Semrush pricing: what each plan and toolkit costs

By Jan Suski, six years working in digital. How the scoring works.

Published 11 August 2026 · Updated 14 August 2026

Semrush pricing runs on two structures that coexist right now. Semrush One prices four self-serve tiers: SEO at $139 a month, Starter at $199, Pro+ at $299, and Advanced at $549, with Enterprise at custom pricing through sales.

A second line, still labeled SEO Classic in Semrush's own documentation, sells a Pro plan, a Guru plan, and a Business plan at $139.95, $249.95, and $499.95 a month. Those are the names most third-party pricing guides and G2's own pricing panel still quote. A buyer lands on whichever set a sales page or an old bookmark shows first, and reconciling them takes a source check most buyers skip.

This breakdown checks both structures against Vendr's contract data. It covers all eight Semrush toolkits (SEO, AI Visibility, Advertising, Local, AI PR, Traffic & Market, Content, and Social) and flags where the free trial and free plan stop short.

It works for a freelancer weighing SEO against Starter, an agency stacking seats on Guru, or a procurement team pricing Enterprise against Vendr's benchmark. Every figure traces to semrush.com, Vendr's marketplace listing, or a named user on G2, TrustRadius, or Reddit, checked 11 August 2026.

How much does Semrush cost

Semrush One is the current self-serve pricing structure, sold from semrush.com/pricing/seo-ai-search. Four Semrush plans bundle SEO tracking with AI Visibility reporting under one subscription, and each one raises the site count, keyword research volume, and daily AI prompt limit over the tier below it.

SEO plan: $139 a month

The SEO plan covers 5 websites and 500 keywords tracked daily, with basic keyword research, competitor analysis, Position Tracking, and Site Audit. It includes AI-search performance tracking and AI sentiment monitoring despite carrying the plainest name in the lineup. Semrush sells the SEO plan as the cheapest entry into Semrush One; annual billing brings it to $117.33 a month, and keyword research volume stays flat against Starter above it.

Starter plan: $199 a month

Starter matches the SEO plan's 5 sites and 500 keywords, then adds keyword optimization tools, competitor insight tools, and MCP access on the SEO side. On the AI Visibility side it adds 50 tracked prompts a day, 1 domain for AI brand performance, and 300 AI visibility reports a day. Billed annually, Starter runs $165.17 a month.

Pro+ plan: $299 a month

Pro+ triples the site count to 15 and the keyword count to 1,500, and adds historical data, content optimization, and keyword cannibalization analysis alongside competitor keyword tracking across more sites. Prompt tracking doubles to 100 a day. Annual billing runs $248.17 a month.

Advanced plan: $549 a month

Advanced adds SEO share of voice, API access, and advanced features like multi-location and multi-device tracking, plus AI search reporting most other tiers charge extra for. Prompt tracking rises to 200 a day, and Advanced carries the widest AI search and API access limits of the four. It's also the only self-serve tier without a free-trial button on the pricing page. Annual billing runs $455.67 a month.

Enterprise plan: custom pricing

Enterprise drops the per-seat structure for unlimited projects, custom large-scale AI prompt tracking, multi-brand visibility reporting, SSO, custom integrations, dedicated account management, and an enterprise SLA with 24/7 support. Pricing runs through a demo request instead of a rate card.

Semrush SEO Toolkit: the Pro, Guru, and Business plans

Below the Semrush One branding, Semrush still sells the SEO Toolkit on its own, under what its AI Visibility documentation calls SEO Classic. Three tiers carry the Semrush Pro plan, Semrush Guru plan, and Semrush Business plan names most comparison articles and G2's pricing panel still quote for Semrush SEO.

Prices are Semrush's own published rates, checked 11 August 2026.

An SEO Classic subscription doesn't carry AI Visibility reporting on its own. Semrush's own billing example spells out the mechanics: an annual Business plan subscription running January to December that adds the AI Visibility Toolkit in July gets a one-time prorated charge for the remaining six months, renewing on the same date as the base plan.

The Business plan's own positioning names its buyer directly: established agencies and larger businesses running client work at volume, against the Guru plan's growing agencies and teams ready to scale. This tier also gates SEO Share of Voice and API access, two features the Pro and Guru plans go without.

semrush.com/kb/1547 still prices SEO Classic on its own; semrush.com/pricing/seo-ai-search sells the bundle. Neither page links to the other.

AI Visibility Toolkit pricing

Bought alone, the AI Visibility Toolkit costs $99 a month per domain, with no free trial. The subscription includes 1 folder, 1 domain for Brand Performance analysis, 300 daily queries in AI Analysis reports, 1,000 daily queries in Prompt Research, 25 tracked prompts, AI Search Checks on up to 100 pages in Site Audit, and 10 CSV exports a day.

A second domain for Brand Performance costs $99 more, and 50 extra tracked prompts cost $60 a month. Corporate accounts sharing the toolkit across a team pay $99 per additional license instead of pooling one account. A Semrush One Starter plan raises those limits automatically, with the extra capacity bundled into the plan price: Starter includes 50 prompts, Pro+ 100, and Advanced 200.

Other Semrush toolkits sold separately

Five more toolkits sell as standalone products or add-ons outside Semrush One, each with its own pricing structure.

Advertising Toolkit

The Advertising Toolkit runs two plans: a Base plan at $99 a month and a Pro plan at $220 a month, both on a 7-day free trial. Base covers Ads Launch Assistant, an Ads AI Agent, Advertising Research, and PLA Research; Pro adds AdClarity, the competitor ad-intelligence tool covering display, video, and social creative across 30-plus markets with up to 50 monthly reports.

Local Toolkit

Local sells per location. Local Base costs $30 a month per location and covers the GBP AI Agent plus Map Rank Tracker with 375 tracking credits. Local Pro costs $60 a month per location, adding Listing Management across 70-plus directories, review generation with AI-powered GBP review management, and 1,225 Map Rank Tracker credits. Local Business is a custom quote for businesses running 20 or more locations.

AI PR Toolkit

AI PR Toolkit runs a Base plan at $149 a month and a Pro plan at $279 a month, both on a 7-day free trial. Base covers AI-cited media discovery, a media database of over 600,000 journalist profiles, and email outreach; Pro adds media monitoring with unlimited brand-mention queries and coverage tied to specific campaigns.

Traffic & Market Toolkit

Traffic & Market sells on a free trial and a Pro plan at $289 a month for 1 user seat and up to 3,000 requests a day, plus a custom team plan with API access. Its Market Overview insights show a category's key players and growth rate, and it tracks new competitor content, campaigns, and site updates without a Semrush One subscription attached.

Content & Social toolkits

The Content Toolkit works as a content marketing platform end to end: Topic Finder for ideas, an SEO Brief Generator, an AI Article Generator, and a Content Optimizer. The Social Toolkit covers scheduling, competitor tracking, and influencer analytics across eight connected tools. Neither carries a published self-serve rate on Semrush's pricing page; both sell as add-ons to an existing subscription, priced through account setup with no public rate card.

Add-ons that bill on top of any Semrush plan

Four add-ons stack onto any Semrush One tier regardless of which paid plan a buyer picks:

• Additional Users starting at $45 a month
• A Lead Generation listing on the Semrush Agency Partners platform at $90 a month
• A Base Report at $10 a month with Google Analytics and Search Console integrations built in
• A Pro Report at $20 a month that adds white-labeling and external integrations

Every plan ships with one seat included, so a three-person team pays the sticker price plus at least $90 before a single report add-on.

Annual billing and the 17% discount

Semrush advertises up to 17% off for annual billing across Semrush One: SEO drops from $139 to $117.33 a month, Starter from $199 to $165.17, Pro+ from $299 to $248.17, and Advanced from $549 to $455.67.

SEO Toolkit annual rates work out close to the same discount: the Pro plan at $1,399.40 a year, the Guru plan at $2,499.40, and the Business plan at $4,999.40, each roughly 17% below twelve months of monthly billing. Vendr's own guide puts the market range at 16 to 20% for annual prepayment, with multi-year commitments unlocking further discounts on Business and Enterprise deals.

What buyers pay in practice

Vendr's marketplace listing puts the median Semrush contract at $11,999 a year, based on 58 tracked purchases, with a low of $4,755 and a high of $57,687. A separate stat on the same page states 150 deals handled; Vendr doesn't reconcile the two counts, so the $4,755 to $57,687 range is the steadier number to anchor a budget against.

That median sits closer to a Guru plan's annual rate than a Business plan one, which tracks with how seats push cost up faster than the base plan does.

"Extra seats can be expensive, as an agency with multiple team members this can be frustrating. Tracking multiple keywords, across multiple clients can be costly."

TrustRadius review, Daniel Drummond, Head of Digital Marketing

Free trial and free plan limits

Semrush offers a 7-day free trial on the SEO, Starter, and Pro+ plans, requiring a credit card that converts automatically to a paid subscription unless canceled first. Advanced carries no trial button on the pricing page, and the AI Visibility Toolkit, bought standalone, offers no trial at all.

The permanent free plan requires no credit card and covers 1 demo project with 10 reports a day across the platform's core tools, plus basic AI Visibility features. Semrush's Cancellation and Refund Policy limits its money-back guarantee to initial subscriptions of twelve months or longer; a monthly plan that converts from the free trial carries no refund right under that policy.

Semrush users split sharply by review platform on this point: 4.5 out of 5 on G2 across 3,347 reviews and 4.6 out of 5 on Capterra across 2,316, against 1.9 out of 5 on Trustpilot across 1,282 reviews, a gap driven mostly by billing and cancellation disputes.

Semrush pricing against Ahrefs, SE Ranking, and Moz

Pricing Semrush against the field only tells half the story once seat costs and add-ons enter a real quote, but the entry rate sets the anchor buyers compare against first. Every entry tier below publishes transparent pricing. Semrush's top-tier and Enterprise deals require a custom quote.

Nariman H., a Growth Marketing Manager, framed the trade-off on G2: "The biggest downside is probably the price. It is a really powerful tool but it can get expensive, especially for small teams or solo people. Once you start adding more users or projects the cost can go up pretty fast."

Against that, Bek D., a Managing Director, pointed to what the higher price buys: "It's an end-to-end SEO solution, so instead of having a tech stack of a dozen plus tools and dashboards, I have one tool that I need to log into. It means my data and metrics are consistent, I only pay one subscription cost etc. It is saving me time, and sanity."

The entry tier is the only published Semrush price. Everything past it comes from a quote, a negotiation, or Vendr's tracked contracts.

What drives the price up

Seats are the fastest-moving cost. Adding users to a Semrush account runs $45 to $100 a month depending on the tier, and every plan ships with one seat by default, so a five-person team on a Guru plan adds roughly $320 a month in seats alone before touching add-ons.

Historical data access is the next lever: the Pro plan has none of the core SEO features that unlock it, the Guru and Business plans both add it, and a team asking for years of ranking history has to sit at Guru or above. API access follows a similar line, gated to the Business plan on SEO Classic and to Advanced on Semrush One.

Stacking toolkits (Advertising at $99 to $220, Local at $30 to $60 per location, AI PR at $149 to $279, Traffic & Market at $289) is the last big multiplier, and each one bills on its own schedule instead of folding into a combined invoice.

How to negotiate Semrush pricing

Vendr's negotiation data points to five consistent levers:

• Annual prepayment is the baseline discount, worth 16 to 20% against monthly billing, and multi-year commitments add incremental savings past that on Business and Enterprise deals.
• Buyers who bring a live Ahrefs or Similarweb quote into the conversation strengthen their negotiating position, since Semrush sales teams respond to demonstrated competitive evaluation.
• Anchoring to budget constraints is Vendr's core framing device for the whole negotiation.
• Negotiating per-seat pricing upfront, before adding users reactively, avoids the standard overage rate.
• Locking renewal terms into the initial contract, including a cap on the 3 to 7% annual escalator Semrush contracts commonly carry, removes the need to renegotiate from scratch at renewal.

Who each plan is priced for

Semrush's own positioning names the buyer for each tier. The SEO plan targets freelancers and small businesses, the same audience the Pro plan lists; Starter targets small teams and agencies growing across organic search and AI; Pro+ targets growing teams and agencies scaling across multiple markets, locations, or websites; Advanced targets organizations and agencies scaling with deeper insight, API access, and automation.

The Business plan uses almost identical language for established businesses and large agencies, and the Guru plan for growing teams ready to scale.

Smaller buyers read that positioning differently.

"This is getting out of hand. $199/mo for a 'Starter' plan is wild. At that price point you're paying almost $2,400/year just for basic SEO data... The price hike feels like they're banking on enterprise clients and letting small agencies/solopreneurs go."

Reddit r/SEO, thread titled "Semrush New Prices from 139 to 199"

Whatever the exact tier history behind that post, the sentiment lines up with Semrush's own tier language: pricing and product both point toward agencies and larger teams over solo operators.

Frequently asked questions

How much does Semrush cost?

Four self-serve Semrush plans run $139 to $549 a month, and the separate Pro, Guru, and Business plans run $139.95 to $499.95 a month. Add-on toolkits range from $30 a month for Local Base to $289 a month for Traffic & Market Pro, and Enterprise pricing is custom.

How much does Semrush cost per year?

Annual billing on Semrush One runs $1,407.96 to $5,468.04 a year across the four self-serve tiers, after the 17% discount. Vendr's tracked buyers pay a median of $11,999 a year once add-ons, seats, and negotiated terms enter the contract.

Is Semrush free to use?

A permanent free plan exists with no credit card required, capped at 1 demo project and 10 reports a day. Every paid plan except Advanced and the standalone AI Visibility Toolkit also carries a 7-day free trial.

What are the limitations of the Semrush free plan?

The free plan is capped at 1 demo project and 10 reports a day across the core tools, with basic AI Visibility features and no access to Position Tracking, Site Audit, or the paid toolkits at scale.

Is there a cheaper alternative to Semrush?

Moz Pro starts at $99 a month and SE Ranking's Core plan starts at $103.20 a month, both under the Semrush Pro plan's $139.95 rate, though each covers a narrower feature set.

Is Semrush worth it?

For a team running competitive analysis as a weekly workflow, Semrush users rate it 4.5 out of 5 on G2 and 8.6 out of 10 on TrustRadius. For a solo operator tracking a handful of keywords, cheaper single-purpose tools cover the same ground for less.

Bottom line

Semrush's list prices are only the starting number. Which of the two parallel plans a buyer sees first, how many seats a team needs, and which of the six standalone toolkits get bolted on all move the real bill further from the sticker price than the pricing page suggests.

Vendr's $11,999 median, sitting between the Guru and Business list rates, is the steadier anchor for a budget than any single plan's monthly figure. Buyers negotiating a first contract or a renewal get the most out of an annual commitment, a competing quote in hand, and seat pricing settled before anyone gets added to the account reactively.