Adobe acquires the SEO marketing tool Semrush in a takeover valued at approximately $1.9 billion.
Adobe and Semrush have reached an agreement for an acquisition. Both parties announce this in a joint press release. Adobe is paying $12 per share, entirely in cash, corresponding to a total value of approximately $1.9 billion.
Semrush operates in SEO and GEO (generative engine optimization), two areas that are becoming increasingly important as consumers more frequently use generative AI tools like ChatGPT and Gemini for searches. Adobe sees the acquisition as an opportunity to enhance its digital marketing offerings with technology that responds to this shift in user behavior.
Shift in Search Behavior
Adobe states that generative AI creates a new channel between consumer and brand. The company points out that traffic to U.S. retail websites from generative AI sources increased by 1,200 percent in October compared to the previous year. With the integration of Semrush, Adobe aims to help companies maintain their visibility on both traditional search engines and AI-driven platforms.
Semrush saw a 33 percent year-over-year growth in recurring revenue from enterprise customers in the last quarter. Customers include names like Amazon and TikTok. By adding this expertise to existing products such as Adobe Experience Manager, Adobe Analytics, and the new Adobe Brand Concierge, Adobe aims to provide a more complete view of how brands appear on their own channels, search engines, AI models, and the broader web.
The acquisition fits within Adobe’s broader strategy to provide solutions that enhance customer experience in an era where AI plays a larger role in marketing and brand management. The acquisition is expected to close in the first half of 2026, subject to approval by competition authorities. Semrush founders and principal shareholders have already agreed to the deal.