Semrush pricing

About

Semrush is an online-visibility and marketing platform used by SEO specialists, content marketers, agencies and in-house marketing teams to research keywords, audit sites, analyze competitors, run PPC and content workflows, and — increasingly — measure and grow visibility inside AI search answers. The company sells a broad toolkit under one account: a core SEO + AI Search subscription plus separately-priced Local and Social products, an App Center marketplace of third-party apps, and an API.

Its buyer base spans freelancers and small businesses (the entry SEO plan) through agencies and large enterprises. Semrush is a public company (NYSE: SEMR); on 28 April 2026 Adobe closed its ~$1.9 billion all-cash acquisition (announced 19 November 2025 at $12.00/share). The pricing page’s logo lockup now reads “Semrush — An Adobe Company”, and the Enterprise motion is presented through a co-branded Adobe Brand Visibility offering that pairs Semrush’s search intelligence with Adobe’s agentic optimization capabilities.

The defining recent change is the ~May 2026 repositioning of the main plan family from a decade-old Pro/Guru/Business ladder to “SEO + AI Search”: every paid tier now bundles AI-visibility features (tracked prompts per day, AI-answer sentiment monitoring, and AI visibility reports), folding what used to be separate content/AI add-ons into the base subscription. Semrush competes with Ahrefs and Moz on core SEO, and — on the AI-search-visibility frontier — with newer answer-engine-optimization entrants. This bundle-everything approach contrasts with the subscription-pricing peers in the corpus that keep AI features as paid add-ons.

Pricing summary : How Semrush’s tiered SEO + AI Search subscription is priced

Semrush uses a flat tiered subscription (a fixed monthly fee per plan, not per seat) with several stacked dimensions:

1. Core SEO + AI Search tiers: SEO $139.95/mo, Starter $199/mo, Pro+ $299/mo, Advanced $549/mo. Higher tiers unlock more capacity (websites 5→40, keywords tracked/day 500→5,000) and more AI-visibility prompts tracked daily (50→200). Annual billing saves up to 17% (SEO drops to $117.33/mo billed annually).
2. Account add-ons (across products): Additional Users from $45/mo (each), Lead Generation $90/mo, Base Report $10/mo, Pro Report $20/mo.
3. Separate self-serve products: Local is billed per business location (Base $30, Pro $60 per location/mo; Business custom); Social is Base $20/mo, Pro $40/mo, Business $250/mo.
4. App Center marketplace: third-party apps priced individually per month (e.g. CallRail $125/mo, AdClarity $349/mo, LLM Gap Analyzer $49/mo).
5. Enterprise: quote-only, sold via the co-branded Adobe Brand Visibility offering.

What makes this different: rather than metering usage, Semrush gates value through per-tier capacity limits (websites, keywords, tracked prompts) and layers optional per-seat and per-report add-ons on top — and it has bundled AI-search-visibility metering directly into every SEO tier instead of selling it separately. Compare this bundled approach to credit-based billing models elsewhere in the corpus.

Pricing by product

SEO + AI Search (core plans)

All SEO + AI Search plans include a 7-day free trial (credit card required, cancel anytime); there is no permanent free tier.

Account add-ons (apply across the main plans)

Local (separate product — priced per location)

Social (separate product)

App Center & API

The App Center is a marketplace of first- and third-party apps priced individually per month on top of a subscription — e.g. CallRail $125/mo, SERP Gap Analyzer $99/mo, AdClarity $349/mo, Influencer Analytics $249/mo, Exploding Topics $99/mo, LLM Gap Analyzer $49/mo (most offer a free trial). The Semrush API (v3/v4) is metered in API units against an account balance and is contact/subscription-gated rather than publicly per-unit priced on the developer site.

Sales motions across products: PLG / self-serve for SEO + AI Search, Local (Base/Pro), Social and App Center apps; sales-led / quoted for Enterprise and Local Business.

Hidden costs : What Semrush agencies actually pay after seats and add-ons

The advertised tier price understates what a real agency or multi-location brand pays, because seats, reporting, lead-gen and each separate product line are all billed on top of the base plan. Two representative examples (monthly billing):

A 4-person agency on Pro+ (extra seats, white-label reports, lead-gen)

The seat and reporting add-ons alone add ~$245/mo — more than the difference between two full tiers — so a growing agency’s real Semrush bill drifts well above the headline $299.

A regional brand stacking three product lines

Because Local is priced per location and Social is a wholly separate subscription, a brand that wants organic, local and social visibility from one vendor effectively pays three bills — none of which share entitlements. See how per-location metering compares to per-seat pricing elsewhere in the corpus, and how bundling changes buyer math in our guide to choosing the right usage metric.

Want to estimate your own Semrush bill? Use the Semrush pricing calculator to model your monthly cost across plan tier, extra seats, reporting add-ons and Local/Social product lines.

Pricing evolution : From an SEO tool ladder to bundled AI-search visibility

For most of its history Semrush changed pricing slowly — the same Pro/Guru/Business ladder held for years, with a mid-cycle price bump. The pace accelerated sharply in 2026 around the Adobe acquisition and the AI-search repositioning.

Cadence

Tracked range: 2022-01 – 2026-08. Quarters not listed above were verified stable (0 price changes, 0 SKU additions) or unarchived; Wayback snapshots of the 2023 pricing page rendered as JS skeletons, so intermediate months are marked stable rather than inferred.

Notable changes

• 2022-01 — Wayback snapshot confirms the long-standing Pro $119.95 / Guru $229.95 / Business $449.95 monthly ladder (semrush.com/prices/).
• 2024-01 — Wayback snapshot confirms an across-the-board increase to Pro $129.95 / Guru $249.95 / Business $499.95, plus new Local, Social and ImpactHero add-ons (semrush.com/pricing/).
• 2025-11-19 — Adobe announces a definitive agreement to acquire Semrush for ~$1.9B ($12.00/share, all-cash).
• 2026-04-28 — Adobe completes the acquisition; the “Adobe Brand Visibility” co-branded Enterprise offering launches.
• 2026-05 — Main plans restructured to “SEO + AI Search” (four tiers, AI-visibility metering bundled into every tier); /pricing/ begins redirecting to /pricing/seo-ai-search/.

The 2026 SEO + AI Search restructure in detail

The single most consequential change is the shift from selling SEO as the product to selling visibility everywhere search happens — including inside AI answers. The old Pro/Guru/Business names disappeared entirely, replaced by SEO, Starter, Pro+ and Advanced. More important than the rename is the bundling decision: AI-visibility features that a competitor might sell as a standalone answer-engine-optimization SKU (tracked prompts per day, AI-answer sentiment, AI visibility reports, an AI-ready Site Audit) are now baked into every paid tier, with capacity scaling from 50 to 200 tracked prompts/day up the ladder. The entry tier was also renamed from “Pro” to the category keyword “SEO” and repriced to $139.95 — landing the new floor just above the old Pro’s $129.95, effectively a modest increase wrapped inside a much larger repositioning.

What’s unique : Bundled AI-visibility metering inside flat SEO tiers

1. AI-search visibility is bundled, not metered as an add-on. Where much of the market is racing to sell “generative engine optimization” as a separate product, Semrush folds prompt tracking (50–200/day), AI-answer sentiment and AI visibility reports into every SEO tier. The tracked-prompts allowance behaves like a soft usage lever inside an otherwise flat subscription — you buy a bigger plan to track more prompts, not a metered overage. This is a deliberate contrast to the outcome- and usage-metered AI pricing emerging elsewhere.

2. Flat capacity gates instead of consumption billing. Semrush almost never charges overage. Value is fenced by fixed per-tier limits — websites (5→40), keywords tracked/day (500→5,000), tracked prompts/day (50→200) — so the bill is predictable but upgrades are lumpy. Buyers hit a wall and jump a whole tier rather than paying incrementally, which sidesteps the value-metric problem at the cost of granularity.

3. Per-location pricing on Local, per-plan everywhere else. Local is the one place Semrush meters a real unit — each business location is a separate $30 (Base) or $60 (Pro) line item — while SEO and Social stay flat per plan. A 10-location brand on Local Pro pays $600/mo before any main-plan cost, making Local behave far more like usage-based billing than the flagship product.

4. A stacked add-on shelf that quietly re-prices the platform. Additional Users ($45/mo, or $20 on Local/Social), Lead Generation ($90), Base Report ($10) and Pro Report ($20) sit below every plan grid. Seats and white-label reporting are where agency bills actually inflate — the same seat costs more than twice as much on the main plans as on Local/Social, a segmentation choice most buyers never notice.

5. Marketplace apps and API run on entirely separate meters. App Center apps (e.g. CallRail $125/mo, AdClarity $349/mo, LLM Gap Analyzer $49/mo) are individually subscribed on top of a plan, and the API is metered in “API units” against an account balance rather than a public per-call rate — so the true cost of “all of Semrush” is a stack of independent subscriptions, not one number.

Strengths & weaknesses

Billing UX : Monthly/Annually toggle, add-on shelf and per-product plan switching

• Monthly / Annually toggle — a switch at the top of each pricing page recalculates all tiers; the annual view shows the discounted monthly-equivalent price (“$117.33/mo billed annually”) alongside the struck-through monthly rate and a “save up to 17%” badge.
• Product selector dropdown — the same “Plans & Pricing” page swaps between product families (SEO + AI Search, Local, Social) via a dropdown, each rendering its own tier grid and add-on shelf.
• “Improve your plan with add-ons” shelf — a dedicated section below every plan grid where Additional Users, Lead Generation, Base Report and Pro Report are added a la carte with their own monthly prices.
• Compare Plans table — an expandable feature-by-feature comparison grid (websites, keywords, mobile data, share of voice, with an “Expand details” control) sits under the cards for side-by-side tier selection.
• “Try for free” vs “or subscribe” — each card offers a 7-day free-trial CTA and a direct subscribe path; a footnote clarifies card entry does not immediately charge and cancellation is available anytime.
• Enterprise “Let’s talk / Request demo” — the Enterprise and Local Business tiers replace a price with a demo-request CTA, routing to sales for a custom quote (Custom pricing available).

Strategic wins : Packaging decisions that widened the funnel

1. Renaming the entry plan “SEO” turned the tier into a keyword

Repricing “Pro” to “SEO” at $139.95 does double duty: it captures the exact search term buyers use and quietly resets the price floor above the old $129.95 Pro. Naming a tier after the category is a subtle SEO-and-pricing play that most vendors miss. It also makes the four-tier ladder legible at a glance — SEO, Starter, Pro+, Advanced reads as an obvious progression.

2. Bundling AI visibility pre-empted a standalone competitor category

By baking prompt tracking and AI-answer sentiment into every tier rather than selling a separate SKU, Semrush denies oxygen to point-solution answer-engine-optimization tools. The move reframes the whole platform around “visibility everywhere search happens,” which is where the market is heading — see our take on outcome-based AI pricing. It also raises perceived value without adding a line item buyers must approve.

3. Keeping pricing fully public builds trust in a gated category

Every SEO, Local and Social tier price is visible without a sales call, which is unusual among enterprise-leaning marketing suites and a real differentiator versus quote-only competitors. Transparent pricing shortens the buyer journey and feeds AI-search citations that quote-walled rivals can’t earn. It aligns with the migration playbook of leading with clarity when you change packaging.

4. Per-location Local pricing scales revenue with customer footprint

Charging per business location on Local ties Semrush’s revenue directly to a customer’s real-world size — a multi-location brand pays proportionally more without renegotiation. It’s the one genuinely usage-shaped meter in the portfolio and it grows automatically as the customer grows, echoing the logic in our introduction to usage-based pricing.

Areas to improve : Where the multi-product add-on stack gets confusing

1. Surface the true multi-product bill before checkout

Because SEO, Local (per location), Social, seats, reports and App Center apps are all billed separately, a buyer assembling “all of Semrush” has no single place to see the total. A combined estimator on the pricing page — pick a plan, add locations, seats and products, see one number — would remove sticker shock and reduce churn from surprised finance teams. Until then, our Semrush pricing calculator fills the gap.

2. Make the tracked-prompt allowance behave like real usage

Bundling AI visibility is smart, but capping it at 50–200 prompts/day with no metered overage forces a full-tier jump the moment a buyer needs prompt #201. Offering a small per-prompt or prompt-pack overage would let AI-heavy customers grow inside a tier instead of over-buying, aligning the meter with actual usage-based pricing models.

3. Fix the seat-price inconsistency across products

An Additional User costs $45/mo on the main plans but $20/mo on Local and Social, with no on-page explanation. Either harmonize the seat price or clearly label why platform seats cost more — the silent 2.25× gap reads as arbitrary to agencies staffing across products and undermines the otherwise-transparent pricing story.

4. Ease the Pro/Guru/Business → SEO+AI Search migration

The 2026 rename erased a decade of muscle memory; long-time customers searching “Semrush Guru price” now land on unfamiliar tiers. A visible mapping table (“Guru is now Pro+”) and grandfathered-price messaging would blunt the confusion and protect renewal rates through the transition, mirroring good practice from our SaaS pricing-migration guide.

Key takeaways

1. Bundle the emerging category before someone else sells it as a SKU. Semrush folded AI-search visibility into every tier instead of shipping a separate answer-engine-optimization product, raising perceived value without a new line item. Bundling a fast-emerging capability into the base plan can pre-empt point-solution competitors.
2. Name a tier after the keyword. Repricing “Pro” to “SEO” both captures search intent and resets the price floor upward under cover of a rename. Tier names are marketing real estate, not just labels.
3. Flat capacity gates trade granularity for predictability. Overage-free tiers give buyers a stable bill but force lumpy, whole-tier upgrades. If your buyers value forecastability over pay-as-you-go, gating on fixed limits is defensible — but it leaves growth revenue on the table between tiers.
4. The add-on shelf is where the real ARPU lives. Seats, white-label reporting and lead-gen quietly re-price the platform well above the headline tier. Design and disclose add-ons deliberately, because that is where agency bills actually inflate.
5. Per-unit pricing on one product can coexist with flat pricing on the rest. Semrush meters Local per location while keeping SEO and Social flat — proof you can match the pricing model to each product’s value driver instead of forcing one model across a portfolio.

UBP implications

1. “Tracked prompts per day” is an early value metric for AI-search visibility. Semrush is normalizing a consumption-shaped unit (prompts monitored) even inside a flat plan, signaling where answer-engine-optimization pricing will meter as the category matures. Watch for the day that allowance becomes a metered overage.
2. Bundling can be a defensive UBP move, not just a packaging one. By absorbing AI-visibility usage into the subscription, Semrush removes a metered wedge a competitor could exploit — a reminder that whether to meter a new capability is a competitive decision, not only a monetization one.
3. Per-location metering shows usage-based pricing works for non-technical buyers. Local’s per-location charge is legible to small-business owners in a way per-token pricing never is, underscoring that the right usage metric is the one the buyer already counts in their head.

Sources

• Semrush SEO + AI Search pricing page (accessed 2026-08-09)
• Semrush Local pricing (accessed 2026-08-09)
• Semrush Social pricing (accessed 2026-08-09)
• Semrush Enterprise (Adobe Brand Visibility) (accessed 2026-08-09)
• Semrush App Center (accessed 2026-08-09)
• Semrush API (developer docs) (accessed 2026-08-09)
• Historical pricing — semrush.com/prices/ (Wayback, Jan 2022) (accessed 2026-08-09)
• Historical pricing — semrush.com/pricing/ (Wayback, Jan 2024) (accessed 2026-08-09)

Bottom line

Semrush has quietly reinvented itself twice at once: it swapped a decade-old Pro/Guru/Business ladder for a four-tier “SEO + AI Search” lineup that bundles answer-engine visibility into every plan, and it did so as Adobe closed a ~$1.9B acquisition. The pricing is refreshingly transparent and predictable — but the true cost of the whole platform is a stack of independent subscriptions (plan + seats + reports + per-location Local + Social + apps), so the headline tier price is only the entry point.

Want to compare Semrush against other marketing and SEO pricing? Browse the pricing blueprint.

Pricing timeline : Major events on a vertical axis

Each milestone below corresponds to a public pricing change, product launch, or material adjustment. Major events use a filled marker; minor adjustments use a faded one.

SEO + AI Search — current state

Aug 2026

Live capture confirms SEO $139.95, Starter $199, Pro+ $299, Advanced $549 (monthly; annual saves up to 17% — SEO $117.33/mo). Account add-ons: Additional Users from $45/mo, Lead Generation $90/mo, Base Report $10/mo, Pro Report $20/mo. Local (per location: Base $30, Pro $60) and Social (Base $20, Pro $40, Business $250) sold separately; Enterprise quote-only.

Main plans restructured to 'SEO + AI Search'

May 2026

The classic Pro/Guru/Business ladder was retired for a four-tier 'SEO + AI Search' family — SEO $139.95, Starter $199, Pro+ $299, Advanced $549/mo — each bundling AI-visibility metering (50–200 tracked prompts/day, AI-answer sentiment, AI visibility reports). Wayback shows /pricing/ began 302-redirecting by 2026-05-04 and /pricing/seo-ai-search/ was first archived 2026-05-14.

Adobe closes acquisition; 'Adobe Brand Visibility' launches

Apr 2026

Adobe completed the ~$1.9B acquisition. The pricing-page logo lockup now reads 'Semrush — An Adobe Company', and the Enterprise motion is presented through a co-branded 'Adobe Brand Visibility' offering pairing Semrush search intelligence with Adobe's agentic optimization capabilities.

Adobe agrees to acquire Semrush for ~$1.9B

Nov 2025

Adobe announced a definitive agreement to acquire Semrush (NYSE: SEMR) in an all-cash deal at $12.00/share, ~$1.9B — a ~74% premium — to fold generative-engine-optimization and AI-search-visibility data into Adobe's marketing stack.

Across-the-board price rise + product expansion

Jan 2024

By January 2024 the three tiers had risen to Pro $129.95, Guru $249.95 and Business $499.95/mo, and the a-la-carte shelf had grown to include Semrush Local (Basic +$20, Premium +$40/mo), Semrush Social (+$19.75/mo), an Agency Growth Kit (Start +$69, Scale +$149, Advanced +$249/mo) and ImpactHero (+$200/mo). Additional Users unchanged at +$45/+$80/+$100 per user.

Long-standing Pro / Guru / Business three-tier

Jan 2022

Core plans were Pro $119.95/mo, Guru $229.95/mo and Business $449.95/mo (monthly; 'pay annually, save up to 17%'). Capacity gated by projects (5/15/40) and keywords tracked (500/1,500/5,000); Additional Users billed +$45/+$80/+$100 per user and Semrush .Trends +$200/mo.