Adobe has announced an agreement to acquire Semrush, a leading SEO and brand-visibility platform, in an all-cash deal valued at approximately $1.9 billion, representing a 77.5% premium. The acquisition, expected to close in the first half of 2026 pending regulatory and shareholder approval, will integrate Semrush’s capabilities in generative engine optimization (GEO) and traditional SEO into Adobe’s marketing ecosystem.
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By combining Semrush’s decade-long expertise and data-driven insights with Adobe tools like Experience Manager, Adobe Analytics, and Brand Concierge, Adobe aims to provide marketers with a unified view of brand presence across owned channels, web search, and AI-powered platforms. The deal is expected to give marketers greater insight into how customers engage across traditional and AI-driven channels. Adobe’s analysis highlights the urgency, showing generative AI–sourced traffic to U.S. retail sites surged by 1,200% year over year, emphasizing the growing role of AI in digital marketing.