Adobe to Acquire (Buy) Semrush in a $1.9 Billion All-Cash Deal
Adobe (Nasdaq: ADBE) and Semrush Holdings, Inc. (NYSE: SEMR) have announced that Adobe will acquire (buy) Semrush in an all-cash transaction valued at approximately US$1.9 billion, priced at US$12.00 per share. This agreement has been approved by both companies’ Boards of Directors. (Source)
What This Deal Means
Adobe states that the acquisition aligns with its strategy for the agentic AI era, where brand visibility spans traditional search, large language models (LLMs), owned channels, and the broader web. With the integration of Semrush, Adobe intends to strengthen tools like Adobe Experience Manager (AEM), Adobe Analytics, and Adobe Brand Concierge.
Semrush brings over a decade of expertise in SEO, brand visibility, and what it calls Generative Engine Optimization (GEO) — optimizing visibility across generative AI platforms. Semrush also highlighted a 33% year-over-year growth in its enterprise segment in the most recent quarter.
Why Adobe Is Buying Semrush
Anil Chakravarthy, President of Adobe’s Digital Experience Business, highlighted that generative AI is transforming how people discover brands. He said that companies failing to adapt risk losing revenue and relevance. The combination with Semrush aims to help marketers increase visibility across search engines, LLMs, and emerging AI-driven discovery channels.
Semrush’s CEO Bill Wagner noted that Adobe is already a leader in helping marketers create personalized experiences at scale. Integrating Semrush will give brands clearer insights into where customers interact across search, LLMs, and AI-generated results.
Transaction Details
According to Adobe:
- Purchase price: US$12.00 per share in cash (Source)
- Total valuation: ~US$1.9 billion
- Expected closing: First half of 2026
- Approvals required:
- Semrush shareholder approval
- Regulatory clearance
- Standard closing conditions
- Semrush founders & major shareholders (75%+ voting power) have agreed to vote in favor
- Advisors:
- Adobe: Wachtell, Lipton, Rosen & Katz
- Semrush: Davis Polk & Wardwell (legal), Centerview Partners (financial)
Impact on Marketers & SEO Industry
This purchase signals a major shift: SEO isn’t just about search engines anymore. With LLM-driven discovery now influencing how users find brands, the integration aims to create a unified way to track visibility across:
- Google & traditional search
- ChatGPT-style AI assistants
- LLM outputs
- Owned and social channels
- Webwide mentions
Adobe + Semrush will offer marketers deeper insights into the evolving digital landscape.
Final Word
Adobe buying Semrush represents a strong move into AI-powered brand visibility and next-generation search environments. For SEO professionals and brands, this deal underscores the rapid transition from traditional SEO toward broader generative discovery.
FAQ
Adobe is fully buying Semrush — the entire company will become part of Adobe after the deal closes.
Adobe will buy Semrush for $12.00 per share in cash, totaling approximately $1.9 billion.
Adobe expects to complete the purchase in the first half of 2026, pending approvals.
To integrate Semrush’s brand visibility and SEO tools into Adobe’s Experience Cloud, focusing on traditional search + LLM-driven AI discovery.
Both boards approved it, and Semrush shareholders with over 75% voting power committed to vote in favor.
Author
Harshit Kumar is an AI SEO Specialist and founder of kumarharshit.in. With over seven years of experience in SEO, generative search optimization, and AI-powered digital strategy, he helps businesses stay ahead in a fast-changing visibility landscape.
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