Semrush was launched in 2008 by a group of IT and SEO specialists to make the digital competition fair and transparent. Today, it's one of the most popular and powerful platforms used by marketers to grow their website’s traffic and keep up with the SEO industry.
It offers a wide range of features, including keyword research, competitive analysis, site audit, on-page SEO checker, and many more. With the introduction of Semrush One, it has also added complete visibility tracking across AI search engines like ChatGPT and Gemini. In this detailed review, we’ll cover Semrush’s core features, pricing plans, use cases, and much more.
SemRush: Plans and pricing
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Pro | $117.33/month | $139/month |
Guru | $208.33/month | $249/month |
Business | $416.66/month | $499/month |
Semrush One Starter | $165.83/month | $199/month |
Semrush One Pro+ | $248.17/month | $299/month |
Semrush One Advanced | $455.67/month | $549/month |
Semrush underwent a significant evolution in October 2025 with the launch of Semrush One, which fundamentally changed how the platform approaches search visibility. The company now offers two main product lines: the Classic SEO Toolkit and the bundled Semrush One platform.
SEO Classic
The Pro Plan now costs $139.95/month (or $116.16/month billed annually), representing a $10 increase from previous pricing. This entry-level plan is ideal for freelancers, startups, and in-house marketers managing up to 5 projects. You can track up to 500 keywords, generate 10,000 results per report, and access 3,000 reports daily. The plan includes essential SEO, PPC, and research tools, covering keyword research, website audits, backlink analysis, competitor analysis, and advertising tools.
The Guru Plan remains at $249.95/month ($208.33/month annually) and targets agencies and mid-sized businesses. This tier includes everything in Pro plus the Content Marketing Toolkit, historical data access (12 months), multi-location and device tracking, and Looker Studio integration. You can manage up to 15 projects, track 1,500 keywords, and generate 30,000 results per report. This plan has become particularly popular among growing marketing teams needing more robust data analysis.
The Business Plan stays at $499.95/month ($416.66/month annually) for large agencies and enterprises. It expands to 40 projects, 5,000 tracked keywords, and 50,000 results per report. Exclusive features include Share of Voice metrics, extended limits, API access, PLA (Product Listing Ads) analytics, and free migration from third-party tools. This tier is designed for organizations with extensive marketing operations requiring deep data insights.
Semrush One
Semrush One represents a major strategic shift, bundling the Classic SEO Toolkit with the AI Visibility Toolkit into a unified platform. This integration addresses the evolving search landscape where AI platforms like ChatGPT, Google AI Mode, Gemini, and Perplexity are reshaping how users discover information.
The Starter Plan ($199/month or $165.83/month annually) combines the equivalent of Semrush Pro with AI visibility tracking. You can monitor up to 5 websites, track 50 prompts daily across major AI platforms, and monitor 500 keywords. This plan saves $40/month compared to purchasing Pro ($139.95) and AI Visibility Toolkit ($99) separately.
The Pro+ Plan ($299/month or $249.17/month annually) includes all Starter features plus historical data, monitoring for up to 15 websites, 100 tracked prompts, and 1,500 keywords for daily tracking. This tier particularly appeals to growing agencies managing multiple clients.
The Advanced Plan ($549/month or $457.50/month annually) offers comprehensive capabilities for large agencies, including API data integration, MCP (Model Context Protocol) access, free migration from third-party tools, monitoring for 40 websites, 5,000 keywords, and 200 prompts daily.
AI Visibility Toolkit
Available separately at $99/month per domain, this toolkit can be added to existing Classic SEO subscriptions. However, purchasing Semrush One provides better value and integration. The toolkit tracks brand mentions and visibility across ChatGPT, Google AI Overviews, Perplexity, Gemini, and other AI platforms. Additional domains cost $99/month each, and extra users require $99/month per seat. Prompt tracking can be extended at $60/month for 50 additional prompts.
ContentShake AI
This AI-powered content creation tool is available as a standalone subscription at $60/month or included within higher-tier plans. It generates SEO-optimized articles, provides topic ideas, creates outlines, and publishes content directly to platforms. The tool supports seven languages and integrates Semrush's competitive data with AI writing capabilities.
Additional costs
Semrush plans are designed for single users. Additional user seats cost extra: Pro plans add users at one rate, while higher tiers have different pricing structures. The platform also offers various add-ons including Base Report ($10/month) and Pro Report (pricing varies) for enhanced integrations. The AI Writer Chrome Extension is free with limited features (50 rewrites/month for non-subscribers).
All plans include a 14-day free trial for new users (7 days for some toolkits), though Semrush has implemented a strict refund policy limited to seven days after purchase for annual subscriptions only, available as a one-time offer.
SemRush: Features
AI tools
Semrush has aggressively expanded its AI capabilities, transforming from a traditional SEO platform into a comprehensive AI-powered marketing suite. The platform now offers multiple AI-driven tools addressing content creation, visibility tracking, and optimization across both traditional search engines and emerging AI platforms.
ContentShake AI represents Semrush's flagship content creation tool, combining ChatGPT's generative capabilities with real-time SEO data from Semrush's extensive database. Unlike standalone AI writing tools, ContentShake AI leverages Semrush's competitive intelligence, analyzing top-ranking content to generate articles optimized for both search engines and user engagement.
ContentShake AI also generates royalty-free AI images and supports seven languages including English (American and British), French, Spanish, German, Italian, Portuguese, and Dutch. You can customize tone of voice, readability level, and brand style, with the platform maintaining consistency across all generated content.
Content Toolkit encompasses multiple AI-powered features beyond ContentShake. The AI Article Generator creates data-driven content for both Google and AI search engines, AI Search Optimizer helps make content visible across traditional search results (Google) and AI-powered platforms like ChatGPT. Meanwhile, Semrush's Content Repurposing feature uses AI to transform website content into shareable assets for social media, email campaigns, and other channels. Topic Finder analyzes Semrush data to suggest trending content ideas while the SEO Brief Generator creates structured outlines for readers and search algorithms.
AI Visibility Toolkit addresses the paradigm shift toward AI-powered search experiences. Launched as a standalone product in early 2025 and integrated into Semrush One in October 2025, this toolkit monitors brand presence across ChatGPT, Google AI Mode, Google AI Overviews, Gemini, Perplexity, and other AI platforms.
Visibility Overview provides an AI Visibility Score showing how frequently and prominently your brand appears in AI-generated responses compared to competitors. Brand Performance Analysis tracks how AI platforms describe your brand, identifying which content they cite and whether mentions are positive, neutral, or negative. Semrush also offers the AI Readiness Audit, which checks technical and structural issues that could block AI systems across 25+ on-page factors.
Keyword research tools
SemRush does in-depth keyword research and offers tons of details, including search volumes that often stretch into millions for high-traffic terms, user intent classifications (informational, commercial, navigational, transactional), and competitive density scores on a scale from 0 to 1.0. This is crucial to tweak your SEO strategy to match your audience's behavior precisely.
Plus, its competitive analysis doesn't just skim the surface but goes deep. By analyzing your competitors' organic search metrics, SemRush finds out not just the keywords they're ranking for but also delivers a visibility score that reflects their prominence on SERPs. This is instrumental in identifying not just any keywords but the right ones that can improve your SERP positioning.
The tool's keyword magic feature is also pretty impressive, as it offers over two million keyword ideas from a single seed keyword. This vast pool of suggestions opens up avenues for content strategy expansion and reveals less obvious yet potentially lucrative keyword opportunities.
We also love SemRush’s Gap analysis feature which takes a comparative approach and directly contrasts your keyword profile with up to five competitors. It's not merely about volume but it dives into keyword difficulty scores and SERP features occupied by competitors. This comparison explains strategic gaps in your SEO approach and offers a roadmap to prioritize efforts on keywords where you can realistically outperform your rivals.
Moreover, if you’re looking for “not provided” keywords, SemRush also integrates with Google Analytics and Google Search Console to bring such keywords to light and present a complete picture of your organic search landscape. This integration is super-friendly for bridging the gap between estimated search data and actual visitor behavior on your site.
Again, SemRush is designed to help you out with extensive tasks. For this, you get to manage and segment up to 2,000 keywords under the Keyword Manager. This feature is particularly useful for large-scale campaigns or agencies managing multiple clients.
Content optimization tools
SemRush content optimization tools analyze and provide recommendations on keyword usage to make your content more SEO-friendly. They not only identify which keywords to use but also mention the number of times to use them. This is guided by insights acquired from your competitor's performance.
Plus, you can integrate Semrush into your Google Docs, WordPress, and even MS Word account. It offers extensive writing assistant tools that use AI to brief you on important metrics about your content, including its formatting, SEO optimization, tips to improve readability, and many more. They do this by evaluating your content for factors like sentence length, complexity, and overall structure and offering suggestions to enhance readability. This is crucial, as accessible content tends to perform better in terms of user engagement and search engine rankings. The best part? You get all this live along with your writing tools. This saves a lot of your time during editing and improves your content significantly. And, if you use a separate tool for plagiarism checking, SemRush will also solve that issue, as it has its own originality checker. The tool scans a vast database, flagging potential duplicates so you can maintain the uniqueness of your content, which is critical for ranking purposes.
PPC keyword research tools
SemRush's PPC Keyword Research Tools present highly searched terms to niche long-tail keywords, with volumes varying from a few searches per month to several thousand. This information helps you identify both high-traffic and low-competition opportunities.
Cost-per-click (CPC) analysis is another area where these tools deliver extensive data. CPC values can range from as low as $0.05 in less competitive niches to over $50 for highly competitive terms. This insight helps you make informed decisions on budget allocation and bidding strategies.
We’re also big fans of Semrush’s competitive analysis feature, which points out rivals’ strategies and reveals opportunities for optimization and outperforming competitors. This insight includes data on competitors' ad spend, the keywords they are bidding on, and their past ad performance. By gaining this information, you can identify gaps in their strategy and take an upper hand.
Lastly, you also gain access to localized data with Semrush. This helps you improve the relevance of ads in specific demographics and regions to increase your engagement rates and the overall efficiency of PPC campaigns.
On-[age and technical SEO
Semrush's Site Audit tool is designed to crawl websites in detail by simulating search engine crawling behaviors. While doing this, it pinpoints and prioritizes on-site issues, covering more than 130 checks for SEO health, including HTTPS security protocols, core web vitals, and issues like duplicate content.
Among the On-Page and Technical SEO tools, the On-Page SEO Checker is our favorite, as it goes beyond keyword optimization. Utilizing Semrush's extensive dataset, it provides tailored recommendations by analyzing SERP positions, backlink profiles, and content quality. Plus, it predicts how much traffic you might get and compares your site with competitors.
Also, if you face difficulty deciding what to include in your article, the SEO Content Template tool can be of great use to you. It generates content creation blueprints by analyzing top-performing pages for selected keywords. Moreover, It advises on text length, backlink sources, and multimedia inclusion tailored to Google's SERP features preferences.
Link building and backlink analysis
Semrush's Backlink Analytics tool examines websites' backlink profiles by identifying link-building patterns and pointing out opportunities for growth. It does this by separating links by type, attributes, and quality. Besides this, it also tracks how backlink profiles change over time to understand patterns on how these links are won.
We all know how harmful backlinks can affect SEO health. Keeping that in mind, SemRush also offers a Backlink Audit feature that identifies potentially harmful backlinks. This process involves integrating with Google Search Console to evaluate link quality using over 45 different toxic markers. With this, you can easily manage and reject harmful links directly on the platform.
Its link-building tools further help to simplify your outreach process. It suggests potential link-building opportunities based on competitor backlink profiles and keyword priorities. We also love how Semrush manages outreach campaigns and evaluates the authority and relevance of suggested sites. Also, the way it organizes prospects by campaign for the efficient execution of targeted link-building strategies greatly streamlines the process.
SemRush: Interface and in-use
SemRush’s interface is user-friendly and effective, so whether you're a beginner or an experienced digital marketer, you won't have issues navigating its extensive toolset. The dashboard is also neatly organized, so you have tools for SEO, PPC, and content marketing at your fingertips. What we love the most about this setup is the ease with which we can switch between tasks.
Though the platform's broad range of features might initially confuse a beginner, this variety showcases SemRush's strength as a vast digital marketing tool. Overall, SemRush offers a mix of complexity and user-friendliness and delivers a powerful resource for diverse digital marketing activities.
SemRush: Support
SemRush offers multiple support options to help you fully utilize its capabilities. If you're new to the platform or want to improve your understanding of its features, you can schedule a session with an expert. These experts walk you through the platform and demonstrate how to make the most of its extensive features.
For those considering an upgrade or needing a solution for their specific requirements, the sales team is always available to assist and guide you through the different options to find the perfect fit for your needs.
SemRush also caters to users who prefer to explore and learn independently. It offers many self-help resources, including user manuals, instructional videos, and FAQs. These materials are designed to help users navigate the platform and address any questions they may have.
SemRush: The competition
SEMRush is broadly aligned with competing SEO services in terms of both pricing and the feature set. For example, Moz Pro, one of its top competitors, has roughly comparable subscriptions (although a lower entry tier) at the price points of $99, $179, $249, and $599 per month, with each upgrade adding higher limits and new features.
Also, keep in mind that some platforms have more affordable plans than either SEMRush or Moz Pro. For those who don’t need everything included in the Pro subscription, or if $120 per month is over your budget, then consider a service with a lower barrier to entry.
SemRush: Final verdict
If you’re looking for an SEO tool to enhance your website’s SEO, PPC, and content strategies, SemRush is probably among the top options. While we did face a learning curve to use its comprehensive features, its interface is remarkably user-friendly. We appreciate the supportive resources and expert guidance SemRush provided, as it helps maximize the investment.
The plans offered by SemRush are also designed to accommodate the needs of all businesses, whether a small team or an enterprise. Despite the plans being costly, the substantial value SemRush adds to online marketing efforts justifies the price, making it an excellent investment if you're looking to boost your website.
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