Semrush Pricing 2026: Plans, Toolkits, Users and the Real Bill

How Semrush pricing works

Semrush's price depends on four choices: which plan, which specialist toolkits, how many users, and whether you pay annually. The plan is only the first line of the bill. This guide sets out every published number from the pricing pages, read from the US, and from the help center on 12 October 2026, along with the billing rules that matter more than the prices themselves. All arithmetic is ours. If you want the verdict on the product rather than the bill, our Semrush review covers what each tool does and how well it does it.

The plan names need a word of explanation, because Semrush is mid-rename. Starter, Pro+ and Advanced are sold as Semrush One, which bundles the SEO Toolkit with the AI Visibility Toolkit; the SEO plan is SEO only. Older subscribers may still hold SEO Classic Pro, Guru or Business plans. The help center's SEO Toolkit page still lists Pro at US$139.95, Guru at US$249.95 and Business at US$499.95, and the comparison pages still quote the old US$139.95 entry price, with data dated May 2025. Those are the legacy plans. The pricing page sells the new ones. Our Semrush One guide explains the bundle in more depth.

The four paid plans, and what each one adds

Four paid plans sit on the pricing page, each with a month-to-month price and a lower monthly equivalent for annual billing ^[1]. Yearly totals below are twelve times that monthly equivalent, charged upfront. The plan you choose should follow the number of sites and clients you really run, not the features you might use one day, because every step up also changes what extra users cost.

SEO and Starter: the same sites, a different job

SEO is pitched at freelancers and small businesses, with 5 websites, 500 keywords tracked daily, basic keyword research and competitor analysis, Position Tracking, Site Audit and AI visibility reports for any domain. It has no prompt-tracking quota, no AI-ready Site Audit and no per-domain AI brand performance. Starter keeps the same 5 sites and 500 keywords but adds fuller keyword and competitor tools, MCP access, 50 AI prompts tracked daily, 1 domain for AI brand performance, 300 AI visibility reports a day and the AI-ready Site Audit. It inherits the limits of the old Pro SEO Toolkit. The difference between them is AI search, not more sites.

Pro+ and Advanced: room for clients

Pro+ moves to 15 sites and 1,500 keywords, and adds historical SEO data, content optimization, keyword cannibalization analysis, multi-location and device tracking, and 100 prompts. It inherits the old Guru limits, which included the SEO Writing Assistant and Topic Research. Advanced goes to 40 sites, 5,000 keywords, SEO Share of Voice, API data integration and 200 prompts. It is the only plan the Standard API can be added to. For most agencies, Pro+ is where the plan starts to fit the workload.

The limits behind the plans

The headline numbers hide the quotas that decide daily work. The help center lists the older tiers' quotas: 100,000, 300,000 or 1,000,000 pages crawled a month, 10,000 to 50,000 results per report, and 250 to 5,000 keyword metric updates. The Keyword Magic Tool allows 3,000, 5,000 or 10,000 reports a day on those tiers. Because the new plans inherit these limits, the old figures remain the best guide to what you get. Check your own limits under Subscription Info rather than trusting any article, ours included.

Free and Enterprise: the two ends of the range

Free costs nothing and needs no card. It gives one demo project, 10 reports a day and limited AI visibility data, tracks 10 keywords and audits 100 pages a month. Exports and AI-powered keyword metrics are not available. Free also brings basic Copilot recommendations, a Listing Management scan and 50 Map Rank Tracker credits a month, and the free AI writing tools allow three uses a day of up to 300 words. The SEOquake browser extension is free too, for Chrome, Firefox and Opera. None of these needs a paid plan. Free is meant for learning, not for client work.

At the other end, Enterprise is custom-priced, with unlimited projects, custom prompt tracking across nine AI platforms, SSO, audit logs, a dedicated account manager and a 24/7 SLA. No figure is published. In between there is no student plan and no lifetime plan. Accredited universities can join Semrush for Education, which is free for 3 months.

Annual or monthly: what you save and what you risk

Annual billing saves up to 17%, and in dollars the gap is real. On SEO the saving is US$260.04 a year, or 15.6%. On Starter it is US$405.96, on Pro+ US$609.96 and on Advanced US$1,119.96, each 17.0%. The catch is in the help center's own wording: an annual subscription means you pay for the entire year upfront ^[2]. That matters more at Semrush than at most vendors, because the refund window is short and monthly plans are not refundable at all.

When annual pays off

Starter annual costs US$1,982.04. The same plan month-to-month passes that sum during the tenth month, our arithmetic. So the question is simple. If you are not sure you will keep Semrush for ten months, monthly is the safer bet, even though it costs more. If you already know it is part of your stack for the year, annual is the obvious choice.

Will prices change?

The Terms allow fee changes from the first day of a renewal, and an uncancelled plan renews at the then-applicable rate. Adobe's customer FAQ says that there will be no changes to existing contracts at this time. Neither is a price lock beyond the current term. Annual billing protects you for one year, not longer.

Users and seats: where team bills grow

Plans cover one login. Extra users start at US$45 a month with the SEO plans and scale with the tier. Toolkits without SEO charge a flat US$20 per user, and Traffic & Market starts at US$289 per user. View-only access to folders is free, which covers clients and managers who only need to look. Each paid user gets a separate login and works within the account's subscription limits, while the owner keeps oversight of activity. An account can also add up to 3 extra users for a 7-day free trial of the account's toolkits, except Traffic & Market. Use that trial to test whether colleagues really need a full seat.

The arithmetic adds up quickly. Starter plus two users at the US$45 starting rate costs at least US$289 a month on the prices shown, our arithmetic. On Pro+ and Advanced the per-user price is higher, by an amount the pricing page does not spell out. Ask for the per-user price on the higher tiers before you budget a team.

The toolkits, priced one by one

Six specialist toolkits and AI Visibility are sold on top of the plans, and this is where most bills grow. One quirk applies to all of them. The pricing pages label these figures billed annually, while the help center calls the same figures monthly prices, and month-to-month toolkit prices were not in the page text we read. Confirm the billing basis at checkout.

Local and Content

Local Base includes the Google Business Profile AI agent, automated posts, review auto-replies and 375 Map Rank Tracker credits. Local Pro adds listing management, review generation and 1,225 credits. Pricing is per location, so five locations on Local Pro come to US$300 a month, and twenty or more go to sales. Content is a single plan at US$60, with 10,000 articles a month on the pricing page and unlimited standard articles in the help center, plus five SEO-boosted articles a month. Ten more boosted articles cost US$30 a month.

Social, Advertising and AI PR

Social Base manages 5 profiles and 50 scheduled posts a month; Pro handles 10 profiles and unlimited posts; Business adds influencer analytics and media monitoring. Advertising Base covers ad research, Google Shopping research and an ads launch assistant for Google and Meta, while Pro adds AdClarity for display, video and social competitors, with 50 reports a month and 3 months of history. AI PR Base allows 250 media contacts and 500 emails a month, Pro 500 and 1,250 with media monitoring, and Business 1,000 and 3,500 with 50,000 monitored mentions. Extra emails cost US$29 per 1,000.

Traffic & Market, reports and the agency listing

Traffic & Market Pro costs US$289 a month billed annually and covers up to 100 competitors, worldwide data and history. Its users and its limits cannot be shared through the team pool. My Reports costs US$10 per Base report or US$20 per Pro report a month. Base reports can be scheduled daily, weekly or monthly and exported to PDF; Pro reports add white-labeling, branding, link sharing, timed delivery and a custom domain. Ten white-label client reports cost US$200 a month. The Agency Partners directory costs US$90 a month. It replaced part of the Agency Growth Kit, which Semrush discontinued along with its client portal and CRM.

API and MCP units

The Standard API is an add-on to the top tier, sold in packages of 2, 5, 10 or 20 million units. Package prices appear only at checkout or from sales, and unused units expire at renewal instead of being added to the renewed amount. Usage varies by request. In the developer documentation's example, a historical keyword request costs five times a current one, 50 units per line against 10. MCP works differently. Starter and Pro+ include 50,000 MCP API units that refresh at renewal, while Advanced needs a separately bought package for MCP use. The top plan gets less here, oddly.

What real budgets look like

A full stack shows how far the bill moves from the headline. Starter, Local Pro for one location, Content and Social Pro come to US$325.17 a month on annual billing, our arithmetic. Add two users and the bill passes US$400. The headline plan is only a part of it.

Three typical buyers make the point in another way. A content marketer on Starter with the Content Toolkit and one extra user pays US$165.17 + US$60 + US$45 = US$270.17 a month on the prices shown, our arithmetic. A single-site owner on SEO annually pays US$117.33. An agency on Pro+ with ten white-label reports pays US$248.17 + US$200 = US$448.17, before extra users. Build your own version of this list before you open checkout.

Trials, refunds and leaving

The trial

Trials last 7 days and need a card. Semrush checks the card with a small charge that it refunds; its billing FAQ calls it a US$1 authorization that is reversed, sometimes after several weeks. Unless canceled, the trial "will automatically convert to a paid subscription" ^[3]. The free trial can be used only once, and later attempts buy a monthly plan. Exports are disabled during trials. A Local trial can only be added while an SEO or Traffic & Market trial is still running, and anyone who has had a Semrush trial or paid plan is not eligible for free SEO or Traffic & Market access.

Refunds and cancelling

Only a first annual purchase, or a first add-on, can be refunded within 7 days ^[4]. Month-to-month subscriptions are not refundable. Neither are renewals and trial conversions. To get a refund while canceling, you must say so explicitly in the form's comments, and approved refunds arrive within 30 calendar days. Cancelling takes a form plus a confirmation link, which you must click within 24 hours or billing will continue. Note the 7-day refund window and the renewal date the day you buy.

Changing plans mid-term

On monthly billing, a toolkit added mid-cycle is prorated to the renewal date. On annual billing you pay a one-time prorated amount for the rest of the year, and the toolkit expires with the plan. Upgrades are prorated too, with the unused value of the current plan credited. Remove unwanted add-ons first, because active ones carry over. Downgrades go through support. Existing Pro, Guru and Business subscribers cancel by selecting SEO Toolkit in the form, and should compare their old plan with the new ones in Subscription Info before switching.

Payment and the cost of leaving

Semrush takes Visa, Mastercard, Discover and American Express, and the pricing page adds UnionPay. Virtual cards are refused. Checks (US) and wire transfers are possible for some annual plans, invoices are not itemized, and Brazilian customers must add a CPF or CNPJ number. Leaving costs nothing in fees, but monitoring data is deleted 30 days after canceling, except the oldest project. Export reports and keyword lists before the subscription ends.

Semrush against Ahrefs, SE Ranking and Moz

At the entry level, Ahrefs Lite is US$129 a month and SE Ranking Core is US$129, or US$103.20 a month annually. Moz Pro Standard is US$99, or US$79 annually. Semrush's SEO plan, at US$139, is the dearest entry point of the four. Limits differ too. Ahrefs Lite tracks 750 keywords and includes API and MCP access with credits, SE Ranking Core tracks 2,000 keywords and 100 prompts, and Semrush SEO tracks 500. On price and tracking volume alone, Semrush's entry plan is the weakest of the group.

One tier up, Ahrefs Standard is US$249 a month and Moz Pro Medium US$179, or US$143 annually, against Semrush Pro+ at US$299, or US$248.17 annually. Ahrefs Advanced sits at US$449. Semrush adds AI prompt tracking at this tier, so check whether you will use it. Our Semrush vs Ahrefs comparison weighs the two head to head.

Which plan to choose

The decision is shorter than the price list. For one site and keyword work, choose SEO. For SEO plus AI tracking, choose Starter. For several clients, choose Pro+. For the API and 40 sites, choose Advanced. Semrush's own FAQ points freelancers to SEO and agencies "with numerous clients" to Starter or Pro+, which matches our reading. Then add the toolkits you will really use, price every extra user, and only then decide between monthly and annual.

The bottom line

Price the plan, the toolkits and the users together, then decide on annual. The plans themselves are clear, but the bill grows with every seat, location and add-on, and the billing rules punish a careless start. Monthly plans have no refund, trials convert on their own, and cancelling needs a confirmation click within 24 hours. Mark the 7-day refund window and the renewal date the day you buy.