Semrush AI Visibility Toolkit — Semrush rebuilt its entire pricing around AI search — and the old Pro, Guru and Business tiers are gone.
Short answer: Semrush has restructured its plans around AI visibility rather than bolting it on. The familiar Pro, Guru and Business tiers have been replaced by SEO at $117.33 a month billed annually ($139 monthly), Starter at $165.17 ($199), Pro+ at $248.17 ($299) and Advanced at $455.67 ($549), plus custom Enterprise. Prompt tracking is generous compared with Ahrefs: 50 prompts daily on Starter, 100 on Pro+ and 200 on Advanced. The entry SEO plan tracks performance in AI search and monitors custom prompts, but MCP access and the fuller AI visibility toolkit begin at Starter.
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Verdict at a glance
Overall rating: 4.0/5 ★★★★☆
Standout: ⭐ 300 AI visibility reports per day on Starter, for any domain. Being able to pull an AI visibility profile for a prospect or competitor at that volume is an agency capability, not just a monitoring one.
Watch out: ⚠️ Semrush is now owned by Adobe. The $1.9bn all-cash acquisition completed on 28 April 2026, and in June Adobe folded Semrush’s prompt database into a new product called Adobe Brand Visibility. Pricing is unchanged so far, but the roadmap now belongs to Adobe.
Semrush rates 4.0 for the most complete AI-plus-SEO package at this price, with the caveat that you are buying into a structure that changed recently enough for the vendor’s own FAQ to lag it. On substance the offer is strong: Starter at $165.17 a month billed annually gives 50 daily tracked prompts, 300 AI visibility reports a day for any domain, one domain of AI brand performance, an AI-ready site audit and MCP access, alongside 500 tracked keywords and the conventional SEO toolkit. Against Ahrefs Brand Radar, whose $449 Advanced plan bundles 20 tracked prompts, that is an order of magnitude more prompt coverage for a third less money. The reservations are the ones that always applied to Semrush: additional users start at $45 a month each, useful reporting is a $10 or $20 add-on, and the jump to Advanced at $455.67 is steep if all you want is more prompts. Buy Starter unless you specifically need Pro+’s historical data and content optimisation.
Quick facts
| Attribute | Detail |
|---|---|
| Ideal user | Agencies and in-house teams needing SEO and AI visibility together |
| Learning curve | ⚠️ Moderate — the suite is large |
| Setup time | Hours to configure projects properly |
| Free trial | ⭐ Free trial available on paid plans |
| Free tier | Limited free account |
| Pricing | Starter $165.17/mo annual · $199 monthly |
| Prompts | ⭐ 50 daily on Starter · 100 on Pro+ · 200 on Advanced |
| Key limit | ⚠️ Extra users from $45/mo; reporting is a paid add-on |
Overview
The headline for anyone returning to Semrush is that the plan structure has changed. Pro, Guru and Business — the tiers most comparisons still reference — no longer appear. In their place is a ladder organised around how much AI visibility you need: an entry SEO plan, then Starter, Pro+ and Advanced under a “SEO + AI Search” banner, then custom Enterprise. Semrush frames the whole page around building and measuring brand visibility everywhere search happens, and the AI features are distributed through the tiers rather than sold as a separate product.
The second thing to know is who owns it. Adobe completed its acquisition of Semrush on 28 April 2026 in an all-cash deal valued at approximately $1.9 billion, at $12 per share. Adobe framed the purchase as extending its customer experience orchestration into brand visibility, citing its own data that AI traffic to US retail sites rose 269% year over year to March 2026. On 17 June 2026 Adobe announced Adobe Brand Visibility, a generative engine optimisation platform combining Semrush’s AI search prompt database with the LLM Optimizer product Adobe shipped in October 2025. Semrush continues to sell under its own name and at its own published prices, but buyers signing annual contracts should understand that the roadmap and eventual packaging now sit with Adobe.
Prices, with annual billing saving up to 17%: SEO is $117.33 a month billed annually against $139 monthly, and covers 5 websites, 500 keywords tracked daily, basic keyword research and competitor analysis, Position Tracking, Site Audit, tracking performance in AI search, AI sentiment monitoring, AI visibility reports for any domain and custom prompt monitoring. Starter is $165.17 against $199 and adds MCP access, 50 prompts to track daily, one domain for AI brand performance, 300 AI visibility reports per day and an AI-ready site audit. Pro+ is $248.17 against $299, raising the figures to 15 websites, 1,500 keywords and 100 daily prompts while adding historical data, content optimisation, keyword cannibalisation analysis and multi-location tracking. Advanced is $455.67 against $549 for 40 websites, 5,000 keywords, 200 daily prompts, SEO share of voice and API data integration.
Add-ons sit outside those tiers and are worth budgeting for. Additional users start at $45 a month each. A Base Report add-on is $10 a month, covering data from 20-plus Semrush tools with Google Analytics and Search Console integrations, scheduling and PDF export; Pro Report at $20 adds external integrations, white-labelling, AI-generated summaries and link sharing. A Lead Generation add-on is $90 a month for agency directory placement. Enterprise is custom, adding large-scale prompt tracking, multi-brand visibility, forecasting and ROI attribution, SSO and audit logs.
Key features
- Custom prompt tracking — ⭐ 50 daily on Starter, 200 on Advanced
- AI visibility reports for any domain — ⭐ 300 per day from Starter
- AI sentiment monitoring — included from the entry SEO plan
- AI brand performance — 1 domain on Starter
- AI-ready Site Audit — from Starter upward
- MCP access — from Starter, for querying data from an assistant
- Position Tracking and Site Audit — on every plan including entry SEO
- Keyword cannibalisation analysis — Pro+ and above
- SEO share of voice and API integration — Advanced and above
- Forecasting and ROI attribution — ⚠️ Enterprise only
Pricing (as of 2026-10-01)
Model: tiered subscriptions organised by AI visibility volume; users and reporting sold as add-ons · Free tier: limited free account; paid plans offer a free trial · Entry paid: $165.17/mo annual (Starter)
| Plan | Price | Includes |
|---|---|---|
| SEO | $117.33/mo annual · $139 monthly | 5 websites · 500 keywords tracked daily · basic keyword research and competitor analysis · Position Tracking · Site Audit · track performance in AI search · monitor AI sentiment · AI visibility reports for any domain · monitor custom prompts |
| Starter (SEO + AI Search) | $165.17/mo annual · $199 monthly | ⭐ 50 prompts to track daily · 1 domain for AI brand performance · 300 AI visibility reports per day · AI-ready Site Audit · MCP access · keyword research and optimisation tools · competitor insights · 5 websites · 500 keywords |
| Pro+ (SEO + AI Search) | $248.17/mo annual · $299 monthly | 100 prompts to track daily · 15 websites · 1,500 keywords · historical SEO data · content optimisation · keyword cannibalisation analysis · multi-location and device tracking |
| Advanced (SEO + AI Search) | $455.67/mo annual · $549 monthly | 200 prompts to track daily · 40 websites · 5,000 keywords · SEO share of voice · API data integration |
| Enterprise | Custom | Unlimited projects and custom limits · custom large-scale AI prompt tracking · multi-brand and multi-product AI visibility · forecasting and ROI attribution · SSO, governance and audit logs · dedicated account manager · 24/7 support |
⚠️ The pricing structure is new and the old Pro, Guru and Business tiers no longer appear. Semrush’s own FAQ still carries the question “Which would be better for me, Guru or Pro?”, which is a useful signal of how recent the change is — and a warning that most third-party comparisons of Semrush pricing are now out of date.
⭐ Prompt allowances are far more generous than Ahrefs’. Starter at $165.17 a month billed annually tracks 50 prompts daily; Ahrefs Advanced at $449 a month bundles 20. If daily prompt volume is the deciding factor, Semrush is materially better value at the entry tier.
⚠️ Users are an add-on starting at $45 a month each, so a four-person team on Starter is $165.17 plus roughly $135, not $165.17. Compare that against Nightwatch, which includes unlimited seats on every plan.
⚠️ Reporting is also an add-on: $10 a month for the Base Report and $20 for the Pro Report with white-labelling and external integrations. Agencies should assume the Pro Report cost on top of the plan.
⭐ Annual billing saves up to 17% and the difference is meaningful — $165.17 against $199 on Starter is roughly $406 a year. Semrush allows cancellation, upgrade or downgrade at any time unless you have signed custom terms.
Ratings breakdown
| Criterion | Score | Why |
|---|---|---|
| Ease Of Use | 3.5/5 | ⚠️ A large suite with a real learning curve |
| Features | 4.5/5 | ⭐ AI visibility, sentiment, prompt tracking and full SEO in one place |
| Value | 4.0/5 | ⭐ Strong prompt allowances; ⚠️ users and reporting cost extra |
| Support | 4.0/5 | Good, with dedicated management and 24/7 support at Enterprise |
Pros
- ⭐ 50 daily tracked prompts at $165.17/mo billed annually — far above Ahrefs’ bundles
- ⭐ 300 AI visibility reports per day for any domain from Starter
- AI sentiment monitoring included even on the entry SEO plan
- MCP access from Starter, so an assistant can query your data
- A complete conventional SEO suite alongside the AI features
- Annual billing saves up to 17%, around $406 a year on Starter
- Cancel, upgrade or downgrade at any time without custom terms
- Enterprise adds forecasting, ROI attribution, SSO and audit logs
Cons
- ⚠️ Old Pro, Guru and Business tiers are gone, making prior research unreliable
- ⚠️ Now Adobe-owned following a $1.9bn acquisition completed 28 April 2026
- ⚠️ Additional users start at $45/mo each on top of the plan
- ⚠️ Useful reporting is a $10 or $20 monthly add-on
- ⚠️ Advanced at $455.67/mo is a steep step if you only want more prompts
- MCP access and the fuller AI toolkit start at Starter, not the entry SEO plan
- Forecasting and ROI attribution are Enterprise-only
- The suite’s breadth makes onboarding slower than single-purpose GEO tools
Who it’s for
- Agencies that need conventional SEO and AI visibility in one subscription
- In-house teams tracking 50 or more prompts daily without buying add-on packages
- Marketers who want AI sentiment alongside citation and ranking data
- Teams running AI visibility reports on prospects and competitors at volume
Who it’s not for
- Small teams sensitive to $45-per-user add-on charges
- Buyers who only want AI visibility and have no use for the SEO suite
- Anyone needing forecasting or ROI attribution without an Enterprise contract
- Teams that want white-label reporting included rather than as an add-on
Best use cases
- Tracking 50 to 200 brand prompts daily across AI search platforms
- Pulling AI visibility profiles for prospects at up to 300 reports a day
- Monitoring AI sentiment toward a brand alongside conventional rankings
- Running an AI-ready site audit to find what blocks AI crawlers and citation
- Querying visibility data from Claude or another assistant over MCP
Integrations
Semrush’s integration surface is one of its stronger arguments. MCP access arrives at Starter, which puts AI visibility and SEO data directly in reach of an assistant — the same capability Ahrefs includes on every plan and SE Ranking includes with its API credits. API data integration is reserved for Advanced at $455.67 a month billed annually, which is a notably high bar compared with Nightwatch, where API access begins at its €159 Professional tier. Google Analytics and Google Search Console integrations come through the Base Report add-on at $10 a month, with the $20 Pro Report adding more than 20 external integrations, white-labelling and scheduled delivery. Enterprise extends to custom integrations and full API access. The practical consequence is that a mid-tier Semrush plan integrates well with assistants but not with your own systems until you reach Advanced.
How it compares
| Semrush AI Visibility | Ahrefs Brand Radar | SE Ranking | Authoritas | |
|---|---|---|---|---|
| Entry price | $165.17/mo annual (Starter) | $129/mo (Lite) | $103.20/mo annual (Core) | ⭐ £89/mo (AI Search P1) |
| Prompts at entry | ⭐ 50 daily | ⚠️ 5 tracked prompts | ⭐ 100 daily | 2,000 credits/mo |
| Working tier | $248.17/mo Pro+ annual | $449/mo Advanced | $223.20/mo Growth annual | £379/mo AI Search P3 |
| Free trial | Free trial available | ⚠️ None | ⭐ 14 days, no card | ⭐ Free plan, 50 credits |
| Extra users | ⚠️ From $45/mo each | ⚠️ $40–$80/mo each | Extra seats purchasable | ⭐ Unlimited on Enterprise |
| MCP access | ⭐ From Starter | ⭐ Every plan | ⭐ Every plan | API pricing separate |
| Best fit | AI visibility bundled with a full SEO suite | AI visibility inside a full SEO suite | SEO suite with AI search visibility | Credit-based multi-model AI search tracking |
All figures are vendor-published and verified on 2026-09-07. Semrush and SE Ranking prices are annual rates; Ahrefs and Authoritas publish monthly rates with separate annual discounts. Authoritas prices in GBP plus VAT.
Alternatives
Ahrefs Brand Radar is the direct rival and wins on prompt research — its organic prompt database lets you research any brand without configuring prompts — but loses badly on bundled prompt tracking, offering 20 on a $449 plan against Semrush’s 50 on a $165.17 one. SE Ranking undercuts both at $103.20 a month billed annually with 100 daily prompts, and includes MCP access and API credits at the entry tier, making it the value pick for prompt volume. Nightwatch is the answer for teams, since it charges by keywords rather than seats and includes unlimited users. Authoritas is the specialist choice when you need to control exactly which AI models are queried. Among dedicated GEO tools, Profound and Scrunch AI address the enterprise end without the SEO suite attached. Semrush’s case is breadth: nothing else here combines this much AI visibility with this complete a conventional SEO toolkit at one price.
Recent changes
Two changes matter for anyone comparing Semrush quotes in 2026, and the first is ownership. Adobe completed its acquisition of Semrush on 28 April 2026 in an all-cash deal valued at approximately $1.9 billion, and on 17 June 2026 announced Adobe Brand Visibility, a GEO platform merging Semrush’s AI search prompt database with the Adobe LLM Optimizer released in October 2025. Semrush continues to publish and sell its own plans at its own prices. The second change is that Semrush has rebuilt its pricing around AI search. The Pro, Guru and Business tiers that most published comparisons reference no longer appear on the pricing page; semrush.com/pricing now redirects to a “SEO & AI search” page. As verified on 2026-09-07, the plans are SEO at $117.33 a month billed annually or $139 monthly, Starter at $165.17 or $199, Pro+ at $248.17 or $299, Advanced at $455.67 or $549, and custom Enterprise, with annual billing saving up to 17%. Daily tracked prompt allowances are 50 on Starter, 100 on Pro+ and 200 on Advanced, with custom large-scale tracking at Enterprise. Starter now includes 300 AI visibility reports per day, one domain for AI brand performance, an AI-ready Site Audit and MCP access. Add-on pricing stands at additional users from $45 a month, Lead Generation at $90, the Base Report at $10 and the Pro Report at $20. Semrush’s own FAQ still references the retired Guru and Pro tiers.
Frequently asked questions
How much does the Semrush AI Visibility Toolkit cost?
AI visibility is distributed through Semrush’s plans rather than sold separately. Billed annually, SEO is $117.33 a month, Starter $165.17, Pro+ $248.17 and Advanced $455.67; monthly those are $139, $199, $299 and $549, with annual billing saving up to 17%. Enterprise is custom. Daily tracked prompts run 50 on Starter, 100 on Pro+ and 200 on Advanced.
Is Semrush still independent, or did Adobe buy it?
Adobe completed its acquisition of Semrush on 28 April 2026, in an all-cash transaction valued at approximately $1.9 billion at $12 per share. Semrush still sells under its own brand at its own published prices, and Adobe positioned the deal as extending its customer experience offerings into SEO, generative engine optimisation and agentic search optimisation. On 17 June 2026 Adobe announced Adobe Brand Visibility, which combines Semrush’s AI search prompt database with Adobe’s LLM Optimizer. Anyone signing a multi-year Semrush contract should factor in that the product roadmap now sits with Adobe.
What happened to Semrush’s Pro, Guru and Business plans?
They have been replaced. The pricing page now lists SEO, Starter, Pro+, Advanced and Enterprise, organised around how much AI visibility you need rather than the old SEO-only tiers, and semrush.com/pricing redirects to a combined “SEO & AI search” page. Semrush’s own FAQ still asks which is better between Guru and Pro, which shows how recent the change is — treat older pricing comparisons as obsolete.
Which Semrush plan do I need for AI visibility?
The entry SEO plan at $117.33 a month billed annually already tracks performance in AI search, monitors AI sentiment, runs AI visibility reports for any domain and monitors custom prompts. Starter at $165.17 is where the toolkit becomes substantial: 50 prompts tracked daily, 300 AI visibility reports per day, one domain for AI brand performance, an AI-ready Site Audit and MCP access. For most buyers Starter is the right entry point.
How does Semrush compare with Ahrefs for prompt tracking?
Semrush is considerably more generous at the price. Starter at $165.17 a month billed annually tracks 50 prompts daily. Ahrefs Brand Radar bundles 5 tracked prompts on its $129 Lite plan and 20 on its $449 Advanced plan, though Ahrefs sells separate prompt packages from $50 a month for 2,500 checks that change the comparison. Ahrefs’ advantage is its organic prompt research database; Semrush’s is bundled volume.
Does Semrush charge extra for team members?
Yes. Additional users are an add-on starting at $45 a month each, on top of the plan price. A four-person team on Starter is therefore roughly $165.17 plus $135 a month. If seat count is a significant factor, Nightwatch includes unlimited user seats on every plan and prices by keywords tracked instead.
Is reporting included in the Semrush plans?
Not the useful kind. Reporting is sold as an add-on: the Base Report is $10 a month and covers data from more than 20 Semrush tools with Google Analytics and Search Console integrations, scheduling and PDF export. The Pro Report is $20 a month and adds more than 20 external integrations, delivery at a specific time, branding and white-labelling, AI-generated summaries and link sharing. Agencies should budget for the Pro Report.
Can I connect Semrush to Claude or another AI assistant?
Yes, via MCP access, which is included from the Starter tier upward. That lets an assistant query your Semrush data directly. Note that conventional API data integration is a separate thing and is reserved for the Advanced plan at $455.67 a month billed annually, so wiring Semrush into your own systems is considerably more expensive than connecting an assistant to it.
Sources
- Semrush — SEO and AI search plans and pricing
- Adobe — Adobe completes Semrush acquisition, April 2026
- Semrush — FAQ for customers: Adobe acquires Semrush
- Semrush — plan comparison, add-ons and pricing FAQ
- Ahrefs — official plans and pricing
- SE Ranking — official pricing page
Compiled from public sources; last verified 2026-10-01. Pricing is subject to change — verify with the vendor. Ratings reflect editorial opinion based on documented capabilities, published pricing, and aggregated user reviews. DigiJaws does not accept payment for review placement or rating.
Semrush AI Visibility Review 2026: Pricing. DigiJaws, 2026. https://digijaws.com/reviews/semrush-ai-visibility-toolkit-review/