Semrush costs between $0 and $549 a month for the plans you can buy online. The entry plan, called SEO, is $139 a month: about £105.10 at the Bank of England rate of 8 October 2026, before VAT. Billed annually it drops to $117.33 a month. Above it sit the three Semrush One plans, which add tracking of answers from ChatGPT, Gemini and Perplexity: Starter at $199, Pro+ at $299 and Advanced at $549 (Semrush's official pricing page, checked on 10 October 2026).
The price list doesn't tell you what you'll actually spend. Semrush prices in US dollars, keeps a second price list alive with the old Pro, Guru and Business names, charges for every user after the first and sells local, content and AI visibility as separate toolkits. It also refunds annual subscriptions only, not monthly ones. Below you'll find every price converted to pounds, what the AI module inside Semrush One really costs, the annual cost for five typical set-ups and the rules on VAT, free trials and refunds.
Semrush prices in 2026, plan by plan
These are the plans on Semrush's pricing page. The sterling figures use the Bank of England daily spot rate for 8 October 2026: £1 = $1.3226.
| Plan | Monthly | In pounds | Annual (per month) | Cost of one year | Sites | Tracked keywords | AI prompts per day |
|---|---|---|---|---|---|---|---|
| Free | 0 | 0 | - | 0 | 1 demo project | - | - |
| SEO | $139 | £105.10 | $117.33 | $1,407.96 (£1,065) | 5 | 500 | - |
| Starter | $199 | £150.46 | $165.17 | $1,982.04 (£1,499) | 5 | 500 | 50 |
| Pro+ | $299 | £226.07 | $248.17 | $2,978.04 (£2,252) | 15 | 1,500 | 100 |
| Advanced | $549 | £415.09 | $455.67 | $5,468.04 (£4,134) | 40 | 5,000 | 200 |
| Enterprise | custom | - | - | - | unlimited | custom | custom |
The page promises an annual discount of "up to 17%". We worked it out plan by plan: on the three Semrush One plans the discount is exactly 17.0%, on the SEO plan it's 15.6% ($117.33 against $139). The free plan is still useful for a quick check: one demo project and 10 reports a day, shared across the main tools.
Two price lists with different names: classic SEO and Semrush One
The pricing page shows four plans, but Semrush's knowledge base describes three more. On the SEO Toolkit plans page you'll still find Pro at $139.95, Guru at $249.95 and Business at $499.95, with the limits anyone who has used Semrush for a few years will recognise. Pro matches the plan now called SEO on the pricing page. Guru and Business no longer appear there at all.
| Limit | Pro | Guru | Business |
|---|---|---|---|
| Monthly price | $139.95 | $249.95 | $499.95 |
| Sites monitored | 5 | 15 | 40 |
| Tracked keywords | 500 | 1,500 | 5,000 |
| Pages crawled per month | 100,000 | 300,000 | 1,000,000 |
| Results per report | 10,000 | 30,000 | 50,000 |
| Keyword metric updates per month | 250 | 1,000 | 5,000 |
| Historical data, Topic Research, Looker Studio | no | yes | yes |
| Share of Voice and API | no | no | yes |
Put the two tables side by side and you can see how Semrush One is built. Pro+ has the same 15 sites and 1,500 keywords as Guru, historical data included, plus 100 AI prompts a day. Advanced has Business's limits, API included, plus 200 prompts. Starter is the SEO plan with 50 prompts. In practice Semrush One is the classic price list with AI tracking built in.
What the AI module inside Semrush One costs
None of the pricing guides on the first page of Google UK does this sum. Take the price of each Semrush One plan, subtract the classic plan with the same limits, and what's left is what you pay for tracking AI answers.
| Semrush One plan | Equivalent classic plan | Monthly difference | AI prompts per day | Monthly cost per prompt |
|---|---|---|---|---|
| Starter ($199) | SEO ($139) | $60.00 | 50 | $1.20 |
| Pro+ ($299) | Guru ($249.95) | $49.05 | 100 | $0.49 |
| Advanced ($549) | Business ($499.95) | $49.05 | 200 | $0.25 |
| Standalone AI Visibility Toolkit | none | $99.00 | 25 tracked prompts | $3.96 |
The last row is the one that stands out. The AI Visibility Toolkit bought on its own costs $99 a month for 25 tracked prompts and one domain, has no free trial, and every extra user costs another $99. If you already have the SEO plan and add the toolkit, you spend $238 a month, $39 more than Starter, which includes 50 prompts. If you really need AI tracking, buying it as a toolkit is the most expensive way to get it.
That "if" matters. In July 2026 a B2B company we work with in Italy put off switching on Semrush's AI tracking for six months, after budgeting about €1,200 for it: in its sector, the volume of questions to AI assistants was still too low to see a return. Before paying for the module, find out how often your brand already shows up. Our guide on how to measure AI visibility has a method, and our comparison of AI visibility tools lists their prices.
Why UK searchers find different prices
On 10 October 2026 we read the first page of Google UK for "semrush pricing". Above the results, the AI Overview led with the classic Pro, Guru and Business plans at $139.95, $249.95 and $499.95, and only mentioned the Semrush One plans further down. Of the eight organic results, one was Semrush's own pricing page and one was a Capterra UK listing showing "US$139.95". The most prominent guide, from June 2026, gave only the three classic prices. Another, from September 2025, did the same, and one page dated 2021 still had Pro at $119.95. None of them showed prices in pounds in its search snippet.
There's a demand reason too. According to Google Ads volumes for the UK (average for September 2025 to August 2026, pulled through DataForSEO on 10 October 2026), "semrush" gets 27,100 searches a month, against 18,100 for "ahrefs" and 4,400 for "se ranking". "semrush pricing" gets 880 a month, but "semrush pricing uk" only 30. So most UK searchers end up on pages written for the US, in dollars and without VAT. The one UK guide the AI Overview cites, from Limelight Digital, does add the 20% VAT and shows "approx. UK pricing" in pounds, but it doesn't say which exchange rate it used: working back from its figures, it's about $1.16 to the pound, well below the Bank of England rate we use here.
Extra users, toolkits and add-ons: what the price list doesn't add up
Every plan includes one user. The English knowledge base article on subscriptions only says extra users start at $45 a month and scale with the tier. The per-tier table is in the Italian edition of the same article: $45 a month on SEO and Starter, $80 on Guru and Pro+, and $100 on Business and Advanced. On toolkits other than SEO an extra user costs $20, whatever the tier. Then there are the products sold separately:
- AI Visibility Toolkit: $99 a month; $99 for each extra user or domain, $60 for 50 extra prompts (Semrush knowledge base).
- Content Toolkit: $60 a month, with a 7-day trial and 5 "SEO boosted" articles a month included (Semrush knowledge base).
- Local: Base $30 and Pro $60 a month per location, billed annually; Business is priced on request (Local pricing).
- Traffic & Market, the competitor traffic estimates: from $289 a month.
- Add-ons: lead generation $90 a month, custom reports $10 or $20 a month.
For a small business with three shops, Local Pro alone comes to $2,160 a year (about £1,633), more than an annual SEO plan. If the problem is visibility on the map, compare it with what it costs to have the work done: our analysis of what local SEO costs covers the figures.
What Semrush costs over a year: five set-ups compared
This table adds up plan, users and toolkits for five situations we often see in businesses and agencies. Figures are annual, before VAT, converted at the Bank of England rate for 8 October 2026.
| Set-up | Configuration | Annual cost in dollars | Annual cost in pounds |
|---|---|---|---|
| Small business that only checks its own site | Free plan + Google Search Console | 0 | 0 |
| Solo consultant, ongoing use | SEO, billed annually | $1,407.96 | £1,065 |
| Consultant with one assistant | SEO monthly + 1 user ($184 a month) | $2,208 | £1,669 |
| Three-person agency, no AI | Guru monthly + 2 users ($409.95 a month) | $4,919.40 | £3,719 |
| Three-person agency, with AI | Pro+ annual + 2 users at full price | $4,898.04 | £3,703 |
The comparison between the last two rows is the most useful. Billed annually, Pro+ with AI tracking costs $21 less than Guru monthly without it, for the same sites and keywords. If you're paying for Guru month by month today, you're paying more to get less.
To put the numbers against other tools: an annual Ahrefs Lite costs $1,290, about £975 at the same rate, and SE Ranking's Core plan is $103.20 a month billed annually, $1,238.40 a year (about £936), with 10 projects and 2,000 tracked keywords (checked on 10 October 2026). The comparison with Moz for the same keywords and users is in Semrush vs Moz, with Ubersuggest in Ubersuggest vs Semrush, with Ahrefs in Semrush vs Ahrefs. If you only work on Google UK, the full comparison is in our piece on Semrush alternatives.
What a tracked keyword costs on each plan
If you mainly use Semrush for Position Tracking, the entry price is misleading. Divide the monthly price by the keywords included and the order flips.
| Plan | Monthly price | Tracked keywords | Cost per keyword per month | Cost per site per month |
|---|---|---|---|---|
| SEO | $139 | 500 | $0.28 | $27.80 |
| Starter | $199 | 500 | $0.40 | $39.80 |
| Guru | $249.95 | 1,500 | $0.17 | $16.66 |
| Pro+ | $299 | 1,500 | $0.20 | $19.93 |
| Business | $499.95 | 5,000 | $0.10 | $12.50 |
| Advanced | $549 | 5,000 | $0.11 | $13.72 |
On Business a keyword costs a little over a third of what it does on the SEO plan. That only helps if you actually use the 5,000 keywords: to work out how many you really need, see our guide to keyword rankings, which also explains why an average position on its own tells you little.
VAT, dollars and invoices: what to know if you pay from the UK
Semrush collects VAT from customers resident in the UK. Its support page on VAT separates two cases. If you buy as a business (B2B) and enter a valid VAT number, no VAT is applied. If you buy as an individual (B2C), Semrush applies your country's rate, which in the UK is 20% (GOV.UK). For an individual, or a sole trader who isn't VAT-registered, the monthly SEO plan becomes $166.80, about £126.
You add the VAT number in your profile, under Subscription Info, Billing info, in the Business number field, starting with the GB prefix. If VAT has already been charged, Semrush tells you to contact customer support about the tax paid. When VAT isn't charged, you account for it yourself under the reverse charge described in HMRC's VAT Notice 741A: it's a point to go through with your accountant. Then there's the exchange rate: the price list is in dollars only. If your card charges a 2% foreign transaction fee, on an annual Pro+ at $2,978 that's about $60 (£45) on top.
A note on ownership. Adobe completed its acquisition of Semrush on 28 April 2026, and its closing announcement promises "continued investment" for customers of all sizes, without mentioning prices. On 10 October 2026 the self-service price list was the one in the tables above.
Free trial and refunds: the only refundable plan is the annual one
Most toolkits have a 7-day free trial, and each toolkit's trial can be used once per account (Semrush knowledge base); the AI Visibility Toolkit doesn't have one. At the end of the trial the first payment is taken automatically unless you've cancelled first. That's in Semrush's refund policy, last updated on 20 August 2025, which also sets the other rules:
- the money-back guarantee lasts 7 calendar days from the initial order and is one-off;
- it covers first purchases with a commitment of twelve months or more, and first add-ons;
- month-to-month subscriptions are excluded, and so are renewals: outside the first order's window there's no refund of prepaid amounts;
- it only applies to online purchases on semrush.com paid by credit card, and the refund arrives within 30 days of the request.
Some UK guides, such as Limelight Digital's, talk about a "7-day money-back guarantee" without saying monthly plans are excluded. It's the detail that costs the most: if you start the trial thinking you can claim back the first month, you can't. If you're trying Semrush, put the sixth day in your calendar.
When Semrush isn't worth it
Semrush is the most searched of the tools compared above, but there are three situations where a subscription is almost always money you don't need to spend:
- You have one site and only care about that one. The free plan's 10 reports a day plus the real clicks in Google Search Console cover most of the job.
- You only work on Google UK and don't need to analyse competitors abroad. A lighter suite or a dedicated rank tracker costs less: SE Ranking's Core plan, for example, tracks 2,000 keywords for $129 a month, against 500 on Semrush's SEO plan.
- You need a technical check once a year. An SEO audit can be done with a crawler and one month's subscription, without signing up for twelve.
For a wider view of costs there are our roundups of the best SEO tools and SEO software, and the guide to keyword research tools. If you'd rather not buy tools at all, you can hand the work to people who already use them: in our SEO service and our SEO for AI service, access to the suites' data is included. The piece on what SEO costs puts the cost of tools next to the cost of the work, and the guide to DIY SEO helps you work out which data you need before paying for it.
The "flexible" plan is the one you can't get refunded
There's a reversal no price list points out. Monthly billing is presented as the cautious choice, the one you can cancel whenever you like. But it's also the only option with no refund: if you didn't need the first month, you've paid for it. Annual billing is 17% cheaper on the Semrush One plans and comes with seven days to change your mind. If you come out of the trial already convinced, you're taking less risk with annual than with monthly. Before you count on it, ask support whether the guarantee applies when an annual plan starts at the end of a trial: the policy explains how to cancel an unpaid trial, but says nothing about the first charge that follows it.
Frequently asked questions
Yes, but with tight limits. The free plan includes one demo project and 10 reports a day shared across the main tools. To work on a site or on competitors week in, week out you need a paid plan, from the SEO plan at $139 a month upwards.
Semrush prices only in US dollars. At the Bank of England rate for 8 October 2026 ($1.3226 to the pound), the SEO plan is about £105 a month, Starter £150, Pro+ £226 and Advanced £415, before VAT. Billed annually, the SEO plan costs about £1,065 a year.
Yes. Most toolkits have a 7-day trial, which can be used once per account; the AI Visibility Toolkit doesn't have one. At the end of the trial the first payment is taken automatically unless you've cancelled.
It depends who's buying. Individuals resident in the UK pay VAT at 20%. Businesses that enter a valid VAT number aren't charged it, and account for the VAT themselves under the reverse charge.
Only in part. The 7-day guarantee covers first purchases with a commitment of twelve months or more and first add-ons, paid by card on semrush.com. Monthly subscriptions and renewals are excluded.
Pro+ has the same limits as Guru, that is 15 sites, 1,500 tracked keywords and historical data, plus 100 AI prompts tracked a day. It costs $299 a month against $249.95: the difference, $49.05, is the price of AI tracking.
