI visibility tracking.
- Open semrush.com/pricing/seo and decide between SEO Classic and Semrush One.
- Check the toggle for annual versus monthly billing before you compare prices.
- Match your number of websites and tracked keywords to Pro, Guru or a custom quote.
- Read Adobe’s acquisition release and ask the vendor about any contract implications.
- Test on a real project using how to test an AI tool before you pay for it.
Frequently asked questions
Is Semrush owned by Adobe?
Adobe’s news site says Adobe completed its acquisition of Semrush Holdings on 28 April 2026, and the Semrush site shows “An Adobe Company.”
How much does Semrush cost?
On 14 November 2026 the SEO Classic page showed Pro at $117.33 per month and Guru at $208.33 per month on the annual option, plus Semrush One Starter at $165.17 and Pro+ at $248.17. Business and Advanced are custom.
What is the difference between SEO Classic and Semrush One?
Semrush One lists AI prompts, AI brand performance and AI visibility reports in addition to the SEO tools. SEO Classic does not list those allowances.
Does Semrush track AI search results?
Semrush One lists daily AI prompts, a domain for AI brand performance and AI visibility reports, and the navigation has an AI Visibility toolkit. For wider context see our AI search roundup.
Does it have an API or MCP?
MCP Access is listed on SEO Classic Pro, and API integration is listed on the custom tiers.
Is there a free trial?
We could not confirm trial terms from the pages we read.
How many users does Semrush have?
The vendor says over 28 million users. We have not verified that number.
Conclusion
Semrush is a broad marketing suite now owned by Adobe, with two product lines on the pricing page and plans that scale by websites and tracked keywords. The documented strengths are breadth, clear limits and an AI visibility option. The documented limits are overlapping product lines, quote-only top tiers and several details we could not confirm, including security, trial terms and what the acquisition changes. We did not test the product, so test it on real work.
When you weigh it against another suite, use how to compare AI tools side by side fairly, and check every price on the vendor page first.
Sources
- Semrush SEO pricing page, accessed 14 November 2026
- Adobe news: Adobe completes Semrush acquisition, accessed 14 November 2026
