Semrush Review

How We Did Our Research

To make this review as balanced and useful as possible, I didn’t just rely on a free trial or marketing claims.

I spent several months actively using Semrush across different projects, testing out its main tools and noting what worked well and what didn’t.

I wanted to understand how it performed in real-world scenarios, not just on paper.

Alongside my own experience, I looked at feedback from a wide range of users. This included verified reviews on G2, threads in the Reddit SEO community, and expert takes from leading authorities in the SEO niche.

I also studied Semrush’s own product updates, documentation, and tutorial content to stay current with their latest features.

I focused on what actually matters day to day.

• How easy is it to find good keywords?
• How reliable is the backlink data?
• Does the site audit catch real issues or just throw out warnings?
• And just as important, is it worth the price?

‍My goal was to combine firsthand use with broader community insights to give you the clearest possible picture of what Semrush offers in 2025.

Key Features of Semrush That I Found Most Useful

Semrush is packed with features and it can be a bit overwhelming trying to navigate them all. However, a few stood out to me that are worth discussing in detail.

1. Keyword Research Tools

Semrush’s keyword research tools quickly became one of my go-to features. If you’re serious about growing search traffic, this is where the platform really shines. There are two main tools: Keyword Overview and Keyword Magic. At first, they might seem redundant, but once you understand the difference, they complement each other well.

Keyword Overview gives you a quick snapshot of any term. You plug in a keyword, and it returns the basics: search volume, keyword difficulty, CPC estimates, SERP features, and a list of current top-ranking pages. It’s useful for sanity-checking a term before investing time in content.

From there, the Keyword Magic Tool is where you dig deep. This tool lets you explore thousands of related keyword ideas, organized into clusters and categories. You can filter by match type, intent (like Informational or Commercial), and even surface question-based keywords like "how to" or "why does." These filters are especially helpful if you’re looking for content ideas that align with real search behavior.

I also liked the keyword intent labels. Seeing right away whether a keyword signals a buyer, a researcher, or someone looking for a specific site helped me avoid wasting time on keywords that didn't match my goals. And when I wanted to find easier wins, I’d sort by lower keyword difficulty but decent search volume. Semrush made it easy to export lists, save promising terms, and push them into content planning tools.

By 2025, they’ve also added AI-driven keyword suggestions that help uncover related topics you might not think to search. These showed up with a purple AI icon and were surprisingly on point. It’s not a game-changer, but a nice extra when you’re brainstorming.

Bottom line: the keyword research tools are detailed, fast, and packed with helpful filters. I’ve used a bunch of alternatives, but Semrush still gives me the most confidence when I’m building out keyword lists or content plans.

2. Competitor Analysis

One of the biggest reasons I started using Semrush was to get a better handle on what my competitors were doing. The platform's competitor analysis tools go beyond surface-level stats and let you see which keywords they’re ranking for, where their traffic is coming from, and who’s linking to them. It’s the kind of insight that helps you build a strategy instead of guessing.

The Domain Overview is a solid starting point. You plug in a competitor’s website and get a snapshot of their SEO and advertising performance. This includes organic traffic estimates, paid search activity, backlink profile, and top-performing content. It helped me quickly understand what content was working in my niche and where competitors were focusing their efforts.

When I needed a deeper look, I relied on Traffic Analytics. These reports include:

• Estimated monthly visits and engagement stats like bounce rate and session duration
• Traffic sources (direct, referral, search, social, etc.)
• Geo-distribution and device data (desktop vs mobile)

While these numbers are based on estimates, they’ve been accurate enough to uncover clear trends and competitive advantages.

One of the most practical features is the Keyword Gap tool. It lets you compare your domain with up to four others and highlights:

• Keywords your competitors rank for that you don’t
• Shared keywords where they rank higher
• Untapped opportunities with high search volume

aThis tool alone helped me prioritize content ideas I would’ve otherwise missed. Similarly, the Backlink Gap tool compares link profiles, showing domains that link to competitors but not you. These are ideal prospects for outreach.

Another useful visualization is the Competitive Positioning Map. It plots you and your competitors based on total traffic and keyword volume. This quick visual shows who’s dominating and who’s flying under the radar.

These tools became a staple in my SEO workflow. They didn’t just give me a list of what competitors were doing — they gave me a blueprint to outperform them. Whether you're running a blog, managing client accounts, or trying to grow an e-commerce store, Semrush’s competitor analysis tools provide the clarity you need to move forward with confidence.

3. Backlink Analytics and Link Building

Backlinks are still one of the strongest signals in SEO, and Semrush gives you a full suite of tools to help you understand and improve your link profile. I’ve used it to audit my own sites, study competitors’ link strategies, and find new outreach opportunities — all without needing five separate tools.

It starts with the Backlink Analytics tool. You enter any domain and get a detailed view of:

• Total backlinks and referring domains
• New and lost links over time
• Anchor text distribution
• Authority Score for each linking domain

One thing I appreciated was how easy it was to spot potentially spammy links. Semrush breaks down referring domains by quality, and if something looks suspicious, you can send it to the Backlink Audit tool. This feature checks for toxic links using a scoring system. You can then export a disavow file to submit to Google if needed. The toxic score system was upgraded recently, and it seems to do a better job now filtering out low-quality links without flagging legitimate ones.

When I want to grow my backlink profile, I use Backlink Gap to see which domains are linking to my competitors but not to me. If three or four competitors all have a backlink from the same domain, there’s a good chance that site is worth reaching out to.

The real game-changer for outreach is the Link Building Tool. You can build a list of link prospects and track your outreach process directly in Semrush. It even pulls in contact details when available, and you can connect your email account to send and track messages. It’s not a full CRM, but it’s enough to keep outreach organized and moving.

Semrush also added a Broken Link report recently. This helps you reclaim lost link equity by identifying links pointing to pages that no longer exist. Fixing or redirecting those pages is a quick win that can boost authority with minimal effort.

Overall, the backlink tools in Semrush are robust and reliable. I’ve tested other tools that specialize in backlinks, and while some go deeper in specific areas, Semrush gives me everything I need in one place. Whether you're cleaning up spammy links or building new ones, it keeps the entire process structured and trackable.

4. Site Audit (Technical SEO)

When I first ran a Semrush site audit, I was honestly surprised at how much it found. Broken links, duplicate title tags, crawl errors, missing alt attributes — it was all laid out in a way that was easy to scan, even if you’re not a developer.

Setting it up is simple. You create a project for your site, configure the crawl settings, and let Semrush scan your pages. Within minutes, it generates a full report with a Site Health Score and a categorized list of issues. The problems are sorted by severity, so you know what needs immediate attention and what can wait.

Some of the most useful insights include:

• Errors: These are high-priority issues like broken internal links or pages blocked from crawling.
• Warnings: Things like missing meta descriptions or duplicate H1 tags.
• Notices: Less critical suggestions, such as slightly long title tags.

Each issue links to the affected pages and includes a short explanation of how to fix it. This made it easy to send tasks to my developer or fix things myself in WordPress. Semrush also lets you schedule audits weekly, so you can track improvements over time or catch new issues as they pop up.

What really stood out to me was the Compare Crawls feature. It shows how your site health has changed over time, which is especially helpful after a redesign or large content update. There’s also integration with Trello if you need to send issues to a team workflow.

Semrush added a few newer features recently that I found helpful, like:

• Core Web Vitals integration, pulling in page speed and performance data
• Accessibility checks, highlighting things like low-contrast text or missing ARIA labels
• International SEO checks, which are great if you use hreflang for multilingual sites

While it’s not as configurable as some dedicated crawlers, for most use cases, the Site Audit tool covers everything I need. It helps me keep my site in good shape, catch technical errors before they hurt rankings, and confidently track my progress over time.

5. Rank Tracking (Position Tracking)

If you’re investing time into SEO, tracking your rankings is essential. Semrush’s Position Tracking tool is one of the more polished ones I’ve used. It does more than just show you what spot your keyword is in — it gives you the full picture of how your visibility is trending, who’s outranking you, and which pages are making gains.

Setting it up is straightforward. You add a project, plug in your target keywords, and select the location and device (desktop or mobile). You can also add competitor domains to see how you’re stacking up. Once that’s done, Semrush starts updating your rankings daily.

Some of the metrics I relied on include:

• Visibility Percentage: A composite score showing how visible your site is across all tracked keywords
• Average Position: A simple average of all keyword rankings
• SERP Features: Flags if a keyword triggers features like featured snippets, image packs, or "People Also Ask"

One thing I really liked was how it flagged movement. It highlights winners and losers — for example, “+6 positions: You moved from 14 to 8 for 'technical SEO checklist’.” That made it easy to spot what content was gaining traction and what needed work.

The tool also tracks local map pack rankings, which is a huge plus if you’re doing local SEO. In 2024, Semrush added a “Map Competitors” report that shows who else is appearing in those Google Maps results. For clients or businesses with physical locations, this feature alone is worth the time.

Another nice touch is how you can generate custom reports or even share live dashboards. As of late 2024, you can send clients a link to a read-only dashboard instead of a PDF — way more modern and interactive.

While there’s a keyword limit based on your plan, the insights you get per keyword are deep. Semrush even notes if you’re missing SERP features or if a competitor grabbed a featured snippet, giving you a chance to re-optimize your content and potentially claim it.

For anyone managing a campaign, Position Tracking is where you check your progress and validate your strategy. I checked it several times a week to stay on top of rankings and spot new opportunities as they emerged.

6. Content Marketing Toolkit

Semrush isn’t just for technical SEO and data. Their Content Marketing Toolkit became one of my favorite parts of the platform. It’s designed to help you come up with content ideas, optimize articles before publishing, and make sure what you’re writing has a real shot at ranking.

It starts with Topic Research, which is great when you’re staring at a blank screen. You enter a broad subject and Semrush returns cards filled with subtopics, related headlines, and frequently asked questions pulled from forums, search data, and news. It’s a fast way to generate article angles that are based on real-world interest, not just guesswork.

Once I had a topic, I used the SEO Content Template to get writing guidelines. It scans the top-ranking pages for your target keyword and shows you:

• Recommended semantically related keywords to include
• Ideal word count and readability score
• Suggested backlink prospects
• Average Domain Authority of the top pages

This gave me a benchmark for what kind of content would realistically compete. It’s not foolproof, but it saved me from underestimating what it takes to rank.

The real-time optimization comes from the SEO Writing Assistant, which works in the browser or as a Google Docs plugin. As I write, it scores the content on SEO factors, readability, tone of voice, and originality. It even points out if I missed any key terms from the template. I didn’t follow every suggestion blindly, but having that instant feedback helped me stay focused and avoid keyword stuffing.

In late 2023, Semrush added ContentShake AI, which can draft blog posts or outlines based on your chosen keywords. It’s not a full writing replacement, but I used it a few times to get rough drafts moving faster. I still prefer editing manually, but it’s useful when you’re short on time or ideas.

These tools aren’t just for bloggers. I used them on landing pages, service pages, and even client proposals. Whether you’re writing from scratch or optimizing existing content, the toolkit saves time and keeps your content aligned with what search engines are actually rewarding.

7. Additional Tools

While SEO is Semrush’s main focus, it also includes a surprising number of extras that come in handy once your marketing grows beyond just search. I didn’t use every tool here daily, but it’s nice knowing they’re available when you need them.

For PPC, the Advertising Research feature lets you see what keywords your competitors are bidding on in Google Ads, along with sample ad copy. There’s even a tool for Product Listing Ads (PLAs) if you run an e-commerce store. These features help with campaign planning and keeping tabs on paid search trends in your niche.

The Social Media Toolkit includes scheduling and analytics for platforms like Facebook, Instagram, and X (formerly Twitter). You can plan and publish posts directly from Semrush, which is helpful if you want everything in one place. They even added an AI Social Assistant that suggests captions, though it requires an extra subscription fee. I used the free version briefly and found it useful for basic posting and engagement tracking.

Semrush also offers Local SEO tools powered by Yext. These help you manage your business listings across directories and monitor online reviews. It’s especially useful if you’re handling local SEO for clients, though it’s priced separately from the core plans.

Beyond that, the App Center acts like a mini app store within Semrush. You can add specialized tools for things like video SEO, Amazon analytics, quiz builders, and more. Some are free, others are paid add-ons. It’s a flexible way to extend the platform’s capabilities, but the extra costs can sneak up if you’re not careful.

These features won’t be relevant to everyone, but if you’re managing multi-channel campaigns or running a small agency, having PPC, social, and local SEO tools under one roof can simplify your workflow.

Ease of Use and User Experience

Semrush packs a ton of features into one platform, but the real question is how it feels to actually use it day to day.

From my experience, the user interface is clean and well-organized. Most tools are grouped in the sidebar under SEO, Advertising, Social Media, and so on.

It’s fairly intuitive once you get the hang of where things live.

When I first signed up, I appreciated the built-in walkthroughs and the setup wizard that helped me launch my first project.

There are tooltips everywhere, and the Help Center is solid. Still, there’s a learning curve. With over 50 tools and tons of metrics, it’s easy to feel overwhelmed at first.

For beginners, this can be both exciting and frustrating. Semrush tries to be beginner-friendly, but it’s still a power tool. I made the mistake early on of trying to use everything at once.

If you’re new to SEO or just getting started with Semrush, expect to encounter some common speed bumps:

• Confusing similar-sounding tools, like Keyword Overview vs Keyword Magic
• Trying to act on every recommendation without understanding the context
• Hitting usage limits without realizing they exist until it's too late
• Spending more time exploring than actually executing

My advice now would be to start with keyword research and site audit, then slowly explore the other features as you get comfortable.

Advanced users will find a lot to love. You can pin favorite tools to a custom dashboard, export almost any report, and even use regex filters or the API if you’re on a higher plan. Once I got familiar with it, I built a workflow that let me jump between keyword research, content planning, and position tracking without leaving the platform.

There are a few rough edges. Some reports take a while to load if you’re pulling large data sets. And the platform sends a lot of email alerts by default, which can clutter your inbox unless you turn them off in the settings. Also worth noting: cancelling a subscription used to be confusing. While they’ve improved that recently, it’s still something to double-check during a trial.

Collaboration tools have also improved. You can create white-label PDF reports, share live dashboards with clients, and assign different user roles depending on your plan. For teams and agencies, this is a big plus.

Overall, I’d say Semrush does a good job balancing depth with usability. You’ll need to invest some time to really unlock its potential, but once you do, it becomes a powerful part of your daily workflow.

Pricing and Value

There’s no way around it. Semrush is a premium tool, and the pricing reflects that.

As of 2025, it offers three main plans:

• Pro Plan ($139.95/month): Geared toward freelancers and solo users. It includes core SEO tools but with lower usage limits.
• Guru Plan ($249.95/month): Adds content marketing features, historical data, and higher limits. A better fit for small agencies or growing businesses.
• Business Plan ($499.95/month): Meant for larger agencies or enterprise teams. Includes API access, more tracking capacity, and collaboration features for up to five users.

Annual billing lowers the cost by about 17 percent. There’s also a free plan with very limited access. It’s fine for exploring the interface, but you won’t get far using it for real work.

I started with the Pro plan and found it worked well for early-stage projects. But once I had a few clients and needed better reporting and content tools, I moved up to the Guru tier. The jump in cost stings at first, but the extra features ended up saving time and helped me land better results.

If you use Semrush regularly, the price makes more sense. I replaced three or four tools I used to pay for separately. The convenience of managing keyword research, rank tracking, site audits, and content planning in one place made it easier to stay focused and get things done.

That said, the value depends on how often you use it. If you only log in once or twice a month, it may not be worth the subscription. Some users get around this by subscribing for a month or two, doing a ton of audits and research, then pausing the plan. That works well if you plan ahead.

One thing to keep in mind is the hidden costs. Features like local listing management, social media tools, or extra user seats can cost more each month. The App Center has third-party tools too, and some of them have their own pricing. If you’re not careful, your bill can creep up quickly.

Compared to competitors like Ahrefs, Moz, or Serpstat, Semrush is on the higher end. But it also gives you more tools under one roof. If your workflow includes SEO, PPC, content strategy, and competitor analysis, then that broader toolkit can make the price worth it.

In short, Semrush is best for marketers and teams who will put it to work on a regular basis. If that’s you, the return on investment can be more than worth it.

Pros, Cons, and Common Pitfalls of Semrush

After using Semrush extensively and reviewing a wide range of feedback, it’s clear that the platform brings a lot to the table — but also has a few pain points and learning curves worth knowing upfront.

Pros

The biggest strength of Semrush is how much it can do in one place. From keyword research and technical audits to rank tracking and content optimization, it gives you a full picture of your SEO performance. This level of integration saved me a lot of time switching between tools and helped keep my strategy consistent across different campaigns.

The database is massive. With over 26 billion keywords and more than 43 trillion backlinks, you can dig deep into niche markets and uncover opportunities that smaller tools might miss. I also found the competitor analysis features to be standout — especially the Keyword Gap and Backlink Gap tools, which helped me identify areas where I could outperform others in my niche.

Semrush continues to improve. Over the past year, they’ve added new SERP tracking, AI content tools, and better reporting features. It’s reassuring to see a product that doesn’t sit still.

Cons

The price is the most obvious downside. Even the entry-level Pro plan is expensive, and if you want access to more advanced tools like historical data or content templates, you’ll need to upgrade to the Guru plan or higher. Some useful features, like local listing management or social posting, require additional payments on top of your base plan.

There’s also a learning curve. While the interface is clean, it’s still easy to get lost if you’re new to SEO or digital marketing tools. The number of features can be overwhelming, and not all tools are labeled in a way that clearly explains what they do.

Another limitation is the accuracy of some data. Traffic numbers and keyword volume are estimates, which means they’re useful for identifying trends and comparisons, but not perfect. You’ll still need to double-check important metrics with your own analytics.

Common Pitfalls

One common mistake is trying to use everything at once. With over 50 tools available, it’s tempting to click through every report, but that can lead to confusion and wasted time. I learned early on to focus on a few core tools — keyword research, position tracking, and site audits — before branching out.

Another pitfall is treating the tool’s recommendations as absolute. For example, a content score might be low, but if your article is engaging and tailored for your audience, that might be more important than hitting every keyword. Likewise, not every "toxic" backlink needs to be disavowed.

Finally, it’s easy to forget about usage limits. Each plan has caps on keyword tracking, crawled pages, and exportable reports. If you’re managing multiple sites or clients, it’s important to stay within those limits or be prepared to upgrade.

Semrush delivers a lot of value, but it works best when you use it with intention. The tool can help you uncover insights, find gaps, and keep your SEO strategy on track — as long as you stay focused on your goals and don’t get lost in the data.

How Semrush Compares to Alternatives

Semrush isn’t the only game in town when it comes to SEO tools. There are a handful of strong competitors, each with its own strengths, pricing structure, and use cases. If you’re weighing your options, here’s how Semrush stacks up against the three most commonly compared platforms: Ahrefs, Moz Pro, and Serpstat.

Semrush vs Ahrefs

Ahrefs and Semrush are the two heavyweights in the SEO space. Both offer keyword research, backlink analysis, site audits, and rank tracking, but they take different approaches.

Semrush tends to be the broader toolset. In addition to SEO, it includes features for PPC analysis, social media scheduling, and content optimization. It’s built for marketers who want to manage multiple parts of their digital strategy in one place.

Ahrefs focuses more deeply on SEO, especially backlinks. It has one of the fastest crawlers in the industry and a strong reputation for data freshness. Many SEOs prefer Ahrefs for backlink tracking and content discovery through their Content Explorer tool. Its interface is also a bit simpler, which can make it easier for new users to get started.

If you want a streamlined, SEO-only experience, Ahrefs may feel more focused. If you need an all-in-one suite for content, paid search, and SEO, Semrush likely gives you more value.

Semrush vs Moz Pro

Moz was one of the original SEO tools and is still widely used, especially by beginners. Its keyword research and rank tracking are solid, and it includes the well-known Domain Authority metric.

However, Moz’s database is smaller than Semrush’s, and its features are more limited overall. It doesn’t offer much in terms of content optimization or PPC analysis, and its backlink index often lags behind competitors.

Moz is easier to use and a bit more affordable, which makes it appealing to beginners or solo site owners. But for those looking for more depth and long-term scalability, Semrush offers a broader and more powerful toolset.

Semrush vs Serpstat

Serpstat is often recommended as a budget-friendly alternative. It covers many of the same basics as Semrush, including keyword tracking, site audits, and backlink analysis. Some users like that certain plans offer higher usage limits or lifetime pricing deals.

That said, Serpstat’s data is smaller and less refined. Reports are sometimes slower to load, and features like backlink tracking don’t go as deep. If you’re running small sites or need to keep costs low, Serpstat can be a decent starting point.

But once you start managing larger projects or client campaigns, the gaps between Serpstat and Semrush become more noticeable.

Key Takeaways

If you’re comparing platforms, here’s a high-level view:

• Ahrefs: Best for users focused purely on SEO, especially backlinks and content analysis. Slightly cleaner interface with fast data updates.
• Moz Pro: Good for beginners or those who prefer a simpler, lower-cost tool. Limited when it comes to advanced features.
• Serpstat: A decent budget option with broad coverage, but lighter on data and depth. Best for early-stage users with simple needs.
• Semrush: Most comprehensive across SEO, content, PPC, and social. Requires more learning but rewards regular use with deeper insights.

Semrush stands out for its range, but your decision comes down to what you actually need. If you just want to track rankings and do light keyword research, one of the simpler tools might be enough. If you need to manage multiple websites, plan content, run audits, and stay ahead of competitors, Semrush is tough to beat.

Final Verdict: Is Semrush Worth the Cost?

After months of using Semrush across real projects, digging into community feedback, and comparing it to other top SEO tools, I can confidently say this: Semrush is one of the most complete and capable platforms out there for digital marketers who are serious about growth.

It does a lot, and it does most of it well. From uncovering keyword opportunities to tracking rankings, auditing technical issues, and optimizing content, Semrush gives you the tools to build a real strategy instead of just guessing. It helps you focus on what matters, whether that’s finding the right keywords, fixing site errors, or identifying what your competitors are doing better than you.

That said, Semrush is not magic. It won’t automatically improve your rankings or write perfect content for you. It’s a tool that surfaces opportunities, highlights gaps, and helps you make smarter decisions. You still have to do the work. But if you’re willing to invest time learning the platform and using it regularly, the payoff can be huge.

It’s also not the cheapest option. For beginners or casual users, the pricing can feel steep. But for freelancers, agencies, in-house marketers, and content teams, the value is clear. The time it saves and the insight it provides can easily justify the monthly cost if you’re actively using it to guide your campaigns.

At the end of the day, Semrush is a professional-grade platform. If your goal is to grow traffic, stay ahead of competitors, and run a data-driven SEO or content strategy, this is a tool worth having in your corner.

Who Should Use This Tool?

Semrush is packed with features, but it’s not the right fit for everyone. Based on my experience and what I’ve seen across the SEO community, the tool makes the most sense for people who plan to use it regularly and have a clear reason to dig into data.

If you’re just getting started with SEO, Semrush can be both exciting and overwhelming. The platform does a good job offering guidance, and the Academy has solid beginner courses, but there’s still a learning curve. If you’re a hobbyist or running a small blog with no real budget, the cost might feel like too much. That said, some beginners get value by signing up for a single month, doing a deep dive into keyword research and site audits, then pausing the subscription while they apply what they’ve learned.

For freelancers or small business owners who are actively working on SEO or content marketing, Semrush is a strong investment. It can help you run audits, find keyword opportunities, and build reports that show measurable progress. I used it to land and retain clients by backing up my recommendations with clear data. The visibility it provides over time made it easier to show what was working and what still needed attention.

Agencies and consultants will get the most out of Semrush. The ability to manage multiple projects, pull white-label reports, and track rankings across dozens of sites makes it a valuable part of any client workflow. Once you’re managing more than a few clients, having everything under one roof saves time and delivers a more professional experience. Just be mindful of the project and keyword tracking limits depending on your plan.

For in-house marketers or SEO pros at mid-size or larger companies, Semrush is a reliable platform to build around. Whether you’re tracking your site’s performance, monitoring competitors, or planning content, it gives you the tools to manage campaigns with more clarity and consistency. If your team is collaborating across SEO, content, and paid search, Semrush’s breadth can help connect those dots.

On the flip side, if your focus is only on one narrow area — like technical SEO, or only backlinks — you might get more value from a specialized tool. For example, someone doing deep site audits at the enterprise level may still prefer using Screaming Frog or Sitebulb alongside Semrush.

In short, Semrush is best for people who are serious about search marketing. It works well for solo professionals who want an edge, and it scales up nicely for teams who need structure and reporting. If you’re clear on your goals and ready to put the tool to work, it can become a core part of your digital strategy.