Adobe has entered into a definitive agreement to acquire Semrush Holdings, a brand visibility platform, for around $1.9 billion.
The company will pay $12 per share in cash for Semrush, representing a premium of around 77.5% to its stock’s last closing price. Semrush shares jumped 74% to $11.79.
Semrush is a powerful partner for marketers looking to manage brand visibility and audience reach through its data-driven generative engine optimization (GEO) and search engine optimization (SEO) solutions. Semrush helps brands enhance their brand visibility and expand audience reach. Semrush’s solutions address a growing, essential need for marketers: remaining discoverable in AI search. As marketers increasingly turn to their SEO teams and partners to drive their generative AI marketing strategies, Semrush provides powerful solutions to deliver brand visibility and relevance.
With products like AEM, Adobe Analytics, and the newly introduced Adobe Brand Concierge, Adobe is solving major pain points for brands embracing agentic AI. Together, Adobe and Semrush will deliver a comprehensive solution that gives marketers a holistic understanding of how their brands appear across owned channels, LLMs, traditional search and the wider web.
Anil Chakravarthy, President of Adobe’s Digital Experience Business, said, “Brand visibility is being reshaped by generative AI, and brands that don’t embrace this new opportunity risk losing relevance and revenue. With Semrush, we’re unlocking GEO for marketers as a new growth channel alongside their SEO, driving more visibility, customer engagement and conversions across the ecosystem.”
Bill Wagner, Chief Executive Officer of Semrush, said, “Adobe is an industry leader in helping marketers create personalized customer experiences at scale. With the advent of LLMs and AI-driven search, brands need to understand where and how their customers are engaging in these new channels. This combination provides marketers more insights and capabilities to increase their discoverability across today’s evolving digital landscape.”
