Which Semrush tools come with the base price, and which ones cost extra?

Summary

What the four prices buy

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Source: SEO and AI Search pricing. Annual billing is paid up front, not in twelve installments. Multiplying the rounded displayed monthly rates by 12 gives $1,407.96, $1,982.04, $2,978.04 and $5,468.04 respectively. These are calculated budgeting figures; checkout determines the exact annual charge.

AI Visibility measures how a brand appears in AI answers. Starter includes 5 monitored websites and 500 tracked SEO keywords; Pro+ has 15 and 1,500; Advanced has 40 and 5,000. Each plan starts with one user. Our user-cost guide covers additional seats.

The specialist tools sit outside the bundle

Semrush lists eight toolkits: SEO, AI Visibility, Traffic & Market, Local, Content, Social, Advertising and AI PR. The subscription guide separates the six specialist toolkits from the SEO and AI Visibility bundle. Local is priced per location; a higher Semrush One tier is not a subscription to every toolkit.

Traffic & Market Pro costs $289 a month and includes one user and 3,000 daily requests. It is the relevant purchase for competitor traffic analysis, rather than simply seeing the keywords a competitor ranks for. The AI features guide lists Content from $60 a month.

Two ways to spend $199

On monthly billing, SEO plus Content is $139 + $60 = $199, the same total as Starter. The first combination buys content creation tools; Starter buys SEO plus AI-answer analysis and tracking. If you only need writing tools, AI Visibility is not a substitute for Content.

SEO plus standalone AI Visibility is $139 + $99 = $238 a month. Starter is $39 less and includes 50 tracked prompts instead of the standalone toolkit’s 25. For one user who needs both toolkits and fits Starter’s limits, the bundle costs less. If AI tracking is your only requirement, the $99 standalone subscription avoids buying SEO tools you will not use; the AI visibility article compares larger prompt budgets.

AI-related checks are not all in one toolkit

Prompt Tracking and Brand Performance belong to AI Visibility. Site Audit’s checks for AI crawler access are different: the current feature guide says AI-readiness checks are available with any Site Audit, including free and paid plans. You do not need to buy a full AI Visibility subscription just to audit 100 pages for AI readiness.

Adding tools during an annual contract

The billing FAQ says additions align with your existing billing cycle. On an annual contract, you pay a one-time prorated amount for the remaining term and the add-on renews with the original subscription. Adding a toolkit halfway through the year therefore creates an upfront payment for the remaining half, not a new monthly bill.

Start with the report you need: SEO for search rankings and audits, AI Visibility for ongoing AI-answer tracking, Traffic & Market for competitor traffic, or Content for writing tools. Combine SEO and AI in Starter or above when both are useful; keep specialist tools off the bill until you have a job for them.

Sources

Official sources checked 10 October 2026. Prices are in US dollars, before applicable tax.

• Plan prices, billing options and limits
• Toolkit and bundle structure
• Standalone AI price and prompt allowance
• AI-readiness availability and Content starting price
• Traffic & Market price and limits
• Annual upfront payment and prorated additions

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