Semrush review (2026): features, pros and cons, and what to check before you buy
All-in-one SEO and AI search visibility suite sold as tiered subscriptions with per-plan project and tracking caps.
Our take for buyers
Semrush is an all-in-one SEO and AI search visibility suite, and it is one of the better documented tools on the legal side. A public Data Processing Addendum exists, updated July 2025, and a subprocessor list is published. EEA data is transferred to the US under standard contractual clauses, and the primary hosting region is not named. Reviewers also name expensive add-ons as a recurring complaint, so check them during procurement.
It suits marketing teams that want keyword, audit, backlink and AI visibility tools in one login, and can live with 5 to 15 websites per plan. G2 shows 4.4 out of 5 from 4,016 reviews, with praise for the broad toolset and strong backlink audit capabilities. Complaints cover price, add-on costs and a steep learning curve. Seats are a separate paid line.
Pros
- Broad toolset in one suite.
- Strong backlink audit capabilities.
Cons
- Expensive for small teams.
- Add-on pricing adds up.
- Steep learning curve.
- Best for
- Marketing teams that want keyword, audit, backlink and AI visibility tools in one login.
- Starting price
- EUR 112.52/month billed annually (SEO plan), EUR 134 billed monthly
- G2 rating
- 4.4 (4,016 reviews)
What is Semrush?
All-in-one SEO and AI search visibility suite sold as tiered subscriptions with per-plan project and tracking caps. Marketing teams wanting keyword, audit, backlink and AI visibility work behind one login should shortlist it, at EUR 112.52 a month on annual billing. Budget for add-ons such as extra users from EUR 43, and check the 5 to 15 website limit per plan.
Category: SEO Tools
Semrush key features
| Criterion | What we found |
|---|---|
| Rank tracking | Position tracking: 500 keywords daily on SEO and Starter, 1,500 on Pro+, 5,000+ on Advanced. |
| Content optimization and AI features | AI visibility tracking: 50 prompts (Starter), 100 (Pro+), unlimited (Advanced) |
| Reporting and white label | Base Report add-on EUR 9.59/mo, Pro Report add-on EUR 19.18/mo. |
| Project and credit limits | Websites per plan: 5 / 5 / 15 / 40+; results per report not published. |
| Pricing model and transparency | Flat plan tiers; extra users, lead generation and reports are paid add-ons. |
Semrush plans and pricing
| Plan | Price | Unit | Notes |
|---|---|---|---|
| SEO | EUR 112.52/mo annual; EUR 134/mo monthly | per plan | 5 websites, 500 keywords tracked daily |
| Starter | EUR 158.40/mo annual; EUR 190/mo monthly | per plan | 5 websites, 500 keywords, 50 AI prompts daily |
| Pro+ | EUR 238/mo annual; EUR 286/mo monthly | per plan | 15 websites, 1,500 keywords, 100 AI prompts daily |
| Advanced | Custom | per plan | 40+ websites, 5,000+ keywords, unlimited AI prompts, request demo |
The vendor pricing page shows prices in EUR (display currency may depend on visitor location), including with a USD currency parameter. Free plan: 1 demo project, 10 reports per day. Trial stated as 7 days. Third-party sites quote USD (e.g. Pro+ USD 299 monthly) but these are not confirmed by the vendor.
Who should shortlist Semrush
A strong fit for
- Marketing teams that want keyword, audit, backlink and AI visibility tools in one login.
- Teams that can live with 5 to 15 websites per plan.
A weak fit for
- Solo site owners on a tight budget (reviewers repeatedly call it expensive)
- Teams needing many seats cheaply: extra users start at EUR 43 per month each.
Semrush alternatives
AhrefsSEO and link-building teams who value backlink and competitor data.
Moz ProSmall businesses (about 58% of G2 reviewers)
SE RankingSmall agencies that need white-label reports and many client projects (via Agency Pack)
MangoolsFreelancers and small sites that mainly need keyword research and rank tracking.
SerpstatSmall businesses and freelancers who want an all-in-one SEO suite at a low monthly price.
ClearscopeContent teams and agencies that want unlimited users on a flat monthly price.
Security, admin and compliance
Published: a public DPA (updated July 2025), a subprocessor list, and EEA data transfers to the US under SCCs. The primary hosting region is not named. SSO, SCIM and audit logs are not listed on the pricing page, and no security certifications are listed. The contract is monthly or annual, with a 7 day trial and cancellation anytime per the pricing page. If you need EU-only hosting, SSO or audit logs, ask in writing.
- Data residency
- Primary region not named; EEA data transferred to the US under SCCs; subprocessor list published.
- Public DPA
- Yes, public Data Processing Addendum (updated July 2025)
Contract and buying terms
- Contract
- Free trial 7 days, cancel anytime per pricing page; monthly billing available.
- Starting price
- EUR 112.52/month billed annually (SEO plan), EUR 134 billed monthly.
- Pricing model
- Flat per plan plus paid extra users.
- Free plan or trial
- Free plan, Free trial.
What to test in a Semrush demo or trial
Use the 7 day trial to test the features you will use daily, since the plan caps are tight: 500 keywords tracked daily on SEO and Starter, and 5 websites. Check AI visibility tracking with your real prompts, as that sits at 50 prompts on Starter and 100 on Pro+. Test the backlink audit that reviewers praise. Then budget the learning curve, which reviewers flag. Count how many colleagues need access, because extra users are paid add-ons, and check what the Base Report and Pro Report add-ons actually add.
Questions to ask Semrush before you sign
These are the points Semrush's public pages leave open. Get the answers in writing before procurement signs off.
- Which plan includes SAML SSO, and what does it cost for our seat count?
- Is SCIM provisioning included, or a paid add-on?
- Which plan includes audit logs, and how long are they kept?
- What will the price be at renewal, and is the increase capped?
Things to know before a demo
- Extra users cost from EUR 43/mo each, so seats are a separate cost line.
- Reports like Base Report and Pro Report and Lead Generation are paid add-ons on top of plans.
- Public DPA exists; EEA data is transferred to the US under SCCs and the primary hosting region is not named.
- Free plan limits you to 1 demo project and 10 reports per day.
Head-to-head comparisons
Semrush FAQ
What is Semrush used for?
Marketing teams wanting keyword, audit, backlink and AI visibility work behind one login should shortlist it, at EUR 112.52 a month on annual billing. Budget for add-ons such as extra users from EUR 43, and check the 5 to 15 website limit per plan. It suits marketing teams that want keyword, audit, backlink and AI visibility tools in one login.
Does Semrush have a DPA?
Yes. A public Data Processing Addendum exists, updated July 2025, along with a published subprocessor list.
Where does Semrush host data?
The primary hosting region is not named. EEA data is transferred to the US under standard contractual clauses.
Does Semrush support SSO?
SSO is not listed on the pricing page. Ask the vendor if you need it, particularly for the Advanced plan.
Sources
Every fact on this page comes from Semrush's own pricing, product or documentation pages, G2 and company records, checked on October 24, 2026. Unknown values are left out instead of estimated.