Semrush Pricing 2026 | New AI Visibility Plans vs Classic SEO | Cost Breakdown & Alternatives

If you are looking for a single number, Semrush pricing starts at $139.95 per month.

That is the figure most people quote. It is also the reason many businesses end up overspending.

The reality of Semrush pricing in 2026 is no longer just a simple choice between “Pro” and “Guru.” What used to be a straightforward SEO subscription has turned into a layered ecosystem: classic SEO plans, AI-focused “Semrush One” bundles, more than a dozen optional toolkits (Local, Social, PR, Ads), and a separate user-seat pricing model that can quietly double your bill.

I have spoken with agency owners who signed up for the $249 Guru plan, assuming it covered everything, only to later realize they also needed the . Trends add-on and two extra team seats. Their “$249 tool” turned into a $600+ monthly expense without any dramatic feature upgrade. Just quiet add-ons.

That is why most Semrush pricing articles don’t actually help. They copy the official pricing table, add a few bullet points, and call it a review. But pricing isn’t about features—it’s about what you actually pay over time.

This guide is written to fix that. I am going to dissect every single tier, calculate the “True Cost” of ownership, and show you exactly how to avoid the upsells you don’t need.

My Quick Take (TL;DR)

For the busy marketer who just wants the answer.

• Best for Freelancers: Pro Plan ($139.95/mo). It has everything you need to rank sites. Don’t upgrade unless you need historical data.
• Best for Agencies: Guru Plan ($249.95/mo). The branded PDF reports and Content Marketing Toolkit replace other tools like SurferSEO, making it worth the price.
• The Hidden Trap: User Seats. Adding a team member costs $45–$80/month each. If you have a team of 3, your bill will double.
• The AI Update: Unless you specifically need to track your brand inside ChatGPT, ignore the “Semrush One” bundles for now. Stick to the classic plans.

 

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Quick Look: The 2026 Semrush Pricing Cheat Sheet

Compare the “Real” costs before you buy.

Plan Tier	Monthly Price	Annual Price (Save 17%)	Who It’s Truly For	The “Killer” Value
Pro	$139.95	$117.33/mo	Solopreneurs	Unlimited Reporting
Guru	$249.95	$208.33/mo	Agencies	Historical Data & Branded PDFs
Business	$499.95	$416.66/mo	Enterprises	API Access & Share of Voice
Semrush One	$199.00	$165.17/mo	SaaS Brands	AI Brand Tracking

 

The Foundation: Classic Plans & Core Features

How Semrush Pricing Changed in 2026

For most of the last decade, Semrush was purely an SEO tool. You paid for keyword data, backlinks, audits, and rank tracking. That worked—until generative AI changed how people discover brands.

With tools like ChatGPT, Google Gemini, and Perplexity influencing buying decisions, Semrush adjusted its pricing model. Today, it offers two clear paths:

1. The SEO Classic Path: Built for ranking in Google’s traditional search results. (Plans: Pro, Guru, Business).
2. The AI Visibility Path: Built for brands that need to know whether AI tools mention or recommend them. (Plans: Semrush One Starter, Pro+, Advanced).

Here is where people get burned: picking the wrong path. A local plumber doesn’t need to track ChatGPT answers. A VC-backed SaaS company probably does. Choosing incorrectly means paying for data you’ll never use.

In this section, we focus on the SEO Classic plans because they still make sense for about 90% of users.

 

Plan 1: The Semrush Pro Plan ($139.95)

The Freelancer’s Workhorse.

The Pro Plan is often marketed as the “beginner” option. This is a psychological trick to get you to upgrade. In reality, the Pro plan is more powerful than the “Enterprise” plans of many cheaper competitors.

For 90% of solo SEOs, affiliate marketers, and niche site owners, this plan is powerful enough to build a 7-figure business.

The “Hard” Limits (What You Actually Get)

1. 5 Projects

Semrush defines a “Project” as a domain where you set up active tracking (Site Audit, Rank Tracking, On-Page SEO Checker).

• The Reality: You can still analyze unlimited competitors using the search bar. The “5 Project” limit only applies to the sites you want to automatically monitor every day.
• Is it enough? For a freelancer with 3 main clients and 1 personal portfolio site, yes. However, if you are an agency pitching 20 clients, you will hit this wall in week one.

2. 500 Keywords (The Bottleneck)

This is the single biggest reason people are forced to upgrade. You can track the daily rankings of 500 terms.

• The “Mobile” Trap: Semrush counts keywords by device and location.
  • Tracking “Best Coffee Maker” on Desktop = 1 Keyword.
  • Tracking “Best Coffee Maker” on Mobile = 1 Keyword.
  • Total Used: 2 Keywords.
• The “Local” Trap: If you track “Plumber” in New York and “Plumber” in New Jersey, that counts as 2 keywords.
• Verdict: If you are doing simple national SEO, 500 is plenty. If you are doing “Local SEO” across multiple cities, 500 will burn out in days.

3. 10,000 Results Per Report

When you export a competitor’s keyword list, you get the top 10,000 rows.

• Why this matters: If you are analyzing a massive site like The New York Times, you won’t see their long-tail keywords past rank #10,000.
• Verdict: For most normal business analysis, 10,000 is more than enough. You usually only care about the top 100 keywords anyway.

4. 100,000 Page Crawls (Site Audit)

This is the monthly limit for the Site Audit tool.

• The Reality: Unless you run a massive e-commerce store with 50,000+ products (like a Shopify Plus store), you will likely never hit this limit. A standard WordPress blog rarely has more than 2,000 pages.

What You Are Missing (The “Upgrade” Bait)

To keep the price at $139, Semrush strips away three specific features:

1. Historical Data: You cannot travel back in time. If a client asks, “Did we lose traffic during the Core Update last March?” you cannot check. You can only see data from today moving forward.
2. Content Marketing Toolkit: You get limited access to “Topic Research” and the “SEO Writing Assistant.”
3. Share of Voice: You cannot see the aggregate “Market Share” metric.

My Verdict on Pro:

Start here. Do not let FOMO (Fear Of Missing Out) force you to Guru. Unless you specifically know you need “Historical Data” for forensic SEO, do not pay more. The annual price of $117.33 is a steal for this level of data.

 

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Plan 2: The Semrush Guru Plan ($249.95)

The Agency Standard.

This is the “Sweet Spot” for marketing agencies and content teams. But the price jump is aggressive—you are paying an extra $110 per month.

Where does that money go? Is it just for more keywords? No. It unlocks an entirely different suite of tools.

The “Killer” Features (Why You Upgrade)

1. Historical Data (Since 2012)

This is the primary reason professionals choose Guru.

• The Value: You can see exactly what keywords a competitor ranked for in January 2018.
• Use Case: When pitching a new client, you can show them exactly when their traffic started crashing under their previous agency. It allows you to play “SEO Detective” and win the contract by showing you know their history better than they do.

2. The Content Marketing Toolkit

On the Guru plan, you unlock the full power of Semrush’s content suite.

• Topic Research: It builds “Mind Maps” of content ideas based on your seed keyword. It tells you exactly what sub-headlines (H2s) to include to rank.
• SEO Writing Assistant (SWA): This is a Google Docs plugin. It scores your content in real-time for SEO, Readability, and Tone.
• The ROI Calculation: Tools like Clearscope or SurferSEO cost $80-$100/month just for this feature. By getting it included in Guru, you can effectively cancel your other content subscriptions, making the “real” cost of the upgrade much lower.

3. Multi-Location & Device Tracking

On Pro, you struggle with location limits. On Guru, it opens up.

• Use Case: If you have a client with 10 franchise locations, Guru is non-negotiable. You can track rankings for the “Austin” location separately from the “Dallas” location without running out of projects instantly.

4. Looker Studio Integration

If you hate sending manual reports, this is a lifesaver.

• The Feature: Guru allows you to connect Semrush API data directly to Google Looker Studio (formerly Data Studio).
• The Benefit: You can build a live, interactive dashboard for your clients. They can log in anytime to see their rankings. You never have to create a PDF report again.

5. Branded PDF Reports

If you still prefer PDFs, Guru allows you to remove the “Semrush” logo and put your own Agency Logo on the report.

• Why it pays: It makes you look like an established firm. Clients don’t want to know what tools you use; they want to see your results.

The Expanded Limits

• 15 Projects: Enough for a small-to-mid-sized agency.
• 1,500 Keywords: Triple the tracking power of Pro.
• 30,000 Results Per Report: Deep data mining for e-commerce.

My Verdict on Guru:

If you have Paying Clients, you must have Guru. Sending a client a branded PDF report with historical growth data is how you retain them. The extra $110/month pays for itself if it helps you retain just one client for one more month.

 

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Plan 3: The Semrush Business Plan ($499.95)

The Enterprise Beast.

This plan is often misunderstood. It is not just “Guru with more keywords.” It is a fundamentally different tool designed for Big Data.

The “Enterprise” Exclusives

1. Share of Voice (SoV)
   While rank tracking tells you position, SoV tells you Dominance.
   • The Metric: It calculates the search volume of every keyword you track and tells you what percentage of the total clicks you are capturing compared to competitors.
   • Who cares? CMOs and Executives. They don’t care about “Rank #4.” They care about “We own 24% of the market.”
2. API Access (Application Programming Interface)
   This is the only plan that lets you extract raw Semrush data without logging into the interface.
   • Use Case: You can pull keyword data into your internal company warehouse (Snowflake, BigQuery) to combine it with your sales data.
   • Warning: The API units are not unlimited. You get a specific allowance, and if you go over, you pay extra.
3. Product Listing Ads (PLA) Research
   If you are a massive e-commerce brand (like Wayfair or Chewy), you need to see your competitor’s Google Shopping strategies. The Business plan offers significantly deeper visibility into PLAs than the lower tiers.

The “God Mode” Limits

• 40 Projects: Manage a massive portfolio.
• 5,000 Keywords: Track an entire industry vertical.
• 50,000 Results Per Report: Essentially unlimited data.
• Migration Services: If you are switching from Ahrefs or Moz, Semrush will provide a dedicated concierge to move all your tracking data for you for free.

My Verdict on Business:

Unless you have a team of 5+ people or a dedicated Data Analyst, this is overkill. 99% of agencies cap out at Guru.

 

The “Hidden” Cost of Growth: User Seats & Team Fees

This is the section Semrush sales reps don’t like to talk about. This is where your budget goes to die if you aren’t careful.

The prices listed above ($139, $249, $499) are for ONE user seat only.

The “One User” Policy

Semrush is very strict about this.

• You cannot share passwords.
• Semrush tracks IP addresses and simultaneous logins.
• If you try to have your Virtual Assistant log in from the Philippines while you are logged in from New York, one of you will be kicked off, or your account will be flagged for “Suspicious Activity.”

If you need your business partner, writer, or VA to have their own login, you must pay for an additional seat. And the price depends on which plan you are on.

The “User Seat” Price List (Monthly)

If you are on Plan…	Cost Per Extra User
Pro / Starter	$45.00 / mo
Guru / Pro+	$80.00 / mo
Business / Advanced	$100.00 / mo

 

Real-World Math: The “Small Agency” Trap

Let’s calculate the real cost for a small marketing agency with 3 team members (The Founder, an SEO Specialist, and a Content Writer).

Option A: The “Cheap” Route (Pro Plan)

• Base Plan: $139.95
• User 2: $45.00
• User 3: $45.00
• Total Monthly Bill: $229.95

Option B: The “Agency” Route (Guru Plan)

• Base Plan: $249.95
• User 2: $80.00
• User 3: $80.00
• Total Monthly Bill: $409.95

The Shock:

Many agencies budget for $250, but end up paying $410. That is an extra $1,920 per year just for logins.

Expert Hack: How to Save Money on Seats

If you are a small team working in the same physical office, you can technically share a login if you do not use the tool at the same time. However, this is risky and annoying.

A better strategy? Limit who gets a seat.

Does your Content Writer really need full Semrush access? Or do they just need the “SEO Writing Assistant”?

• Instead of buying them a full seat ($80), just export the content briefs for them or use the Google Docs extension, which sometimes has looser login requirements depending on the current update.
• Alternatively, buy them a cheaper tool (like a dedicated keyword writer) and keep Semrush for the Strategists.

 

The Advanced Tools (AI Bundles, Toolkits & Profit)

If you are a traditional SEO focused on Google rankings, the standard plans above are likely all you need.

But if you are a modern brand manager, PR professional, or an agency looking for high-quality leads, the standard plans might not be enough. You have likely heard about Semrush One and the confusing menu of “Toolkits.”

Is the $199 Semrush One Starter plan better than the $139 Pro plan?

Is the $90 Lead Generation tool worth it?

Let’s break down the new AI bundles, expose the full “Menu Pricing” of all 8 toolkits, and finally, do the math on whether Semrush actually makes you money compared to the competition.

 

Plan 4: The Latest “Semrush One” Bundles (AI + SEO)

In 2026, Semrush introduced its biggest pricing shift in history: Semrush One.

This is a direct response to the rise of “Generative Search” engines like ChatGPT, Perplexity, and Google Gemini. Traditional rank trackers cannot see these platforms. If someone asks ChatGPT, “What is the best CRM software?” and ChatGPT recommends your competitor, you would never know.

Semrush One fixes this by bundling the Classic SEO Tools with the new AI Visibility Toolkit.

A. Semrush One Starter ($199/mo)

The “Future-Proof” Entry Level.

At first glance, this looks like a bad deal. Why pay $199 when the Pro plan is $139?

The answer lies in the AI Visibility Toolkit (which costs $99 if bought separately).

• Monthly Price: $199.00 / mo
• Annual Price: $165.17 / mo
• The “Bundle” Savings: You save $40/month compared to buying Pro + AI separately.

The Hard Limits:

• 5 Websites: Monitor 5 domains.
• 50 AI Prompts (Daily): This is the key metric. You can track 50 specific questions (e.g., “Best sneakers for marathon runners”) to see if your brand appears in the ChatGPT answer.
• 500 Keywords: Same SEO limit as the Pro plan.
• AI Sentiment Analysis: It tells you how the AI feels about your brand (Positive, Neutral, or Negative).

Verdict:

If you are a SaaS company or a brand that relies on “Word of Mouth,” this is essential. If you are a local plumber or a niche affiliate site, ChatGPT doesn’t care about you yet. Stick to the $139 Pro plan.

B. Semrush One Pro+ ($299/mo)

The Agency AI Powerhouse.

This is the equivalent of the “Guru” plan, but upgraded for the AI age.

• Monthly Price: $299.00 / mo
• Annual Price: $248.17 / mo

The Hard Limits:

• 15 Websites: Triple the monitoring capacity.
• 100 AI Prompts: Track more complex buyer journeys.
• 1,500 Keywords: Same SEO limit as Guru.
• Historical Data: Included (crucial for agencies).

Verdict:

This is the plan for PR Agencies and Reputation Management Firms. If your job is to protect a client’s brand image, you need to know what the AI is saying about them.

 

The “Toolkit” Menu

This is where Semrush gets expensive. The base plan gives you the core tools, but there are specialized “Toolkits” for specific jobs.

Many users accidentally buy these without realizing they are extras. Here is the honest breakdown of costs for all 8 major add-ons.

1. Semrush Local Toolkit (For Brick-and-Mortar)

If you run a dentist’s office, restaurant, or plumbing business, this is essential.

• Base Plan ($30/mo per location): Syncs your business info to directories and uses an “AI Agent” to auto-reply to Google Reviews. Limit: 375 Map Rank Credits.
• Pro Plan ($60/mo per location): Adds Listing Management (syncs to 70+ directories like Yelp/TripAdvisor) and triples your map credits to 1,225.
• Verdict: The $30 Base Plan is a no-brainer for local businesses. Doing this manually takes 50 hours.

 

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2. Semrush Social Toolkit (For SMMs)

• Base Plan ($20/mo): 5 Profiles, 50 scheduled posts/month.
• Pro Plan ($40/mo): 10 Profiles, Unlimited scheduled posts.
• Verdict: Good if you want to keep everything in one dashboard, but dedicated social tools (like Metricool) are often cheaper for the features.

 

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3. Traffic & Market Toolkit (Semrush .Trends)

Warning: This is the most expensive add-on.

• Price: $289 / mo (per user).
• What it does: Unlocks “Traffic Analytics” for other websites. You can see Amazon’s conversion rate, your competitor’s top referrals, and market demographics.
• Verdict: Do not buy this by accident. It costs more than the Guru subscription itself! Only for 8-figure brands.

 

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4. Content Toolkit (For Writers)

• Price: $60 / mo.
• What it does: Generates 10,000 AI articles/month (drafts) and gives you Topic Finder ideas.
• Verdict: If you are a high-volume affiliate publisher churning out content, this is cheaper than hiring writers.

 

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5. AI PR Toolkit (For Outreach)

• Base Plan ($149/mo):
  • What it does: Finds journalists and media outlets that are cited by AI models (LLMs). It helps you get coverage that feeds into ChatGPT’s answers.
  • Limit: 500 emails/month.
• Verdict: A powerful niche tool for PR agencies. Too expensive for average SEOs.

 

6. Advertising Toolkit (For PPC)

• Base Plan ($99/mo): Optimize Google Shopping ads and unlimited ad creative generation.
• Pro Plan ($220/mo): Includes AdClarity—deep intelligence on competitors’ Display and Video ads.
• Verdict: If you spend $10k+ a month on Ads, this tool pays for itself.

 

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7. The Lead Generation Solution (For Agencies)

• Price: $90 / month (per user).
• What it does: This is designed for agencies looking for new clients. It gives you 1,000 “Outreach Credits” to find verified emails of business owners who need SEO services. It also lists you in the Semrush Agency Partners directory.
• Verdict: High ROI. If you land just one SEO client from these leads, the tool pays for itself for the entire year.

 

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8. My Reports “Add-On” Fees

Most people assume PDF reporting is free. It is, but with limits.

• Base Report ($10/mo): Allows you to schedule PDFs daily/weekly.
• Pro Report ($20/mo): Required if you want to use “White Label” branding (removing the Semrush logo) and advanced 3rd party integrations.
• Note: The Guru Plan includes most of these features, but if you are on Pro, you have to pay extra for them.

 

Price Wars: Semrush Alternatives (2026)

Before you drop $140, you probably want to know: “Is there a cheaper option?” Let’s look at the numbers honestly compared to the big rivals.

1. Semrush vs Ahrefs Pricing

Ahrefs is the biggest rival. For years, they had similar pricing, but Ahrefs recently changed its model to be usage-based (credits), which upset a lot of users.

• Semrush Pro ($139.95/mo): Limits: 500 keywords, 3,000 reports/day.
• Ahrefs Lite (~$129/mo): Limits: Very strict “Credits” system. Every time you click a filter, you use a credit.
• The Verdict: On paper, Ahrefs looks $10 cheaper. But wait. Ahrefs charges you “credits” for everything. Many users run out of credits halfway through the month and have to pay extra. Semrush gives you virtually unlimited reporting on the base plan.
• Winner: Semrush (Better value for heavy users).

2. Semrush vs SE Ranking Pricing

SE Ranking is the “Budget” challenger.

• Semrush Pro: $139.95 / mo
• SE Ranking Pro: ~$89 / mo (or ~$55 if you pay annually).
• The Difference: SE Ranking is significantly cheaper. However, its keyword database is smaller (roughly 30% the size of Semrush), and it lacks the advanced “Content Marketing” and “Link Building CRM” tools.
• Winner: SE Ranking if you are on a tight budget. Semrush is the best data to win high-stakes keywords.

 

Real-World “Profit Math” Scenarios

Most pricing guides just list the costs. But business is about ROI (Return on Investment). Let’s run three real-world scenarios to see if Semrush is actually profitable for you.

Scenario 1: The “Growing Agency” Math

The Profile: You run a small SEO agency with 5 clients on retainer ($1,500/mo each). You have 2 employees.

• The Cost: Guru Plan ($249.95) + 2 Extra User Seats ($160.00) + Lead Generation Add-On ($90.00) = ~$500.00/month.
• The Return:
  • Semrush allows you to generate “White Label” PDF reports in 5 minutes.
  • Without Semrush, you would spend 4 hours per client manually gathering data.
  • 4 hours x 5 clients = 20 hours saved.
  • If your hourly rate is $100, you saved $2,000 in labor.
• Verdict: PROFITABLE. The tool pays for itself in time savings alone.

Scenario 2: The “E-Commerce Spy” Math

The Profile: You run a Shopify store selling pet supplies. You want to beat a competitor who is making $1M/year.

• The Cost: Guru Plan ($249.95) +.Trends Add-On ($289.00) = ~$540.00/month.
• The Return:
  • Using Trends, you identify that 40% of your competitor’s traffic comes from a specific Pinterest ad strategy you aren’t using.
  • You copy the strategy and generate an extra $5,000 in sales next month.
• Verdict: PROFITABLE. Data is only expensive if you don’t use it. For e-commerce, one insight can pay for the entire year’s subscription.

 

Final Verdict: Which Plan Should You Buy?

After analyzing every dollar, feature, and hidden cost, here is my final recommendation for 2026.

I don’t believe in “one size fits all.” Find the persona below that matches you and follow that advice.

Scenario A: The Solopreneur / Blogger

• You are: A freelancer, affiliate marketer, or owner of 1-3 niche sites.
• Recommendation: Buy Semrush Pro (Annual).
• Why: You need keyword research, rank tracking, and site audits. You do not need historical data or branded reports. Paying annually brings the cost down to ~$117/mo, which is the best ROI in the industry.
• Don’t Buy: The “Semrush One” bundle. You don’t need AI tracking yet. Save the $60/month.

Scenario B: The Agency Owner

• You are: Managing 5+ clients and have a team of writers.
• Recommendation: Buy Semrush Guru.
• Why: The “Content Marketing Toolkit” replaces tools like SurferSEO (saving you money). The “Historical Data” is essential for explaining traffic drops to clients. The “Branded PDF Reports” make you look professional.
• Don’t Buy: The “Trends” add-on unless you specifically sell market research services.

Scenario C: The “Future-Proof” Brand

• You are: A VC-backed startup or a brand heavily focused on PR and Reputation.
• Recommendation: Buy Semrush One Starter.
• Why: You are terrified of ChatGPT stealing your traffic. You need the AI Visibility Toolkit to track your “Share of Voice” in the LLMs. The standard SEO plan won’t show you this data.

 

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Frequently Asked Questions (SemRush)

How much does Semrush cost per month?

Semrush has three main pricing tiers in 2026. The Pro Plan costs $139.95 per month for freelancers, the Guru Plan costs $249.95 per month for agencies, and the Business Plan costs $499.95 per month for large enterprises. You can save around 17 percent by paying annually.

Is there a free version of Semrush?

Yes, Semrush offers a Free Forever account, but it is very limited. You can perform up to 10 searches per day and track 10 keywords, which is useful for quick checks but not enough for professional SEO work.

Does Semrush offer a money-back guarantee?

Yes, Semrush provides a 7-day money-back guarantee on all new subscriptions, including monthly and annual plans, if you cancel within the first 7 days.

What is the difference between Semrush Pro and Guru?

The Pro plan only shows live data, while the Guru plan unlocks historical data back to 2012, the SEO Writing Assistant, content marketing tools, and branded PDF reports, making it ideal for agencies.

How much does it cost to add a user to Semrush?

Additional user seats are billed separately. Pro plan users pay $45 per month per extra user, Guru plan users pay $80 per month, and Business plan users pay $100 per month per user.

Is Semrush cheaper than Ahrefs?

Yes, Semrush generally offers better value for heavy users. While pricing is similar, Semrush allows more reports and usage compared to Ahrefs’ stricter credit-based system.

Does Semrush have a student discount?

Semrush does not offer a public student discount, but students and educational institutions can contact the Semrush sales team to ask about special academic offers or promotions.

How do I cancel my Semrush subscription?

You can cancel Semrush by logging into your account, visiting the Subscription Info page, clicking the Active plan link, and following the cancellation steps, or by contacting support via email.

Does Semrush offer discounts for non-profits?

Yes, Semrush provides special pricing for registered non-profit organizations, but you must contact their sales team and submit verification documents to qualify.

Is the Semrush One bundle worth it?

Semrush One is worth it if you need AI brand tracking. It combines core SEO tools with the AI Visibility Toolkit and can save money compared to purchasing both separately.

Can I pause my Semrush subscription?

Yes, Semrush allows you to pause your subscription for a limited time while keeping your project data, rankings, and historical reports intact.

Does Semrush charge extra for local SEO?

Basic rank tracking is included, but the Listing Management tool for local SEO is a paid add-on costing around $20 to $40 per month per location.

What happens if I exceed my Semrush limits?

When you reach your plan limits, Semrush will stop allowing new data additions and prompt you to upgrade or remove existing keywords or projects.

Does Semrush have a lifetime deal?

No, Semrush does not offer a lifetime deal. Claims of lifetime Semrush accounts are usually scams or shared accounts that risk suspension.

Is the AI Visibility Toolkit included in the Pro plan?

No, the AI Visibility Toolkit is not included in the standard Pro plan. You must buy it as an add-on or switch to the Semrush One bundle to access AI tracking features.