Overview
Semrush is an online visibility and SEO platform covering keyword research, site audits and competitor analysis. Its AI Visibility Toolkit, bundled with SEO tools in Semrush One, tracks how brands appear in AI answers from ChatGPT, Google AI Mode, AI Overviews, Gemini and Perplexity, with prompt research, share of voice and AI crawler checks.
Label: Vendor-described — Captured from the vendor's own materials. Not independently verified.
Best for
- Freelancers, small businesses and agencies doing SEO and competitor research
- Marketing teams tracking rankings and AI search visibility
Key features
- Keyword research and competitor analysis
- Position tracking for hundreds to thousands of keywords daily
- Site audit, including an AI-ready audit
- AI visibility, sentiment and prompt tracking
- Content optimization and keyword cannibalization analysis (Pro+)
- API and MCP access on higher plans
What it does
- AI Visibility Score and competitor benchmarking in AI search
- Prompt research and daily prompt tracking
- Brand performance, share of voice and sentiment in LLM answers
- Site audit flagging AI crawler blocking issues
- SEO and AI visibility bundled in Semrush One
Use cases
- Track how your brand shows up in AI search answers — AI Visibility Score, prompt tracking, share of voice in LLM answers and AI-crawler site audits.
Drawbacks & cautions
- Free account has limited features; full access requires a paid plan
- AI Visibility Toolkit has no free trial and charges extra per added user and domain
- Prompt tracking limited to 25 prompts on the base AI toolkit
What users say
Capterra and G2 reviewers value Semrush's depth of SEO and competitor data but frequently call it expensive and complex. Trustpilot reviews are largely negative and center on trial charges, cancellation and refunds.
What people like
- Broad all-in-one toolkit for SEO, keyword research and competitor analysis capterra.com, g2.com
- Keyword database and discovery tools are strong and data is generally detailed and accurate capterra.com
- Site audit, rank tracking and reporting are useful for ongoing SEO work capterra.com
Common complaints
- Expensive for small businesses and freelancers, with add-ons and usage limits on lower plans capterra.com, g2.com
- Charges after free trials or for add-ons, and refund requests refused under strict policies uk.trustpilot.com, capterra.com
- Steep learning curve, and the interface can feel cluttered for beginners capterra.com
Scores are shown as each site published them on the date checked. They come from those sites' reviewers, not from us, and they never affect our rankings. Ratings based on fewer than 10 reviews are left out. The summaries are our own words, gathered Oct 22, 2026; follow the links to read the reviews.
Alternatives
- Surfer — Optimize content for Google and AI search with a content editor, audits and AI visibility tracking
- Writesonic — Track and improve brand visibility in ChatGPT, Gemini and AI search, plus SEO audits and AI articles
Evidence
| Fact | Label | Source | Observed |
|---|---|---|---|
| api | Vendor-described | developer.semrush.com | Oct 17, 2026 |
| capabilities | Vendor-described | www.semrush.com | Oct 17, 2026 |
| overview | Vendor-described | www.semrush.com | Oct 17, 2026 |
| pricing | Vendor-described | www.semrush.com | Oct 17, 2026 |
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