Every tool within SEMRush has a clear goal and is well designed. It's an integrated tool that does a lot and is truely helpful, both for SEO and AEO, the main reason we use it. It's also easy to integrate the platform to company's Google tools. I use SEMRush everyday, whether it's to check performances, for keyword research or for ideas for content. I also use the SEO Content Template to start a content brief with the help of their AI suggestions.

I also use a lot SEMRush Site Audit section to check if we have new errors on our websites and it's really reliable. Review collected by and hosted on G2.com.

A lot of new features but most of them are added fees to our current billing. The cost of the platform is increasing year after year. Also, in the past, I had a customer support manager dedicated to our account, but it's not the case anymore. That is something I would like to have. Review collected by and hosted on G2.com.

SEMrush has become an essential part of my daily workflow. I particularly like the technical SEO audit tool — it makes it easy to identify and prioritize site issues at a glance. The Backlink Audit report is also incredibly useful for spotting and disavowing toxic links before they cause ranking problems. On top of that, the suite of additional tools (keyword research, position tracking, competitor analysis) gives you everything you need in one platform. Review collected by and hosted on G2.com.

The main downside is the pricing. As an agency, I'd love to use SEMrush across more client projects, but the cost makes it difficult to scale. More flexible or affordable multi-client plans would make it a much easier sell for smaller agencies managing several accounts. Review collected by and hosted on G2.com.

The position tracking is accurate and gives reliable daily updates across different locations and devices. I also really like the AI citations and mentions feature, which is great for tracking how a brand is being cited across newer AI search engines. Review collected by and hosted on G2.com.

The pricing for add-ons and extras is tough to justify. Charging significantly more to add team members, increase report limits, or use local listing tools makes the platform feel expensive quickly, and the ROI on those extra features isn't always there. Review collected by and hosted on G2.com.

The keyword research and competitor analysis tools are genuinely hard to beat. Being able to see what my clients' competitors are ranking for, identify content gaps, and pull local keyword data all in one place saves so much back-and-forth between tools. The Position Tracking feature is especially useful for local SEO work since I can monitor rankings at the city level and actually show clients meaningful progress over time.

The site audit tool is thorough without being overwhelming, and the reporting is clean enough to hand directly to clients. For the kind of niche, service-based SEO work I do, Semrush gives me the depth I need without requiring a full-time SEO team to interpret the data. Review collected by and hosted on G2.com.

The pricing is the biggest friction point. The base plan feels limiting pretty quickly once you're managing multiple clients, and jumping to the next tier is a significant cost increase. For a small studio or solo practitioner, it can be hard to justify the expense unless you're using it heavily enough to offset it.

The learning curve is also real. There's a lot packed into the platform, and it took time to figure out which reports actually matter for my use cases versus which ones are just noise. Some of the UI feels cluttered, and occasionally I find myself clicking through several menus to get to something I use regularly. Review collected by and hosted on G2.com.

I like all the keyword research features and the ability to see keyword difficulty, intent, and search volume. It's nice to be able to see quick snapshots on the SEO dashboard. We integrate it with GSC and GA4 for extra insights. I've personally used SEMrush for over 10 years across multiple companies and it has always worked really well for me and I get the results I am looking for most of the time. I also like the email alerts for when something technical in SEO is incorrect. Review collected by and hosted on G2.com.

I don't like how expensive it is when you're an agency. Also, every single tool costs more, like adding on modules instead of purchasing a full platform. So when you sign up, there are multiple tools available on the lefthand bar that you don't have access to and have to pay if you want to use them. It's a little misleading. Review collected by and hosted on G2.com.

As for Semrush’s UI and UX, I find it very intuitive; it’s easy to navigate, and it’s straightforward to understand how to use the tools provided.

When it comes to keyword research performance, Semrush is the best in my opinion because it allows us to find keywords without necessarily needing other tools. It can be sufficient on its own and is very comprehensive.

As for pricing, I can’t really give my opinion since my account is paid for by my company, but I know my company would have liked to be able to pay for a single account and have multiple users access it with that one account.

Regarding support, I also find that you’re quite responsive, so that’s great.

As for the AI, I think it’s a shame to have to pay so much more, and I find the price ridiculous. It’s a shame we don’t already have access to the AI tool with our account, because for me, AI is becoming a staple, just like the keyword research tool, the keyword gap, etc. It should be accessible. From the little I can see without paying more, I can already tell the tool seems very promising.

I haven’t used the integrations; I hadn’t realized that was an option on SEMrush. Review collected by and hosted on G2.com.

The fact that we have to pay extra to get full access to the tools—tools that, for me, are a necessity as AI tools—is frustrating. Review collected by and hosted on G2.com.

I like the ability to dive deep into keywords, especially using the keyword magic tool. We use the reporting feature to generate SEO reports for our clients. I love the ability to see the intent, keyword difficulty, and search volume. It's an excellent tool to manage and create traffic-generating content for clients' sites. It gives us insights that allow us to pivot in directions that align with the existing keywords on our site, making it valuable because we are not guessing what content to push next. We have a good idea based on related keywords and how to grow. Review collected by and hosted on G2.com.

The organic traffic doesn't usually match anywhere near what Google Analytics shows. Also, there are a lot of differences between what Semrush reports and things like Ahrefs and Moz, and I don't like that. Review collected by and hosted on G2.com.

SEMrush is the backbone of my SEO and content strategy

SEMrush plays a central role in how I plan, execute, and optimize our SEO and content strategy. What sets it apart is that it goes beyond surfacing data—it delivers clear, actionable insights that directly inform what to do next.

Features & Core Value

The Site Audit tool is something I rely on weekly. It surfaces technical issues like crawl errors, broken links, missing metadata, and structured data gaps in a way that’s easy to prioritize. Instead of manually auditing pages or stitching together multiple tools, I can quickly identify high-impact fixes and share clear, actionable recommendations with our web team. The automated scoring and trend tracking alone save me hours each week.

The Keyword Strategy Tool has transformed how I approach content planning. Building structured keyword clusters—rather than one-off keyword lists—has allowed us to align content more closely with search intent and create more comprehensive topic coverage. This has improved how we map keywords to pages and reduced internal competition.

The Keyword Gap report is one of the most impactful tools for competitive strategy. It clearly shows where competitors are outperforming us and highlights high-value opportunities we’re missing. This has directly shaped our content roadmap and helped prioritize efforts that produce measurable gains.

Unexpected Benefits

One unexpected benefit has been how SEMrush supports ADA compliance efforts. Through the Site Audit tool, I’m able to flag issues like missing alt text, weak link structures, and other usability concerns that overlap with accessibility best practices. While it’s not a dedicated accessibility platform, it has helped us make meaningful progress toward a more compliant and accessible website.

UI / UX

The interface is intuitive and well-structured, especially given how robust the platform is. The dashboards make it easy to move from high-level insights to granular details without losing context. Reports are clean, visual, and easy to export, which simplifies sharing insights with non-technical stakeholders.

Integrations

SEMrush integrates well with tools I use regularly, including Google Analytics and Google Search Console. This allows me to validate SEMrush insights against first-party data and creates a more complete picture of performance without constantly switching platforms.

Performance

The platform is fast and reliable, even when running large site audits or pulling competitive keyword data. Reports generate quickly, and I can move between tools without lag, which is critical when I’m working through multiple analyses in a single session.

Pricing / ROI

While SEMrush is an investment, it consistently delivers strong ROI. It has replaced several point solutions we previously used and has helped drive more efficient content planning, better prioritization, and stronger organic performance. The time savings alone—especially with audits and reporting—make it well worth the cost.

Support / Onboarding

Onboarding was straightforward, and the platform offers a strong library of guides and tutorials. The tool is deep, but the learning curve is manageable thanks to built-in recommendations and clear documentation. When needed, support has been responsive and helpful.

AI / Intelligence

SEMrush does a great job of turning complex data into actionable insights. The platform’s recommendations—whether in site audits, keyword clustering, or competitive analysis—feel intelligent and practical, not just automated. It helps bridge the gap between data and decision-making, which is where many SEO tools fall short. Review collected by and hosted on G2.com.

I wish there were more tutorial videos especially when new features are rolled out such as the relatively new AI audit tool and reports Review collected by and hosted on G2.com.

Semrush is my go-to tool for SEO planning and competitor research. I especially like its keyword database across different European languages, which helps me identify content opportunities and support localization efforts without having to switch between multiple tools. Review collected by and hosted on G2.com.

Semrush is an incredibly powerful platform, but its biggest strength can also be its biggest weakness: it sometimes tries to be everything at once. The platform has evolved far beyond SEO, which is great for some teams, but it can make workflows feel more complex than necessary. While the keyword and competitor research capabilities are excellent, certain features feel underutilized if your primary focus is organic growth. I also find that smaller markets, such as Dutch, can have less reliable keyword coverage compared to larger markets like English, German, or Spanish. Finally, as teams scale, the pricing model can become a consideration, especially when additional seats or advanced (AI) functionality are needed. Review collected by and hosted on G2.com.

What I really like about Semrush is how its clean, intuitive UI/UX packs an enormous amount of power into an easy-to-navigate dashboard with smart visualizations, powerful filters, and logical workflows that make even complex data feel approachable once you’re in. The integrations are seamless, plugging straight into Google Analytics, Search Console, social platforms, Zapier, and 20+ other tools, so everything from SEO and PPC to content and social lives in one unified workspace without constant switching. Performance shines through fast, real-time reports, rock-solid data from its massive 26+ billion keyword database, and generous limits that deliver accurate, actionable insights without slowdowns or frustration. On pricing/ROI, it’s a premium tool yet the depth and results it drives, including higher rankings, better visibility, and measurable revenue gains, make it one of the highest-ROI investments for agencies and serious marketers. Support and onboarding are genuinely excellent, with responsive live help, phone support, a comprehensive academy, webinars, and guided resources that flatten the learning curve quickly. And the AI/Intelligence layer is outstanding in 2026: the Semrush Copilot gives personalized recommendations, the AI Visibility Toolkit tracks your brand across ChatGPT, Google AI Overviews, and other LLMs, while ContentShake AI and smart content tools keep you ahead in the new AI-powered search world. All in all, it’s a true all-in-one powerhouse that feels future-proof and genuinely fun to use. Been very happy especially with daily keyword tracking and larger database for local keywords. Review collected by and hosted on G2.com.

A few things:

1) visually all the charts seem outdated even though they did a refresh. Everything needs to be updated and built out to be more flexible

2) tend to be slow with rolling out new features and updates, which oftentimes are in the form of an app, which makes you have to pay more. I don't think there's enough distinction between the tiered plans, especially if you get the highest paid plan. It's just that you get more projects and more keywords but not really more features, only share of voice. Review collected by and hosted on G2.com.