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Which Semrush tools come with the base price, and which ones cost extra?
Summary
Semrush is sold as eight toolkits, and the four plans on its pricing page contain at most two of them. The $139 SEO plan is built around the SEO Toolkit. Starter at $199, Pro+ at $299, and Advanced at $549 are "Semrush One" plans, which bundle the SEO Toolkit with the AI Visibility Toolkit. Competitor traffic data (Traffic & Market, from $289 a month), the Content Toolkit (from $60), and the Local, Social, Advertising, and AI PR toolkits are never included and have to be added one by one.
What the four plans contain
Prices below are per user, in US dollars before tax, as the pricing page lists them for monthly billing, with the annual rate in parentheses.
- SEO, $139 ($117.33 a month billed annually). Keyword research, competitor analysis, Position Tracking, and Site Audit. Semrush's help center says this plan "doesn't include the full AI visibility feature set": there is no prompt-tracking quota, no AI-ready Site Audit, and no per-domain AI brand performance.
- Starter, $199 ($165.17). The same SEO limits of 5 websites and 500 tracked keywords, plus the AI Visibility Toolkit with 50 prompts tracked daily.
- Pro+, $299 ($248.17). 15 websites, 1,500 keywords, 100 prompts, historical SEO data.
- Advanced, $549 ($455.67). 40 websites, 5,000 keywords, 200 prompts, API access.
What a second or third seat adds to these prices is covered in our guide to how many people Semrush's $139 covers.
The toolkits no plan includes
The help center calls Traffic & Market, Local, Content, Social, Advertising, and AI PR "specialist toolkits" that "are purchased individually and added to your plan." Two of them have published starting prices. Traffic & Market starts at $289 a month for one seat and 3,000 requests a day, and it is where Traffic Analytics lives, the report that splits a site's traffic into AI, organic search, paid search, social, referral, email, and display. The Content Toolkit starts at $60 a month. Local is priced per location. On an account without the SEO Toolkit, extra users for Content, Social, or Local cost a flat $20 each.
Two different ways to spend $199
Add the $60 Content Toolkit to the $139 SEO plan and you pay $199, exactly what Starter costs. The totals match, but you get different things: one buys content tools, the other buys AI answer tracking. Going the other way, the SEO plan plus a standalone AI Visibility Toolkit at $99 comes to $238. That is $39 more than Starter for the same two toolkits, and the standalone toolkit tracks 25 prompts a day where Starter tracks 50. The per-plan AI limits are laid out in our guide to Semrush's AI visibility costs.
Adding a toolkit partway through an annual plan
On annual billing, anything you add later is charged once, prorated for the months left, and it expires on the same day as the main subscription. A team that starts an annual plan in July and adds Traffic & Market the following January pays for January through June up front, and that toolkit renews with everything else.
Sources
More in Plans by product
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