Semrush Review
All-in-one SEO and AI visibility platform with keyword research, technical audits, and brand monitoring across five LLM engines
Semrush is the most complete SEO platform on the market and has moved quickly to add AI visibility tracking across ChatGPT, Gemini, Perplexity, Google AI Overviews, and Google AI Mode. The breadth is genuinely impressive for a single subscription. The catch is how the pricing stacks up: the AI Visibility Toolkit is its own purchase at $99/mo per domain, and the Semrush One bundles that combine SEO and AI search start at €190/mo, or €158.40/mo billed annually, before you pay for extra domains or prompts.
Guides for Semrush
Practical walkthroughs for common Semrush tasks, checked against current product documentation.
Pros and cons
- AI visibility tracking across five engines including both Google AI Overviews and Google AI Mode
- Keyword research, backlink analysis, and technical audits all in one subscription
- Branded PDF reports, white-label options, and link sharing through the My Reports Pro add-on
- Content optimization tools with AI-assisted writing built into the same workflow
- Mature API with wide third-party integration support including Google Search Console and Looker Studio
- Free tier gives real access to the tool, not just a signup wall
- AI visibility costs extra: the standalone AI Visibility Toolkit is $99/mo per domain with 25 custom prompts, and Semrush One bundles start at €190/mo
- The free tier caps you at 10 searches per day and 10 tracked keywords, limiting meaningful evaluation
- Platform complexity is high; new users often spend weeks before getting consistent value from all modules
- Add-ons for local SEO, agency tools, and trend data push total monthly cost well above headline pricing
- AI engine coverage (5 engines) is narrower than specialist platforms like Profound which track up to 9
What is Semrush?
Semrush is a comprehensive digital marketing platform built around SEO, content, and paid search intelligence. It covers keyword research, backlink analysis, technical site audits, competitor benchmarking, and content optimization. For most in-house SEO teams and agencies, it is the default starting point when building a search programme.
In 2024 and 2025, Semrush expanded into AI visibility. The platform now tracks how brands appear in answers from ChatGPT, Gemini, Perplexity, Google AI Overviews, and Google AI Mode. This positions it as a one-stop shop for teams who do not want to run a separate specialist tool alongside their existing SEO stack. The AI tracking module shows brand mention rates, cited competitor comparisons, and share-of-voice trends across prompts you define.
The platform is large and the feature list is long, which creates real onboarding friction. Most users only use a fraction of what is available. That said, the documentation, academy content, and support quality are genuinely good, and the breadth of integrations means Semrush fits into most existing reporting workflows without additional connectors.
Core features
AI visibility monitoring across five engines
Semrush tracks brand and competitor citations across ChatGPT, Gemini, Perplexity, Google AI Overviews, and Google AI Mode. You define a prompt set, the platform runs those prompts on a schedule, and you get share-of-voice data over time. This is enough for most in-house teams who want to add AI search tracking without switching platforms entirely.
Keyword research and search intent analysis
The keyword database covers billions of terms across 140 countries. You can filter by search intent, difficulty, and SERP features, and get a clear picture of the gap between your current rankings and realistic ranking opportunities. This is the part of Semrush that most users come for first and it remains among the strongest in the market.
Technical site audit
Semrush crawls your site and surfaces technical issues across more than 140 issue types: broken links, slow pages, duplicate content, missing structured data, and crawlability problems. The audit runs on a schedule and tracks issue resolution over time, making it useful for ongoing maintenance rather than one-off diagnostics.
Backlink analysis and link building tools
Semrush maintains one of the largest backlink indexes in the industry. You can audit your own backlink profile, analyse competitor link acquisition patterns, find link building prospects, and track new and lost links over time. The outreach module is built into the same interface, removing the need for a separate prospecting tool.
Agency reporting and white-label delivery
Semrush My Reports lets agencies assemble data from Semrush modules into a single report and schedule delivery. The Pro Report add-on costs $20 per report per month and includes branding, white-label options, and link sharing; the $10 Base option does not include branding. This is useful for agencies managing multiple clients, but it should not be confused with the discontinued Client Portal.
Pricing
| Feature | Free Free | SEO Toolkit €134/mo or €112.52/mo billed annually | AI Visibility Toolkit €94.94/mo per domain billed annually | Semrush One Starter €190/mo or €158.40/mo billed annually | Semrush One Pro+ €286/mo or €238/mo billed annually | Semrush One Advanced Custom |
|---|---|---|---|---|---|---|
| SEO toolkit | Limited (10 searches/day) | ✓ | ✗ | ✓ | ✓ | ✓ |
| AI Visibility Toolkit | ✗ | Contact | ✓ | ✓ | ✓ | ✓ |
| Daily AI prompt tracking (ChatGPT, AI Mode, Gemini) | ✗ | Contact | ✓ | ✓ | ✓ | ✓ |
| Custom AI prompts | ✗ | Contact | 25 (50 more for $60/mo) | Contact | Contact | Contact |
| Brand Performance domains | ✗ | Contact | 1 (extra domains $99/mo each) | Contact | Contact | Contact |
Who it is for
Running the full SEO programme at a mid-size company and need keyword research, technical audits, backlink tracking, and competitor analysis in a single tool. You want to add AI visibility monitoring without spinning up a separate platform and budget. Semrush One Starter, at €190/mo or €158.40/mo billed annually, bundles both.
Managing five to fifteen client accounts and need white-label reporting, client-specific reporting workflows, and a single subscription that covers the breadth of services you sell. The higher Semrush One tiers are not cheap, but one subscription consolidates what would otherwise be three or four separate tools.
Responsible for content planning and want a direct line from keyword data to content briefs and AI-assisted drafts. Semrush includes a content marketing toolkit which connects search intent data to a writing workflow without switching between tools.
Verdict
Semrush is the strongest all-in-one SEO platform available and the AI visibility tracking it added is solid for teams who want one fewer tool to manage. The pricing is the honest obstacle: AI tracking is either a separate $99/mo per domain toolkit or part of a Semrush One bundle from €158.40/mo billed annually, and extra domains ($99/mo each) and extra prompts ($60/mo per 50) add up on top of that. If your budget runs to it, this is a serious platform that earns its keep across SEO, content, and AI search in a single subscription.
Frequently asked questions
How much does Semrush AI visibility tracking cost in 2026?
Semrush offers the AI Visibility Toolkit separately for $99 per domain per month, or €94.94 per domain per month billed annually, with 25 custom prompts. If you also want SEO tools, Semrush One bundles SEO and AI visibility.
Which AI engines does Semrush monitor?
Semrush tracks five engines: ChatGPT, Google AI Overviews, Google AI Mode, Gemini, and Perplexity. This is narrower than specialist platforms that cover 9 engines, but covers the engines driving the most consumer traffic today.
Is the Semrush free tier worth using?
Yes, with realistic expectations. The free tier gives you 10 searches per day and 10 tracked keywords, which is enough to evaluate whether the keyword and backlink data quality meets your standards. It is not enough to run a real programme. You will hit the limits within a few hours of genuine exploration.
Does Semrush have an API?
Yes. The SEO Toolkit Business plan lists API access for its SEO data, including keyword and position-tracking workflows. Semrush also sells API access separately, but the published SEO plan does not establish that API access includes AI Visibility data. Confirm the reporting plan and any AI API eligibility before designing an integration.
Can I use Semrush My Reports for white-label client reporting?
Yes, Semrush My Reports Pro costs $20 per report per month and includes branding, white-labeling, and link sharing. My Reports Base does not include those features, so confirm the reporting add-on and toolkit plan before budgeting for client delivery.
Reviewed by Filipe Lins DuarteCo-Founder & CEOVast experience talking to customers and users to understand what good software looks like. Background spans commercial and product roles.
Checked by John RiceCo-Founder & CTO15+ years building tech products and web applications. Conducted hundreds of user interviews to know what a good product looks like.
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