Adobe Acquires Semrush, Enhancing Marketing Tools To Optimize Brand Presence Across Search And AI Platforms

In Brief

Adobe is acquiring SEO platform Semrush for $1.9B, integrating the tech into marketing tools to help users optimize presence across search and AI platforms.

Adobe, a global leader in creative and marketing software, and Semrush Holdings, a provider of brand visibility and online presence management tools, have announced a definitive agreement for Adobe to acquire Semrush in an all-cash transaction at $12.00 per share, valuing the deal at approximately $1.9 billion

Semrush is a prominent software-as-a-service platform that provides businesses worldwide with tools to plan, execute, and measure campaigns across search engine optimization, advertising, content, social media, and competitive analysis.

The platform, known for its expertise in search engine optimization (SEO) and generative engine optimization (GEO), supports marketers in enhancing brand visibility and expanding audience reach through data-driven solutions.

Adobe’s portfolio spans content creation, customer engagement, and brand experience management, enabling organizations, including 99% of the Fortune 100, to leverage AI in transforming workflows. As consumer reliance on large language models (LLMs) like ChatGPT and Google’s Gemini grows, brand visibility has become increasingly critical for organizations seeking to remain discoverable, trusted, and influential across both owned and earned channels

The integration of Semrush’s GEO capabilities and over a decade of SEO expertise strengthens Adobe’s ability to help brands navigate this evolving landscape, ensuring visibility in AI-driven search and generative AI marketing initiatives.

Semrush Plans To Enhance Brand Visibility Across AI Platforms

Semrush has demonstrated strong performance, reporting 33% year-over-year growth in enterprise Annual Recurring Revenue and serving clients such as Amazon, JPMorgan Chase, and TikTok. By combining Adobe’s tools—including Adobe Experience Manager, Adobe Analytics, and the recently introduced Adobe Brand Concierge—with Semrush’s solutions, marketers will gain a comprehensive view of brand presence across websites, search engines, and generative AI platforms.

Generative AI is already reshaping consumer behavior, with Adobe Analytics reporting a 1,200% year-over-year increase in traffic from AI sources to US retail sites in October, highlighting the growing importance of integrated visibility strategies in the modern marketing ecosystem.