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Can the Semrush SEO plan show where a competitor's traffic comes from, or do you need Traffic & Market?
Summary
To compare a competitor’s traffic across search, social, email and other channels, you need the separate Traffic & Market Toolkit. Its Pro plan is $289 per month for one user. The $139 SEO plan covers search and backlink research; Semrush One combines SEO with AI Visibility, rather than including Traffic & Market.
Choose the report for the job
A search report can tell you which keywords a rival ranks for. It cannot, by itself, tell you how much of that rival’s audience arrives from email or social media. Domain Overview brings together search, backlink and AI visibility metrics, but does not use Traffic Analytics as a data source.
| Research task | Tool | What the result tells you |
|---|---|---|
| Find a rival’s ranking keywords or linking sites | SEO Toolkit | Where to investigate search visibility and links |
| Compare traffic channels and popular pages | Traffic & Market | How the estimated audience reaches and moves through a site |
| Review older Domain Overview data | Guru or Business SEO tier | How search performance has changed over time |
The last row uses the tier names in Semrush’s Domain Overview help. Historical data, Growth and Compare by Countries require Guru or Business. Check the SEO tier attached to your subscription rather than assuming every plan labeled “competitor analysis” has the same reports.
The extra subscription can stand on its own
Traffic & Market Pro includes one seat and up to 3,000 requests a day. Free access shows sample domains; a seven-day trial offers full access under the trial conditions. The toolkit help confirms that it can be purchased separately. If traffic-channel research is your only job, you do not need to add the SEO plan just to buy it.
For one analyst who needs both, monthly billing is $139 + $289 = $428, or $428 × 12 = $5,136 for twelve monthly payments, before tax. The Traffic & Market part alone is $289 × 12 = $3,468. Additional users and custom team access need their own pricing check; an extra SEO seat does not automatically grant access to another toolkit.
Use the figures as estimates
Semrush models traffic from aggregated clickstream data, meaning anonymized browsing activity supplied by data providers. These are estimates, not access to the competitor’s own analytics account. Compare the same country, device and period before treating a channel change as a reason to change your budget.
Stay with SEO if you need ranking keywords and backlinks. Choose Traffic & Market when the decision depends on traffic channels or popular pages. For your own site’s recorded visits, start with the analytics you control; a competitor-data subscription serves a different purpose.
Sources
Checked 10 October 2026. USD amounts exclude tax.
What changed on this page
- correction11 October 2026 SaaS COMPASS article 53 — Traffic-channel research and subscription scope
Traffic toolkit presented mainly as an SEO add-on; tier and two-user figures stated. → Clarified standalone purchase and modelled estimates; removed unsupported tier mapping and two-user minimum; one-user monthly arithmetic retained.
Editorial correction based on official evidence checked10October2026; not a claim of vendor price change.
Every recorded change to this site is in the change log.
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