Semrush Review: Pricing, Features and Honest Verdict
seo tool reviewThis Semrush review covers what the SEO Toolkit plans include, how many keywords you really get for the money and why its Trustpilot score is so low. Semrush is the most complete all-in-one SEO suite I have compared, but it charges more per tracked keyword than SE Ranking and most complaints are about billing, not data.
- plans read Nov 2026
- daily tracking to postal code
- billing complaints included
// disclosure Semrush did not pay for this review and there are no affiliate links on this page. Read how I wrote it.
The Semrush Review in Brief
Semrush is the safest single choice if budget is not the limit: the deepest research data, a strong site audit and daily tracking in one place. It is a poor choice if you mainly want rank tracking, because a dedicated tracker gives far more keywords per dollar.
8.5 / 10
Top marks for data and breadth, held back by value for money and billing complaints.
Teams using it daily
Marketing teams that use research, content and tracking every day.
Tracking is the main job
You get 500 keywords for $139.95, against 2,000 at SE Ranking for $129.
Semrush Pricing: What You Really Pay
The SEO Toolkit comes in three plans, and tracked keywords rise from 500 to 5,000. Extra users and the AI bundle push the real cost up, so plan the whole setup before you start a trial.
| Feature | Pro | Guru | Business |
|---|---|---|---|
| Monthly price | $139.95 | $249.95 | $499.95 |
| Tracked keywords | 500, daily | 1,500, daily | 5,000, daily |
| Extra | Core tracking | History, multi-location, content tools | Share of Voice, API access |
| Extra users | About $45 to $100 a month each | ||
| With AI tracking | Semrush One from $199 a month: 500 keywords and 50 daily prompts | ||
// source: Semrush pricing and SEO Toolkit limits pages, read November 2026. Free account tracks 10 keywords.
What Semrush Actually Includes
Semrush is the most complete SEO tool on my list. Its research data, site audit, content tools and Position Tracking sit in one account. Tracking updates daily and reaches down to postal-code level on mobile, desktop and tablet.
Position Tracking covers Google, Bing, Baidu, ChatGPT Search and Google AI Mode. Guru adds historical data, multi-location tracking and content tools. Business adds Share of Voice and API access.
- Daily tracking down to postal code.
- ChatGPT Search and AI Mode inside Position Tracking.
- A large keyword and competitor database.
- A free account to test 10 keywords.
// from the Semrush plan pages, November 2026
How I Would Set Up Semrush for a Client
A tool only helps if it tracks the right keywords, in the right place, on the right device. This is the order I follow, applied to Semrush, and it is part of my SEO process.
Start free and read the cancel steps
The free account tracks 10 keywords. If you start a paid trial, note how cancelling works first, because users report a final email confirmation that is easy to miss.
Pick keywords that fit 500
On Pro you have 500 keywords, so I track only money terms and a few support terms, one main keyword per page.
Set postal code and device
Tracking works down to postal code, so I use the area your customers search from, on mobile first.
Add competitors and run the audit
I add real competitors, then run the site audit to find 404s, missing metadata and slow pages.
Check positions against Search Console
I compare a few positions with Search Console and then decide if the price per keyword is worth it for the research you will use.
How I Rate Semrush
I score every tool from 0 to 10 on six criteria, weighted for a small business or freelancer who needs reliable data without paying for features they never use. The same weights apply to every tool in my best SEO tools comparison.
Score breakdown
Published facts, user reports
I read the plan pages, help centre limits and user reviews in November 2026. A feature only counts if it is on the plan you would actually buy, and a tool that updates ranks weekly cannot score above 6 on tracking. Semrush updates daily, so no cap applies. I ran no accuracy tests.
What Users Say on Trustpilot
Semrush scores 1.6 out of 5 on Trustpilot from about 1,420 reviews. Most of the complaints are about billing rather than data quality, so read the trial terms carefully.
What people complain about
The repeated complaints are trial charges and refused refunds. Several reviewers say cancelling needs a final email confirmation that is easy to miss, so finish that step if you only want the trial.
What is not a worry
The complaints are about billing and refunds, not about the data itself. I treat them as reports, not proof, and the best protection is to test with the free account and set a reminder before any trial ends.
Check These Before You Pay
These are the points where Semrush costs more or behaves differently from what you might expect. Each one is worth confirming before you start a paid plan.
keyword limit500 keywords on Pro, 1,500 on GuruCount your keywords first, mobile plus desktop uses two.AI trackingNeeds a higher bundle, Semrush One from $199Check whether you need it before choosing a plan.extra usersAbout $45 to $100 a month eachAdd seats to your cost estimate.trial and refundBilling complaints on TrustpilotSet a reminder and finish the cancel steps.Strengths, Weak Points and Who It Suits
- Deepest all-in-one feature set
- Daily tracking to postal code, plus ChatGPT Search
- Large keyword and competitor database
- Free account to test
- Expensive per tracked keyword
- AI tracking needs a higher bundle
- Extra users cost a lot
- Many billing and refund complaints
Your First Week With Semrush
Test Semrush on your own keywords before you commit. Tick each check as you finish it.
Independent, No Paid Placements
I am a freelance SEO specialist, not a reseller. Semrush did not pay for this review and there are no affiliate links on this page. Every price and limit comes from the sources below, read in November 2026. I did not run accuracy tests, so I claim none, and the score is my editorial rating. Prices change often, so confirm them before you buy.
Sources Used for This Review
- Semrush pricing, SEO Toolkit limits and Position Tracking help pages, read November 2026
- Trustpilot: Semrush reviews, read November 2026
- Google Search Console Help: impressions, position and clicks
// vendor and review sites are named, not linked, so you can check each claim yourself
Semrush Review FAQ
How much does Semrush cost?
The SEO Toolkit costs $139.95 a month for Pro, $249.95 for Guru and $499.95 for Business. Extra users and the AI bundle cost more, with Semrush One starting from $199 a month.
How many keywords can I track on Semrush?
Pro tracks 500 keywords, Guru 1,500 and Business 5,000, all updated daily. A free account tracks 10 keywords.
Does Semrush track AI search?
Position Tracking covers ChatGPT Search and Google AI Mode. The Semrush One bundle adds 50 daily AI prompts from $199 a month.
Why is Semrush rated so low on Trustpilot?
It scores 1.6 out of 5 from about 1,420 reviews. Most complaints are about trial charges, refused refunds and a cancellation step that needs an email confirmation, not about the data itself.
Is Semrush better than SE Ranking?
Semrush has the larger database and feature set, while SE Ranking gives you 2,000 daily keywords at $129 against 500 at $139.95. For most small businesses SE Ranking is better value.
Choosing a Tool for Your Business
If you are not sure Semrush fits, my best SEO tools guide compares nine alternatives. I set up tracking and fix what it finds as part of my affordable SEO services.