Adobe Buying Semrush: Let's Talk About What This Really Means

Adobe announced they're acquiring Semrush for $1.9 billion. If you're using Semrush daily for keyword research, site audits, or competitive intel, you need to understand what typically happens when enterprise software giants acquire the nimble tools you rely on—not because of fear-mongering, but because there are predictable patterns here.

Cut Through The Noise

The official line is that this deal is about "brand visibility in an agentic AI era." Adobe's president warns that brands risk losing "relevance and revenue" if they don't embrace this new opportunity.

Here's what I'm reading: Adobe sees an opening to fold SEO workflow into their enterprise stack. The AI visibility angle makes for good press release copy, but the real play is about integration, not innovation.

What History Actually Tells Us

Look at what happened when Salesforce acquired Tableau. The data visualization tool didn't disappear, but the integration became the priority. Product renamings happened. Einstein Analytics became Tableau CRM. Those changes created situations where previously negotiated commercial terms no longer applied to what was technically a "new product."

When Adobe acquired previous marketing tools, they followed a similar pattern—heavy focus on integration, product restructuring, and shifting development priorities toward their enterprise ecosystem rather than the standalone user experience.

More broadly, we're seeing a clear industry trend: major acquisitions give vendors greater leverage, leading to vendor lock-in, steeper pricing, and more rigid contract terms. This isn't unique to Adobe—it's the current playbook across enterprise software.

The Integration Reality

Here's what you should actually expect:

Standalone access will exist, but become progressively less attractive. 

Adobe's history suggests they won't immediately kill standalone Semrush. Marketo still operates under its own brand. Workfront hasn't disappeared.

But here's the catch: the product roadmap shifts. Development priorities move from "what do SEO practitioners need" to "how does this integrate with Experience Cloud." New features launch in the integrated version first, or exclusively. Standalone becomes the legacy option that still works but slowly falls behind.

The integration tax is real. 

If you want Semrush data flowing into Adobe Analytics, or connected to Experience Manager, expect additional licensing conversations. Adobe's track record shows that making their acquired tools talk to each other often requires add-ons, upgraded tiers, or separate integration products.

When Salesforce and Tableau went through integration, customers discovered that connecting the two systems sometimes required expensive Workfront Fusion licenses—just to make Adobe's own products work together.

This won't happen immediately. It'll be gradual. But two years from now, the most powerful features will likely require an Adobe ecosystem you may not have—or want.

The "AI Visibility" Distraction

Adobe is pushing hard on Semrush's generative engine optimization positioning—tracking brand mentions in ChatGPT and Gemini responses.

Let's be practical: most businesses I work with are still struggling with technical SEO debt, content strategy, and basic conversion tracking. The suggestion that they should now prioritize optimizing for AI-generated answers—before they've nailed traditional search—is premature.

I'm not saying AI visibility won't matter. It's that the timing of this messaging conveniently justifies a $1.9 billion acquisition rather than reflecting where most mid-market businesses actually are in their digital maturity.

This is classic vendor playbook: create urgency around the new thing to sell the expensive thing.

What Mid-Market Teams Should Actually Do

If you're currently using Semrush:

Understand your contract timeline. 

When does your current agreement expire? That's your window to make decisions without pressure. Don't wait until renewal time to think about this.

Document your actual usage. 

Which features do you use weekly? Which sit untouched? When Adobe eventually restructures pricing or access, you'll want to know what you genuinely need versus what's been bundled into your current plan.

Evaluate alternatives now, not later. 

This doesn't mean panic-switching. It means understanding what other tools could cover for your core workflows. Know your options before you need them.

Watch the integration announcements carefully. 

Adobe will publish roadmaps and integration plans. Pay attention to what's positioned as "enhanced through Experience Cloud" versus what remains in standalone Semrush. That language tells you where development resources are going.

Ask about API stability. 

If you've built custom reporting or integrations using Semrush's API, get clarity on Adobe's plans. Enterprise acquisitions often mean API access gets restructured, rate-limited, or moved to higher-tier plans. Don't assume what works today will work the same way in 18 months.

Alternatives Worth Considering

If you're evaluating options, here are the main alternatives that can cover core SEO workflows:

• Ahrefs – Strong competitor with robust backlink analysis, keyword research, and site auditing. More expensive than Semrush at comparable tiers, but excellent data quality. Better for agencies and teams that prioritize link analysis.

• Moz Pro – Good middle-ground option with solid keyword tracking and site audits. Less expensive than Semrush or Ahrefs. Better for smaller teams who don't need every bell and whistle but want reliable core functionality.

• SE Ranking – Budget-friendly option that covers keyword tracking, site audits, and competitor analysis. Less comprehensive data than the big players, but solid for small businesses and consultants watching costs.

• Screaming Frog (for technical SEO) – One-time purchase for the paid version, excellent for technical audits. Pair it with Google Search Console and you cover a lot of ground. Not a full Semrush replacement but handles technical SEO better than most platforms.

• Google Search Console + Google Analytics 4 – Free, and if you're a mid-market business, you might be surprised how much of what you actually use can be covered by Google's own tools plus a specialized solution for one or two specific needs.

• BrightEdge or Conductor – Enterprise-grade platforms if you're moving up-market anyway. Expensive, but comprehensive. Only makes sense if you're already heading toward enterprise solutions.

The point isn't that you should switch tomorrow. It's that you should know what 80% of your current Semrush usage could be replaced with, and at what cost. That knowledge gives you leverage when Adobe eventually restructures access or pricing.

The Media Angle

Adobe also acquired Third Door Media through this deal—meaning they now own Search Engine Land and related properties. This creates an interesting structural dynamic: the company selling enterprise marketing tools now owns influential industry publications.

I'm not suggesting Search Engine Land becomes an Adobe commercial. But the incentive structure has changed, and it's worth noting when you're reading industry coverage of Adobe products.

Real Talk For Mid-Market

Here's the bottom line: this acquisition isn't about making your SEO workflow better. It's about Adobe building a more complete enterprise offering and gaining market position with large customers who've already invested in Experience Cloud.

The trend across enterprise software is clear: consolidation gives vendors more leverage, and smaller customers find themselves dealing with less flexibility and higher costs over time.

Adobe's approach will likely be more measured than some of the aggressive plays we've seen elsewhere in the industry. But "more measured" doesn't mean "in your best interest."

What's Likely To Happen

Based on Adobe's history and industry patterns, here's my read: Semrush standalone will remain available for at least 2-3 years post-acquisition. Adobe learned from past integrations that killing standalone access too quickly creates customer backlash.

But expect:

• New feature development to prioritize Experience Cloud integration

• Pricing adjustments positioned as "adding value" through bundled capabilities

• Standalone plans to stay relatively stable, but with fewer new features

• The "best" version of Semrush to increasingly require Adobe products

• Support resources to gradually shift toward enterprise customers

By 2027, you'll probably still be able to buy Semrush as a standalone tool. But it'll feel like using the basic version of something that's become much more powerful for people willing to buy into the Adobe ecosystem.

Your Move

You have until first half of 2026 before this deal closes. Use that time. Don't panic and rip out tools that are working. But don't assume everything stays the same either.

Plan for a future where Semrush is part of Adobe's enterprise stack, not an independent tool that happens to integrate with Adobe products. Those are different things, with different implications for mid-market teams.

And maybe—just maybe—maintain some healthy skepticism when vendors tell you that you'll lose relevance if you don't buy what they're selling.

That's not strategic advice. That's a sales pitch.

Sources:

1. UpperEdge analysis of Salesforce-Tableau integration: Product renaming and capability changes affecting previously negotiated commercial terms

2. Industry analysis on enterprise software consolidation patterns and vendor leverage post-acquisition

3. Adobe acquisition integration patterns with Marketo and Workfront

4. Salesforce-Tableau integration licensing requirements