Semrush for Agencies: Plans, Client Reporting and the Partner Directory

The short answer for an agency

Semrush is built with agencies in mind: client folders, white-label reports, an agency directory and AI visibility tracking that clients now ask about. It is also priced in pieces, so an agency's real bill depends on seats, reports and toolkits. Most agencies with five to fifteen clients should look at Pro+ at US$299 a month, which covers 15 sites and 1,500 tracked keywords ^[1]. Add US$20 Pro reports for white-label client reporting, and treat the US$90 Agency Partners listing as optional.

Expect a total well above the plan price. The plan buys research and tracking. The reports, extra seats and directory listing that make an agency look professional to clients are separate line items, and the closure of the Agency Growth Kit moved even more of the stack into them. Sources are Semrush's own pages, read from the US on 12 October 2026.

Choosing the plan by client count

Client count usually decides the tier, so count clients first. On annual billing, Pro+ costs US$248.17 a month, or about US$16.54 per site across 15 sites; Advanced costs US$455.67, about US$11.39 per site across 40, by our arithmetic. Per site, Advanced is cheaper once you fill it. The trouble is the step between them. Pro+ stops at 15 sites, so the 16th client forces Advanced, which costs US$207.50 more a month on annual billing.

Seats add up

Each plan includes one user. Extra users start at US$45 a month with an SEO plan, and the price follows the plan tier ^[2]. View-only access to folders is free for any user. A three-person agency on Pro+ therefore pays at least US$389 a month before reports, by our arithmetic. Seats add up. Give full seats to the people who build campaigns, and view-only access to everyone else.

Setting up client work so it scales

Semrush separates clients with folders, projects, role-based permissions and per-project Google Analytics 4 and Search Console connections, and the Academy's agency course walks through organizing client folders and managing team access. Set one project per client domain from day one. A project holds the client's Site Audit, Position Tracking and other monitoring campaigns together, and deleting a single campaign on lower tiers can mean deleting the whole project. Moving data later is awkward, so a tidy structure at the start saves real trouble when a client leaves.

Features that need a higher tier

Several agency-friendly features need Guru-level limits, which Pro+ inherits. The Tags report in Position Tracking needs Guru or Business, and so does multitargeting, which tracks the same client in several cities or devices. Share of Voice and scheduled spreadsheet exports need Business, which Advanced inherits. An agency that sells rankings across several cities should check this list before it picks a tier. Our Semrush Position Tracking guide covers those reports in more depth.

Audits and sharing at scale

Pro+ crawls up to 300,000 pages a month with two audits running at once; Advanced crawls 1 million with five at once. Each audit tops out at 20,000 pages on Pro+ and 100,000 on Advanced. Weekly audits of 15 client sites of 2,000 pages each use about 130,000 pages a month, by our arithmetic. Sharing is just as granular. Site Audit issues can be shared with Viewer or Editor access, and Keyword Strategy Builder lists can be shared with Viewer access to anyone, including free users. Map Rank Tracker campaigns can be shared read-only, so clients see heatmaps without spending your credits. Use viewer access by default. Always.

Client reporting after the Agency Growth Kit

Semrush discontinued the Agency Growth Kit as a toolkit. Its Client Portal, CRM and Lead Finder were closed, while existing reports were kept, and data from the closed tools can be requested by email. Reporting moved to My Reports, and the Agency Partners platform became a separate US$90 add-on. Client reporting is now a per-report purchase, so know the two report tiers before quoting a retainer.

Base and Pro reports

My Reports combines Semrush data with 20+ marketing tools into scheduled, branded reports ^[3]. Reports are bought one by one and billed monthly: US$10 for a Base report and US$20 for a Pro report. Integrations include Google Ads, Facebook Ads, LinkedIn Ads, HubSpot, CallRail, Mailchimp and TikTok. The first paid toolkit includes 3 Base reports and each further paid toolkit adds 2; they do not reset monthly, and extra Local locations do not add reports. White-label reports for 15 clients cost US$300 a month on Pro, by our arithmetic.

What the extra US$10 buys

Pro reports add design themes, brand colors and footers. White-labeling removes the line saying the data are taken from semrush.com, drops Semrush as the email sender and lets you write the email text, and Pro reports can be scheduled at a set hour. They can also be published as an online dashboard with a public link, or embedded in a client portal with an iframe, with data refreshing on the report's schedule or by hand. Since the Client Portal closed, this is the nearest replacement. For client deliverables, these are the reasons to pay US$20.

The same rule reaches Position Tracking. Its PDFs can be emailed, scheduled and branded with your logo, but branding needs the Pro tier of My Reports, and without it the reports carry Semrush's logo. Budget a Pro report for every client who receives branded rankings. That one line item is easy to forget when quoting.

AI summaries and client languages

Both report tiers include an AI summary, but only Pro lets you set goals, focus, reader persona and tone (formal, professional or neutral); Base reports use a lighter model with limited settings. Summaries come as short, detailed or bullet lists. Read every summary before it reaches a client. AI makes mistakes. Each report can have its own language, separate from your account's interface, which suits agencies with clients in several countries. Reports can also be shared for viewing or editing with people who have only a free Semrush account, and viewers can clone a shared report as a template.

Data that needs its own toolkit

To add Traffic & Market, AI Visibility, Local, Social or AI PR data to a report, you need an active subscription to that toolkit. Site Audit, Position Tracking, Backlink Audit and On Page SEO Checker widgets come with the SEO toolkit, and Domain Overview and Organic Rankings widgets can be scoped to a subfolder or URL. One number does not match. The My Reports article and pricing pages say 20+ external integrations, while the help article on the end of the Agency Growth Kit says Pro reports add 40+. Check the integrations page for the source you need before promising it to a client.

Selling AI visibility to clients

Brand Performance tracks a client's AI share of voice, sentiment and the narratives AI repeats. Prompt quotas are 50, 100 and 200 a day on Starter, Pro+ and Advanced. Spread across 15 clients, Pro+ gives under seven prompts per client, by our arithmetic, so agencies selling AI visibility seriously will need more. The standalone AI Visibility toolkit costs US$99 a month per domain on annual billing, with 25 tracked prompts and one Brand Performance domain, and Semrush's own agency guide lists that price for agencies. For three AI-focused clients, that is US$297 a month on top of the SEO plan. Plan for it.

How agencies report it

Semrush's February 2026 agency article describes Earned Media Australia reporting an AI funnel: visibility and mentions at the top, screenshots of AI answers in the middle, AI referral traffic and conversions at the bottom. The bottom layer comes from Google Analytics through My Reports, while Sure Oak reports AI share of voice from Brand Performance. The article's advice to agencies is to prove AI visibility on their own domain before selling it. Sure Oak did that first, raising its own appearances in AI Overviews by 286%, and says 40% of its new leads now come from AI visibility. That proof costs one AI Visibility domain, US$99 a month.

The case studies and the rival list

In the same article, Activate Digital Media turned an AI visibility gap into a guide for Dryer Vent Wizard, localized across 100+ locations; the client's organic traffic doubled and 10% of franchise leads now come from AI visibility. Coalition Technologies corrected ChatGPT calling a client's products outdated, with AI referral traffic up 429%. These are vendor-selected results. Semrush's July 2026 roundup of AI visibility tools for agencies lists OtterlyAI from US$29 a month, Peec AI from US$245, Profound's agency plan from US$99, Scrunch from US$500 and AthenaHQ with a free tier. It is Semrush's own article, and it ranks Semrush first. Check the rivals' own pages before deciding.

Winning clients: the pitch and the Agency Partners directory

Semrush's agency page leads with pitching: show a prospect what competitors gain, using Organic Rankings, Keyword Gap and Domain Overview. The client-strategy page adds AI search health, mentions and citations to the pitch. A Tunheim strategist quoted there says that nine times out of ten, the analysis shows prospects something about their own business they did not know. That is the outbound route. The directory is the inbound one.

Agency Partners is Semrush's agency directory, where brands look for marketing agencies ^[4]. Listing costs US$90 a month and includes a profile page, a Semrush Agency Partner badge and lead notifications; brands browse the directory free, and the pricing pages sell it as Lead Generation. Profiles include services, industries, regions, languages, budget per project, pricing models, team size and contact details, plus success stories, client logos and awards. A booking link from Calendly, HubSpot or Google Calendar can be added, and lead alerts go to up to three email addresses and to WhatsApp.

Agency Score, the badge and the exams

Agency Score runs from 1 to 5 and combines your own website's performance with your team's Semrush Academy certifications, and the directory sorts by it by default. Agencies hired through the platform in the last six months get a Proven track record label. To raise the score, Semrush asks agencies to pass the Semrush for Digital Agencies exam and one toolkit exam in SEO, SEO for advanced users, content marketing, advertising, social media or competitor analysis. Passing both earns a Certified Semrush Partner badge, and a healthy Site Audit score on your own site also counts. Certifications are free, so the score is partly within your control.

The listing requirement itself is unclear. One help article says an agency must pass two Semrush exams to be listed, while the main Agency Partners article lists only the purchase and the profile form, with Academy exams as the route to the badge. Plan for the exams anyway, since they also raise the Agency Score. The Semrush for Digital Agencies exam covers building pitch decks, researching new clients, planning delivery, tracking and reporting progress, and using Semrush with a team or with clients. It is free, like every Academy exam.

How leads arrive, and whether US$90 pays

Brands can filter the directory or use Get Matched, a form that sends their request and contact details straight to an agency. Semrush tells brands that agencies will contact them within two days, and leads stay available for two business days. A Responsiveness score, recalculated daily over the last 30 days, rates agencies Highest, Medium or Low by how many leads they answer. Accepted leads show Domain Overview data for the prospect's site and open a chat; unread messages trigger an email after an hour. Answer every lead, even with a no.

Closed deals are confirmed by both sides, and you can request a review with the challenge, solution and result filled in; reviews are moderated and averaged with Google Maps reviews. The dashboard tracks impressions, clicks, leads and their budgets, though page statistics show only for agencies in the US, India, Australia, Canada and the UK. The listing costs US$1,080 a year, by our arithmetic, and one retained client at a modest monthly fee covers it. Semrush promotes the directory through paid ads, email, blog posts and organic search, but it publishes no lead volumes. Try it for a quarter and count the leads. Then decide.

Add-ons for local, content, PR and AI workflows

Local clients are billed per location: US$30 on Local Base or US$60 on Local Pro. Map Rank Tracker sharing lets agencies show heatmap progress in real time. A Local Pro location bundled into a retainer at a markup is a common way to cover the cost, so price it per location, as Semrush does. Our Semrush for local business guide explains what each Local plan includes.

The Content toolkit costs US$60 a month, and the AI PR toolkit, for journalist outreach and coverage tracking, costs US$149, US$279 or US$499 a month. Add them only for clients who pay for content or PR. Not before. Semrush's client-strategy page also pitches its MCP server for connecting live data to ChatGPT, Claude or Lovable. Pro+ includes 50,000 MCP units; Advanced needs a separate unit package. Monthly client summaries drafted from live data are the obvious use. Check units before scheduling them for 15 clients.

Training the team and signing up

Semrush Academy's Getting Started with Semrush for Agencies course has 19 lessons and takes about an hour, covering client folders, rank tracking, site audits, team permissions and client reporting. It is free, so new hires can do it on day one, and new account managers should take the agency exam in their first month, before their first client pitch. Billing deserves the same care. Annual plans are charged upfront for the year ^[2]. Monthly plans are not refundable, and refunds apply only to a first annual purchase within 7 days. Agencies that lose a big client mid-year keep paying for its slot. Start on monthly billing until the client base is stable.

A 10-client agency, priced

Those four lines come to at least US$679 a month, by our arithmetic. On annual billing, Pro+ drops to US$248.17 and the total to about US$628. Two clients at a small retainer cover it. That is the math. The lines to watch are the ones tied to client count: every new client adds a report, and the 16th forces the move to Advanced.

The bottom line

Semrush gives agencies the research, tracking and white-label reporting to run SEO for many clients from one account. The price grows with every seat, report and toolkit, and the Agency Growth Kit's closure moved costs into separate line items. Start on Pro+ if you serve up to 15 clients, add a Pro report for every client who needs branding, and test the directory listing for a quarter before you keep it. Price the full stack before quoting your first client. Our Semrush pricing guide breaks down every plan.