★★★★★Trustpilot · November 2026
Reviewer called it overpriced with limited plans, cross-selling and inaccurate position tracking.
We ran Semrush through our full SEO test for 30 days, using three websites we control, 200 tracked keywords and a test site with 40 technical problems we planted on purpose. It came second of the seven SEO suites we tested, with an overall score of 4.5 out of 5.
The data held up well. Its keyword and ranking figures matched Google Search Console for 172 of our 200 keywords, it found 91 of 100 backlinks we know exist, and its site audit caught 36 of the 40 planted issues. New rankings and links showed up within 24 hours.
Semrush suits marketing teams that want one suite for SEO and AI search visibility. The catch is billing: the paid plans start at $139 a month, and many users complain about trial charges and hard cancellations.
How we scored it
Semrush scored well on most parts, with full marks for features. Data accuracy was its lowest score, at 3.5.
Data accuracy3.5
Coverage4.5
Ease of use4.5
Features5.0
Value for money4.5
Overall score: 4.5 / 5, the average of the five parts, rounded to the nearest half point.
- Data accuracy (3.5/5): Its keyword and ranking data matched Google Search Console for 172 of 200 keywords, so about one figure in seven was off.
- Coverage (4.5/5): It found 91 of 100 known backlinks and 36 of 40 planted technical issues, which is broad coverage.
- Ease of use (4.5/5): Setting up a project takes just a website and keywords, though the sheer number of tools takes time to learn.
- Features (5/5): It covers keyword research, rank tracking, site audits, backlinks and AI visibility tracking in one suite.
- Value for money (4.5/5): There's a useful free plan and a lot of tooling per plan, though paid plans start at $139 a month.
Best of 2026
See the ranking →
The best all-in-one SEO suites
Before you pick Semrush, see how all 7 tools ranked in the same test.
Semrush in plain terms
Semrush is an online toolkit for search engine optimisation, or SEO: the work of getting your website to show up higher in Google. It covers keyword research, daily rank tracking, site audits, backlink research and, more recently, AI visibility, which tracks how your brand shows up in AI search answers.
Its pricing is now split into SEO plans and plans that add AI tools. Adobe completed its purchase of Semrush on April 28, 2026, to add search and AI visibility to its marketing products.
It's built for marketing teams and agencies that want one place for most search work. If you're new to SEO tools, Semrush is one of the broadest options, and its free plan lets you try it before paying.
What happens after you sign up
Semrush is organised around projects, and day-to-day use comes down to four steps.
1. Start a project. Add your website and the keywords you care about.
2. Do your research. Use the SEO and AI visibility tools to look up keywords, competitors and links, within your plan's daily report limits.
3. Track over time. Semrush tracks your keywords daily and, on AI plans, the prompts you want to show up for in AI search.
4. Add what you need. Buy extra users, reports or lead generation tools as add-ons if your plan runs short.
What you get
Semrush has a very long feature list. These are the parts most buyers will use, and which plans include them.
SEO toolkit
Daily keyword tracking and site research on the SEO plan and up. The SEO plan covers 5 websites and 500 keywords tracked daily.
Site audit
Crawls your site to find technical problems. In our test it found 36 of the 40 issues we planted.
Backlink research
Shows which sites link to yours or a competitor's. It found 91 of the 100 links we know exist.
AI visibility
Tracks prompts in AI search to see if your brand appears: 50 a day on Starter, 100 on Pro+ and unlimited on Advanced.
MCP access
From the Starter plan, you can connect AI assistants to your Semrush data.
Add-ons
Extra users from $45, Lead Generation at $90, and extra Base or Pro reports at $10 and $20.
Who gets the most out of Semrush
Semrush does a lot, and it charges for it. It fits best when you'll use several of its tools and you're comfortable with how its trials and refunds work.
A good fit for
- Small marketing teams that want one SEO suite
- Agencies that want reporting add-ons
- Brands tracking mentions in AI search
- People who want a free tier to try first
Not a good fit for
- Anyone wary of trials that turn into paid plans
- Month-to-month buyers who want a refund option
- Teams needing more than 5 websites on entry plans
- Buyers uneasy about the Adobe ownership change
Semrush vs SE Ranking, Ahrefs and the free plan
SE Ranking beat Semrush in our test with a perfect 5 out of 5, and its cheapest plan costs $129 a month against Semrush's $139. Ahrefs scored 4 out of 5 and has a lower entry plan at $29 a month, but Semrush did better overall in our test.
If you only need occasional lookups, Semrush's own free plan gives you 1 demo project and 10 reports a day without a card. That's enough to learn the tool, but not enough to run SEO for a real business.
| Option | Price | How it compares |
|---|---|---|
| Semrush | $139 a month | One large suite for keywords, rankings, audits, backlinks and AI visibility. |
| SE Ranking | $129 a month | A mid-priced suite for rank tracking, audits and research, with an agency pack. |
| Ahrefs | $29 a month | An SEO suite best known for its backlink index, keyword data and site audits. |
| Semrush Free | Free | One demo project and 10 reports a day, with no card needed. |
Our 30-day Semrush test
We tested Semrush from September 25 to October 24, 2026, 30 days in all. Every SEO suite in our test gets the same job: three websites we control, with Google Search Console access, and the same 200 tracked keywords. The full set-up is in how we test.
First we compared Semrush's keyword and ranking figures with Google's own data from Search Console. For 172 of our 200 keywords, Semrush was within our tolerance. For the rest, its numbers were off enough that you'd want to double-check them before making decisions.
Next we looked at backlinks, the links from other sites that help a page rank. We know exactly which 100 links point to our test sites, and Semrush found 91 of them. That's strong coverage, so you get a fairly full picture of who links to you.
Then we let it crawl a test site where we'd planted 40 technical problems. Its site audit caught 36 and missed 4. Finally we checked how quickly changes showed up: new rankings and links appeared within 24 hours.
What stood out was how even the results were. Semrush didn't top every measurement, but it didn't fall down on any either, and it does all of this in one place.
| What we measured | Result | What it means |
|---|---|---|
| Keyword and ranking data compared with Google Search Console | Keyword checks matched 172/200 | Most of its keyword data is reliable, but check the odd figure against your own Search Console data. |
| Known backlinks found | Known backlinks found 91/100 | You'll see most of the links pointing to your site, so link research is dependable. |
| Planted technical issues found | Planted issues detected 36/40 | The site audit catches most problems, though a few can slip through. |
| How fast new links and rankings appear | 24 h to reflect updates | Changes show up the next day, so your reports stay current. |
Semrush gave us accurate, wide-ranging data across keywords, links and technical checks, and it kept that data fresh. It missed 4 of 40 planted issues, a few known links and some keyword figures, so it isn't perfect. But for a single suite that covers this much, the results were consistently good.
Tested September 25, 2026 to October 24, 2026.
The good and the bad from our test
Strong backlink coverage
Semrush found 91 of the 100 backlinks we know exist. That means you can trust it to show most of the sites linking to you or your competitors.
A site audit that catches most problems
It detected 36 of the 40 technical issues we planted on our test site. Fixing what it flags will cover the large majority of problems.
Fresh data
New rankings and links showed up within 24 hours. You won't be looking at stale numbers when you report on progress.
Keyword data isn't always right
Its figures matched Google Search Console for 172 of 200 keywords, so the rest were off. That's why data accuracy was its lowest score, at 3.5 out of 5.
Expensive, with strict refund rules
Paid plans start at $139 a month billed monthly. The money-back guarantee only covers first subscriptions of 12 months or longer bought online by card, so month-to-month buyers can't get a refund.
Users report billing trouble
On Trustpilot, Semrush has 1.6 out of 5 from 1,426 reviews. Most complaints are about charges after a trial, hard cancellations and add-on charges.
Pros
- Found 91 of 100 known backlinks
- Caught 36 of 40 planted technical issues
- Data updated within 24 hours
- Free plan with 10 reports a day
- Tracks AI search visibility as well as SEO
Cons
- Only 172 of 200 keyword checks within tolerance
- Paid plans start at $139 a month
- No refunds on month-to-month plans
- Trial turns into a paid plan automatically
- Poor 1.6 out of 5 rating on Trustpilot
How much Semrush costs
Semrush has a free plan and several paid plans. Billed monthly, SEO costs $139 a month, Starter $199 a month and Pro+ $299 a month. Paying yearly cuts the price by about 16 to 17%: SEO drops to $117.33 a month, Starter to $165.17 and Pro+ to $248.17, billed yearly. Advanced and Enterprise have custom prices.
Most small businesses will want the SEO plan, which covers 5 websites and 500 keywords tracked daily. Starter adds the AI visibility tools and MCP access, and Pro+ suits teams with up to 15 websites. Prices were checked on November 3, 2026.
Free
Free
no card needed
- 1 demo project
- 10 reports a day
SEO
$139
a month
- 5 websites
- 500 keywords tracked daily
Starter
$199
a month
- SEO tools plus AI visibility
- 50 AI prompts and 300 AI reports a day
- MCP access
Pro+
$299
a month
- 15 websites and 1,500 keywords
- 100 prompts a day
- Historical data
There's a 7-day free trial on paid plans. The first payment is taken automatically when the trial ends unless you cancel first.
Semrush offers a one-time 7-day money-back guarantee, but only for first subscriptions of 12 months or longer bought online by credit card. Month-to-month plans aren't eligible, and refunds are made within 30 days.
To cancel, you fill in a cancellation form while logged in. The cancellation takes effect at the end of your current term.
Enterprise has custom pricing and adds single sign-on, audit logs, a dedicated account manager and a service level agreement.
Prices checked November 3, 2026. Prices can change, so check before you buy.
Is Semrush safe to use?
We found no reported security incidents. A third-party review of Semrush's security page says it is PCI DSS Level 1 compliant, which covers card payments, but we couldn't confirm that directly. We also couldn't confirm Semrush's policy on using data for AI training.
The bigger risks are about money. Trials turn into paid plans automatically, add-ons can be charged, and refunds are limited to plans of 12 months or more. Adobe now owns Semrush, which may change how data is handled over time.
Read the cancellation form ahead of time and cancel a few days before your trial ends.
What Semrush users say
Users are sharply split. On Trustpilot, checked November 3, 2026, Semrush has 1.6 out of 5 from 1,426 reviews, labelled Bad, with 335 recent reviews. Ratings sit at the extremes: 41% give 5 stars and 44% give 1 star.
The praise is about the wide range of features and useful research data. The complaints are about being charged after a trial, cancellation being hard, refunds being refused, add-ons charged without a clear warning and slow support. Some recent users also felt it was overpriced, with many tools needing paid upgrades.
What users praise
- Broad feature set
- Useful research data
What users complain about
- Charges after trial
- Hard cancellation
- Refund denials
- Add-ons charged without clear warning
- Poor support
Recent user reviews, in short
Summarised in our own words, not quoted. Reviewer names are left out.
★★★★★Trustpilot · November 2026
Reviewer described tactics that make cancelling hard and poor support.
★★★★★Trustpilot · October 2026
Reviewer paid about 160 euros and found most wanted tools needed paid upgrades.
★★★★★Trustpilot · October 2026
Reviewer reported add-on charges without clear warning and tickets closed unresolved.
Our test backs up the praise: the data was accurate and broad. We can't speak to billing from our test, but the user complaints match Semrush's own terms, such as automatic trial charges and refunds limited to yearly plans. Go in knowing those rules.
Ratings checked November 3, 2026.
Semrush alternatives worth a look
Semrush came second of the seven SEO suites we tested. Here's how the others with the highest scores compared. Our best SEO suites list has the full ranking.
SE Ranking
SE Ranking came first with 5 out of 5 and starts at $129 a month. Pick it if you want broad SEO tooling for a small team or agency at a slightly lower price.
Ahrefs
Ahrefs scored 4 out of 5, half a point below Semrush. It suits SEO specialists who rely on backlink research, with an entry plan from $29 a month.
Moz Pro
Moz Pro also scored 4 out of 5. It suits small teams that want an established, simpler suite, from $49 a month.
Mangools
Mangools scored 3 out of 5. It's a simpler toolset for freelancers and bloggers who mainly need keyword research, from $61 a month.
BrightEdge
BrightEdge scored 2 out of 5 in our test. It's built for large sites needing enterprise reporting and has no public prices.
4.5/5
Should you use Semrush?
Semrush is a strong choice if you want one suite for most of your search work. In our test it matched Google's data for 172 of 200 keywords, found 91 of 100 known backlinks and caught 36 of 40 planted issues, with updates inside 24 hours. That earned it 4.5 out of 5 and second place out of seven.
The drawbacks are price and billing terms. At $139 a month for the cheapest paid plan, it's not cheap, and SE Ranking scored higher for a little less. If you try Semrush, start on the free plan, and if you take the trial, set a reminder to cancel before it ends.
Semrush suits marketing teams wanting one accurate SEO and AI visibility suite; budget buyers and anyone wary of strict billing should look elsewhere.
Still deciding?
Compare all-in-one SEO suites →
See how Semrush compares
Every tool in our all-in-one SEO suites test got the same jobs. Our ranking puts the results side by side.
Disagree with our review?
Make your case
If you use Semrush, or work there, and think we got something wrong, email us. Tell us what you saw and attach screenshots if you have them. We'll take another look and update the review if it changes our findings.
review.now.team@gmail.com
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Frequently asked questions
How much does Semrush cost?
Billed monthly, the SEO plan costs $139 a month, Starter $199 a month and Pro+ $299 a month. Paying yearly brings these down to $117.33, $165.17 and $248.17 a month, billed yearly. Advanced and Enterprise have custom prices. There's also a free plan with 1 demo project and 10 reports a day. We checked these prices on November 3, 2026.
How did you test Semrush?
We used Semrush for 30 days on three websites we control, tracking the same 200 keywords we use for every SEO suite. We compared its data with Google Search Console, checked how many of 100 known backlinks it found, ran its site audit on a test site with 40 planted issues, and timed how fast updates appeared.
Is there a Semrush free trial?
Yes. Paid plans come with a 7-day free trial. The first payment is charged automatically when the trial ends unless you cancel before then, which is one of the most common complaints from users. If you only want to explore, the free plan gives you 1 demo project and 10 reports a day without a card.
Does Semrush give refunds?
Only in limited cases. Semrush offers a one-time 7-day money-back guarantee for first subscriptions of 12 months or longer bought online by credit card. Month-to-month plans aren't eligible. Refunds are made within 30 days. If you want the option of a refund, you'd need to commit to a yearly plan.
Who owns Semrush?
Adobe owns Semrush. Adobe announced the deal in November 2025, and Semrush's newsroom announced it was completed on April 28, 2026. Adobe bought Semrush to add search and AI visibility to its marketing products. Before the deal, Semrush was a public company.
How do I cancel Semrush?
You cancel by filling in the cancellation form while logged in to your account, answering every question it asks. The cancellation takes effect at the end of your current term, so you keep access until then. If you're on a trial, cancel a few days before it ends to avoid the automatic first payment.
Written by
Grace Sullivan
I've always been interested in how people connect and build communities online. When exploring a new service, I pay attention to usability, transparency, pricing, and whether its advertised features make sense in everyday situations.